How tempting is community business? Is it a false proposition for a heavy commercial community? How do emerging players dance with the giants? The Community Business AB Face focuses on the winners and their creativity, as well as capturing potential stocks and their minor annoyances. This is the second article, the domestic community business image.

Editor’s note: This article is from WeChat public account “Commercial Real Estate Headlines” (ID: Dtoutiao), author Chen Anqi.

Community Business AB Face It's time to change the

Head map source / Vanke official website

In China, community business has come through time.

From the source, the era of planned economy. At that time, all parts of China received commercial network matching fees in accordance with 7% of the residential area, and arranged commercial enterprises to operate.

With the support of some financial funds, China’s urban commercial network construction and commercial real estate development have an initial outline.

Affected by the Soviet Union, after 1956, the culture of Beijing’s compound was fermented, and the construction of a large archway community began in the country, which formed a closed living space. However, due to the limitations of the planned economy model, all kinds of commercial outlets are the same, and it is hard to say goodbye.

Changes occurred in the mid-1980s. With the reform of the commercial system, state-owned businesses gradually withdrew from the community, and individual businesses and private capital were taken over, and the community business was flourishing.

In the mid-to-late 1990s, the urbanization process progressed step by step, community construction entered the fast lane, and the investment subject turned from the government to the real estate developer, and the community business of “staying for business” established a firm foothold.

Community Business AB is the time to change the

Source: Public Information Finishing

In 2012, the Ministry of Commerce issued a policy of “new community commercial and integrated service facilities should not be less than 10% of the total construction area of ​​the community”. Community commerce has become an indispensable part of the real estate development portfolio.

After that, it was a day of brutal growth. The point-like distribution of the commercial and strip-structured base businesses and the group-based community commercial centers are mixed.

It can be savage and disorderly. The housing companies have consistently “rented and sold” and quickly returned the cash flow, but caused the society.Realize the sale and rent, and develop self-operated brands such as Fish Market, Mesa Education, and Wanxianghui.

With Vanke’s strategic transformation to “urban and rural construction and living service providers”, it gradually sinks into the smallest community unit in the city, forming four product lines of Vanke 2049, Vankeli, Vanke Red and Vanke Life Plaza. Residential bases expanded to community commercial streets, boutique community businesses, neighborhood centers, etc.

AB business community when another surface is the

source : Company Announcement

Located in Wankeli, Jiangyan Road, Haizhu District, Guangzhou, it is a commercial representative of Vanke’s neighborhood community. According to the data released by Vanke, relying on only 55,000 square meters of small volume, Jiangyan Road Vankeli achieved operating income of 51.2 million yuan in 2018, ranking the top five of the group’s rental projects, and the efficiency was as high as 1,925 yuan / square meter.

AB business community when another surface is the

source : Company Announcement

Win byShangda Data-Win in site selection and site survey, we can see the following characteristics of Jiangyan Road Vankeli:

  • Private living neighborhood business: It is located at the top of Jiangtai Road subway station. The two main entrances on the ground are connected to the main road, 1 km away. The resident population is over 250,000, and there are 166 residential areas and 30 kindergartens.

AB business community when another surface is the

source : Winning Big Data – Winning at Site Selection

  • The moving line is clear, and the “sinking + inner street design” creates multiple first floors: the project is multi-layered, and each single layer is planned in a small area. “One-line, single atrium” moving line layout, all shops are distributed around the main channel, reducing visual blind spots and maximizing the accessibility and visibility of shops.

The design of the sunken plaza + inner street open air has formed a multi-layer effect of the project. The catering shops provide the outer swing area to meet the leisure and social needs of the residents; at the same time, the billboards of each brand are set on the façade of the project. The effect is obvious; the negative second floor is connected to the subway exit, and the layout of the handrail ladder is reasonably drained.

  • The family consumer industry overwhelmed retail sales and built a “community living room”: 1 km around the project accounted for 48.9% of the middle class, and 48.7% of the working class was the main consumer of the project. group.

According to the consumption habits, Vanke selects the brands with lower unit price and high frequency of consumption as the main retail stores, such as Uniqlo, Hotwind, and Muji, and vertically plans them on the “ends” of each layer to guide the passenger flow. Diverging up and down, inside and outside, extending the flow of passengers through the route, pulling the consumption of the main store, thus reaching the whole0″>

Source: Public Information

The topic of “Night Economy”, which has recently appeared on the headlines of the media, is closely related to community business. Through the “last mile”, the tentacles will be extended to the community, and the zero-distance touches the consumers, and the business at the doorstep can stimulate the residents to consume at night.

In addition, as China’s aging trend is obvious, community health care, community health care and other needs will create new ways of playing for community business. Up to now, China’s elderly population over 60 years old has exceeded 230 million, and it is expected to reach 248 million by 2020.

Reviewing the footprints left by Chinese community business, there are deep and shallow, light and heavy, but the direction of moving forward has never changed. Walking through the ups and downs, now it waits for a new chance to jump. The housing companies are all gearing up and eager to try.

But look at the number of seniors in the United States, Japan, Singapore, etc. What the housing companies need to understand is that no matter whether it is mass-making or personal growth, there is no shortcut to doing community business. Excellent operational skills are the foundation. .

Some people say that the vegetable market, art gallery, street, and local people are the soul of a city, and community business should be braving the fireworks and restore the city’s most authentic look.