Shanghai Golden Eagle International Shopping Plaza Closed Door Adjustment

Recently, there is news that the Golden Eagle International Shopping Plaza in North Shaanxi Road will be closed behind the door to replace almost all brands in Shanghai. Reporters saw in Jinying square yesterday, many shops have been closed, the mall staff revealed, except for the first floor. GUCCI And the two brands of BV, the rest of the shops will be closed in May.

The closed door adjustment of Golden Eagle Square may only be the prelude to upgrading Nanjing West Road business circle. In fact, the "Mei Tai Heng Golden Triangle" of Jinying square is no longer in sight. Statistics show that the sales of Jingan District shopping center represented by mealong town square, CITIC Plaza and Hang Lung Square last year showed a negative growth of 2.3% compared to the same period last year, ranking the last in all districts and counties of the city. Therefore, adjustment and upgrading will become the key word of the whole Nanjing West Road business circle.

　　 One or two big cards can't afford to rise. Shopping Mall

Golden Eagle Plaza was settled in Shanghai in 2004. It was mainly engaged in the two or three line brand of young and fashionable. It failed to attract Shanghai consumers. In 2010, Golden Eagle Plaza relocated and replaced about 85% of the brands. The most notable one was the GUCCI and BV two brands. These two brands have great contributions to the Golden Eagle Plaza. According to people familiar with the matter, the annual turnover of GUCCI is about 200 million yuan, which is calculated by 10% of the deduction points. The return of Golden Eagle Plaza is more optimistic; BV also has an annual growth of 60% to 70%.

But in the new business situation, the one or two big brands obviously can not afford a shopping center. The other brands are so crowded that the performance of Jinying square is not optimistic. Jinying Plaza belongs to Golden Eagle Business Group 2013 annual report shows that the annual net profit of 1 billion 230 million yuan, an increase of only 1.4% year-on-year; Nanjing Xinjiekou store, Yangzhou store and Xuzhou store sales accounted for 43.3% of the total sales, including Shanghai Jinying square, the remaining more than 20 shops on the group's overall profit contribution is relatively limited.

However, Jinying square has no longer been able to take the "big name" upgrade road. As the property structure is bruising, when the two brands of GUCCI and BV take the position of Golden Eagle Square along the street, other brands can not find "good market". For a first-line brand, whether or not it is willing to enter the shopping mall is a standard. Therefore, the success of GUCCI and BV is equal to blocking the access of other first-line brands.

about Golden Eagle Plaza In the future, the industry believes that the proportion of catering and entertainment and entertainment formats should be increased. In particular, high-rise buildings can be used to solve the problem of less passenger flow with popular dining. Wang Heng, chairman of the Golden Eagle Business Group, has also indicated that the new project will emphasize the "whole life" mode in the future, that is to introduce more new formats.

　 "Golden five stars" promotes the transformation of "Golden Triangle"

From the end of last year, the two phase of Rui o department store and Jingan Jiali center in Jingan Temple area have been opened one after another, plus the German International Plaza, the 1788 International Center and the "big brother" Jiu Guang Department store. The new "golden five-star" is replacing the position of "Golden Triangle" in the hearts of consumers. The focus of Nanjing West Road business circle has also shifted westward. Compared with "Golden Triangle", "golden five-star" not only has more modern hardware facilities, but also has more brand and format. For example, the overall business portfolio of Kerry Center in Jingan accounted for 8%, 7% of entertainment and leisure, 25% of catering, and 40% of Rui's department store. In Golden Triangle, there are few special restaurants, entertainment and leisure brands.

It is worth mentioning that "Jin Wu Xing" not only considered the combination of formats, but also spent a lot of efforts in importing brands. Take Rui o department store and Kerry Center two as an example. There are both 10 yuan to 50 yuan per capita consumption, suitable working lunch for regional small white-collar workers, leisure afternoon tea, and decorating commercial restaurants. Even in casual afternoon tea, a small business that consums only tens of dollars per person, shopping centers have also put in great efforts to introduce some of the brands that first appeared in Shanghai. This makes queuing up to be a special sight of "golden five stars" and provides a continuous flow of shopping centers.

Shanghai Business Development Research Center pointed out that the "experiential" consumption route is the inevitable trend of the development of shopping centers, as well as the core competitiveness of shopping centers. Previously, the increased consumption of experiential consumption of food and entertainment has a more significant effect on improving the business situation, so the proportion of food and entertainment formats in the newly opened shopping malls is getting higher and higher. At present, the proportion of catering is maintained at a high level of 30% to 40%.