2023 is destined to be a special year, and the brick-and-mortar business that has gone through the storm has experienced more complexity, diversity and uncertainty. To clear the fog and see the future enterprise track, it is not only necessary to have cognition and industry prediction, but also to accurately grasp the consumer business phenomena and opportunities that are different from the past, and quickly get closer to new value groups such as Generation Z.
As a business leader, he can always analyze the present, look to the future, and grasp the direction of business development.
Winshang
At the beginning of 2023, Kong Dezheng, who was not yet the president of Guanjiang Commercial Group, fell in love with the city when he first set foot in the city. He said that he likes everything in Kunming, the sun, the air, the scenery and the sense of relaxation.
And when he was faced with the 300,000-square-meter park 1903 project, he felt a long-lost excitement: "This project has a lake, a box, an open block, and its location, which is too rare in the country. While browsing the project, Kong Dezheng had a lot of imagination about the future planning of the project, and it was not until July 2023, when he actually took over the project, that he finally had the opportunity to slowly realize all this.
Park 1903 is indeed a "legend" in Kunming, from the original chief wedding destination in China to the cultural and leisure landmark of Kunming city, the first business, tourism and cultural complex in southwest China, and now to the new landmark of Kunming's culture, sports, business and tourism, and Yunnan non-standard commercial sample, in the course of ten years of development, the project positioning of Park 1903 has also changed many times.
Park 1903 real scene
On the one hand, based on the large volume of more than 300,000 square meters of the project, there is space for planning; on the other hand, based on the open, inclusive and composite architectural form and property conditions of the project itself, lake views, box businesses, open blocks, single-family buildings, churches, parks, etc., can carry a lot of content behind them; finally, it is also a different choice made according to consumption trends at different stages following market changes.
The Park 1903 project itself is a "magic box" with infinite possibilities, it contains unlimited potential, but also contains amazing tenacity, no matter how the market changes, it can always find its own development direction and occupy a place. After ten years of development, today's Park 1903 has more than 30% of the customers from outside the province, which is the most trendy and fashionable place in Kunming, and is also a typical sample of Yunnan's non-standard business.
With the addition of Kong Dezheng, Park 1903 is bound to usher in a huge change again.
At the end of November 2023, the Yunnan team of Winshang.com had a two-hour in-depth exchange with Kong Dezheng, President of Guanjiang Commercial Group, by Yunhu Lake, on the topic of the development status of Yunnan business, and more about Kong Dezheng and the new team's latest planning for Park 1903.
Traditional business is recovering weakly
Non-standard business is booming
At the beginning of the interview, Kong Dezheng summed up the current situation of Yunnan's business with the words "weak recovery", and he said that from the communication with brands and industry data, the recovery of the local commercial market after the epidemic is not as ideal as everyone imagined, especially the traditional shopping malls and department stores, which are in a state of "weak recovery" as a whole.
However, from the perspective of both the national and local commercial markets, non-standard businesses or innovative businesses are booming, such as Hangzhou Tianmuli, Aranya, Chengdu Dongjiao Memory, Chengdu Yuanye, Shanghai Panlong Tiandi and other representative projects. He explained that this is due to the fact that consumers, especially young consumers, have changed their consumption preferences, and young people prefer to pursue freedom, prefer interesting, fun, and good-looking things, and pay attention to emotional value, which prompts them to slowly move away from traditional shopping malls and choose non-standard businesses.
He believes that non-standard businesses have a common feature: focusing on the creation of consumption scenarios. The essence of the scene is the field, that is, the relationship between people and the environment, and non-standard business is better at creating a consumption environment that makes consumers feel relaxed, comfortable and pleasant.
Park 1903 real scene
Park 1903 ushers in the latest positioning
The 9-word proverb redefines and starts anew
Regarding the latest positioning of 1903, Kong Dezheng summarized it with "in the park, the new world", and explained its meaning with 9 words of "new business, micro-vacation, and light cultural tourism", and dismantled the connotation and planning of each positioning.
Kong Dezheng believes that the essence of business is to have insight into market changes, and to be able to respond to changes and lead changes in a timely manner.
Before doing the latest positioning of 1903, Kong Dezheng also did a lot of research on the project itself and the market situation in Yunnan and Kunming.
First of all, from the perspective of positioning, Yunnan is the country's radiation center for South Asia and Southeast Asia, and the provincial capital Kunming has the goal of building a regional international central city, Kunming is committed to creating a new tourist destination, and the consumer market is huge, for this goal, Park 1903 has enough carriers and potential.
Park 1903 Cloud Lake
In addition, judging from Kunming's 14th Five-Year Plan and the current status of Kunming's commercial distribution, Dianchi Lake Resort and Kunming's southern urban area are still the top priorities of Kunming's commercial development, and the Park 1903 project is located in this area.
Starting from the conditions of the project itself, Park 1903 has a large volume of 300,000 square meters, which can carry more content, and the architectural form is very French-style, and it also integrates the six major commercial forms of box business, block, lakeside business, single-family business, outdoor exploration camp, and night economy block.
Park 1903 Cloud Lake
"Four New" Constitute "New Business"
Kong Dezheng said that "new business" is the core of the park's 19031 plan, which includes three parts: scene side, content side and operation side, first of all, the scene side is the six major business forms mentioned above, and the content side covers "new retail, new cultural tourism, new experience, new life", referred to as "four new", which is also the latest positioning of Park 1903 for each plot in the project.
Specifically, the new retail includes Yonge Street Area A, Yonge Street Area B, Xiang Street, and Lorraine Road, Yonge Street Area A focuses on mountain aesthetics and trendy CLUB, which will upgrade the outdoor trend brand and create a holy place for trendy players to check in; Yonge Street Area B focuses on exquisite elegance, bringing a feminine atmosphere of footwear, bags and home furnishings; Xiangjie will focus on international famous products in the future to create a gathering place for famous products; Lorraine Road is positioned as a trendy and luxurious fashion, covering new retail, bookstores, and entertainment, complementing Xiangjie and enhancing the ecological layout and atmosphere of famous products.
Park 1903 Yonge Street
Park 1903 Xiang Street
The new life sector is planned to include a winery, a cloud cube and a park outlets, the winery is equipped with an exclusive leisure hotel, which can provide about 300 rooms, and there are three hotels in the future project for consumers to choose from; the cloud cube is positioned as the young power center of the project, and is committed to creating an entertainment version of COSMO, integrating performing arts center, cinema, entertainment and catering; Park Outlets is a new landmark of outlets, and it is also the nearest outlet mall from the center of Kunming.
Park 1903 Jingo Outlets
The new cultural tourism sector includes camp exploration, lakeside detached houses, bar area, and lakeside night market, and the camp exploration mainly includes horse farms, paddle boards, and camping to form a new outdoor experience; lakeside detached houses mainly focus on day coffee and night wine, integrating high-end bars, restaurants, and clubs, forming a business atmosphere of lakeside night economy; lakeside is also the main increase in the night economy atmosphere of 19031, creating a new landmark of entertainment life, and creating a Kunming brand "Lan Kwai Fong".
Night view of the park 1903
The new experience section includes Dream Federation Park, Meland Club, Cute Pet Park, Skatepark and so on, creating a one-stop amusement space for families.
Fantasy Federation Paradise
In short, "new life", "new experience" and "new cultural tourism" provide a steady stream of passengers for "new retail", and "new retail" is the basis for supporting the continuous operation of other "three new".
Excavating history, culture and art
"Micro vacation" and "light cultural tourism" embrace the national customer group
Speaking of "micro-vacation" and "light cultural tourism", Kong Dezheng said that Kunming has always been a popular tourist city in China, especially during this year's National Day Golden Week, Kunming received more than 28 million tourists, and the passenger flow of the park 1903 also reached a 40% increase during the National Day, with a 61% increase in sales, and the future potential is very large.
With a huge customer base, Park 1903 should consider how to break out with these tourists, first of all, to serve the surrounding high-quality customer groups, to consolidate the basic plate, and secondly, to serve Kunming's high-quality family customers, which is to increase the plate, and there are two concepts of "micro-vacation" and "light cultural tourism".
Cloud Lake
The time period of "micro-vacation" is Friday, Saturday and Sunday, with a total of 114 days throughout the year, mainly for Kunming urban area and surrounding customers, the park 1903 planning in the flower world, cute pet paradise and has formed a federal dream park, catering, hotels, outlets and other formats can provide diversified consumption options for "micro-vacation" customers.
"Light Cultural Tourism" will make Park 1903 a must-visit destination for tourists from all over the country. Kong Dezheng explained that the reason why "light cultural tourism" is defined is because what 1903 should do is not to use a bus to pull tourists to visit scenic spots and shop in the traditional tourism mode, but to let tourists come to 1903 not only to experience Yunnan's characteristic ethnic culture, but also to travel in depth, representing historical museums, bookstores, art galleries, and is a new urban tourist destination.
CGK Museum of Contemporary Art, Kunming
Based on this, on the basis of the original four landmark attractions of the Crystal Triumphal Arch, the Gospel Auditorium, the Cloud Lake and the Art Museum, Park 1903 will also add a theater, a Dianyue Museum and a 100,000-square-meter outlet to provide customers with a full range of travel and consumption options.
"In these plans, each section is divided into its own functions, such as micro-vacations and light cultural tourism, customers of light cultural tourism, post-90s and 00s literary and artistic youth, love life and travel, in order to explore the local history, culture and art of Yunnan, and these are also the soul of Park 1903. Kong Dezheng added.
A 1:1 replica of the Arc de Triomphe
The blueprint is beautiful, but it is not easy to really realize, Kong Dezheng said, the follow-up operation is more important, not only to accurately grasp the proportion of each plate, but also to make the plates empower each other through refined operation, this game of chess can be lived.
(1) Planning and promotion: Combined with the four local specialties of Yunnan tea, coffee, flowers and wine, the four major festivals will lead the annual marketing activities to create momentum and drainage, and drive the second curve of passenger flow growth in the Z era through "four flowers and one lamp", and then drive the strong growth of passenger flow sales of the whole customer layer.
(2) Operation: Vertically do the community, do the circle, horizontally do the theme, through the large operation strategy to operation-driven to revitalize the entire project marketing rhythm.
When it comes to operation, Kong Dezheng also did not shy away from pointing out the current problems of the project, on the one hand, the parking problem, the park 1903 has more large-scale activities, the parking pressure is greater, and the park 1903 will increase 2,500 parking spaces in the future to alleviate the problem of "parking difficulties".
With the opening of the Castle Hotel and the Atour Hotel opposite the project, about 600 more rooms will be added.
(3) Kong Dezheng believes that the project has not done enough for the in-depth operation of members, such as the location of the customer service center is not obvious enough, and the handling of customer complaints is not timely. Next, Park 1903 plans to set up a special customer service center on the first floor of the Arc de Triomphe, invest sufficient manpower and material resources, do a good job in the in-depth operation of customers, and improve customer satisfaction.
Park 1903 real scene
Finally, Kong Dezheng predicted the hot words in the industry in 2024, micro-vacation, light cultural tourism, non-standard business, beauty economy, and night economy.
Park 1903 at the beginning of 2024, standing at a new starting point, although it has been very successful in the past, but business is always in dynamic change, only like Park 1903 to get rid of empiricism, insight into market changes, the courage to try, the courage to innovate, in order to ride the wind and waves, stand tall in the wave of business.