COFCO Joy City Will Deliver 20 Joy Cities In Five Years.

Reporters interviewed by many parties, as a result of intensified competition and the impact of a series of challenges such as electricity providers, new business projects have also encountered difficulties, developers turn to commercial real estate road is still unknown.

The two phase of Shanghai Joy City is located in Suzhou Bay business circle. It will introduce the roof cantilever Ferris wheel, interior art street, business and art entertainment, cosmetic brand collection area, etc.

After adjustment, the ratio of joy to city will change to 50% of retail sales, 31% of catering, 19% of entertainment services and 19% of the rest. The first floor is light food and supermarket, one is international fashion brand, the other is two, the five is clothing retail, six is personalized shop, seven floor is characteristic restaurant, eight and nine are light art block and ferris wheel Plaza.

Shanghai's Joy City Vice General Manager, Jianping, revealed that investment has been launched. About 80% of the main brands have been discussed with Shanghai's Joy City, and more than half of the brands have already established cooperation intentions. It is expected to open in December 19th this year.

"After the two phase of the opening, the overall business volume of Shanghai's joy city will reach 163 thousand square meters, which is different from the first phase. The two stage of the joy city will upgrade and change all aspects of format and design. For example, the first domestic cosmetics collection store, yesdan, will be introduced in the two phase, the first O2O supermarket in China, CECELIFE, and the flagship store of MUJI, which combines the coffee format, to highlight the differentiation of the two phase of the great joy city.

Wei Xuewen, general manager of COFCO land (Shanghai) Co., Ltd., general manager of Joy City (Shanghai) Co., Ltd., told reporters that in addition to differences in format, the two phase of the project will also change the line. Once consumers thought that some floors of Shanghai Joy City were not clear enough, while the two phase would improve the line with a simple design.

It is worth noting that the two phase of the joy city will also be more closely integrated with intelligent management, such as intelligent parking garage, POS sales data crawling, face recognition technology, intelligent payment, etc., and the intelligent import shopping and payment will be implemented in the first China o2o supermarket.

"After the two phase of the joint operation of the first phase of the project, we can complement each other in the overall project, and extend the coverage of the young customers who originally targeted US 18 to 28 years old to 18 to 35 years old."

Wei Xuewen said.

Although all aspects of the city's plans are comprehensive, and then it will expand new stores in Chengdu, Hangzhou and other regions, but the market is going down and the cost is high.

The inevitable problem of the impact is also a problem that plagued the industry. Recently, a series of retail listed companies have obviously declined or even lost their earnings.

"On the one hand, because developers need a large number of new projects for commercial real estate projects, on the other hand, due to intensified competition and the impact of electricity suppliers, many new commercial projects are not low in vacancy rate. Some brands' strategy in expansion is" a big opening ", that is, as business projects open up a large number of new stores, once there is poor performance,

Stop loss. "

Wei Xuewen said frankly.

In this case, investment will be even more difficult.

Wei Jianping, who is in charge of the operation, told reporters that in view of the increasing number of new shopping centers, the brands that had been stationed in some "seeking" shopping centers had become very choosy, and tenants had high requirements for the location, characteristics and similar brands of groups.

"Therefore, our practice is to introduce some designer brands to make the characteristic while doing the usual business invitation. Of course, we also know that the designer brand needs a breeding period, so we will choose a relatively mature designer brand to enter.

At the same time, in the design aspect, the business of flying ladder and top skyscraper wheel will directly drive up the passenger flow and form the "spray type" passenger flow, so that the high level passenger flow can run through the entire shopping mall.

Further revealed that the rental of the shopping center is the most expensive on the first floor, only half of the first floor on the two floor, and the half on the third floor. Therefore, it is difficult to invest in the five floor. Now, after doing the top-level business, the rent of the eighth floor is the same as that of the third floor.

In terms of brand, the 3:4:3 principle is used, namely, the 30% dangerous location brand, the 40% is the sales crown brand, and the other 30% is the regional characteristic brand, so as to strengthen the overall sales of the shopping center.

Dangerous Jianping pointed out that the Shanghai business circle is mainly Nanjing West Road, people's Square, Huaihailu Road, Xujiahui, etc. the Suzhou Bay area is actually very potential after the subway has been opened up, and when the regional government has invested about 20000000000 Yuan to build the business district in the area, it is believed that the new business circle will rise in the area in the future.