On June 30th, the Xinbiyuan Commercial Brand Appreciation Cocktail and Strategy Conference was grandly held in Jinji Lake, Suzhou, Xie Jinxiong, Vice President of Country Garden Group and President of Shanghai-Jiangsu Region, Liu Jibin, General Manager of Xinbiyuan Commercial, and Zhao Jiaping, Marketing General Manager of Jiangsu Water Conservancy Real Estate Development Co., Ltd. attended the grand event.
Under the background of the country's promotion of "higher quality integrated development" in the Yangtze River Delta, in 2017, Country Garden Group Shanghai and Jiangsu regions relied on the group's strategic planning, further expanded its service reach, integrated regional resources, and established Xinbiyuan Commercial, focusing on commercial real estate operations. At the press conference, Mr. Xie Jinxiong, Vice President of Country Garden Group and President of Shanghai-Jiangsu Region, introduced that the brand influence of "Phoenix Club" created by Xinbiyuan Commercial has achieved remarkable growth and development, and since its establishment 6 years ago, its business territory has covered 8 hot cities in the Yangtze River Delta, such as Suzhou, Nantong and Shanghai, and the key Phoenix Club commercial projects have exceeded 10, with a total construction area of nearly 1 million square meters. Xinbiyuan Commercial has created a new business model and development track in the sinking market, and has become a beacon for Country Garden Group to explore the field of commercial real estate!
The achievements of Xinbiyuan Business are inseparable from a professional and excellent business management team, which has enabled Phoenix Club to cross the waves of the epidemic, surpass the fierce competition of peers, and win the brand reputation in the fierce market competition environment with innovative marketing models and professional operation standards. As the leader of the team, Ms. Liu Jibin, General Manager of Xinbiyuan Commercial, introduced that each commercial project "doing one into one" is only the beginning, and the team will continue to uphold the principle of integrity and win-win, continuously improve project quality and service, strive for excellence, create commercial landmark projects in the region, and meet the needs and expectations of partners.
A set of eye-catching data at the press conference allowed the industry to see the ability of Xinbiyuan commercial refined operation. Offline plans more than 300 popular activities every year, invests more than 12 million in marketing expenses, and drives an average of 18 million passengers per year; Continuous innovation and breakthroughs online! Xinbiyuan Commercial has carefully developed the "Chaohui GO" online mall, introducing 300,000 members and 200,000 fans, and using online + offline data methods to help merchants improve their performance; Under the epidemic test, Phoenix responded quickly and firmly worked with brand merchants to overcome difficulties, focusing on investing more than 1 million yuan in support funds and supporting more than 60 brands; A total of RMB6.5 million in rent reduction, covering 210 merchants; In 2022 alone, it has signed contracts to introduce more than 80 high-quality brands such as Ge Laoguan, Heytea, and Peacebird, involving a commercial area of 12,800 square meters, and the overall occupancy rate exceeds 98%; Since January this year, the overall sales of Xinbiyuan Commercial has achieved year-on-year growth, and the performance of more than 100 brand merchants has achieved a year-on-year increase, especially in May, the total sales volume increased by more than 60% year-on-year; There are more than 50 stores with annual sales of more than 10 million, and their performance is far ahead of the city.
At present, Xinbiyuan Commerce has strategically collaborated with more than 500 brands and developed more than 300 key brands; Mr. Chen Xi, founder of Owes Supermarket, as a representative of the brand, shared his thoughts on the future development of the retail industry, and highly affirmed the ability of Xinbiyuan commercial refined operation, and said that he would continue to cooperate with Phoenix Club for a long time to provide consumers with better shopping experience and services. At the event, representatives of brands such as Happy Blue Ocean Cinema, Ge Laoguan, Jiangnan Courtyard, Owes Supermarket, Huawei, and Lao Fengxiang expressed their confidence in the cooperation between Xinbiyuan Commerce and Phoenix Club.
Embark on a new journey 5 business blueprints debuted
With the theme of "Pilot Journey", Xinbiyuan Commercial will continue to cultivate, focus on the sinking market of high-level cities in the Yangtze River Delta, announce the commercial layout for the next five years for the first time, and release the business plans of Huai'an Shuimu Phoenix Club, Jiangyin Phoenix Club, Kunshan Qiandeng Phoenix Club, Wuxi Liu Tan Phoenix Club F+, and Shanghai Jinshan Phoenix Club.
Huai'an Shuimu Phoenix Club, with a commercial volume of 60,000 square meters, is located in the core of Huai'an South New City, adjacent to Huai'an Qingjiangpu District Government, and the university town is close by, with a total radiation population of about 300,000 people in 3 kilometers, and the potential consumer demand is strong. The project is positioned as a one-stop life gathering place for children's fun, LOHAS and exquisiteness, creating a "free living circle" in the southern new city, bringing together elements such as boutique retail, themed food, fashion and leisure, children's amusement, etc., and introducing the main benchmarks such as Happy Blue Ocean Cinema, Hui Tesco Supermarket, McDonald's, Small Vegetable Garden, Nike, adidas, Apple, Guxu 36 Trendy Video Games, Yingzhibao Children's Paradise and nearly 100 well-known strategic cooperation brands, aiming at quality consumption and creating a shopping and enjoyable community business district formed by multi-format agglomeration. The project will open by the end of 2023.
Wuxi Jiangyin Phoenix Club, with a total commercial volume of 40,000 square meters, is located in the emerging business district in the south of Jiangyin City, at the intersection of Huabei Road and Huashan Road. There are more than 60 mature communities within 3 kilometers, radiating nearly 40,000 families and more than 100,000 people, and there are more than 10 primary and secondary schools and more than 8,000 teachers and students in the surrounding area. The project is positioned in an exquisite family fun show, which not only carries the daily consumption and life service needs of surrounding residents, but also meets the emotional needs of consumers such as entertainment, leisure, socialization and learning, aiming to create a quality and style neighborhood life circle and exquisite and elegant social gathering place. The project will open in 2024.
Kunshan Qiandeng Phoenix Club, with a total commercial volume of 110,000 square meters, is located in the west of Shanghai and the south of Kunshan, the economic hinterland of the Yangtze River Delta development integration, with more than 76 mature communities within 3 kilometers and 200,000 people radiating around; The project has become a full-scene exquisite life home integrating quality, comfort, LOHAS, leisure and experience. Creatively transplanted the cultural essence of Qiandeng Ancient Town to the shopping mall, carefully built the first 12,000㎡ sky Jiangnan Ancient Town in Kunshan, and at the same time, there are also cloud theme column-free wedding banquet hall, double-deck constant temperature swimming pool fitness club, leap-level parent-child theme park, 4D dynamic giant screen cinema, large-scale boutique life supermarket and other main business formats, integrating cultural tourism commercial characteristics, which will bring new commercial upgrades to Kunshan and even the Yangtze River Delta. The project is expected to open in 2024.
Wuxi Liu Tan Phoenix Club F+, with a commercial volume of 35,000 square meters, is located at the intersection of Linxin Road and Fengbin Road in Huishan District, and is covered by Liutan Station of Metro Line 1 and Line 4 (under construction), with a double-track intersection and a direct access to the station hall. The project not only integrates rail transit, public services, and daily consumption, but also integrates the personality of natural landscape and artistic atmosphere, adding more fun to family life, fashion life, and convenient life (fast), realizing "station-city integration" and building TOD three-dimensional micro-life. The project will open in 2025.
Shanghai Jinshan Phoenix Club, commercial volume of 70,000 square meters, located at the intersection of Long'an East Road and Weiyang South Road, the project enjoys core mature supporting facilities and rich coastal cultural tourism resources, the overall planning echoes the regional cultural characteristics, with the concept of "Tianjie floating island" to create business planning, moving line layout, forming a rich landscape retreat, multi-dimensional space, so that the project enjoys more possibilities. The project will open in 2026.
It can be expected that in the next 3 years, the number of operating shopping malls in Shanghai and Jiangsu will reach 8, and the overall brand potential will be further improved.