How Did Wanda Extend To The Three Or Four Line In More Than Ten Years?

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A report released also pointed out that the three or four line is now the fastest growing Wanda.

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In a report, we mentioned Wanda Plaza's "selling rent" business mode, that is, establishing a city complex through the commercial plaza. After the rise of the surrounding land prices, the shops, office buildings and apartments in the complex will be sold for sale.

Such a business model can solve the capital bottleneck that the general market will expand at a high speed.

Wanda put such a model into the country and quickly copied and built a huge commercial empire.

Up to now, there are 149 Wanda Plaza in China.

After opening, Wanda mainly depended on coming from

Store revenue and cinema line revenue to achieve long-term success.

The Wanda channel's sinking has benefited from the strong consumer demand of the three or four line cities, and we can further judge the two trends of the low level cities such as the level of fast consumption and the consumption of films.

According to the latest report of the consumer index, the growth rate of fast moving consumer goods and modern channels (hypermarkets, supermarkets and convenience stores) increased in the second quarter of this year compared with the same period last year and the previous quarter.

This is mainly attributed to the outstanding performance of the three or four tier cities, with sales growth reaching 2% and 3.9% respectively.

At the same time, McKinsey's report also used data to show us the rise of low rise cities and the significance of physical stores to urban consumers.

The penetration of electricity in the three and three cities is 62%, while in the consumption sector, more than 3/4 of the offline experience comes from stores.

These figures show that the physical shopping malls as a place of experience for the stores, the behavior of consumers in low tier cities is still very large.

As for the measurement of film consumption, the 2015 first half data released by cat eye show that the growth rate of box office in three or four line cities is increasing rapidly. The largest three line cities with year-on-year box office growth have generally reached over 100%, and the growth rate of the four tier cities is even more than 200%.

Although the box office base of the three or four tier cities is small, the huge growth rate reflects the development potential of such digital entertainment in the three or four line city.

From these data, the three or four line cities with active consumption are indeed a suitable market for Wanda development.

Wang Jianlin once said that the three or four line cities had higher consumption loyalty, and a Wanda Plaza had a wider population in the low level cities.

Without other good commercial complex, Wanda can easily become the first choice for consumers in the three or four tier cities.

In addition, the investment rent return rate of the three or four line cities is higher than that of the second tier cities.

Here, according to the criteria of the city standard based on the city economic index and the real estate index, the statistics of Wanda Plaza's opening up in the past 15 years in each line city are made to determine how fast Wanda can advance into the three or four line.

You can take a look at the chart below.

However, at present, the complex has already encountered an excess crisis in some three or four line cities, and the commercial volume of many cities has already far exceeded the digestion ability of the local market.

Zhejiang is particularly evident: besides the blowout of commercial projects in Wenzhou, Shaoxing, Jinhua, Ningbo and other cities, Fenghua, Yuyao and other three or four small cities also have such a common problem: a small town (county-level city) with only a few hundred thousand people has crowded into ten shopping centers.

A few months ago, Wanda said it would stop developing in the three or four tier cities, while lowering sales targets and starting to consume inventories.

Of course, those who have already won will continue to develop, and the Wanda festival in the three or four tier cities will continue for some time.