Home stores may give way to the mall. Yesterday, the reporter learned from the Red Star business of Red Star Macalline, Red Star Business may realize the plan to open 100 Aegean shopping centers in 2020 by transforming some Red Star Macalline home stores. Che Jianxin, chairman and CEO of Red Star Macalline Group, said, "The company may have plans in this area and is currently under study." The brewing and turning mall reporter saw at the 15th China Chain Store Exhibition that Red Star Business is setting up a booth to attract investment. The person in charge of the Red Star commercial site investment said that 60% of the 100 Aegean shopping malls opened by Red Star Business in 2020 will be completed through the transformation of the Red Star Macalline Home Store. At the same time, in addition to the Red Star Pacific Theater and Yunshang Tribe Golf Club as standard, the other three private brands of the Red Star, “Little Paradiseâ€, “Rose Sky Street†and “Tianhe Wedding Code†will also be embedded in the corresponding shopping centers. . Last month, the Beijing Aegean Shopping Center, built by Red Star Business, opened. The shopping center does not have a department store format and introduces a 20,000 square meter dining area. Che Jianxin told reporters that due to the special Beijing, the Beijing Aegean Shopping Center, which is currently open, uses leased properties, but the company hopes to open shopping malls through self-sustaining properties in other cities. There are still internal differences in positioning. The above-mentioned person in charge of the investment said that Red Star Business only opened a shopping center in Beijing's Fifth Ring Road. However, it is more difficult to acquire land. The home store properties are all self-sustaining and mostly in mature business districts, so some home stores will be transformed. Become a shopping center. Beijing Business Daily reporter learned from Red Star that in the cities with Red Star Macalline Home Furnishings, if the selling place is mature, the land premium is high, and the home store may be withdrawn in the future, so that the shopping center will be stationed. “Because Red Star Macalline has a good brand awareness and visits the home market for many purpose consumers, it will put the exiting home store on the outskirts.†Although the idea has not yet been planned, Red Star Macalline But there are also different voices. A senior executive of Red Star Meikailong said that the Aegean Shopping Center needs to have a 3-5 year incubation period. The home store operation is very mature and has good profitability, and it is unlikely to give way. A person close to the Aegean Shopping Center also said that the Aegean Shopping Center, which is currently open, has almost zero investment in January-February this year. The transition must be extra cautious. According to Guo Zengli, director of the China Shopping Center Industry Information Center, the home store is a forward-looking property. As the level of urbanization increases, the regional store location becomes a prime location for a comprehensive shopping mall. However, Guo Zengli believes that the business model ultimately reflects the level of profitability, and forcing some home stores that are in mature locations and profitable to be transformed into shopping centers is not in line with market rules. Guo Zengli said that the Oriental Homeland had also tried to transform the shopping mall in the home market, but it ended in failure. Liu Xiangdong, deputy dean and professor of the School of Business of Renmin University of China, also believes that although the general trend is that shopping malls have a higher appreciation space, Red Star Business needs to be carefully reformed based on multiple factors such as the atmosphere of the commercial outlets, transportation, and surrounding residents. “The trend is so but the single store transformation is not necessarily suitable.†According to Wang Yongping, vice president and secretary general of the China Commercial Real Estate Alliance, the profitability of the home store is gradually declining, and the cost of renovating the home store is lower than that of reclaiming the mall. “Home stores are declining year by year, not suitable for growth, and the demand for shopping centers is increasing. If Red Star makes strategic adjustments at this time, it will be forward-looking judgments.†RET Ruiyide Executive Director Zhang Jiapeng said that Red Star When doing business in the home market, Meikelong also has a certain channel of business operation experience, which is superior to the general developer directly in the shopping center.
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