2014 Detailed Analysis Of Ten Shopping Centers Opened In Chengdu

In this year, there are more than 10 different body sizes and different locations in Chengdu.

But the situation is very different. We should look closely at the stores where business performance is good, or Chengdu's golden center, the Mixc's emphasis on consumers' feelings, or Wangfujing actively explore the "online and offline interconnection", or Cade Tianfu, which takes the advantage of innate pportation hub.

Reporters learned that in 2015, there will be large business projects such as Joy City, Yintai City, and Peng Ruili East Station Square. For the future market expectations, 3 stores are full of confidence, but attracting large numbers of customers is still "heavy responsibility" and "long road".

Yintai City & Wangfujing

Online integration of online business integration exploration

Common ground：

In the rankings of domestic stores, Yintai city and Wangfujing firmly occupy the position of the first tier.

Moreover, while the online industry is developing steadily, the two brands extend their tentacles to the integration of network operators.

Chengdu Wangfujing pays great attention to the promotion of WeChat. Consumers can not only understand the discount information of stores, rush buying activities and other activities through their official WeChat, but also use mobile phones to pay for shopping.

Chengdu Wangfujing planning manager Yu Fei told reporters: "WeChat payment is not intended to guide consumers to use mobile phones to pay, but to provide consumers with more choices, although the proportion of mobile payment is still very small, but the online combination is expected to become a major trend."

In addition to using WeChat, Chengdu Wangfujing also collaborate with some websites to create new channels such as group buying.

It is reported that at present, Chengdu Wangfujing is preparing for the "electronic coupon pfer" project. "We are still discussing the project. After the successful launch, consumers can get B brand electronic coupons when shopping for A brand, so that they can bind the store brand to form a better consumption cycle," says Yu Fei.

Adjacent to Alibaba's western base, next to Tianfu Software Park, from the project site selection, it shows that Chengdu Yintai City pays attention to e-commerce.

It is reported that Chengdu Yintai city will take the lead in cooperation with Baidu glasses, using online and offline interconnection technology.

Xu Zhenxing, manager of the planning department of Yintai City, Chengdu, told the Sichuan Daily: "the use of Baidu glasses is not only aimed at consumers, but also has considerable significance for store sales staff.

In the future, when consumers enter the shopping mall, Baidu glasses will analyze his clothing, such as what brand and style he is wearing, so that our salesmen can understand the consumers more comprehensively, and recommend products according to the analysis of their preferences. When we check our credit cards, we can also analyze the shopping habits, shopping frequency and so on.

Xu Zhenxing said that Yintai City, which opened next September, will introduce Baidu glasses experience area in the same period, and Chengdu Yintai city will become the first batch of shopping centers to load this function in Chengdu.

Confused inquisition

Whether Wangfujing or Yintai City, or other store brands, it is in the process of exploring how to achieve effective integration on line and offline.

People in the industry say, "we have no reference to the future business model. No one can guarantee that what we are doing is right, but we are still groping for it. This is the role of the trend."

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Central enterprises masterpiece "capricious" also want to talk about the effect.

Common ground：

COFCO Joy City and Huarun the Mixc are all "masterpieces" of central enterprises. Although there are differences in the positioning of the two projects, there are many common points from the operation mentality: first, the two major stores employ internationally renowned designers to integrate natural and ecological elements into shopping malls. Secondly, promotional activities strive to be "big and tall", and each activity often costs a lot.

Chengdu's first shopping center with platform design, Roof garden, landscape gallery and other outdoor and semi outdoor space have set up a large number of catering formats, aiming to graft sunlight, nature and ecology into high-end business, catering and other formats.

The Mixc's all kinds of landing activities, using the popular buzzwords, that is, "money is wayward": first worked with the famous director Jia Zhangke to shoot a short film "Vientiane"; later, frequently invited Fan Bingbing, Lin Chiling and other domestic first-line stars to participate in promotional activities, and even held a helicopter show. As for gold jewelry exhibitions and other activities, it interspersed the whole year.

In collaboration with RTKL, an internationally renowned architectural design company, the theme park is a park theme shopping center with a combination of nature and humanity.

In terms of interior design, the project takes the four seasons pformation as the design concept, echoing the "three-way Jiuzhai" shown in the architectural design, creating the four seasons different scenery in Jiuzhaigou.

In addition, the project staff briefed reporters: "we separate each area through the flavor and the music. On the same floor, consumers can even identify their areas through their noses through their eyes closed, and we will distinguish background music on different floors."

In December 7th, the launching ceremony of the invitation for investment promotion and the launching ceremony of the mascot were held in Chengdu's joy city. The British universal star was introduced into Chengdu, the more than 600 square meter three-dimensional spherical building, with an atmosphere of brilliant blue lighting on the outside, and a magnificent curtain of 360 degrees dome movie theater inside.

The sky screen matches the 3D technology in turn to show the design style and theme elements of the four seasons in spring, summer, autumn and winter.

Confused inquisition

Can these expensive activities attract more real buyers? Reporters found that in the Mixc, Chengdu, "applauding no applause" happens frequently.

Just a few months ago, UNIQLO was shut down because of its bad store performance. The brand staff told reporters: "although the shopping mall has no water, electricity, property management and other related costs, but the business is still running out of money, although stores have been trying to attract people with promotional activities, but popularity has not been pformed into business performance, and many brands are facing difficulties in operational difficulties."

In 2014, the Chengdu store, represented by the Mixc, spent a lot of money on various experiential promotional activities, trying to attract consumers' attention. But how to turn the enthusiasm of customers into the performance of brand management in the store is a question that needs to be considered before the opening of the city next year.

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Pat Rayleigh East Station Square & Kate Tianfu

Sitting on a pport hub should turn people's traffic into consumption power.

Common ground：

Investment and development operators come from Singapore, and the two major projects choose the pportation hub area.

In the past, it seems that where the pportation hub is built, where the commercial economy can develop rapidly, such as Hongkong archway Plaza, through the subway connected to a number of buildings, to achieve the maximum resource sharing, and also achieved good business results.

The opening of chengmianle passenger dedicated line will bring huge flow of people to Kate Tianfu.

Qiu Ke, a professor of southwest finance and economics, believes that Chengle guest will link up important cities along the line, recombine elements such as capital, talents, materials and information, so as to stimulate the consumption and life of people along the line, thus promoting economic development.

In addition, Kate Tianfu's New South Tiandi business circle has a comprehensive format, covering almost all kinds of consumer demand for life.

Adjacent to Chengdu East Railway Station, the pportation system is perfect. Every day, nearly a million people go on the high speed rail, train, long-distance bus, subway, bus and other means of pportation.

According to statistics from relevant departments, the Chengdu East Railway Station will have access to 37 high-speed rail lines in the near future, with an average daily traffic volume of 376 thousand, 61 long-distance bus lines, 38 thousand daily average traffic, 31 urban bus lines, 90 thousand daily average traffic, 2 subway lines, 260 thousand daily pit passengers, and Chengdu's largest taxi distribution center, with an average daily traffic volume of 20 thousand.

It is understood that Peng Ruili east station square has diversified formats.

A variety of functional facilities such as medical centers and special marine markets will also enrich the marine industry such as aquarium, seafood market, on-site cooking and other marine industries, which will bring the authentic seafood feast to Sichuan consumers.

Confused inquisition

Although sitting on the "advantage" advantage, but also facing many challenges.

Some people in the industry believe that the station is only a pit place, so it is difficult to stay long.

"Every time I get out of the car, I'm exhausted. Who will not go home and go shopping?" Liu Xiaojie, who has been in Chengdu and Chongqing for a long time, said.

How to effectively pform human traffic into consumption is a topic that needs to be considered in the two upcoming shopping centers.