Can Nanjing International Plaza Shopping Center Take A New Turn?

Before and after 2010, Morgan Stanley quit, and Nanjing International Plaza took over by P, a subsidiary of Sinochem Group in 2013.

In 2014, Nanjing International Plaza Shopping Center recently masked to start a comprehensive renovation and upgrading.

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< p > reporters understand that the decoration will last until next year. Most of the shops in the shopping center have been closed, leaving some restaurants and movie studios still operating normally.

In 2013, the Nanjing International Plaza project was bought by Fang Xing real estate for 816 million yuan and gained 51% stake, while Fang Xing real estate is a real estate company affiliated to Sinochem Group.

After the pformation of Nanjing International Plaza Shopping Center, it will be renamed Jin Mao Hui. It will be positioned as a luxury brand from the high-end luxury goods.

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< p > industry insiders say that high-end consumption in Nanjing is concentrated in Xinjiekou, and it is difficult for other business circles to compare.

After the opening of the Nanjing Plaza Shopping Center, the location of the high-end shopping center was not popular, and the internal design was not appropriate and the agglomeration effect didn't happen.

As for whether we can usher in a new turning point after decoration, we still need to look at the operation mode of Jinmao Hui.

But because this is the intervention of central enterprises, funds should not be worried.

Modern Express reporter Cai Wang Wang Lihang Wen / photo < /p >

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< p > < strong > internal decoration, the restaurant is still open. < /strong > /p >

< p > June 23rd afternoon, the reporter came to Nanjing International Plaza shopping center to see that the middle podium had been blocked up and the workers were carrying the escalator out of the shopping mall.

A security helmet worker told reporters that the Nanjing International Plaza is going to be upgraded, repositioned and reinviting.

At the end of May this year, the decoration is expected to end next year.

The post decorated renderings show that the Nanjing International Plaza Shopping Center will create a new shopping plaza, locating in "light luxury, heavy fashion, taste and joy".

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< p > during the renovation, many restaurants and cinemas in the shopping center are still open.

Reporters arrived at Nanjing International Plaza Shopping Center on the morning of June 24th.

"Decoration also has an impact on us, such as noise and dust pollution. The decrease in people's traffic is not obvious, and the number of people watching is reduced by about 5%."

6 floor UME International Movie City official said.

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Nanjing P store, which is surrounded by four seas and 7 floors, has been blocked up and posted notices that it has formally suspended business since June 13th.

After calling the four seas and one store in Nanjing, the reporters learned that the four seas and one family suspended business for one year, and it is not yet clear when the business will start.

Near eleven o'clock noon, there were few customers in the Nanjing grand brand International Plaza on the seven floor, and the whole hall looked deserted.

"Business is bound to be affected by decoration, and the volume of traffic and turnover have been reduced by 50%."

The staff said they used to be busy every day, and the customers had to queue up to pick up the number after twelve. Now there is no need to line up.

The staff then took out a reservation record to the reporters. "Before the rooms were reserved, they are now empty.

You see, there are only 2 tables today. "

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< p > "business climate here has never been strong. People are business driven catering. We are catering for business."

A restaurant practitioner complained to reporters that the publicity of the mall was not large enough, and many people did not know the specific location.

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< p > < strong > Fangxing entered the name, renamed "Jinmao Hui" < /strong > /p >

< p > for Nanjing International Plaza, it is said that it is Nanjing's most ill fated urban complex.

Nanjing international group bought the land as early as 1993, and because of the demolition and other reasons, it did not start until 1999. Financing is also one of the problems that plagued Nanjing International Plaza.

In 2005, Nanjing International Group signed a contract with the financial institutions including CITIC Industrial Bank, Shanghai Shanghai branch of Hongkong and Shanghai, and obtained 580 million yuan project financing.

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Less than P, Nanjing International Plaza, which was then short of money, got the olive branch thrown by the international alligator.

The Morgan Stanley acquisition was finalized in the first half of 2007. In the 1 years since then, the registered capital of Nanjing International Plaza has increased from 370 million yuan to 1 billion 250 million yuan, while the total investment of the project has reached 5 billion yuan.

In the same year, many banks became new credit partners of Nanjing international group.

Around 2010, Morgan Stanley quit, and Nanjing International Plaza took over by Fangxing group, a subsidiary of Sinochem Group in 2013.

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< p > according to media reports, after the acquisition of Fangxing real estate, the Nanjing International Plaza project has also been renamed Xuanwu Lake Jinmao square. The first shopping center has a new name is Jinmao Hui.

Fangxing real estate responsible person in an interview with the media said that the renovation and upgrading will comprehensively improve hardware facilities, and comprehensively update the layout of the format, which will be mainly retail, high-end services, family entertainment, multinational cuisine four main formats.

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< p > < strong > positioning "light extravagance" and start again < /strong > < /p >.

< p > according to the press, the top brands of Nanjing International Plaza shopping center are famous brands such as Rolex and MontBlanc.

"Although it was positioned at the early stage of its opening up, its brand was quite upscale, but it did not really make the high-end."

Yang Yang, senior analyst at Nanjing Institute of technology, told reporters that the capacity of a city to high-end business is limited. At present, luxury goods in Nanjing are mostly concentrated in Xinjiekou business circle, and De Ji square and Jin Ying have all been recognized by consumers, and the business space is expanding constantly, so it is very difficult to surpass them.

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< p > industry analysis shows that Nanjing's "a href=" //www.sjfzxm.com/ "international" /a "Plaza shopping mall takes the high-end route, but its surrounding population has limited purchasing power.

Even in the vicinity of Xuanwu Lake, the flow of people is large, but the flow of people does not represent consumption demand, and the consumption of luxury goods is narrow.

Su Xiaoqing, general manager of Nanjing ask business management consultant, seems that although Nanjing business is developing and shopping centers in various regions are increasing, the form of multi business circles has not been formed. Consumers still regard Xinjiekou as the first choice for shopping.

"Nanjing International Plaza is in an awkward position. Although it has done market research before its opening, its own format has not yet catered to the needs of the market."

Su Xiaoqing said that it initially positioned the high-end, but it did not compete with the German Plaza.

If the low-end is not in line with its own image, it is not surprising that the format is adjusted.

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< p > in the interview, many industry insiders also mentioned the inappropriate design of Nanjing international a href= "//www.sjfzxm.com/" > Plaza < /a > shopping center.

Shopping center is generally "east-west direction, facing north and South", but it runs counter to its way, "north-south direction, facing things".

Consumers have fixed shopping habits and are not suited to such designs.

There are no large shopping malls or shopping centers with its surrounding areas, which fail to produce agglomeration effects.

There are Airsun shopping centers, central shopping malls, new hundred, Jin Ying, fashion Lai Di shopping places around the de chi square. There are high and low grades, and there is a large volume of traffic.

The Nanjing International Plaza shopping center is 1.3 kilometers away from Xinjiekou, and the entrance is also a very congested road. It is inconvenient to park, and to a certain extent, it restricts the passenger flow.

According to media reports, when Nanjing International Plaza opened, it announced that it would introduce Nanjing's first urban air check-in station. Passengers can go directly to the city air check-in station for boarding passes, and take the airport bus from Nanjing International Plaza to the airport of Lu Kou for security check.

"Although the concept of urban air duty station is put forward, this concept has not been realized."

According to industry sources, many private businessmen who live behind the Westin Hotel should be well done and welcome, but it is a great pity to fail to implement them.

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< p > Su Xiaoqing believes that foreign shopping centers are more regarded as "a href=" //www.sjfzxm.com/ "> commercial" /a "supporting facilities to meet the daily consumption needs of residents.

But in China, shopping centers are not only unbalanced, overcentralized, but also tend to pursue high-end formats, which are out of public demand.

"Nanjing International Plaza shopping center should locate consumers in the radius of service trade circle, meet the needs of the surrounding consumer groups, and then plan Xinjiekou's passenger flow."

Su Xiaoqing said that according to the current various factors, changing the format is also the only way to deal with the market competition. After that, how the business mode of shopping malls will change, the brand level of subsequent investment and the main customers will affect the later stage management.

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