A new generation of Wanda Plaza project will be no department store

Anzhi

"Now people change too often, the specific development goals is not clear." Wanda department store insiders said so.

Some familiar with Wanda Department Store to the "First Financial Daily" told reporters: "A new generation of Wanda Plaza project will be no department store."

A new generation of Wanda projects mentioned by the above-mentioned people refers to the fifth generation Wanda Plaza which has not yet been launched. However, the above information has not been confirmed.

Born for the Wanda Plaza

According to informed sources close to Wanda Department Store, the first generation of Wanda Plaza project is a simple big box; second-generation Wanda Plaza project as the main store supermarket; third-generation Wanda Plaza project for the commercial complex, through the block sales return funds, within Wanda Department Store is set up; and the fourth generation of Wanda Plaza project is a large-scale integrated district planning integrating culture, commerce, tourism, office buildings and apartments, with the district as the axis and distributing various functional areas.

Reporter found in the interview, recently opened Wanda Plaza department store business area compared with the previous, decreased.

Fuqing Wanda Plaza, planned to open on Dec. 5, and Longyan Wanda Plaza, planned to open on Nov. 7, will have their floor space reduced to four floors.

Hefei Swan Lake Wanda Department Stores Merchants told reporters that the mall has cut down the high floor of the operating area will be returned to the Wanda 6th Floor, Business Management Co., Ltd., "before the sixth floor is home bedding and children's clothing, cut off After the children's clothing on the fifth floor.

"Wanda department store performance in the past two years is really not very good, with Wang Jianlin (Wanda Group Chairman) understanding may drag the whole development of Wanda hind legs." China Shopping Center Industry Center Guozeng Li believes that starting in 2012, not only Wanda department store management is not good, in fact, the entire department store industry are plunged into a "profit decline" predicament.

Wanda Department Store familiar with the industry believes that the original department store Wanda did not want to do cross-border retail, but to serve the rapid expansion of Wanda Plaza, "If Wanda do not do their own retail, there is no department store opening speed and Wanda Plaza Opened at the same speed. "

Wanda Department Store official website shows that in 2013, Wanda Department Store opened up to 19 stores. In 2013, there were 2 newly opened stores in Wangfujing Department Store, 1 store closed, 7 newly opened stores in Parkson Department Store, 2 stores closed, 7 newly opened stores in Dashang Xintiand 2 stores closed.

However, from the shop address, Wanda Department Store is followed by Wanda Plaza, so, compared with the Wangfujing, Canton 100 department stores and other department stores, from the site management to management, Wanda there are many inherent deficiencies.

However, Guo Zengli still told the reporter of "First Financial Daily": "I still think Wanda is successful. It reached a rapid expansion of Wanda Real Estate and brought a new business district to life."

Guo Zengli believes that from the root point of view, Wanda Department Store and Wangfujing, Guang Bai Department Store and other pure department stores have different functions, "I personally do not Wanda Department Store and Wanda Plaza cut apart .. Wanda Department Store is the primary target of Wanda Plaza, once separated Open, Wanda Department Store scale, and very weak, but if from Wanda overall commercial real estate, shopping center gross income, Wanda Department Store indispensable, played a very good leadership.

In 2013, the total passenger flow of Wanda Plaza was 1.22 billion person-times, with an average daily passenger flow of 52,000 passengers per square. Among them, the daily average daily traffic volume of Shanghai Wujiaochang Wanda Plaza daily average of 170,000 passengers. According to the plan, by 2015, Wanda will open nearly 140 Wanda Plaza, with an average of 50,000 passengers per day in every square and over 2 billion passengers in all of the Plaza.

According to Wanda's official data, some merchants in Wanda Plaza adjusted their investment after the expiration in 2013, with an average rent of 28.1%, an increase of nearly 30%.

Wang Jianlin also said that now the popularity of Wanda Plaza and rent increase ratio, are better than the national industry average. Many Wanda Plaza stores are "hard to find shops."

For Wanda, it was born for Wanda Plaza, but it is such a "chess piece", but also faces a pending "chess game."

An employee of Wanda Department Store told the reporter of the "First Financial Daily" that there are also rumors inside that if you can not complete the task this year, the department store may be canceled.

Guo Zengli that Wanda Department Store and Wanda Plaza is the result of cold, if you really cut off department stores, Wanda Plaza will be harmed, "Wanda Department Stores led the investment effect, the number of shops, brand effects have been, at least for consumers to feel it The abundance of enough, so it's here. "

The future to increase the experience format

According to the statistics of Development Committee of China Shopping Mall, the domestic high-quality shopping mall is replacing the department store's main store through the combination of specialty stores and collection shops. However, for those developers lacking commercial operation experience, they still can not do without the department store's main store.

"In the current business environment, dining, entertainment and other entertainment experience and interaction modesty are more attractive than department store retail." Gao Tieshu, a veteran in the retail industry, said that retail, dining and interactive entertainment are both shopping The proportion of the center of the shift.

Guo Zengli believes that Wang Jianlin Wanda Department and its an independent performance requirements, it is better to Wanda Department Store and Wanda Plaza to establish a good coordination mechanism, "Wanda can not be divorced from the Wanda Plaza, how to change how to change.Or Wanda Department Store To adapt to Wanda Plaza, Wanda Plaza or brand structure changes within Wanda Department Store, but the two must not be separated, or the comprehensive market effect can not be reflected.

In fact, from Wang Jianlin Wanda Group in the first half of 2013 work report speech can be found both clues to start coordination.

Wang Jianlin said in his speech, reducing the proportion of retail formats, in particular, to reduce the proportion of apparel retail formats, increase the proportion of life forms, such as hairdressing, nail art, book bar, education and training, Wanda Plaza format more rich, sticky Higher, at the same time reduce the overlap with Wanda Department Store.

According to the requirements of Wanda Group, the second floor of Wanda Plaza, opened after Q4 2013, will cancel the apparel business in an all-round way and will not recruit retail business. Before the opening of the first half of the 72 Plaza opened in 2015, the second floor business status will be adjusted.

"We used to be dominated by fashion retailers." A Merchants Manager at Swan Lake Wanda Department Store said that in addition to the first floor for the jewelry, watches, cosmetics, two, three, four, five basic investment in the main retail apparel.

Quanzhou Wanda Department Store, Hefei Swan Lake Wanda Department Stores and other department stores Merchants said that where the Wanda Plaza has reduced the retail apparel category.

After a lapse of half a year, Wang Jianlin made it clear once again in his 2013 speech: "The newly opened Plaza has significantly increased the number of new experience formats and experience formats accounting for about 55% of the total Wanda Plaza format. According to our plan, within three years, Occupation accounted for the proportion of the entire Wanda Plaza experience format about 60%.

Visible, Wanda has already started to department stores and squares divided into different modes of development. It is reported that Wanda spared no expense from Disney and other companies to dig corners, to develop children's entertainment business.

According to Wanda's plan, children's entertainment will have 8 stores in 2014 and more than 20 stores next year.

"The entire department store industry faces disruptive innovations and Wanda Department Store is large in size and needs to be highly demanding and stressful." According to Guo Zengli, the department store is problematic in terms of the overall domestic operating environment.

However, some people in the industry think that Wang Jianlin may sell Wanda Plaza and Wanda Department Store in the next ten years. Compared with other projects, commercial and retail sales are really bad. From the real estate business capital approach, are good at using financial leverage, as long as consistent with expectations, are likely to use financial instruments, the key is the timing and conditions.

The source said that in 2005, Wang Jianlin had the precedent of selling Wanda Plaza, had sold nine Wanda Plaza to Macquarie Australia, the successful cash of 3.1 billion. It is reported that Wanda sold these projects are basically more developed second-tier cities such as Nanjing, Jinan, Shenyang, Tianjin, Wuhan, Changsha, Wanda is also the first generation of shopping centers. Now this part of the shopping center called "Hyatt Place."