The Transformation Of Traditional Commercial Streets Needs To Change The "Length" To "Thickness".

From the end of last year to the beginning of this year, more than ten pavements along the street in central Huaihailu Road have been shut down, including the first flagship store of the European fast fashion brand C&A in China, and the flagship store that the women's wear brand has just opened in May last year. In the early days, the famous doll brands, Bobbi dolls flagship store, electrical appliance store, Wan de Shanghai flagship store had been vacant for nearly three years and one year earlier. For a time, the "empty pavement" on Huaihai Road has become the focus of media attention. < /p >
< p > for this, Zhang Jie said that the scattered street shops in the middle of Huaihailu Road will be fully repositioned under the guidance of the government. It is expected to be reopened before the end of the year. The original Bobbi flagship store and the WAN De city flagship store at the junction of South Chengdu Road, Huaihai Road, are also being redesigned and deployed. The future area will become the commercial backbone of the entire middle section of Huaihailu Road. < /p >
< p > Jinjiang International Shopping Center, located at the junction of South Chengdu Road, Huaihai Middle Road, has attracted the arrival of Yi Dan Dan and WAN De City. However, the two came back in 2008 and 2013. Last August, Beijing commercial real estate developer sun Xinye real estate Limited by Share Ltd signed a contract with Jinjiang group to become a new owner of Jinjiang International Shopping Center. < /p >
< p > Cui Zhenyu, general manager of Shanghai Sunshine Business Management Center, told reporters that the project will be displayed in the new look of the shopping center in the future. The project transformation will start at the end of May this year. At present, the work of investment promotion has started synchronously. It is expected that this year will be open to guests before and after Christmas this year. The shopping center will focus on the concept of "slow life" in the future. The restaurant area is expected to account for 40%-50% of the shopping center. At the same time, some international luxury and fashion brands that will not enter the domestic market will be introduced. In addition, an air garden with an area of 400 square meters will be built on the third floor of the shopping center. < /p >
< p > sweeping through the a href= "http://www.91se91.com/news/index_c.asp" > Huaihailu Road < /a > middle section of the air paving may be just a microcosm of the traditional "commercial street" mode. Considering the similarly slow North Sichuan Road commercial street and the Nanjing Road Pedestrian Street East, we will inevitably ask such questions: facing the menacing electronic retail and the everywhere shopping centers, has Shanghai ever been a brilliant commercial street, has it come to the end?
Mao Tongyi, general manager of GRI, China's clothing brand < /a > management company GRI, said in an interview with reporters that "the rise of e-commerce and shopping centers" brought about changes in consumption habits, and consumers could meet the basic needs of eating, drinking, playing and buying at home, even without leaving their homes, in an interview with reporters, "P" > a href= "http://www.91se91.com/news/index_c.asp". Therefore, the traditional commercial streets need urgent adjustment of commercial structure. Mao Tongyi believes that this adjustment should be reflected in the transformation of commercial street from "length" to "thickness". Through the introduction of new formats and new modes, a commercial street will gradually be transformed into a commercial district. < /p >
< p > Zhang Jie, director of the Huangpu District Business Council, also said that shopping, dining and entertainment are no longer the sole purpose for consumers to shop. In the future, only by meeting the needs of consumers at higher levels such as leisure, tourism, culture and social interaction can they enhance their consumption stickiness and achieve long-term sustainable growth of overall sales volume in the commercial area. Therefore, the traditional commercial street needs to bring vitality into the new format to complete the innovation and transformation. < /p >
< p > Huangpu District's adjustment to the "two street" is also based on this consideration. < a href= "http://www.91se91.com/news/index_c.asp >" traditional department store > /a "represents the single format, the road has been narrowing away. The new composite business format shows a strong upward trend. The Monet art exhibition, which is being held at K11 shopping center, is the best evidence: according to statistics, since the first week of March 8th, the passenger flow of K11 has increased by 10% over the same period during the Spring Festival. < /p >
< p > the result of Huangpu District's adjustment of the commercial structure of "two streets" is not yet known. However, it is certain that Huaihailu Road will surely usher in a new round of development opportunities after the storm. Although Zhang Jie said at the press conference that the exploration of the new business model is still in the stage of "crossing the river by feeling the stones," the idea and direction of the "two street" adjustment is still a reference model for the transformation of traditional commercial streets in Shanghai. < /p >