all tribes wholesale jewelry New business: how to operate commercial real estate retail business

wholesale jewelry chain In today's popular cross -border mix and match, commercial real estate and retail business ushered in a new period of change, and various commercial elites are discussing a new concept: "new business", whether it is Internet e -commerce tycoon or physical retail chain, Or commercial real estate big guys, they are dealing with the changes in the business environment brought by the application of information technology. The concept of "new business" has become the most hot One of the topics.

"New Commercial" civilization is the commercial civilization of the information age. It is a new commercial civilization that has emerged with the development and influence of information technology. The business model under the new business civilization is a "large -scale personalized customization" for consumers with flexible manufacturing, personalized marketing, and social logistics.
The "Black Five" on Friday, 2016 (one day after Thanksgiving), JC Penny
The promotion through multiple channels, including web display, TV advertisements, online videos, emails, announcement, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, publicity, and publicity, publicity, and publicity. Social media, APP
, etc.! Under the new business trend, the integration of online and offline, the conversation of information and experience, the interaction between merchants and customers, and new business rules have become the research direction of future business breakthroughs.
Around 2010, there was an elite of the same industry began to carry out the "Noah Ark Plan" that responded to the "new business". We also started the research of "Business 4.0" 5 years ago. The era of all Things of the Internet of Things is coming, and new experience technology and artificial intelligence will subvert the current business business methods in the next five years. Commercial 4.0 is a new model in the era of network integration. We have studied not only the influence of people's influence on the range of five senses (see, listen, smell, taste, and touch). Satisfaction of brain commercial). There are many topics we have studied, not only the business model innovation in the new environment, but also involving future business application technology. Here, I am going to combine the present to make simple sharing of "new business" involving several links.
This of commercial real estate sucking Dafa
The earliest commercial shopping mall developed by China is Shanghai Hang Lung Square and Hong Konghui Hang Lung Plaza. In 1993, I let go of the American company. Back to China is the two projects responsible for development. In the past three consecutive years, Hang Lung and Hong Konghui have achieved the highest rental income efficiency and the highest rental price of domestic shopping centers. Hang Lung Plaza has an average annual effect of more than RMB 120/day/
. As an overseas listed company project, from the perspective of international investors, this is also a benchmark in China's commercial real estate industry.
The commercial real estate in Hong Kong in Hong Kong is mainly concentrated in Causeway Bay, Hong Kong. It is a ten -gold place in Causeway. However, when we planned the port of Hong Kong, we designed a large atrium, accounting for about 45%of the public area. When the preliminary planning in the early 1990s, we have already seen the future marketing use and operation promotion activities of the future atrium diversity. Today, when the impact of e -commerce in the big link era, the physical store needs to have enough atrium to do different promotion activities. This is the genes of some successful commercial real estate.
The different voices at the time questioned that the public area of ​​Hong Konghui Plaza was too large and was confused. "Why do you invest so much money to be an atrium?" But the facts of operating data for many years after opening have proved that the rent charged at each event far exceeds the rent of the store. Everything is to have some breakthroughs in thinking, especially in the era of large links.
But in the initial stage of the China Shopping Center in the 1990s, we combined with the relatively mature international experience of the shopping mall to innovate in the planning and design of the Hong Konghui Plaza. The amount is very large and requires a fire prevention zone. Therefore, the fire station was cut out of a 13 -meter fire channel from the middle. At that time, what we thought was how to make the deserted fire passage. If you have been to Hong Konghui Plaza, everyone noticed, or it feels good, that is, the innovative leisure food pedestrian street at that time.
The early positioning is very important in any era. From the perspective of asset management, why when we passed the Asian financial turmoil, we can also think about being a luxury shopping center? The positioning of the shopping center must focus on In the future trend, not just staring at the consumer market in front of you. If according to the consumption level in the late 1990s, China was not enough to support the consumer market of top luxury brands at that time. Growth and increased per capita income, so we have made some very bold format reorganization and adjustments to be the top luxury shopping mall in China. If you look at the annual report of Hang Lung Company, the rental income in 2015 is HK $ 4.194 billion, which is a very healthy and stable cash flow. This is also a very charming place for commercial real estate. It is a continuous and orderly income.
The essence of commercial real estate is asset management
"Noi" net operating infome, and CAP
rate's capitalization rate is the two most important indicators of asset management, that is, how to use some reasonable use of some reasonable Management, how to do better operations and investment promotion, increase income and reduce expenses. Only in this case can your NOI increase, the capitalization rate is reduced, and the assets will increase upward.
Is when Xinhe Group is responsible for asset management, several projects done are defensive measures, mainly because of the transformation and value -added of the mall. In any time period, the entire local market needs to be understood. One or two years before the new mall of the competitors was completed, the letter of rectification format has been initially started. During the asset value -added process, some commercial categories with very low utilization rates are rectified to increase commercial retail rental area. At the same time, it also enhances different formats. Especially in the era of large links, the update and improvement of the mall need to be adjusted at different stages.
The commercial real estate investment has a process of exit. In 2007, I was responsible for the first private real estate trust REIT in Hong Kong. There is a way out of commercial real estate, but the way out is unified operation, unified management, and the overall packaging and sale. Real estate trusts are securitized for some developers' properties during maturity.

The REIT, which has no real significance in China in China, has not yet really opened real estate trusts that ordinary shareholders can also invest. From the perspective of the trend, I think this is also a step of China in China, which can release a lot of heavy assets as light asset management.
of course, in asset management, one of the focus is how energy saving, and also includes adjusting the format and image. This is what asset management must do. Regardless of the letter and the group, or the Hang Lung Group or Hongfu Real Estate Trust, basically there are good asset management and operation management in order to continuously improve the NOI every year, or the income improvement.
The case of financing in the era of big links, because there is no way to make commercial real estate, because there is no way to borrow high interest financing, because borrowing is generally expired in two or three years, and the project is too late to complete. Due to the high cost of interest borrowed, if the interest cost is mortgaged, the company that will eventually be borrowed will take over the equity of the project company. When doing commercial real estate investment and borrowing, if you think about how much the project's leverage ratio, the interest is the interest is the interest. How much, reasonable
The correct exit plan, everyone is talking about Li Jiacheng ran away again. In fact, from a businessman who is doing business, when your property is a vertic or mature, it believes that the value of the property has already been in the property. To this end, the overall exit is a reasonable solution. Recently, the Century Square of Lujiazui took over ARA (a company specializing in fund and real estate trust management). Because the ARA Yangtze River Group also has equity, the original team will continue to manage this project.
The e -commerce tools
The e -commerce currently make up for some three or five lines of the three, four and five lines, or insufficient products, so e -commerce will be more popular in China. However, in the United States, the proportion of e -commerce is still quite low. Regardless of whether e -commerce is developed, now that by 2025, there will be 7,000 shopping malls under construction in China. At present, many things bought e -commerce are clothing, sports or shoes. In fact, when it comes to the Internet, I always think that web is a tool. How do you use the Internet to combine your customers to come to your shopping mall and have a basic understanding of your venue and products, so when you arrive at the physical store When you decide to buy, watch, and try to buy it by yourself, the use of web is still very important, and it has become more and more popular.
The mobile terminal transaction volume, the mobile terminal has accounted for a high proportion. Now it is so developed. Chinese mobile phone netizens have now accounted for 88.9%. Now the mobile payment "Alipay" accounts for almost the absolute number of the entire market. I believe that everyone will have Alipay and WeChat. Whether you pay the phone bill or pay other fees now, it is also very popular. I once forgot to bring a leather clip. After I finished eating, I was stupid there. Later, the service leader of my grandmother's restaurant saw me. I said what to do. Did he say that you have WeChat? Comments, buy a restaurant's coupon. I immediately bought a restaurant's coupon on WeChat, but he said that he couldn't find me money. I said it had nothing to do. The foreman took me away from the remaining money for the remaining money.
The travel everywhere in China will be traveled everywhere. You can see that Alipay spends the most when it is in the Golden Week. Maybe South Korea still buys more cosmetics. Essence In the US mobile payment transaction volume, Apple Apple
Pay is also becoming more and more popular, and the range has increased very quickly. In the United States, e -commerce accounts for about 13%of retail. Whether it is Amazon Amazon, eBay
is easy or Walmart Wal -Mart, and all these e -commerce customers are more and more. The major US retailers alone in Cyber ​​Monday
"Chop Hand Monday" (Monday after the Black Five), each merchant Best Buy, Kors, Target, OLD NAVY, TOYS "R" us, r Web pages and social networking sites for nwalmart and other places are gathered customers who are shopping before Christmas
In general, the scale of e -commerce will increase, but it still accounts for the entire retail ratio. In the business of entity, it is impossible for physical retail to disappear because of the impact of e -commerce. After five years, Double Eleven grew 1,000 times in 2014. By 2015 to 91.2 billion, 2016 120.7 billion. Of course, this year's Double 11 has increased a lot of entertainment elements, party, interaction, and so on. In fact, regardless of whether they are e -commerce, Double 11 or what is doing on Taobao, and eventually you have to land on the ground. On the other hand, if you do the same thing on the same day of all the physical stores, concentrated discounts and benefits, this sales will be very huge.
Big data changes life
This year's American election is very concerned. This election has caused all experts to break the glasses, including mainstream media, there are many hidden conditions. Many customers do not accept interviews in mainstream media interviews. Why is there such a big error? The prediction of more than 70 % of the previous seventy -year is Hillary won, and the result was Trump won. You can see Trump's Facebook on Facebook or Twitter Twitter, and there are many fans.
. On the other hand, I want to click. Trump spent 5 million US dollars to analyze the big data of US voting citizens. We hear a lot of big data, but when it comes to commercial real estate analysis customers, it is also the same concept. Because of the accurate analysis, when Trump's advertising is put on, what kind of small places such as, what kind of towns and counties, etc., will become more and more targeted. To help, the map of the township and counties that finally won clearly proved this. Of course, the information transmitted by social media itself will be much more than the main media category, which is why this time it affects votes. So a word I want to say is the era when big data has been fully exerted today. Many times we are still doing questionnaires, or use thousands of questionnaires to analyze it to determine the project of hundreds of millions of investment and positioning of the project. There must be a misunderstanding, maybe most people like to drink coffee and eat western food, but when you attract coffee and western restaurants, you find that there are no people in the Western restaurant
Data Analysis Company, according to your mobile phone, they can clearly analyze the distance between one kilometer in a mall, what group of people, and what are the family conditions. You can find more accurate positioning through these data. With these information, your format knows how to modify and adjust. With these information, you know if you need to increase the format of children, whether the activities you do are family activities, and so on. In this regard, I believe that this time I use the example of the US presidential election to use big data to strengthen everyone's cognition of big data and we can help you when we conduct a survey in the future.
The online and offline fusion
The people often see the death list of department stores. Sometimes I want to look at it from another perspective and look at the list of e -commerce deaths. , Tmall also deduct some of them, require money manually, promotes money, taxes must be paid, and storage is also money, so e -commerce does not need money.
How to deal with physical retailers, they will also unite to do some promotional activities, shopping festivals and other activities. E -commerce is also looking for physical stores. Ama opened one on the 34th streets of New York. It now has more convenient physical stores and is ready to pick up goods on the roadside. The first convenience physical store will start near Seattle's headquarters. Therefore, e -commerce is looking for entities, and entities have to intervene in e -commerce, but I have always said that the Internet is a tool. The point is how we use
Xiaomi is also opening a physical store. Xiaomi is expected to open 200 to 300 in 2017. Xiaomi claims that their ping effects are 20 times the general retail format. Because the unit price is very high, if you can sell hundreds of mobile phones a day, rent a 200 square meters, and the average mobile phone is thousands of yuan. Essence This is a trend.
. Another time to talk about the stock, a friend acquired an old factory building, invited international designers to change the old factory building into a multi -functional office building. At the same time, the multi -functional hall continued to do different activities. Either to make movies, make MVs, or fashion conferences, the transformation of these old factories depends on how you operate. In particular, at present, the organic combination of cultural and artistic entertainment. In this large -link era, how do we use these innovative ideas to maximize its value.
"New Commercial" should change the change of
When the year to the millennium, there is a large staircase platform in front of Hong Konghui. 100,000 people are full of over there! In the future, the big staircase platform will be removed. After the disassembly, there will be several benefits, adding some leased area, including those customers can come in more directly from the ground. However, when we were doing this big platform, our thinking was able to introduce people on the second floor and the first floor through this large platform. Therefore, the rent on the second floor was almost the same as the rent on the first floor. Some thinking of planning. After the transformation, Xu Jiahui will build a gathering place for Shanghai Culture and Art Exhibition.
The old owner Hang Lung Group promoted the "EST" plan,
experience, service service, technology,
in the Shanghai Shopping Center that is currently so successful, Hang Lung is constantly improving. This It is an important gene of success. According to Hang Lung's annual report, we can see that the group is preparing to spend 130 million to change Shanghai Hang Lung Plaza and Hong Kong Hui Henglong Plaza. Shanghai Hang Lung Plaza adjusts the local area, and the lease area will be expanded, especially the basement of the basement. The introduction of a new "EST" improvement in Hang Lung will usher in a new pattern. I am optimistic that the rent will go up in the future. People who are good at business. I am glad to participate in the event of "CCIM" international registered commercial real estate investment and "CPM" international registered asset manager. I am also CCIM and CPM, so I always think Good team, it is very important to recruit good professional training personnel to work together. The experienced management team is actually the main engine of asset preservation and appreciation.
In conclusion
"New Business" is the continuation of the era of commercial civilization. New technology and new business models are in the final analysis of new lifestyles. The post -80s and post -90s generations are named "Two -dimensional" generations. The practice in the past is different. We proposed that commercial real estate in the big link era will be theme -themed experience business. From the perspective of marketing, whether it is visual, hearing, or sensory, it requires marketing that requires sensory stimuli, but also needs to carry out cultural marketing in content. In the future, business is no longer the justified satisfaction of functionalism. Need to realize cultural marketing. In the era of large connections, big data analysis, precise positioning, artificial intelligence services, and virtual reality experience will all become new marketing methods. "New Business" needs to do a good job of planning and positioning and business management at the forward -looking perspective of standing high, and maximize the value of the project with the times.