Old shopping malls how to adjust the industry

Old shopping malls business adjustment methods:

1, do not cut leeks, adopt the strategy of raising business, and businessmen to form a good interactive ecology, to maintain health.

In the entire commercial life form, the balance between shareholders, merchants and teams determines the health of the organism. One criterion is that the interests of any party should not be maximized. If the shareholders' interests are maximized, other interests will be squeezed and unhealthy; if the businessmen's interests are maximized, there will be no return on the shareholders' investment; and the team's interests have to be taken into consideration, as the team will have no motivation and will have no sustainable development.

And follow the traditional rental ideas, rent increases without considering the health of the whole project running well, there will be problems. For example, a few years ago, the entity's electronic products have gone downhill, the market is not as good as before, Xiamen, an electronic shopping mall is still high rent, the entire mall dragged into the "strike" embarrassing situation.

2, in a long enough time, the consumer situation for a comprehensive grasp, in the long-term sustainable business development, to create a brand reputation effect, for longevity.

Wanting to take root in the region, it is necessary to know the surrounding ecological environment of the "living organism" very well. This is not something that can be clarified in a few market surveys, but must be experienced over time.

The Internet buzzword "nurturing system" could not be more appropriate here. As I said earlier, we have to "nurture" the businessmen, do not cut leeks, similarly, the customer should also take the "nurture" strategy. In practice, pay close attention to the real needs of customers, so as to constantly fine-tune the business, firmly grasp the customer. Finally, to achieve the purpose of shaping customer consumption habits, and customer groups to form emotional memory points.

The enterprises that really do business are willing to spend money and time to slowly settle down, like China Resources, Hong Kong enterprises Swire, Wharf, New World and so on. And other capital players need to realize that in the near future, commercial real estate into the stock game, there will not be too many companies can stay, and companies that are not prepared for this need to pay attention.

3. Innovative structural remodeling and repositioning.

For the old business, the anachronistic business positioning and old building structure style are the key issues in revitalizing the business. The repositioning and structural transformation of target groups and business styles can often revitalize commercial projects.

Taking Xi'an Joy City as an example, it is not difficult to remodel the 146,500 square meters of commercial volume. The final structural demolition area of the project is more than 20,000 square meters, and the original seven monolithic buildings and the dynamic line will be broken and reconstructed, transformed into a smooth monolithic body, and completely optimized commercial space.

With this kind of remodeling, the original traditional building from the facade to the indoor space has been integrated into the historical charm of Xi'an and the modern trend. After the renovation, Joy City Xi'an successfully attracted more than 280,000 visitors on the opening day, with sales exceeding 12.86 million yuan, making it a Netflix destination.

Xi'an Joy City has overhauled its spatial structure

Of course, such product repositioning designs are varied and need to be adapted to local conditions. The author believes that in this part of the process, in addition to conventional research and positioning, operators can give full play to their creative and imaginative abilities, and deepen their efforts in the direction of thematization and specialization, in order to bring unexpected results.

4, attract people flow, in order to activate the business.

The framework has been established, the living body only to inject "blood" and "soul".

Only the influx of people can put the "finishing touch" on the project and really activate the whole project. After the influx of people, we can make adjustments to the existing brands, standardize the mall, and then implement operational strategies to obtain higher rental income.

In 2014, the commercial area where Zhengzhou Jinyi City is located was still a pool of stagnant water, with rents not being collected and properties being poor. The first step for Jinyi to intervene is to attract traffic: first of all, Jinyi not only exempts all brands from rent, but also guarantees that there will be activities in the mall lobby every weekend. "Even if it's a supermarket selling Bakelite and sanitary napkins, there should be activities inside anyway." After four or five months of this, the mall took off, businesses earned more, and rents began to rise.

After that, there is also a bottom line to restructure the brand. In Jin Yi's view, the area of the main store is generally controlled at about 30% is more reasonable, so that not only the adjustment of the space is greater, but also to reduce the pressure of other small stores rent.

5, combined with the current business trends, the project operation on track.

After the operation and management still can not be ignored, the need to maintain the healthy growth of the whole business, otherwise it will be abandoned. Under the impact of e-commerce in the Internet era, major commercial real estate are actively adjusting the structure of the industry, the new revitalization of commercial projects should not be taken lightly:

Commercial is being transformed from the purpose of consumption to experiential consumption, shopping centers around the retail ration has dropped significantly from the past 70% down to 50% or even lower; parent-child, food and beverage, entertainment, and other experiential consumption accounted for a significant increase.

Avoiding uniformity and differentiation. The specific implementation level is the introduction of differentiated brands, such as non-standardized clothing stores, which require customers to come to the door to try on; non-chain special catering services, combined with IP to attract more young people and so on.

Introducing IP, strengthening interaction, and utilizing offline activities to maintain foot traffic. Currently, better-run shopping centers pay close attention to interaction with consumers. For example, K11 held a Monet exhibition, Dali exhibition, the development of the roof garden for the organization of a variety of party activities; CapitaLand Qibao Shopping Plaza store also transformed the roof into a basketball court.

In addition, the use of financial tools to add to commercial real estate is also one of the means of long-term development. Many companies, such as CapitaLand and Indy, have issued financial products such as CMBS and REITs to boost the operation of their assets.