Shanghai Shopping Center Heavy Investment, Light Management Survival Difficult

Recently, it has been learned that the original Yu Cheng fashion project of Yu Garden business circle has been changed to three degrees.

In the middle of the Huaihai Road, Shanghai Central Plaza has also seen a large proportion of vacancy rate. The four floor of the shopping mall has been shut down for half a year.

Despite the fact that shopping centers are booming in recent years, it has become a hot spot for all kinds of capital to compete. However, there are many hidden dangers behind these emerging shopping center projects: the number of changing hands and renamed names has gradually increased; the vacancy rate of old shopping centres in some downtown areas has increased; many non mainstream shopping centers located in the suburbs have fallen into a semi deadlock, and they have sung "empty cities".

The introduction of fast fashion brands is not well managed.

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According to the report on the development trend of retail property in Shanghai released by CSB, from 2014 to 2016, the supply volume of the core business circle in Shanghai totaled about 635 thousand square meters, rather than the supply of core business circle of about 2 million 720 thousand square meters, totaling 3 million 300 thousand square meters.

From 2014 to 2016, the annual average retail property supply in Shanghai will be 1 million 123 thousand square meters, 3.4 times the previous year, and the market supply will be blowout.

In the 3 million 300 thousand square meters, 90% of the retail property will be put into the market in the form of shopping centers. The popularity of shopping centers can be seen.

However, the market performance of shopping centers is directly proportional to its popularity. In an interview, reporters found that many shopping centres were not operating as well as others. Some of them started to close because of various reasons.

Reporters in Town God's Temple Fang Bang middle road Yu Cheng fashion see, the original shopping malls have long been closed down, the periphery is still surrounded by scaffolding.

In addition to the two restaurants of Ding Tai Feng and typhoon shelter, other businesses have long been empty.

Several shops along the street are closed, and mottled glass and walls show that this has been closed for some time.

The staff at the scene told reporters that it was not clear when the restaurant was reopened, because there were many diners here, so Ding Tai Feng and other restaurants were still open, but because the whole project had not been reopened, there were many negative impacts on the famous restaurants such as Ding Tai Feng.

As early as 2013, reporters had reported many in the fashion of Yu Cheng.

The brands are closed one after another, and only half the business shops.

At that time, the news that Yu Cheng's fashion might be changed would be pferred to the domestic investment company by the owner of the Cargill fund.

In the interview, the reporter learned that the original Yu Cheng fashion project has changed its focus to the East a year ago and is currently attracting investment.

According to a person familiar with the matter, the new project will be renamed the Town God's Temple square in Shanghai, locating the old Shanghai customs in 30s, and is expected to open around October next year.

Reporters learned that this is the third time the Yucheng fashion project has been changed hands.

According to public information, in November 2005, the Yu Garden mall Limited by Share Ltd sold the 100% stake of its subsidiary Shanghai Town God's Temple Plaza Real Estate Co., Ltd. to Cong, Financial Services Company and other consortium buyers, and built the "Yulong Fang" commercial project.

Yu Long Fang's original project positioning is to follow the traditional characteristics of the route, but also in line with the overall atmosphere of Town God's Temple, but its operation has not achieved the desired effect.

Due to poor performance, the owner of Yulong Fang in 2009 found the famous commercial Project Manage Company, Ying Shi investment to take over the operation. After studying the project, Ying stone decided to position the project as a fashionable theme which contrasts with the traditional nostalgia characteristics of the whole Yu Garden business district and renamed it "Yu Cheng fashion".

For Yu Cheng fashion, this fashionable positioning has become one of the main reasons for its dismal future.

H&M, Martha department stores, HONEYS, OVS and other fast fashion brands and the overall style of the Yu Garden area is obviously not.

"When the owners first came to take the stone to take over the city, the construction of the Yu Cheng fashion project was to take into account the need to form a differentiated operation with the entire Yu Garden business circle. The brand introduced by Yu Garden business circle did not exist. Actually, this idea is right, but unfortunately the market does not accept such a change."

The people familiar with the matter said, "the consumers of the Yu Garden business district are mainly tourists from other parts of the country. These people come to Town God's Temple to experience the local characteristics of Shanghai, and the fast fashion brands such as H&M and OVS are obviously not their targets.

Of course, some customers will be willing to consume these brands. It is said that the two floor of Marsha's department stores often has some large-scale discount promotions, and has formed a group of fixed consumers. Unfortunately, such a group of customers is obviously too small to support the operation of the whole shopping mall, so the popularity of the shopping mall has always been unpopular, which has directly led to the failure of the fashion project in Henan.

RET Chen Lilin, general manager of Rui Yide Strategic Consultant Department, told reporters that the location of the fashion projects in Henan city is not accurate. The Yu Garden business circle is driven by tourism real estate. If the positioning of fashion is obviously unable to meet the actual consumption demand, it is best to add cultural elements.

It is reported that the latest takeover of the project, Fang Guangyao East, is a commercial real estate company based in Beijing, which specialties in the acquisition and operation of the uncompleted residential complex.

According to the project's investment personnel, the new project will be renamed the Town God's Temple square in Shanghai, with a floor area of 40 thousand square meters. The architectural style will be unified with the style of Town God's Temple. It mainly deals with artworks, handicrafts, special food and gourmet foods, etc.

"Basically, it is certain that no fashion brands will be recruited, and some businessmen with old Shanghai customs will be recruited, such as cheongsam or custom made clothing, Shanghai special snacks and even western mirror, which are related to the old Shanghai business. There will also be some jewelry categories.

At present, a number of merchants have been signed, and business adjustment is expected to be in place next October.

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Lack of characteristics in format layout

Reporters learned that the Central Plaza on Huaihai Road in Shanghai also fell into the dilemma of the adjustment of the format. It was reported that its vacancy rate has reached 30%.

Recently, reporters came to Central Plaza to see that the popularity of shopping malls was very cold. Apart from some customers in several coffee shops on the first floor, business in other clothing, jewelry and hairdressing salons was very light.

On the side of the first floor, the reporter saw that three shops had been closed, and the shops were covered with colorful investment advertisements.

In addition, there are sporadic empty shops on the two and third floors of the mall.

Only 3 businesses are still operating on the third floor, including two restaurants and an oral care unit.

The escalator on the third floor to the four floor has stopped running, and a notice on the sign says "suspension of service".

After inquiring about the news, reporters learned that the four floor of the shopping mall was originally a restaurant, but because of bad business, merchants had already withdrawn, and the entire four floor was closed for more than half a year.

It is reported that Shanghai Central Plaza is the first commercial real estate project entered by Sun Hung Kai estate in Shanghai. It has been opened for more than ten years, and has undergone several adjustments.

The project is close to the exit of Metro Line 1, surrounded by high-end office buildings.

Statistics show that the whole commercial building area of Central Plaza is nearly 12000 square meters, with a total of four floors.

According to the relevant departments of the shopping mall, the shopping mall will enter the adjustment period next year, and is currently in the stage of business invitation to attract high-end brands.

Chen Lilin pointed out that

The location is good, but the problem is that its smaller size and the area less than twenty thousand square meters bring limitations to its investment.

"The office buildings above are basically full rents, and the rents are very high. Therefore, the investment in central plaza should mainly consider satisfying office matching requirements, such as recruiting more restaurants, and doing a good business should be good.

It may be that the business side is leasing the idea of retail with the pursuit of high rent, so that many shops will also close when Huaihailu Road customs stores are coming.

In addition, because of the old buildings, the Central Plaza may be defective in the design of the moving line, and if the inner line is not clearly directed, consumers will not go in and waste a lot of space.

In short, in the highly competitive business circle of Huaihailu Road, the Central Plaza is difficult to break through in competition because of its limited area and single layout.

The 2014 China shopping center and chain brand cooperation development report recently released by China Chain Store Association CCFA and DDT China showed that the rents of shopping centers in many cities in China have declined to varying degrees, and business risks have been increasing.

In view of the vacancy rate, many cities' retail property vacancy rate exceeds 6% of the warning line.

Among them, Shenyang is the most domestic, and the quality retail property vacancy rate in 2013 is as high as 21.9%.

In Shanghai, there are already a large proportion of old shopping centres in the downtown area.

Making timely adjustments according to market changes may be the pressure faced by the older generation of shopping centers and the choices that must be made in competition.

The decline of passenger traffic and the emergence of empty batches are not suitable for modern consumers. The accumulation of various factors has led to further lower rent.

In this change, the traditional department stores have bid farewell to their past glory, which took only a few years.

Chen Lilin said that under the current circumstances, there will be two major trends in the development of shopping centers by region. The projects outside central will pay more attention to community, differentiation and dislocation competition.

"In places like Hongkong, there will be restrictions that can not be opened within 3 kilometers, but there is no regulation in the country, so competition will be fierce."

The central and inner ring projects will face major upgrading and pformation.

"For example, there will be an overall adjustment in Hang Lung Plaza, which has also made a big upgrade in recent years. This is a trend. Businesses also hope to increase the value of the property through these adjustments."

Chen Lilin also said that now consumers have an increasingly obvious psychological characteristics, shopping demand for shopping mall is not so strong, but entertainment, leisure experience needs can stimulate their desire for consumption.

"Before going shopping mainly for shopping, now it's for dinner and entertainment while buying things."

In the past, what consumers bought in shopping malls?