Refined operation management of shopping malls
Shopping malls are common buildings in modern cities or towns that combine shopping, leisure, culture, entertainment, catering, display and information, etc. A commercial facility integrating facilities. What is the operation and management of a shopping center? What are the key points of the operation and management of a shopping center? I have brought you relevant knowledge about "operation and management of a shopping center", which may be what you need.
Key points of operation and management of shopping malls
Operation and management of shopping malls: investment first: the success of a shopping center is closely related to the early investment positioning, structural design, and tenant selection. Important relationships
1. Investment positioning: Investment positioning includes the theme positioning of the shopping center, area ratio, rental output ratio, business function ratio, etc.
Shopping malls are divided into three levels based on area and the number of nearby consumers - regional or large shopping malls, with more than 100,000 customers; regional or community shopping malls, with more than 100,000 customers; The number of consumers within the source range is at least 40,000; for local or neighborhood shopping malls, the number of consumers within the customer source range is approximately 10,000. Different levels of shopping malls determine different theme positioning and operation ideas. Based on the surrounding population distribution and volume, Binhe Xintiandi should be classified as a regional large-scale shopping mall. Generally, the area ratio of such shopping malls is 35% for anchor stores, 25% for sub-anchor stores, and 40% for commercial stores. Anchor stores refer to businesses with an area of ??more than 5,000 square meters, such as department stores, large supermarkets, and movie theaters; sub-anchor stores are about 1,300-3,000 square meters, such as home appliance stores, sports plazas, children's game centers, mobile phone stores, etc. etc.; commercial shops are less than 500 square meters.
As for the rental output ratio, 35% of the main store can only account for 15% of the rental output, 25% of the sub-anchor store accounts for 30%, and 40% of the commercial store can only account for 55% of the rental output. In other words, when comparing rents, the secondary anchor stores should be even.
In terms of business format function ratio: In the commercial field, if supermarkets deal in commodities and department stores deal in brands, then shopping malls deal in business formats. As a commercial complex integrating multiple functions, the combination and matching of various business formats in a shopping center are undoubtedly the key to its successful operation. So what kind of "format combination" is the most reasonable?
Generally, the three major formats of retail, catering, and entertainment can be arranged in a ratio of 5:3:2. This is the shopping industry respected Center gold setting proportions. However, these must be adjusted according to local consumption habits and market conditions. For example, in Binhe Xintiandi, the surrounding Hualian, the newly opened Zhongmei Clothing Plaza, Wal-Mart in this project and the newly settled Beiguo Mall, the retail proportion has become more saturated, but the surrounding catering, culture, leisure and entertainment are still relatively small, so we still need to take a differentiated route to complement other retail formats. As the pace of modern life accelerates, neighbors are less likely to interact with each other. Going to a shopping mall is not only a place for leisure and fitness, but also for making friends. This large comprehensive shopping mall allows people to stay for a whole day and at least play a few games. Hour. Why do shopping malls now need to develop more cultural and entertainment content? To put it bluntly, it is to increase people's stay and boost retail sales. In terms of rent affordability, the rent affordability of shopping malls from high to low is for floats and temporary rentals, clothing stores, jewelry and eyewear stores, professional stores, restaurants, anchor stores, and entertainment. But we also have experience from the shopping malls we operated in the early stage. Whichever shopping mall does well in entertainment, leisure, culture and fitness will be popular.
In addition, it is difficult for businesses to have standardized business formats. Even if a new Xintiandi is built in Yangquan, its business format combination will definitely be completely different from today’s Xintiandi, because only differentiated and misaligned operations can create *** *Rong.
2. Shop division
In fact, shop division has a very hidden but scientific aspect in the early stage and operation of the shopping mall. Generally, one person must be on the flow line All shops have a good external display surface, but the total length of the external display surface is fixed. It is a science to place as many shops as possible on a certain display surface. Let’s look at the division of shops in Vientiane City, Binhe Xintiandi There are deficiencies in this aspect when attracting investment, such as the division of shops between China Mobile and Haolunge, and the division of locations by Cavor, which does not allow the prime shops to drive the poorer shops, and at the same time causes more dead shops.
3. Moving line design: There are two famous sayings in business. One is "death across the street." Even if the stores are opened door to door, if the customer flow cannot pass through, the business will be reduced by 30%. These all describe the importance of business dynamics. For shopping malls that have already been built, if some people's flow lines are not smooth, they need to be renovated. For example, the purpose of floor horizontal moving line design is to fully display the space of each store on the same plane so that consumers can easily see the display details in the store. In large shopping malls, it is recommended to use specialty stores or multi-variety stores. To make the special event more compact, if there is an atrium, try to make the shops and signboards face the atrium and face the visual focus to achieve a gathering effect.
The design of the horizontal passage moving lines at each level should also be expressed in a variety of ways. It can be designed as "one" or "ten" rows, or it can be designed as "Y" or "T" or "L" Shapes, etc., as well as rings, a typical example is the shape of IKEA furniture, the purpose is to make consumers visually transparent, so that all stores can achieve the "best", try to have no blind spots, and there should be no blind spots in the blind spots of shoppers. The store has no commercial value, and its circulation design and store separation are also unsuccessful. It is not easy to do this well. It requires continuous efforts from the management and continuous improvement in practice as needed.
In addition, the linear pedestrian passages in shopping malls should not be so long that people give up the idea of ??walking from one end to the other. There must be certain changes, such as IKEA adding express lanes in the middle of very long passages. More user-friendly and convenient.
4. Tenant selection
The shopping mall’s business formats include: anchor stores, specialty stores, temporary rentals, community services, catering facilities, business and leisure, and entertainment facilities. However, different shopping malls of the same business type should choose different tenants.
The tenants of anchor stores and sub-anchor stores must be particular. Some formats are suitable for central business areas, some formats are suitable for sub-central areas, and some formats are suitable for suburbs. In the core business district, building materials and home furnishings are not allowed, and in the suburbs, department stores and jewelry are not suitable. There are business rules in this. There is a lot of knowledge in what location is suitable for building what anchor store. The appropriate business format must be selected according to the address and scale of the shopping center. For example, if you are in a sub-central area, choose emerging business types. If you are in a core shopping district, don't choose a hypermarket. Try to choose a business type with a relatively high rent. In the suburbs, try to choose a popular business type.
Operation-oriented: mainly refers to the unified operation and management of shopping malls, elimination and upgrade of merchants, customer service maintenance, etc.
Unified management refers to the unified operation and management of the entire shopping mall. There are unified standards for image layout, publicity, sales personnel management, merchandise management, decoration design and construction management, shopping guide specifications, etc.
An anchor store is an anchor store, and a brand store is a brand store. Each tenant should have a unique "brand" to impress customers and come back again. Shopping mall leasing and management should try not to introduce uncharacteristic second landlords, which would not be convenient for unified management and would be detrimental to the unified image of the shopping mall. The third floor of Binhe Xintiandi is an example. It covers an area of ??more than 3,000 square meters. It should be a sub-anchor store. It should have its own business philosophy and operation methods, and attract customers through its own unique operations, rather than a simple patchwork of small merchants. Finally, Failure to form one's own competitiveness leads to a vicious cycle. If business is not good, small tenants will complain about the lack of customer flow, but even if there is customer flow, they cannot generate consumption because they are not here for you.
It should also have its own management and clear signs, so that people can tell at a glance what type of shopping place it is, just like going to Suning to buy appliances, and going to Fashion Front to buy fashionable clothes. To use another analogy, even if Suning cannot continue to operate and Gome comes to the market, everyone will know that it is Suning that is failing, rather than feeling that the shopping mall cannot continue to operate, which is not conducive to the unified operation and management of the mall.
The merchants are gradually eliminated: Our investment promotion cannot guarantee that all the merchants we find will survive well, and some may disappear in a short period of time. Generally speaking, before the shopping center opens, In three years, especially in the first year, the dropout rate will reach 30%. The characteristic of small tenants is that they can only survive prosperity but not adversity. They try their best to squeeze in when the business is booming, and pack up and leave when business is not good. However, the advantage of small tenants is that they can withstand rising rents. Therefore, recruiting full business and opening a business does not mean good luck. It may drop by 30 in the first year. After supplementing, it may drop by 20 in the second year. This adjustment is an eternal cycle. In addition, if the merchants are doing well, the mall management should also ensure a 10% elimination rate every year to ensure the freshness and upgrading of the mall.
At the same time, the principle of releasing water and raising fish should be adopted in operation. Because shopping mall operations have long-term characteristics, adopt reasonable rents and high-quality service practices to heat up the entire shopping mall, and then adjust rents appropriately and steadily based on the operating status; in this way, developers and merchants can grow together. The principle of letting go of water and raising fish can be understood as the principle of "build popularity first, then do business".
Customer service and maintenance: The customer service of shopping malls focuses on attracting more customers and making them loyal customers, mainly through humanized and detailed services, such as increasing the number of customers at the service desk. Umbrella rental, baby services, membership services and more.
Shopping center operation management: Planning and building momentum refers to shopping center marketing planning
Shopping center marketing includes holiday marketing, venue marketing, celebrity marketing, anchor store marketing, cultural marketing and other marketing planning. The marketing of all shopping malls achieves different purposes around the different stages of "prosperity - brand promotion - profit".
1. Holiday marketing is a must-have for shopping malls, that is, "big festivals are big and small festivals are small, and there are no festivals." All holiday factors must be explored, such as Spring Festival, National Day, Mother's Day, Children's Day, Tomb-Sweeping Day, Dragon Boat Festival, Valentine's Day, there are also domestic Valentine's Day and international Valentine's Day, etc. Even if there is no holiday, we still need to find ways to organize anniversary celebrations, etc.
2. Cultural marketing is one of the important ways for shopping malls to create personalized brands. Different shopping malls have different cultural marketing methods, such as Tianjin Balitaixin Cultural Plaza, which creates a fashionable Taobao shopping paradise with unique youth original culture through "creative bazaar". Binhe Xintiandi creates a unique leisure, entertainment, summer and fashionable shopping place unique to the mountain city through the "Drink the World Cup, Glory Xintiandi" beer festival and the Dream Challenge and Happy Boys created in cooperation with TV stations.
3. Celebrity marketing: Celebrity marketing is the most effective method for shopping malls to create popularity in the short term. It is suitable for the early stages of shopping center opening to quickly expand popularity, but the cost is also high. During normal operating periods, appropriate arrangements can be made based on shopping mall conditions.
4. Anchor store marketing. Anchor stores are hired to promote and attract people. They have to have promotions every day, every week, and every month. If I don’t do it, I won’t do it. Looking for you, force him to do promotions. Paying money to invite an anchor store to come in is just to let it serve as an archway and attract people to you. If you don’t have this problem, why do you want it?
5. Venue marketing: the indoor atrium of every shopping mall , outdoor plazas are joint nodes in the overall structural layout of shopping malls. Effective use of the above venues to carry out marketing activities can artificially achieve passenger flow diversion.
For example, in the Binhe Xintiandi Commercial Plaza, the passenger flow in the B1 section near Wal-Mart is large, but the passenger flow near B5 is sparse because the department store is not open. Holding auto shows, outdoor performances and special sales in the B3 atrium through the B3 square can effectively transition the passenger flow from the B1 area to B5. Similarly, The central square is an important landscape venue connecting the south and north districts. Increasing the frequency of activities and unique landscapes in the central square to cultivate customers' patronage habits will have an immeasurable effect on the investment and operations of the north district.
Shopping center operation and management: shopping center property management guarantee
Shopping center property management is an important part of the shopping center operation, providing an important guarantee for the operation of the commercial plaza, and also a shopping center It is an important guarantee that hardware facilities can operate safely, normally and economically.
The level of property management can most directly reflect the ability of shopping center operation and management. It is one of the important factors for the continuous appreciation of commercial plaza properties. It is inseparable from investment promotion, operation and planning.
Property management is an important part of cost control. Management work involves a wide range of matters and professional fields, ranging from buildings and equipment to the maintenance of flowers and trees. They are all professional work in various fields. It is not something that ordinary developers can undertake independently, and some of the work even requires entrusting professional companies to assist. A good asset can be used for 10 or 20 years. For example, an elevator can theoretically be used for 10 years. If you use it well, it can be used for 15 years. These 5 years are earned back. How many elevators are there in a shopping mall? This maintenance work is Very important.
Operation and management of shopping malls: Management methods of property-based shopping malls
Lease and sale control
The most ideal and best model for commercial real estate is to only rent but not Sales, unified planning, unified operation, and unified management; however, due to China's imperfect financial policy on commercial real estate and developers having no financing channels, they implemented separate sales of shops to realize the withdrawal of funds, resulting in the separation of ownership and operation and management rights. This is also a Chinese characteristic. It is unrealistic to avoid sales and talk about only leasing but not selling. However, how to achieve a balance between leasing and selling, which can not only ensure the return of funds but also enable the healthy development of shopping malls, is the most discussed in the industry. There are many projects in Tianjin that are sold without unified leasing. For example, Bafang Yuanming in Tanggu and Chinatown in the development zone have been built for five or six years and are still empty. If the rental and sales control of a shopping center can control the sales within 50, it will be better for the project leasing and operation.
Leaseback management
As for post-sale and leaseback, the current leaseback period in the industry is generally 3-10 years. The rate of return on leaseback is between 6-10. Leaseback management generally sets a unified lease-back period before opening. After opening, as the business formats are enriched and adjusted, adjustments need to be made based on operating conditions. The rent-back policy is closely related to the rent unit price, sales unit price, and incremental years. For example, Taolehui, a fashion shopping hypermarket planned to be developed in the Binhe Xintiandi project, has a rent-back policy based on the business characteristics of the tenants.
Docking management
After the sale, regardless of whether it is rent-back, owner-operated or rent-for-sale, it will eventually return to the owner’s docking management. For example, with a five-year leaseback, the shopping mall will basically take shape within five years. After five years, except for a few important stores, tenants and owners will basically be able to connect on their own. The management company, as the developer's operating management organization, is transformed into a pure property and commercial management company, responsible for all owners or owners committees that may be formed at that time. However, due to the anchor stores, the largest owner of a general shopping mall is still the developer, unless the anchor stores are sold out as a whole. The owner's docking should pay attention to time misalignment. In order to avoid the failure of docking, which will lead to large-scale demolition, the end time of the lease return and the owner's docking node must be arranged in a time difference. When Tianjin Aocheng Commercial Plaza was contacted by the owners in 2008, one of the districts was cleared and returned to the owners. This district is still not in operation, but the other districts have done better due to the time difference. When returning more than 80% to the owners, tenants and owners have been arranged to do it themselves. Docking, business operations have not been affected.
Looking at the operation and management of shopping malls from the perspective of elevator operation
On July 26, an escalator accident occurred in Anliang Department Store in Jingzhou, Hubei Province, resulting in the death of one person. Elevator safety management has once again become the focus of attention.
Live video showed that when the upper pedal of the escalator failed, the escalator did not stop running, leading to the tragedy of "swallowing people". In today's shopping malls everywhere, in the face of huge passenger flow, in addition to excellent equipment quality and good brands, how can the operation of elevators and other equipment ensure safety and reassure consumers?
Located in Yinchuan Jianfa Dongfanghong Plaza, the core of Xinhua Business District, is the most popular and profitable commercial complex in Ningxia, with a passenger flow of 40,000 to 60,000 people during holidays. In order to ensure the safe operation of the equipment in the square, Jianfa Group has established a special team to compile equipment operation management standards and procedures, conduct strict inspections, entrust a professional company to maintain the escalators every half month, and conduct regular inspections with the Autonomous Region Mechanical and Electrical Special Equipment Safety Inspection Institute every year. , achieving zero accidents in equipment operation in the past 10 years.
The Jianfa Dayue City, with a total construction area of ??840,000_, covers a population of 20 million within a 500-kilometer radius and has hundreds of escalators. In order to provide consumers with a safe, comfortable and high-end shopping environment, C&D Group carefully selected and installed elevator equipment from Schindler Elevator, the world's largest escalator manufacturer and the world's second largest elevator supplier. At present, the first batch of 38 escalator equipment has been installed on site.
In order to meet the installation quality requirements of international standards, Schindler Group dispatched three technical managers to the site to track the construction progress of Dayue City in the early stage. Schindler also specially purchased a batch of brand-new lifting tools such as traction ropes and locks to ensure the quality of elevator installation. Dayuecheng's equipment operation team is also currently following the progress of the elevator installation throughout the entire process, laying a solid foundation for the safe operation of the equipment in the future.
In the later operation and management of Dayue City, C&D Group will adhere to the concept of "Satisfaction lies in C&D", serve with higher standards, international vision, serve with heart, and use mature experience to On the basis of establishing a professional team to manage the operation of equipment, Dayue City will be built into a smart shopping mall where people can feel safe and comfortable.
Related articles on the operation and management of shopping centers:
1. What is the operation and management of a shopping center?
2. What are the operating characteristics of a shopping center
3. Several aspects of the operation and management of service companies
4. How the parking lot is operated and managed
5. Wanda commercial real estate model