来源 | 赢商网（ID：winshang）
When the waves roll, the long wind and waves show the true character of the hero.
Yesterday, the 19th China Commercial Real Estate Festival, hosted by Winshang.com with the theme of "Long Wind and Waves", opened with the theme of "Bursting". Main Forum: The 19th Annual Meeting of the Business Promotion Real Estate Forum (1) The big names were witty and golden sentences were frequent. The VIN Coffee Night invited VIP cocktail party to gather industry elites to participate in the future development of Chinese brands. (For details, please stamp: Long Wind and Waves!) The 19th China Commercial Real Estate Festival "exploded" and opened! ）
Today, the excitement continues, and more "informative" and "fun" activities are waiting for you to unlock:
- Main Forum: The 19th Annual Conference of the Business Driving Real Estate Forum (2)
- The Rising Waves • Chinese Brands Go Overseas and Join the Summit Forum (see Article 2 of the official account of Winshang.com for details)
- Invited Luncheon 2024 • China Merchants Management for a Better Life Tour • Guangzhou
- China Commercial Real Estate "Golden Coordinates" Award Ceremony (see Article 3 of today's Winshang.com official account for details)
- WIN Coffee is here! ONLive • Live Station at the moment
- Retail Commercial Real Estate Investment Expansion Cooperation Exhibition (see Article 4 of the official account of today's Winshang.com for details)
- Theme Exhibition of China City Commercial Pavilion (see Article 4 of the official account of Winshang.com for details)
2024
Main Forum: The 19th Annual Conference of the Business Promoting Real Estate Forum
Today's main forum was first delivered by Zhang Ping, the second-level inspector of the Department of Commerce of Guangdong Province. She said that commercial real estate is the key carrier to stimulate consumption vitality and release consumption potential, and we always firmly believe that the development of commercial real estate and the promotion of consumption infrastructure renewal and iteration are to meet the objective needs of consumption upgrading and an important guarantee to enhance consumption energy level.
© Zhang Ping, second-level inspector of the Department of Commerce of Guangdong Province
0110 keynote speeches + reports released
Top 10 Keynote Speeches + Report Released
01
The "2024 China Shopping Center Annual Development Report" was released
Wu Chuankun, chairman of Winshang Tech and vice president of China Chamber of Commerce, brought the "2024 China Shopping Center Annual Development Report", he pointed out that on the market side, shopping mall indicators such as customer flow, store opening and closing, and vacancy rate are stable and improving, and the project operating performance continues to differentiate; On the industry side, there is no winner-take-all in the shopping center industry, and enterprises have their own advantages in products, and the market pattern is basically fixed; On the consumer side, in the era of new rational consumerism, consumption preferences are pragmatic, rational and prudent.
In terms of enterprise development, CR Vientiane Life is the only enterprise that has achieved large-scale layout in heavy luxury, mid-to-high-end and non-standard projects, and its development and strategy are very worthy of attention; Hang Lung, Swire and other high-end commercial companies have embarked on a long-term path through the cycle. Focus on Wanda, Longfor and other large-scale enterprises with mid-to-high-end and popular positioning; Link REIT and CapitaLand Asset Management have achieved a virtuous cycle of capital through "investment, financing, management and withdrawal"; The outlets that are gaining momentum cannot be ignored.
Regarding industry trends, with the real implementation of public REITs, China's shopping center industry has ushered in a structural transformation. In terms of market structure, China's shopping center market has entered the era of stock, there is no winner-takes-all, enterprises have their own advantages in products, and the market pattern will generally remain unchanged, and the scale echelon is basically fixed.
© Wu Chuankun, Chairman of Winshang Tech and Vice President of China Chamber of Commerce
02
AI is renewed
OPPO has always been committed to becoming a contributor and popularizer of AI mobile phones, and believes that through win-win cooperation, it will bring users a new AI experience.
At present, OPPO's business has been stationed in 60+ countries and regions, with 8 modern manufacturing centers around the world, and a world-class strong manufacturing capacity system. OPPO not only actively deploys its large-scale model capabilities, but also simultaneously builds its own AI data center in Marina Bay.
As OPPO continues to cultivate the global market, it now has more than 60 countries and regions on six continents, more than 260,000 sales outlets and more than 1,750 self-built service centers around the world.
OPPO has gradually formed a "pyramid" characteristic retail system, such as the super flagship store as the core, with flagship stores, experience stores, and specialty stores, forming a multi-circle experience from "convenient purchase" to "high-quality experience". In terminal stores, we create a high-quality consumer experience for consumers with full-scene functional products and intimate value-added business services; OPPO plans to add 3,000 new stores over the next three years.
© OPPO Vice President Li Jie
03
20 years of wind and waves
Taking 2023-2024 as the node, the development of commercial real estate in mainland China can be divided into three stages: in the past decade, the concentrated explosion of industry scale has been accompanied by consumption leaps and brand upgrades; From 2023 to 2024, the growth rate of GDP and total social zero will slow down, and it is experiencing "long-termism with little money", "opportunism that is difficult to make money", and "unwilling optimism"; In the next decade, we will face changes in employment and consumption trends, and the competition between private enterprises and state-owned enterprises and central enterprises will intensify.
In the era of integration and transformation of stock assets, under the "asset-light fever", the opportunity of heavy assets is coming, we must wake up the sleeping commercial craftsmen with sincerity, provide a platform for all cooperative brands to make money, and do a living business in the future is the most important.
© Chen Deli, Co-President of Powerlong Real Estate, Executive Director and Chief Executive Officer of Powerlong Commercial
04
Build a golden age of national brands
At present, all walks of life are facing tremendous pressure, and the international market is unpredictable, which is the golden age of the emergence of Chinese brands. Under the great changes unseen in a century, seize the opportunity, and the next era is the rise of China's national brand.
In a highly competitive market, it is crucial to find new growth points. "There is no off-season environment, only off-season cognition." Wang Zhentao pointed out that how to make "off-season not light" is the key to brand innovation and upgrading.
- In terms of products, good products are the origin of the brand, and Aokang continues to invest in research and development of price-based boutiques to create good products with both appearance and soul, such as the use of environmentally friendly materials such as recycled leather and plant fibers to make shoes, taking into account comfort and corporate environmental responsibility.
- In terms of building brand power, brand culture is not only a slogan, but also a symbol, and a good story is the key to brand power.
- In terms of channels, good channels can empower brands, and good brands can also feed back channels, forming a complementary relationship, and shopping malls becoming national consumption centers is a major trend in the future.
© Wang Zhentao, Chairman of Aokang Investment Holding Co., Ltd. and Chairman of the Council of VIP 108 China High-end Brand Alliance
05
The seventh year of the development of Mei KTV: innovation, change and sustainability
The Mei KTV brand originated from the hotel brand of Orange Crystal, which was established in 2017 and has 460+ opened stores, ranking first in the industry so far, and signing 650+ stores. Mei KTV is in its seventh year, and we have been innovating and making changes within the organization to become a sustainable brand.
Beyond simple model innovation, to have better long-term value, we must rely on long-term technology investment to produce content that consumers can disseminate and share, and truly bring them joy and exceed expectations. To achieve greater corporate value and do a bigger business, in addition to having a large number of offline physical stores, we must also look at the industry with Internet thinking. It is necessary to produce a large amount of content, and only by entering the capital market with the concept of a technology company in the future can there be new value and greater imagination.
© Tang Hongwei, founding partner and CEO of Mei KTV
06
Content-driven brand innovation and upgrading
At the end of 2023, Mr. Ye (Chairman of the Board and CEO of MINISO Group, Mr. Ye Guofu) led the senior executives of the Group to carry out a co-creation, restructuring and upgrading of the Group's mission, vision and positioning. Mission: "Born for Happiness", Vision: "To become the world's No. 1 IP design retail group", positioning: "Global IP co-branded collection store".
From the insight of the competitive strategy pattern of global retail, based on the future, we have anchored the track, focused on the route, set the speed, and took the ultimate cost-effective + characteristic IP as the main strategy. Therefore, we have to move from cost-effective consumption in the first ten years to interest consumption in the next ten years.
Based on this, in the future, we should "focus on one focus, three insistences": focus on IP strategy, adhere to product innovation, adhere to cost performance, and adhere to globalization.
The short-term five-year strategic layout covers 150 countries and regions around the world, expands to 15,000 stores, and reaches 100 billion yuan in GMV in 2028.
How to realize the dream of 100 billion yuan? Through product innovation and channel innovation, the channel has "1 matrix and 7 store formats", which are: IP LAND, China Famous Creation, flagship store, sub-main store, regular store, MINISO GO, and pop-up store, as the brand increment engine.
Content achieves traffic, and traffic achieves business; MINISO = IP co-branding, IP co-branding = MINISO, each business wants to obtain more explosive content, break through greater traffic, present more IP, and integrate IP resources is equivalent to integrating MINISO's resources, so as to refresh brand awareness and establish in-depth cooperation.
© Kou Weixuan, Global Vice President and Chief Channel Development Officer of MINISO
07
New Trends, New Developments, New Opportunities – Consumer Infrastructure REITs Help Industrial Upgrading and Transformation
REITs first originated in the United States in the 60s, and have been developed with the characteristics of stable dividends, strong growth and transparent information.
Referring to retail REITs, which are the largest of the many REITs asset types in the United States, the mainland innovatively released consumer infrastructure REITs to achieve the purpose of boosting consumption, achieving international integration, promoting the transformation and upgrading of real estate enterprises, and revitalizing the stock of commercial assets.
Enterprises can achieve transformation and upgrading through consumer infrastructure REITs, create a complete closed-loop of "investment, financing, construction, management, and withdrawal" of commercial real estate, display operational performance, and cultivate consumer brands. Overall, consumer infrastructure REITs represent an important development opportunity for commercial real estate.
© Wang Yijun, Managing Director, Chief Investment Officer of Harvest Fund, and Head of the Public REITs Sector
08
Valuation methodology and investment value analysis of consumer REITs
Valuation and investment value analysis of consumer infrastructure REITs is an indispensable part of the investment decision-making process, which helps investors understand and evaluate the intrinsic value and potential returns of REITs.
- Different underlying assets need to be valued differently, focusing on three core indicators
For the assessment of the fair value of the underlying assets in the first step, there are currently two main valuation methods: the comparative method and the income method. The comparative approach is applicable to businesses where transactions occur frequently, such as office buildings and residential buildings. The income method is the most accurate method for determining the valuation of the underlying assets, which is mainly divided into the direct capitalization method and the discounted cash flow method (DCF), and there are three important indicators in the discounted cash flow method, namely long-term growth rate, discount rate and tenure.
- The fundamentals of the underlying asset need to be analyzed from multiple aspects and dimensions
In the fundamental analysis of the underlying asset, it is necessary to pay attention to several key indicators that match the valuation. First of all, at the macro level, the main focus is on the energy level of the city where the project is located; secondly, the location of the business district where the project is located; The third is the proportion of project formats, focusing on the proportion of retail formats to judge the potential and risks of future rental growth; The fourth is the rental income model, which focuses on the proportion of income from commission rent. The fifth is the rent level, which pays attention to the fixed rent level of the main store and the specialty store; The sixth is the sales to rent-to-sales ratio, which represents the balance and win-win situation between the interests of the shopping center and the tenants. The seventh is the type of top 10 customers, which determines the positioning of the shopping center; Finally, there is the expiration of the lease.
© Fang Chengqi, chief analyst of real estate at Soochow Securities
09
From category to brand, Lemo Bar redefines the business intelligence massage space
China's consumption is showing a new phenomenon, and the underlying needs of consumers have undergone important changes, and more and more attention is paid to the small fortunes of daily life. Based on this, Le Mo Bar seeks a balance between change and change, and seeks a longer-term business future with a new strategy.
What remains unchanged is to insist on doing a good job of massage; What has changed is that Le Mo Bar will provide smarter massage and better space experience.
Therefore, Lemo Bar proposes a new strategy of "leader of intelligent massage space" to redefine the commercial space from category to brand. In a more intelligent form, it is integrated into the consumer space to bring personalized health services to consumers; In a more diversified form, it is integrated into the retail scene space to create more value points for business partners.
Smarter Lemo Bar. With the new intelligent Internet of Things as the center, the Lemo bar system has been upgraded. In the future, Le Mo Bar can memorize each consumer's body type in real time, and then provide real-time related massage programs to bring consumers a more personalized massage experience. At the same time, in the future, the massage experience in the commercial space and public space will be organically integrated with the massage experience enjoyed in the home, and the public space and the family space will be seamlessly connected.
A better spatial experience. As a supporting category of health services, Lemo Bar has upgraded the space form, hoping to create value for many commercial spaces, which can not only integrate into the lives of consumers, but also integrate into the retail scene to make the space more valuable.
The newly upgraded Lemo Bar will create more value points for the commercial space, including a more pleasant leisure experience, more personalized health services, more consumer stay time and more efficient point income. Consumer-centric, truly allowing consumers to integrate into the leisure experience and scene, and creating a unique and unforgettable experience for consumers, which is also the core and most critical meeting point between Lemo Bar and commercial space.
© Wu Zhigang, president of the Lemo Bar brand
10
From the city to the mountains, gain insight into the underlying logic of non-standard business
Business in the new consumption era has undergone profound changes, with three important changes: diversification of consumption scenarios, experiential consumption content, and stratification of consumer groups. In this context, shopping malls need to have new scenes, new content, and new links, which are the infrastructure of the new consumption era.
The pace of commercial development in Tangu is a gradual experiment, from a slow-mob park co-created by multiple designers that integrates shopping streets/showrooms/theaters, to a bike-friendly, pet-friendly, child-friendly, and environmentally-friendly mountain street waterfront, to a slow-pop plaza where culture and art and high-quality food and beverage are gathered, as well as a bookstore and two hotels in partnership with One Way.
In addition to scenarios and brands, content operation is also crucial. There are 3 to 4 city-level activities a year, a theme event once a month, and a series of activities around the sports community, pet community, and parent-child community.
The new consumption era gives non-standard commercial corners the possibility of overtaking. Dangu has just started, and there is still a long way to go. We believe that as long as business returns to the proposition of people, it can do better and better.
© Zheng Zheng, General Manager of BII Development Commercial Management and Head of Tangu Commercial
11
Exploration and practice of digital marketing in shopping malls
At present, the logic of using digital technology to improve the operation and management of mainland shopping malls has been very proficient, and everyone in the industry has a digital blueprint for commercial operations and a set of digital marketing solutions.
From an IT perspective, the shopping mall marketing platform mainly solves the three major problems of customer insight, precise hierarchical operation, and ecological win-win. The essence of digital marketing is based on personalized marketing reach - at the right time with the right method and the right content to arouse the interest and attention of customers, so as to further achieve sales.
Interactive AI with advanced advantages such as timely response, accurate information, rapid deployment, standardized training, and multi-language support provides infinite creativity and convenience for shopping malls and their stores. In the future, it will be a fusion of virtual and reality; The shopping mall of the future must be a business agent.
© Ang Li, General Manager of Sales of Elo Technology China
02
Two high-end conversations
01
How to go both ways?
Personalized owner brand, niche brand; An IP brand full of experience and a two-dimensional brand...... Waves of innovative brands have built the current wave of diversified consumption, while the sudden rise of non-standard businesses and the pursuit of personalization and differentiation in shopping malls have provided the soil for the growth of innovative brands. However, not all innovative brands can develop sustainably and stably, so how can innovative brands and shopping malls go both ways?
Moderator:
Liu Gang, founding partner of China's fashion brand incubation platform Fashionista, chairman of the Organizing Committee of the Fashion Entrepreneurship Dark Horse Competition, and co-founder of SUPIN
Panelists:
General Manager of Jinbo Commercial Chen Yangxin, Deputy General Manager of OCT Commercial Management, Boundary THE BOX Facing Outward | General Manager of Young Power Center, Li Wanlin, Chairman of Shijie Culture Group/Founder of Star Zero World Brand Shao Shu, DAOCAO Manager, Yingzi Eggy Egg Yolk Pet Manager, Jia Wenbin, BevisJELLY TOYBOY Brand Manager, Xu Weiman, Founder of An Sanpang, An Huadong
Liu Gang:
In the new consumption era, there are three key points for innovative value brands to get out of the circle: first, to meet emotional value; the second is to embrace youth; The third is to create the best "heart-to-price ratio".
Chen Yangxin:
In the face of the current market environment, "focusing on your own strengths" is still the way to win. Jinbo Commercial focuses on deeply cultivating the Guangzhou-Foshan market, focusing on refined operations, and ensuring its own stability, so as to create a sustainable and personalized business platform for cooperative brands.
Boundary:
Stability and differentiation are dialectical unity, and both shopping malls and brands need to find the best balance in them. Be able to accurately grasp the iteration of technology, the update of the model and the changes in the market, and adjust the tonality of their products and services accordingly, and the living space and development opportunities will be greater.
Li Wanlin:
THE BOX is a non-standard project that realizes "two-way running" with the owner's brand, undertakes 500 theme activities and 700 normalized activities every year, operates its own IP with traffic thinking, seeks "new" rather than "stable", and empowers each other with the owner's brand.
Shao Xu: Contemporary young people pay for "emotional value", so the non-standard experience space needs to resonate with consumers, follow the differences of each city, each product, each design, and each story, and reasonably integrate them together in order to attract young people.
Eiko:
The purpose of clothing brand innovation is not to play more tricks, but to allow a company to continue to operate stably. In the face of an uncertain market economy, entrepreneurs and entrepreneurs can only go through the cycle by facing all kinds of uncertainties with a positive and optimistic attitude and a body and mind full of strength.
Jia Wenbin Bevis: The owner brand must have a different attitude from the chain brand, and clarify the label or temperature of the brand. Taking EGGY as an example, our label is "temperature", and we are committed to making customers feel different things; The pet restaurant is just a formality, and the core is to be a social field for young people.
Xu Weiman: To find new growth offline, online brands need to learn from the experience of offline channel layout and strengthen cooperation with commercial real estate. In offline investment, monetization is not the only purpose, but the overall growth of the brand by strengthening brand awareness and user interaction.
An Huadong: Brand innovation should follow genes, and micro-innovation will last longer; Serve the customer group with the same goal, and the shopping mall brand grows together; Adversity is practiced to have strong internal strength, and wait for the opportunity to do brilliant.
02
New quality productivity, new impetus for business innovation and development
In this year's government work report, it is proposed to vigorously promote the construction of a modern industrial system and accelerate the development of "new quality productive forces". What is "New Quality Productivity"? It is a contemporary advanced productive force born by revolutionary breakthroughs in technology, innovative allocation of production factors, and in-depth industrial transformation and upgrading. Businesses that have entered the stock era are facing structural changes, how to create new quality productivity and continue to operate?
Moderator:
Joy Ice Rink founder Wang Pinshi
Panelists:
Member of the Party Committee and Chief Planner of Suzhou Su High-tech Group Co., Ltd.; Gao Yuanyuexiu Commercial Management; Zhu Wenhuan, Deputy General Manager of Zhonghai Commercial Development Co., Ltd.; Zhang Jianhua, General Manager of Guangzhou Metro Resources Management and Development Co., Ltd.; Peng Fei, President of Sunshine Haitian Parking Industry Group; Yi Zhiyong, Founder of Jiangqinyuan Xianglala; Zhong Zhaohui, President of Guangzhou Night Economic Development Federation
Wang Pinshi:
"New quality productivity" is a new word in China's current economic context, and it is also a new topic for enterprises. In the context of globalization and rapid technological changes, in the face of the pressure of economic growth, we must use new impetus and new resources beyond traditional productivity to innovate in technology, business model, management, market and green development.
Gao Yuan:
The key to new quality productivity is "quality", one is "innovation", and the other is "high quality". As a traditional industry, business innovation is not disruptive, but can be integrated into new elements of technology and ideas, such as combining with digitalization to bring new impetus to development.
Zhu Wenhuan:
The new quality of productivity must first be innovative, and secondly, in the process of innovation, it must be combined with high-quality productivity. In the future, it is an important development trend to use big data and AI as tools to accurately apply them to shopping mall planning.
Zhang Jianhua:
Under the new quality of productivity, we need to learn to use new labor tools; Shopping malls and merchants will change from a simple leasing relationship to a co-creation relationship; Give full play to the role of field space, and you can also make non-standard space in the traditional box.
Peng Fei: The key to new quality productivity is value co-creation, through all-round innovation, break the outdated thinking concept, embrace mechanism change and market change with an open mind, create value for customers, customers and the market, and achieve a win-win situation for all parties.
Jiang Qinyuan: Jiang Qinyuan, President of Sunshine Haitian Parking Industry Group: Our main goal is to accurately match the personalized needs of users and achieve the best allocation in limited resources. This is undoubtedly the embodiment of a new quality of productivity. In this regard, we identified three key factors, one is the customer, the second is the employee, and the third is the data.
Yi Zhiyong: Under the pressure of fierce market competition and the general environment, the catering industry must return to its essence and use high-quality products as a bridge to communicate with consumers. Under such an industry trend, Hunan Lai Spicy has carried out category innovation, with chef freshly fried as the core, and took the lead in opening up the bright file freshly fried in the Hunan cuisine industry, so as to implement the pot gas and meet consumers' pursuit of taste and quality.
Zhong Zhaohui: The impact of new quality productivity on business is reflected in three points: first, it brings a lot of new content, new experiences and new services; the second is to feed back to scene innovation; The third is the operational level, which is the basic plan for reducing costs and increasing efficiency, and we must also try to plan in advance for tenants and consumers in terms of digital assets.
2024
Theme Forum: Rising Waves, Rushing Chinese Brands Overseas and Joining Summit Forum
Jointly sponsored by Winshang.com and Guangdong Catering Service Industry Association, the "Rising Waves and Rushing - Chinese Brands Going Overseas and Joining Summit Forum" invited a group of domestic and foreign commercial real estate development and operators, brand owners, as well as industry experts and scholars, to discuss and share the current situation and trend of Chinese brands going overseas and joining with industry colleagues, to get a glimpse of the industry, expand their own horizons, and seek enterprise growth. (For details, please see the second article of today's WeChat)
2024
Retail Commercial Real Estate Investment Expansion Cooperation Exhibition, China City Commercial Pavilion Theme Exhibition, WIN Coffee is here! ONLive • Live Station at the moment
The 19th China Commercial Real Estate Festival has set up the "Retail Commercial Real Estate Investment Promotion and Cooperation Exhibition" and the "China City Commercial Pavilion" theme and special exhibition sections to create an accurate and efficient exchange platform for investment promotion and development. (For details, please see Article 4 of today's WeChat)
2024
China Commercial Real Estate "Golden Coordinates" Award Ceremony and Reception Dinner
In the evening, it was the 19th China Commercial Real Estate Festival [Golden Coordinates] Awards Ceremony and Reception Dinner.
At the dinner, Zhou Xu, CEO of Winshang Tech, said in his speech that this year's China Commercial Real Estate Festival used a well-known word - "long wind and waves" as the theme, "long" refers to long-termism; "Wind" means that we want to see the vane of the development of the industry; "Breaking" means that when we see a direction, we must dare to break through. "Change" is the eternal truth of our industry, and all business people must have the courage to accept challenges and move forward.
Subsequently, entering the signing ceremony of the strategic partnership of Winshangtech, Aokang, Hongrongyuan Yifang Commercial Investment, China Railway City Operation, Mei KTV, Lemo Bar, Semir Group signed strategic cooperation with Winshang tech on the spot.
Finally, enter the much-watched China Commercial Real Estate "Golden Coordinates" Award Ceremony! (For a detailed list of winners, please see Article 3 of today's WeChat)
So far, the 19th China Commercial Real Estate Festival has been successfully concluded. I hope that all the commercial real estate peers who participated in the event and online can brave the wind and waves and get better and better. We'll see you next year!