1. Current Situation Analysis

In recent years, with the acceleration of the reconstruction of the old city and urban expansion in Xiangcheng District, the living environment of urban residents has undergone great changes, and the community service functions have been greatly improved. , community commerce has developed rapidly, the number of community commercial outlets has continued to increase, and the business formats and service areas have been further expanded. According to the survey, currently, there are 69 communities in Xiangcheng District. There are nearly 1,000 community commercial outlets of various types, including restaurants, supermarkets, various intermediaries, convenience stores, logistics, groceries, laundries, repair shops, recycling bins, bookstores, printing shops, pharmacies, home service stations, and public Bath etc. Community commercial development mainly presents the following characteristics:

1. Community commercial outlets develop rapidly, and the service targets of the "Double Entry Project" continue to expand. With the development of the economy and the continuous expansion of central urban areas, community business service objects have also been continuously expanded. The service objects are not only for the general residents, but also focus on serving the elderly, children, disabled people, special care and other socially disadvantaged groups, as well as serving the laid-off and unemployed people. Provide reemployment services for personnel.

2. Community commercial outlets are developing in multiple formats. Community commerce used to be dominated by commercial retail outlets, limited to food, daily necessities, beauty salons and other industries. In recent years, a number of new community business outlets have emerged and have now developed to dozens of service projects, such as Convenient and beneficial services in many categories such as nanny, cleaning and maintenance, property landscaping, tutoring, skills training, network services, wedding etiquette, catering, health care, community medical care, agency, intermediary services, etc.

3. The new community’s supporting service facilities and functions are relatively complete. With the continuous expansion of the central city area, the construction of new communities has been accelerated. The construction of new communities has also driven the development of community commerce and the development of surrounding commercial centers. Its commercial facilities, outlet distribution, product structure and service functions are all relatively complete, which is obvious. Better than the old community.

4. Traditional commerce and service industries have been fully developed in community commercial construction. In recent years, the marketization process in the circulation field has been accelerating, and community commerce has developed rapidly in response to market demand. Large and small commercial outlets have penetrated into the streets and alleys of the community, and have formed a certain scale in and around the community. At the same time, various small commodity markets have been developed along the streets in the community, including vegetable markets, dried fruit markets, aquatic product markets, etc., which provide convenience for community residents to shop.

2. Main existing problems

1. Community business development lacks scientific planning and effective guidance. At present, in the development of community commerce, more commercial outlets are mixed with community residences, which seriously affects the normal life of residents and causes safety hazards and environmental pollution. Among them, restaurants, hotels and various service organizations built on the ground floor of or inside residential buildings have a greater impact and have caused more disputes between private enterprises. Community businesses and regional business centers lack scientific planning, reasonable division of labor and effective supervision in terms of functional positioning.

2. Community business development is unbalanced, and old community business outlets develop slowly and have poor foundation. During this investigation, we found that the commercial facilities in some old communities are crude and incomplete. They are usually built using self-owned houses, temporary structures, or even illegal buildings. These small shops mainly deal in non-staple food, with single products and low quality. The shopping environment and sanitary conditions are poor, which makes shopping inconvenient for community residents. Many daily purchases require long distances, and the service functions of the community are not perfect, which is incompatible with There is a large gap between the community business development goals proposed by the dual-entry project of "convenient consumption into the community and convenient services into the home".

3. The commercial infrastructure of the community is poor and the modern service industry is not developed enough. With the improvement of people's living standards, residents' consumption demand has generally increased, showing diverse and multi-level consumption characteristics. The low-level and low-level service conditions of community businesses are not suitable for this and need to be improved urgently. During the survey, some people reported that there is no parking lot in the community, and the phenomenon of vehicles parking indiscriminately is quite serious. Some people reported that there is no vegetable market in the community, making it inconvenient for residents to buy vegetables. Some people said that the domestic service industry has not been formed and it is very inconvenient for residents to seek domestic services. Some people said that community commercial outlets cannot only rely on small shops and vendors to provide goods and services, but must improve their grade, ensure quality, etc. Judging from the response, the service functions of community businesses generally lag behind residents' consumption needs. Therefore, strengthening the planning and construction of community commercial infrastructure and expanding community commercial service functions are key tasks to implement the scientific concept of development and complete the dual advancement project of the community.

3. Promotion measures and development direction assumptions

1. Reasonable planning and improvement of community commercial formats should be made. *** should take the lead and work with the commerce, planning, construction, housing management, finance, urban area, industry and commerce, taxation and other departments to study and formulate an outlet renovation plan. For example: make clear provisions on the scale, structure, layout, standards, classification, etc. of community businesses. There are about 10 types of businesses. It is recommended to include delivery restaurant chain stores, small supermarkets, wet markets, grocery stores, beauty salons, repair shops, laundry and dyeing shops, photo studios, second-hand waste recycling stations, household services, and book and video stores. , pharmacies, etc.

2. Public bidding and other forms should be used to identify powerful enterprises to participate in community business construction. The first is to select and cultivate powerful distribution and catering enterprises (unified distribution from central kitchens to community chain stores) to enter the community commercial demonstration area and implement popular catering including the "breakfast project" to ensure that residents can conveniently eat in the community Guaranteed, good quality breakfast and fast food. The second is to encourage agricultural and sideline product circulation enterprises to build and renovate chain stores of safe meat, safe soy products, and pollution-free vegetables and fruits in communities, and build commodity distribution centers that provide life support to solve the problems of inconvenient, unsafe and unsafe consumption for residents. The third is to support chain companies to enter communities to build or renovate convenient household service outlets, equipped with various convenient and beneficial service projects, so that community residents can solve their daily needs in many aspects such as maintenance, beauty salons, laundry, and household services at their doorsteps. . The fourth is to support and guide leading renewable resource recycling companies to enter communities and form a renewable resource recycling system that uses communities, recycling companies and distribution markets as carriers, is in line with urban construction and development planning, has a reasonable layout, a sound network, complete service functions, and scientific management. The fifth is to take practical measures, through a series of support policies such as funds and outlets, to encourage enterprises to adopt various forms such as acquisitions, mergers, and franchising to integrate scattered community business resources, standardize small stores in the community, and achieve maximum sharing of resources. , comprehensive utilization.

3. The use of modern technological means and innovative service systems should be encouraged and supported. Actively build an information service platform for community services, encourage qualified enterprises to use information technology to provide community convenience services, develop online transactions and online services, and supplement the shortcomings of existing outlets. Encourage qualified enterprises to establish customer demand information systems to collect, analyze and store customer information in a timely manner to provide residents with targeted, fast and thoughtful services. Strongly encourage key enterprises in the community to carry out "three door-to-door" services including door-to-door delivery, door-to-door meal delivery, and door-to-door repairs to extend service functions and improve service levels. Community commercial enterprises are advocated and encouraged to set up full-time comprehensive convenience service teams to provide door-to-door services, establish stable and smooth communication channels with community neighborhood committees and community residents, and carry out convenient paid services with the purpose of solving the problems of community residents.

Business Survey Report (2)

Commercial services in Beijing’s streets and communities have evolved from version 1.0 of mom-and-pop shops on the streets to version 2.0 of large commercial complexes, and now are deeply embedded in communities. Version 3.0 of the combined form. In the future, with the in-depth application of e-commerce, version 4.0 of community commerce has gradually taken shape. So what does community business look like in Beijing in 2013, and what are the problems?

Branded services are scarce

Community commerce, a business model that originally grew spontaneously, is becoming the best option for urban business development with the acceleration of urbanization. one.

In order to explore the basic needs of community residents, hot spots and gaps in community business, the Beijing Business Research Institute recently selected Hepingli Community, Shaoyao Community from east, west, south, north and central Beijing. Surveys were conducted in 12 representative large communities, including Ju Community, Wangjing Community, Tongzhou Community, Fangshan Changyang Community, and Dahongmen Community. Among these 12 samples, there are both established communities and new urban communities such as Tongzhou and Fangshan.

According to the questionnaire survey, with the change in shopping habits, 92% of the respondents said that the frequency of shopping at home has increased, and they will regularly go shopping in bustling business districts. With the rapid penetration of e-commerce, Beijing's community commerce has gradually developed from a single-function grocery store to a service system integrating traditional catering, supermarkets and convenience stores, life services and emerging online shopping. Some mom-and-pop shops, reception rooms or guard rooms in some communities actively or passively collect express mail for residents in the community.

Through surveys and interviews with residents in 12 communities, the Beijing Business Research Institute found that 9 communities have the greatest demand for chain restaurants, 7 communities have a high demand for housekeeping services, followed by vegetable shops. This reflects the low degree of branding faced by community businesses as a whole. Beauty salons, laundry and dyeing, housekeeping, convenience stores, etc. all have the problem of a mixed bag of brands.

In fact, Beijing has always encouraged chain-operated enterprises to accelerate their development into communities, encouraged brand chain-operated enterprises to participate in community business construction, and integrated scattered community businesses through acquisitions, mergers, direct chain operations, or franchising. resource. As early as 20**, more than 100 companies including Wumart and Jingkelong were selected as chain companies recommended by the Municipal Commerce Commission to enter the community.

The survey found that under high cost pressure and the impact of e-commerce, () the traditional retail industry has found two development paths in embracing e-commerce and sinking into communities. During the survey, a prominent change was that well-known traditional commercial enterprises such as 7-11, Yoshinoya, and KFC began to appear in the community. However, the market cultivation period of community businesses will be longer than that of bustling business districts, and the sales scale will not be comparable to that of regional centers in the short term. However, the frequency of consumption around the community is high, and more emphasis is placed on convenience and cost-effectiveness.

Catering ranks first among community businesses

Among the selected interview samples, catering accounts for the highest proportion among all community business formats, with an average proportion of 32%; followed by life services (Including housekeeping, washing and dyeing and other industries), accounting for 27.5%; the beauty and hairdressing industry ranks third, accounting for 13.33%.

However, judging from the various commercial formats investigated, community business development has obvious characteristics of spontaneity. Although the catering industry has become the main force in community commerce, these restaurants are mainly unknown small shops, which not only change frequently, but also have unstable service quality.

A survey of new communities dominated by young consumer groups such as Changyang and Tiantongyuan found that early childhood education is rapidly taking root in the community, accounting for up to 9%, becoming a new member of the community's business format. In the past, many early childhood education brands would choose regional commercial centers. However, with the arrival of the baby boom, many young residents in emerging communities have upgraded to families of three. The huge children's consumer market has become a new starting point for merchants to make money. It can be predicted that after the implementation of the independent two-child policy, early childhood education will usher in a larger market. In addition, with the increase in the elderly population and changes in consumption habits, the demand for services such as door-to-door delivery, housekeeping, and collection and payment services in the community has increased.

In addition, community commercial properties mainly come from the underlying businesses of the community, which are limited by the original developer's planning and settings. This has also caused the problem of lack of planning for community businesses.

The coverage of vegetable shops needs to be improved

In response to the problems discovered in the community business survey, the official Weibo of Beijing Business Daily conducted a survey on nearly 500,000 fans to "help community businesses come up with new ideas" Activity. Among the Weibo netizens who participated in the survey, 42% were not satisfied with the agricultural product market in the community where they lived, and more than half of them believed that the community vegetable market was too far away to meet their daily needs. Nearly 30% of netizens are not satisfied with the quality and price of fruits and vegetables provided by community wet markets.

30% of netizens are not satisfied with existing community convenience stores. Netizens who reported that the problem was more prominent were mainly concentrated in outer suburban counties such as Tongzhou, Tiantongyuan and Changyang. Some netizens reported that small convenience stores and mom-and-pop stores around the community have limited products and do not update them in a timely manner.

Judging from the development pattern of convenience stores, every 3,000 people need a convenience store. For example, Tokyo has nearly 37 million people and the total number of major convenience store brands exceeds 40,000. Beijing's permanent population exceeded 20 million in 20**. Based on this calculation, Beijing needs at least 6,700 convenience stores. According to relevant surveys, there are less than 2,000 convenience stores in Beijing, which is far from the ideal number of stores. Not only that, the distribution of stores is also extremely uneven. Taking the official data released by 7-11 as an example, its more than 130 stores are concentrated in Chaoyang District, Haidian District and Dongcheng District. There are only 5 stores in Xicheng District and only 5 stores in Tongzhou District. 1 store, while other areas have not yet opened stores.

During the survey, we also found that in communities near regional centers, various service facilities are relatively complete. However, in some old communities, some convenient businesses are inaccessible due to property facilities and traffic restrictions.

Business Survey Report (3)

1. Community Business Research Background

(1) Basic Concepts of Community Business

1. Community Business definition

Community business refers to serving residents in the community, with the purpose of benefiting the people, and with the goal of optimizing the living environment, improving the quality of residents' lives, and meeting residents' comprehensive consumption, and providing services needed for daily life. Territorial commerce of goods and services. Community businesses mainly serve residents in the community. They should have the characteristics of complete industries and supporting services. With advanced commercial formats and beautiful business environment, they should not only meet the daily needs of community residents, but also pay more attention to providing cultural entertainment, Diversified and personalized comprehensive consumption such as leisure services.

2. Community business classification

3. Community business function

(2) Overview of foreign community business development

As foreign urban residents A large number of people live in suburbs, and community commerce is very developed. For example, in the United States in 20**, the retail sales of community commerce accounted for 40% of the country's total retail consumer goods, while in China it currently accounts for less than 10%. Foreign community commerce mainly takes the form of shopping malls, especially community-type shopping malls account for the largest share. A shopping mall is a modern retail format. It is a store group composed of retail stores and their corresponding facilities. It is developed and managed as a whole. It generally has one or several core stores and is surrounded by many small stores. The shopping center has a spacious parking lot and is located close to the road, making it convenient for customers to shop. Foreign community business centers generally implement the separation of development and operation: the developer is responsible for the early development, and the operator is responsible for the leasing operation, forming a benign operating mechanism.

(3) Overview of the development of domestic community commerce

Community commerce in my country is still in its infancy, and community commerce is mainly based on historically formed street shops. This business form is naturally formed due to the lack of unified planning, generally low-grade business types, and incomplete community business functions. With the development of the real estate industry, especially the gradual maturity of commercial real estate, community commerce has made great progress. A large number of community commercial projects such as "shopping malls", "lifestyle plazas", and "entertainment and leisure streets" have appeared in China. Domestic community commercial facilities are developing towards becoming an experiential place that integrates architecture, landscape, space and sound, a crowded and lively place created for community residents. Generally speaking, the current domestic community businesses generally have strong characteristics of residential businesses (in order to maintain a good living and green environment, more and more residential areas in Pudong, Shanghai have eliminated residential businesses and adopted centralized shopping mall models. ), there is still a big gap compared with mature foreign community business models.

(4) Domestic community business development trends

Due to the differences in the economic development levels of various cities, community business also shows different levels of development. At present, community business in developed domestic cities mainly presents The following development trends have emerged, which are also the development directions of less developed cities.

1. *** Strengthen the planning of community businesses. In April this year, the Ministry of Commerce of the People's Republic of my country issued the "Guiding Opinions on Accelerating the Development of Community Business in my country" to promote the development of community business in my country.

2. Shopping malls create large-scale community businesses. For example, Wal-Mart Shopping Plaza has entered Chengdu Jiaotong University-Jiulidi Community and will open in the first half of 20**.

3. Convenience stores and fresh food supermarkets are important components of community commerce. For example, emerging business formats such as 7-11 convenience stores and Champion Fresh Supermarket have already entered developed cities such as Beijing and Shanghai.

4. Community commerce begins to segment the market. Since consumers can be divided into different consumer groups based on gender, age, income level, cultural accomplishment, values, social class, lifestyle, etc., different consumer groups mean different consumer needs, consumer psychology, consumer motivations and consumption Structure, community business must consider the business format ratio and business mix when developing community businesses.

5. Professional operation is the guarantee of community business success. The core of commercial real estate is actually business, and real estate is just the carrier of business. Experienced investment marketing and business management teams play a key role in the successful development of community businesses.

2. Overview of Chengdu Community Business

As the commercial facilities in Chengdu’s central urban area are close to saturation, competition is becoming increasingly fierce, and it is difficult for enterprises to achieve greater improvement in operating performance. . As urbanization accelerates, residents move out and new residential areas continue to increase. The commercial facilities in these areas are relatively insufficient, and the market space and consumer demand are huge. This new consumer demand requires new business forms to handle it, and community commerce just adapts to it. meet this need. On the other hand, the per capita disposable income of urban residents is increasing day by day, and the consumption demand and consumption structure have undergone significant changes. Residents have an increasing demand for community businesses that can meet basic living needs and improve the quality of life. Against this background, community commerce is becoming a new economic growth point in the circulation field of Chengdu, and has played an important role in improving the comprehensive competitiveness of urban commerce.

In order to implement the "Guiding Opinions of the Ministry of Commerce on Accelerating the Development of Community Business in my country", Chengdu held the "First Community Business Summit Forum" on June 21. The participating experts *** discussed urban community development The future development of business also points out a new direction for the future development of community business in Chengdu. At this meeting, Blue Wave Bay (Blue Valley’s community commercial supporting project, see the right picture below) was rated as China’s first “National Community Commercial Demonstration Project”, which has a certain reference effect on the development of community commercial.

As one of the pilot cities in the country to deepen the reform of the circulation system, Chengdu has strong momentum of community business development and currently covers convenience stores, supermarket chains, restaurants, beauty salons, teahouses, dry cleaners, color expansion, express delivery, Various life services including newspapers, periodicals, housekeeping, maintenance, etc. There are 33,912 community commercial outlets in 324 communities in the city. The specific numbers of various commercial outlets are shown in the middle picture below.

3. Chengdu Typical Community Business Survey

This survey selected *** six communities of various grades in the four regions of east, west, south and north of Chengdu. , mainly conducted an investigation and analysis on the business distribution, rent levels, operating characteristics, etc. of these community businesses. From the analysis, we can understand the current situation of Chengdu's community businesses, which can be used as a reference for the company when developing community businesses.

(1) Jinshayuan Community

Jinshayuan Community was developed by Horizon Real Estate in 20**. The commercial part of the community, Shuijing Commercial Street, has been unified planned. At present, the overall occupancy rate of residents is not high. If it is high, the popularity is obviously not enough and the business energy is not enough.

This community business shows the following characteristics:

1. The vacancy rate of shops in Jinshayuan is high. According to the survey, the occupancy rate of shops is only 62%. There are five main reasons: ① The support of the target consumer groups is limited. ②Shop supply

The size is too large. . ③Lack of unified operation and management. ④The diversion impact caused by Xidan department stores and supermarkets. ⑤ The pedestrian street cannot be opened to traffic, and consumption guidance is insufficient.

2. Distribution characteristics of community commercial formats

Although the community’s businesses cover most of the formats necessary for residents’ lives, and there are emerging formats such as parent-child parks and car clubs, the formats are still It seems not rich enough, the quality of business sources also seems average, and the number of brand merchants needs to be improved.

The large number of restaurants, food, teahouses and other business types is related to factors such as the building being suitable for catering operations, the strong spending power of consumer groups, and the relatively developed catering industry in Chengdu.

The large number of building materials and decoration shops is mainly because the community is an emerging community, and residents are moving in one after another. There is a greater demand for such services. As the occupancy rate increases, the proportion of this type of business will gradually increase. downward trend.

Due to the large number of empty shops, most of the store formats that can survive are those closely related to residents’ lives, such as restaurants, teahouses, food, etc. This shows that this type of business has the highest demand in residents’ daily life. The business format can be one of the key considerations when attracting investment.

(2) Waishuannan Community

This survey mainly focuses on street shops on Yunying Road, Yunxia Road and Yidu Road, which have relatively complete business types and relatively high residents’ consumption levels. High, consumption power is strong. Judging from the distribution of its business formats, the community's businesses show the following characteristics:

1. The community shops represented by Yunyingyuan have carried out unified planning, with rich business formats and a certain level of shop decoration. There are many brand stores.

2. The number of clothing stores exceeds the number of restaurants, indicating that surrounding residents attach greater importance to "wear". This is also one of the signs of high consumption levels and high quality of life in this area.

3. There is Ito Yokado No. 2 store at the junction of Yidu Road and Second Ring Road. The hypermarket has a certain impact on the business formats in the survey area, and there are complementary businesses such as beauty salons. Hairdressing, catering, etc. are relatively stable, while clothing, shoes and hats and other types of shops have a higher turnover rate, and they mostly rely on business characteristics and brand effects to survive.

(3) Yulin Community

This survey mainly investigated Yulin North Road, East Road, and Middle Road in Yulin Old District and Yulin West Road in Yulin New District. There is a sharp contrast in business types and grades. Yulin New District is dotted with mid-to-high-end properties such as Wangfu Garden and Wutong Family, while the residences in Yulin Old District appear to be older. The commercial characteristics of this community are as follows:

1. This community is one of the most mature residential areas in Chengdu, with high population density, rich business types, high-grade shops, and a strong commercial atmosphere. It is famous for its catering, clothing, Mainly boutiques and convenience stores.

2. In terms of shop rent, the rent of shops in the old areas of Yulin is generally 35-80 yuan/㎡month, while the rent of shops in Yulin New District can reach 150 yuan/㎡month. From this, it can also be seen that the shop rents are closely related to the regional residents. There is a certain relationship between consumption power.

3. From the perspective of business distribution, clothing still accounts for the largest proportion, followed by catering. Catering operations in this region have shown a certain agglomeration effect, and its radiation effect has attracted consumers from the entire Chengdu city. There are many housing agency shops, mainly because the living environment in this area is mature, attracting more and more petty bourgeoisie to live in this area, and second-hand housing transactions are active. The leisure and entertainment industry also accounts for a large proportion. In addition to the surrounding areas, consumers in other areas are also interested in the Yulin area.

4. The high maturity and strong consumption power of this area have attracted some specialty stores and new business formats to enter this area, such as the Color Key Store on Yulin East Road, the Tupperware Home Furnishings Chain Store on Yulin Middle Road, etc.

5. The businesses in this community are mainly street-level businesses, and there are also independent commercial buildings such as Yulin Life Plaza and Fuhe City.

(4) Tongzilin Community

This community is a high-end community in Chengdu. This survey focuses on Tongzilin East Road and Tongzilin North Road, where various phases of China Garden are distributed , Fairview Garden, Century Jinyuan and other high-end real estates, there are mostly successful people and foreigners with strong spending power.

1. From the perspective of business distribution, the number of clothing stores is far ahead, which is directly related to the consumption power, consumption awareness, and lifestyle of the people in the region, followed by catering and food, which have some exotic sentiments and flavors. Restaurants such as Wafutei Japanese Cuisine and housekeeping services have a greater demand in this area and there are a large number of stores.

2. There are a large number of leisure, entertainment, and beauty and bodybuilding stores. This type of business has a large market space in the region. For example, there is Sichuan’s first professional men’s beauty store (Karujie Professional Men’s Beauty SPA and health club).