E-commerce era catering saves Dongguan commercial real estate?

After a period of rapid expansion, commercial real estate is now generally calm. Whether it is a large complex, office building or pavement along the street, it is generally saturated at present. In the era of e-commerce, experiential and service industries have become the main bearing platforms for commercial real estate. Among them, the catering industry has become the most important industry in commercial real estate investment projects this year. According to the investigation and statistics of relevant institutions, Dongguan is currently in the peak period of catering industry upgrading, and it is also the only bright spot in the cold winter of commercial real estate market. According to industry insiders, the small and scattered catering industry with extensive management can't stand the test of the market. At present, when many manufacturing industries are transforming into service industries, the service industry, mainly catering industry, is saving the commercial real estate in trouble.

Phenomenon 1: the subway exit gathers the catering industry.

A remarkable phenomenon is that where there are subway exits, the original commercial real estate projects are rapidly transforming into catering industry gathering areas. In the past few days, the reporter visited the First International around the subway entrance of Hongfu Road, the Animation City at Xiping exit, and the wanda plaza business district in Houjie (free house viewing). Under the rapid layout of the catering industry, other industries have given way.

In the first international business district, Hongfu Road subway exit, Yifeng Road, Hongfu East Road and many shops and shopping malls, the positioning, investment promotion and promotion of commercial real estate began another round of brand-new layout in anticipation of the opening of the subway.

Xiping subway exit area, the catering industry has developed rapidly. Among them, Xiping Animation Culture City, which has been operating for many years, has existed in name only, replaced by a number of large and medium-sized catering enterprises, forming a catering street as a whole.

The situation of Science and Technology Road, which is separated from Animation City by Dongguan Avenue, is even more prominent. In the section between the center of Jinyu Huafu and Xintiandi, the 300-long shops along the street, after several years of unsuccessful investment and operation, now show the momentum of catering enterprises opening stores in succession. At the core of this so-called future headquarters base in Dongguan, another dining street in Cheng Nan has been formed.

At the exit of Houjie subway, the area led by wanda plaza once again shows the expansion momentum of the catering industry. The staff in charge of investment promotion in wanda plaza revealed that e-commerce is developing rapidly at present, and traditional department stores and daily life sales are declining. Only the experiential and interactive service industry is the key industry to attract investment. The catering industry has a low threshold and is unprofessional, so it has become the primary consideration for many entrepreneurs and self-employed people who open stores to do business.

Phenomenon 2:

Large and medium-sized catering

Enter the commercial complex

As one of the subway exits with the largest passenger flow in downtown area, the commercial real estate around the subway entrance of Hongfu Road is experiencing the biggest format change in history. The most noteworthy is the first international business circle. At present, large-scale catering businesses have settled in, leading to the commercial complex dominated by shopping malls and department stores becoming a large and medium-sized catering gathering area.

Located in the first international fashion electrical appliance city, half of the area has become a dining area. As many as thousands of square meters, the second floor of the once fashionable electrical appliance city has closed down, and more than ten large and medium-sized restaurants have gathered. In order to facilitate the passenger flow after the opening of the subway, First International Property Management Company built an air corridor in the middle of adjacent buildings, connecting previously isolated office buildings with covered bridges, which provided convenience for white-collar workers working in several buildings to directly enter the dining street without going downstairs.

Yifeng Road Business Circle, opposite the International Road, has always served as a restaurant, leisure and street shop for the residents of Huolian community. The completion of Taiwan Province Building and Telecom Building has greatly improved the level of people flow and consumption capacity in this area, and the transformation and upgrading of the catering industry has followed. "It turns out that they are mainly small restaurants, dirty and messy, and their spending power is not high. This situation has led to low facade rent, which is currently changing. " According to the analysis of the property management office of Yifengdu City Plaza, the scale of shops along the street in Yifengdu City Plaza and the proportion of large and medium-sized catering enterprises are increasing.

Phenomenon 3: Animation City turned into a shop and became popular again.

The catering industry is not only eroding the traditional shops and complexes along the street, but also the development of the whole commercial real estate industry is moving in this direction. The catering industry is changing from the original extensive management and small chaos to scale, specialization, refinement and enterprise. After some exploration, some "three old" renovation projects found that the catering industry is just needed for commercial real estate in the future.

Located in Xiping, Chengnan, the Animation City, as the earliest animation industrial park in Chengnan District and the first commercial real estate project successfully operated in Xiping, is gradually becoming a dining street.

Facts have proved that the development of catering industry needs commercial real estate projects like Animation City. For example, Hengli Niuzhuang, a large catering enterprise, used to be located in the suburban junction far from downtown because it needed a lot of space and the rent of shops along the street was too expensive to bear. The positioning of cartoon city, such as relatively low price, convenient parking and high industry concentration, provides conditions for large and medium-sized catering enterprises to transform and upgrade the catering industry.

With the arrival of a number of large and medium-sized catering enterprises, commercial real estate projects such as cartoon city have revived. It took less than two years from the high vacancy rate and low rent to the current popularity. It is reported that the rents of shops near the cartoon city are beginning to be popular.

Professionals:

The way out for commercial real estate lies in the service industry.

Inadvertently, the catering industry, as the largest service industry, is becoming a strong hope for commercial real estate in the city center. Wu Yun, the person in charge of Julong Real Estate, which specializes in commercial real estate investment promotion agency and project operation, said that e-commerce almost monopolized the trade of daily necessities, and this trend will continue and deepen in the future, resulting in almost no future for the traditional business of commercial real estate. The transformation of manufacturing industry with strong economic strength needs to find industry entrance, and some of them are interested in cash flow trading and catering industry with relatively little investment. In the past, the traditional small store business model of catering industry will be cleaned up in this round of market reform. An official of Dongguan Catering Industry Association said that the number of newly opened large restaurants in this city has increased by about 30% this year, which is a rare phenomenon in recent years.

At the same time, there are hidden concerns behind the vigorous development of the industry. "So many large and medium-sized restaurants are swarming, and customers will not increase. In the competition, there will naturally be some eliminated, especially new entrants who don't understand catering. "

In this regard, Huang Wengui, the first person in international real estate, believes that the comprehensive shops, office buildings and shopping malls in the early years have fallen into a comprehensive downturn under the impact of the Internet industry and e-commerce. However, the catering industry has risen strongly in this round of reshuffle. At present, only experiential consumption industry can support small commercial real estate, while catering industry is eternal experiential consumption.

(The above answers were published on 20 16-0 1-27. Please refer to the current actual purchase policy. )

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