Background materials (for reference only)
"Water Tour City" theme shopping park is a large leisure shopping center located in the core area of Nanjing Zhonghua Road and Confucius Temple business circle, with a total construction area of 6,543.8+0.67 million square meters, of which the commercial area is about 6,543.8+0.000 square meters, the hotel area is 27,000 square meters and the parking area is 40,000 square meters, which can be regarded as the largest commercial facility in the south of the city. It combines different life experiences such as holiday inn, sports world, cinema, leisure center, fashion lifestyle brand store, special food city and children's entertainment world. It is different from the original commercial shopping place in layout, function division and business philosophy. "Water Tour City" emphasizes the combination of leisure and comfortable shopping state with diversified amusement facilities and interesting performances, and meets the diversified life interests of family consumption at different ages, genders and personalities with colorful life experiences. At the same time, relying on Nanjing's unique natural and humanistic environment, with exquisite architectural design techniques, nature, sunshine, water flow and reflection are depicted in the theme shopping paradise of "Water Tour City". At the same time, investors introduced the international advanced concept of "time consumption experience" and vowed to stage a never-ending performance in the city of Center Stage.
The project was built by Shanghai Pengxin Real Estate with an investment of about one billion yuan. Pengxin Group's strength, geographical advantages and characteristic business model of the project will surely attract many international and domestic famous brands. At present, the hotel has signed a contract with the well-known intercontinental hotels group for management, and the 4-5 floors of the shopping mall have also been successfully introduced into the high-end studios of Hengdian Group. This project has become a new landmark of Nanjing city fashion style.
Original brand status:
Second floor: SPORT 100, U 1, Azone, Hangshi, Jeanswest, Camel, 1727, IN Base, BHG Supermarket and Food Plaza.
First floor: Glasses, Manifen, Ann, Suit Castle Peak, Orchid Teahouse, E Base, Aisen Ice Cream, BEAUX-ARTS, STGE, Muji, Fudian Boots, Natural School Snacks, MAP, Meimei Restaurant, Hello Kitty, Guodian Sweet Shop, and Baerduo Dad's Puff Workshop. Lovely Lace, E BLAN, lenscrafters, Manguyin, Gabrielle, Casio, Indian Curry, Sakura Garden, Tudali, Miandao, Fairy Forest, McDonald's, iPod, Bama Tea, Monchhichi, DQ Ice Cream, 1432 German Garden Restaurant, St&; Saturday, crocodile, one family, great! John, Leonidas Chocolate Coffee, Costa, Hot Air, Wanning Wanning, Cigar Bar, Hutchison Hong Kong Restaurant.
First floor: I.T., Quiksilver, CK underwear, Sephora, LEVI'S, GUESS, Byford, P one company, sofft, Steve Madden, Navigare, DOCKERS, ILIONNO, Oujue Coffee, Mango, Folli Follie, swatch, PIANO MOOD, Promod, ZARA, sisley, express130 French connection, G-STAR, Killtec, adidas originals, K-Gold, Starbucks coffee, laterite, AREZZO, h&; M, Hilfiger denim, Calvin Klein jeans
Second floor: ONLY/vero moda, BASIC HOUSE, NINE WEST, Bench Body, ODBO, Blanc R.G, Olive des Olive, Lapargay, scofield, Oikos, UNIQLO Uniqlo, INDIVI/FA:GE, Proportion, Suite, WHY, Millie's, ZARA, TEENIE WEENIE, E.Land, Pink Mars, Youbaigou Small House, LOSACOS, SELECTED, H &；; M
Third floor: Cabbeen, Jack Jones, Honeys, Migano, Foi, Honeyme, Calfit, Lee, Nee, Mark Fairwhale, Jinava, GXG, rolian mille, Baby Shop, CHEVIGNON, Trojans, MK REPORTER, Donna Moore, Unban Tag, Jingyi Jiahua, Bao Dao Glasses, ETAM, so basic, Taco Gourmet Restaurant, Video Games, idef Left.
Fourth floor: Sichuan Style, Xinhua Bookstore, Genius Baby Early Education Center, Sassoon Hairdressing, Alice Mansion, Emerald Palace, crocs, Lock Lock, OQO, Baby Angel Professional Children Photography, babyart Creative Baby Early Education Center, Qilu Cultural Life Museum, Health and Beauty SPA, Primary Color Ranch, Jewelry, Kimberly, Twist Slimming, Shangzhiyan Manicure, Unisex, Hengdian Film and Television City, and Fashion Living Area.
Fifth floor: Shanghai Xiaonanguo Jinshi (Southeast Asian cuisine) Suweixuan porridge house
1, mainly promoting Shuicheng.
Nanjing Water Tour City is the pioneering work of the fourth generation shopping center, and its opening may bring a new revolution to the development of commercial real estate in China. The fourth generation business model emphasizes experiential shopping, upgrading to meet people's one-stop shopping needs and increasing experiential consumption. Shopping is no longer the most important function of the fourth generation business model. It integrates four functions of shopping, catering, leisure and entertainment, among which sports, entertainment and leisure account for a considerable proportion. Experiential shopping center is not only a shopping center, but also a leisure center and social center.
"Water Tour City" theme shopping park is a large leisure shopping center located in the core area of Nanjing Zhonghua Road and Confucius Temple business circle, with a total construction area of167,000 square meters, including commercial area of 100 square meters, hotel area of 27,000 square meters and parking area of 40,000 square meters.
2. Analysis of external environment
(1) The influence of national tax policy on shopping malls
1. Relevant contents of tax policy
In 2008, while enterprises are facing the grim situation of implementing new labor contracts, macro-control and tight monetary policy, they are also facing the global financial crisis. In order to stimulate domestic demand and competition to resist the financial hurricane, the state has introduced the reform measures of value-added tax around this goal. The impact of this reform on small-scale commercial taxpayers is as follows: (1) The VAT rate of small-scale commercial taxpayers is adjusted from 4% to 3%; (2) The sales standard of small-scale commercial taxpayers was reduced from 1.8 million yuan to 800,000 yuan. As a typical department store mainly operated by small-scale taxpayers, Shuiyou City will face the impact of tax policy adjustment.
2. Facing the adjustment of tax policy, think about the business direction that Shuiyou can take.
In the face of the national tax reform, Shuiyou City encourages and helps individual merchants whose sales reach the target to become ordinary taxpayers, and further adjusts and optimizes their business brands according to the direction of cooperating with manufacturers. In this way, on the one hand, from passive to active, on the other hand, the focus of business has changed from leasing to insured cooperative operation, maintaining close contact with existing manufacturers, expanding business and opening up new business brands.
(2) The influence of inflation on the operation of shopping malls.
20 10 1 1 The latest data shows that China's CPI has increased by 4.4% year-on-year, and the prices of basic necessities are rising. Among them, the price of cotton increased greatly, reaching as high as 7 yuan /500g. Under this circumstance, many cotton fabrics and garments will raise prices in the second half of the year, and many enterprises that raise cotton fabrics prices by rising costs will be affected by the increase in inflation expectations and increase the price increase. In this vicious circle, it seems inevitable that the price of clothing products will rise again, and eventually all the product costs will be passed on to consumers.
As the undertaker of the price increase, consumers have different reactions to this price increase. In the consumer survey, it can be clearly seen that, regardless of the original pricing, among many shopping malls in Nanjing, Shuiyou City is a mid-range shopping place, and 50% of the respondents visit Shuiyou City several times a month, and most consumers spend less than 1000 yuan each time. At this level of consumption, 90% of consumers tend to sell at a discount, and only 20% will choose a full reduction. For textile and garment enterprises that are already in a completely competitive environment, there is not much internal potential to dig to absorb the rising costs, and the price increase of clothing is a foregone conclusion for major shopping malls. In this consumption pattern, the price increase and discount are already contradictory, and the full reduction promotion method will become the main force of shopping mall promotion, but only 20% consumers accept the full reduction method. All these show that the negative impact of inflation on the operation of shopping malls already exists.
(C) Analysis of surrounding business districts
1, Confucius Temple Business Circle
As the birthplace of folk culture in Nanjing, Zhonghua Road and Confucius Temple in the south of Nanjing are rich in traditional culture, with rich gold powder and humanistic atmosphere in the Six Dynasties. This area not only has a large office and residential population, but also has many tourists around the Confucius Temple. Since ancient times, it is not only a tourist attraction, but also a prosperous business district, with an annual average of more than 40 million tourists bringing it rich popularity. It is one of the traditional important business districts in Nanjing.
The current success of Shuiyou City is mainly due to the large number of people in the business circle of Confucius Temple. The planning of the water tour city can be copied and done better. As long as the merchants in Shuiyou City are profitable, it is easy to lose. The only thing that can't be taken away is the flow of people in Confucius Temple, which is precisely the basis of its current success.
2. Xinjiekou Business Circle
Xinjiekou, as the largest commercial concentration area in Nanjing, has gathered commercial carriers such as Deji, Xinbai, Central, Dayang, Dongfang and Golden Eagle International, with a holiday passenger flow of over one million. And the surrounding traffic is convenient, bus lines extend in all directions, and 4000 cars pass by every day; Subway 1 Line sanshanjie station is only 200 meters away from Shuiyou City, and it can be reached within 5 minutes' walk. Close at hand, the business circle of Confucius Temple, the bus terminal of Jiankang Road, and the swimming city have formed a strong and smooth flow of people, which is bursting with popularity all the year round. These unique objective conditions, combined with the theme characteristics of business culture and the "experience" style of business format, have achieved great success.
(D) Analysis of competitors
1, the competitive pressure among major shopping malls in Nanjing
(1) Management Status of Central Shopping Mall
Nanjing Central Shopping Mall: From "sitting in business" to "attracting investment" Nowadays, fashion and brands compete, and the management of the central shopping mall has also begun to implement new transformation strategies in the upgrading of the shopping mall. The central shopping mall has the following characteristics in terms of software and hardware facilities: First, the new business area is 1.5 million square meters. The brands in this area are positioned as domestic and international first-line and second-line brands, and the high-end goods will be around 20%, while the variety of the whole shopping mall will increase from the current 100 to 15000. Second, the consumption orientation is more perfect, leading the public department store to large shopping centers.
(2) The operation status of Xinbai
Nanjing Xinbai is located in the southeast of Xinjiekou Square, the most prosperous section in downtown Nanjing, with an area of 1.3 million square meters and a business area of 50,000 square meters. 1952 has a history of more than half a century since it was established in August. Is an established large-scale department store retail enterprise, one of the top ten department stores in China, and the first listed company of commercial enterprises in Nanjing. At present, the company has three professional shopping malls 13, with more than 240,000 kinds of business, and its economic benefits have been the first among peers in Jiangsu Province for 16 years. In 2000, its sales and profit index ranked first among the top ten independent stores in China. In 2007, the company achieved a cumulative sales of 2.38 billion yuan, the best level in history. In recent years, driven by reform and innovation, Nanjing Xinbai adheres to the development strategy of "highlighting the main business and actively taking the road of diversification". Implement dynamic adjustment in business, optimize commodity structure, improve shopping environment, pay attention to business characteristics, and constantly improve the main business ability. Nanjing Xinbai is marching towards the goal of modernization, collectivization and internationalization with the pioneering spirit of "breaking through innovation and keeping pace with the times" and the service tenet of "sincerely dedicating customers and satisfying in Xinbai".
(3) The operating conditions of Dayang Department Store
Nanjing Dayang Department Store has a business area of 76,000 square meters. Ocean takes a young, fashionable and high-grade consumption route. Facing the fierce competition in Xinjiekou, Ocean Shipping has four advantages: first, a mature and professional team, and its managers have many years of professional experience in running department stores; Second, commodities, ocean department store will bring many well-known brands that are not available in Nanjing market at present; Third, professional management determination, that is, only engaged in department stores, not misappropriating funds to other industries; Fourth, there is strong financial support.
(4) Deji's operating conditions.
Nanjing Kidd Plaza Phase I officially opened on June 26th, 2006. This square is the first top shopping center in Nanjing, and it is unique in the core business center of Xinjiekou where many businessmen gather. Its unique architectural design, first-class shopping environment, rich artistic and cultural atmosphere, and thoughtful and perfect customer service allow consumers to enjoy the infinite charm of world-class brands and popular elements close to the world, and integrate perfect functional facilities such as catering, leisure and entertainment, covering all the contents of consumers' wonderful consumption life. The entry of international palace-level brands has completely established the strong brand effect of Nanjing Kidd Plaza and become an important pole of high-end commerce in the Yangtze River Delta region.
(5) Confucius Temple Small Commodity Market
Nanjing, Confucius Temple Market 1998 and 2000 were transformed twice, and the third leap was completed in May 2004. After the promotion, the average business area of the Confucius Temple market expanded from 4 square meters to 6-8 square meters. Limit the height and width in the form of private rooms and partitions, and standardize the overall image of the market. Re-planned the business plan, subdivided and classified the business varieties, and zoned the route to the city. Install central air conditioning; The walls and floors are new; Unified lighting improves and enhances the business environment; The inner and outer ring roads of the market have all been re-paved, which is integrated with the style of Confucius Temple, meets the requirements of relevant management departments for the market, and enhances the competitiveness and vitality of the market.
(6) Nanjing Taiping Shopping Mall
Nanjing Taiping Shopping Mall is newly built 1947. It has been rated as "National Top 100 Commercial Enterprises" for three consecutive years, and has successively won many honorary titles such as "China Time-honored Brand", "National Military Shopping Mall" and "National Advanced Anti-counterfeiting Unit". 1996, the new building of the shopping mall was completed and opened. In 2006, as the last municipal pure state-owned commercial enterprise in Nanjing, it was successfully restructured, officially joined the famous large-scale private enterprise Jinsheng Group, and began to embark on a new fast lane of rapid development. In the fierce market competition, Taiping Shopping Mall is accurately positioned as a city regional center store in view of its own shortcomings in location and scale. Nanjing Taiping Shopping Mall: Persisting in Characteristic Management and Fruitful Road.
(E) Analysis of Nanjing's economic situation
In recent years, Nanjing's economy has developed very rapidly. In the first half of 20 10, Nanjing achieved a regional GDP of 244.3 billion yuan, a year-on-year increase of 14.2%. The fiscal revenue was 5665438+72 million yuan, a year-on-year increase of 25.3%; The per capita disposable income of urban residents reached 15090 yuan, a year-on-year increase of10.2%; The consumer price index was 103.4, a year-on-year increase of 3.4%. In the first half of the year, the consumer price index of Nanjing was 103.4, up 3.4% year-on-year. Specifically, the prices of food, alcohol, tobacco and articles, clothing, medical care and personal articles, entertainment, education, culture and housing are all rising, with the increase of clothing being 4. 1%.
(VI) Analysis of Nanjing's industrial structure
In order to adapt to the rapid economic growth, the adjustment and upgrading speed of industrial structure in Nanjing has gradually accelerated, and the tertiary industrial structure has been adjusted from 9.8: 54.4: 35.8 in 1990 to 3: 49: 48 in 2006. Generally speaking, the industrial structure of Nanjing mainly presents the following characteristics: the added value of the primary industry is rising, but its proportion in GDP is gradually decreasing; The added value of the secondary industry grew rapidly, and its proportion in GDP first decreased and then increased; The added value of the tertiary industry and its proportion in GDP continue to rise. Through the comparative analysis of industrial structure with other 14 sub-provincial cities in China, it is found that Nanjing is currently at the upper-middle level in total output value, but from the analysis of added value and proportion of various industries, Nanjing ranks eighth in the proportion of secondary industry and tertiary industry. The research shows that the level of industrial structure in Nanjing in 2006 is the closest to 1955 in the United States and Britain, and 1975 in Japan and Germany. It is the closest to the structural level of Shanghai 1998, Guangzhou and Beijing 1993 in China. It can be seen that there is a certain gap between the advanced level of industrial structure in Nanjing and developed countries and domestic developed cities.
3. Internal environment analysis
(1) Analysis on the Present Situation of Water Tourism Cities
Shanghai Pengxin Group and Fukuoka Land Institute invested 654.38+0.5 billion yuan to build Nanjing into a place of consumption, leisure and fresh food. 30% of the total construction area is 167333㎡, including 52368㎡ for business (Carrefour supermarket 16580㎡), hotel 16804㎡, apartment1988 ㎡ and 4 floors underground. When will the investment of 65.438+0.5 billion yuan be recovered? Which consumer groups should support the sales of167,000 square meters? According to the survey, Nanjing is the most important transportation hub in East China and an international metropolis in the Yangtze River Delta region, second only to Shanghai, with a population of 25 million.
1, commercial positioning
Water Tour City is a leisure shopping theme park with flowing water as the main body and integrating shopping, catering, leisure, entertainment, tourism and culture. Including a number of head stores and deputy general stores, the format is mainly fashion; Cinema positioning is the current first-line cinema standard; Catering includes large banquet hall, large-scale special catering, local flavor ... The overall business is positioned at the mid-range level.
2. Analysis of planning concept
The planning concept of the whole shopping mall is more advanced.
The first is to introduce the canal into shopping malls and arrange shops on both sides of the canal. Although this practice has long been mature in developed countries such as Europe and America, it is still rarely used in China. The canal has greatly improved the landscape effect of shopping malls and the economic value of shops on both sides of the canal, making the water tour city stand out from many commercial competition projects. The second is the circular business arrangement. General shopping malls are arranged in a rectangle, but the shopping malls in Shuiyou City are arranged in a curve around the canal. The huge hollow balls on the fifth floor form the atrium of the shopping mall, which increases the popularity of the shops, improves the value of shops with more than two floors and the arrival rate of people.
3. Scientific business model-flexible business cooperation model is conducive to the entry of merchants.
Water Tour City attracts foreign investment by means of "only renting and not selling", and the rents of different commercial forms such as catering and entertainment are also different. Considering the high investment cost of catering and the relatively low rent, the return on investment of tenants can be guaranteed. Therefore, they will help each brand analyze how much profit they have and how much turnover they need to achieve to maintain costs, including digesting inventory and personnel salaries, and then determine the proportion of funds or commissions.
In order to create the same return on investment, investors and tenants "share risks and benefits" and adopt the model of "taking the highest rent or commission from the bottom". The so-called "whichever is higher" means that a minimum rent is determined first, and then a certain percentage of commission is paid according to the tenant's operating income. If the rent is high, it will be charged according to the rent, and if the commission is high, it will be charged according to the commission. Effectively improving profitability and reducing the burden on merchants is a win-win cooperation mode.
4. Innovative business combination-business combination based on consumer demand.
The traditional department stores in China are basically divided according to the traditional consumption demand, such as shoes, cosmetics and clothing. "Water Tour City" not only aims at shopping, but also studies people's psychological satisfaction, putting related goods on a line, such as shoes and bags, ornaments and drinks on a certain floor, or clothes for young mothers and children on a certain floor. Shopping and retail account for 60%, catering accounts for 20%, entertainment accounts for 15%, and other life services (such as beauty salons) account for 5%.
(B) Shopping mall culture: unique water
The water city is named after water, and it is named after water. There are canals, fountains, waterfalls, musical fountains and water mist in the city. A canal runs through the whole negative floor, and various shops are arranged on both sides of the canal. The river is crystal clear, but unpredictable. The most spectacular thing in the city is a six-story hollow ball with yellow latitude and longitude lines on it. The hollow part is a huge circular stage, which is divided into concentric circles with copper bars to simulate the shape of ripples. The concept of canal makes Shuiyou City more distinctive than other major shopping malls in Nanjing. It is modeled after Hakata Canal City in Japan. Hakata Canal City is a very famous shopping, leisure and entertainment place in Japan. Its development concept is to make people move first and stay, with the ultimate goal of increasing consumption and then making profits. It makes you happy and makes you want to do it again. & amp@8 D/ C，\* d
4.STP analysis
(A) market segmentation
From the perspective of consumer segmentation, the basic segmentation methods include geographical factors, humanistic factors, psychological factors and behavioral factors. But no matter what segmentation method is adopted, we must grasp that in the same market segment, consumers have the same or at least similar needs.
As an individual with different characteristics, Water Tour City can be subdivided on the basis of age and income in humanities. In China, people of different ages have great differences in consumer psychology. People with different incomes not only show differences in purchasing power, but also some people who get huge wealth quickly may buy a lot of luxury goods to show their wealth. Therefore, the market segmentation of swimming city is based on income stratification and then age segmentation, and finally achieves the goal consistent with the initial positioning of swimming city itself.
(2) Target (3) Market Selection
1, according to the consumption power, the market positioning will be the mid-range market.
As a modern and unique shopping center integrating shopping, entertainment, leisure, catering, cinemas, supermarkets, hotels and apartments, Shuiyou City has been in the market introduction stage for just two years since it was put into operation in 2008. In the introduction stage, because the target consumer group is still in the cultivation stage, the competition with other shopping malls is not very fierce. At present, the focus of market competition is to promote the growth of shopping malls rather than to compete for competitors' market share too quickly. The first step of shopping malls that are still in the market introduction period is to segment the market. For such a large shopping center with a huge investment of 65.438+0.5 billion yuan, it is natural to build it into a large one-stop shopping center with a certain level according to the ability of consumers. The reason is that when consumers haven't generally understood such a new shopping center, the first step of the shopping mall is to turn Shuiyou City into a modern shopping center that conforms to its original position in consumers' minds.
2. The target customers are divided into 20-35 years old according to their age levels.
According to the original intention of Shuiyou City to build a one-stop modern fourth-generation shopping center and the trend shopping of young people in the modern market, the survey shows that young people aged 20-35 are willing to spend. Although people aged 35-45 have spending power, they will not pursue fashion, and their shopping concepts are few and refined, so the shopping cycle is relatively long; Young people under the age of 20 are willing to spend, but after all, they are too young to spend. To sum up, for people aged 20-35, it is appropriate to subdivide the city of swimming again.
(4) Market positioning
Whether a shopping mall can successfully achieve its positioning is the key to its market competition.
After market segmentation and target market selection, what the shopping mall should do at this time is how to find the differentiated characteristics from other shopping mall brands according to its own product positioning advantages. And among the many differences, it is clear which differences are most attractive to consumers and which ones are the best match with their own resource advantages, so as to establish their own unique brand value. Innovation and differentiated management are the eternal theme of commercial development and the core of enhancing the competitiveness of commercial real estate. Judging from the law of commercial development, commercial real estate must keep pace with the times and cannot ignore the changes in the environment and market. As the fourth-generation business model, the Water Tour City is built on
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