Tianhe is the hinterland of Guangzhou commercial center, and it is also a new business circle after the old business circle of Beijing Road. Its commercial development has led the development trend of Guangzhou. From the opening of subway 1 line to the appearance of Tianhe subway entrance, Tianhe City has established its central position. In just a few years, Tianhe shops are booming. There is no doubt that Tianhe's commercial property occupies a dominant position in Guangzhou.
(A) Distribution characteristics
Tianhe's commercial layout is centered on Tianhe City and Jiazheng Square, supported by the surrounding professional market, with large shopping malls and noble consumption as the focus, supplemented by group shops and street-facing commercial shops. Its commercial distribution is concentrated on the two sides of Tianhe Road, Tianhe North Road and Huangpu Avenue, and it has a tendency to push eastward slowly.
Tianhe City Plaza, Jiazheng Plaza and Hongcheng Plaza, which represent high-end consumption, firmly occupy the position of the central leader of Tianhe Road; There are: Mercure Center, Pearl River New Town Plaza, Homemart, Tianma Material City, Nanxing Material City, etc. Concentrated in Zhujiang New Town. IT shopping malls concentrated in Shipai and Ding Gang include: Pacific Computer City, Tianhe Computer City, South Computer City, etc. The cluster shops concentrated in Tianhe North Road mainly include Hilton Sunshine Garden, Urban Hua Ting, Cao Fang Garden, Tianqiyi and Dijingyuan. There are Victoria Square on Sports West Road, Guangzhou Book Center, Nanguo Kitchen and Bathroom Expo Center along Huangpu Avenue, Tianyi Square in Dongguan Zhuang and so on. Coupled with the slow moving pace of Tianhe East, Chebei and Dongpu plates are a large number of group-built shops of a large number of powerful real estate projects such as Jing Jun Garden, Oriental New World, Tianlang Mingju and Huajing New City. Tianhe Commercial Market can be said to rely on the resounding name of "Tianhe" and the sufficient consumption purchasing power inside and outside the region, as well as throughout the country and around the world, and realize the blooming of shops in all directions.
(B) characteristics of supply and demand
The shops in Tianhe can be said to be everywhere, and the streets are full of enjoyment. There are shipments from large shopping malls, group stores to street stalls and inner street stalls, and they have been in an "exciting period". Tianhe store has a large shipment and obvious digestion. From the launch of Victoria Plaza, Jiazheng Plaza, to the now hot Sunshine Metropolis Plaza. Pacific Computer City and Guangzhou Computer City are both very popular, and the whole venue is almost full for rent, with the first floor and the second floor costing 300,000 ~ 400,000. Tianhe North Road, the group shops east of CITIC are very popular, and the supply of good large shops is almost in short supply. Tianhe City Plaza occupies the position of Tianhe axis, and the rental price of shops is relatively high, ranging from several thousand yuan per square meter, but it is still in a hot market with price but no market. And some shopping malls with less favorable conditions will have certain difficulties in attracting investment. Due to the poor location and poor quality of the shops in Science and Technology Street, there are many empty shops. Pearl River New Town Plaza is also trying to attract investment; There are also many scattered rental shops looking for new business.
Tianhe shops are active in trading. From 1998 to 2002, the turnover and turnover of Tianhe shops were basically in a situation of oversupply. However, in the past two years, it has tended to the rational development of stable supply and demand. 200 1, Tianhe Store granted 64,300 ㎡, with a turnover of 85,000 ㎡. In 2002, 70,600 square meters of land was granted, with a transaction volume of 86,400 square meters. The backlog of shops is being properly digested.
The turnover of Tianhe shops has always been in the forefront of Guangzhou, and it ranks in the top three with Panyu and Haizhu. In 2003, the turnover of shops in Tianhe District was 99 1000㎡, about 30,000 ㎡ less than that in Panyu District, which ranked first, and ranked second in the city. 5. 1 1 10,000 m2 far from the fourth Dongshan District. And from 1998 to 2003, the transaction volume of Tianhe shops has always occupied a large share of the city's total transaction volume, and the transaction volume of Tianhe shops has been on the rise. From 1999 to 2003, the transaction area of Tianhe shops has been on the rise, from 679.25 million square meters in 1999 to 990.44 million square meters in 2003, and the transaction volume has increased by nearly half. In the first half of 2004, due to the lack of new stores listed, the approval volume and turnover decreased.
(3) Price characteristics
The shops in Tianhe can be said to be valuable, which can reflect an obvious ridge effect in Tianhe. With Tianhe City as the center, it gradually decreases around. The monthly rent of the Tianhe City Plaza berth is above 1 1,000 yuan /m2, and the rent of the first floor of Jiazheng Plaza is 750 yuan/m2; The first floor of Victoria Plaza is about 500-800 yuan/㎡, and the monthly rent of the first floor of Tianhe North large group shops is up to 400-500 yuan/㎡; 200~250 yuan/㎡ on the first floor of Wushan Road Digital Science and Trade City; The rental price of residential shops in Huajing and Jing Jun is around 100~200 yuan/㎡. The step-by-step decreasing pattern makes the price of Tianhe shops traceable.
Although Tianhe is synonymous with high-end business district, the average transaction price of its shops is not the highest in Guangzhou, and the top three have been given to the third district of Guangzhou: Dongshan, Yuexiu and Liwan. The main reason is that the Tianhe regional span is much larger than the top three, and the average transaction price is low due to price imbalance. The monthly rent of street shops in the central area can be as high as 500~600 yuan/㎡, while the monthly rent of some shops in poor and remote locations is only tens of yuan/㎡. This imbalance has greatly lowered the average transaction price of Tianhe shops.
Looking at the average price of Tianhe shops in recent years, the price trend of Tianhe shops was relatively stable from 1998 to 2003, with occasional ups and downs, and basically maintained an upward trend. In 2003, in sharp contrast to the sharp drop in the average price of shops in the city, the average price of shops in Tianhe stopped falling and rebounded. Although the speed is very slow, its price is obviously higher than the average level of the city. The launch of several heavyweight commercial cities, coupled with the emergence of the concept of "Tianhe Big Business Circle", led to the rise in the price of Tianhe shops in 2003. This widening gap with the average price of shops in the whole city also highlights Tianhe's leading position in Guangzhou business circle to a great extent, and it is becoming increasingly obvious. In the first half of 2004, the average transaction price of shops in Tianhe District was only 15628 yuan/square meter, which was 27.58% lower than that of 12250 yuan/square meter in 2003.
(4) Operating characteristics
Tianhe's store management is mainly based on a high-end consumption as the center and the surrounding professional market as the auxiliary business model. Focusing on Tianhe City, Jiazheng Square and other comprehensive high-end shopping cities, the surrounding professional markets are: Pearl River New Town home decoration materials professional market; Shipai Ding Gang's IT, digital and technology professional market; Huangpu Avenue Building Materials Street Professional Market; One day, Hebei Group Building Market, Sports West Road Book Market, Shahe Clothing, Dongpu Plate Community Shop, etc. , thus building the entire Tianhe store market.
The operation of Tianhe shops presents a multi-layer complementary commercial operation mode, forming a commercial group dominated by large well-known merchants and supplemented by a large number of surrounding merchants to make up for the shortage of commercial centers. In addition to these groups, there are a series of professional market circles, which make up for the shortcomings of business centers and sub-business centers in terms of business categories and business methods. This development trend and commercial phenomenon is the development mode of a mature commercial city, which makes Tianhe big commercial pattern emerge as the times require. Let Tianhe start in an all-round way, become a relatively perfect business circle, and form a comprehensive and three-dimensional commercial city integrating department stores, fine products, fashion, technology, supermarkets, special activities, food and entertainment.
Tianhe's commercial operation is not only characterized by hypermarkets and high-grade, but also characterized by "Digital Tianhe" Science and Technology Road and "Characteristic Tianhe" Specialty Monopoly Road. Tianhe Science Park and Tianhe Software Park will continue to play the role of Guangzhou's intellectual property rights and high-tech products distribution center. This is a high-tech industry and software industry base with complementary and reasonable industrial clusters, which ensures Tianhe's leading position in the development of high-tech industries in Guangzhou. Shops are also located in every corner of the Tianhe River-Xisu, Flower of Spring, Yuan Yi Studio, Huazi, Tailun, Clothes Fish, Big Star Hair Salon ... You can see all kinds of exotic foreign articles here, from exquisite small vases and mushroom oil to antique Yu Pei and wigs.
(5) Tianhebei Group Building Shop
Tianhe North is not only the "barometer" of Guangzhou's residential market, but also the novelty of its multi-storey shops makes Guangzhou's multi-storey market full of expectations. The main reasons for the popularity of shops in Tianhe North Group Building are as follows. First, office buildings and surrounding large-scale noble residential areas have built middle-and high-income consumer groups in Tianhe North. Second, it occupies the central position of Guangzhou's new central axis, with superior geographical position and reasonable municipal planning. Third, the surrounding traffic and facilities are perfect, and the East Station and subway coexist, from large shopping malls and office buildings to entertainment and leisure centers, with complete facilities and high-grade.
The theme group building management of Tianhe North Road is the management feature of Tianhe retail market. According to the geographical location of their own properties and the operating characteristics of shops in the region, developers have formed a "shopping mall street" with the theme of buildings on Tianhe North Road. The theme of group building management of Hilton Sunshine Garden is household appliances and electrical appliance industry; Wanjia settled in Huabiao Plaza Complex with the theme of a supermarket operation; The business theme of Dijingyuan Group Building is restaurant, and the tenant is "Golden Diamond Tide Court". Group operation of Baijia Supermarket stationed in Jintian Garden; There is also the Tianyu Garden Group Building with the commercial theme of "Book Shopping Center". The shops in this group of buildings have a certain scale, and each group of buildings is aimed at different directions. The customer classification is very clear, avoiding mutual competition and taking the road of dislocation management. Coupled with the commercial atmosphere and prosperous market of Tianhe North Road, they are hot projects in this area.