Shopping Centres Can'T Just Sell Things If They Want To Turn Over.

The location of shopping mall is different from that of department stores. Wanda Plaza site is rarely located in the core area of the city, because the high cost of land in the core area will lead to a decrease in the rate of return on investment.

The location of Wanda Plaza follows three principles: first, convenient pportation.

At least two main urban roads are accessible from two directions.

If there is only one main road, there will be more traffic and more traffic, which will cause traffic jam.

The two is the size of the living population.

The location of Wanda Plaza requires a radius of 5 kilometres to 300 thousand.

High speed rail stations and airports may have tens of millions of passengers per year, but Wanda will not consider them in principle because floating population is only occasionally consumed, and shopping centres need repeat customers.

Three, there are no similar formats in adjacent areas.

Why can Wanda Square open a prosperous one?

This year, there are three phenomena in China's consumer market.

First, the growth rate of passenger traffic is decreasing.

In spite of the severe economic situation, although the passenger flow of Wanda Plaza is still growing, the average growth is single digit.

In the past five years, the annual passenger flow of Wanda Plaza increased by two digits.

The two is the drop in unit price.

Wanda Plaza includes retail, catering, entertainment, culture and other formats. Last year, each customer spent an average of more than 100 yuan per consumption, and this year only 90 yuan, which also includes 3% of the inflation factor, which indicates that the consumer's willingness to consume is declining, or the consumption ability is declining.

Three, businesses reduce stores.

In particular, some multinational chain enterprises have followed Wanda, how many stores have been opened, and even several chain enterprises have been fighting for a store, but this year, these chain enterprises generally reduce their plans.

These phenomena show that China's consumer market does encounter problems.

Why

The main reasons are:

Site selection

The location of shopping mall is different from that of department stores. Wanda Plaza site is rarely located in the core area of the city, because the high cost of land in the core area will lead to a decrease in the rate of return on investment.

The location of Wanda Plaza follows three principles:

First, the pportation is convenient.

At least two main urban roads are accessible from two directions.

If there is only one main road, there will be more traffic and more traffic, which will cause traffic jam.

The two is the size of the living population.

The location of Wanda Plaza requires a radius of 5 kilometres to 300 thousand.

High speed rail stations and airports may have tens of millions of passengers per year, but Wanda will not consider them in principle because floating population is only occasionally consumed, and shopping centres need repeat customers.

Three, there are no similar formats in adjacent areas.

Two, positioning

The main reason for the prosperity of Wanda Plaza is accurate positioning.

The location of Wanda Plaza is young, fashionable and popular. Its customers are mainly young people 15~35 years old. Merchants mainly focus on fast fashion brands, public catering, cultural and entertainment brands.

High end is not the main direction of Wanda Plaza, but if the location is particularly good, Wanda will occasionally do high-end.

Next year, Wanda will have two world's leading luxury shopping centers in Changsha and Wuhan. These two projects will surpass all shopping centers in Greater China (including Hongkong), regardless of building facade, facade design, interior decoration or brand promotion.

The overall positioning of Wanda Plaza is the advantage of being middle and upper.

First, there is popularity.

Mass consumption is popular. Luxury stores, though priced at high prices, have a low flow rate and low rate of random consumption.

Wanda did an investigation and found customers.

In general, the purpose of consumption is only 20%~30%, and more than 2/3 are random consumption. When watching a movie, they may have a meal, and may sing after shopping.

Therefore, only by doing mass consumption can it be popular.

Sales will be high if people are strong.

Two, it is easy to copy.

A few years ago, Wanda Group began to speed up. This year, it opened 18 Wanda Plaza and 12 five star hotels. Next year, it plans to open 20 Wanda Plaza and 17 hotels. In 2014, it plans to open 24 Wanda Plaza and 18 hotels. It is estimated that Wanda will keep the opening speed of 20 Wanda Plaza and 15 hotels annually.

If all luxury stores are opened, cities are restricted and lots are limited, so it is impossible to achieve "industrialization" duplication.

The three is to leave room for improvement.

For example, Wanda Plaza, Shanghai, Wujiaochang, the mid-range shop has just started. But with the maturity of the surrounding communities and the upgrading of consumption levels, some high-end brands have been gradually introduced.

If Wanda Plaza truly becomes a city center, there will be many luxury brands willing to come in. It will be easier to make adjustments at that time.

If you want to make a luxury at the beginning, it will be troublesome to change it later.

Three, design

Design is the key to the prosperity of shopping centers.

As a consultant to some big banks, I was asked to make a diagnosis for some shopping centers with bad assets. The bank hoped that I could provide some experience to help them to do it, but after seeing some projects, I had only one idea: blow up again, and there was no improvement.

For example, a shopping center in Songjiang, Shanghai, near the university town and the end of the subway station is very good, but the total area of the complex is 480 thousand square meters. It only has 7 floors, more than 60 thousand square meters for each floor, 4.5 meters for a unified floor and 500 kilos for loads.

More than 60 thousand square meters of a layer, people can not find the north; unified layer height, load, did not consider the needs of businesses.

At that time, at the time of the foundation pit stage, I sincerely proposed to several shareholders that we must push back, but they could not bear the tens of millions of dollars that had been put into the foundation construction. Finally, the project became a uncompleted residential building and lost several billion.

There was a shopping center in Guangdong, which was then called the world's largest. There was no problem with the location of the project, there was no problem in positioning, and there was also a major problem in design.

The company has invited seven or eight international and domestic investment teams, but no matter how to invest.

After that, I suggested demolished, because the building was only two or three stories at that time, and the cost was very low.

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If the land is dismantled and sold according to the present land price, the bank can recover the loan, the shareholders can recover the investment, the construction team can get the wages, and it can achieve a win-win situation. Unfortunately, they failed to make this decision, so the project is still very difficult now.

Ji'nan Quancheng road is a famous commercial street with a history of several hundred years. It used to be only 15 meters wide, but it was very popular.

Later, the pformation of the pedestrian street widened to 70 meters, so wide scale does not conform to the rule of pedestrian commercial block.

As a result, people are walking on both sides of the road.

Finally, there is no way to turn the pedestrian street into a city street.

There are many examples. Commercial design is different from architectural design. Architects do not necessarily understand business. Business design must be knowledgeable.

There are three main points in designing shopping mall:

First, traffic priority.

First of all, considering the vehicle entering and leaving, the large shopping center can not leave the car. We should fully consider the relationship with the surrounding traffic, and we must not only enter quickly but also evacuate quickly.

Not only ground traffic, but also underground parking lots should be attached great importance to, so that owners can quickly find parking spaces.

The two is the choice of entrance and exit.

The shopping mall's main door should be in the direction people often walk.

People have inertia, and they always go to one place when they are on the right track. This is the reason why commercial "death from the street" and "one step worse than 30%" is the saying.

When people come from the East, they can't face the West. They can hold water like reservoirs.

The three is the moving line of the crowd.

When people walk around shopping centers, they will feel tired if they walk around and walk about 400 meters, so the building length is best controlled within 400 meters.

Wanda Planning Institute has a famous saying "do not go back to the road". The moving line of people is either "one" or "mouth".

If it is designed to be parallel to two lines, there must be a rather deserted one.

There are many designs for shopping centers. Wanda is now writing books on investment and operation management of shopping centers, summarizing our experience of shopping centers for many years, and planning to publish them soon.

If you want to know how to make a shopping center, you can have a look.

Four, format

More options for Wanda Plaza

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One is to emphasize experiential consumption.

Wanda Plaza clearly stipulates that experiential consumption is greater than 50%.

Many people feel that experiential consumer businesses have low rents and high rents.

But if a shopping center sells clothes, the rent will not go up. If it matches the formats of food, food, culture and entertainment, the rent is not necessarily less, but the rents of clothing will be higher.

Moreover, different formats promote each other's sales, which is more effective.

Two, catering is more important.

The catering business of each Wanda Plaza accounts for more than 20% of the total rental area, and there are generally 30 or more than 40 restaurants.

8 years ago, I put forward that the shopping center should do more food and drink, and put the food on the top floor. At that time, many people did not understand. I said: China's shopping center is not sold, but is eaten.

"Food is the food of the people", the Chinese are tasty, and because of the difference of regional culture, the preferences of different regions are quite different.

We also decided to reduce the joint development of food and beverage brands, and introduce what local people like.

Every Wanda Plaza should investigate the local catering industry before the investment. The top 30 of the local catering brands must be introduced to not less than 20.

Practice has proved that our judgement is correct. Catering has just become a trump card in Wanda Plaza.

After the restaurant fire, not only can the rent reach the average retail level, but also attract the passengers to go up, and then turn down from the top floor to form the "waterfall effect" in the business, which makes the shopping mall full of popularity.

The three is to choose one company in the same industry to enhance efficiency.

The four is grading businesses.

Wanda internal evaluation of thousands of businesses following the development of Wanda is rated as four grades: A, B, C and D. Wanda Plaza of different levels can only choose the brand of corresponding level.

For example, Wanda Plaza a shop can only choose A, B brand, B class shop can only choose A, B, C brand.

This will not only prevent internal corruption, but also encourage businessmen to continue to improve.

Five, management

The core of the thriving shopping center is management.

There are five ways to manage:

First, management is more important than construction.

I often emphasize that business management is the core competitiveness of Wanda.

Wanda Commercial Management Company is equipped with more cadres than other systems and ranks higher than other systems.

The salary is equal to the project development company, and the salary of the business management staff is no less than that of the real estate developer.

Two, we are good at solving problems.

Any shopping center will encounter problems after opening up. Wanda is not God, and some squares also appear to be not prosperous after opening.

For example, Wanda Plaza, Taiyuan street, Shenyang, has a very good location. But after the opening of the business, the popularity declined sharply, and the maximum rent was 20%.

We immediately organized the study. The president held several meetings on the spot, and the design, management and research departments met for more than a dozen times. Finally, the conclusion was that the problem was located.

So we adjusted the location and changed more than half of the businesses in 5 months.

After finding the right location, the Plaza soon prospered. At present, the popularity of the Plaza ranks the top ten in Wanda Plaza.

To be a shopping center, we must dare to face problems, avoid evasion, and be good at researching and solving problems. In particular, when businesses are closing up or evacuating at the beginning, they should be solved at once. Otherwise, it will be difficult to wait until the 30% businesses close.

The three is to support businesses.

Some restaurants in China do well, but there are not many chain stores, because a restaurant is decorated tens of millions of dollars and the pressure of chain development funds is too great.

Wanda will support such a restaurant. We will provide all the decoration and allow the restaurant to repay several years to help them form a chain operation.

Wanda Plaza's famous "big player" is also supported by Wanda.

Big players follow the development of Wanda's national chain. At the beginning, they couldn't keep up with them. Wanda also sent people to help them collect money. When they formed a climate, management personnel kept up with them and pulled people back.

Wanda also provides a rent free period for quality businesses, giving businesses reasonable rent, and resisting excessive rents.

The higher the rents, the greater the risk. Shopping centres must never have a short-term rent squeeze mentality.

The patience and devotion of the early stage can be sustained for a long time.

The four is to attach importance to information construction.

Wanda Group set up its own information management center many years ago, recruiting many talented people at home and abroad, and developing their own software.

The management of rent, operation, safety, finance and so on in Wanda Plaza is all informationized.

Informatization standardizes management, reduces loopholes and mistakes, and greatly supports the development of business management companies.

The five is standardized management.

Wanda business management company has published nearly 20 books, and has very detailed operation rules for every business.

For example, "shop manual", shop opening process is divided into a number of small items, at a glance.

Investment, security, rents and so on also form management standards.

Standardization is combined with information technology, and what everyone does next month and next week is clear and clear. As long as we follow suit and do bit, the new people will soon get started.

In the process of opening Wanda Plaza, Wang Jianlin concluded that apart from a set of ways to make food and drink in the top floor, the local top 30 restaurant brands must be introduced to not less than 20.

Because of the popularity of food and beverage in the top floor, the flow of people through the "waterfall" effect, leading to other floors business.

By the end of 2010, Wanda Group will open nearly 70 Wanda Plaza, and dozens of them will be built, which are distributed in 28 provinces and cities throughout the country. We can accurately grasp the trend of China's consumer market.