Article丨Commercial Real Estate Observation
Author丨View sir
In 2023, Beijing will accelerate the construction of an international consumption center city, put the quality and upgrading of business districts in an important position, and under the guidance of "one circle, one policy", the business district will enter the high-quality fast lane. Under the grasp of diversification, personalization, innovation, cross-border integration and other directions, the major business districts have either expanded, upgraded or renovated, and the Wukesong business district with Bloomage LIVE Wukesong and Wukesong Wanda Plaza as the core has become one of the leaders. Whether it is the integration of business + sports, business + entertainment, or the immersive experience of eating, drinking and playing, it presents the youngest, freest and most energetic state in Beijing.
On the afternoon of December 27th, the theme salon of "Gathering Characteristic Plastic Quality to Promote High-quality Development" - Promoting the High-quality Development of Wukesong Business District, sponsored by Winshang.com and co-organized by the Beijing Haidian District Bureau of Commerce and the Commercial Real Estate Working Committee of the China Federation of Commerce, was held in Bloomage LIVE Center.
The leaders and guests who attended the salon included Guo Wenjie, Deputy Director of the Beijing Municipal Bureau of Commerce, Yin Liang, Director of the Planning Division of the Beijing Municipal Bureau of Commerce, Yang Ling, Deputy Director of the Planning Department of the Beijing Bureau of Commerce, Hei Yu, Deputy Director of the Haidian District Bureau of Commerce, Geng Yue, Deputy Director of Wanshou Road Street, Haidian District, Ma Longlong, President of the China Business Economics Association and Professor of Chinese University, Cui Guangye, Deputy Secretary-General of the China Business Economics Association, Hong Jianjun, Vice Chairman of the Commercial Real Estate Working Committee of the China Chamber of Commerce, Wei Peng, General Manager of Winshang Tech North China, Ma Jie, Vice Chairman of Bloomage Group, General Manager of Bloomage LIVE Wukesong, and Li Yong, General Manager of Wukesong Wanda Plaza Project.
At the beginning of the salon, Guo Wenjie, deputy director of the Beijing Municipal Bureau of Commerce, delivered a speech. In 2021, the mainland took the lead in cultivating and building international consumption center cities in Shanghai, Beijing, Guangzhou, Tianjin, and Chongqing, and as a result, the Beijing Municipal Bureau of Commerce took the lead in releasing the "Implementation Plan for Cultivating International Consumption Center Cities in Beijing (2021-2025)" in 2021, and the "Special Plan for the Layout of Commercial Consumption Space in Beijing (2022-2035)" was released at the end of 2022 to promote Beijing's construction as an international consumption center city. The "Special Plan" proposes that Beijing will build a four-level commercial consumption space structure, including planning to build 4 international consumption experience areas, build 29 urban consumption centers, build 84 regional dynamic consumption circles, build several community convenient living circles, and promote the implementation of the plan through "one circle and one policy".
Therefore, he hopes that in this salon, the two-level business departments, township territorial departments, major commercial facilities in the business district and relevant experts will discuss how to develop, build, improve the format, improve the quality, and optimize the services of a business district, further solve various problems in the development of the business district, and jointly promote the business district to become better and better through suggestions and suggestions.
Hei Yu, deputy director of the Haidian District Bureau of Commerce, revealed that Beijing will carry out the cultivation and construction of an international consumption center city in 2021, and Haidian District will also promote the "Implementation Plan for the Construction of an International Consumption Center City in Haidian District (2021-2025)" from 2021 in accordance with the requirements of the city, focusing on the characteristics of Haidian's educational, cultural, and technological innovation, as well as the integrated development of cultural and commercial media. At present, there is still a certain gap between the overall commercial scale and per capita commercial area of Haidian District and the average level of the city, and there are some projects in Haidian District that will gradually enter the market in the future, such as Xibeiwang Vientiane City, Zhongguancun Darong City, Haidian Joy City, etc., hoping that these high-quality projects and brands can improve the quality of the entire business in Haidian District. At present, among the 29 municipal-level business districts, there are two in Haidian District, one is Zhongguancun business district, and the other is Wukesong business district, Haidian District Bureau of Commerce also cooperated with professional institutions in the early stage to make a top-level design for several business districts in Haidian, in addition to Zhongguancun and Wukesong, there are also Gongzhufen business district, Century City business district, Wudaokou business district, Qinghe business district, Wanliu business district, 7 business districts have corresponding upgrading and transformation plans.
For Wukesong business district, there are currently two major projects of Bloomage and Wanda, which belong to two different forms, one is the form of a box and the other is the form of a block, and the two are actually complementary and competing. After the opening of Wanda, the Bureau of Commerce also monitored the consumption of this business district and found that it did not affect the passenger flow of Bloomage, but attracted a part of the passenger flow of Jinyuan, so from this point of view, Wanda and Bloomage are actually complementary, and the two monomers should still focus on their respective advantages.
Next, the representatives of Bloomage LIVE Wukesong introduced the highlights of Bloomage LIVE Wukesong to the leaders and guests on the spot. Bloomage LIVE Wukesong is a city vitality gathering place and a new lifestyle experience place, focusing on a five-hour to 8-hour fashion life circle integrating culture and sports, cultural entertainment, cultural life, cultural education and culture and art, with a daily flow of 60,000 people/day, 170,000 person-times per day on major festivals, concerts and events, and an annual flow of 18 million+ people. At present, Bloomage LIVE Wukesong covers an area of 280,000 square meters, and the transportation network extends in all directions, including the largest and most complete Olympic venue cluster in China: Bloomage LIVE Wukesong, the double Olympic venue, the Beijing Winter Olympics ice hockey training hall, Bloomage LIVE Ice Center, the 2008 Olympic Games basketball training hall M space, the popular sports facility HI-PARK basketball park, 5A grade A office buildings and immersive interactive experience businesses in the north and south districts.
In the commercial part, Bloomage LIVE Wukesong currently has more than 200 merchants, including more than 60 brand first stores and flagship stores, and 15 kinds of complex formats, covering domestic and international food, bar streets, multiple small theaters and KTVs, Times Art Museum, etc., creating a comfortable leisure place and Internet celebrity check-in place with great light.
Li Yong, general manager of Wukesong Wanda Plaza project, also took the stage to share his wonderful views. With the help of the government and the Bureau of Commerce, Wukesong Wanda Plaza opened on September 28 this year, with a construction area of 310,000 square meters and a current number of 306 brands, divided into 6 floors above ground and 2 floors underground, with a total of 1,300 parking spaces. During this year's Mid-Autumn Festival and National Day holiday, Wukesong Wanda Plaza received a total of 1.1 million customers, achieving sales of 104 million yuan, the 9-day time national sales champion has 9, Beijing sales champion has 36, from the National Day to the present, our overall passenger flow and sales heat has not decreased, the passenger flow during the holiday is more than 70,000, sales per day of more than 10 million.
Wukesong Wanda is the fourth generation of Wanda Plaza, positioned as a "new highland of super art", according to the business district, consumer positioning, architectural characteristics, do one store and one policy, the integration of business and art related, the stock project has been transformed, the renovated moving line from the original 460 meters shortened to 320 meters, in terms of investment, the retail format is only retained 17%, the introduction of the first store 84, accounting for more than 27%, such as fudi warehouse member store, MELAND CLUB's first 4.0 super flagship store and Fangsuo Bookstore's first store in Beijing will introduce more experience formats that young people like in the future. At present, the façade of the night project is relatively dark, and I hope that there will be an opportunity to improve it in the future.
Geng Yue, deputy director of Wanshou Road Sub-district in Haidian District, introduced the efforts of the sub-district government in building a good business environment for the guests. At present, there are more than 600 entities operating in the business districts where the two commercial entities of Bloomage and Wanda are located. From the perspective of taxation, as of the 20th of this month, the full-caliber warehousing for the whole year was 225 million, of which the district-level warehousing should be 112 million. Therefore, it is indeed said that this business district is very important for the high-quality development of the entire region and the high-quality life of the surrounding residents. Then the street exploration in this area this year, there are three main mechanisms, the first is to adhere to the leading mechanism of party building, the second is the industrial and commercial co-governance mechanism, and the third is the two-way service mechanism.
For example, at the beginning of this month, the street held an exchange conference for service enterprises, and invited representatives of 48 enterprises in the local area, including Bloomage and Wanda, to let everyone do a resource linkage on the platform built by the street, and after the opening of Wanda this year, in response to the feedback of surrounding residents on lighting and noise, build a communication platform for the harmonious dialogue between the two sides, and help Wanda make appropriate adjustments.
In the following expert discussion session, Ma Longlong, president of the China Business Economics Association and professor of Chinese People's University, shared his views on "one circle and one policy". He said that in terms of the one-circle policy, taking the Wukesong business district as an example, the government can do some publicity for the business district such as billboards and create some concepts through its own strength. If some policy support is used to make business district enterprises "relaxed", it may be more conducive to future development. Looking at the development of Haidian or Wukesong business districts, in fact, it can combine college students in the area. First, students' desire to buy and spending power are quite strong, and the Commerce Bureau can work with enterprises, or link with the university's logistics department, or create various markets in the business district in combination with festivals to attract college students to consume. In addition, in other provinces and cities, some enterprises have entered universities to build commercial complexes, which may also be a reference for Beijing.
Hong Jianjun, vice president of the Commercial Real Estate Working Committee of the China Chamber of Commerce, believes that there are several conditions to become a business district. The first is location, which is the most important, and secondly, transportation and population, which can be superimposed to become a business district. Standing in Haidian, the Wukesong business district on the west side of the Fourth Ring Road and Chang'an Avenue can be said to have innate advantages. In addition, whether it is Beijing, Haidian District or Wanshou Road Street, governments at all levels are working hard to create a good business environment for Wukesong Business District, and there is still a lot of room for its development in the future.
Cui Guangye, deputy secretary-general of the China Business Economics Association, said that at present, Wukesong business district is indeed the only one in Haidian. Lively, pyrotechnic, youthful, and integrated are just a few of its characteristics. This unique form of Wukesong is a model in Beijing and even the whole country, if you want to go to the next level, you can start from the integration of culture, tourism and commerce, there are three points that can be paid attention to. One is a landmark, which is a strong memory point or an IP. For example, when it comes to Xi'an, everyone immediately thinks of Datang Never Sleeps City. Located in Beijing, an international consumption center city, Wukesong Commercial District not only meets the needs of the city's customers, but also attracts young customers from all over the country. In the future, whether it is Beijing or other cities, young people will think of this kind of IP when they think of Wukesong, and they must come to experience it.
The second is culture. Taking Tokyo as an example, a new IP has been released this year, and the core concept is the re-customization of Japanese culture or Tokyo culture. Whether it is Wanda Plaza or Bloomage, if in a certain link or something, the local Chinese culture or local culture is truly implanted into it, forming a real Chinese trend, affecting the lifestyle of Chinese people, it may be more attractive to the target customer group. The third is urban space. First, you can take advantage of Haidian's natural advantages to interact with colleges and universities. Second, it can interact with the family members of the adjacent 301 Hospital in the urban public space on the top floor, and realize the integration of culture, sports, medicine and business in leisure, rest and other aspects. In addition, people are paying more and more attention to environmental protection and sustainability. Perhaps this perspective can be implanted in the form of events and other forms to attract current consumers.
At the salon, Wei Peng, general manager of Winshang Tech North China, shared with the guests the "2023 Beijing Commercial Market Development and Wukesong Business District Performance". He said that based on the six dimensions of comprehensive strength, passenger flow gravity and spatial charm, Beijing is divided into 60 business districts, including 22 municipal-level business districts and 38 district-level business districts. From the top 10 municipal-level business districts, Wukesong business district is the only business district in Haidian on the list. In terms of passenger flow, the national average passenger flow exceeded 20,000 in October, and the Wukesong business district reached the highest of 65,800. In terms of customer groups, the customer group within 5 kilometers of the surrounding area accounts for more than 63%, mainly with Wukesong, Fushi Road and Yuejialouqiao as the core, but the customer group in the eastern part of Beijing is relatively small, and there is still a lot of room for the future. In terms of customer composition, women account for 53.4%, exceeding the average of 51%, which is also a major advantage, while young customers and family customers account for nearly 90%, accounting for the core consumer group, which is also the reason why Wukesong business district and projects can do well.
In terms of business formats, in order to meet the consumption preferences of customers and the direction of consumer spending, Bloomage LIVE Wukesong has continuously adjusted its business formats in recent years, and the newly opened Wukesong Wanda Plaza may have a better performance next year or the year after. Although Wukesong Commercial District is currently ranked 10th, it may continue to rise in the ranking through continuous adjustment in the future, and has great development potential.
Yin Liang, Director of the Planning Division of the Beijing Bureau of Commerce, also shared his views. He said that the Wukesong business district has developed very well under the operation of Bloomage LIVE Wukesong, and now the Wanda Plaza, with a volume of 300,000 square meters, has joined in, changing from a single-core business district to a dual-core business district. In a business district composed of multiple commercial complexes, the commercial entities must have interaction, competition and cooperation in order to play the effect of 1+1>2, and the relationship between them is symbiotic and co-prosperous. In promoting the development of business districts, we will also provide more support from the policy aspect, ranging from the improvement of lighting, advertising plaques and traffic signs, to the financial support provided to commercial entities. Next year, the National Development and Reform Commission will also introduce a policy for the transformation and upgrading of public areas in business districts, which will also provide financial support.
In the final exchange session of the salon, representatives of Bloomage LIVE Wukesong and Wukesong Wanda Plaza respectively stated the problems and demands encountered in the operation of the current project, and the guests also further carried out free exchanges on promoting the development of Wukesong business district, which drew a successful conclusion to the theme salon of "Gathering Characteristic Plastic Quality to Help High-quality Development" - Promoting the High-quality Development of Wukesong Business District.