Golden Street Shopping Mall Wants To Lower Its Figure To Attract More Passengers.

High positioning frustration

Last May 1st, the golden street shopping mall of the first business group began its trial operation.

However, at the early stage of trial business, the gloomy performance of business operators has already begun to show.

At that time, a women's clothing merchant on the three floor reflected that the shop was often not open and the performance was very unsatisfactory.

Another businessman reflects that the brand has declined in Yansha friendship mall business. It is hoped that the new store on Wangfujing street can bring a growth point, but it is not expected that it will be very difficult to operate.

After the official opening in July 1st last year, golden street shopping plaza held a lot of marketing activities to promote the market, but from now on, the operation of the passenger flow and the brand merchants has not been on the right track.

At noon on Sunday, this is the best time for food and beverage business, but the six or seven floor dining area only needs a row number in the lane, and Kong Yiji, sugar Chao, Wang Shun Ge, and salalle shop are left behind.

The head of the first business group admitted that there is a big gap between the golden street shopping mall and the expected target.

The shopping center initially located at the top end, but under the influence of relevant policies and the overall slowdown in consumer market growth, golden street shopping plaza had to change its positioning.

The responsible person said, after the positioning of the investment business encountered some problems.

Because it is a new store, the shopping center itself has several years of incubation period, and the brand may not have a better profit expectation in the short term.

At present, the consumer market is still in the doldrums. When the profits are threatened, the brand owners are also cautious about opening their stores. Such a situation is not a small test for golden street shopping plaza.

At present, the shopping mall is carrying out scientific data analysis, and will start large-scale adjustment in the next few years, and it may become the orientation of youth and trend.

At present, the most remarkable area of golden street shopping plaza is the four level with "sports soul" as its theme. Adidas and Nike have many high-end sports shops and lowa high-end brands.

It has been opened.

The five layer is a collection of 24 main antiques, jade articles, consignments and jewelry Custom Brands Based on the theme of "Treasure Collection". This is the personalized area of golden street shopping plaza.

However, the Beijing Commercial Daily reporter visited several times to see that the number of consumers patronizing this layer is numbered.

After the popularity of K11 in the art shopping center, shopping centres are concerned about culture and art, but the atmosphere needs to be clearly directed to the target audience.

According to the analysis of the North Business Research Institute, from the planning of the golden street shopping plaza, there is a significant disconnection between the treasures and the mainstream consumer groups in the business circle. Tourists and collectors rarely find the "treasure hunt" in Wangfujing, which is not very practical.

In the absence of reasonable planning for retail and other comprehensive formats, the six or seven level dining area of golden street shopping plaza has failed to realize linkage and supplement of formats.

Shopping malls also face big defects in property conditions. The six or seven storey area is too low, and the design of moving lines in 2-4 zones is unreasonable.

From 2 levels of ZENS, UNITED COLORS OF BENETTON, esons and other shops are almost located in the dead zone, and the mobile line does not form a closed loop of liquidity.

Looking for blank opportunities

In addition to the huge tourist group, a number of mature commercial projects such as orient Xintiandi, Beijing APM and Beijing department store have cultivated their stable customers.

In the coming years, commercial projects like Wangfujing international brand center, Harbour City and garde art center will appear on Wangfujing street.

In many middle and high-end projects, Wangfujing commercial gathering area is more intense.

For Golden Street Shopping Plaza, the Wangfujing business circle still has a lot of room for growth. The project needs to take advantage of the situation and grasp the overall tone to find a blank opportunity in the market.

Guo Zengli, director of China shopping center industry information center, seems to be growing steadily in the Wangfujing business district. The golden street shopping plaza needs to conduct a thorough investigation of the business circle and examine the location from the empty shopping area of the business circle to avoid the positive competition with the mature commercial projects.

Guo Zengli said that the existing commercial projects have already been firmly positioned and appealing. If they are not misplaced, it is difficult to change the passive situation.

Located in "Golden Street" and backed by the first business group, golden street shopping plaza has obvious advantages in brand resources and location.

However, in a depressed environment, shopping centres should choose to be a member of the business circle, seize the characteristics of the Wangfujing business circle, misplace the combination of brands and formats, take demand as the orientation, and passively take the initiative.