With the iterative innovation of commercial real estate, the commercial development strategy in the new economic era is more focused on providing effective supply measures, shaping unique corporate attributes, and strengthening unique IP labels.
At present, the Winter Olympics provide a golden opportunity to promote the development of economic, social, cultural and other fields, but also effectively promote the high-quality development of urban infrastructure construction. As an irreplaceable core consumption space offline, shopping malls also usher in new development opportunities and challenges under the empowerment of the "ice and snow economy".
From infrastructure construction to improving social service functions, from focusing on sustainable commercial development to low-carbon energy-saving and environmental protection ideas, taking advantage of the Winter Olympics, empowering business, and continuing to promote the sustainable improvement of commercial value, industrial value and social value, this new development demand is also inspiring China's shopping malls to accelerate the emergence of the most dynamic service carrier in the internal cycle and double cycle economic environment.
Changing markets and demands inevitably require business and supply to change in a timely manner! On the occasion of the resumption of the yuan and the renewal of Vientiane, CSCO Liante launched a series of interviews with the theme of "taking advantage of the Winter Olympics and Empowering Business" to interview leaders in the commercial real estate industry in 2022. In this issue, the invited guest is Mr. Mu Jianwei, Executive Director of Causeway Bay Group.
Executive Director of Causeway Bay Group in Hong Kong, Mr. Muk Kin Wai
Operations are king
Business change requires mastery of the code of breaking the game
After experiencing "closed doors", all walks of life have moved to an important stage of stock governance and structural transformation. In order to attract consumers to re-embrace offline entities and return to the habit of offline "shopping and buying", business has also ushered in an innovative development path to niche, customization and experience. Although online live broadcasting, small videos, small programs, and community group buying have brought great convenience to people's lives during the epidemic, the openness and sense of substitution of offline space, product affinity and experience are incomparable to online channels.
Mr. Mu Jianwei said that if you want to move from the "black iron" era to the "golden jade" era, you must do your homework from site selection and positioning to design, decoration and format innovation, improve the function and quality of urban commercial complexes, integrate industry and city, upgrade stocks, and awaken commercial vitality. At present, the differentiation of shopping malls is the key to the rebirth of existing commercial nirvana, and it is also an important way to obtain traffic under market competition. By injecting soul, life, and science and technology genes into shopping malls, we create an immersive consumer environment, high-quality space design and enhance consumers' sense of leisure experience. So as to form an emotional resonance, in order to find the code to break the game and innovate!
Therefore, architectural planning is not only the basis for architectural design, but also the key to the breakthrough of shopping malls. In the process of commercial building planning, each link of the personnel can only form a complete architectural planning and design plan, reach a dynamic return on investment model, and be accepted and continuously used by consumers. But for the substantive results, the placement of drawings and projects is only the conclusion, and the architectural planning is the key.
Mr. Mu Jianwei said that the realization of commercial positioning should fully understand and organize the planning of commercial building facilities and various functions and property requirements, so as to determine the form of commercial buildings through market positioning and commercial forms, and combine government regulations to set various sufficient and necessary conditions for urban commercial operations, and finally form the analysis conclusions of property asset leasing, sale, retention and investment operation. Architectural planning and architectural design are the core work of commercial real estate, and the dual heavens of life and death must be paid attention to.
As the operator of the city, it is necessary to build a clear vision for the city with the best and most extreme value proposals and build excellent commercial complexes. The future shopping center is not only a simple shopping and consumption place, but a landscape design and architectural aesthetic paradise, which will be a public place that forms a strong cultural attraction and sense of identity for more people, a spiritual home of the city that condenses love and emotions built with material materials and modern technology, and allows advanced culture and technology to participate in the transformation process of urban renewal, which is the new mission of commercial real estate.
Technology & Space Dual Empowerment
Help brick-and-mortar businesses leapfrog development
As a living energy center under the city, physical commerce is operating with "consumer-centric", approaching life through multiple dimensions such as scenes, spaces, elements, and technology, creating a better living environment for consumers and building a new starting point for business.
Mr. Mu Jianwei focused on the development of business from the aspects of scene function innovation and technology optimization and upgrading.
No matter how times change, the essence of business is to solve consumer needs. Nowadays, the experiential economy has arrived, and it is the meaning of business services to create a life punch card and provide consumers with a relaxed, pleasant, convenient and dynamic shopping environment.
Scene function innovation
Mr. Muk Kin Wai took two major commercial projects in Causeway Bay as examples to describe the Understanding and Development Model of Causeway Bay Group's business services. The T16 shopping mall in the commercial part of the mall of the large complex in Causeway Bay Plaza in Nanchang is the largest and most high-end high-grade shopping mall in Jiangxi Province.
Taking multiple scenes as the starting point, the project lays a commercial position in different scenarios such as architectural style creation, pleasant internal and external environment, business quality distribution, and leisure experience creation. Among them, it brings together many international light luxury brands Nanchang's first store and flagship store, covering cinemas, restaurants, bookstores, sky gardens, underground snack streets, art worlds, independent design and lifestyle brands, and vertically distributes light luxury and fast fashion to meet the consumption and leisure needs of different groups. The existence of the T16 shopping mall in Causeway Bay Plaza is the best interpretation of commercial services, and in 2019 the project was also awarded the industry's "five-star shopping mall".
Dezhou Causeway Bay Cultural Tourism City launched the "Five Centers" and "Twelve Themes", including the high-end habitat section with the luxury villa area as the core, the urban cultural tourism commercial section with the Causeway Bay Outlets as the core, the super high-rise five-star hotel, the 5A office building business complex, the Industry of Hedong New District, the business service center, the European-style Olei cultural tourism town, the provincial eco-tourism resort center, the high-end humanistic residence center, the international financial convention and exhibition center, and the e-commerce service center as one of the urban fashion experience centers. It has broken a number of records in the northwest region of Shandong Lu and even in north China, promoted the new journey of the cultural tourism complex in the northern region, and won the industry's "China Outlet Cultural Tourism Demonstration Project" award in 2021.
Mr. Mu Jianwei believes that the functional innovation and practicability of shopping mall scenes should be related to the complex structure and dynamic combination of "people, goods, fields, scenery and vehicles", and under the premise of urban control regulations, revision standards and technical accessibility, to achieve the location of scenes and functions, it is necessary to "get what they want", that is, to play according to their respective values and configure to the appropriate position.
Technology optimization and upgrade
In today's fast-paced life, improving efficiency is a new focus for business to create good results and upgrade experiences. Shopping malls or other experience formats should continue to create quality, professional and digital applications of intentional services, launch a new and upgraded service experience, realize online and offline multi-channel marketing model, optimize consumer experience, and create "new value" for cities and consumers.
Mr. Mu Jianwei said that modern shopping malls or commercial complexes are high-tech collections. Both building technology and commercial operations technology are priorities. Building technology needs to achieve intelligent, environmentally friendly, carbon neutral breakthroughs.
Business digitalization can be deep or shallow, front-end contact digitization and experience digitalization are essential, and the basic application is the marketing closed loop of "parking-guide-consumption-payment-integral-equity". For business managers, digitalization is the unification and standardization of business management and financial management processes, forms, and contracts. To achieve the integration of industry and finance, to unify the basic data on a platform, to achieve online service and more efficient management intelligence is the basic business logic.
Therefore, the application of other new technologies, artificial intelligence, and data middle office cannot simply pursue the digital transformation of enterprise scale, but must first do the basic work well, and then standardize how digital technology and information technology can help improve and empower business.
The future is here
Building a city parlor should keep pace with the times
Entity business wants to stand out in the competition of torrents, to accurately grasp the consumption trend, to continuously input nutrition for the "third life center", to add vitality to the city, but also to keep pace with the times to grasp the laws of natural development and consumer life demands, lead the city to grow upwards, and empower unlimited value for business.
The function of business is to create a better life, improve urban functions, contribute to urban development, and practice public responsibility, so as to achieve the ultimate goal of self and social status premium. At present, the Winter Olympics rely on Internet cloud technology to integrate innovative traffic password models and new trends in IP culture consumption, which is worth learning from commercial marketing. The "Ice and Snow Economy" explores new frontiers of business. The composite experience of free and open space and health culture, dynamic movement and fashion tide gathering can create a new personalized consumption scene recognition suitable for the post-90s and post-00s personality groups, so to achieve the functional integration of cities and businesses, it must have the connotation of mainstream culture, which is the only way to sustainable development.
Mr. Mu Jianwei believes that "business + industry" is the new business ecology, whether from the service content and quality, or consumer structured marketing, is the close relationship between independent variables and dependent variables, to coexist and prosper with brand merchants and other suppliers, service providers, should study the main format and consumer supply chain closed loop, the pursuit of long-termism, with more business methods, more cooperation models, from the big B-end service small B-end, details to C-end, in order to achieve business win-win. This is also what Hong Kong Causeway Bay Group has been insisting on while continuously upgrading its own brand.
As a terminal consumption place, shopping malls need more marketing professional value control, and have more interaction and connection with brand owners of industrial professional value, so as to grasp and meet the rapidly changing market demand of consumers.
The explosion of the new economy such as "ice and snow sports", "meta-universe" and "script killing" also fully demonstrates the curiosity of the main consumer group for new things and the display of their own personality, and also brings new means of scientific and technological innovation and cultural innovation to the business, and constantly creates multi-dimensional links with consumers in practice.
Mr. Mu Jianwei said that the development of the industry should have insight into the development laws of mainstream culture in terms of cultural tourism, culture, great health and sports, so as to find the code of niche, customized and experience offline commercial space. As the founder of China's MALL industry, Causeway Bay Group has always attached great importance to its own innovation capacity building.
At present, the investment direction of Causeway Bay Group includes: high-end commercial real estate, main formats: urban complex, commercial pedestrian street, MALL; cultural tourism real estate, the main format: cultural tourism characteristic block, ancient city town, cultural tourism complex, characteristic town; and Causeway Bay Outlets, the group emphasizes both "non-standard" and "standard-holding".
The non-standard is to create a suitable building product and commercial combination according to different complexes, and the standard is to adhere to the high-end commercial standard. Causeway Bay places more emphasis on meeting the needs of urban renewal, meeting the needs of urban diversity, and recreating the new needs of the complex functions of cultural and tourism merchants in the urban commercial center, becoming an urban living room. Causeway Bay has become the object of investment promotion and urban competition in many places.
Conclusion
Mr. Mu Jianwei concluded that in the rapidly changing environment, it is not possible to impose the simple and crude model of the past on the city, but to take the urban development plan as the guideline, to agree on production, people-oriented, in the urban industrial research, product design, commercial form, industrial chain collaboration, asset operation more flexible, more diversified and accurate, do fine products, do genuine products, do characteristics, do benchmarking, make up for shortcomings, do content, promote vitality of commercial works can withstand the long-term test of urban development and market competition. Causeway Bay Group has obvious advantages in product planning, brand investment and commercial operation.
At the same time, in the planning and operation management of new projects, Causeway Bay Group emphasizes benchmarking learning, learning from world-class enterprises and industry-class enterprises. The Causeway Bay Plaza project, whether from urban planning, format planning, functional layout and operation management, requires a comprehensive surpass of the existing local commercial pattern, while focusing on the application of intelligent management technologies such as smart technology, Internet of Things, low-carbon technology, etc., to create a regional high-intelligence experiential high-grade business circle.
From the current urban development, the settlement of Causeway Bay Plaza must improve the supporting functions of urban commerce and cultural tourism, enhance the quality of the city, and promote the sustainable and healthy development of modern urban commerce.
About The Causeway Bay Group in Hong Kong
Hong Kong Causeway Bay Group is a professional large-scale commercial real estate enterprise, mainly engaged in the development and operation of commercial real estate and shopping mall, is a well-known enterprise in the four places across the Taiwan Straits, and its "Causeway Bay" and "Causeway Bay Plaza" are the leading brands of commercial real estate in China.
Causeway Bay Group is the founder of China's MALL format and MALL industry, an important founder of China's commercial real estate industry, and The Chairman of the Board of Directors of the Group, Chen Zhi, is known as the "Father of China's MALL".
The "Causeway Bay" urban complex, commercial pedestrian street, MALL and other formats are spread across 160 cities in 25 provinces and more than 190 projects. In recent years, the Group has entered the cultural tourism real estate, and the cultural tourism industry has developed rapidly. The emergence and popularity of mall in China has spawned China's commercial real estate industry, the popularity of mall and commercial real estate in China has greatly promoted China's commercial circulation industry from tradition to modernization, greatly promoted China's domestic demand, promoted the transformation and upgrading of the commercial and trade industry, and bred a large number of Chinese local brands, Causeway Bay Group's initiative has had an important impact on the development process of China's commercial circulation industry.
Produced by China Purchase Union Media Center
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