Location, Competition And Operation Analysis Of Shenyang Hang Lung Plaza

< p > > a href= "http:// www.sjfzxm.com/news/index_c.asp" > geographical location < /a >: the Imperial City Heng lung square building area is 110 thousand square meters, located in the west of Shenyang's core commercial street "Zhongjie", which is opposite to the street of the old department store's prosperous family. The location can be said to be A+ grade. The traffic volume of this commercial area can be said to be one of the tallest in Shenyang. However, when the Hang Lung built this shopping center, the 5 floors of the original floor were reduced to 4 levels due to the influence of the protected the Imperial Palace. The 1 floors still had certain influence on the Hang Lung Plaza, so I scored A for the location and architectural design of the Heng Heng square in the imperial city.

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< p > > a href= "http://? Www.sjfzxm.com/news/index_c.asp" > competition < /a > situation: in fact, there is no real rival in the zhonglong street in the Imperial City Heng Long square, the strength of the Xing long family is strong, the annual sales volume is about 2 billion 500 million, but there are some differences between Heng Long and Xing long.

For Royal City, the biggest risk is that Shenyang's high-end and high-end consumption is moving to the "Golden Corridor" region at an alarming speed.

The score I gave was B.

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< p > > a href= "http:// www.sjfzxm.com/news/index_c.asp" > operation < /a > status: the Imperial City Heng Lung Plaza is the most dismal operation in all Hang Lung Plaza. Although I went there on Friday afternoon, the cold and cheerless in the shopping mall made me very surprised. At the same time, the family in the Xing long family could be described as a sea of people, and many customers were sitting on the stage.

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< p > according to the annual report of Heng lung, the rental income of the Imperial City Square in the past three years is HK $150 million, 160 million and 160 million respectively. If the rental income of high-end high-end shopping centers account for 15%-20% of turnover, the annual sales volume of the shopping mall is only 6.5 to 850 million RMB. In this section, as a result of operation for three years, the score of my operation is "D" and fails.

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< p > this position, I personally think that annual sales of 10-12 billion yuan can be passed, and more than 1 billion 200 million can be regarded as excellent.

88% of the rental rate is not enough to explain the problem. The store actually did not find the direction of operation. It gave people a very messy feeling on the brand planning. The media evaluation of Heng Lung Plaza is a failed project. After two years, what I saw and the description in this article are still similar.

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There are only a few people in the passageway on the first floor of the P store. Only Zara, I.T., UNIQLO fast fashion brands, UGG and negative restaurants are popular in the whole store. Others are hard to see customers.

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