Commercial Real Estate Entered The Era Of Horse Race?

The expansion of joy city is also a microcosm of Chinese developers' "horse race" commercial real estate.

In January this year, the former COFCO Holdings Limited announced that the company was renamed the grand joy real estate company limited.

This is the landing of COFCO's operation on the sub platform of residential real estate and commercial real estate. For the joy city project, Zhou Zheng, COFCO land chairman, also said that the brand of the joy city complex will be the main way for the development of COFCO land, and the extension of COFCO will also rely on the joy city as the main body.

For reasons of renaming,

Side said that the completion of the acquisition of "Joy City"

After 6 comprehensive projects and property, the "pleasure city" team will be expanded, and the group will focus on the development and management of the city brand.

Changing names can better identify and expand the main business of the group in mainland China and Hongkong, and also clarify the status of the joy city brand and commercial property in COFCO's overseas listing platform.

At the end of 2007, COFCO opened its first pleasure city in Xidan.

In May 2009, Shenyang Zhongjie joy city appeared.

Since then, COFCO began to layout the joy city product line, and in May 2010 and December, respectively, Chaoyang Joy City and Shanghai Joy City.

A year later, Tianjin Joy City opened.

In 2014, the first bay theme shopping center in Yantai was unveiled, and this year's two phase of the Shanghai Joy City and the Chengdu theme city of the theme park will be released.

According to the previous plan, COFCO will complete the construction of 11 joy cities in 2-3 years and deliver 20 joy cities in five years.

At present, the city layout of yueyuecheng brand is mainly based on the first tier cities, and radiates the Yangtze River Delta, the Pearl River Delta, the Bohai Bay and other places.

However, it has to be noticed that at present, domestic competition is beginning to be fierce in these cities.

"Domestic developers are starting to roam, so we all want to occupy the place first so that we can slowly raise our commercial real estate."

Ouyang Jie, senior vice president of Xincheng holdings, told reporters.

Like the new town holding company, through its own "Xincheng Yuyue Plaza" shopping center project expansion, reporter statistics, Xincheng holding has more than 10 urban complex projects in the whole country, mainly distributed in the Yangtze River Delta area with Shanghai as the center.

"There is no shortage of shopping centers in the first tier cities, and the consumers here are more demanding. But it is for these reasons that we need to build our strategic goals in the first tier cities."

Wang Zhenhua, chairman of Xincheng holding company, told reporters.

Some developers choose to layout the commercial real estate through the strategy of "encircling the cities in the countryside".

Jia Kai City chose to develop "urban living room" commercial real estate projects in some economically developed cities and towns.

Chairman of Kai Kai City

He told reporters that the city hall project is a unique combination of "modern experience business + government public resources". It is a service platform for urban residents integrating leisure social functions, display and service functions, municipal services and local characteristics.

The reporter once visited the shop in Zhejiang, although it can not compare with the first tier cities, and the shopping center design is very "Earth", but such brand and proportion are very suitable for the local area.

At the end of the week, every store was packed with people, and its catering business remained in full state. The price of these restaurants was almost the same as that of the first tier cities, and its good operation results could be seen.