Editor's note: Xincheng business in Hubei and Henan as the core of the central China District, as a cultivator in different markets practice, three years, has laid out 15 cities and 17 Wuyue Plazas (including 8 have been opened, 9 are preparing to open), almost all over the two provinces of the town, in the hand with many cooperative brands, attentively serve the users of the wide area, with the energy of the new city to stimulate the upward force of urban commerce.
On the afternoon of Thanksgiving, the sun was just right. At the third anniversary of the "Thanksgiving and Joy" held in Xincheng Wuyue Huazhong, I met the helmsman of Wuyue Huazhong - Yuan Xin, general manager of Central China of the Commercial Management Division of Xincheng Holdings. From the opening of Jingzhou Wuyue Plaza, the first commercial project of Xincheng in Central China, to today's layout of 17 buildings in 15 cities, Mr. Yuan has participated in and witnessed the growth and development of Xincheng Wuyue in Central ChinaAs a senior businessman with more than 20 years of experience in commercial projects, he has a deep understanding and thinking about the characteristics and development process of business in Central China.
Resonating with consumers is a constant source of business innovation
With the guidance of policies and the restructuring of the market, urban commerce is promoted to go further. For the in-depth exploration and development of the market, creating a design and marketing path tailored to local conditions has become the key to breaking the business situation. High-quality commercial projects are often at the same frequency as urban development, they are rooted in the city, integrated into the localization, and deeply cultivated, driving the city's commercial quality improvement and consumption upgrading.
After three years of hard work, the Central China area of Wuyue Plaza has achieved a transformation from 1 to 17, with a total of 2000+ cooperative brands. Xincheng Commercial has always been a happy life, from professionalism to excellence in Central China, from strategy, resources to users and service details, it has penetrated into Wuyue Plaza in every city, and has been recognized by the market and consumers. How did Xincheng Wuyue Central China do it?
Yuan Xin explained to us, "In fact, it is necessary to study consumers and analyze what consumers need from the political, economic, humanistic, historical and other environments. This is called User Insights. Then we refine the organization of service content and product content, that is, you really need to implement the needs of users to specific services and products, and classify and divide policies in products and services. "Taking user insight as the starting point, planning, introducing, upgrading, and optimizing are carried out according to the actual needs of core users such as services and consumption, and conversion and repurchase are achieved through accurate reach, connection, and traffic formation, and data precipitation and optimization feedback are continuously carried out in the process. So as to build a business operation model that understands users more and more.
Yuan Xin said: "We pay attention to exploring the cultural heritage and consumption characteristics of each city, and at the same time, we care about the emotional connection between users and local culture in the project locationWe believe that commercial shopping malls are not only business, but also integrate into the city and have warmth, so that local users can feel the ingenuity and intentions of Wuyue, so that Wuyue Plaza will become the cultural center and social gathering point of the city. ”
Win-win with the brand is the driving force of rapid development of business cohesion
Three years ago, with the vision of prosperous urban business and the mission of creating a happy business, Wuyue Plaza in Central China has begun to take shape, and has laid out 15 cities and 17 Wuyue Plazas are almost all over the major towns of the two provinces, becoming the first choice for brand expansion in Henan and Hubei. At the same time, Seazen Commercial uses its own rapid and forward-looking development concept to work with brands to promote a new pattern of urban commerce. Strive to expand the brand matrix of "first brand + traffic brand + integrated brand" to Wuyue Plaza.
In 2023, with in-depth operation as the core operation strategy, Wuyue Plaza will take user thinking as the foundation, and through data empowerment, organize commercial content and services that better match the needs of users, and pursue a "increasing" long-term win-win business ecology.
Win-win is the goal that Wuyue Plaza has been pursuing. We work closely with all parties, such as **, brands, and platforms, and form a good cooperative relationship through mutual listening, understanding and support. In the process of operation, we pay attention to communication with the best enterprises, jointly promote urban development, cooperate and innovate with brands, and work together with various platforms to jointly build an urban business ecosystem and achieve mutual benefit and win-win results. We are committed to empowering the whole process system of brand building;We have established a user insight system: to create a series of intelligent and accurate tools such as brand store building reports, market research, user insight reports, channel research reports, user segmentation standards, user insight intelligent management systems, etc., to continuously update and empower brands from store construction to operation, and users from demand and satisfaction to a full range of dimensions. Yuan Xin shared the business experience of Wu Yue Huazhong.
Yuan Xin further described his personal understanding of win-win: "Win-win is to find a group of like-minded partners who resonate, have ideas about the market, and have hope for the future." Working together. On this basis, we must also have the ability, the strength of the brand and the financial resources, and our business operation strength must be matched. In general, we have a common starting point, and at the same time, we can complement each other and achieve each other through each other's strengths. ”
On December 8, 2023, the ninth Wuyue Plaza in Central China: Xiantao Wuyue Plaza, and on December 15, 2023, the tenth Wuyue Plaza in Central China: Huangshi Daye Wuyue Plaza will be grandly opened. In the near future, there will be 7 Wuyue Plazas in the central China area of Xincheng Commerce, including Zhoukou Shenjia, Xuchang Weidu, Anyang Huaxian, Shangqiu, Nanyang High-tech, Xuchang Dongcheng and Puyang.
These projects have been comprehensively upgraded in product iteration, combined with local culture and market demand, and injected more innovative elements. In terms of investment attraction and operation, Wuyue Plaza continues to explore innovative business models to better adapt to the development and changes of the market, bring innovative marketing experience to local residents, and provide exquisite, fresh, interesting and high-quality diversified experiences, so that Wuyue Plaza can establish a brand image of daring to innovate, standing at the forefront and pursuing quality in Central China.
In addition, Seazen Commercial will continue to combine business innovation and development in the smart management systemThe intelligent insight system provides in-depth insight into the user demand data and portraits related to the operation, and provides accurate and objective business decisions for the marketing and brand of the square. Better meet the needs of users and provide users with more satisfactory content and services.
In 2024, Seazen Commercial's self-developed membership platform will be fully upgraded, and smart marketing will be launched soon. In the future, it will become an important position for online marketing of members, creating more platform value for brands and providing customers with more convenient consumption channels and online services.
Emphasizing in-depth operation is the business competitiveness of the enhancement of advantages
This year is the first year of the strategic upgrade of "in-depth operation" of Xincheng Commerce, Wuyue Plaza took the lead in proposing and practicing in-depth operation, from investment thinking to business thinking, guided by user thinking, reconstructing commercial content, matching user services, and broadening the boundaries of business through the landing practice of marketing IP, building a win-win consumption field of "shopping mall-merchant-user", and creating a diversified living space with temperature.
Yuan Xin emphasized, "The in-depth operation starts with user insight, plans, introduces, upgrades, and optimizes according to the actual needs of core users such as services and consumption, and realizes conversion and repurchase through accurate reach, connection, and traffic formation, and continuously carries out data precipitation and optimization feedback in the process, so as to build a business operation model that understands users more and more." Wuyue Plaza pays more attention to user experience, strengthens brand image, and enhances commercial value. More attention to detail than ever before, and striving for excellence in order to achieve sustainable development of projects in a more efficient way. ”
With in-depth operation as the key, business reconstruction and panoramic model link will help to stand out in the commercial market, and it is the goal of Seazen Commercial to build a new type of business value relationship and achieve a more efficient operation model by in-depth understanding and meeting user needs.
Yuan Xin added, "Seazen Commercial will continue to combine business innovation and development in the smart management systemThe intelligent insight system provides in-depth insight into the user demand data and portraits related to the operation, provides accurate and objective business decisions for the plaza marketing and brand, better meets the needs of users, and provides users with more satisfactory content and services. In 2024, Seazen Commercial's self-developed membership platform will be fully upgraded, and smart marketing will be launched soon. In the future, it will become an important position for online marketing of members, creating more platform value for brands and providing customers with more convenient consumption channels and online services. ”
In the vigorous and dynamic commercial market, under the leadership of Yuan Xin, the Central China regional team of Xincheng Commercial has forged ahead and continuously innovated under the vision of "happy business". In the past three years, the development of the commercial area of Xincheng in Central China has been moving forward and leapfrogging.
Next, he will lead the team to continue to further promote the transformation and in-depth operation strategy, deeply customize services that match user needs, explore in-depth operations, take user needs as the starting point, meet people's needs and yearning for a better life by providing high-quality services, create a symbiotic business ecosystem of "city, square, and community", and establish deep connections with users in core areas.
In the future, the debut of the new project will bring more diversified and richer consumer experience to the businesses of Hubei and Henan, and promote the prosperity and development of local businesses. With the potential energy of large-scale collaboration, Wuyue Plaza in Central China deepens the long-term value of commerce, rejuvenates the development of urban commerce, and promotes the advancement of urban commerce.