2024-10-04
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interface news reporter |
the world trade center tower, with its giant screen inviting "all the people of beijing to look up", was once the most fashionable landmark. in recent years, with the prosperity of the surrounding business districts of taikoo li sanlitun and the box chaowai youth center, world trade center has been forgotten by fashionable young people and has become increasingly deserted.
the most recent news that can be found is that hema supermarket entered the world trade center on may 17 this year. according to "beiwan online" report, this year's world trade center tianjie will be fully upgraded and renovated.a group of shops, a physical examination center of approximately 3,500 square meters will be introduced on the 4th floor of south street, an eye hospital of approximately 1,600 square meters will be introduced on the 3rd floor of north street, and the contract for an underground cinema will also be completed.
however, in late september, jiemian news reporters came to the tianjie of the world trade center. the overall shops have not seen much improvement, and the flow of people is sparse. i wonder how long the "cooling" in these years will last?
world trade center is not far from dongdaqiao station of metro line 6 and jintai xizhao station of metro line 10. it opened in 2007. the 250-meter-long, 30-meter-wide canopy in the middle of the square, which cost 250 million yuan to build, quickly became its weapon to "conquer" beijing consumers.
in 2008, the beijing olympics theme song "beijing welcomes you" featured footage of the world trade center's skyline. in 2009, queen jolin tsai's new song "big man" mv premiered here. after that, this place often became a "holy place" for singers to play new songs. on festival days, especially new year's eve, the canopy plays shocking video images, attracting countless young people, and the commercial value of this largest canopy in asia can fully bloom.
in march 2012, sun qian, the actress in the drama "the legend of zhen huan", was romantically proposed to at the world trade center in beijing. the loving moment shown on the asian giant screen not only made sun qian the focus again, but also made the world trade center, which has only been opened for 5 years, it has won the label of "holy land for proposal" and has become the key to attracting traffic.
thereafter,proposal ceremonies, new year's eve activities, and travel check-ins often crowded people under the tianjie big screen, which became the collective memories of those born in the 80s and 90s.
not only that, the brands that settled in the world trade center at that time were also representative brands at the forefront of consumption. for example, zara’s first store in beijing is located here, and there is also the high-end buffet brand golden leopard with per capita consumption of several hundred yuan. therefore, there was a saying at that time that represented the consumption trend of beijing's middle class: go to the world trade center to "shopping at zara, watching the sky, and eating leopards."
today, such a grand scene no longer exists. boring advertising videos are playing on the sky screen. zara is no longer a fashion brand that many people can't match. leopard also closed down a few years ago. the cold wind of the consumer market quickly blew to the top of the world trade center.
a young man from mentougou told jiemian news that she came here to meet a friend who lives in tongzhou, but she was a little disappointed when she arrived. "i probably won't come here again. the flow of people is not as large as our shopping mall in mentougou," she said.
the high vacancy rate has been a key word discussed in tianjie world trade center in recent years. "i think the vacancy rate should be 40% if it is less than 50%." a merchant at world trade center told jiemian news.
jiemian news reporters visited and found that on the first floor of the mall, fast fashion brands such as zara, hm, and uniqlo occupy the largest area. in addition, there are two sports brands, adidas and jordan, and stores such as starbucks and haagen-dazs are scattered in other places. . in the eastern part of the atrium square on the first floor of the shopping mall, the main store that was originally used as a display was locked, and nayuki's tea was also closed. on the basement level and the second and third floors of the shopping mall, there are more vacant shops.
another merchant on the second floor told jiemian news that the second floor is almost closed now and he probably won't come back. the property is also attracting investment now. after speaking, the merchant shook his head.
according to his observation, the epidemic was a turning point for this business. during the epidemic, businesses here generally had operating difficulties. they sought rent reductions from properties, but in the end no agreement was reached, and many businesses chose to cancel the lease. "although we are also attracting investment now, the effect is not obvious." the businessman said. jiemian news also learned that during the epidemic,internet celebrity catering ip late night canteen, music pub hutaoli, fast fashion brand sephora and other merchants have gradually withdrawn from the world trade center.
regarding the impact of the epidemic on beijing’s commercial centers, cui mingmin, senior manager of cbre north china strategic consulting department, analyzed that the impact of the epidemic on shopping mall passenger flow is obvious, but it is both a challenge and an opportunity. many shopping malls choose to conduct business during the epidemic. strategically upgraded to adapt to changes in consumer demand, its operational performance has become better after the epidemic.
nowadays, the high vacancy rate of stores and the obsolete brands make the customer flow in tianjie world trade center thin, which in turn affects the leasing, forming a vicious circle. a tea merchant said that there are not many customers here usually, and many restaurants rely on takeaway business. "we opened here last year, and the rent is cheaper than before. currently, about 50% of the orders are takeout orders."
jiemian news reporters visited and found that even at dinner time, the world trade center was still crowded, and there were only a few guests in the restaurant. however, some drink shops were still busy arranging takeout orders until 10pm.
world trade center is a microcosm of traditional shopping malls. especially in the current stage of increasing supply of commercial projects, old shopping malls urgently need to find new focus and positioning in order to complete upgrades within limited time and space.
cui mingmin analyzed jiemian news and said that some old shopping malls in the current beijing market also have many problems such as old facilities and outdated operating concepts. some hardware facilities are also in the update cycle, so there are endless cases of shopping mall renovation. however, these projects often encounter multiple challenges such as renovation funds, business model adjustments, and how to maintain normal store operations during the renovation period.
wto tianjie has also sought changes many times, but so far the results have not been obvious. in may this yearhema supermarket is open for business, and the barbecue market in the atrium square on the first floor has also set up ovens. according to the beijing daily, world trade center is currently designing and demonstrating a renovation plan, and plans to launch a more comprehensive upgrade this year, including re-upgrading the giant sky screen to enhance the visual effects and increase customers' sense of interaction and experience.
according to cui mingmin, many projects will encounter similar problems during the process of renovation and upgrading. on the one hand, there are more and more commercial projects in core areas such as chaoyang district, which will divert traditional commercial entities. on the other hand, traditional business entities often fail to grasp the consumption habits of emerging consumers in a timely manner because of their reputation, seniority, and traditional operating methods. the third point is that traditional commercial buildings in relatively good locations have relatively high rents. if the flow of people cannot support the high rents, they will also face pressure from the loss of shops. the fourth point is that consumers, especially young customers, increasingly value the landscape environment and interactivity of shopping malls. traditional commercial entities are at a disadvantage in this aspect.
jiemian news also noticed that world trade center tianjie is several hundred meters away from surrounding subway stations. the newly emerging shopping malls in the surrounding area have more convenient transportation and their development has already entered another stage.
in the box youth center, you can find trendy clothing stores, pet stores, light food restaurants, camping-style coffee shops, etc. that young people love to check out. in april this year, japan’s largest bookstore chain brandtsutaya bookstore successfully opened in the second phase of the box, further boostingthe box a box of enthusiasm for chaowai youth center; parkview green shopping center, less than 300 meters away from the world trade center skywalk, maintains its special status in the business district because of its excellent location and artistic tone; the sanlitun neighborhood 1 kilometer away has undergone major street renovations and introduced the flagship store of luxury brand lv., high-end luxury jewelry brand tiffany, canada goose’s first basecamp offline boutique in china, jil sander’s first store in beijing, etc. even zhongjun world city, which is located next to the world trade center, has seen continuous passenger flow after its transformation and repositioning in the past few years.
however, the architectural style and decoration style of shimao tianjie are still in the style of the 1990s, and the floors have many cracks. during the visit, jiemian news reporter also saw that water was leaking in a courtyard of the shopping mall, and the management simply put a bucket there to catch it.
according to the "beijing real estate market review and outlook for the first half of 2024" released by cbre, it is expected that the new commercial area this year is expected to exceed 1 million square meters. the increase in supply has further intensified competition in the entire market. cui mingmin also said that the current commercial real estate market is constantly iterating, which is also a factor promoting the upgrading of old shopping malls. butthe formats of shopping mall renovation and upgrading are becoming more and more segmented, but they are also more specialized. traditional operating concepts and ideas need to be changed. how can shopping mall renovation and upgrading seize this wave of opportunities? how much room for trial and error do they have? it has also become a question that these business entities must think about.
wto tianjie's business operations have been unfavorable in recent years, and it has repeatedly extended an olive branch to the capital market in an attempt to alleviate the financial difficulties of investors.
according to beijing business daily, world trade center was secretly put up for sale in 2015.the blackstone group, an american private equity fund company, was the top buyer of the world trade center. at that time, the project price was about 4 billion yuan, and both parties had entered an in-depth acquisition stage. however, the report quoted people in the commercial real estate industry as saying that asset problems of the project owner caused the acquisition to be stranded.
the defeat did not stop the world trade center project from trying to monetize. 2017,as the underlying asset, the world trade center tianjie project received commercial real estate mortgage-backed notes, with the first-phase issuance amount of 2.9 billion yuan. according to "china business news" citing institutional sources, at that time the shareholders of world trade center hoped to use asset securitization to obtain funds to replace and repay the hundreds of millions of yuan in loans previously obtained from banks.
world trade center was founded in 2003 bythe commercial complex invested and constructed by world trade tianjie investment group is composed of leisure shopping malls on the north and south sides and two 5a office buildings. according to information from tianyancha, the legal representative of world trade tianjie investment group is ji zengping, and its chairman is ji zenghe, who is the actual controller of the shareholders of world trade tianjie.
in the turbulent real estate business, ji zenghe's business stories are not many, but he became popular after marrying taiwanese actress meng guangmei in 2010. two years later, ji zenghe againhis ex-wife, zhang qiuhua, filed a lawsuit in court on the grounds that the property she received during the divorce was obviously too small and she requested further division of property.
changes in marital relations brought ji zenghe's entrepreneurial history to the surface. according to the "beijing daily" report, ji zenghe was a university teacher before entering business. in 1991, hechang'an streethe invested in and operated a restaurant, and later opened a shoe store in dongdan. by renting the shops to retail investors, he could earn hundreds of thousands of yuan a year, which helped ji zenghe save the first pot of gold for his later entry into the real estate industry. in 1995, ji zenghe and his ex-wife invested in the establishment of world trade center.the registered capital is 100 million yuan, and ji zenghe’s investment in the company is 65 million yuan.
the tianjie world trade center became a landmark in beijing within a few years after its opening.shimao tianjie investment group has also invested in many companies since 2010 and is involved in many industries such as scientific research and technical services, entertainment and sports industries. however, four companies have been deregistered, and another one called beijing shimao tianjie biotechnology technology co., ltd. was frozen in equity.
in addition, world trade tianjie group has also cooperated with multiple parties to invest in the development of cultural tourism projects. in 2009, world trade tianjie group planned to investyuntai mountain scenic area in jiaozuo city, henan provincexanadu wonderland town also plans toanother world trade center tower was built here. at that time, due to lack of funds to purchase land, world trade tianjie group cooperated with jingneng group to establish tianjie yuntai (beijing) investment co., ltd.
but the project was riddled with twists and turns. according to the china real estate news, due to financial difficulties, world trade tianjie investment group illegally transferred funds and made false investments. afterwards, ji zenghe paid tens of millions of yuan in bribes to the chairman of jingneng group as a token of his gratitude. after the incident came to light, the latter was sentenced to 11 years in prison. today, world trade tianjie group and jingneng real estate co., ltd. have both withdrawn from the company.
whether it is the adjustment attempts in the past few years or the planning of capital realization, wto tianjie has not been able to regain its former glory. in the future, the supply of commercial centers will continue to increase. it remains to be seen whether world trade center, a traditional shopping mall, can successfully transform itself.
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