Commercial Real Estate In The Three Or Four Tier Cities Needs To Be Changed.

2015 is the most difficult year for China's commercial real estate.

Near the end of the year, new projects are still not in the majority.

The general market judgement is that the commercial competition pressure of the first and second tier cities is too large and the supply is excessive. The three or four line cities are facing the situation of the net outflow of population, and the purchasing power is insufficient.

So, in the current situation, is there really no market space for newly developed commercial projects? From the overall industry trend analysis, the answer should be yes.

However, it is obviously wrong to take only the general phenomenon of the industry to dominate the decision of a single project.

Commercial real estate is positional warfare. I think there is still room for investment in some special cases, and there will be good returns.

These conditions include:

Condition 1: although it is located in the three or four line city, the purchasing power of residents in the city is strong.

Condition two: the project area is superior, not in the new town, but in the future urban core area;

Condition three: have financial resources, not ordinary business investment, do the biggest project in the local area, occupy the absolute advantage of the regional market;

Condition four; systematic management and control capability, which can bring volume of new business resources to the local area.

Condition five: the product has been greatly improved. It is not only a simple copy of simple and second tier city commercial projects, but also has the ability to integrate with local culture and has the characteristics of difference.

Once such a project rises, it will become a new leisure and social platform for the city of this region, and the success will be quite great.

In many years of project experience, I have seen many projects in the pition zone of old city new town, but many of them did not get up.

The biggest problem is the shortage of body size and scale.

If a new project is built between such a new and old urban area, if there is not enough strength to build the largest commercial center in the future, it will be faced with a great risk of marginalization.

Because the new area is not equipped with adequate urban facilities, if the volume of business is not big enough, it will be lost in the eyes of the public.

Zheng Rong's operation in Putian is not so.

They made a plan to rebuild Putian's business center.

The position of the Jung wealth centre (thematic reading) is to create the latest generation in the region.

The commercial leisure consumption destination.

On this project, the pedestrian mall plus shopping mall - the wing glory wealth center, totaling 260 thousand yuan, is the largest, fashionable, high-end and full stop business in Putian. It will become the downtown hub of Putian in the next 10-15 years and the city's core landmark commercial center that will radiate the whole city.

The location of commercial projects is an important issue to test the commercial development of the three or four tier cities.

The present situation of the three or four line cities in China is that the population density of the old city is high, but the commercial facilities are backward, and the small department stores and the streets are the main business, and the pformation is very complicated.

In spite of the good environment, the new urban area is far away from the old city, and the urban infrastructure facilities such as education and medical care can not keep up with each other. This leads to the psychological distance to the local residents, which leads to insufficient popularity and the introduction of the population needs some time.

What do we do? Let's take a look at Zheng Rong.

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They chose the pition zone from the old city to the new town, but not the fringe area, but the core area of the future development, and the geometric center of the city.

The biggest advantage of the pition zone is that it can take the popularity of the old city and have enough open space to create a new commercial infrastructure.

In the new round of government planning, Putian launched the construction policy of "one river on both sides" to move eastward and southward, and established a key development area centered on Mulan River, with the junction of Li Yuan Road and Tian Fei Road as the core.

Mulan Creek will become an important part of the core development area of Putian's main city and the main driving force for future urban development.

From the perspective of product mode, the positioning of this project on the one hand extends the usual mode of "shopping mall + commercial block", but on the basis of this, it makes substantial product innovation.

First, in

The design is no longer a 100 thousand party shopping mall, but a super Mau with a total body size of 220 thousand, with only 71 elevators inside.

You know, in general, shopping centers with more than 150 thousand volumes have great room for innovation.

At present, Zheng Rong has several main functions such as children's experience, global cuisine, luxury theme, female shopping, auditions and entertainment.

In addition, in the area of product construction, the project is not following the Wanda street mode, but also upgrading the street products to the height of cultural tourism blocks.

Combining the functions of Putian's unique culture and customs and tourism, and combining the characteristics of block type commercial consumption, we create a unique city holiday destination.

For such a 220 thousand party shopping center, consumers' understanding of them becomes: "what's the difference here?"