Clustered Shopping Center: New Shopping Mall In Nancheng, "Shopping In T3"

In the newly opened shopping mall at the end of last year, Intel IKEA has been developing for 5 years, and is located in the shopping center of Xihongmen, Daxing District, which is located outside the South Fourth Ring Road.

"According to our monitoring data, the clustered Shopping Center opened with a nearly full rental rate." Zhang Ying, managing director of Beijing and North China, said H&M and many others. Fast fashion brand It was introduced into Chengnan for the first time.

Development operator IKEA digital provides digital display in Xihongmen. Shopping Mall The commercial area is 210 thousand square meters, and there are 4 main stores -- IKEA, Auchan, Suning Appliance and Jinyi cinema. From the perspective of the area, IKEA occupies 51 thousand square meters, and the rest area is composed of nearly 400 merchants. The goal is to build a "Super Regional one-stop shopping center".

On the afternoon of January 20th, the reporter took the subway from China World Trade Center. After 45 minutes, he arrived at Xihongmen station on line 4, and there was a corridor in the subway leading directly to the two level of the shopping mall. There are 3 floors on the floor as shopping malls, and 3 on the ground floor. The mall provides free internet access to WiFi and free parking spaces, and also provides a treasure park amusement park service.

The "big" gathering is amazing. Without shopping, the reporter takes 8-10 minutes from the mall to the other. At 7 o'clock that night, a young man was riding on a motorcycle on the first floor of the shopping mall, and the body was marked with "public security patrols". Some major brands H&M The area of forever 21 is very large.

For many local residents, after the opening, they filled the gap of "no shopping mall". But reporters see that consumers are more shopping, buy less, bag rate is low, hot is catering, shopping malls themselves also focus on catering brands, almost 30% of the total. "The new shopping mall is too big. When shopping, it feels like wearing a down jacket at T3 airport in Beijing." Mr. Dong, who lives in Xihongmen, said that after gathering, they often go to dinner and watch movies.

Xie Jingyu, director and director of Gao Li International Research Division, said that as a regional shopping mall, there is little problem. But to become a "Super Regional Center" similar to Xidan, we can see the aggregation power of the latter.

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"The trend of suburbanization of new shopping malls is becoming more and more obvious." Davies, director of research and consulting department of the first Pacific Research Institute, said there were 8 shopping centers opened in Beijing in 2014, and 4 out of 5 new projects opened in December in the suburbs. There will be 11 new projects entering the market in 2015, and the suburbanization of new shopping malls will become the biggest trend.

Insiders say that the suburbanization of the new shopping mall has filled the gap of the commercial development in the suburbs, and on the other hand, it is facing difficulties in attracting investment. Some brands are worried about the lack of customers and unwilling to enter new shopping malls, while shopping centres attract tenants with preferential rents and subsidies. This makes the opening of shopping malls better, but also brings greater pressure for later operation.

Zhang Ying, managing director of Jones Lang LaSalle, Beijing and North China, said that the new shopping malls had better rental conditions. For example, Tongzhou's Wanda Plaza and Daxing Xihongmen gathered at nearly full rent signing rates, and the long Ying Ying Street, Chaoyang's regular business, also made a 85% signing rate.

In the homogenization competition, the most important concern is hung Kun Plaza, which is 15 minutes away from the shopping mall. Hong Kun Plaza Shopping Center official said that 32% of the items were catering, 20% were supermarkets, 18% were children's formats, and the rest 30% were entertainment and shopping. It is reported that Hong Kun has invested more than 1 billion 200 million yuan for the shopping center.