How Does Wuhan Star City Do Experiential Business?

How to do experiential commerce has become a common topic and difficult problem for commercial real estate in China.

Experiential commerce originated in Japan.

Many businesses in China are copying Japan's commercial development 20 years ago.

And the domestic experience type commercial projects are represented by Joy City, the Mixc, water tour city, fragrant grassland, happy coast, Shanghai K11, Ruian "heaven and earth" department, etc.

The essence of experiential business is that people who enter the business are happy and you succeed.

In Wuhan, there is a star city.

This is the best project for Wuhan local developers to do experiential business up to now.

None of them.

The first year of operation began to make money.

Under the trend of "traditional commercial death", what are the secrets of Wuhan, which is concentrated in the shopping center? What is the profit of this shopping center? Why does it feel different every time they enter the star city?

Introduction to Wuhan Star City: Star City is located in Wuhan Xudong business district, and the first theater type eco shopping center in Central China.

The commercial area of the 100 thousand party, with youth fashion and family consumption as a customer orientation, will create the best child care center in Central China, covering children's retail, children's services, children's entertainment and other children's brands.

The project was formally opened in October 1st last year.

If you want to make a profit, you should persuade your boss to throw money first.

Star City is a commercial project developed by Fuxing and Fitch.

For a city like Wuhan, ordinary developers are sold for business, and quickly return the funds.

A lot of people in the industry are very curious: the operator of star city is how to persuade Fuxing's big boss to invest money in the project.

"If we want to change money, we need to live first.

Only when we live, can the fund companies invest and finally realize the realisation of the project.

Your input, I can help you earn all the money you invested. "

In the North Canton, developers for self possession property, invested in hot business, has long been mentally prepared.

In Wuhan, developers do not have such knowledge.

Even with this understanding, there is no such strength.

"We have had a fall before we change.

Five or six years ago, the shop was robbed all day.

But now, as a responsible developer, a developer who wants to develop, we need to invest more money.

"

Many people want to know.

The profit model, I use Ma's view to answer: a good project model, do not tell others.

You can't tell anyone if you have a gold pot under your bed.

Good mode is explored.

Successful people often say they don't know how they succeed.

Leaders' vision, bosom and strength are the most important.

No fall, no star city.

The roundabout way of star city is our best textbook.

Making money is not a goal, but a result.

The sense of experience permeates every corner and detail of the shopping center.

For a year, Star City has been studying customer psychology.

They found that 30% of the people in the shopping mall just went to play in the stars.

But these players, the word of mouth effect brings consumption.

In every entrance of Star City, there is a face recognition system.

Every day records the number of customers entering the store, the number of men and women.

Including the time to stay in front of each store.

The turnover of each store and the degree of customers' affection for the store.

These big data are used as parameters for their selection of merchants.

Here, people feel relaxed and happy.

The interior of the building was built by Japanese architects.

The interior is green.

A colleague's friend found a detail: when it opened, there was no glass curtain wall inside the building.

At that time, he suggested that the energy consumption of Star City would be huge.

Now, when I go again, I find that glass curtain walls are installed inside.

"Especially in Wuhan, which is especially cold in winter and especially hot in summer.

This small detail also shows that Fuxing Hui Yu is a strong learning and digestion company.

Activities bring people flow.

In November 21st, in the star city's Christmas lighting ceremony, there were more than 80 thousand visitors a day.

Precise positioning is the survival rule of shopping centers.

"What kind of customer do you want to be?" this is the first thing that shopping centers should consider.

Star City, eco shopping center, targeting 20 year old -30 year old consumer group (happy city location is 18-35 years old).

They like to be at ease.

Group star city consumes this group of people.

No big road.

Many older people can't find a shop in the stars.

In addition to catering.

This is also related to its positioning.

Because you are not the target group of this city at all.

This group of people, every 1.5 kilometers, goes to the star city every day, and more than 3 kilometers every week.

Xu Dong, who sells the products around the project, has always taken the position of "big and complete".

At the other end of the Yangtze River Bridge, the latest commercial "one side" of Wuhan world is located in the light of luxury and petty bourgeoisie.

The location of Star City and Wu Guang and Hang Lung Plaza is also different.

The shortage of business talents is a common problem encountered by shopping centers.

Compared with the same volume of business, there are more than 100 managers in the Star City, and 11 departments are set up to serve the shopping mall.

There are only 40 business managers in Han Street Wanda Plaza.

It is the high configuration of this industry that makes star city run smoothly.

The landscapes of the stars are all handled by professional companies.

Open architecture space, large energy consumption, waterscape open, high operating costs; more star and activity companies, do warm field activities.

The people who are shopping are happy and the merchants are happy.

Developers have to pay more, is Star City really stupid?

"Even after the increase in operating costs, we made money in the first year of operation.

If we don't do this, we will be eliminated by the future business pattern.

It can only be a closed box.

Shopping only.

Now, the brand differentiation of shopping centers is no longer the core competitiveness of shopping malls.

Star City is now one of the business lines of Fuxing and Fitch.

In Hanyang, a star city will also be built according to local conditions.

It is totally different from Xu Dong's star city.

Combined with the "high mountain and flowing water" of Hanyang and the characteristics of the three plots of the project, an artificial river was excavated on the negative level of Hanyang Star City, running through three plots as the initiative line of the project.

The two and three floors are car parks.

Of the three plots, the a block is the ancient street of the Ming and Qing Dynasties, and the B block represents the present box, and C represents the concept of the new tide in the future.

According to the value of the land, the other two commercial lines of good reputation are: the time zone block, the business form is a one, the community business, is after sale back and rent.

As a friend of a developer summed up, the difference between Fuxing Hui reputation and other pformation business developers is that they are passive pformation, the difference is that Fuxing is active trading, while other developers are passive operators.

As a shopping center, star city is not the center of shopping, but the center of family gatherings, the center of leisure and catering, and the center of relaxation and comfort.

It is actively building life scenes and establishing emotional connections.

There is also a question that many people are interested in. "How can developers withdraw from business?"

Fu Xing Hui said they had arranged ahead of schedule.

There is no answer yet.

Like the fund companies, they are more concerned about the sustainable development of business, rather than the rent return.

Their logic is that they must first do well in business and continue to develop.

It's not too late to quit.