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The Fifth Generation Of Wanda Plaza Will Abandon Department Stores?

2014/7/17 18:56:00 30

Wanda Plaza The Fifth Generation Selling

perhaps this is related to Wanda Group Chairman Wang Jianlin's "iron wrist".

Wang Jianlin once said that one reason for the loss of Wanda's Department was the problem of internal management.

Correspondingly, the management of Wanda Department is constantly changing from top to bottom.

A good news for Wanda Department Store is that, in the first 6 months of this year, Wanda Department has completed its first half year goal in the first two months of this year.

However, in the current department store < a href= "//www.sjfzxm.com/news/index_c.asp" > retail industry < /a > growth group is in a predicament, the Wanda Department store, which is constantly experiencing management shock, can still realize Wang Jianlin's goal of making profits within 2 years, which is still unknown.

Guo Zengli thinks, Wanda Department store and Wanda Plaza are the relationship between lips and teeth. If we really cut off department stores, Wanda Plaza will also be hurt. "Wanda Department has led to the investment effect, the number of shops, the brand effect has existed, at least let consumers feel that its abundance is enough, so its role is here."

"now the substitutions are too frequent, and the specific development goals are not clear."

Wanda Department insiders said so.

"P" and people familiar with Wanda Department told reporters: "there will be no general merchandise in the new generation Wanda Plaza project."

the new generation Wanda project mentioned by the above-mentioned persons refers to the fifth generation Wanda Plaza, which has not yet been launched.

However, the above information has not been confirmed.

for Wanda Plaza, /p >

according to informed sources close to Wanda Department store, the first generation Wanda Plaza project is a simple large box; the second generation Wanda Plaza project is the main store in the supermarket; the third generation Wanda Plaza project is a commercial complex, and the Wanda shopping center is set up through the sales of the blocks, and the Wanda Plaza project of the fourth generation is a large-scale comprehensive area planning combining culture, commerce, tourism, office buildings and apartments.

reporter found in the interview that the business area of the recently opened Wanda Plaza department store was reduced compared with that before.

Fuqing Wanda Plaza, which is scheduled to open in December 5th, and Longyan Wanda Plaza, which is scheduled to open in November 7th, will be reduced to 4 floors by Wanda Department store.

"P > Hefei Swan Lake Wanda Department Store merchants told reporters that the mall has cut off the operating area of the high floor, and returned the 6 floor to Wanda Commercial Management Co., Ltd." before, the six floor is home furnishing products and children's clothing, after cutting down, children's clothing on the five floor. "

"Wanda Department store has not done very well in the past two years. The understanding of Wang Jianlin (Wanda Group Chairman) may be dragging the whole development of Wanda."

Guo Zengli, director of the China shopping center industry center, said that in 2012, not only did Wanda Department store run poorly, but in fact, the entire department store industry was plunged into a "profit decline" dilemma.

the industry insiders familiar with Wanda Department think that at first, Wanda made their own department stores instead of crossing the border to do retail business, but to serve the high-speed expansion of Wanda Plaza. "If Wanda doesn't do retail business, no department store can keep pace with the opening of Wanda Plaza."

Wanda Department official website shows that in 2013 alone, the number of stores opened by Wanda Department Stores amounted to 19.

In 2013, Wangfujing stores opened 2 new stores, closed 1 stores, opened 7 stores in Parkson, closed 2 stores, and opened 7 stores in new business mart and 2 stores.

, however, from the opening address, Wanda Department is following the Wanda Plaza. Therefore, compared with the department stores such as Wangfujing and Guang Bai department store, Wanda Department store has many deficiencies due to its location selection, management and operation.

but Guo Zengli still told the first Financial Daily reporter: "I still think Wanda Department Store is successful. It has achieved the rapid expansion of Wanda real estate part and brought a new business circle to live."

Guo Zengli thinks that from the root point of view, the functions of Wanda Department store are different from those of pure department stores such as Wangfujing and Guang Bai department store. "Personally, I don't separate Wanda Department Store from Wanda Plaza."

Wanda's first service target is Wanda Plaza. Once it is separated, Wanda Department store has a large scale and is very weak. But if we look at the total commercial real estate and shopping center income of Wanda, Wanda Department stores are indispensable and play a very good leading role.

2013, the total passenger flow of Wanda Plaza is 12.

There were 200 million trips, with an average daily passenger flow of 5 per square meter.

20 thousand people.

Among them, the daily average passenger volume ranked first in Shanghai Wujiaochang Wanda Plaza daily passenger flow of 170 thousand people.

According to the plan, by 2015, Wanda will open nearly 140 Wanda Plaza, with an average of 50 thousand passenger flows per square day, and the annual passenger flow in all squares will exceed 2 billion.

according to official data released by Wanda, some merchants in Wanda Plaza expired after 2013, and the average rent increased by 28.1%, an increase of nearly 30%.

Wang Jianlin also said that the popularity and rent raising ratio of Wanda Plaza is better than that of the national industry average.

Many Wanda Plaza stores are "one shop hard to find".

for Wanda Department store, it was born for Wanda Plaza, and such a chess piece is also faced with a "chess game" that needs to be solved.

Wanda Department store employee told the first Financial Daily reporter that there were rumors inside that if the task could not be completed this year, the department store would be cancelled.

Future aggravation < a href= "//www.sjfzxm.com/news/index_c.asp" > experience format < /a > /strong > /p >

according to the statistics of the Development Committee of China shopping union shopping center, the domestic high quality shopping centers are replacing the Department Store main store functions through the combination of exclusive stores and collection shops, but for those developers who lack the experience of commercial operation, they still can not do without the main store of department stores.

"for today's business environment, dining, children entertainment and other experience oriented and interactive formats are more powerful than department stores."

The retail industry, a senior member of the retail industry, said that the proportion of retail, catering and interactive entertainment in the shopping mall varied.

Guo Zengli believes that Wang Jianlin and Wanda do not have a separate performance requirement for Wanda Department store. It is better to establish a good coordination mechanism for Wanda Department store and Wanda Plaza.

Either Wanda Department will adapt to Wanda Plaza, or the brand structure change in Wanda Plaza will cooperate with Wanda Department store.

But the two must not be fragmented, otherwise the comprehensive market effect can not be reflected.

in fact, from Wang Jianlin's speech in Wanda Group's first half year's 2013 report, we can find clues to the coordination between the two.

Wang Jianlin said in his speech that reducing the proportion of retail formats, especially reducing the proportion of apparel retailing formats, and increasing the proportion of life styles, such as hairdressing, nail polish, book bar, education and training, made Wanda Plaza more diversified and sticky, and reduced the overlap with Wanda Department Stores.

according to the requirements of Wanda Group, the two floor of Wanda Plaza, which opened after the fourth quarter of 2013, abolished the format of dress, striving not to recruit retail formats, and adjusting the two square floors of the 72 squares that had been opened before 2015.

"we used to be dominated by apparel retailing."

An investment manager of Swan Lake Wanda Department said that except for the first floor for jewelry, watches and cosmetics, the two or three and four or five floor investment was mainly based on clothing retail.

"P > Quanzhou Wanda Department store, Hefei Swan Lake Wanda Department stores and many other department store merchants said their Wanda Plaza has reduced the retail sales of clothing.

Less than half a year later, Wang Jianlin made a clear statement in his speech in 2013. "The new opening Plaza has greatly increased the new experience format. The experience has accounted for about 55% of the value of Wanda Plaza. According to our plan, three years, the proportion of experiential formats accounts for about 60% of the whole Wanda Plaza experience."

we can see that < a href= "//www.sjfzxm.com/news/index_c.asp" > Wanda < /a > has begun to divide different development models for department stores and squares.

It is reported that Wanda spared no expense to dig corners from Disneyland and other companies, and vigorously develop children's entertainment business.

according to the planning of Wanda, children's entertainment will open 8 stores in 2014, and twenty stores will be opened next year.

"the entire department store industry is facing disruptive innovation. Wanda Department stores are large in scale and must be well prepared for high demands and great pressure."

Guo Zengli believes that from the whole domestic business environment, large department stores are problematic.

but there are also insiders who believe that Wang Jianlin will probably sell Wanda Plaza and Wanda Department Store in the next ten years. Compared with other projects, business and retail are really not very good.

From the perspective of the capital operation of real estate developers, they are very good at using financial leverage. As long as they are consistent with expectations, they are likely to use financial instruments. The key is timing and conditions.

Wang Jianlin said that in 2005, there was a precedent for selling Wanda Plaza. He sold 9 Wanda Plaza to Macquarie Bank in Australia, and successfully sold 3 billion 100 million yuan in P.

It is reported that Wanda sold these projects are basically in the more developed second tier cities, such as Nanjing, Ji'nan, Shenyang, Tianjin, Wuhan, Changsha, is also the first generation of Wanda shopping center.

Today, this part of the shopping center is called "Yue Hui square".