Wanda plaza, wanda plaza, Chengdu

On June 22nd, 2007, wanda plaza, Jinhua Road, the first large-scale complex of Chengdu Wanda, was grandly opened. Its international and modern "one-stop" urban life circle immediately appeared in front of Chengdu citizens, and the commercial pattern of Chengdu gradually changed. "Visiting Wanda" has become the most fashionable new term in Chengdu population. ...

When Jinhua Road wanda plaza appeared in the form of a super-complex shopping mall, it successfully introduced large-scale main stores such as Ito Yanghuatang, Wan Qian Department Store and Wanda International Studios, and introduced the world's top 500 catering brands such as McDonald's and KFC and more than 200 well-known merchants in an indoor boutique pedestrian street of nearly 20,000 square meters, attracting more than 300,000 consumers every day, with a total consumption of nearly one million.

Wanda plaza, Chengdu has developed a unique shopping center suitable for Chengdu. What is the secret of its success? 1. Advanced business model-super complex shopping center

Chengdu wanda plaza is a masterpiece of Wanda Group's rich experience in integrating many previous residential and commercial projects, and it is a typical representative of Wanda's third-generation commercial real estate-urban complex. The planned land area of wanda plaza is 1 16 mu, with a total investment of 2 billion yuan and a total construction area of about 400,000 square meters, including commercial plaza180,000 square meters, and more than 40,000 square meters of boutique office buildings and serviced apartments. As a super-complex shopping mall in the east of the city, wanda plaza integrates various formats and architectural forms such as international department stores, large supermarkets, leisure restaurants, international cinemas, fashion fitness, indoor boutique pedestrian streets, etc. To the greatest extent, it meets the all-round and diversified needs of urban people for commercial facilities and services.

2. Excellent geographical location-it is located in the East Fifth Section of the Second Ring Road.

Wanda plaza, Chengdu is located at the intersection of East Fifth Section of Second Ring Road and Xincheng Renlu, Jinjiang District, Chengdu. It is adjacent to Planning Road in the south, Second Ring Road in the north and Laochengren Road in the west. Located at the gateway of the "middle-class city east" into the city center, the location advantage is very obvious.

3. Convenient transportation-a transportation network extending in all directions

The transportation network extending in all directions around wanda plaza, Chengdu, Chengdu-Chongqing Expressway and Chengnan Expressway cross the east of the city, becoming the golden road that runs through Chengdu-Chongqing Economic Belt and northern Sichuan: the planned subway lines 2, 3 and 4 meet here; The bus route is very fine.

4. Wide radiation area-654.38+0 million people concentrated.

Who will eventually pay for the commercial economy? There is no doubt that consumers are of course. The radiation population of wanda plaza in Chengdu exceeds 1 10,000, and the floating population is nearly 200,000. Surrounded by famous markets such as Wangjianglou, Donghu Park, Shahe Park and Centennial Sichuan University, it integrates large-scale finance, business office, comprehensive business, education and scientific research, leisure shopping and tourism culture. There are more than 20 recently developed large and medium-sized buildings, two universities and original living quarters around, with a radiation population of over 300,000.

The timely rise of Chengdu wanda plaza quickly filled the large-scale commercial gap in the eastern part of the city, and then Chunxi Road built a new urban commercial center, and its success gave the best sample to shopping mall.

Jinhua Road in Chengdu is located in the fifth section of the Second Ring Road in Chengdu. It is in Chengdu, where the east is poor and the west is expensive, and the south is rich and the north is chaotic. Many years ago, Dongcheng was a poor and chaotic city. Nowadays, when low-rise residential buildings are completely replaced by high-grade residential buildings, wanda plaza, Jinhua Road, Chengdu has also completed its own transformation.

From community to city

When Jinhua Road wanda plaza opened in 2007, there were low-end residential communities around, and there were no commercial office buildings. Now, Vientiane City, Sun Hung Kai World Trade Center, Korea Lotte Department Store and Wangfujing Department Store rank second ... A large number of commercial facilities have settled in the east of the city. Various commercial centers have begun to gather around wanda plaza, and a fashion business circle centered on wanda plaza has been formed. Therefore, today's Jinhua Road wanda plaza has changed from a community family to a trendy city, and has become synonymous with "quality life and urban fashion".

At that time, when wanda plaza of Jinhua Road positioned himself, he already knew that in the urban planning of Chengdu, the future east of the city had been defined as "the east of the middle class". This means that the crowd around Jinhua Road and wanda plaza will be high-end customers in the future. Based on this, wanda plaza, Jinhua Road introduced Ito Yanghuatang department store and supermarket, which were also targeted at middle and high-end consumers, and abandoned Wal-Mart supermarket, which might be more suitable for residents in surrounding communities at that time.

Chen Hongtao, general manager of Chengdu Regional Commercial Management Company, recalled this important decision made by Jinhua Road wanda plaza, and said, "With the changes of customers, markets and urban planning, the positioning of the commercial center is gradually changing. When positioning the business center, the vision must be advanced and forward-looking. When positioning, many companies often adjust their positioning according to existing market research. In my opinion, this method is backward. The positioning of the business center should be considered in two or three years or even three or five years. Because the investment promotion adjustment of the square generally takes three years as a cycle, according to the existing customer base, you will find that the adjusted customer base has changed and will always follow the needs of the customer base. But if we focus on three to five years, we will always be ahead. Of course, leading the market is not leaving the market, but leading the market. "

It is the forward-looking orientation of Jinhua Road wanda plaza that allows us to see this elegant and natural change.

frequently

What has Jinhua Road wanda plaza brought to Chengdu and Chengdu people in the past three years? International facilities matching international cities, a real one-stop shopping center, and a brand-new Wanda lifestyle. Yes, these things were brought to this city and its residents by wanda plaza, Jinhua Road. In the process of Chengdu's continuous internationalization, the presence of wanda plaza is an important starting point for its international supporting construction.

There is a slogan in wanda plaza, Jinhua Road: "28 hours a day, every day is a weekend." Because here, you can quickly switch between eating, drinking and having fun without traveling, saving customers thousands of hours; You can find the feeling of shopping here without waiting for the weekend. In this way, the square enhances the image of the city and subverts the lifestyle of residents. Then, it changed the relationship between the square and the residents of this city in the name of culture.

In the planning activities of Jinhua Road wanda plaza, there are two main lines: "culture" and "promotion". Because Wanda people believe: "Promotional goods can only bring temporary happiness and satisfaction to consumers, but cultural marketing brings spiritual pleasure and enjoyment to everyone. The cultural experience is in Wanda, and this memory is lifelong. "

At the end of 2008, during the 30 years of reform and opening up, the government's online publicity activities were in full swing, but there was no activity among the people. How to combine grand themes with citizens' lives? Wanda plaza, Jinhua Road held the "30 Years of Reform and Opening-up-Old Chengdu Exhibition", which made use of the memories of Chengdu people, such as old houses, old games and old photos. Coincidentally, in 2009, when the whole country celebrated the 60th anniversary of the founding of People's Republic of China (PRC), the activities of "Gathering Wanda, Watching J- 10, and Promoting National Power" were also held close to the heartstrings of Chengdu people. The iconic fighter J-0/0, which was unveiled at the 60th National Day military parade, was designed and produced by Chengdu Aircraft Design and Research Institute, and many of its pilots were also selected from Chengdu. Wanda plaza of Jinhua Road skillfully found the key point of combining hard theme with soft theme-localization.

The governments of Jinhua Road, wanda plaza and Chengdu and the Foreign Affairs Office jointly organized a series of customs week activities, and these activities are also planning activities with distinctive cultural themes. Taiwan Province scenery at the end of 2008, China-Japan cultural exchange week in early 2009, Thailand amorous feelings week in mid-2009, Korean tourism culture recommendation week in mid-20 10, and Israeli culture week at the end of 20 10. ...

Since 2008, the "Biennale Festival" held every year has come all the way, but under the same theme, it is full of innovations of colleagues in Jinhua Road and wanda plaza. 20 10 "Gemini Festival" interacted with Chongqing wanda plaza, and walked out of a single store for the first time; In 20 1 1, we will expand to this area and interact with Xi 'an wanda plaza. This is probably the secret of an activity that can continue to maintain vigorous vitality.

In this way, under the guidance of the cultural marketing idea of "cultural promotion and two-line parallel", wanda plaza won the hearts of Chengdu people with her unique cultural penetration, customer attraction and affinity.

From performance to quality

The planning activity of wanda plaza on Jinhua Road is successful, and the shops on Jinhua Road have achieved good results in a good atmosphere. Singer Jinhua Store, Wanda Studios Jinhua Store and Wanda Studios Jinhua Store are all in the forefront of their respective systems, and Wan Qian Department Store Jinhua Store is also in the top three, and it is expected to make a profit this year. Other merchants also praised Jinhua Road Commercial Management Company. During the Wenchuan earthquake in 2008, wanda plaza, Jinhua Road offered one-month rent-free concessions to tenants. At present, many small decorations in the square are arranged by merchants so that they can make the overall atmosphere layout. On the one hand, the environment of merchants naturally extends outward and plays a propaganda role; On the one hand, it benefits commercial management companies.

Jinhua Road wanda plaza has maintained a collection rate of 100% since its opening, and paid close attention to the collection quality. By allowing merchants to make money and enhance brand value, they can pay rent on their own initiative, on time or even in advance, thus achieving a high-quality collection rate. At the same time, the tenant's rent payment will be recorded in detail as one of the bases for future investment adjustment.

How to make businesses make money and enhance brand value? This, of course, is inseparable from the accurate market positioning of Jinhua Road and wanda plaza. In investment promotion, the combination of format, brand and category should conform to this positioning. In addition to introducing Ito Yanghuatang department store and supermarket, the KTV discount for big singers introduced at the opening ceremony is the first large-scale discount KTV in Chengdu, the first large-scale video game city for big players, the only high-end cinema with double VIP rooms, and wanda plaza on Jinhua Road is also the first plaza for large-scale catering. These combinations shocked Chengdu at that time, and even today, they are still quite competitive.

Nowadays, Jinhua Road wanda plaza is not short of popularity, and traffic jams around holidays have even become a heart disease for local authorities. Wanda plaza, a mature Jinhua Road, has passed the initial stage of operation of "increasing talents first, then increasing wealth", and no longer simply pursues the growth of passenger flow. Effective passenger flow and customer unit price have become the focus of its attention. In order to attract core customers, wanda plaza Jinhua Road has made great efforts in investment quality, management quality and environmental quality. The opening of the first Ou Shili collection store in China is a representative of improving the quality of investment promotion. The 65,438+0,000-square-meter brand collection store has been decorated with the fifth-generation brand image design scheme of Ou Shili. Cooperative marketing activities with banks and automobile brands are the marketing strategy of precision marketing of Plaza, because the members of products such as banks and automobiles are consistent with the customer base of Plaza. The square's control, protection and requirements for hardware facilities can even be described as harsh. Many new business centers will look old, but wanda plaza is still as beautiful as new today. Recently, wanda plaza, Jinhua Road, has just completed the ceiling decoration. Here, every replaced floor tile needs the general manager's personal inspection. It is through the three-pronged measures that Jinhua Road wanda plaza attracts real high-quality passenger flow and turns it into genuine sales.