Taiguri: How to build the busiest shopping center in Sanlitun, Beijing

After 5 years of acquisition of the three-Li-Tun project, Swire Properties now want to loudly announce: "Three Li Tun is the three-Li Tun of Swire properties." "This is the second step in the low-key UK property company's development of the three-Li Tun project. The first step is of course to let three Li Tun "Red Fire" up, the next step is to upgrade, transformation three Li Tun. The study of consumer groups, promotion, promotion of food and beverage popularity, hand page one bookstore to create a cultural atmosphere, these actions reflect the long-term professional Swire real estate business vision, but also hinted at the main context of China's shopping mall upgrade. Taiguri's three Li Tun "go to three Li Tun Swire." "What?!" The driver glanced at the lazy eyes of a common, Beijing-owned taxi driver and shook his head. The above dialogues took place on October 22, 2013, 5 months after the announcement of the renaming of "Swire three". Swire has been trying to make it known that the shopping mall, connected by an independent building, belongs to itself. The British Swire Group has 5 projects in China, including the already operating Beijing Sanlitun Inguri, Guangzhou Taikoo Hui, with a total investment of more than 30 billion yuan. On the outside of the glass walls of Swire's buildings, there are several billboards with about half a movie screen that read: "Please call me Swire, Tai-koo-li," and a beautiful face. But people still used to call this place "three Li Tun Sanlitun". Since opening in 2008, "three Li Tun Sanlitun" itself has become too many images of the representative: trends, young people, foreigners, Apple stores, Uniqlo ... On a clear autumn morning, we saw two blond children jumping in the Inguri fountain. Their mother Abby Zensea from Australia, as a visitor to visit her friends, has just been to Beijing for two weeks, she will almost every two days to bring the children here to play a lap. The children regard the fountain here as heaven; Abby likes to visit the page one bookstore, and later prefers a relatively small North district to stroll around ... They represent the flock of tourists--yes, not just the people who live in Beijing like too Inguri--until now, no one has questioned the landmark position of the three-Inguri in Beijing. "As a well-known city-level project, it's hard to get rid of anyone," he said. "The project was evaluated by Assistant Zheng, managing director of the real estate consultancy," said three Li Tun everyone has, foreigners, tour groups, nothing to stroll around the locals ... "the crowds who have come from all directions have made Swire a good performance." According to data from Swire properties, the total rental income of the domestic investment portfolio comprising three Li Tun Tai Inguri and the Guangzhou Swire Exchange in the first half of 2013 was close to HK $780 million, which was increased by 20.2% compared with the same period in 2012; Sanlitun too Inguri retail sales rose 15.5% in the first half of the year, while passenger traffic in the north and south grew 31% and 57% respectively, expected by the end of the yearIts occupancy rate is up to 100%. As a famous British Conservative and low-key company in the industry, Swire Properties thinks it's time to show up. "We think this is a stage where we can show our company's brand in the public eye," he said. "In mid-October, Guy Bradley, managing director of Swire Properties, was at the Beijing office of Swire Properties in Bradley, in English, slowly and patiently told the Business Week/Chinese version," We can change the name a year ago, but we choose to be on the 5 anniversary, Because this is an opportunity to clearly express our image and success. "He explains why he renamed Swire," Li "is taken from English" Lane ", and can be linked to the concept of Hutong, which can also represent the architectural features of the project. Renaming is just one of the big moves made by Swire Properties, and another major move seems more important: upgrading and remaking Swire. Bradley said the project, which was bought by Swire in 2007 and the first in China by Swire Properties, took some time to figure out how to churn it, "and we hope it will highlight the product features of Swire properties." "So, if you've just been to three miles, you'll find a lot of places with fences, lots of new shops, and a lot of brands that are playing" opening soon "(soon opened) exterior walls. However, the transformation process is far from what you can see with the naked eye, and Swire Properties has spent at least 500 million yuan, including a redesign of the original building, redesign of the interior structure, a new plan for moving the line (mainly the direction of movement of the people), and the brand of another round of choice, etc. To some extent, three Li Tun is too Inguri this project is the most pure fashion real estate project in China------------------------------------------------ Take a look at the new brands introduced in the Inguri upgrade: The I.T group's China's first journal Standard and Beams, which has already opened Michael Kors and the Finnish design brand Marimekko China's first store, There are makeup brand m.a.c and stationery brand Moleskine global flagship store. Taiguri Northern District even have I.T introduced the Japanese Tide brand Zucca, a trend brand preferred city of Shanghai have never appeared. "Consumer expectations are much higher than they were 10 years ago, and they always look forward to rapid change and new, exciting ideas and experiences." "It's exciting, but also challenging, to Bradley the difficulty of a fashion landmark," he said, "We have to go ahead and offer them a lot of stuff." We have to figure out how to be part of these changes. If we don't, consumers will go elsewhere. "The transformation of the three-Li Tun is too inguri for the commercial real estate industry to discuss the operational capacity。 A shopping center is by no means built to cover the building, the brand merchants to join, fill the vacancy and announced success, constantly adjust, upgrade is like never finish the homework. Especially since 2008, after the spread of shopping malls in China, how to improve the attractiveness of shopping malls has become the industry's most important issue. 2007 Beijing Wangfujing Street Upgrading, 2013 also as a landmark business center of Shanghai Port Exchange Plaza Transformation is a typical case, but the latter success, the former failure. Swire property, which is the lifeblood of Hong Kong-owned property developers in the mainland with Sun Hung Kai property, Hang lung real estate and New World real Estate, is known for its leisurely and refined investment and operational capabilities. "Ten years to grind a sword. "A person who is a competitor to Swire Properties, Ruian Real estate, said in ancient times. Gorgeous adventure but who would have guessed that the first purchase of the three-Li-Tun project was an adventure for Swire properties. Standing in the moment is a bit hard to imagine, as Bradley can now easily describe their calculations 5 years ago, "three Li Tun is so unique in Beijing that it is almost irreplaceable." (except this place) could not find anywhere else to do what we wanted to do, announcing our entry into China. "The Golden Ink of 1987 was born in the vicinity of three Li Tun, her memory of the three-Li Tun filled with the old Office apartments, three Li Tun North Street vertical sales of clothes in the shed; only the east side of the streets of a few bars, then mixed in this is the underground rock circle people, it is said that Cui Jian also started in this. "The former three Li Tun is a ' normal ' is afraid to go to the place. "Gold ink margin recalls said. Foreigners, music circles, to go abroad and understand foreign language college students, models are three Li Tun mainstream crowd, trendy means early in that time was laid. In this traditional tidal position, for Swire is a double-edged sword: on the one hand, Swire has succeeded in letting Apple, which has always been picky and demanding, to stay in China's first retail store, a store opened in 2008 that brought a great deal of popularity and exposure to the Swire project, which was also called "Sanlitun". On the other hand, at times, the brand of three Li Tun as a place for bars and restaurants makes its entertainment properties stronger than commercial properties. Consumer statements confirm this. Zishi like to come to three Li Tun, she came to Beijing two years ago from graduate students in the United States, heard from a friend of three Li Tun this treasure, after living in the subway two stations outside of her almost every weekend will come here, about friends to eat is her most often do things. She said that she did not put too inguri as the main target of consumer destinations, just waiting for people will go to the Uniqlo or the original mango stroll around, "buy some of the not." Therefore, the three Li Tun Inguri is not a typical commercial real estate project which can follow past experience in commercial real estate projects, even for skilled workers in commercial real estate-Hong Kong-owned property developers. Think of the newly opened Shanghai IAPM (under Sun Hung Kai property) and the sameUnder Sun Hung Kai Real Estate, the Shanghai National Gold IFC, Hong Kong commercial real estate developers are adept at the intimate relationship with luxury goods, the brand of Prada, Armani and other brands to attract success for other brands is more attractive. The Ruian property said that in the Ruian Shanghai Xintiandi Project, in addition to coach (Coach), including Cartier (Cartier) luxury brand sales performance is not satisfactory, but commercial property developers need these brands "cosmetic", Luxury brands also need to display a brand image at these important sites, both of which are needed. Taiguri is not the ideal choice for luxury brands, which is also the first place in Taikoo North--now Miu Miu, Armani Exchange, Montblanc (Montblanc)--and it's hard to invest. A former employee of Swire Properties, who declined to give his name because he was unwilling to comment on his former club, said that luxury brands usually not only consider the location, but also measure whether there are high-end office buildings and luxury hotels around, what are the neighbors are the brand ... In the three-li-tun position, the surrounding environment is "not high-end", even if there is a large number of foreigners in the Embassy district, it does not mean that these people enough to support the spending power. Swire Properties has had to invest in the region to build its first hotel project, the opposite house, which is expected to drive around consumption. This is a rare, pioneer concept of the "boutique Hotel", "kept for a while to heat up." Bradley in the interview repeatedly stressed that the opposite House Hotel in Bei District is very important, when people come to live in hotels, want to go shopping, you can go to Bei District stroll on a lap. Bradley said it was not possible to provide specific data, but he saw that the proportion of people who were staying in the hotel was very high, "the relationship between the hotel and the retail industry is very important, because it is very helpful to retail and has a very good boost to sales." "He has shown that such a practice works well in Hong Kong and therefore has reason to use it in the mainland," he said. Bradley's rhetoric represents his confidence in improving Swire's North district, but he is also worried. Zheng, judging by a professional perspective, said as the Bei District and the south were separated--when people had to walk south and have to wade the bad sanitary trails and face up to the stall vendors--to get to Bei District, "It's like another day in the north," Zheng said, "for Swire, In fact, the north and South districts have become like two projects, and it may take some effort to study the North District project alone, not to say that the Southern District is necessarily good, the consumer is not so recognized, this is a practical problem. "Qi-韡 itself is engaged in consumer goods consulting work, she points out from a consumer and professional point of view that the first back to the north she felt an empty environment," not so welcomed (popular) ", since the burger restaurant" Let's Burger "and next to the coffee shop posing the outdoor table, To make people feel better. And those single-family luxury brand stores, because of the departmentApart from the distance between the brands, it is difficult to suddenly arouse people to see a dazzling range of brands and commodities when the desire to consume. The most troubling thing is that if you come over on a weekend night, it's hard to hit the car without saying that the main problem is traffic jams. When traffic jams are not the biggest obstacle for people who come to eat or drink, they discourage those who want to go shopping by car. So one of the big plays in Swire's upgrades is the hot spot in the north. Zhu Liqi, head of China for the ARQ design company, who has worked with Swire properties for a long while to provide building solutions for Swire projects, said they had a lot of brains about how "two brothers are considered family" for North and south. Bradley said they are relying on constantly adding restaurants and recreational facilities to attract people to the north. With the help of food and beverage to promote popularity has become a lot of shopping malls when the need to kill technology, such as the September 2013 completed the transformation of Beijing Youth Road in the Chaoyang Big Yue City. "Although this is not absolutely true, it represents a certain market phenomenon," Zheng said. "If you don't have a good restaurant, you don't have to go to retail." "Bradley corrects most people's belief that there is always a strong connection between shopping and eating, not just in China, but in human nature," he said. "When you go shopping, you're hungry, you want to eat, or you go to a restaurant, you suddenly see a store you like, and you buy something." "When the benign role of the restaurant became the consensus of the commercial real estate sector, Bradley that the key is not to add restaurants, but to add to the restaurant;" The distinction between cities is not to say that even in the same city, restaurants of different locations must be different. "Our team must analyze demographic results, customer demographics and too inguri positioning, and we have to figure out what restaurants are appropriate for people in the north." "In the North Pacific, there is a special burger restaurant Let's Burger, Beijing's first manga-themed Japanese restaurant Koyama, as well as Beijing's first authentic Italian restaurant isola--fresh exotic flavor." Jeff is one of the partners in Let's group, Hong Kong people, originally engaged in the hardware manufacturing industry, he was a veteran cargo in 2008, the idea of starting a restaurant with friends, in three Li Tun, located in the north-South region of Swire, was 3.3 out of the traditional burger, more suitable for Chinese taste let's Burger. At the invitation of Swire properties in 2010, let's burger moved into Swire North, where the North district was sparsely populated and the restaurant's location was not easy to find, but it was still within 3 months of break-even. In a Felix cartoon T-shirt, gracious Jeff always looks out of the window for their location and needs a floor-to-ceiling window so "The sun will be fine". "We want to make our guests happy," he repeated, "We hope that for the people who come here, eating here is a particularly enjoyable time and there are frames." "He is a quality-conscious person," he said.。 The five-year-long Let's group currently has only three stores in Beijing. Previous 1 2 Next read the full text