Transformation Of Huamao Center

Under the new consumption environment, shopping centers have been adjusted so that P can see new opportunities in the shadow of shinguang world. According to the relevant person in charge of the China Trade Center, the new round of investment in the shopping mall will be transformed from high-end positioning to light luxury brand, which will be misaligned with Xinguang world. At the same time, the mall also plans to reduce the retail area and transform some areas into office buildings. However, the business side has invested in shinguang world's rent standard, and there are congenital defects in the moving line, making the adjustment of Huamao center facing many challenges. < /p >
"P," the head of the FAMORY wedding dress shop, which is located on the two floor for half a year, said, "monthly shops pay about 300000 yuan for rent and higher property fees. Even though the price of the products is high, the shops can only keep their balance at the most. Customers who come to experience buying mostly come to experience through Jingdong and other e-commerce channels. EDIMASS furniture supplies shop staff said that store performance is mostly supported by repeat customers, and the shopping mall brings Limited passenger flow. < /p >
< p > according to a person familiar with the situation, the sales of the first year sales in the advantageous location and the neighbor a href= "//www.sjfzxm.com/news/index_c.asp" > shinguang heaven and earth < /a > about 7000000000 make the operators of Huamao center always have high rent expectations for the stores, which also causes the location of the Huamao center to imitate the shinguang world at the beginning of its opening. Beating Hangzhou Tower and becoming the champion of the department store sales in mainland China has become a must for domestic and international big names. At present, the store rental of Xinguang Tiandi is composed of two parts: the bottom guarantees and the lease. The rent of some shops has changed from the initial reverse to some 2000 yuan / month / square meter. However, the rental of the same level of the Huamao center is less than 1/3. A person in charge of Huamao center admits that many big brands prefer to wait in shinguang world and do not want to enter the China Trade Center. < /p >
< p > for the shopping mall, the planning of the moving line and the combination of formats directly affect the value of the project. A person who was responsible for investment in Huamao Center said that the moving line of Huamao center did not adopt the general shopping mall's return line design, but ran through a "alley". The first tier retail sector is dominated by international high-end men's wear brands, but because of its low awareness, it can greatly reduce the possibility of wandering. At the same time, though located along Chang'an Avenue, the facade design of the Huamao center is relatively conservative, and it will not compromise with the brands to display large windows. In this case, Versace, once settled in the China Trade Center, has left. < /p >
< p > however, in order to change the < a href= "//www.sjfzxm.com/news/index_c.asp" > < /a > decline, a href= "//www.sjfzxm.com/news/index_c.asp" > China Trade Center < /a > began to change. According to the people familiar with the matter, the transformation of shopping malls began last year. At present, Huagang center plans to open up the one or two storey store design and appearance in Chang'an Avenue. The brand and the shinguang world are misplaced to light luxury and high quality life experience shops. It is understood that the Muji brand of Huamao center is the most cost-effective shop in Beijing, and the shopping mall will also extend the brand investment in view of the characteristics of this group of customers. The original four tier area will cancel the transformation of retail shops into office buildings. < /p >
< p > Wang Yongping, vice president and Secretary General of the China commercial real estate association, has seen many roundabout ways in the transformation process, and has always had a higher expectation of rent. But the success of Xinguang world does not have the possibility of duplication. The property structure of Huamao center is small, which is not good for making good brand. < /p >
< p > "Huamao, as a self-sustaining property, needs to reduce the rent expectation in the early and middle stages of the adjustment, so as to get profits through flexibly adjusting the commercial area and the lease term." Guo Zengli, director of China shopping center industry information center, said that the change of consumption environment will make the shopping centers adjust greatly in the next two years. The adjustment of Huamao center needs to provide auxiliary and extensibility services according to the characteristics of regional business customers. All services needed by white-collar workers can be reflected in Huamao shopping center, so as to form a one-stop service function of retailing and supporting. < /p >