Tang Yao: The Impact Of E-Commerce On Shopping Centers Is Negligible.

In the past two years, the word "electricity supplier" has become a hot word in the commercial real estate circle. Even the media have begun to report the achievements of the electricity supplier in the annual double eleven. The traditional retail demise of the company has been rampant. Many retail developers have also opened their websites. Many people say that the arrival of the electricity supplier era will eventually replace the real business, and even the real business will eventually die out.

The good or bad of the shopping center is related to the management level of the enterprise, and it can not put the responsibility on the electric business. The electricity supplier's so-called impact on department stores, street shops, household appliances and other specific formats do exist, but the impact on shopping centers is very, very small, almost negligible.

Commercial real estate has made great progress in China in the past two years. From a nationwide perspective, 123 line or even four line cities are developing and building urban commercial complexes. The momentum of rapid growth and the launch of large volume projects at all levels have also led to fierce competition. However, just as before the Olympic games, Kita Kamihiro and other first tier urban projects concentrated on the horse, resulting in a short time pressure on investment. After several years of digestion, it became a brand extension shop.

Therefore, I believe that the fierce competition in the commercial real estate market is only phased. After several years of spanmission and spanformation, this stage of pressure will gradually be digested, and good quality commercial projects will still be in short supply. Therefore, there is no excess crisis in commercial real estate. Competition is only phased, and there will be market opportunities in the future. But at the present level of consumption of the three or four line population, there is still a great risk in this speed.

Commercial real estate has a slogan, planning decides the foundation, inviting investment to achieve blueprint, management and management to create value, and ultimately to move real estate, or to rely on business. Therefore, for developers, the initial market positioning, market research, including the judgment of the city is very important. At the same time, how to attract people in the late stage of operation, promotion and promotion, brand combination, graphic planning, traffic organization and management ability are all very important. With Changsheng industry has done a case in Chongqing, it is the big Rongcheng project, which is a "three side" project, which is "side adjustment", "side investment" and "side operation". The total volume of the 130 thousand party occupies the core position of the Guanyin Bridge business circle in Chongqing, the surrounding traffic is also developed, and many light rail spanit lines are directly accessible. It can be said that the golden area is the golden environment. However, due to various problems existing in the initial projects, although they occupy the right place and time, the project has not been very hot. Internal design A lot of adjustments have been made in the location of shopping arcade, the moving line of people and the location of brands. In the short span of one and a half years after the connection, 103 businesses were introduced to the shopping mall, and the rental income of the project doubled. Chongqing Especially in the three north area, the first choice for shopping is cool and fashionable.

Another successful example is the Hongqiao square in Yangzhou. Before joining the case, the Hongqiao square project is located close to the scenic spot. The project planning orientation is facing the tourist guests. After receiving the case, our team found that according to the actual site conditions and the characteristics of tourism, the location of the project is very difficult for the tourists in the non tourist season. According to the project, we have carried out various plans such as pre planning, positioning change, facade reconstruction and investment orientation. The adjusted plan is "37 open". Before it was seven for tourists, three for local, we adjusted for the reverse. Seven for local, three for tourists. In the latter part of the business, we also cooperated with the owner of the Slender West Lake tourism development group. Many businesses were first settled in Yangzhou, such as green Pavilion, Haagen Dazs, East Lai Shun, Quanjude, the sky city of cats, etc. these brands themselves have a certain reputation, which also provided a good brand effect for the late project to become hot. Through good operation and management, since the opening of the first store in July 1, 2013 to February 2014, most of the businesses have opened up, and the whole block has been showing a steady flow of people and traffic. The development of the project has not been carried out in accordance with the normal commercial process. It has entered the commercial maturity stage from the start of the business, and has entered a business maturity period. The rental of the merchants has been increased by 160% over the expectation. Among them, the sweet shop has become the largest single store in the country, and this project deserves to become a city name card project in Yangzhou.

　　 business There is a clock theory, that is, there are people in shopping malls, businesses have turnover, owners can continue to raise rents, as landlords can continue to have room for improvement. Today, many so-called well-known domestic commercial real estate developers feel that the idea of spending on this operation is far from enough.

In addition, shopping centers themselves provide experiential shopping for consumers, take care of consumers' sense of feeling in many ways, create a place for consumers to respect the emotional needs of people's face-to-face exchanges and family reunion needs.