Shanghai Sun Moon Plaza Shop " Big Blood Pfusion "

The sun moon Plaza, which once relied on digital commerce, is now "changing the blood", and the digital format has been basically phased out of the project.

Reporters interviewed in March 9th said that the operation of the project has been poor for many years due to the desolation of the physical stores and the damage of the sun and moon. In order to improve the business, the project is undergoing a pformation.

As well as the adjustment of the digital format withdrawal, instead of the popular dining and child formats, the success is still to be verified by time.

The moonlight, located in the Dapu Road area of Shanghai, was also famous for its opening hours ago, because of its super commercial volume and excellent geographical location, and is close to Tianzifang.

The famous cultural tourism project of beaches attracted much attention at that time.

But a few years later, when the reporter came back to the sun and moon again, he found that a large number of shops had been evacuated. About half of the shops on the floor were surrounded by advertisement paper, which was written on the words "soon to open". The most impressive number of them was almost no longer seen in the sun and moonlight, which started in the form of digital business. In addition to the large number of shops that were being adjusted, only some clothing, catering and children's formats were still in operation, but the overall popularity of shopping malls was gloomy.

A staff member in the sun and moon told reporters that the adjustment of shopping malls has been going on for a period of time. Basically, a large number of digital formats have been withdrawn. Some of the clothing brands that are not well done have been evacuated. At present, some restaurants, children's early education and some clothing stores are still in operation.

"The reason for the" big change "is very simple, because the business of sun and moon is not good for a long time. In this case, the owner must make other plans.

The above staff revealed.

A brand that has already withdrawn from the sun and Moon said that it originally rented the berth of the moon and sun, and the business was not very good, but it could barely maintain. However, because the rent rose after the lease expired, and the sun and moon also re planned the investment in the overall format, it was difficult for both sides to talk about it and finally led to the withdrawal of the moonlight project.

There are people in the industry who say that after the digital business is lonely, the popularity of the sun and moon is very low, resulting in other forms of business being involved. However, some of the shops' rents require price adjustment at the time of renewal, which has led to the withdrawal of some merchants, but the most fundamental thing is the overall pformation and adjustment of the sun and moon itself.

Injury and pformation

According to public information, Sun Moon Group is one of the largest semiconductor manufacturing services companies. It focuses on providing complete package and testing services for semiconductor customers, including wafer pre test and wafer test to the later stage packaging, and unified services for materials and finished products testing.

"It should be said that the position of Sun Moon Group is not low in the digital industry, but sometimes its advantages will also become a disadvantage. Its digital format is very strong, but the group does not understand the commercial operation. It has almost never been involved in retail business before. After its opening of the moon and moon shopping center in Shanghai, it naturally introduced a large number of digital products, but there was no concept in the layout of other formats, resulting in a biased layout and inadequate balance.

To know that shopping centers need clothing, catering, experience, children, entertainment and other kinds of cooperation, and also pay attention to the introduction of the main store, these are not understood by sun and moon.

There are close sources.

"Adding insult to injury" is the fact that digital entity stores have been hit by online shopping and overseas purchasing, such as the recent closure of Pacific Digital, and so on, which made the first moon and moonlight with digital dominance as its main form.

"Sun and moon also have a hard injury -- moving line, one of the most important factors in shopping malls is moving lines. A good line can introduce passenger flow to increase consumption, otherwise reduce passenger flow and affect business.

The moon and the moon are so large that the design of its moving line is not scientific. Usually, when guests walk, there is no sense of direction and vision.

RET Durbin, director of Business Services Department, said.

In such a dilemma, sun and moon decided to pform.

"Sun and moonlight found that the digital format has been lonely, and must be subtractive, but this kind of gathering popularity of catering can be introduced in large quantities, so it reinvites business, removing the digital and some clothing after adjustment, replaced by the catering, and with the purpose of consumption of children's formats, increasing family customers.

Although the readjustment is still under way, according to the calculation, the overall rent of the sun and moon will increase in the future.

The rent of the original digital format may only be 10 yuan / square meter per day, while the rent of hot food can reach 20 yuan to 30 yuan per square meter per day, and other formats can reach up to 40 yuan / square meter per day. The key is that it can bring popularity.

The goal of sun and moon is to become a restaurant gathering place in the future.

Close sources revealed.

It is worth noting that the competition of commercial real estate projects is becoming increasingly fierce.

From 2014 to 2016, the supply of Shanghai's core business area totaled about 635 thousand square meters, rather than the core business circle, which was about 2 million 720 thousand square meters, which is 4.3 times that of the core business circle, according to CB Richard Ellis data.

Some commercial projects in the downtown area face the increasingly competitive market environment with the strategy of relocation and adjustment.

At present, the total commercial supply of land sold by Shanghai has exceeded 4 million square meters, of which the total number of projects expected to be opened before the end of 2016 will exceed 3 million 300 thousand square meters.

According to historical supply data, the average annual retail property supply in Shanghai from 2000 to 2013 was 325 thousand and 700 square meters, while from 2014 to 2016, the average annual retail property supply would be 1 million 122 thousand and 900 square meters, 3.4 times the previous year, and the market supply would be blowout.