Hangzhou Impression City General Manager Zhang Xuedong: The Main Shop Should Not Be Excessive.

Hangzhou

It has been open for over a year.

It is reported that over the past year, the impression city has reached 6 million customers in Hangzhou's first shopping center, with a turnover of 350 million.

This remarkable achievement has given us a better understanding of the impression city of Hangzhou.

Recently, reporters opened the impression city of Hangzhou.

Impression city shopping center, Hangzhou

As a community shopping center with a total area of only 53 thousand square meters, not far away, there is also Hangzhou Xicheng square, the old rival, and 210 thousand square meters of Xixi impression city.

General manager Zhang Xuedong's burden is not heavy, but after seeing 1st Anniversary achievement, Zhang Xuedong relieved. "Because we are too small in volume, there is no way to set up movie theaters, KTV and so on. The entertainment in Xicheng square is good, but we have a lot of losses on this point, but our hardware condition has an advantage and gives shoppers a very good shopping experience.

All the customers come in, our shopping malls say that they look much bigger than outside, they are very wide, bright and atmosphere, giving people a very clear and comfortable feeling.

This year, our turnover will reach 4.5-5 billion.

At present, our average daily passenger flow has reached more than 20 thousand people, and now there is an increasing rate of about 10% per month. We expect that our annual passenger flow will reach more than 8 million this year.

Zhang Xuedong told Lian Shang network reporter.

For the future development of impression city in Hangzhou and other places, how to adjust the brand, and how to view the local commercial real estate atmosphere in Hangzhou, the young commander in chief told reporters one by one.

Hangzhou impression city general manager Zhang Xuedong

Hangzhou's shopping center is developing well and will accommodate at least ten large shopping centers in the next 3 years.

Reporter: how to view the domestic commercial real estate market and the local commercial real estate market in Hangzhou?

Zhang Xuedong (hereinafter referred to as Zhang): from the domestic commercial real estate market, at the end of the last century, some large developers have been developing.

Such as Huarun land, Baolong real estate, Wanda Group, COFCO real estate, many residential enterprises such as green group, Shimao Group, Vanke enterprise and so on.

At first, China's commercial real estate development was relatively weak, and some retail active and developed countries had a relatively high per capita area, about 1.2-1.5.

I came to Hangzhou in 05 years, and at that time Hangzhou occupied an area of only 0.8, but now the per capita GDP has exceeded ten thousand dollars.

Most cities still have the prerequisites for developing shopping centers.

Secondly, the income level of residents has increased, and the demand for consumption has also increased.

We need some shopping centers to fill vacancies and deficiencies. Therefore, our enterprises need to create entertainment and leisure compound shopping centers to meet the needs of ordinary people at different levels.

However, after ten years of market exploration, to a certain extent, we have accumulated funds, stored talents and gathered ideas.

By comparing domestic and foreign enterprises, the development of domestic shopping centers is in the pition stage from beginning to the middle stage.

To sum up, China's shopping centers are booming.

In the first few years of Hangzhou, business was scarce and its format was single.

Mainly in the commercial pedestrian street, department stores and some professional markets, I think this is totally out of line with the overall urban status of Hangzhou and the consumption needs of ordinary people. These years are slowly beginning to enter the first stop of shopping centers.

For example, Huarun the Mixc has a complete format and comfortable shopping to meet the shopping needs of different consumers. After the patronage of ordinary people, it is not only shopping but also enjoying leisure life.

The ancient city of impression road is a community oriented shopping center. The shopping center in Hangzhou is developing very well. As far as I know, some projects such as Raffles and intime department store will be located in Hangzhou in the future.

There will be 3 to 5 shopping centers on the market in the next 2-3 years. From the perspective of Hangzhou's urban population and cohesion, Hangzhou will be able to accommodate more than ten large shopping centers in the future.

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Impression city shopping center, Hangzhou

Reporter: compared with other commercial real estate development groups, what are the differences in the operation mode of your company?

Zhang: China started from commercial real estate development and engineering management.

Today, it is breaking the whole industry chain, from the early intervention of bank funds to the late operation management, making the development of the whole industry more magnificent.

Shenzhen Investment Corporation has nearly 8 years of commercial real estate development and management experience, and has nearly more than 20 open operation projects.

There are many advantages in terms of management and investment. Shenzhen commercial investment has created the unique operation mode of "business + Finance + development + management", and has formed the core competitiveness in the commercial real estate value chain, including fund management, investment planning, expansion, land design, project design management, engineering development management, investment promotion, operation management and so on.

Therefore, compared with other commercial real estate development groups, we are relatively perfect in operation and have advantages. We are very confident.

Reporter: what is the progress of impression city's second shopping center, Xixi project in Hangzhou?

Zhang: the impression city Xixi project is in the development stage, and we have signed 11 tenants on the 4.15, and now many international fashion chain brands are in talks and negotiations. Many of them will be the first fashion brands entering the Hangzhou market. We will strive to open in late 2012 or early 2013.

Do not blindly worship the main store, brand investment should be consistent with their own positioning.

Reporter: what standards do you have in brand promotion? What are the main problems?

Zhang: the positioning standard of investment projects depends on the choice of customers and brands. We will give priority to international chain brands, followed by some top domestic brands, plus some local brands, but the share will be smaller.

Hangzhou impression city has 150 luxury high-end brands, local brands account for only about 10%.

In addition, I personally believe that there is no question of a project brand investment can not enter, the key depends on whether the brand you choose is correct.

The best success can be achieved.

Reporter: what will the main store cooperation depend on in the future? Is the rent level high or other factors?

Zhang: according to different projects to choose different main stores, the rent level is not the key. The location, volume and format of the project are the decisive factors of the main store.

If we choose the location in the center of the city, some boutiques will be the best choice. I personally suggest that we should not blindly worship the main store or exaggerate its effect. Although the main store will sharpen more attraction and increase the traffic volume, the main store should not be excessive.

Interviewer: how do you better coordinate the relationship between the main store and the small and medium-sized businesses?

Zhang: there is no doubt that the main store is the leader.

After determining the main store, we need to identify the main stores, the main businesses or the brand businesses. Their relationship is complementary and mutually reinforcing.

When the main store brings tourists to the project, other formats of the project will also bring visitors to the main store.

Hangzhou impression of the main store in the city of WAL-MART to bring us a lot of passenger flow, conversely, impression of the city's catering, entertainment and other aspects will also bring WAL-MART to the passenger flow.

The difference between brands can not be too high, otherwise it will backfire, so we can not better share the flow of main stores into other formats, and vice versa.

That is associated with location and consumer positioning.

Reporter: what are the upgrading plans of impression city, such as brand? Relative to department store's return ticket, what is the main way of shopping center impression city promotion or marketing activities?

Zhang: we will have some adjustment plans in the second half of 2011. Brand will increase Apple stores, CKjeans and so on. Starbucks has confirmed the intention. If the area is allowed, we may also consider some fast fashion brands, such as UNIQLO, ZARA, and so on.

Secondly, the brand will be upgraded according to the consumption ability of consumers.

At present, we have 400 free parking spaces, which will increase by about 200.

Relative to department stores, we will adopt interactive marketing.

I remember the Mid Autumn Festival of 2010, we held a million people cake cake conference activities, achieved extraordinary results; in January 28th, when the celebration, members will carry out various on-site raffle, discount and other feedback activities; in strengthening community activities, we held a student union interaction in Zhejiang University, but we are more concerned about the quality of customer service, we pay more attention to the feedback form of members.

Competing with other businesses to compete and cooperate.

More projects will attract more consumer groups to come to consumption, giving more choices to urban residents.

Although the competition is not big, it will still have some influence.

But I firmly believe that our ultimate intention is to give the people the best and most comfortable shopping and leisure environment.

Impression city will expand the Yangtze River Delta area in the future, and 3-5 additional projects will be added in Hangzhou.

Reporter: the future expansion plan of the three major brands of new city, impression city, Shenzhen commercial and investment center? What other cities do you have in store?

Zhang: the three major brands of new city, impression city, and Shenzhen commercial investment center will all be launched in the future, but the main development direction is impression city.

We will position it in the 7-14 million square meters of regional high-end shopping center, in order to meet the needs of the masses.

The future impression city will plan to expand in Suzhou and Hangzhou, focusing on the Yangtze River Delta region, including other major provincial capitals, such as Xi'an and Qingdao.

At present, in addition to ancient Pier Road and Xixi project, Hangzhou will consider increasing to 3-5 projects in the future.

Reporter: Hangzhou impression city opened this year, as a general manager, how do you feel?

Zhang: as a general manager of a shopping mall, there is nothing important in my mind, but on the contrary, nothing is a trivial matter.

I will do my best to be as perfect as possible, no matter when dealing with complaints from customers, or in managing complex daily affairs.

I go to office at 8 o'clock every morning, and I get off work at 10 o'clock in the evening, tired and happy.

Every day, I will visit the shopping mall as usual, and thoroughly understand the people's food, consumption, shopping and so on. I will try my best to provide the people with the most excellent shopping and leisure environment.