Domestic Commercial Real Estate Should Focus On Experiential Consumption Transformation And Upgrading

Deng Rushun, director of the retail real estate department in East China, borrowed the biological term to describe the mentality and vision of the developers. "The quality of commercial real estate is a quality that starts from inside and outside, from the heart. It originates from the DNA of developers, including the idea, planning and future operation of real estate development." With the development of commercial real estate in China today, especially after 2014 and 2015, the market pays more attention to the sustainable development of the whole business project and the long-term stable return income. The success or failure of a project will no longer depend solely on the unique consideration of "location, location and location". "DNA of a high quality developer must have three main elements: the identification of an ideal location, a clear pre planning and continuous high quality management."

First of all, a "smart and experienced good owner will not take it in disorder. He will consider the surrounding traffic around the block, the matching of the surrounding market atmosphere and the project to ensure the ideal location". Secondly, "experienced, competent and financial developers will not despising planning." He will take all the planning into account, including the entry and exit of goods, the separation of cars and cars, the customer's dealings and so on. These are covered in a complete and systematic pre planning. Third, "good owners will mobilize all forces to do well in the operation and management of commercial real estate so as to achieve long-term sustainable development".

In Deng Rushun's words, "retailers and commercial real estate are organisms, and they have growth attributes." The charm of commercial real estate is that if you manage it well, you will get higher returns when the time comes. Commercial real estate is not only a real estate format, but also a high demand for operators. One of the important reasons is that the retail industry is in a very dynamic market, and commercial real estate projects are different and cannot be duplicated each other. Deng Rushun did not hesitate to say: "the so-called duplication of development has no future. Innovation and localization are very important. Every place, developers should look for DNA suitable for the local market, identify market positioning. The characteristics of the retail market are obvious. Even in the southeast and northwest corner of a city, the demand of consumers can be quite different. This is also a fascinating place for commercial real estate. Every project is new, and every project needs to be tested in different forms and contents.

Deng Rushun reminded developers that the scale of commercial real estate should be correctly estimated, because "in the non core residential areas are relatively dispersed, many retail activities and entertainment projects are convenient, and the distance will greatly affect people's choice. Therefore, the prosperity of non core periphery business circle is inevitable, but the flow of people is also limited." Successful excavation of the potential of non core business circle requires developers to find the most suitable factors according to local conditions, and achieve sustainable development by adjusting flexibly according to the market.

But in Deng Rushun's eyes, there is another thinking and a more encouraging opinion. Deng Rushun said that today, retailers are no longer able to take the rise of the electricity supplier as an excuse for their declining sales volume. Instead, they should reflect on their own innovation and development mode and whether they really serve the operation. "In the past ten years in China, retail is more like a culture of" casually selling, casually selling ". Today, consumers are becoming more intelligent, more in pursuit of service quality and shopping experience, and can judge the quality of commodities. "Retail is a culture and art, and is an art of interaction between salesmen and customers in the process of selling, which has been a problem neglected by retailers in China in the past ten years".

The advantage of online shopping lies in its convenience, including convenient express service, 24 hours of open channels and shopping mode without leaving home. However, we should also see that the success of Taobao Tmall is largely a replication of the sales promotion mode of previous department stores, and a large part of it is impulsive consumption. Everyone is talking about the turnover of 57 billion, but in fact, few people pay close attention to its return rate of up to 30%.

Deng Rushun said: "the biggest advantage of the entity store in the electricity supplier is that it can make consumers feel the joy of experience and the pleasure of being served. UNIQLO is a good example. H&M is the same. They have done a good job of combining online and offline. Retail should learn to lay the resources on line and offline. While doing business, Tmall is also doing a free trade area. Ma clearly sees the problem of virtual transactions, and clearly knows that relying solely on selling traffic can not catch consumers, and how to integrate with entities is the most important. Though from different angles Online retailers But both of them are looking for opportunities to land. They are making compromises and complements with entities in order to achieve a win-win situation.

Generally speaking, China's commercial real estate and all levels of cities have different directions of development. But in the 2015-2017 years, these three years will be a consolidation period. In 2015, developers will be relatively difficult to compare with each other, because they are complicated in every aspect. Set up shop The speed will slow down and the difference between the progress of the project will be too large. What developers need to do is change the "beat the head" to "use the head", carry out the trial operation ahead of time, and carry out relevant tests ahead of time.

Deng Rushun believes that "our overall economic development and population development are benign." Two or three line city There is still much room for development and potential for commercial real estate projects, which is backed by scientific data. In the 30 years from 2000 to 2030, China's middle class will grow rapidly. According to the economist's estimate, by the end of this year, the income of the middle class in China will reach 30% of the total population (annual income is more than RMB 30000 yuan). And a healthy commercial real estate market development, the main force is the promotion of the middle class.