Wu Zheng: Operation Ability Determines Whether We Can Really Pry Assets.

The general consensus of the commercial real estate circle is that it will enter the stock activation period in 2016.

At the end of 2015, COFCO also joined the light asset management force. As the main manipulator of this sector, Wu Zheng, general manager of Tianjin Joy City, believes that asset management is only a means. The core level is to pry assets by operational capability, and the strong capital side will naturally take the initiative to find you.

Tianjin's business market in 2015 was not calm, the department store closed shop, the mainstream department store sales suffered double-digit decline.

In Wu Zheng's view, the crisis will not only be in the department store, but also the future shopping center will be more and more difficult.

Wu Zheng said that the homogenization competition of shopping centers will become more and more intense. Fast fashion, experience and children's formats will almost become the "standard" of any shopping mall. The screening of shopping places by consumers will be measured by distance.

"Successful shopping centres in the future will certainly not be like shopping centers in shopping centers."

Wu Zheng explained that when the supply of commercial items is relatively large, we must break through the content.

That's the only way to win competition.

"Shopping centres need to create some space for consumers to give them a reason to come here."

Last year, the daily flow of Tianjin's joy city was around 50 thousand passengers, reaching 80 thousand -10 passengers on weekends, with an average annual passenger volume of 22 million -2400 million.

In 2014, Tianjin's joy city was profitable. Last year, EBIDA (interest, depreciation and amortization) was over 200 million yuan.

Tianjin Joy City has become an influential and landmark project in the Tianjin market.

It is also the operation of recognition, last year, the city team took over the Tianjin gold business circle Jinhui square project, is expected to open at the end of this year.

"Commercial real estate will enter the stage of stock mobilization, and is no longer a period of incremental increments."

Wu Zheng said that whether or not it has operational capability determines whether it can really pry assets.

As for equity or non equity leveraging, it is a problem of late leverage, but in general, the strong management will come to you.

Since its opening in December 2011, Tianjin's Joy City has maintained an annual growth rate of 50%.

Tianjin Joy City also from a one-stop shopping center, theme shopping mall to a platform that can meet the diverse needs of consumers.

Wu Zheng said that this year's Tianjin Joy City will pay more attention to member research and better match and excavate business value from the complete consumption map.

"If I knew you came, I would have a better understanding of consumer demand, and targeted targeted incentives and incentives to stimulate them.

"

Shopping centres need to focus on local high viscosity customers.

Wu Zheng said, for

For example, the number of people is saturated, and the consumers try to find the feeling that they can generate consumption and satisfy their needs.

For Joy City, the pursuit of passenger quality is more important than quantity.

From managing commodities to managing passenger flow is the main trend of Retailing in a certain period of time.

Wu Zheng firmly believes that the format of shopping together will become increasingly fragile.

"Department stores will not disappear completely, but they will be destroyed in large areas."

The trend of Internet shopping will be better, more efficient and fake goods will gradually reduce. The purpose of consumption will easily be solved from the channel of e-commerce. If we still aim at shopping, the living space is bound to be narrow.

Shopping centers need to play the advantage of social attributes, resulting in random shopping.

"Socializing will stimulate random shopping. Two people will certainly buy more than one person."

We conducted a sample survey of 5000 people and randomly asked consumers why they came to Joy City. 65% of them said they came to eat and go shopping, and 35% was shopping.

These consumers are mainly shopping for hats, shoes and so on.

Wu Zheng said, they then asked consumers second questions, whether they finally realized the purchase.

The results showed that only 70% of the 35% people bought goods, while 65% did not buy anything, but 60% of them bought more.

This also shows that random shopping will be the trend of shopping center. It needs commercial efforts to enrich the goods and display features, and indirectly make the passenger flow enough, and stimulate the consumers' random shopping through businesses.