Introduction by Shen Yuejun:
Commercial real estate is in the ascendant. For many newcomers to the cross-border commercial real estate industry, the first thing to do is to make up for the basic terminology of commercial real estate. The following is A selection of 62 terms related to commercial real estate can also help you quickly popularize industry knowledge.
1
Business district
refers to the radiation range in which retail stores are centered on their location and expand along a certain direction and distance to attract customers. Simply put, it is the geographical area where customers who come to the store live.
2
Business positioning
According to local market conditions and the scale, area and property status of commercial projects, carry out business positioning and market positioning, and determine them scientifically The business form and target market of the project.
3
Floor positioning
According to the area, shape, and number of floors of the commercial project, reasonably determine the commodity business category, area, and location of each floor, and determine the location of each floor. Supporting and distribution of floor service facilities.
4
Environmental design
Indoor sharing space, lighting effects, commercial atmosphere, shopping environment, facades and outer squares of commercial enterprises , windows and advertising spaces are designed.
5
Fire-proof partitions
Use partitions with better fire resistance in buildings to divide the building space into several areas.
6
Smoke prevention zoning
is to control the smoke within a certain range by setting up smoke blocking facilities so that it can be discharged with smoke exhaust facilities to ensure safe evacuation of personnel and fire fighting. The work went smoothly.
7
The storefront
is the overall physical appearance of the store building itself, including store signs, entrances, windows, store size and height, building materials, etc. content. Merchants present the most basic image to consumers through their doors.
8
Counter
The counter is a device used by salespersons to display, measure, and package goods for sale and for customers to visit and select goods. The counter or the entire counter is used to display goods. , or the upper part displays goods and the lower part is used for storage.
9
Shelves
Shelves are facilities for displaying goods in classified areas and storing goods in small quantities at the salesperson's work site.
10
Atrium
refers to a long-lasting spatial form of the public activity space of a large and medium-sized comprehensive shopping mall, especially a large shopping mall.
11
Shaft
refers to a well-shaped vertical space (with pipes, ventilation, cables, etc.).
12
Store cutting
is a term used in the positioning planning and design of shopping malls. Several units are divided on the floor plan for tenants to rent.
13
Moving Line
In commercial real estate, the moving line refers to the layout of the mall that allows customers to walk and shop naturally. It is the flow of customers in the mall. line. Good moving line design can induce customers to purchase goods smoothly in the store, avoid dead spots in the store, and improve the efficiency of the store floor. Moving line design is especially important for shopping malls, hypermarkets and supermarkets. The moving line is divided into active line and secondary moving line. The active line is generally above 2 to 3 meters, and the secondary moving line is generally below 2 meters to about 1.2 meters.
14
Channels
are divided into main channels and secondary channels. The main channel is the main line that induces customers to move, while the secondary channel refers to the tributaries of customers moving in the store. Good channel settings can guide customers to visit every corner of the store according to the natural direction of the design, and contact all products, so that the store space can be used most effectively.
15
Depth
In architecture, depth refers to the actual distance from the front wall to the back wall of an independent house or a residential building. length.
16
Story height
Usually refers to the distance between the lower floor surface or floor surface and the upper floor floor surface.
17
Strong and weak electricity
refers to more than 220v or less than 36v (unsafe voltage or safe voltage).
18
Water supply and drainage
refers to the abbreviation of the pipeline system and drainage system composed of horizontal main pipes, risers and branch pipes in the water supply system.
19
Ventilation
It is a ventilation technology that discharges polluted indoor air to the outdoors and delivers fresh outdoor air to the indoors.
20
Air conditioning (air conditioning for short)
is to adjust the air temperature, humidity, cleanliness, air flow speed and other parameters of a room or enclosed space to achieve the desired technology required.
21
Fire-proof rolling shutter door
refers to a fire-fighting facility in a building, which closes automatically like a door and plays the role of fire isolation.
22
Automatic sprinkler system
refers to a fire extinguishing system (using water as the medium) set up in a building. Each sprinkler head passes through high temperature After expansion and bursting, the water in the system automatically sprays out due to pressure. At the same time, the water flow indicator sends out a signal and alarms, achieving the function of automatic spraying and extinguishing fires.
23
Horizontal traffic
Also known as plane traffic, it refers to passages on the same horizontal plane or floor. What is solved is the direction of customers on the same floor, that is, how the passenger flow flows.
24
Vertical transportation
refers to the vertical connection between spaces or floors at different elevations, such as stairs, elevators, escalators, etc. How the flow of passengers, logistics, and employees flows from low floors to high floors, and then from high floors to low floors, that is, the problem of three-dimensional flow within the same commercial property, is solved by vertical transportation.
25
Moving line design
Consider the two-dimensional and three-dimensional design of passenger flow lines, logistics flow lines, people (employee) flow lines, and vehicle flow traffic of commercial enterprises. design.
26
Physical movement line (invisible movement line)
The physical movement line is based on people's walking, driving and other habits without any interference. Naturally formed flow lines of people, logistics and vehicles.
26
Forced moving lines
Forced moving lines are based on physical moving lines. Due to the needs of business planning and moving line design, forced moving lines Lines are blocked and guided to achieve the intended purpose.
28
Flexible moving lines
Flexible moving lines are used to achieve a set purpose through certain guidance methods, such as human guidance, building landscapes, and constructing characteristic sketches Attract people, traffic, etc.
29
Inbound customers
Refers to the purpose of business operations and the purpose of making full use of commercial facilities to attract consumers to the greatest extent and make them Spend your money and time here in a planned way.
30
One-time commercial decoration
refers to the shopping mall providing the most basic property facilities for various business types to be decorated to achieve a good hardware environment. It mainly involves sky, floor, columns, walls, water, electrical, air conditioning, fire protection, security, broadcasting equipment, passages, lighting, presentation, promotional facilities, etc.
31
Second commercial decoration
Refers to the second commercial decoration based on the primary commercial decoration to display the brand and product image and in accordance with the standards required by the shopping mall. Decoration decoration. It mainly involves standard design and decoration of wall cabinets, counters, shelves, displays, images, lighting, colors, LOGO, props, etc.
32
Shopping space
Shopping space is the entire space, with containers and shelves as space-limiting elements, demarcating places for direct sales activities. .
33
Transportation space
Including passages, stairs, escalators and elevators in shopping malls. Their location, quantity, layout and width can not only meet the needs of urgent needs Shoppers can reach the shopping place quickly, and customers can easily achieve the purpose of browsing and viewing.
34
Product display space
From conventional cabinets to floors, walls and hangings in the air, the products displayed range from those that can only be viewed to those that can be touched , can be listened to and tried out, creating a visual focus.
35
Service space
is an auxiliary space for product sales, such as fitting rooms, listening rooms, information desks, storage rooms, etc.
36
Leisure space
Provide customers with places for dining, rest, entertainment and cultural activities, decorated with green sketches, which can not only meet customer needs, but also It also promotes consumption.
37
Price per customer = sales volume on the day ÷ number of sales on the day
38
Price band
The price range refers to the sales price range of a product, with the lowest price and the upper and lower limits of the highest price as its price width. The larger the width, the wider the customer base corresponding to it.
39
Per square meter efficiency
refers to the efficiency of 1 square meter of terminal stores, which is generally an important criterion for evaluating the strength of a store. The calculation method is "sales performance ÷ store area", which refers to the average sales amount per square meter. The higher the efficiency per square meter, the higher the efficiency of the store, and the higher the sales performance achieved under the same area.
40
Outlets
In retail business, it specifically refers to a shopping mall composed of stores that sell out-of-season, off-shelf, and out-of-order products of famous brands. , so it is also called "Brand Direct Sales Shopping Center". It also refers to outlets, brand discount stores.
41
DM
is the abbreviation of English direct mail, which means express product advertisement. It is usually printed in color on the front and back of 8-karat or 16-karat advertising paper. It is usually widely publicized through mailing, fixed-point distribution, and selective delivery to consumers' residences. It is one of the most important promotion methods of supermarkets.
42
The three letters POP in POP advertising
The specific meaning of POP advertising is the advertising that appears at the time and place of purchase. Specifically, POP advertising is a commercial advertisement that promotes products, attracts customers, guides customers to understand product content or commercial events, and induces customers to have participation motivation and purchase desire in favorable, timely and effective air-sound positions. Referred to as “point-of-purchase advertising.”
43
Vacancy rate
There is no store space for manufacturers to enter the shopping mall. Even if the lease has been signed or the rent has been collected, as long as the manufacturers have not moved in, It will be included in the empty store range. The calculation of the empty store rate is based on each store type, dividing the vacant store area by the open store area to get a percentage.
44
Dead corners
Places that cannot be seen due to channel crossings or other obstructions.
45
Three certificates, five certificates
Business license, tax registration certificate (national tax, local tax), trademark registration certificate, product quality inspection report, authorized agent Book
46
The 80/20 rule: 20% of counters generate 80% of profits.
47
3C refers to
Computer (computer products), Communication (communication products), and Consumer (consumer electronic products). These related products are placed In a large store, operating with the same sales model and service method, because the brands and product characteristics of individual categories are somewhat similar, many marketing operations can enjoy the same resources, and there are corresponding benefits for consumers. Convenience.
48
Setback line
The partition wall between two adjacent counters in the shopping mall, the part that is set back in order not to affect the perspective effect.
49
Professional stores
operate a single product line, but this single product line contains many designs and varieties. Such as: sporting goods stores, furniture stores, home appliance stores, flower shops, bookstores, etc.
49
Specialty stores
Specialized or authorized to operate a certain A retail format that focuses on major branded goods
51
Department store
operates several product lines. Each line acts as an independent department. Developed into mass, fashion, high-end, boutique department stores, etc.
52
Shopping mall (plaza)
refers to a variety of retail stores and service facilities concentrated in A commercial complex that provides comprehensive services to consumers in a building or an area that is developed, managed, and operated by an enterprise in a planned manner.
53
Supermarket
is a relatively large-scale, low-cost, low-margin, high-volume, self-service retail organization. Its operating profit accounts for 10% to 15% of sales.
Supermarkets expand their sales by opening large shopping malls, increasing product varieties (generally the business area is about 1,000 to 20,000 square meters, with more than 3,000 to 30,000 varieties), adopting private brands, and reducing reliance on national brands; Now it has developed into standard food supermarkets, fresh food enhanced supermarkets, boutique supermarkets, comprehensive supermarkets, hypermarkets and other business formats.
54
Convenience stores
Relatively small, <100 square meters, located near residential areas, with long business hours of 16-24 hours, and fast business turnover Convenience products have higher gross profit margins, usually 18%-20%.
55
Discount stores
Sell standard merchandise at lower prices than regular stores, with small profits but quick turnover, and large sales. It offers the most popular national brands and Private label. They mainly sell necessities for people's livelihood, attract customers at the lowest sales price, and only provide very limited customer services. The area is between 500-1500 square meters and about 2000 items. However, some small discount stores only cover an area of ??about 200 square meters.
56
Warehouse-style (or mass-market) membership-based shopping malls
are low-price, high-volume shopping malls when the trade volume of other retail industries increases. The gap is coming. Main features: low cost, low gross profit; mainly serving small businesses, government agencies, non-profit organizations, and some large companies as well as consumption by household customers; adopting mobile management; no delivery and no credit, generally cash transactions ; At the same time, it is supported by a complete computer system; it adopts a chain operation method of central procurement and central settlement; it is mainly built in a place with convenient transportation at the junction of urban and rural areas; the business area is between 5,000 square meters and 25,000 square meters , has a large parking lot, a spacious and comfortable shopping environment, and the decoration is simple, practical and generous. Its representative companies: Sam's Club, Metro, Puma, etc.
57
Industry type
Type of industry.
58
Customer level
Divided into different levels according to the spending power of consumers.
59
Gross profit margin
The balance of product sales revenue minus the original purchase price of the product. The symmetry of net profit is also called the difference between the purchase and sale of goods. Since commodity circulation fees and taxes have not been deducted, it is not a net profit, so it is called gross profit.
60
Bag carrying rate
The rate of consumer shopping. The ratio of the total number of people entering the store to the actual number of buyers reflects the store's customer flow and actual effective customers, and is used to evaluate the overall effectiveness of the business.
61
Strip rate = total visitors to the store/total number of people passing through the aisle * 100%
62
Customer order volume =Total turnover/Total visitors to the store