The King Of BBK Filled Up 5 Billion Yuan To Turn His Utopia Into Reality.

China

Wang Tian, the innovation maniac, is turning his Utopia into reality. He knocked down 5 billion yuan in one breath, and built a super MALL with an area of 700 thousand square meters, almost pure commerce.

He called this MALL a work of his BBK retail Kingdom adult ceremony.

Retail business in China,

Wang Tian, the chairman of the group, is regarded as a benchmarking figure because he is not a businessman in the shop. He is also a pioneer in various innovation experiments. He pioneered the trial of retail O2O and launched a global purchase. In order to reshape the supply chain, he personally turned into the chief buyer of the group, ran like cowboys to the world and captured high-quality goods, and directly established strategic cooperation with the brand players.

If there is any difference between him and a businessman who only earns money, he is the young man who dares to dream.

However, in many people's eyes, this pure commercial project, which costs 5 billion yuan and has no housing, is a bet.

In Wang Tian's view, he is going to build a super kingdom with entertainment as the theme, and design the entertainment theme MALL of the world's super COOL.

He put his dream in his stronghold - Changsha, with a deeply rooted entertainment gene, to build a super MALL of amusement theme in the national Xiangjiang New District, to win the main battlefield of future retailing for him.

Build a kingdom that makes young people crazy.

"We all say that business is no longer possible, and that the real business is indeed facing a bottleneck. I think the bottleneck lies in the fact that people only sell things. This business has a ceiling.

I have always wanted to find a solution. I think we will not fail, but we need iteration and change when everyone is playing down our physical business.

Wang Tian said he wanted to make Mei Xi new world a place for young people to scream.

"I want to be a super MALL with business, tourism, culture and entertainment as a whole, which is a way of luxury and fashion."

To this dream, he spent 5 billion yuan on the project as his own work, two years time to plunge into it.

For this project, he made three rounds of the world wide survey of all the successful MALL in the world. He took the whole main creation team to the United States first, then went to London, Paris and Dubai to see it once again; in the second lap, he made a circle in Singapore, Thailand, Malaysia and Philippines, and finally went to Japan and Korea.

Wang Tian was eventually influenced by several projects. One was the MALL of the United States, which combined the playground with MALL. In fact, Mei Xi Xintiandi is also a shopping mall of this type. There is also a MALL Osaka grandfront in Meishan station in Osaka, Japan. There is a sinking square. The fountain is flowing from the top steps. The waterscape is amazing. Wang filled up and saw it shocked. He told designers that Hunan is a water town in the south of China. The BBK Mexi new world must have a more beautiful sinking water square, so the project will appear in Mei Xi new world.

In order to bring the shopping mall to a truly world-class standard, Wang invited the company of the world-renowned design firm, Oscar, and in order to reflect the style of cultural heritage in the design of the academy and the cinema, he also invited the design "AndrewMartin prize", the independent designer Office of the Hongkong Luo Ling Jie, the only husband and wife prize winner of the international famous interior design award for the two projects.

Xu Shali, the general manager of the Meishan new world, told the author that the interior design of the Mei Xi Academy was discussed over 50 times with the designer and all the details were worn.

In order to highlight the original feeling and make the cement floor more textural, they constantly try to grayscale, adjust the relationship between water and cement.

Where does the book put it, and from what angle and multi-dimensional perspective will the customer turn around and how to make the guest walk up the stairs carelessly?

In this super MALL with amusement as its theme, the amusement facilities are the most surprising. "For example, the jumping machines in the amusement Kingdom usually jump down from the 10 storey height. Are you afraid? This jumper is 20 stories tall and is the highest 68.8 meters in China.

There's a roller coaster, who hasn't been there yet, but the roller coaster here is motorized, single in position, and empty above the waist line.

And rushing ahead is going slowly. You will be in a magical world of technology and light before you rush down. Finally, you will suddenly rush from danger to light.

There are no competitors in China's commercial complex theme park, but there are only the domestic flying experience museums; the only international level standard ice skating rink in China's shopping center; the rooftop farm with no competitors in the shopping center; and the first Chinese O+O school in cooperation with Dangdang line; there are also the first Quanjude in southern Meishan commercial street, and many international fast fashion brands are located in the flagship store in Hunan. At present, there are also the largest offline experience shops in the temple library. In the love square of Mei Xi commercial street, there are two heart devices that can be separated by rotating together, while Chocolate Museum is the only domestic cooperative partner in the world. Wang has found the most powerful people in various fields to cooperate, and has created many of them. According to Xu Shali, in the new world of Mei Xi, the size of the cloud top and Xinghe amusement kingdom is here.

This has become a social center for a cool young man.

"BBK is the top twenty retailer in China. If it is sold, this place may not be very convenient, so I do not want to emphasize the importance of selling things this time. I want to create a way of life.

Bring together all the elements of fun and experience, even in the whole country.

Wang Tian said Mei Xi new world should use the tags of amusement, fashion and artistry to radiate the crowd of 300 kilometers around Hunan area, while young people are the core target circles.

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New social center

"I want to take this opportunity to rebuild the membership system of BBK and do business for young people because they are the main force in the future."

Wang Tian disclosed that BBK has nearly 10 million members in Hunan. Now the core member is 60~70, the fastest growing group is the 80 generation, and the group is far behind 60~70.

And 80, 90 or even 00, is the future of Mei Xi new world to focus on attracting.

By creating the concept of city roaming home, using these exciting experiences and scenes, these young people are attracted back to the line, and the name of the membership system has changed from the former "big member" to a more temperature "small step home".

Wang is trying to attract these young people. In fact, it is also the main force of the current electricity supplier. He wants to reconnect these customers. He has a crazy entertainment marketing plan: a big marketing campaign every week. Every month there is a red fried chicken going to a star road. From the holding of the world-famous chocolate salon to the rock music festival, the beer festival, the college students, the middle school students' Music Festival, all kinds of cruises and conferences, such as the apple 7 conference, and so on, we keep on doing all kinds of tricks. We should make the Mei Xi new world into the center of fashion, fashion and art.

From another perspective, there may not be any city that is more suitable for MALL than Changsha. Chen Lilin, general manager of RET ruyde Strategic Services Department, told the author that Changsha is easier to pilot in the commercial complex with entertainment as the theme.

Changsha is called Star City, where there are not only very active entertainment programs, but also the entertainment spirit is rooted in the whole nation. Even in Jiangsu and Zhejiang, no Changsha has the spirit of national entertainment.

At 1 or 2 o'clock in the morning, there are only 10 yuan in the pocket of the people in Changsha.

With the popularity of the entertainment and tourism consumption trend of the whole nation, nowadays, business and tourism are also separated from each other. The function of the business is more and more abundant. The experience and interactive emotional marketing of business travel can bring consumers more stimulation from hearing, vision and somatosensory, and bring a better consumption experience.

Commercial real estate: Wanda in the "real estate" end, BBK in the "commercial" end.

The famous shopping mall mode in China is Wanda mode, while most of the domestic shopping centers are large.

This is also the mode of real estate business.

And BBK's MALL is dominated by holdings.

Even a new 700 thousand square meter super MALL in Mexi new world.

"In the past, in China, 200 thousand ~30 million square meters of MALL even big volume, now millions of shopping centers also have some."

Chen Lilin said that the mode of holding business is based on the mode of commercial child raising. If we cultivate it wholeheartedly, the scale of assets and income can be doubled in the future.

Such as Shanghai's global port, Beijing's Yansha Jin Yuan MALL is a more representative, more successful holding type shopping center.

Another surprising thing is that the complex of Mexi new world does not make residential projects.

For this doubt, the logic of Wang fill is also very simple. The housing price in Changsha is not high, and the one-time income from housing is very small, and the advantage of BBK is not for residential development, but for commercial operation.

He wants to make Maxi new world the ultimate and maximize its commercial value. This is also the greatest significance of Mei Xi new world.

BBK put its innovative works in the commercial field in the new world of Mei Xi. In the Messi department store, which opened in June 25th, it will realize the same color system and make a step towards the future buyer's market. In the good market of BBK, it integrated into the European traditional market concept, the modern supermarket with all imported high-quality ingredients, the standard of the executive chef of the Michelin restaurant, which can be processed on the spot, while its boutique has all the commodities from all over the world, and it is also the representative of BBK's third generation supermarket hypermarket.

Luan Shun, vice president of BBK group and general manager of Moore / general merchandise department, said BBK is a commercial operator and service provider.

What foreigners like to do is the whole industry chain, which is a harmonious competition and a healthy competition in a business circle.

Today, in the Mei Xi international new town, all the well-known developers are coming in. We do not compete with developers to build houses.

What we want to compete is not in the horizontal aspect of geography, but in the vertical direction of the whole industry. Our goal is to achieve the ultimate business part and make it a unique example of the national complex.