According to Dongguan Announcement, a week ago (March 27th), the construction ceremony of the trade decomposition body of Dongguan Binhai Plaza, Mixc Village, was officially held.
According to Dongguan Announcement, Wanxiang Binhai Shopping Village is the first name of the fourth product line of China Resources Land (1109. HK) after the three major product lines of Wanxiang Township, Wanxiang Hui, and Wanxiang Qiankun. The total repair area of this project is about 100000 square meters, with the aim of striking a trade landmark in Dongguan and even radiating to the Greater Bay Area.
From the perspective of the trade space plan, it is said to be inspired by The Village in Lyon, France, and positioned as a micro vacation, domestic style, and coastal style.
Specifically, the block will feature functional areas such as a structured amusement park, sandbank, sunset observation deck, creative market, catering, as well as interactive check-in areas. Brand attraction points, the layout of Wanxiang Binhai Shopping Village introduces over 200 brands, covering domestic famous products, outdoor activities, wholesale and other business formats.
Dongguan Announcement stated that the project is currently ceasing excavation work for foundation pits and is expected to achieve the main structure cap by the end of 2024. It will be put into operation and put into operation by 2025.
From the current layout, it can be seen that this name actually belongs to the non-standard trade category of the “Vientiane system”, which is a non scale trade category that is not related to the products of the three major conventions of Vientiane.
Regarding this, relevant personnel from the Vientiane Department have confirmed to Jiedian News that this is a new exploration by China Resources. The name will not be widely promoted after the construction, and the pace should be slowly followed.
Earlier, in March 2023, Dongguan announced that the first complex shopping experience and diverse spatial interaction new outlet decomposition, Binhai Plaza, is located south of Dongwan Road and north of Binhai Bay Road in the Jiaoyi Bay area. The total area of repair points for the project is approximately 245000 square meters.
Looking back, the previously mentioned Wanxiang Binhai Shopping Village is a part of this name. But Dongguan Fangdian has also leaked an important piece of information. This name is the breakdown of Outlet, which means that the fashionable factory discount shop occupies the main business.
From an astronomical perspective, Binhai Square is located on the southwest side of Chang’an Town, Dongguan. To the southeast of the name is Shenzhen Bao’an Airport and the center of Shenzhen Huipu, with driving intervals of 30 kilometers and 60 kilometers respectively. To the west, it faces Guangzhou Nansha across the sea.
However, despite its unique coastal advantage, the surrounding facilities are still not perfect, with certain intervals between Dongguan and Guangzhou Shenzhen rural areas. Dongguan Binhai New Area aims to rely on mature trade entities to attract talents and settle down, but also places great emphasis on the ability to land in the future.
Generally speaking, non-standard names mean scaling up, constructing and renovating the central paradigm of trade. Based on this, non-standard names require higher investment costs and a deeper spatial perspective to support them.
Among the top trading real estate developers in China, there is already a non-standard item that is self issued.
In September 2023, Shanghai Longhuahui, a trade name controlled by Shanghai Vanke and managed by Inli Shanghai, officially launched its business. Longhua Temple, the oldest and largest temple in Shanghai, is adjacent to Longhua Hui. The Longhua Temple Fair is held here every year before and after the Qingming Festival, as a conservative and civilized program for many Shanghainese.
According to a report by the “Tien Daily”, on the day of the closure of the Shanghai Longhua Festival, the market and several famous opera performers jointly built a Longhua stage, restoring the pear garden stage with a conservative ancient wooden structure, and performing multiple operas on site. The decoration of the trading body also incorporates elements of Longhua Temple Fair and Beijing Opera.
Among the rich trade formats in Shanghai, there are still a few trading entities that focus on the silver haired economy, and the statement of Shanghai Longhua Association has caused some stir.
On March 24th, Ding Liye, the chairman of Yinli Group, explained at an industry forum that there are a lot of elderly people with silver hair in Shanghai, who have different levels, expenses, and time. It happens to be at 10am or 3pm in the afternoon, which is the coldest time in our (customary) market.
Now Longhua Association has been losing business for half a year, and Ding Liye has leaked the information. He has not yet reached the goal of repaying the internal situation, but his goal is to lose money.
In addition, Zheshu Trading, a subsidiary of Zheshu Innovation Group (0754. HK), is about to lose its first new product line besides going to Zheshu Plaza, Zheshu Hui, and MOHO – Beijing Super Extreme Zheshu Hui.
According to the introduction from Guo Cong, the total repair area of Beijing Chaoji Zheshuhui, located in Changze District, Beijing, is approximately 460000 square meters. This is twice the size of the Binhai Square mentioned earlier, and belongs to a super large trade integration body.
Beijing Chaoji Zheshuhui has a 16 meter deep indoor diving hall, a large pump path garden of about 3000 square meters, and indoor and outdoor climbing facilities. In terms of astronomical status, this name is located outside the North Fifth Ring Road and adjacent to the Shuming Superstition Park in Zhongguan Village.
However, just being big is not enough. Zhao Zeshu, Co President of Zheshu Trading Group, stated at the forum that the new name will incorporate the essence of the current trendy lifestyle, such as some metaphorical names. “We are also working very hard to test whether we can transform from a trading real estate operator into a substantial service provider, or a supply that consumes a lot of energy.”
But the time of Beijing’s super extreme discount exchange has been dragging on. On March 29th recently, the market once again announced its closure and rescheduling. The name party is still testing various sound and light equipment. At that time, it will be folded down to the eastern region, and a space of 300000 square meters will introduce more than 500 brands.
Yesterday (April 2nd), “Beijing Changze” announced on Weibo that Beijing Super Extreme Shuhui will definitely open its doors on April 18th.
In fact, it is particularly meaningful to ignore the “standardization” system when dealing with established trading real estate developers.
Guo Cong, especially represented by the Wanda Group as an industry benchmark, advocates a range based, standardized, and large-scale investment form. The same trade style facilitates brand dissemination and can also create inertia among consumers.
But at present, it is unwise to rely solely on expanding to compete for the market. Managing and operating high-quality assets has become an important issue that every trading real estate developer must focus on.
According to data released by Huike Cloud, there were a total of 6233 shopping centers in China in 2023, with an average of one shopping center for every 230000 people. The action reference, with a total repair point of 460000 square meters, radiates and consumes more than 2 million mature teeth in the layout of Beijing’s super extreme folding and maturing hub.
Ding Liye, Chairman of the Yinli Group under Vanke (00000 2. SZ), exaggerated during the forum, “The most important event for us in 2024 is to manage our own quality and assets. We focus on operations, interaction and communication with consumers.”
Wang Lei, Executive Director and Vice President of China Resources MixC Shuhuo (1209. HK), revealed that China Resources also has some self operated ice rinks and shadow villages, and is currently operating a bookstore. Along with the landing of the shard management personnel, the first high-end self operated (name) is also in the testing process. However, whether the self operated route can be localized or not, it must be a high-quality growth route.
Wang Lei expressed that the current trade entities with different constitutions, large, medium, and small, are rebuilding an unprecedented mature system of Chinese trade with their own vitality, providing consumers with more diverse consumption choices and the ability to freely adjust, greatly suppressing the trade market.
Ruian New Qiankun (full name “Ruian New Qiankun Co., Ltd.”), which was originally involved in non-standard trade and specialized in the old transformation of township and city trade, has now become a tool for old established enterprises to further their education. Ruian’s proudest old renovation product – Shanghai New Qiankun, has been a trade landmark that Shanghai cannot afford to neglect since its closure in 2001 and has undergone multiple rounds of protection and rehabilitation.
In addition, there is a new generation of trade and real estate representatives – loss shop groups, from TX Huaihai in Huangpu, Shanghai to THE BOX Chaowai in Chaoyang, Beijing, all positioned as “young energy consumers”, subverting conservative trade perceptions from the perspective of Generation Z.
“I hope that in uncertain markets, everyone can maintain a strategic orientation and walk their own path well,” said Wang Lei.
At the end of 2023, China Resources MixC has officially reached the milestone of “100 MALL”. As a result, by the end of 2023, China Resources had 101 shopping centers under its management, with the number of luxury shopping centers increasing to 13; The central shopping center cashed in wholesale sales of RMB 181.2 billion throughout the year, an increase of 43.3% year-on-year.