The transformation and upgrading of the old shopping areas, how to fight against the giant Mall?

Chinese business data monitoring of the main cities of the country's business district found that more and more giant shopping centers to drive the rise of new business districts at the same time, the diversion of the traditional business district of the flow of customers, the old business district in this increasingly aged and declining as a common problem in many cities. Lack of giant shopping centers to support the old business district how to effectively organize the circle of shopping malls accurate positioning mismatch competition, and actively improve the overall hardware and software of the business district has become a lot of traditional business districts and district business committees have to face the problem. The following old shopping district after many rounds of transformation finally succeeded in turning over the interesting cases hope to give you some inspiration.

From 1994 to 2006, from being ahead to being beaten

Changning District's oldest shopping districts, Hongqiao and Tianshan, were very popular in the early 1990s with their white-collar boutique department stores, Youyi Mall, and the popular community department store, Tianshan Mansion, and their annual turnovers were far higher than neighboring Zhongshan Park in the year 2006, with a total turnover of over $4.5 billion. Before 2006, the annual turnover of the shopping district far exceeded that of the neighboring Zhongshan Park shopping district. Subsequently, with only one metro stop away from the rail hub Zhongshan Park giant Longemont Shopping Center opened, coupled with a number of large shopping centers around the diversion, the first advantage of the business district no longer exists.

2007 to 2012 The first round of counterattack - the four reinforcements out of the division lost

Tianshan Road took the lead in launching the first wave of counterattacks, followed by the opening of the end of 2016, Line 2, Zhongshan Park Station to Songhong Road Station, Hongxin Fashion Plaza, Hongqiao Tendu, Changfang Times, Huijin four medium-sized malls opened in Opened in 2008, but the four shopping malls due to the limited size and features are not distinctive are out of luck, Hongqiao Tianshan the entire business district turnover in 2010 began to be Zhongshan Park business district to overtake and continue to widen the gap. Tianshan commercial building, Hongqiao Parkson and where the Hongqiao Shanghai City has been closed, Zhongshan Park Longemont single shopping center turnover was once higher than the turnover of the whole business circle of Hongqiao Tianshan all the malls and turnover.

2013 to 2017 The second round of counterattack - stock optimization, transformation and upgrading and new projects synchronized

Hongqiao Tianshan shopping area then launched a second wave of counterattack in 2013, and actively looking for more operational experience of the group to take over the lost project, but small and medium-sized stock of projects piled up! Hongqiao Friendship expanded its underground supermarket and Tianshan Cinema expanded and upgraded to Hongqiao Art Center. The business district was upgraded from a district-level business district to a municipal-level business district during this period.

It is worth noting that the volume of Zhongshan Park Longemont is roughly equivalent to the Shangjia Center, Hongqiao Nanfengcheng, Jinhongqiao, Parkson Yucheng, the four main stores of the shopping district area, but the sum of the four major turnovers at the beginning of the opening was once much lower than the Longemont.

2017 transformation finally succeeded in realizing the reversal, the business circle embraced free parking + underground channel systematic infusion

District Business Committee to promote the business circle of six shopping malls embraced the launch of the holiday any consumption of free parking for five hours of activities, which is unique in the municipal business circle, the popularity of the circle is also therefore gathered. The four underground channels in the business circle by the end of 2017 has been connected to three of them, for the business circle of each project to bring more traffic.

After years of dedicated adjustment and operation, the new Hongqiao Tianshan business district finally returned to the upward trajectory from the trough in 2013, and became the first business district with the highest turnover in Changning District. 2017, the overall turnover of the new Hongqiao Tianshan business district exceeded 5 billion yuan, and the year-on-year growth of the consumption of the district reached a double-digit rate, which is the highest in the municipal-level business district.

Complementary interoperability model works, two pairs of twin stars shine

Through the characteristics of positioning staggered competition, the formation of two pairs of face-to-face interoperability and complementary advantages of the four main stores. To a certain extent, the equivalent of the formation of two large shopping centers, respectively, the eastern Zunyi Road Hongqiao Twin Star - European fashion brand-name theme of Shangjia Center and Hongqiao Nanfeng City Hongqiao happy family theme of the Hongqiao, the western Loushanguan Road Tianshan Twin Star - Japanese-style lifestyle theme of the Jin Hongqiao lifestyle-themed Jin Hongqiao Shopping Center and Korean-style city outlet-themed Parkson Yucheng.

The total turnover of these four store kings in 2017 is expected to reach 3.6 billion yuan, finally surpassing Zhongshan Park Longemont for the first time. Among them, the parent-child fashion positioning of the family shopping center masterpiece Hongqiao Nanfeng City annual turnover of 1 billion yuan, can be called the magic city third luxury shopping center Shangjia Center and city outlet model Parkson Uke last year, both across 800 million, to the garden-type shopping malls and Japanese-style neighborhoods known for the Jin Hongqiao international center Jin Hongqiao mall last year, the turnover of more than 700 million. Gubei Takashimaya transformation community shopping center also initial success, and Hongqiao Friendship Shopping Center combined turnover of more than 1 billion.

1, a richer mix of business

Through differentiation and mismatch competition, the business district also has a luxury collection of high-end shopping center Shangjia Center, Hongqiao Nanfeng City preferred by parents and children of families, cost-effective city outlet Parkson Yucheng, as well as white-collar department store Youyi Mall, the traditional community department store Huijin Tianshan store, the gourmet world of the Paris Spring and other distinctive business clusters. These shopping malls gather the richness of the industry mix naturally far from a super shopping center can accommodate.

2, the brand is more diverse

clothing, Shangjia Center has a number of international first-tier luxury brands and high-grade designer brands, Hongqiao Nanfeng City, focusing on hot fast-fashion brands, sports brands and children's apparel, Jinhongqiao, a large number of Japanese special clothing and Japanese home grocery brands, Parkson Yucheng to the Korean special brands as a weapon. These four major shopping malls play to their respective strengths, and actively introduce a variety of special first store brands. For example, Shangjia Center introduced German tea T9, Danish raincoat RAINS, Hongqiao Nanfeng City introduced soy sauce & Heisei House sister store, Taiwan MONEYJUMP family restaurant, Jin Hongqiao introduced Thomas family restaurant, Japan Ya Pinjia Supermarket, Hong Kong, Yu Rensheng Yu Xuan Chinese Medicine Clinic, Parkson Yucheng introduced the Coco Montezuma Leer Theme Park ... ... ....

And then take the supermarket as an example, the shopping district collection of five major supermarkets Hong Kong-style boutique supermarket Jiu Guang Freshmart Freshmart, Japan Ya Pinjia supermarkets, China Resources OLE boutique supermarkets, Friendship Supermarkets, popular Huijin supermarkets, movie theaters and children's playgrounds each shopping malls also have their own considerations to the introduction of a different brand, different brands have their own loyal clientele, undoubtedly attracting a wider range of customer groups.

3, the activities are more rich

A number of shopping malls activities like a combination of punches, such as the Shangjia Center is known for elegant performances and fashion and art activities to win the hearts of high-income groups, Hongqiao Nanfeng City, with the dazzling array of high-standard parent-child IP exhibition unique in Shanghai to become the first choice of mothers of Magic City shopping malls, the Golden Rainbow Bridge shopping malls continue to hold Japan Week, Summer Festival and KidsHalloween and other activities to shape the KidsHalloween and other activities to shape the distinctive Japanese characteristics and international family label, Parkson Yucheng has a large discount activities, these activities are held at the same time, the radiation power is far more than a giant shopping mall can hold activities.

4, the property infrastructure is relatively good

Unlike many traditional business districts only a few thousand to 30,000 square meters of small and medium-sized properties, Hongqiao Tianshan shopping malls in the business district of the hardware conditions are relatively good, after upgrading can still be with the mega shopping malls to fight. For example, Hongqiao Nanfeng City has been renovated and expanded to 110,000 square meters, the brand-new Jinhongqiao Mall is over 80,000 square meters, and the relatively small Shangjia Center and Parkson Yucheng Yucheng each focus on luxury goods and urban outlets. A number of stock malls have also been or will soon be engineering optimization and transformation.

5, cleverly play the cultural card

Tianshan cinema upgraded and expanded into a single large cultural complex - Hongqiao Art Center, Hongqiao Art Center, a thousand-seat theater itself to fill the gap in the western Shanghai amphitheatre, upgraded 926-seat, seven cinema halls composed of Tianshan Cinema, advanced screening equipment The audio-visual enjoyment brought by the annual box office of more than 30 million Changning district box office a brother, but also for the Tianshan Road has accumulated a lot of popularity.

Anime musicals, concerts, fashion plays, laughable stage plays ...... these novel attempts, loved by young white-collar workers. Hongqiao Art Center's average annual foot traffic exceeded 600,000 people. More than two hundred performances and tens of thousands of movie screenings, together with the long-running public **** cultural exhibition activities, have boosted the surrounding business atmosphere far beyond expectations. In the future, SOHO Tianshan Plaza concert hall and other new cultural facilities will continue to join the business district.

6, more in line with the habits of the residents of the business district

Hongqiao Tianshan business district has a large number of residents of Japan, South Korea and Hong Kong and Taiwan within the radiation circle, compared with more than 200,000 square meters of giant super shopping center, this group of foreign residents or more adaptable to the home near the more in line with their own needs, precise positioning and distinctive features of the large and medium-sized shopping malls. The high-density and compact road network structure of the new Hongqiao Tianshan commercial district and the comfortable and convenient public **** environment are also more attractive to these foreign residents to spend money nearby.

In 2018, external competition intensified and a new round of renovation was initiated

Hongqiao Tianshan shopping district is surrounded by strong rivals, with the new power of Zhongshan Park shopping district CapitaLand's Changning Raffles on the east side, the new Joy City Changfeng in Changfeng shopping district on the north side across the bridge, and the 2 large complexes of Ikea Aggregation and Dafanghui in the air-conditioned shopping district of Songhong Road station on the west side, with the largest shopping center Xujiahui Center of Sun Hung Kai on the south-east side. Shopping center Xujiahui Center is ready to go, Hongqiao Road Station Hongfang Rongqiao Center, Pomegranate Group IM Plaza and Triumph Square Three Musketeers quietly under construction, the northeast Jinshajiang Road Station Yuexing Global Harbor to respond to the needs of the residents to adjust the popularity of the gradual increase in the north-west side of the True North Road Station Nonggong 118 Plaza, the third phase of the Venetian Water Town quietly prepare. Southeast and northwest competition interception and anti-diversion war smoke. Hongqiao Tianshan business district how to fight next?

Stock malls to further adjust

Hongqiao Tiandu will be the first overall adjustment; Hongqiao Friendship Shopping Center, Huijin Department Store Tianshan store, Takashimaya Department Store's industry and brand structure will also be further optimized. In terms of increment, SOHO Tianshan Plaza next to Hongqiao Nanfeng City and Gubei SOHO next to Takashimaya will be put into use.

By docking the China International Imported Goods Expo, Changning District will explore the year-round display and trading of imported goods, to create an imported goods display and trading center, Takashimaya Department Store to further strengthen the "Japan Pavilion", Shanghai Mart International Trade Center year-round display and trading centers and Jishengweibang Hongqiao imports of furniture and other country pavilions, professional pavilions, introducing high-end operators and professional operators. The company has also introduced high-end operators and professional operation talents to highlight the positioning of Hongqiao as a cluster of international high-end brands.

Further optimization of the external environment

In the next step, the business district will focus on three major features: environment, service and culture. The construction of the underground passage from Shangjia Center to Hongqiao Nanfengcheng is underway, and when completed, it will further form a network of underground connections to the nine commercial carriers in the business district. Hongqiao outside the business district, within the business district and shopping malls three levels of vehicular and pedestrian traffic guidance system into use, will enhance the accessibility and convenience of the business district.

Changning District will explore the gathering of all kinds of new products debut, the new Hongqiao Center Garden into a new debut of the landmark, the new Hongqiao Center Garden will also expand the space and carriers, the introduction of beer festivals, music festivals, flower festivals, and other cultural and fashion activities, and will be open around the clock. In the future, Shanghai Hongqiao fashion creative industry cluster will gradually form a fashion creative industry chain constructed by innovation incubation, consulting services, exhibition and trade, cultural media, network marketing, consumer experience and other plates.

Combined with the construction of the Gubei Road Station of Metro Line 15 and the complex above, the construction of Hongqiao Center green space above ground and underground hooks, to create a green and vibrant environment, optimize and adjust the traffic organization and lighting layout, and consolidate the advantages of the Hongqiao Art Center and other high-quality cultural facilities in the business district, to create a safe, harmonious and humanistic business district experience.

Lion vs. wolf tactics

The same Changning District, Zhongshan Park and the new Hongqiao Tianshan are not Shanghai's traditional business district, the two 1.2 kilometers away from each other metro 1 station road, after many rounds of development and transformation, both growing into a municipal business district, the two sides of the various aspects of a high degree of comparability.

The commercial scale of the two is to take advantage of the subway line 2 construction of the wind and in 2006 before and after the substantial expansion. Zhongshan Park Station by virtue of three lines of rail exchange advantage to highlight the giant rail hub MALL Longemont "Unicorn Dragon tactics", Tianshan business district is to take the wolf tactics relying on the Loushanguan Road Station four entrances and exits built Hong Xin Fashion Plaza, Hongqiao Tendu, Changfang Times, Hongqiao International Business four rail transit cover medium-sized shopping malls, as a result, the turnover of the Unicorn Dragon is far more than that of the two sides of the comparison. The turnover of the unicorn dragon is far better than the sum of the wolves.

The reason for both the scale of the industry and the advantages of the rail hub, but also lies in the choice of developers, in fact, whether Zhongshan Park or the new Hongqiao Tianshan Road have encountered a difficult period of cultivation, but the Dragon Dream introduced a very rail commercial operation experience of foreign aid Singapore CapitaLand Group to participate in the operation, and quickly reversed the battlefield. Thus, the second large-scale shopping center introduced after Zhongshan Park naturally chose CapitaLand's Raffles City.

The operating ability of the developer is crucial

The developers of the four shopping malls, Hongxin, Hongqiao Tiandu, Changfang Times, and Hongqiao International Shopping Mall, do not have the experience of modern commercial operation, so they successively replaced the operator or were acquired as a whole, and the Hongqiao International Shopping Mall was purchased by the Huijin Department Store, Hongxin Plaza was purchased by Paris Spring Department Store, and the Changfang Times was successively taken over by Parkson and Clothesline, and the ten-year period did not improve. Hongqiao Tendu is also about to change the sky, many rounds of acquisition to take over the transformation greatly delayed the cultivation period of Tianshan Road.

Fortunately, the new Hongqiao Tianshan business district has no shortage of foreign-funded players with commercial experience, such as Macau Shun Tak Group's Shangjia Center, Hong Kong Nanfeng Group's Hongqiao Nanfeng City, Indonesia's Golden Hongqiao of the Golden Light Group, Malaysia's Parkson Korea's Parkson Yucheng and Japan's Takashimaya, the five major foreign-funded business groups have become the dominant business district.

Tips: Zhongshan Park business district renovation start Changning business district double shot

Zhongshan Park and the new Hongqiao Tianshan two Changning District's neighboring business districts, only one stop away from each other by subway, the two business districts positioning difference is very large, the former by virtue of the rail transit three-line interchange hub attracted a large number of medium and long-distance rail traffic, the latter radiated the scope of the residents of the more international driving family is also more, although a small part of the overlap of the flow, but the overall proportion is not large, it will be the first time in the future, but it is not the only time. Although there is a small overlap in passenger flow, the overall proportion is not large, and the comparison of Zhongshan Park and Xinhongqiao Tianshan business district does not indicate that there is a strong competitive substitution between the two. The two municipal business districts in Changning District is not a vicious competition, and gradually formed a healthy competition and interaction of the double shot.

Zhongshan Park business district in recent years by Jing'an Temple, Universal Harbor, Xujiahui and other surrounding business districts of the diversion of the impact of their own began to adjust and transformation, Changning Raffles last year, the new battle, changing the business district within the Longemont a dominant pattern; Longemont and multimedia plaza has been optimized for the upgrading of the Best Buy transformation of the Miwai, the Xinning Plaza, the original Paris Spring Xinning store and the underground shopping street Shanghai Pony Road will be adjusted and upgraded to introduce innovative interaction, the introduction of innovative and interactive. The upcoming adjustments and upgrades, the introduction of innovative and interactive business and brand.

The construction of the underground passage and second floor corridor from Raffles City Changning to the Zhongshan Park Railway Station. The protection and renovation of the historical neighborhoods around Zhongshan Park, such as Yuyuan Road, Jiangsu Road, Xinhua Road and Wuyi Road, will strengthen the overall charm of the business district.

by TinTin Guo