Housing, Home, Business In The Name Of Aegean Sea Linkage

The linkage between home MALL and department store MALL at the same time, these two self-sustaining property and sales property form a big linkage, in the financing aspect, let the shopping mall can develop at low cost, then mortgage the mall to the bank to refinance, continue to develop the project.

For commercial real estate, 2014 is a tortured year. The industry competition is heated up with the economic downturn, making the commercial real estate investment of the three or four tier cities become developers' pain.

However, a second tier city is another scene. Vanke, Wanda and other giants of the commercial real estate force against the situation, and Shanghai Red Star Merlot Business Management Co., Ltd. (hereinafter referred to as the Red Star Business), this home based enterprises, the national expansion strategy is accelerating.

In December 20th, Hongxing Mei Kai Long Group opened the Aegean Sea shopping park in Kunming. This is the first commercial complex of Red Star Mei Kai long to achieve "home MALL+ commercial MALL" - "double MALL linkage". It is also the second Aegean Sea shopping park after Beijing.

According to its ideal blueprint, Hongxing commerce will accelerate the pace of commercial real estate investment in the next few years, and develop the layout in many cities across the country, and strive to enter 60 cities nationwide and build 100 shopping centers in Aegean Sea.

The geographical Aegean Sea connects Greek peninsula and Asia Minor Peninsula and becomes the most dazzling area in the Mediterranean Sea. Then, the red star is trying to get through the joints in the name of "Aegean Sea", especially when the commercial real estate competition is getting hotter and has been attacked by the electricity supplier. What is the bottom line of the red star? What is the future strategy? With many questions, the reporter and the founder of the red star, Che Jianxin, Red Star Business Zhang Huarong, executive chairman of Hongxing real estate, has conducted in-depth exchanges.

　　 Double MALL linkage

Che Jianxin told reporters that at present, the red star has 38 projects in the country, the shopping center's main product is the Aegean Sea shopping park, the location will focus on the development and operation of the high-end customer needs, and the Future Ltd will also increase its layout nationwide.

Zhang Huarong also told the investment Times reporter that the focus of Hongxing business is to consider the core area and core business circle of a second tier city, and there are already layout points, such as Chongqing and Chengdu. The capital cities have been laid out. "Next, to make the" double MALL linkage "play better, we have to take second steps to lay out the two or three line city core business circle.

In the mode of capital turnover, Che Jianxin said that the Red Star complex consisted of 120 thousand to 150 thousand square meters of shopping centers, 300 thousand to 500 thousand square meters of residential, office buildings and commercial pedestrian streets. "Selling the latter piece can recover more than 60% of the investment in the self-contained shopping center, which can reduce the pressure of funds. At the same time, the department store MALL can promote sales of supporting property in shops and residential areas.

The world will not break. Zhang Huarong believes that the core competitiveness of red star is the preparatory work for commercial preparation. This kind of early preparation will reduce the time from commencement to opening up to ten months, which is very rare in other enterprises. Hongxing business has pre investment development department and commercial preparatory department. When the real estate development team is taking the place, it will intervene in the preliminary judgment and analyze whether it is suitable for Aegean Sea from population, transportation and other dimensions.

At the time of planning and construction, after the completion of commercial construction, all of the construction technology conditions, the design and construction process of the construction drawings, and the management and acceptance are all involved by the red star business team, and must be confirmed by the business management team to ensure that 80% to 90% of the projects do not need to be demolished.

Zhang Huarong believes that it is precisely because of the involvement of the business management team and the countersignature system that it is possible to tackle the difficulties of commercial property such as land acquisition, planning and design, investment promotion, demolition and transformation, and so on, and complete the cycle of commencement to opening in ten months.

　　 No pain commercial space

In pursuit of speed, Hongxing business is also strives to create personalized, artistic and experiential shopping parks. Red star's emphasis on business operation is reflected in its efforts to create "no pain commercial space".

Li Jia, general manager of Hongxing business, explained: "the so-called pain point is the details that cause customers' discomfort and dissatisfaction." For example, in Beijing Aegean Sea shopping park monotonous and neglected elevator hall, dressed as "Butterfly Valley" and other colorful scenes, the channel was made into a "husband's depository".

"Husband's depository, equipped with advanced purification equipment, male customers can smoke and rest inside." Li Jia said that the TV in the central area was connected to the camera at the entrance of the shopping mall, and the other camera was near the children's playground. "Wife and children came out, you can see it for the first time."

The Aegean Sea shopping park in Kunming has also been built into a park style commercial public space. It is not only beautiful as the "beautiful jade" facade, but also the largest windmill show on the outside of the park in Kunming. Even the large roof sports garden is unique in the spring city. The 6 floor of the Aegean Sea shopping park in Kunming is a huge sports garden that can walk, exercise, and even drink tea and watch the sunrise and sunset.

"The Aegean Sea shopping park in Kunming will carry forward the idea of" beauty of artistic achievement "by introducing the concept of" beauty of artistic achievement and life ". It will introduce huge sums of money into the top works of famous contemporary artists at home and abroad, and display 12 pieces of art in public space of shopping centers, almost comparable to a top art exhibition in China, and create a" wall less Art Gallery ", so that business and art can be perfectly integrated. Zhang Huarong introduced.

Kunming Aegean Sea shopping park opened on the same day, the flow rate of up to 200 thousand, which means that every second, 5 people walked into the mall, many customers stopped in front of the artwork, took pictures. Even the empty shop on the first floor of the day has not been officially opened. It has also been designed as a unique flower wall in the spring city of Kunming, and there is a bird cage in the branches under the flower wall. A pair of live birds chirp and chatter, and many customers scramble to take pictures with the birds.

"In fact, we do not do this. It is no problem. Just like ordinary shopping malls, we write several big words on the empty decoration wall," soon to open "and so on, but we do this design in order to make the shopping mall more beautiful and the customer's experience stronger. Li Jia said, "that's also very expensive for birds."

It is these attention to detail that makes Kunming Aegean Sea shopping park full of people on the day of its opening. Some of the elevators once adopted restrictor measures for safety reasons, and many distinctive restaurant brands had long queues at less than 11 o'clock. On the first weekend of opening, passenger flow exceeded 500 thousand and turnover exceeded 30 million yuan.

　　 region Commercial structure upgrade

As a result, Kunming Aegean Sea Shopping Park attracted many distinctive merchants to enter. Kunming Aegean Sea shopping park with an overall volume of 110 thousand square meters is located in the middle section of Guangfu Road, Xishan District, Kunming, but it includes Carrefour supermarket, red star Pacific 4D studios, ZARA 158 brands, including KTV, Century Star ice rink, ant kingdom, children's world, etc. Among them, as Tesla experience store, Century Star ice skating rink, Ant Kingdom Children's Park and so on first entered Kunming's brand up to 32, accounting for about 20% of the total number of project brands.