Wanda "Sell Rent", "Big Tenant" Suning Came Too Timely.

Suning's entry is actually equivalent to Wanda signed a large brand business (one of Wanda's 2000 strategic brand businesses), and the cooperation agreement mentioned "Wanda can be customized according to Suning needs planning and design", in fact, is a Wanda "order real estate" a necessary piece.

Wanda is so high-profile.

This large list is not very short of rent. Tiger sniffed the Wanda Commercial mid-term report in 2015, and found that the average rental rate of Wanda from 2012 to 2014 was between 99.2% and 99.3%, although it was slightly down 98.1% in 2015, but it did not mean that Wanda Commercial real estate was very short of rent.

Stand on

The point of view is simply to get a large "long meal ticket".

People who study Wanda's business model basically mention two essential elements of Wanda's success: order real estate, sell it for rent.

In most cities

Wanda Plaza sets up retail and service formats such as department stores, cinemas, KTV, office buildings, hotels and so on, and creates a three-dimensional consumption scenario under the line.

Among them, Wanda's "order real estate" mode -- signed a joint development agreement with the brand merchants, which city will be opened to the Wanda Plaza, and the brand merchants will follow in. In turn, Wanda Plaza will also refer to the needs of the brand merchants in the structural design.

"Selling rent for rent" is mainly Wanda's tight pressure on capital chain, that is, cash flow from residential real estate development and property sale, supporting the holding and sale business of commercial real estate.

There is no shortage of rents, but the offline shopping center is affected by the electricity supplier, and the loss of traditional department stores is aggravated.

It is reported that Wang Jianlin will close the national 45 Wanda stores, "in January 6, 2015, Wanda will close 10 serious deficit department stores, and compress 25 bad department stores, the Wanda Department will close the number of stores to account for 10% of the total."

The settlement of "big tenant" Suning, on the one hand, relieves the embarrassment of the single store loss department. On the other hand, Suning has long-term rental of Wanda store, and the rental area and experience volume are all large customers, which can save many small customers and save management costs.

The storefront of Suning line was also affected by the impact of the Internet.

At the end of 2014, Suning had a total of 1696 stores, and it reduced to 1637 in the second quarter of 2015 (1584 of which were chain stores), and the number of stores in Suning before 2014 was more than 1700.

Tiger sniffing once pointed out that Suning stores have been steadily decreasing, mainly because the rent growth of the second tier cities has brought pressure on business, and the newly opened storefront mainly comes from 35 line cities, which is known as "channel sink".

According to Wanda Commercial mid-term report in 2015, Wanda currently can rent a total area of 121 thousand square meters, according to urban grade distribution (with Wanda total building area distribution basically the same): first tier cities 10.5%; two city 39.8%; three cities 49.7%.

Therefore, Suning's "channel sinking" is consistent with Wanda's rent distribution.

But Suning has a "legacy" problem in the stores of a second tier city -- how to improve efficiency?

Suning wants to improve the efficiency of a second tier city storefront. Expansion is not their main theme, nor does it meet the benefit cost control.

The stores that cut costs will be moved to Wanda Plaza. Therefore, in the second tier cities, Suning stores will be able to see this phenomenon.

However, we should pay more attention to the adjustment of Suning storefront structure.