Shopping centers are common buildings in modern cities or towns, and they are commercial facilities that combine shopping, leisure, culture, entertainment, food and beverage, exhibition and information facilities. What is the operation and management of a shopping center? What are the key points of the operation and management of shopping centers? I brought you the "shopping center operations management" knowledge, which may have you need.
Shopping center operation and management points
Shopping center operation and management: investment in the first: the success of a shopping center, and the pre-investment positioning, structural design, tenant selection has an extremely important relationship
1, investment positioning: investment positioning, including the theme of the shopping center, the area ratio, the rental output ratio, the industry function ratio, and so on.
Shopping centers are divided into three levels according to the area and the number of consumers in the vicinity - regional or large-scale shopping centers, the number of consumers in the source range of more than 100,000; regional or community shopping centers, the number of consumers in the source range of at least 40,000 or more; local or neighborhood shopping centers, the number of consumers in the source range of about 10,000 or so. Different levels of shopping centers determine different thematic positioning and operational ideas. Riverside Xintiandi, according to the distribution of the surrounding population and volume, should belong to the regional type of large-scale shopping centers, such shopping centers in general, the area ratio of 35% of the main store, 25% of the secondary main store, 40% of the commercial stores. The main store refers to the area of more than five thousand square meters, such as department stores, supermarkets, movie theaters and other types of business; secondary anchor store is about 1300-3000 square meters, such as home appliance city, sports plaza, children's game city, cell phone city, etc.; commercial stores is less than 500 square meters.
For the rental output ratio, 35% of the main store can only account for 15% of the rental output, 25% of the secondary anchor store accounted for 30%, 40% of the commercial stores to account for 55% of the rental output. That means that when rationing rents, the sub-anchor stores have to break even.
Style function ratio: in the commercial field, if the supermarket is operating the goods, department store is operating the brand, then the shopping center is operating the mode. As a collection of a variety of functions of the commercial complex, shopping centers on a variety of modes of combination, collocation, is undoubtedly the key to determining the success of its business. So what kind of "business combination" is the most reasonable?
Generally speaking, retail, catering, entertainment, three major sectors can be roughly in accordance with the ratio of 5:3:2 arrangement, which is respected by the industry shopping center gold setup ratios. But these should be adjusted according to local consumption habits and market conditions, such as the Riverfront Xintiandi, the surrounding Hualian, and just opened the Zhongmei Apparel Plaza, the project within the Wal-Mart as well as just stationed in the North Mall, the proportion of retail has been saturated, but the surrounding food and beverage culture, leisure and entertainment is still relatively small, so we need to take a route of differentiation, and the formation of complementary to the rest of the retail sector. With the accelerated pace of modern life, the neighborhood sparse, then, to the shopping center, not only can leisure, fitness, but also make friends, this large-scale integrated shopping centers can let a person stay a day, at least a few hours to play. Why do shopping centers nowadays need to develop more cultural and entertainment content, to put it bluntly, it is to increase the period of people's stay to pull retail. In terms of rental affordability, the shopping center rental affordability from high to low for floats and temporary rental, clothing stores, jewelry and glasses stores, specialty stores, restaurants, anchor stores, entertainment. But we have experienced from the early operation of the shopping center, which shopping center entertainment, leisure and cultural fitness to do well, which shopping center on fire.
Additionally, it is difficult to have a standardized business, even in Yangquan and then build a new world, the combination of its business and today's Xintiandi is sure to be completely different, because only differentiated mismatch operation to **** life **** glory.
2, store division
In fact, store division in the shopping center of the preliminary and operation have a very hidden but very scientific aspects, generally to do a person flow line all the stores have a good external display surface, but the total length of the external display surface is fixed, to be placed in a certain display surface as many stores is a science, to see the Vientiane City's Store division, Binhe Xintiandi in the investment in this regard there are deficiencies, such as China Mobile and good Lengo store division, Kaiwo location division, that is, did not let the gold store to play on the poorer store pull, while causing more dead store.
3, dynamic line design: business has two famous saying, one is the "death of the street", a street on one side of the fire, the other side of the dead street; there is also a sentence is "one step worse than 30%", even if the door next to the door store, but the flow of customers can not get through, poor business is one step! Difference of thirty percent. These all describe the importance of commercial lines. For the shopping center has been built, for some people flow line is not smooth, it is necessary to carry out the transformation. Such as the floor of the horizontal dynamic design is to make the same plane of the store space on the full display, so that consumers can easily see the store display details, in large shopping centers, it is recommended that the use of specialty stores or multi-species stores to make the special field more compact, if there is an atrium, to make the store and signboards as much as possible to face the expansion of the atrium, facing the visual focus in order to achieve the effect of aggregation.
Horizontal levels of the channel dynamic design form of expression should also have a variety of ways, can be designed as a "one", "ten" rows, can also be designed as a "Y" or "T". "T" "L" shape, etc., there is a ring, a typical example is the shape of IKEA, the purpose is to make consumers visually permeable, so that all stores to achieve "**** good". Try to do without blind spots, in the blind spot of shoppers in the store is no commercial value, its line design and store separation is also unsuccessful. To do a good job of this is not easy, and requires management to work hard and according to the need for continuous improvement in practice.
Additionally shopping center pedestrian straight channel should not be so long as to discourage the idea of walking from one end to the other, there should be a certain change, such as IKEA in the middle of a very long channel to increase the fast track, more humane and convenient.
4, tenant selection
Shopping center industry composition includes: anchor stores, specialty stores, temporary rental, community services, food and beverage support, business and leisure, entertainment facilities. However, different shopping centers should choose different tenants for the same industry.
The tenants of the anchor store and the secondary anchor store are determined to pay attention to, some of the industry is suitable for the commercial center, some of the industry is suitable for the sub-center area, some of the industry is suitable for the suburbs. In the core business district, can not engage in building materials, home furnishings, in the suburbs is not suitable for department stores, jewelry, there are business laws. In what position is suitable for building what anchor store, this is a deep learning, according to the address of the shopping center and the size of the selection of the appropriate industry. For example, in the sub-center area on the selection of new business, if the core Shang circle, do not choose the big box stores, as far as possible to choose the higher rent business, and in the suburbs, try to choose the popularity of the business.
Operation-oriented: mainly refers to the mall's unified business management, tenant elimination and upgrading, customer service and maintenance.
Unified management refers to the entire mall unified management, for the image of the layout, publicity, management of sales staff, commodity management, decoration design and construction management, shopping guide norms and so on have a unified standard.
The main store is the main store, brand store is a brand store, each tenant should have a unique "brand" to give customers the impression of repeated visits. The mall lease and management as far as possible not to introduce no characteristics of the second landlord, that is, it is not convenient to unify the management of the mall's unified image is also unfavorable. Riverside Xintiandi 3 layer, is an example, an area of more than 3,000 square meters, should be a sub-primary stores, should have their own business philosophy and mode of operation, through their own unique operation to attract traffic, rather than simply a patchwork of small businesses, and finally did not form their own competitiveness, leading to a vicious circle, small tenants will complain about bad business no traffic, but with traffic can not be formed to consume because It's not for you. The same should have their own management and obvious labeling, so that people can see at a glance what type of shopping place, like going to Suning is to buy home appliances, go to the popular front is to buy fashionable clothing. Another analogy, even if Suning can not do, will come to a Gome, we also know that Suning is not good, rather than feeling that the shopping center can not do, is not conducive to the unified management of the mall.
The gradual elimination of commercial tenants: we can not guarantee that all the investment to find commercial tenants can be very good survival, some are likely to disappear in a very short period of time, in general, the first three years of the opening of the shopping center, especially the first year of the drop store rate will reach 30%. Small tenants are characterized by only *** prosperity is not possible *** suffering, fire when trying to squeeze in, business is not good roll cover on the go, but the advantage of small tenants can afford to constantly raise the rent. Therefore, the recruitment of full business, opened the business by no means means means great fortune, the first year may fall 30%, replenished up, the second year may fall 20%, this adjustment is a perpetual cycle. In addition, if the tenants are alive and well, the mall management should also ensure that the elimination rate of 10% per year to ensure that the mall freshness and renewal.
At the same time, the operation should adopt the principle of letting the water feed the fish. Because the shopping center operation has long-term characteristics, the use of reasonable rents and quality service practices, the entire shopping center for the heat, and then according to the operational status, appropriate and steady adjustment of rents; so that the developers and tenants can grow together. The principle of letting the water feed the fish can be understood as the principle of "doing popularity first, and then doing business".
Customer service and maintenance: the customer service of the shopping center focuses on attracting more customers to come, and make them become loyal customers, mainly through the humane and subtle details of the service, such as service desk to increase the number of umbrellas to borrow, baby services, member services and so on.
Operation management of shopping centers: planning to create momentum refers to the shopping center marketing plan
Marketing of shopping centers includes holiday marketing, venue marketing, star marketing, main store marketing, cultural marketing and other marketing plans. All of the shopping center marketing are around the "prosperous field - enhance the brand - profit" at different stages to achieve different purposes.
1, holiday marketing is the shopping center's killer, that is, "the big festival over the small festival over the small festival, no festival to create a festival over the" to all the factors of the holidays are tapped out, the Spring Festival, National Day, Mother's Day, Children's Day, Ching Ming Festival, Dragon Boat Festival, Valentine's Day, Valentine's Day, Valentine's Day, there are domestic Valentine's Day and the International Valentine's Day, and so on. There is no holiday also want to think of an anniversary celebration and so on.
2, cultural marketing is one of the important ways to shape the personality of the shopping center brand. Different shopping centers have different ways of cultural marketing, such as the Tianjin Balitai New Culture Square, through the "Creative Bazaar" to create a unique youthful original culture of fashion Taobao shopping paradise. Binhe Xintiandi through the "drink the World Cup, the glory of Xintiandi" Beer Festival and cooperation with the TV station to create the dream of the big rush, happy teenagers to create a unique leisure, entertainment, summer and leading the fashion of the mountain city's shopping place.
3, star marketing: star marketing is a shopping center in the short term to create popularity of the most effective way, suitable for shopping centers at the beginning of the opening, to quickly expand awareness, but also high costs. In the normal operation period, according to the mall can also be arranged moderately.
4, anchor store marketing, the anchor store is invited to give it to do publicity, to attract people, you have to let it every day, every week, every month to engage in promotions, no I have to look for you, forcing him to do promotions. Spend money to invite the main store to come in is to let it be a house of cards, is to give you the popularity of the recruitment, you do not have this problem, why do you want it?
5, site marketing: each shopping center's indoor atrium, outdoor plaza are shopping centers in the overall structure of the layout of the joints in the joints, the effective use of the above sites, marketing activities can be artificially achieve the transfer of passenger flow. For example, Riverside Xintiandi Commercial Plaza, B1 section of Wal-Mart near the regional traffic and B5 near the department store is not open due to the scarcity of traffic, through the B3 Square car show, outdoor performances and B3 Atrium Sale can be effective in the B1 regional traffic to B5 transition, the same center of the plaza as the connection between the southern and northern areas of the important landscape site, increase the frequency of central plaza activities and the unique landscape to cultivate the customer's The patronage habits of the North District investment and operation has an inestimable role.
Operation and management of shopping center: property management guarantee of shopping center
Property management of shopping center is an important part of the operation of the shopping center, which provides an important guarantee for the operation of the commercial plaza and an important guarantee that the hardware facilities of the shopping center can be operated in a safe, normal and economic way.
Property management level can be the most direct reflection of the shopping center's ability to operate and manage the commercial plaza property is one of the important factors in the continued appreciation of the value of the investment, operation, planning is an organism is inseparable.
Property management is an important part of cost control, management work involves a wide range of matters and professional areas, ranging from buildings and equipment, as small as the maintenance of plants and trees, are all areas of professional work, non-general developers can undertake independently, some of the work or even the need to commission a professional company to assist. A good asset, can be used for 10 years, 20 years, such as elevators on the theory is to use 10 years, you can use a good use of 15 years, the 5 years is to earn back, a shopping mall has how many elevators, the maintenance work is very important.
Operation and management of shopping centers: the management of property rights shopping centers
Lease and sale control
Doing commercial real estate is the most ideal and best model is to rent but not for sale, unified planning, unified operation, unified management; but based on the soundness of China's commercial real estate financial policy, developers do not have access to financing, they will be the implementation of the division of the sale of stores to achieve the return of funds, resulting in the separation of ownership and operation and management rights. Ownership and management rights to implement the separation. This is also a Chinese characteristic. Avoiding sales talk about only rent and not for sale is not realistic, but how to achieve a balance between rent and sale, both to ensure the return of funds and enable the healthy development of shopping centers, is the most discussed in the industry. Tianjin has a lot of projects are sold out without unified leasing, such as Tanggu's Eight Square Yuanming, Development District of Chinatown have been built five or six years are currently all still empty. A shopping center rent and sales control if you can control the sales within 50% will be better for the project leasing and operation.
Leaseback management
On the leaseback aspect, the current industry leaseback is generally 3-10 years. The rate of return is between 6%-10%. Leaseback management before the opening of the general uniformly formulated a leaseback period, after the opening of the industry with the richness and adjustment, need to be adjusted according to the operating conditions. Rent policy and rent unit price, sales unit price, incremental years are closely related, such as the riverfront Xintiandi plans to carry out the fashion shopping hypermarket - Taoluohui is based on the tenant's operating characteristics of the rent policy.
Docking management
After the sale, no matter which way of rent return, owner-operated or rent in lieu of sale, it will ultimately return to the docking management of the owner. For example, 5 years of rent, 5 years of shopping centers are basically shaped, 5 years later in addition to some important stores basically to let tenants and owners of their own docking. The management company as the developer's operation and management organization changed to a pure property and commercial management company, responsible for all owners or may produce owners' committee at that time. However, because of the anchor store, the largest owner of a typical shopping center remains the developer, unless the anchor store stores are sold out as a whole. Owner docking to pay attention to time dislocation, in order to avoid docking failures lead to large-scale withdrawal of stores, the end of the rent and owner docking node to arrange time difference out. Tianjin Ao Cheng Commercial Plaza in 08 years when the owners docking, one of the district all empty back to the owners, so far the district is still not operating, but the other district due to the time difference to do a better job, more than 80% have been arranged in the return to the owners of the tenants and owners of their own docking, the commercial operation has not been affected.
Operation management of shopping centers from the operation of the elevator
July 26, Hubei Jingzhou Anliang department store escalator accident, resulting in one death. The safety management of the elevator has once again become the focus of attention. On-site video shows that when the escalator above the pedal failure, the escalator did not stop running, resulting in "swallowing" tragedy. In shopping centers everywhere at the moment, in the face of huge traffic, in addition to the quality of equipment and good brand, elevators and other equipment operation how to ensure safety, do let consumers rest assured?
Located in the core of Yinchuan Xinhua business circle C&D Oriental Red Square, is the most popular in Ningxia, the best benefit of the commercial complex, holiday traffic up to 4-6 million people. In order to do a good job of the square's safe operation of equipment, C&D Group set up a special team, the preparation of equipment operation and management standards and procedures, strict inspection, commissioned by a professional company every half a month on the escalator maintenance, annual docking autonomous region of mechanical and electrical safety inspection of special equipment inspection, to achieve the operation of the equipment in the past 10 years, zero accident.
The total construction area of 840,000_ C&D Grand Parade City, radiating 20 million people within 500 kilometers around, has hundreds of escalators. In order to provide consumers with a safe, comfortable and high-end shopping environment, C&D Group has carefully selected and chosen to install the elevator equipment of Xunda Elevator, which is the world's No.1 escalator manufacturer and the world's No.2 elevator supplier. At present, the first batch of 38 sets of escalator equipment has arrived for installation.
In order to meet the international standard installation quality requirements, XunDa Group has sent three technical managers to track the construction progress of the Grand Parade City. XunDa also purchased a batch of new traction ropes, locks and other lifting tools to ensure the quality of the elevator installation. The equipment operation team of Big Read City is also following up the progress of the elevator installation, laying a solid foundation for the safe operation of the equipment at a later stage.
Bar vIn the later operation and management of the Big Read, C&D Group will uphold the concept of "satisfaction in C&D", with higher standards, international vision, heartfelt service, and set up a professional team to manage the equipment operation based on mature experience, so as to make the Big Read a safe and comfortable intelligent shopping center for the people.
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