The Suburban Shopping Center Is Becoming A New Force In Beijing'S Business Structure.

The suburbs are becoming

A new commercial battleground - a recent commercial real estate Seminar - has become the industry's new understanding of Beijing's business structure.

In recent years, due to the gradual scarcity of central area plots and the spillover of urban population, new shopping centers are gradually distributed in the suburban areas, and there are many successful cases of forming their own business circles and driving the development and consumption of neighboring residential buildings.

These projects have gone from blanks to prosperity, from the bitter start to the sudden rise of business pformation.

As a suburb of the industry

Ceng Canxia, general manager of Huarun colorful city, summarized the development experience into three elements: first, keeping pace with urban development; two, accurate market positioning; three, fine and persevering operation.

The initial predicament of suburban commerce

"The development of Beijing is a way to spread the pie.

(border suburbs), this is an opportunity for history.

Zhou Biwen, director of the Institute of management and economics of North Polytechnic and director of Real Estate Research Institute, told reporters about the development path of Beijing.

In recent years, this development antenna has gradually spread to the outskirts of the city.

Huarun's colorful city was also faced with many difficulties, such as traffic, lots, volume and surrounding consumption.

In June 2011, the first phase of the project is 6.5 square meters, and the number of brands is very few.

The surrounding area is still a typical urban-rural fringe. There is still a lack of outline and concept of business circle. The difference between the consumption of high-grade community and low level cottage, the gap of business circle foundation and the traffic jam are all the pain points and bottlenecks of development.

A small story can explain the operational difficulties that multicolored city faced at that time: during the two phase of the opening, due to the lack of traffic, there was no opening of the bus, causing huge difficulties for the clerk to commute to work, and even a shop in the year twenty-eight faced with the situation where people had to close the shop. Finally, the store came to pay the taxi fare to solve this problem. "At the beginning of the project, investment is a very difficult process, very difficult."

Ren Dongliang, assistant general manager of Huarun colorful city, recalled to reporters.

Problems such as relatively remote area, uneven consumption ability of residents and weak attraction of brand investment are the common predicaments encountered in the development of suburban commercial projects.

Comply with regional attributes to control project rhythm

"It's hard to change the city.

At first, there was no business and no road. It was not easy to survive. "

Ceng Canxia said.

This reality prompted Huarun to choose the commercial supply of multicolored city according to the rhythm of regional traffic development and population introduction.

First of all, the first phase of the project through the WAL-MART this stream of people gathered a relatively strong business, to change the consumption habits of the regional population, at the same time the one or two owners of Oak Bay are also occupied, the base of the more than 20000 passenger flow, until the daily average of forty thousand or fifty thousand, the two opening of the three or four phase of Oak Bay also stay in the project.

In addition, along with the surrounding East and north two lifeline is about to get through, smoothly absorbed the passenger flow of Wudaokou and Xueyuan Road.

"By this year, the sales volume of the project is expected to reach 1 billion yuan, and it will enter a steady growth stage ahead of schedule."

Ceng Canxia said that at present, there are 40 thousand passenger trips in the colorful city, and 50 thousand -6 passengers at weekends. Many residents in the surrounding areas also come shopping.

Huarun's colorful city has an area of 70 thousand square meters, and it has been open for second years as a whole. Passenger flow, rents and sales of Dan Ping output have reached a good level.

Deep tillage area and customers: positioning and precise operation is the key.

Successful commercial projects have two common points: precise positioning and strong operation team.

Based on the population structure dominated by young families in the surrounding area, Huarun started to launch the "father and mother and my colorful city" from the opening of the project.

"The characteristics of the population in this region, we call the new immigration plate, the quality is relatively high.

People from all over the country start businesses here, most of them are under 40 years old, and young families are the main population structure.

Ceng Canxia said, in the brand positioning time also fully take into account the local fashion and consumption power, "did not do too many tall things, in the grade of positioning is very grounded."

Later, the flow of people and performance, in turn, prove that this positioning is in line with the actual needs.

Of course, the success of a project depends on the story from project planning to investment promotion and operation.

"Colorful city design, space feel, hue, lighting, etc., all set a great difference from the Mixc, in pursuit of the theme of the family fun, fashion, warmth, relaxed.

Location based highly integrated theme floors and formats, and close to the theme of project operation, directly to the project's human traffic and sales jumped to a new level, up to 30%.

It is known that the success of the multicolored city depends on a very young operation team.

I am very energetic and think of what is going to be done in a down-to-earth way.

"Ceng Canxia believes that in order to successfully build a regional business center, we also need the deep care of the operation team.

As the operator of multicoloured City, Ren Dong Liang explains "operation": first, the relationship with consumers, and the two is the relationship with businessmen.

According to the introduction, the operation team will also provide every tenant with the "operation notification book" of the multicolored City, and analyze the data and ranking of the merchants in detail, as well as the data of the whole floor, format and business data of the project.

Zhou Biwen pointed out that multicolored city fills the gap of commercial matching in the region. "It is not simple.

To fill the supermarket, it is to grasp the main crowd and the main crowd of radiation, and the operation of the whole project embodies the subtle humanization management.

This can be regarded as a successful evaluation of the commercial operation of the multicolored City, and can also serve as an effective reference for similar suburban commercial projects.