Cover news reporter Li Xuedan
The China Business Awards, the most influential and credible annual industry event sponsored by Cover News and West China Metropolis Daily, have reached their eleventh year this year. It aims to witness the development of the business industry, discover the annual events of the industry, set industry benchmarks, and promote the development of the industry. Let consumers enjoy more and more high-quality shopping and consumption experience, and based on professional industry data, brand reputation, 2021 performance, influence, reputation, etc., just and objectively pay tribute to industry role models, and comprehensively select the various lists of "Model China • 2021 Annual Golden Business".
According to CBRE's latest report "Renewing Vientiane - 2021 Chengdu Real Estate Market Review and 2022 Outlook", thanks to the return of consumption and the attractiveness of Chengdu as the third city of consumption in China, the overall retail property market in Chengdu will show a warming trend in 2021, and many operators will actively increase the layout through light and heavy assets, and the brand's first stores will continue to enter. In the whole year, a total of 8 new projects were opened, with a new supply of about 700,000 square meters, of which the secondary and suburban business districts accounted for 46% and 54% respectively; especially the suburban business districts, their new area increased by 141.6% year-on-year.
Community business adds a new pole "2 +N" new business pattern
With the diversified development of new projects, Chengdu's retail property market will gradually form a new pattern of "2+N" commercial space, that is, Chunyan and Jiaozi Park will form a fashion core pole with strong purpose, and at the same time, the gaps in geography, brand and scene between the two poles will be filled by countless "community attribute" commercial projects. As a result, the commercial market may be polarized, or strong purposeful, or nearby consumption, and shopping malls will no longer be the only channel for brands, and community business will become an option.
In 2021, the Jiaozi Park business district will be actively built, attracting many brand first stores to settle in, coupled with the continuous emergence of petty-bourgeois community businesses, the fireworks of chengnan business are becoming more and more intense. 2022 will be a year of leapfrog development of the Jiaozi Park business district, Chengdu SKP will soon open, and many new forms of community business will also be presented, such as industrial communities, historical communities and business communities, to further promote the life atmosphere of the south of the city.
In 2021, community commerce ushered in a peak supply, with about 490,000 square meters of new supply, accounting for 41.1% of the city's retail properties, while there are still about 370,000 square meters of new supply in 2022, accounting for 26%. At the same time, operators also continue to sign Xicheng No. 1 through asset-light layout, such as Longhu Commercial, which signed xicheng no. 1 in an asset-light model. What is more noteworthy is that community businesses are constantly transforming in the development opportunities and have broken the tradition and ushered in new definitions. Property form design is more integrated into consumer life, such as parks, social fields, nightlife, etc.; the proportion of retail formats has increased significantly, and from the past relatively single fresh supermarkets, gradually began to undertake retail categories spilled over from shopping malls; experience formats have also continued to break through, strong social attribute scenes have been seated; and catering formats, on the one hand, actively undertake street cafes, tea rooms, bars and other brands that can fully highlight the leisure style, on the other hand, actively introduce foreign Internet red coffee, Desserts and cakes and chain milk teas are popular brands for nearby residents and office workers. Under the gradually formed "2+N" business pattern, consumer habits and preferences are undergoing tremendous changes, making operators and retailers usher in a critical moment of renewal and upgrading.
New forms of retail and new formats Differentiated scenarios meet the different needs of the public
In terms of retail form, in the future, commercial projects with high recognition will become their own themes and topics, attracting brands with the same positioning to enter and create a large consumption scene; at the same time, the commercial form will further integrate into the surrounding scene from the physical level, so as to more effectively generate a natural, social and living place for consumers.
Shops and public areas are small scenes of retail properties, and the increasingly important interactions collide with new expressions and generate larger area demands. First of all, more and more operators have begun to encourage brands to transmit their unique temperament to consumers in their own space area, so as to form a diversified consumption scene, which also derives a larger area demand; secondly, pop-up stores, limited-time stores and marketing activities have become one of the important strategies of operators and brands from the early stage, which also has more demand for the frequency and area of public areas, thus affecting the design of future retail properties.
Xie Ling, managing director of CBRE Southwest, told the cover news reporter, "Chengdu's retail property market is constantly being renewed and upgraded. Under the leapfrog development of Jiaozi Park business circle and the new definition of community business, the geographical and channel pattern of the overall market has been reshaped, opening up new strategic thinking for operators and brand owners. During the same period, consumer portraits were refreshed, and labels such as independent personality, localization, community, national tide, subculture, immersion, and night economy were highlighted, driving new categories and marketing methods to emerge in retail, catering and experience formats. We believe that this multi-dimensional renewal momentum will support the continuous increase in commercial activity in Chengdu."