Opening Month, How Did The Galaxy Start?

Tianjin Huarun the Mixc unveiled the press conference, marking Tianjin's official entry into Huarun's commercial layout.

So far, Tianjin Huarun the Mixc has changed its name for a month. What will Huarun do after its acquisition?

Does Huarun the Mixc bring a totally new high-end experience to Tianjin?

Xiaobian recently visited the site for in-depth understanding.

Overvalued Tianjin purchasing power

It is understood that the Tianjin Galaxy International Shopping Center was opened in 2012 and is wholly owned by the city investment group and is responsible for its development and operation.

Located near the municipal government, it is located in the cultural center of Tianjin, and its geographical location is extremely advantageous.

However, due to the inaccuracy of the consumption market and consumption power in Tianjin, and the high cost of pre investment, the operation of the project has not been ideal for many years.

In the early days, because of the favorable conditions of the operator for the target brand, such as large decoration subsidies and mass purchase, the Galaxy International Shopping Center did not encounter the difficult situation at the beginning of its investment: familiar Giorgio Armani, Givenchy, FREYWILLE, 7 For All Mankind, Tesla and other brand Tianjin's first stores were all located in the galaxy.

However, because the overall consumption power of Tianjin can not be completely matched with the positioning of Galaxy International, and because of the special geographical location of Tianjin, some luxury consumption ability is diverted by Beijing, which leads Tianjin to be in the situation of the lack of luxury purchasing power.

The city voted group began selling Galaxy International Project in 2017. Huarun, poly and other central enterprises with strong financial strength and mature business experience have become strong competitors.

After nearly two years of "seesaw warfare", Huarun's "wholly-owned acquisition" favorable conditions attracted the favor of the city voted group.

For Huarun, the Tianjin Galaxy International Shopping Center has filled up its lack of commercial real estate in Tianjin, and it is located in the center of the city, which is highly compatible with Huarun the Mixc's positioning.

Huarun also took the opportunity to speed up the layout of the Mixc in North China and keep its business leading and pioneering.

The good "Vientiane" did not come.

In April 11th, Huarun held the unveiling press conference on the theme of "the beauty of Tianjin city", which attracted a lot of sensation in the industry. The news of the real hammer of "Huarun's commercial territory marching into Tianjin" spread like wildfire.

But in the past month, the operation of the Mixc has been too low-key. According to the author's on-the-spot visit, it was found that the vacancy rate at the scene was quite high, and a small number of businesses were withdrawn from the second half of 2018.

According to the author's observation, at present, the B1 layer of Huarun the Mixc is still dominated by fast food, retail and paternity. One tier and two levels are luxury goods. Brands like COACH, GUCCI, PRADA, BURBERRY, FENDI, DIOR and LV are among them.

The three level mainly includes clothing retail and catering formats, while the four level is the main brand and tide brand. The five tier is still promoting fast food products in cinemas.

It is understood that the Mixc's investment promotion work has been closed half a year ago.

At present, Huarun is planning to make significant adjustments at the architectural level and format level, trying to overturn the impression left by the galaxy on Tianjin.

The author interviewed several people who are shopping in the Mixc. They all said that the store had not changed much before, and expressed expectation for the Mixc's future development.

In the spring breeze, wait for everything to be renewed.

As the starting point of cooperation between Tianjin city investment group and Huarun land, the Mixc, Tianjin, will follow Tianjin's urban characteristics while perfectly following the high standard and quality of Huarun's commercial projects.

At present, Tianjin is in an important period of improving the quality of consumption. On the basis of meeting the basic consumption, urban economic development advocates expanding both high-end consumption and developing new consumption, which coincides with the commercial operation characteristics of Huarun.

The main problem facing Huarun the Mixc is the high vacancy rate. Of course, one of the important reasons is that Tianjin has been shopping in large quantities in recent years, such as Joy City, Century City, Tianhe City, China World Trade Center and so on, all of which will be the Mixc's potential competitors.

If we continue to pursue the high-end line, we may face the risk of being "abandoned" by H & M, GAP, KFC, yah Hui and so on.

According to the existing brand and the volume and positioning of the Galaxy International Shopping Center, Huarun's position as a high-end business route in the Mixc is clearly the right direction for development.

Earlier, people in the industry made an analysis. If Huarun rectify Galaxy acquisition to the Mixc, then the brand in the galaxy will hardly need to make a big adjustment.

However, it is suggested to increase the brand of catering and the experience of parent-child experience so as to pry new consumption purchasing power.

It is believed that in the future, the hardware upgrading, image reconstruction and brand upgrading of the original project will alleviate the poor international experience of the galaxy before a certain extent, and at the same time, it will play a certain role in promoting the commercial quality of the projects, business circles and even the whole city.

The emergence of the Mixc in Tianjin will bring more dynamic business atmosphere, more imaginative innovation mode, more pleasant scene experience and more comfortable leisure space for Tianjin.