Today is the first anniversary of the opening of Milan Fashion Plaza in Zhongshan Park Station of Metro Line 2. According to the business practice of shopping malls, there must be vigorous promotion activities. Yesterday, the reporter felt its desolation in this luxuriously decorated underground shopping mall: 60 storefronts of more than 60 130 stores have been evacuated or closed, and the square covers an area of 3,000 square meters, with only 10 customers flowing inside. "Almost every day is a whiteboard, and business can't be done." A salesgirl in a women's clothing store is packing. She told reporters that last June 10, they rented a shop and entered Milan Fashion Plaza to operate women's wear. Business was once better, but it was only a flash in the pan. Now it is in trouble, so they decided to close the store.
I only sold bras for 20 days.
The opening of Metro Line 2 not only did not bring eye-catching passenger flow, but the lack of popularity in Milan Fashion Square can be described as a "disaster". Miss Bao, the brand store of clothing in Area A, told the reporter that the current monthly turnover is only about 7,000 yuan, and the rent is about 4 100 yuan. This loss made them feel very failed.
The decline in investor enthusiasm is not unreasonable. Because the atmosphere of the shopping mall gives people a dull feeling, there is no business climate. Although there is a crowded Zhongshan Park above the mall, seemingly busy people can take the initiative to enter the mall through the subway, and it is not satisfactory to rely solely on Line 2 to pull people. In addition, although there is a department store like Xinning Shopping Center in Zhongshan Park to attract citizens, there is a big gap in gathering popularity and creating a business atmosphere compared with the large aircraft carrier shopping centers such as Pacific, Huijin and Yin Hui in Xujiahui, and the business circle effect is not obvious, which leads to a big gap between the actual passenger flow and people's psychological expectations.
If you don't know that Milan Fashion Plaza is in the subway, it is difficult to find this shopping mall on the ground. A man turned around under the signboard of Milan Fashion Square in Zhongshan Park and didn't find the entrance. From the appearance, he can't see that the shopping mall will be in the subway. People in the underground rarely enter the mall, and people on the ground rarely enter the mall.
Many shopkeepers who make clothes and shoes told reporters that although many important exits of Metro Line 2 lead to Milan Fashion Plaza, many people don't even know that there is a square around Milan because of the insufficient publicity of the square management department, and business is not good, so they decided to withdraw. "There have been cases where a bra was sold after 20 days in a month." This is the only shop selling bras in Milan Fashion Square. The lady told reporters that there are eight shops operating around the store, and six of them claim to move out. Mr. Feng, the owner of 080 Saint Danny Shoe Store, even told reporters: "About 50% of the tenants in the square are going to move out." Mr. Feng moved out of Milan this month 18, and now his sister has rented a new berth for him elsewhere.
In addition, many merchants in the square have made eye-catching signs of "transfer" and "final clearance", and some shops have been selling goods for a few days but no one is running them. Compared with the noisy and busy scenes on the ground, a few loitering customers make the underground Milan Fashion Square seem particularly quiet, and the whole shopping mall is in a depression. Two cleaners are walking around the mall. There are only a few scraps of paper in their dustpan. "No one, less garbage." The cleaning staff teased.
Almost 90% of the tenants want to go to Milan Fashion Plaza, which is the Shanghai Civil Air Defense Shopping Mall. In fact, it is a business project of Shanghai Tianxingjian Shopping Mall Management Co., Ltd., with an area of 3,000 square meters and more than 30 shops/kloc-0. Leased to Shanghai civil air defense for 20 years. This situation makes Milan Fashion Plaza, which has spent tens of millions on decoration alone, feel extremely embarrassed. At present, the minimum rent of pavement is more than 2000 yuan, and the large rent is more than 1 10,000 yuan. In the market management department of Milan Fashion Plaza, the reporter calculated an account for manager Yu Liquan. According to the preliminary idea of the shopping mall, the monthly rent should exceed 500 thousand, but it is not that much, especially now it is difficult to collect rent, even 200 thousand.
"We hope that tenants can do well so that we can make money." Yu Liquan told reporters that the crisis of business conditions is not entirely due to management, but there are many objective factors, such as the same depression problem in the whole subway shop; There are also tenants whose goods are not very good and are not rented according to the requirements at that time, which contradicts the positioning of shopping malls; What's more, many tenants simply don't open the door on time according to the contract requirements, which is also one of the reasons for the loss of customers in shopping malls. "Based on these reasons, the whole square has been in a state of low popularity and poor business from the opening of the first phase of last year 10 to the full opening of 18 at the end of February." Yu liquan said.
The reporter made statistics on the facade that has been closed and will be demolished in the shopping mall. A * * * is 60, which is consistent with 50% of tenants moving out. "From the bottom-up survey, almost 90% of tenants want to leave." In this regard, Yu Liquan said helplessly, "We will start the food court connected with the shopping mall next week, which is a measure for us to gather popularity." Yu Liquan revealed that the company has considered adjusting the business plan of the whole square and there will be new business plans. But at the same time, he also admitted that the management now can't be compared with before. Because the rent can't be collected, the security and cleaning facilities of the shopping mall have been adjusted accordingly, and the expenses in this area have been reduced as much as possible.
At the same time, Yu Liquan mentioned that the development space of Milan, a small commodity market, has been squeezed, which is another big reason why Milan Fashion Plaza has come to this day. "Large department stores are constantly adjusting their products, and a good shopping environment is bound to steal some passenger flow from the small commodity market. The products operated by the small commodity market are similar, and the living space of the small commodity market without greater characteristics will be more squeezed. " Yu Liquan described the business model of small commodities like Milan Fashion Plaza as "surviving in the cracks".
Small commodity market "survives in the cracks"
Milan Fashion Plaza, located in the traffic distribution center, is not alone in its bleak situation. Well-known shopping malls such as Yimei Fashion Plaza and Asia-Pacific Dahui have also experienced a decline in popularity. An industry insider said that there are also good ones, such as Xujiahui's underground business circle. Its biggest advantage is its strong popularity, convenient transportation, and fear of wind and rain, which makes people here crowded, and the underground business circle appears a situation of small profits but quick turnover and crowded people. However, the present situation of Milan Fashion Plaza has entered a vicious circle, showing a strange circle of few promotional activities, low popularity, owner's procrastination and headache in shopping mall management.
Regarding the current situation of Milan Fashion Plaza and Yu Liquan's view that the small commodity market "survives in the cracks", Wang Liuhe, secretary-general of Shanghai Department Store Business Association, analyzed that the current situation and publicity of Milan are not the most critical, mainly because the whole format of Shanghai department store industry is in the adjustment period, which has a great impact on the small commodity market similar to Milan, making the whole Shanghai small commodity market fall into recession. "With the continuous transformation of the department store industry, brands with relatively low prices in the second and third lines continue to flood into department stores. After all, a good shopping environment allows customers who like to spend in small commodity markets to leave. " Wang Liuhe said that Zhongshan Park around Milan Fashion Square has not yet formed a real business circle. "At present, the surrounding area of Zhongshan Park is only in a crowded stage, and the surrounding residents have not yet formed a consumption circle belonging to this business circle."
Wang Liuhe believes that consumers' mentality of choosing things is gradually changing, but the market structure of commodities has not kept up; The division of labor of the whole department store, supermarket, small commodity market and other commercial components is not very clear. "Department stores should be supermarkets, and supermarkets should be department stores." The characteristics of various commodity markets in Shanghai are gradually fading, and the brand itself is not very good after it started in Shanghai. After all, this format gives the department store an opportunity. "There is room for survival in the commodity market, but the current market pressure is increasing and it has to be adjusted and re-planned."
Small commodity market "survives in the cracks"
Milan Fashion Plaza, located in the traffic distribution center, is not alone in its bleak situation. Well-known shopping malls such as Yimei Fashion Plaza and Asia-Pacific Dahui have also experienced a decline in popularity. An industry insider said that there are also good ones, such as Xujiahui's underground business circle. Its biggest advantage is its strong popularity, convenient transportation makes people flow here, and there is a situation of small profits but quick turnover and crowded people in the underground business circle. However, the status quo of Milan Fashion Plaza has entered a vicious circle, falling into a strange circle of few promotional activities, low popularity, owner's delay in renting and headache in mall management.
Regarding the current situation of Milan Fashion Plaza and Yu Liquan's view that the small commodity market "survives in the cracks", Wang Liuhe, secretary-general of Shanghai Department Store Business Association, analyzed that the reason why Milan is in the current situation and whether the publicity is good or not is not the most critical, mainly because the whole format of Shanghai department store industry is in the adjustment period, which has a great impact on the small commodity market similar to Milan, making the whole Shanghai small commodity market fall into recession. "With the continuous transformation of the department store industry, brands with relatively low prices in the second and third lines continue to flood into department stores. After all, a good shopping environment allows customers who like to spend in small commodity markets to leave. " Wang Liuhe said that Zhongshan Park around Milan Fashion Square has not yet formed a real business circle. "At present, the surrounding area of Zhongshan Park is only in a crowded stage, and there is no consumption around this business circle."
Wang Liuhe believes that consumers' mentality of choosing things is gradually changing, but the market structure of commodities has not kept up; The division of labor of the whole department store, supermarket, small commodity market and other commercial components is not very clear. "Department stores should be supermarkets, and supermarkets should be department stores", and the characteristics of various small commodity markets in Shanghai are gradually fading. "Small commodity markets have room for survival, but at present they are under increasing market pressure and need to be adjusted and re-planned."