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Background Materials (for reference only)

"Aqua City" theme shopping park, located in Nanjing, China Road, Fuzimiao business circle in the core of the large-scale leisure shopping malls, with a total construction area of 167,000 square meters, of which the commercial area of about 100,000 square meters, the hotel area of 27,000 square meters, the parking area of 40,000 square meters, which is considered to be the most important shopping center in Nanjing. The area is 27,000 square meters, and the parking lot is 40,000 square meters, which is counted as the largest commercial facility in the southern part of the city. It combines differently conceived life experiences such as a holiday hotel, a sports world, a cinema, a leisure center, a fashionable life style brand store, a specialty food city, a children's entertainment world, and so on. Different from the original commercial shopping places in terms of layout, functional division and business philosophy, "Aqua City" emphasizes the combination of leisure and comfortable shopping with diversified amusement facilities and fun performances, and meets the diversified life interests of different ages, genders and personalities of family consumers with colorful life experiences. At the same time, relying on the unique natural and humanistic environment of Nanjing, the theme shopping park "Aqua City" depicts nature, sunshine, water flow and reflection in a subtle architectural design. At the same time, the investor introduces the international advanced concept of "time-based consumption experience", vowing to put on a never-ending show in the center stage of the city, "Aqua City".

The project was built by Shanghai Pengxin Real Estate with an investment of more than 1 billion RMB. The strength of Pengxin Group, the project's geographical advantages and the characteristic business model will surely attract many international and domestic famous brands. At present, the hotel has signed a contract with Intercontinental Hotel Group for management, and the shopping mall has successfully introduced Hengdian Group's mid-range and high-grade cinema on the 4th and 5th floors. The project has become a new landmark of Nanjing's urban fashion style.

Original brands:

Negative second floor: SPORT 100, U1, AZONE, HANG TEN, Zenith, Camel, 1727, IN BASE, BHG supermarket, food court

Negative first floor: KeYi eyeglasses, Maniform, Embry, THE SUIT AOYAMA, Lanchafang, e base, Iceason ice-cream, and other brands. Iceason ice-cream, BEAUX-ARTS, STGE, MUJI MUJI, Fukuden Shimoya, Naturalist Casual Foods, MAP, Meimeiism Restaurant, Hello Kitty, Fruit Fired Dessert Shop, Belle Duo's Dad's Puff Workshop, Lovely Lace, E BLAN, Bright Viewpoint, Mango Silver, Kabashi, CASIO, Indian Curry, Sakura Court, and Indian Curry. Indian Curry, Sakura-no-yuen, To-Da-Li, Noodle Road, Senso-Lin, McDonald's, iPod, Yama Tea, Monchhichi, DQ Ice Cream, 1432 German Garden Restaurant, ST&Sat, crocs, ichido, Stick! John, Leonidas chocolate coffee, COSTA, HOTWIND, Mannings Manning, Cigar Bar, Hutchison Hong Kong Style Tea Shop

First Floor ： i.t, Quiksilver, CK underwear, SEPHORA, LEVI'S, GUESS, Byford, P one company, sofft, Steve Madden, Navigare, DOCKERS, ILIONNO, OJUKE COFFEE, MANGO, Folli Follie, swatch, PIANO MOOD, promod, ZARA, sisley, Express 130 French Connection, G-STAR, Killtec, adidas originals, K-gold, Starbucks Coffee, red earth, AREZZO, H&M, HILFIGER DENIM, Calvin Klein Jeans

The second floor: ONLY/vero moda, BASIC HOUSE, NINE WEST, Bench Body, ODBO, Blanc R.G, Olive des Olive, Lapargay, scofield, Oikos, UNIQLO Uniqlo, INDIVI/FA GE, Proportion, Group Song, WHY, Millie's, ZARA, TEENIE WEENIE, E.Land, Pink Mars, Yubai Shopping House, LOSACOS, SELECTED, H&M

Third Floor: Cabbeen, Jack Jones, Honeys, MIGAINO, FIGAINO, MIGAINO, MIGAINO, MIGAINO, MIGAINO, MIGAINO, MIGAINO, MIGAINO, MIGAINO, MIGAINO, MIGAINO, MIGAINO, MIGAINO. MIGAINO,FOI,Honey me,Calvert,Lee,NEE,Mark Fairwhale,JINAVA,GXG,rolian mille,Baby Shop,CHEVIGNON,Little Trojan Horse,MK REPORTER,Donna Moore,Unban Tag,Essence Yi Jiahua. Baodao glasses, ETAM, so basic, Taco gourmet restaurant, video games, idef.zuo

Fourth floor: Chuanwei 観, Xinhua Bookstore, Genius Baby Early Childhood Education Center, Sha Xuan Hairdressing, Alice live in the house, Jade Palace, crocs, LOCK LOCK, OQO, baby angel professional children's photography, babyart creation of the art of the baby early childhood education centers, Qilu cultural Life Hall, Health&Beauty SPA, source color ranch, Xuanzi jewelry, Jinbani, Ma Hua Slimming, still finger face nail, UNISEX, Hengdian film and television movie city, fashion life area

Fifth floor: Shanghai small South China Jin (Southeast Asian cuisine) Su Li Xuan porridge museum

1, the main introduction of the water city

Nanjing Water City is the fourth generation of shopping center pioneering work The fourth generation of shopping centers, the opening of which may bring a new revolution in China's commercial real estate development. The fourth-generation business model emphasizes experiential shopping, upgrading and increasing experiential consumption while meeting people's one-stop shopping needs. Shopping is no longer the most important function of the fourth-generation business model, which is a combination of four major functions: shopping, dining, leisure and entertainment, with sports, entertainment and leisure occupying a significant proportion. The experiential shopping center is both a shopping center and a leisure center, as well as a social center.

"Aqua City" theme shopping park, located in Nanjing, China Road, Fuzimiao business circle in the core of a large-scale leisure shopping mall, with a total construction area of 167,000 square meters, of which the commercial area of about 100,000 square meters, the hotel area of 27,000 square meters, the parking lot area of 40,000 square meters.

2, external environmental analysis

(1) national tax policy on the impact of the shopping mall

1, the relevant content of the tax policy

2008 justified enterprises face the implementation of the new labor contract and the implementation of macro-control and tightening of the currency and other policies under the grim situation and the global world financial crisis, the country in order to stimulate domestic demand to stimulate competition in order to resist the sweeping financial crisis. In order to boost domestic demand and stimulate competition to resist the sweeping financial hurricane, the state launched the value-added tax (VAT) transformation reform measures around this goal. The impact of this reform on commercial small-scale taxpayers is as follows: (1) the VAT collection rate for small-scale taxpayers has been adjusted from 4% to 3%, and (2) the sales standard for commercial small-scale taxpayers has been reduced from 1.8 million yuan to 800,000 yuan. This two-point water amusement city as a typical small-scale taxpayers operating mainly department stores, will face the impact of the tax policy adjustment.

2, in the face of the adjustment of tax policy water tour can be taken in the direction of business thinking

In the face of the reform of the national tax water tour city in the encouragement and help sales up to the standard of individual merchants to change to general taxpayers operating in accordance with the manufacturers of the direction of the leading co-operative business, to further adjust and optimize the operation of the brand. Thus, on the one hand, from passive to active, on the other hand, the focus of the business from the rental to the bottom of the cooperative business to guarantee the main, close contact with the existing manufacturers to maintain, expand their business, to develop new business brands.

(2) the impact of inflation on shopping malls

November 2010, the latest data show that China's CPI has reached 4.4% year-on-year increase in clothing, food, housing and transportation are rising. The price of cotton rose a lot, the highest price reached 7 yuan / 500 g. In this case, the second half of the many cotton fabrics, clothing, etc. will raise prices, and many borrowing costs to increase the selling price of cotton fabrics enterprises will be subject to inflationary expectations of aggravating the impact of raising prices. This vicious circle seems to apparel products again substantial price increases or will be inevitable, and ultimately all product costs will be passed on to the majority of consumers.

As a price hike bearer of the consumer for such a price hike up the reaction is not the same. In the consumer survey, it can be clearly seen, regardless of the original water tour city pricing but in Nanjing numerous shopping malls water tour city in the minds of consumers belong to the mid-range shopping places, 50% of the survey respondents monthly shopping water tour city frequency for a number of times, and the vast majority of consumers each time the amount of money spent in the 1,000 yuan or less. In such a consumption level, 90% of the consumers are inclined to discount such promotional methods, but also choose the full reduction of consumers accounted for only 20%. Has been in a fully competitive environment for textile and apparel enterprises, there is not much internal potential can be tapped to absorb rising costs, clothing prices for major shopping centers has been a foregone conclusion. In such a consumption pattern, price increases and discounts have been contradictory, and full promotional methods will become the main promotional shopping malls, but the acceptance of the full reduction of consumers accounted for only 20%. All this shows that the negative impact of inflation on the business of the mall already exists.

(C) around the analysis of the business circle

1, fuzimiao business circle

As the birthplace of Nanjing's folk culture, Nanjing South China Road, fuzimiao area is rich in traditional cultural heritage, six dynasties, humanities, this area is not only the office, living in the population, the fuzimiao area is a crowded tourist attraction since ancient times and accounted for the full of commercial prosperity, an annual average of more than 40 million people, the fuzimiao area is the largest shopping mall in the world. It has been a tourist attraction and commercial center since ancient times, with over 40 million tourists annually bringing it abundant popularity, and is one of the traditional important commercial circles in Nanjing.

Yuoyu City's current success is mainly due to the large number of people in the Fuzimiao business district. The planning of Aqua City can be duplicated and made better, and the merchants of Aqua City can be easily lost as long as they are profitable. The only thing that can't be taken away from Aqua City is the flow of people in Fuzimiao, which is precisely the basis of its current success.

2, Xinjiekou business circle

Xinjiekou as Nanjing's largest commercial concentration zone, it brings together the Deji, Xinbai, Central, Dayang, Oriental, Golden Eagle International ...... commercial carriers, its holiday traffic more than a million people. And it is surrounded by convenient transportation, bus lines in all directions, the day after the frequency of 4,000; subway line 1 Sanshan Street Station is only 200 meters away from the water game city, a 5-minute walk can be reached; close at hand in the Fuzimiao business circle and health road bus terminal and the water game city between the formation of a strong and smooth flow of people, over the years, popularity is unceasing. These unique objective conditions coupled with the commercial and cultural theme features, as well as in the commercial sector to show the "experience" type has achieved great success.

(D) Competitor analysis

1, Nanjing major shopping malls between the pressure of competition

(1) the central mall of the current situation of the business

Nanjing Central Shopping Mall: from the "sitting business" to "investment". In the fashion and brand competition today, the central shopping mall management has also begun in the mall upgrading on the implementation of a new transformation strategy. The central mall in the hardware and software facilities show the following characteristics: First, a new increase of 15,000 square meters of business area, 'this part of the area of the brand is located in the domestic and international first-tier, second-tier brands, high-end goods will be in about 20%, and the entire mall in the variety of the current 100,000 up to 15 million. Secondly, it will be more perfect in consumer positioning, leading the popular department store to a large shopping center.

(2) The operation status of Xinbai

Nanjing Xinbai is located in the southeast of Xinjiekou Square, the busiest section of Nanjing city center, covering an area of 13,000 square meters, with a business area of 50,000 square meters. It has a history of more than half a century since it was founded in August 1952, and is a long-established large-scale department store retailer, one of the top ten department stores in China, and the first commercial enterprise listed on the stock market in Nanjing. At present, the company has 13 specialized shopping malls with more than 240,000 kinds of products, and its economic benefits have kept the first position among its counterparts in Jiangsu Province for 16 consecutive years, and its sales and profit indexes ranked the first among China's top ten independent department stores in 2000, and the company realized cumulative sales of 2.380 billion yuan in 2007, with its economic benefits hitting a record high level. In recent years, Nanjing New Century has taken reform and innovation as the driving force and adhered to the development strategy of "highlighting the main business and actively taking the diversification path". It has implemented dynamic adjustments in operation, optimized the commodity structure, improved the shopping environment, focused on business characteristics, and continuously improved the capability of its main business. With the pioneering spirit of "breakthrough and innovation, advancing with the times" and the service tenet of "Sincerity to customers, satisfaction in Xinbai", Nanjing Xinbai is comprehensively promoting the enterprise to the goal of modernization, grouping and internationalization.

(3) The operation status of Dayang Department Store

Nanjing Dayang Department Store has an operation area of 76,000 square meters. Dayang takes the route of young, fashionable and high-grade consumption. In the face of fierce competition in Xinjiekou, the advantages of Dayang are mainly four: one is a mature and professional team, business management personnel have many years of professional experience in the department store industry; the second is Goods, Dayang Department Store will bring a lot of Nanjing market is not a well-known brand; the third is a professional business determination, that is, only engaged in the department store industry, do not divert funds to other industries; the fourth is to have a strong financial support.

(4) Deji's business status

Nanjing Deji Plaza Phase I was officially opened on June 26, 2006, the plaza is the first of Nanjing's top shopping centers, in the crowded Xinjiekou core business center is unique. Its unique architectural design, first-class shopping environment, rich artistic and cultural atmosphere, and attentive and perfect customer service allow consumers to enjoy the infinite charm of the world's top brands and closely follow the international fashion elements, and a collection of catering, leisure, entertainment and other perfect functional support, covering all the contents of the consumer's exciting consumer life. The stationing of international hallowed brands has completely established the strong brand effect of Nanjing Deji Plaza and become an important pole of high-end business in the Yangtze River Delta region.

(5) Fuzimiao Small Commodity Market

Nanjing, Fuzimiao market by 1998, 2000, two remodeling, and in May 2004 completed the third leap. After upgrading and upgrading of the Fuzimiao market, the average business area expanded from 4 square meters to 6-8 square meters, in the form of rooms, partitions, height and width restrictions, standardize the overall image of the market, re-execute the business planning, business varieties subdivided into categories, rows of the market; the installation of the central air-conditioning; walls, floors, new; unified lighting to improve and enhance the business environment; the market within the All the roads in the outer ring road have been paved again to integrate with the style of Fuzimiao area, which meets the requirements of the relevant management departments for the market and enhances the competitiveness and vitality of the market.

(6) Nanjing Taiping Shopping Mall

Nanjing Taiping Shopping Mall was first built in 1947, and was named one of the "Top 100 Commercial Enterprises in China" for three consecutive years, and has been awarded the titles of "China's Oldest Brand", "National Pro-military Shopping Mall", "National Pro-military Shopping Mall" and "National Pro-military Shopping Mall". In 1996, the new building of the mall was completed and opened, and in 2006, as the last municipal purely state-owned commercial enterprise in Nanjing, the mall was successfully restructured to join the famous large-scale private enterprise Jinsheng Group, and started to embark on a new high-speed development fast track. development. In the fierce competition in the market, Taiping Shopping Mall for its own shortcomings in location, scale, etc., accurately positioned as a city center store. Nanjing Taiping Shopping Mall: adhere to the characteristics of the business road to fruitful

(E) Nanjing economic situation analysis

In recent years, Nanjing's economic development has been very rapid in the first half of the first half of 2010, Nanjing completed the first half of the regional gross domestic product (GDP) of 244.3 billion yuan, a year-on-year growth of 14.2%; completed the fiscal revenue of 56.172 billion yuan, a year-on-year growth of 25.3%; the per capita disposable income of 15,090 yuan, a year-on-year increase of 25.3%; the average urban residents disposable income of urban residents amounted to RMB15,090, an increase of 10.2% year-on-year; the consumer price index was 103.4, an increase of 3.4% year-on-year. In the first half of the year, Nanjing's consumer price index was 103.4, up 3.4% year-on-year. Specifically, prices of food, tobacco, alcohol and supplies, clothing, medical care and personal goods, entertainment, education and culture, and housing all rose, with clothing up 4.1%.

(VI) Analysis of Nanjing's Industrial Structure

In order to adapt to the rapid growth of the economy, the speed of Nanjing's industrial structure adjustment and upgrading has been gradually accelerated, with the industrial structure of the three industries being adjusted from 9.8:54.4:35.8 in 1990 to 3:49:48 in 2006.Overall, it seems that Nanjing's industrial structure is mainly characterized by the following changes: the added value of the primary industry has been rising, but its share of the GDP has increased to 3:49:48. The added value of the primary industry is rising, but its proportion of GDP is gradually decreasing; the added value of the secondary industry is growing rapidly, and its proportion of GDP is decreasing and then rising; the added value of the tertiary industry and its proportion of GDP are continuously rising. By comparing and analyzing the industrial structure with that of other 14 sub-provincial cities in China, from the analysis of the total amount of GDP, Nanjing is at the middle to upper level, but from the analysis of the value-added of each industry and its proportion, Nanjing's proportion of the secondary industry is higher, while the proportion of the tertiary industry is on the low side, ranking only the 8th. The study shows that Nanjing's industrial structure level in 2006 is closest to that of the United States and the United Kingdom in 1955, and Japan and Germany in 1975. Domestically, it is closest to the structure level of Shanghai in 1998, Guangzhou and Beijing in 1993. It can be seen that there is a certain gap between the advanced industrial structure of Nanjing and the developed countries as well as the domestic developed cities.

3. Internal environment analysis

(1) Analysis of the current situation of Aqua City

Shanghai Pengxin Group, together with Fukuoka Land, has invested 1.5 billion yuan to build a new place of consumption and recreation in Nanjing. 30% of the total floor area is 167,333 square meters, of which 52,368 square meters is for commercial use (16,580 square meters for Carrefour Supermarket), 16,804 square meters is for hotel use, and 119,988 square meters is for apartment use, with 4 underground floors, 4 podiums, and 4 podiums, with 4 underground floors, and 4 podiums. The investment of 1.5 billion yuan, when can we recover the cost? 167,000 square meters of Pin Pin Mao, and by which consumer groups to support? Investigation shows that Nanjing is the most important transportation hub in East China, is the Yangtze River Delta region, second only to Shanghai, an international metropolis, radiation surrounding up to 25 million people.

1, commercial positioning

Suiyoucheng is to flow of water as the main body, to create a collection of shopping, dining, leisure, entertainment, tourism, culture, etc. as one of the leisure shopping theme park. It includes a number of main stores and sub-main stores, with fashionable and trendy as the main focus; cinemas are positioned as the current first-line cinema standard; catering includes large banquet halls, large-scale specialty catering, local flavors, and so on. The overall commercial positioning in the mid-range level.

2, planning concept analysis

The planning concept of the entire mall is more advanced.

One is to introduce the canal into the mall, on both sides of the canal stores. Although this practice has long been mature in Europe, the United States and other developed countries, but the domestic application is still less. The canal greatly enhances the landscape effect of the mall and the economic value of the stores on both sides of the canal, which makes Water City stand out from many commercial competition projects. Secondly, it is a circular commercial arrangement. Generally, shopping malls are arranged in a rectangular shape, but the malls in Aqua City are arranged in a curve around the canal, with a huge five-story hollow sphere, forming the atrium of the mall, increasing the visibility of the stores, and improving the value of the stores on the 2nd floor and above and the arrival rate of the people.

3, scientific business model -- flexible business cooperation model is conducive to the entry of businesses

Suiyoucheng adopts a "rent-only, not for sale" approach to foreign investment, catering, entertainment and other commercial forms of rents are also different. Taking into account the large investment cost of catering, in order to ensure that the tenant's return on investment, the rent is relatively low. Therefore, they will help each brand to analyze how much profit margin they have and how much turnover they have to achieve in order to maintain costs, including the digestion of inventory, staff wages, etc., and then determine the percentage of funds or commission.

In order to create *** the same return on investment, the investor and the tenant "risk sharing, benefit *** enjoy", to take the bottom rent or commission both "take high" mode of operation. The so-called bottom rent or commission both "take high", is to determine a bottom rent, and then according to the tenant's business income by percentage commission, both than, if the rent is high according to the rent, if the commission is high according to the commission received. Effectively enhance the profitability and let the businessman to reduce the burden, this is a win-win cooperation.

4, innovative business combination methods - consumer demand for business combination

China's traditional department stores are basically in accordance with the traditional consumer demand point of view, in accordance with the industry, age or unit price to the partition, such as shoes, cosmetics, a district, clothing, a district. "Water City" is not only for the purpose of shopping, but also to study the psychological satisfaction of people, the correlation of goods in a line, for example, a floor has both shoes and bags, as well as accessories, beverages, etc., or a floor has a young mother's clothing, children's clothing, etc.. Shopping and retailing account for 60%, food and beverage for 20%, entertainment for 15%, and other lifestyle services (e.g., beauty salon, etc.) for 5%.

(2) mall culture: unique water

Suiyoucheng is named after and famous for water, and there are various kinds of water in the city, such as canals, gushing springs, waterfalls, musical fountains and water mists. A canal runs through the whole negative one floor, and various stores are arranged on both sides of the canal. The water is crystal clear but varied. The most spectacular part of the city is a 6-story hollow sphere with yellow latitude and longitude lines. The hollow part of the sphere is a huge circular stage, which is divided into concentric circles with copper bars to simulate the shape of ripples. The canal concept makes Aqua City more unique than other major shopping malls in Nanjing. It is modeled after Canal City Hakata in Japan. Canal City Hakata is a very famous shopping and entertainment center in Japan. Its development concept is to let people move, let people stay, the purpose is to ultimately increase consumption, and then profit, it is through let you feel happy, let you constantly want to come and profit. & @8 D/ C, \* d

4, STP analysis

(I) Market segmentation

From the perspective of consumer segmentation, it seems that the basic segmentation methods include segmentation based on geographical factors, segmentation based on human factors, segmentation based on psychological factors and segmentation based on behavioral factors. But no matter what segmentation method is adopted, it must be grasped that in the same market segment, consumers have the same or at least similar needs.

Suiyuancheng such an individual with its different characteristics, the basis of its segmentation can be selected from the humanities among the age and income. People of different ages in China have great differences in consumer psychology. People with different incomes not only reflect the difference in purchasing power, but also some groups of people who acquire huge wealth quickly may purchase a large number of luxury goods to reflect their wealth in the same way. Therefore, the market segmentation of the water recreation city in the income stratification and then on the basis of age segmentation, and finally achieve the goal of the initial water recreation city in line with its own positioning.

(2) Target (3) Market selection

1, according to the consumption ability of the market status for the mid-range market

Suiyoucheng, as a modern unique set of shopping, entertainment, leisure, dining, cinema, supermarkets, hotels, apartments in one of the SHOPPING MALL, from 08 put into operation in just two years since it seems that the water tour of the City Still in the market introduction stage, in the introduction stage due to the target consumer groups are still in the cultivation stage, and other shopping malls competition is not very fierce, the focus of market competition at this stage is to promote the growth of shopping malls rather than competitors to compete too quickly for market share. The first step for malls in the market introduction phase is to conduct market segmentation. For such a huge investment of 1.5 billion yuan to build a large shopping mall, it is natural that the first step should be based on the ability of consumers to become a large one-stop shopping center with a certain level. The reason is that, when consumers have not yet generally understand such a new shopping center, the first step of the mall is to do is to make the water in the minds of consumers into a modern shopping center in line with its original positioning.

2, according to the age level of the target customer group positioning for the 20-35 years old

According to the city to create a one-stop modern fourth-generation shopping mall's original intention, as well as the modern market of young people's trend of shopping, after the survey shows that: in the 20-35 years of age of young people in pursuit of fashion and vitality and willing to spend, willing to spend; in the 35-45 years of age of young people in pursuit of fashion and vitality and willing to spend; in the 35-45 years of age of young people in pursuit of fashion and vitality and willing to spend. The survey shows that: young people in the age of 20-35 pursue fashion and vigor and are willing to consume, and are willing to consume; the people in the age of 35-45 have the ability to consume, but they will not pursue fashion, and their view of shopping is less and more refined, so their shopping cycle is relatively long; young people in the age of 20 are willing to consume, but after all, they are still too young to have the ability to consume. To summarize, the water recreation city again subdivided for the 20-35 years old crowd is more desirable.

(4) Market Positioning

A shopping mall can successfully realize its positioning - is the key to winning the market competition.

After a good market segmentation and selection of the target market shopping malls at this time to do is how to position their own products according to the advantages of other shopping malls to find differentiation characteristics. And in the many differentiation clear which differentiation of the most attractive to consumers, the differentiation and their own resource advantages most match, so as to establish their own unique brand value. Innovation and differentiation is the eternal theme of commercial development, and it is also the core of commercial real estate to enhance competitiveness. From the point of view of the law of commercial development, commercial real estate must keep abreast of the times and cannot ignore the changes in the environment and market. As the fourth generation of business model, Aqua City is built on

The first half of the first to give half of the first if you want to give points