Key points of shopping center operation management: investment first: whether a shopping center is successful or not has an extremely important relationship with the investment orientation, structural design and tenant selection in the early stage.
1. Investment orientation: Investment orientation includes theme orientation, area ratio, rental/sale ratio, format and function ratio of shopping centers.
Shopping centers are divided into three grades according to the area and the number of surrounding consumers-(1) regional or large shopping centers, with more than 65,438+10,000 consumers in tourist areas; (2) regional or community shopping centers with at least 40,000 customers; (3) For local or neighborhood shopping centers, the number of consumers in tourist areas is about 654.38+0.00000. Different levels of shopping centers determine different theme positioning and operation ideas. According to the surrounding population distribution and volume, Binjiang Xintiandi should belong to a regional large-scale shopping center. Generally, 35% of such shopping centers are used for head offices, 25% for secondary head offices and 40% for commercial stores. Main stores refer to formats with an area of more than 5,000 square meters, such as department stores, large supermarkets, cinemas, etc. The second head office 1300? About 3000 square meters, such as electrical appliances city, sports square, children's game city, mobile phone city, etc.; Commercial shops are under 500 square meters.
As for the proportion of rental output, 35% of main stores can only account for 15% of rental output, 25% of secondary main stores account for 30%, and 40% of commercial stores account for 55% of rental output. In other words, when matching the rent, the second head office should be bundled.
From the functional proportion of the format: in the commercial field, if supermarkets operate commodities and department stores operate brands, then shopping centers operate formats. As a multifunctional commercial complex, the combination of various formats of shopping centers is undoubtedly the key to its successful operation. So what? Format combination? Is it the most reasonable?
Under normal circumstances, the three major formats of retail, catering and entertainment can be roughly laid out in the ratio of 5: 3: 2, which is the golden setting ratio of shopping centers respected by the industry. However, these must be adjusted according to local consumption habits and market conditions. Take Binhe Xintiandi as an example. The retail proportion of Hualian and Zhongmei Clothing Plaza in the vicinity, Wal-Mart and Northland Mall in this project has become saturated, but the surrounding catering culture and leisure and entertainment are still relatively few, so it is necessary to take a differentiated route to complement other retail formats. With the accelerated pace of modern life, the communication between neighbors has been ignored. Therefore, going to the shopping center can not only relax and keep fit, but also make friends. This large shopping mall can make people stay for a day, at least a few hours. Why do shopping centers need to develop more cultural and entertainment content now? To put it bluntly, it is to increase the detention period of people to boost retail. As far as rent tolerance is concerned, the rent tolerance of shopping centers from high to low is float and temporary rent, clothing store, jewelry and optical store, specialty store, restaurant, head office and entertainment. However, we also have the experience of shopping centers operated in the early stage. Which shopping center does well in entertainment, leisure culture and fitness will be popular.
In addition, it is difficult for business to have a standardized format. Even if a new world is built in Yangquan, its business combination will definitely be completely different from today's new world, because only differentiated and misplaced management can make * * * brilliant.
2. Berth division
In fact, in the early stage and operation of shopping centers, the division of stores has a very hidden but scientific side. It is generally necessary to ensure that all shops on a pedestrian flow line have a good outreach surface, but the total length of the outreach surface is fixed. It is a science to place as many shops as possible on a certain exhibition surface. Looking at the division of shops in Vientiane City (see the picture below), Binjiang Xintiandi has some shortcomings in attracting investment, such as the division of shops in China Mobile and Haolunge.
3, dynamic line design (transformation): there are two famous sayings in business, one is? Die across the street? One side of a street is on fire and the other side is dead; One more sentence? 30% short? Even if the door is open next door, the passenger flow can't pass, and the business is 30% worse. All these illustrate the importance of commercial activities. In view of the completed shopping center, some people need to rebuild it if the flow of people is not smooth. For example, the purpose of floor horizontal moving line design is to fully display the space of the shop on the same plane, so that consumers can easily see the display details in the shop. In large shopping centers, it is suggested to use monopoly stores or multi-variety stores to make special events more compact. If there is an atrium, shops and signboards should try to open to the atrium and face the visual focus to achieve the gathering effect.
There are also many dynamic line design methods for horizontal channels at all levels, which can be designed as? Ten? Well, it can also be designed as? y？ (such as Vientiane City) or? TL？ Shape and so on. And the ring, a typical example is the shape of IKEA (see the picture below), which aims to make consumers' vision transparent and all stores can realize it? * * * Good? There are no blind spots as far as possible. Shops in shoppers' blind areas have no commercial value, and their dynamic design and store separation are also unsuccessful. It is not easy to do this well, and it requires the continuous efforts of management and continuous improvement in practice as needed.
In addition, the pedestrian walkway in the shopping center should not be too long, so that people forget the idea of walking from one end to the other. There should be some changes, such as IKEA adding a fast lane in the middle of the long walkway, which is more humane and convenient.
4. Tenant selection
The format of shopping center includes: head office, specialty store, temporary lease, community service, catering facilities, business and leisure facilities. However, the same shopping center with different formats should choose different tenants.
The tenants of the head office and the deputy head office are carefully determined, some formats are suitable for the central business district, some formats are suitable for the sub-central area, and some formats are suitable for the suburbs. In the core business circle, you can't engage in building materials and home furnishing, and it is not suitable for department stores and jewelry in the suburbs. There are business rules. There is a lot of knowledge about where the head office is built. We should choose the appropriate format according to the address and scale of the shopping center. For example, in the sub-center area, choose emerging formats. If you are still in the core circle, don't choose a hypermarket. Try to choose a format with higher rent and try to gather popular formats in the suburbs.
Operational type: mainly refers to the unified management of shopping malls, the elimination and upgrading of merchants, and the maintenance of customer service.
Unified management refers to the unified management of the whole shopping mall, and there are unified standards for image layout, publicity and business personnel management (clothing, appearance, commuting time, etc.). ), commodity management (import and export control, restricted commodity inspection, return and exchange processing, etc. ), decoration design and construction management, shopping guide specification.
The head office is the head office, and the brand store is the brand store. Every tenant must be unique? Brand? Impress customers and come back again. The leasing and management of shopping malls should try not to introduce non-characteristic second landlords, which is not convenient for unified management and is not conducive to the unified image of shopping malls. The third floor of Binhe Xintiandi, with more than 3,000 square meters, is an example. It should be a secondary head office. We should have our own business philosophy and operation mode, and attract passengers through our own unique operation, rather than simply patchwork by small merchants. In the end, it did not form its own competitiveness, leading to a vicious circle. Small tenants will complain that there is no passenger flow when their business is not good, but they can't form consumption with passenger flow because it is not for you. It should also have its own management and obvious signs, so that people can see at a glance what kind of shopping place this is, just like going to Suning to buy home appliances and going to the front line to buy fashion clothes. For another example, even if Suning can't do it, there will be a Gome. Everyone knows that Suning can't do it, instead of thinking that this shopping center can't do it, which is not conducive to the unified management of shopping malls.
Phasing out businesses: We can't guarantee that all the businesses we find will live well, and some of them may disappear in a short time. Generally speaking, the falling rate of shopping centers will reach 30% in the first three years, especially in the first year. The characteristic of small tenants is that they can only * * prosper and cannot * * * suffer. When there is a fire, they try their best to squeeze in and leave when business is bad, but the advantage of small tenants is that they can bear the rising rent. Therefore, it is by no means good luck to recruit businessmen and start a business. It may drop by 30% in the first year, and it may drop by 20% in the second year after the completion. This adjustment is an eternal cycle. In addition, if the merchants live well, the mall management should also ensure the annual elimination rate of 10% to ensure the freshness and upgrading of the mall.
At the same time, the operation should adopt the principle of releasing water to raise fish. Due to the long-term characteristics of shopping center operation, reasonable rent and high-quality service are used to heat the whole shopping center, and then the rent is adjusted appropriately and stably according to the operating state; So that developers and businesses can grow together. The principle of releasing water to raise fish can be understood as? Become popular first, then do business? The principle of.
Customer service and maintenance: The focus of customer service in shopping centers is to attract more customers and make them loyal customers, mainly through humanized and subtle services, such as adding umbrella borrowing, baby service and membership service at the service desk.
Shopping center operation management: planning and publicity refers to the marketing planning of shopping centers.
Shopping center marketing includes holiday marketing, venue marketing, star marketing, head office marketing, cultural marketing and other marketing programs. The marketing of all shopping centers revolves around? Wang Chang promotes brand profit? This different stage achieves different goals.
1, holiday marketing is a necessary skill for shopping centers, namely? The big section is bigger than the small section, and there is no integrity? We should dig out all holiday factors, such as Spring Festival, National Day, Mother's Day, Children's Day, Tomb-Sweeping Day, Dragon Boat Festival, Valentine's Day, and Valentine's Day also includes domestic Valentine's Day and international Valentine's Day. If there are no festivals, try to hold anniversary celebrations and so on.
2. Cultural marketing is one of the important ways for shopping centers to build personal brands. Different shopping centers have different cultural marketing methods, such as Tianjin Balitai New Cultural Square. Creative market? Such as creating a unique fashion Taobao shopping paradise and original youth culture. Binjiang Xintiandi Pass? Drink the World Cup and glory the new world? Oktoberfest and cooperation with TV stations to create dreams, happy teenagers and so on. Create a unique shopping place for leisure, entertainment, summer vacation and fashion in the mountain city.
3. Star marketing: Star marketing is the most effective way for shopping centers to create popularity in a short time. It is suitable for the rapid expansion of the popularity of shopping centers in the initial stage of opening, but the cost is also high. During normal operation, it can be arranged according to the situation of the shopping mall.
4, head office marketing, the head office just wants it to promote and attract people, you have to make it promote sales every day, every week and every month, without me, I will find you and force him to promote sales. Paying the head office to come in is to turn it into a memorial archway, just to attract your popularity. You don't have this problem. Why do you want it?
5. Site marketing: The indoor atrium and outdoor plaza of each shopping center are the joints in the overall structural layout of the shopping center. Effective use of the above venues and marketing activities can artificially realize passenger flow transfer. For example, there is a large passenger flow near Wal-Mart on the section B 1 of Xintiandi Commercial Plaza on the riverside, but the passenger flow is scarce near B5 because the department store is closed. Holding auto show, outdoor performance and special sale in B3 atrium of B3 Plaza can effectively transfer the passenger flow of B 1 to B5. Similarly, the central square is an important landscape place connecting the north and the south. Increasing the activity frequency and unique landscape of the central square and cultivating customers' patronage habits have an inestimable effect on the investment promotion and operation in the north.
Management of Shopping Center: Property Management Guarantee of Shopping Center
The property management of shopping center is an important part of shopping center operation, which provides an important guarantee for the operation of commercial plaza and the safe, normal and economic operation of shopping center hardware facilities.
The level of property management can directly reflect the ability of shopping center operation and management, and it is one of the important factors for the continuous appreciation of commercial plaza property, which can not be separated from investment promotion, operation and planning.
Property management is an important part of cost control. Management involves a wide range of matters and professional fields, from buildings and equipment to the maintenance of flowers and trees, which are professional work in various fields and cannot be undertaken by ordinary developers independently. Some work even needs to be entrusted to a professional company for assistance. A good asset can last for 65,438+00 years and 20 years. For example, in theory, elevators can be used for 10 years. If used well, it can be used for 15 years. These five years have been earned back. How many elevators are there in a shopping mall? This maintenance work is very important.
Operation and management of shopping centers: measures for the administration of property shopping centers
(a) leasing and sales control
The most ideal and best mode to do commercial real estate is to rent only and not sell, unified planning, unified operation and unified management; However, due to the imperfect financial policy of commercial real estate in China, developers have no financing channels, so the separation of sales shops is implemented to realize the withdrawal of funds, which leads to the separation of ownership and management rights. This is also a characteristic of China. It is unrealistic to avoid selling and talk about renting or not selling, but how to balance renting and selling can not only ensure the return of funds, but also make the shopping center develop healthily, which is the most discussed in the industry. Many projects in Tianjin are sold without unified lease, such as the Eight Roads Yuanming in Tanggu and the Chinatown in the development zone, which have been built for five or six years and are still empty. If a shopping center can control its sales within 50%, it will be better for project leasing and operation.
(b) leaseback management
As for leaseback after sale, leaseback in the industry is generally 3- 10 years at present. The return rate of leaseback is between 6%- 10%. Lease-back management generally sets a lease-back period before opening. After opening, with the enrichment and adjustment of business formats, it needs to be adjusted according to business conditions. The leaseback policy is closely related to the unit price of rent, the unit price of sales and the number of years of increase. For example, Taolehui (a pseudonym), a fashion shopping center planned by Binhe Xintiandi, is a leaseback policy based on the operating characteristics of tenants.
(3) Docking management
After the sale, whether it is the return of rent, the owner's own operation, or the sale by rent, it will eventually return to the owner's docking management. For example, after five years of renting back, the shopping center will basically take shape. Five years later, except for a few important shops, tenants and owners basically have to dock themselves. As the operation and management organization of the developer, the management company will be transformed into a pure property and commercial management company, and will be responsible for all the owners or owners' members that may arise at that time. However, because it is the head office, the biggest owner of the general shopping center is the developer, unless the head office stores are sold as a whole. Owners should pay attention to the dislocation of time when docking. In order to avoid the large-scale withdrawal of shops caused by docking failure, a time difference should be arranged between the end time of leaseback and the docking node of the owner. In 2008, when the owners of Tianjin Aocheng Commercial Plaza docked, one of the communities was completely vacated (terminated with the merchants) and returned to the owners. So far, this area has not been operated, but other areas are doing well because of the time difference. More than 80% of them have arranged for tenants and owners to dock themselves when returning to the owners, and their operations have not been affected.
Talking about the Operation and Management of Shopping Center from the Elevator Operation On July 26th, an escalator accident occurred in Anliang Department Store in Jingzhou, Hubei Province, causing 1 death. The safety management of elevators has once again become the focus of attention. The live video shows that when the pedal above the escalator fails, the escalator does not stop running, resulting in? Swallow people? Tragedy At the moment when shopping centers are blooming everywhere, in the face of huge passenger flow, besides excellent equipment quality and good brand, how to ensure the safety of elevators and other equipment and reassure consumers?
Jianfa Dongfanghong Plaza, located at the core of Xinhua Business Circle in Yinchuan, is the most popular and profitable commercial complex in Ningxia, with 40,000-60,000 passengers on holidays. In order to do a good job in the safe operation of square equipment, Jianfa Group set up a special group, formulated the management standards and procedures for equipment operation, conducted strict investigation and inspection on escalators, entrusted professional companies to maintain escalators every half month, and regularly visited the autonomous region electromechanical special equipment safety inspection institute for inspection every year, realizing zero accidents in equipment operation in 10 years.
Jianfa Joy City, with a total construction area of 840,000 ㎡, radiates 20 million people within 500 kilometers, and has hundreds of escalators. In order to provide consumers with a safe, comfortable and high-end shopping environment, Jianfa Group carefully selected and installed the elevator equipment of Schindler Elevator, the world's largest escalator manufacturer and the world's second largest elevator supplier. At present, the first batch of 38 sets of escalator equipment have been installed on site.
In order to meet the installation quality requirements of international standards, Schindler Group sent three technical managers to track the construction progress of Joy City. Schindler also specially purchased a batch of brand-new hoisting tools such as traction ropes and locks to ensure the installation quality of elevators. Joy City's equipment operation team is also following up the elevator installation progress in the whole process, laying a solid foundation for the safe operation of equipment in the later period.
5. Will Jianfa Group persist in the later operation and management of Joy City? Are you satisfied with swordsmanship? With higher standards, international vision and dedicated service, and on the basis of mature experience, we will set up a professional team to manage equipment operation and build Joy City into a comfortable and intelligent shopping center for ordinary people.
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