The Xujiahui business district in Shanghai has been frequently searched recently. First, the Pacific Department Store, which has been with Shanghainese for 30 years, ended.
Then the "oldest shopping mall" Shanghai 600 is about to be upgraded.
Now, another commercial landmark in Xujiahui business circle-Xuhui flagship store of Oriental Commercial Building has to be updated and rebuilt!
It was once a landmark and witnessed the 30-year development of Xujiahui business circle.
Located at No.8 Caoxi North Road, Xuhui District, Shanghai, Xuhui Store, the Oriental Commercial Building, is the first large-scale Sino-foreign joint venture retail business enterprise in Shanghai, which was established in 1992. It has five floors above ground and one underground floor, with a business area of 26,000 square meters. It is a joint venture between Hong Kong and Shanghai and opened to the public in January 1993.
Since the 1990s, with the construction of Shanghai Metro Line 1, Xujiahui business circle has gradually emerged as a series of commercial landmarks, such as Pacific Department Store, Oriental Department Store, Ganghui Plaza, Huijin Department Store and Mira City.
After experiencing the "dislocation competition" among the three major department stores (600, Pacific and Oriental Department Stores) and the "dislocation competition" between the format of department stores and shopping centers between the three major department stores and Ganghui Plaza, Xujiahui business district has become more and more famous and has become one of the top ten municipal commercial centers in Shanghai and a representative of the transformation of Shanghai’s business from "strip" to "circle".
Oriental Commercial Building has also left a heavy mark in the development history of local businesses in Shanghai.
Thirty years ago, the Oriental Commercial Building took the lead in positioning itself as a "high-end department store": it was the first one to put a piano in the mall, and you could hear the "tinkling" piano sound without entering the gate; In the shopping mall, the chairs for salespeople to sit down were removed for the first time, and all salespeople (except some special positions) received customers in a standing posture, which was also the first in Shanghai retail industry. From the Logo of "courtesy in the East" and the standard of "full service" to the cashier wallet similar to the cashier at the front desk of a five-star hotel, it has become a "crab eater" in Shanghai department store industry …
Many Shanghai residents have deep feelings for the Oriental Commercial Building.
However, some consumers pointed out that the flagship store in Xujiahui, the Oriental Commercial Building, has been in business for many years, with outdated facilities and fewer customers than before.
Shanghai Xuhui District and Bailian Group will write a new chapter of comprehensive and deepening cooperation. After this renovation and reconstruction, the Oriental Commercial Building will be divided into two parts: business and office. Among them, the commercial part is defined as "Contemporary Oriental Art Theme Experience Center", which blends retail, art, culture and lifestyle, and brings consumers a new experience of space commerce from the dimensions of creative architectural design, artistic space creation and commercial operation presentation. The office building is defined as "the cover of Xuhui business with the integration of literature and business and multiple vitality" to create a world-class business center with high profile, high quality and high service.
Why update and rebuild? The insiders said this.
Why should the flagship store of Xujiahui Oriental Commercial Building, which has a history of 30 years, be rebuilt? Some insiders pointed out that department stores are called "department stores", but compared with the massive goods in the online shopping era, the number of goods that a physical department store can sell is a drop in the ocean after all. In recent years, on the one hand, the department store format has been attacked by shopping centers and community convenience stores offline, on the other hand, it has to face the continuous diversion of e-commerce online, and the business decline has already appeared.
For example, the Pacific Department Store Huaihai Store, New Railway Station Store, Xujiahui Store, and Landmark Plaza on Nanjing East Road, which were once commercial landmarks in Shanghai, have all closed their stores. There were 11 stores in Paris at the peak of Shanghai in spring, and now there are 7 stores left, namely Wujiaochang Store, Huaihai Store, Pujian Store, Baoshan Store, Chengshan Store, Shaanxi Road Store and Tianshan Store. For traditional department stores, the transformation is imperative.
The dream of "chain department store" of Oriental Commercial Building has also been quietly reshaped. Today, Yangpu Store of Oriental Commercial Building has been changed to Youmai Life Plaza, focusing on the city outlet format; Huaihai Store of Oriental Commercial Building was changed to Huaihai 755, positioning itself as a "young and energetic living space"; Nandong Store of Oriental Commercial Building, the old building of Shiyidian Store and the east building of Shiyidian Store are combined into a large-scale commercial complex-the first department store commercial center.
Other department stores under Bailian Group are also accelerating the pace of transformation. For example, hualian department store on Nanjing East Road has been transformed into the first commercial building with the theme of "Secondary Element" in China-Bailian ZX; Huaihai Store, the first department store on Huaihai Middle Road, merged with Huating Isetan to form Bailian TX, the "Young Power Center" which focuses on fashion brands.
Not only the Oriental Commercial Building, but also some old commercial buildings in Xujiahui Business Circle are starting to be remodeled. For example, Meiluo City has been transformed into a "second-yuan" resort, and the sixth department store will be demolished and rebuilt according to the plan, and so on. The Xuhui District Government has previously stated that it is collecting the overall planning plan for the core area of the Big Xujiahui from the world, and plans to accelerate the construction of Xujiahui Center and the overall transformation of Pacific Department Store and Shanghai 600 plots by optimizing five rail transit, skybridge corridor and underground crossing system in the region.
In addition, Huilian Commercial Building, a food landmark that Shanghai people are familiar with, also has new movements: at present, the second and third floors of the shopping mall are being cleared, and the future will be transformed with food as the center. Huilian Commercial Building plans to enlarge and strengthen its own advantage plate. In the future, the whole building will continue the "gourmet gene" on the ground floor, focusing on food and catering business, and a series of catering brands will be introduced on the second and third floors to amplify the original business advantages.
The "food king" should also be updated and upgraded again
Founded in July 1991, Huilian Commercial Building is located at No.40 Tianyaoqiao Road, Shanghai, with a business area of 13,000 square meters. It is the first large-scale department store in Xuhui District. The first floor of the commercial building is known as the "shoulder handle" of Tianyaoqiao Road cuisine.
This is because most of the people who set up camp here are well-known time-honored brands, such as Xinghualou, Harbin Food Factory, Shanlin Cooked Food, Laodafang, Qiaojiazha ….. After a circle, consumers often "return home with full loads".
The 2nd and 3rd floors, which are mainly engaged in middle-aged and elderly clothing, bear the youthful memories of Shanghai aunts and uncles.
Nowadays, Huilian clothing store is about to usher in transformation and transformation, and the whole clothing clearance promotion is as low as 20%. The clothing areas on the second and third floors, which used to be slightly deserted, have suddenly exploded in popularity recently. It is reported that in mid-December, the mall will also launch a clearance gratitude feedback activity for clothes on the 2nd-3rd floors. Almost every counter has a super discount, and some counters also have "ultra-low price" of 158 yuan each from 69 yuan and 99 yuan.
The closing time of Huilian Commercial Building is expected after the Spring Festival. Due to the adjustment of commercial building format, some supporting equipment and facilities need to be rebuilt, which is expected to be implemented gradually after the Spring Festival.
In fact, this is not the first time that Huilian Commercial Building has been transformed and upgraded. In 2020, Huilian Food on the first floor of Huilian Commercial Building reopened after a month and a half of renovation, adding a popular Magnolia bakery and an imported food area, including coffee, steak, ham and seafood.
In 2021, Shenyan Restaurant, located on the 4th floor of Huilian Commercial Building, opened. This Shanghai local cuisine restaurant, which integrates working meals, friends’ dinners and banquets for guests, not only fills the blank of lunch demand of business people in Xujiahui business circle, but also provides new choices for family dinners for surrounding residents. This move is also a new attempt to carry out catering business at multiple levels in Huilian Commercial Building.
In the future, Huilian Commercial Building will continue the "gourmet gene" on the ground floor, focusing on food and catering management. Not only will the "gourmet paradise" on the first floor remain unchanged, but the second and third floors will also start selling delicious food. In combination with the upgrading of night economy in Xujiahui business district and the overall construction plan of Tianyaoqiao Road Leisure Catering Street, Huilian Commercial Building will mainly take the extension of the characteristics of Huilian food on the first floor as its core concept, introduce a considerable number of catering merchants, and improve the business categories of Huilian food; At the same time, expand the night economy and enrich the catering format and the supply of American food.
(The original title is: "Why should this well-known department store be rebuilt after 30 years with Shanghainese?" The insiders say so ")
