The Mixc Expands &Nbsp; Huarun Reshape Urban Business Structure

Huarun the Mixc

Shenyang cloth

Recently, the Huarun center "the Mixc", which invested more than HK $5 billion, officially opened in Shenyang. The shopping mall with a total construction area of more than 600 thousand square meters has become Huarun's place in Shenzhen.

7 years ago, Huarun the Mixc became famous in Shenzhen and became the largest in Shenzhen.

The Mixc expansion strategy

Statistics show that the first phase of Shenyang the Mixc includes a shopping center of nearly 200 thousand square meters and an international 5A level office building of 80 thousand square meters. The two phase is high-end residential, super five star hotel and Hope Land Executive Serviced Apartment.

It is expected to be completed by the end of 2012, and the largest LV flagship store in China has been established.

In addition, the Nanning Huarun center has now entered the stage of investment promotion.

It is reported that in 2009, the the Mixc shopping center was officially launched, with a total investment of about 1 million square meters of Nanning Huarun center, with a total investment of about 8 billion Hong Kong dollars. It will build a landmark commercial building with "the Mixc" as the core and shopping center and grade A office buildings as one.

In this regard, Huarun Nanning branch official said: "the Mixc is expected to cap the structure by the end of this month, officially opened in September next year, residential projects in the first phase of happiness has been started, all projects will be completed by the end of 2016."

Although the Mixc has not yet opened in Nanning, Huarun has achieved 46.7% of its international brand by attracting the Mixc's popularity.

It has been revealed that as of now, the project has completed 79% of the investment tenants and 51% of the planned number of clients.

Speaking of landing in the Mixc, Nanning, the person in charge said: "the Mixc will become the largest, most high-end and most representative commercial shopping and business center in Nanning."

In fact, in 2004, Huarun's first the Mixc became famous in Shenzhen, becoming a model of shopping mall, attracting other developers to follow suit and becoming the main product and famous brand of Huarun in commercial real estate.

Differentiated market expansion path

Unlike other commercial complex development modes, Huarun the Mixc often integrates many functions of high-end shopping centers and super grade A office buildings to become the leading development mode of commercial real estate. At the same time, the success of commercial real estate also promotes the sales of Huarun residential buildings, which is praised by the industry in the development mode of commercial real estate + top-level housing.

In this regard, Song Dingcheng, director of tourism and real estate research center of Shenzhen Comprehensive Development Research Institute, said: "the Mixc's commercial projects and many real estate combinations and brand new sales and service modes have won unanimous optimism in China."

But with the expansion of Huarun the Mixc in the whole country, a market anxiety about cloning and reproduction in the Mixc is also following: can the successful experience of Shenzhen the Mixc, which relies on the local large-scale high-end consumption power, be promoted across the country? How can we avoid the acclimatization caused by the different market environment?

For the Mixc's expansion throughout the country, song Ding said: "Huarun is expanding the Mixc fast in the country, but it may also be subject to competition from other peers."

He cautioned that the Mixc's success in Shenzhen does not necessarily succeed elsewhere.

"If the local market is not aware of the brand in the Mixc, the competition among other developers who start at the same time will bring the risk of market competition."

In fact, the promotion of every project in the whole country is not merely duplication and cloning.

"Only by adhering to the core mode of the Mixc and adjusting the management strategy to different market environments in every city, can we better improve the investment layout of the Mixc."

Song Ding said.

In the face of worries about the expansion of Vientiane City yard, the head of Nanning Huarun the Mixc project also said: "the Mixc expansion is only a replication of development concept and management, not all products copied."

"We have done market analysis before, and local business in Nanning is still relatively backward, which means huge room for development," he said.

"Hongkong shopping mall mode experience, high-end and global concept caters to the needs of the mainland, which is different from Wanda."

Song Ding said that only using differentiated brand advantage can avoid the acclimatization caused by the limitation of market environment. This is also a serious consideration for the Mixc.

However, the Mixc's obvious first mover advantage is that it has become a model of high-end shopping centers, and its insistent "rent free" management mode avoids the risk of risk management, and the long held property is also delighted by many developers.

Obviously, the rich experience accumulated in the management of commercial property management will provide strong support for the Mixc's future operation and management.