In recent years, community commerce has grasped people's "last mile" needs, and has sprung up with the characteristics of rigid needs, proximity to consumer groups, and timeliness. From the perspective of long-term development, community commerce is also more in line with consumer demand under the new situation, and the future development prospects are attractive. However, with more and more competitors, how to stand out from the crowd has become a problem worth thinking about for developers, especially for suburban community businesses, how to stand out from the "defects" of congenital lack of crowds? In this article, Soaring Horse Commercial Real Estate conducts an in-depth analysis with case studies.
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A case study of Shanghai suburban community business to create a drainage format
Shanghai Qibao Vanke Plaza is located in Qibao Town, Minhang District, with a total commercial construction area of 239,000 square meters, 127,000 square meters above ground and 112,000 square meters underground, with an average daily passenger flow of 70,000 people.
1. Project positioning.
Overall positioning: a full-dimensional family entertainment shopping center "built for home" in southwest Shanghai
Commercial positioning: identify the goal of "community, family", district-level shopping center
Functional positioning: fashion clothing area, home life area, food area, sports and fitness area, parent-child entertainment area, education and training area, beauty and beauty area
Customer group positioning: family consumer groups of all ages
Grade positioning: mainly mid-range, supplemented by high-end
2. Business planning.
✦ Analysis of the proportion of business formats
To analyze the business planning of a commercial project, we first look at the proportion of the four major business formats, and the proportion of the four major business formats of Shanghai Qibao Vanke Plaza is:
Proportion of the number of shops: 56% retail, 34% catering, 3% entertainment, 7% ancillary
Proportion of retail area: retail 41%, food and beverage 32%, entertainment 16%, supporting facilities 11%
✦ Brand feature analysis
The project brings together popular luxury brands that young people love, such as Japanese fashion brands collect, UR, ZARA, UNIQLO fast fashion flagship store, Sephora and other brands, to match the consumption habits of many young family customers in the region.
In addition, the project also introduces a new DIOR pop-up store, which once again enhances the fashion of the mall and leads the fashion trend in the southwest corner of Shanghai. At the same time, the project also introduced the topic brand "Miss Bao and Mr. Shoes", which is a domestic Internet celebrity brand, which entered Shanghai for the first time, further enriching the trendy content of the mall.
In terms of experiential formats, the project has introduced many cross-border collection stores, such as Sisyphean Bookstore, Unlimited Sports Hall, High Line Garden Market, Fashion Expo Nature Exploration Market, etc., to attract many consumers with innovative and diversified combinations.
For family and parent-child customer groups, Shanghai Qibao Vanke Plaza has also introduced more family and sports parent-child brands, such as CGV Cinema China Flagship Store, Taiwan Daluge Family Entertainment Center, Interstellar Legend Electric Stadium, NBA Yao Ming Basketball Club, etc., becoming the "upstart" of family entertainment in the southwest corner of Shanghai.
In terms of online celebrity catering, Shanghai Qibao Vanke Plaza has also carefully introduced Hey Tea, antique green tea, Mrs. Goose, Putian Restaurant, etc., to provide diversified dining options for consumers with different tastes.
Finally, Shanghai Qibao Vanke Plaza is also arranging two special food courts at the entrance of the sunken plaza and the weak end of the commercial on the south side, namely the big food generation and the taste market, covering all kinds of special snacks and catering.
3. Humanized service design.
In addition to the introduction of drainage formats, humanized service design is also crucial. The humanized design of Shanghai Qibao Vanke Plaza has various forms, not only paying great attention to the fun and convenience of public space, but also emphasizing the awareness of convenient service, and configuring lockers on the walkway leading to the toilet on each floor. Taking into account the needs of families, the fresh freezer is added, which greatly highlights the original intention of "building for home" as a community service.
4. Case summary.
In general, Qibao Vanke Plaza uses international business ideas, highlights the concept of "first store", configures influential main store brands in China, and introduces a number of first stores in mainland China/first store in Shanghai, so as to grasp young customers with fast fashion brands. At the same time, the use of big data for precise positioning, complete business formats, and family-based comprehensive consumption formats are readily available, creating a Wedo family entertainment business center. At the same time, through various forms of humanized service design, consumers are "stayed".
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Looking at the problem through the case:
Suburban community business creates the key point of drainage format
1. Understand the needs of the target group.
First of all, understanding the needs of the target group is the basis for creating a drainage format. Conduct research and analysis on the structure, consumption habits and shopping needs of residents in different communities, and introduce targeted formats that meet their needs, so as to attract them to come to consume.
2. Diversified business combinations.
In the business planning, we should pay attention to the diversified combination of business formats, and meet the diversified consumption needs of residents by introducing different types of shops and service formats. Such as catering, food, leisure and entertainment, culture and education, health and wellness and other formats, so that consumers can enjoy a rich service experience in the mall.
3. Focus on characteristic brands.
To create a drainage format, you need to highlight characteristics and personalization, and you can choose to introduce merchants with brand influence and unique charm. For example, highlighting the concept of "first store", configuring influential domestic main store brands, introducing the first store in the country/region, playing the "Internet celebrity" brand, and introducing various Internet celebrity catering brands. The addition of distinctive brands can not only attract more consumers, but also create a unique consumption atmosphere and image of community commerce, and enhance its popularity and attractiveness.
4. Improve service quality.
In addition to the introduction of business formats, it is also important to improve service quality. Community commerce should pay attention to service attitude, product quality and consumer experience, and let consumers feel convenience, comfort and satisfaction through various forms of humanized design. A good service experience can retain customers, promote word-of-mouth, and attract more people to come to spend.
Conclusion: Community commerce seizes the needs of people's "last mile", and emerges with the characteristics of rigid needs, proximity to consumer groups, and timeliness. From the perspective of long-term development, community commerce is also more in line with consumer demand under the new situation, and the future development prospects are attractive. But with more and more competitors, how to stand out from the crowd has become a question worth thinking about for developers.