Lai Zhihui, Century Golden Resources of Kunming： Shaping Business Coordinates and Changing Business New Content ｜ Winning Business Dialogue

Large-scale commercial operation is a long-term strategy combining operation continuity, strong brand plasticity and innovation alternation. The commercial market is not only a battlefield without smoke, but also a social symbiosis circle with mutual tolerance, misplaced thinking and more overall thinking, striving to provide more services and values for the society and better serve the people and customers.

Kunming Century Jinyuan Shopping Center, a monumental commercial building, came into being with the development and construction of Kunming Century City, and became an important urban carrier of the century city business circle. In the past 13 years, Kunming Century Jinyuan Shopping Center, a commercial body, has been serving the surrounding residential groups and the entire consumer group in Yunnan, and has a certain influence and popularity in Yunnan. Kunming Century Jinyuan Shopping Center, with a building volume of 530,000 square meters, is a rare super-large commercial body in southwest China. With the characteristics of "Big Mac" business, it caters to most needs, exerts social functions, and enables more brands, more residents and more customers to connect with Century Jinyuan Shopping Center and form a deep love relationship.

In 2022, Kunming Century Jinyuan Shopping Center will continue to struggle against the market with the spirit of climbing and upgrading, so that everyone can feel the better products and services brought by Century Jinyuan Shopping Center through the continuous change of commercial bodies.

"Self-examination is more valuable; Enrich demand and be more alive. "Lai Zhihui, general manager of Fiona Fang Hui Yunnan Branch and general manager of Kunming Century Jinyuan Shopping Center, is full of vigor and vitality in the field of commercial real estate. He is not confused by the current epidemic situation, nor anxious by the market turmoil. He can clearly identify the direction in the complicated environment. He understands that he can’t generate "involution" and consumption in the current situation, but should stand on the needs of society, the forefront of the market and the mission of the commercial market to examine the social value and mission that the commercial body should bear.

Lai Zhihui, General Manager of Fiona Fang Hui Yunnan Branch and General Manager of Kunming Century Jinyuan Shopping Center

At this point,Kunming Century Jinyuan Shopping Center is carrying out a large-scale iterative upgrade of "commercial content". Win Business Network will also enter Lai Zhihui and Kunming Century Jinyuan to discover and recognize the logic and emerging presentation of this iterative upgrade.

From "new" to "heart"

Explore all the way and seek change all the way

For many years in a row, the overall annual sales of Kunming Century Jinyuan are among the best in Yunnan.In 2021, it ranked second with 2.8 billion yuan.

Stable performance must be the embodiment of "intention". Kunming Century Jinyuan is the third large-scale MALL in China that the group has spent 2.3 billion yuan to focus on. In Kunming, where the head business is surging, it is still as steady as a mountain, sitting south of the city.

In addition to being based on the strong consumer groups around, it is fundamental to keep abreast of the times and change with the situation.

Since 2019, due to the epidemic, the market economy has fluctuated greatly, and the commercial market has also experienced a cliff-like decline. In the face of the market test, Kunming Century Jinyuan Shopping Center responded quickly and adjusted in time, and worked hand in hand with brands and partners to constantly break through the ditches. It should be said that it has achieved some small gains, and also reflected the solid strength and keen sense of smell of Century Jinyuan Shopping Center.

However, with the change of the times and the upgrading of consumption, the original business and management mode of Century Jinyuan obviously needs to be continuously upgraded according to the consumer market. Lai Zhihui said:"Going to the main store, improving the big line in the venue and attracting more national chain brands are still the tonic for the vitality of shopping centers."

Kunming Century Jinyuan Shopping Center, with the entry of many well-known brands, has become more reasonable and optimized, with stronger brand visibility and richer business atmosphere, gradually showing a thriving brand development matrix, and Kunming Century Jinyuan Shopping Center has gradually entered the commercial 3.0 era.

It seems to have formed a cutting-edge business model, but in Lai Zhihui’s view, this is the beginning of rejuvenation, and focusing on the future and continuous updating is the king of stable development.

"Wang Zha" brand group CP

This wave of powerful content productivity

At this point, the new wave of adjustment and reform process has already passed halfway.

Lai Zhihui said: "On the basis of the previous adjustments, this time we will focus on Hall A, classify the formats in a more systematic and scientific way, and focus on the rejuvenation of consumer groups, and newly plan many formats that are in line with this era."

Sports retail, exotic catering and bar entertainment are the three major formats reconstructed this time.

The category of sports retail is definitely the epitome of the same category of formats in Kunming at present, which is not only a huge number of brands, but also a high level of brand stores:The combination of the first store, flagship store, benchmark store, experience store and red label store … this wave of "Wang Fried" level can be described as the highlight in the history of sports retail in Yunnan.And all this will actually land in Hall A..

Nike Beacon550 store-level flagship store, adidas Mega L1 store, PUMA red label store, SKECHERS SUPERSTORE, FILA flagship collection store, LI-NING all-category benchmark store, ANTA advanced experience store AES PLUS, Xtep’s first environmental protection concept store in China, Peak State Store in Yunnan, paul frank’s first store in Kunming, etc., as well as Hongxing ERKE, 361, China Jordan, Jordan’s dry quality.

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At the same time, the area is 1360m? KKV Life Museum has also settled in Hall A, which is the largest and only two-story store in Kunming.

Another format of purely sports venues extended from sports has also entered a centralized upgrade in Kunming Century Jinyuan.In addition to traditional venues such as basketball, badminton and tennis, there will be sports such as Frisbee, American flag football, etc., and various sports events will be held in conjunction with Zijin Sports to achieve the ultimate in this category.

Catering categories continue to be rich..On the basis of the original national chain brands such as Haidilao, Green Tea and Xibei, more exotic restaurants will be laid out, such as the flagship store of Laodian Shanzhai, Nan Hot Pot, Northwest Northern Xinjiang Restaurant, and Xinyuefeng Seafood Restaurant, which is over 2,000 square meters. These high-quality brands will be concentrated in the 4 th floor 1,000-meter food corridor.

Super-strong restaurants have become the gathering area of food in the Century City area, while the super-10,000-flat Baoshi Port in the sinking square is a food block with special snacks, which has made a beautiful scene, not only a food area but also a punching place. The two complement each other.

Combined with the crowd attributes of the Century City area, a super-large space and super-high-level "night space" have been carefully constructed.There are different kinds of nightclubs here, such as slow-roll bar, bar and LiveHouse. At present, Mengtian MTstarLIVE Yunnan’s first store, Time Dance Club Slow Shake Bar, Panda Fine Brewing Bar, Xika KTV, Lawrence Slow Shake Bar, Jinzhou Port MAX PARTY KTV, etc. are open for business, and there will be more interesting and interesting nightlife experience brands in the future.

Do not cross the basic needs of peripheral consumption, and do not deliberately pursue high-end level. Instead, reconstruct categories on existing brands, improve the brand level, do fine work, and achieve real coverage of all customers in Century City.

Undefined business attitude

Late operation firepower is fully open.

"In an uncertain era, innovation will be a process of normalization. Kunming Century Jinyuan is taking a road of seeking stability and long-term, and constantly intensive cultivation."Lai Zhihui told Win Business Network.

As an established shopping center, Kunming Century Jinyuan’s operation strategy is not old-fashioned.Adhering to the undefined business attitude, the "Youth Life Festival" was held from May to June, 2022, and a series of very cutting-edge activities were presented.

//Break the boundary, cooperate with Zhihu City for the first time, and land in the famous exhibition "Wow Museum" in Zhihu, unlocking the city’s trendy gameplay.

//On May 20th, the national tour of "The Voice of China" and the first tour of Kunming Station-520 Romantic Youth Concert was staged in Kunming Century Jinyuan, breaking the definition of age with music and starting a journey of exploring a better life with music.

//From May 21st to May 22nd, a large-scale singer selection contest initiated by China Good Voice was officially launched in Kunming Century Jinyuan, the first qualifying competition of "Yin Xiong Hegemony" National Division and Kunming Division!

After that, the planning and operation will work together to enlarge the value of the event infinitely, open up consumers, brands and shopping malls, and also use the power of digital intelligence to assist the operation, with full firepower.

"The future commercial road in Kunming is full of more and greater challenges. The stock business should maintain fresh vitality, and the increment should choose the best and do subtraction."Lai Zhihui knows this well. The mainstream of the future is the complementary advantages between foreign enterprises and local enterprises. Local enterprises need to learn from the advanced operation and management experience of foreign enterprises and constantly improve their own operation and management level. Foreign enterprises also need to learn from local enterprises’ understanding of the market, so as to be truly grounded and recognized by consumers.　　

The multi-dimensional space of the MALL has been built, and then Kunming Century Jinyuan is producing emerging content. The times are changing, the customer base is changing, keep the pace of rejuvenation and adhere to the long-term strategy. Kunming Century Jinyuan will also sit in the south of the city with the spirit of a big city to serve the consumption of one party!