专访新辰商业集团联合创始人及COO王纯：社区商业的改造不是大型购物中心的同比例缩小

Core Insights - Community commerce is emerging as a significant development direction in the current business environment, with Xincheng Commercial accelerating its layout in this field, having established nearly 10 community commercial entities in Beijing over the past two years [1] - The transformation of community commerce should not merely be a scaled-down version of large shopping centers but should focus on distinctive business formats to create a clear regional identity [1] Group 1: Project Performance - The Huadong Xinchenghui project, a recent transformation by Xincheng Commercial, has shown remarkable results since its opening on April 29, achieving an average daily foot traffic of approximately 20,000, a significant increase from the previous 5,000-6,000 [3][4] - Monthly sales for the project reached around 60 million yuan, with daily sales averaging about 2 million yuan, surpassing the total sales of four floors before the transformation [3] Group 2: Business Strategy - Xincheng Commercial employs a "one store, one strategy" approach, focusing on strong categories such as dining, with over ten coffee and tea brands introduced, and plans to adjust offerings based on consumer demand [4][5] - The marketing strategy for community commerce emphasizes low-cost, high-interaction activities, with plans for approximately 500 community events annually, costing only about 1,000 yuan per event, significantly lower than traditional shopping centers [4][5] Group 3: Market Positioning - Xincheng Commercial's community projects are designed with three core logics: focusing on short-distance customer groups within a 1.5-2 km radius, creating strong categories to attract consumers, and maintaining rapid iteration capabilities based on operational data [8] - The company aims to avoid the pitfalls of traditional community commerce, such as oversaturation and lack of planning, by ensuring that each project is tailored to local needs and consumer preferences [8][9] Group 4: Youthful Innovation - The essence of commercial renewal lies in integrating youthful and personalized elements, with Xincheng Commercial focusing on attracting young brands and creating dynamic consumer experiences [10][11] - The strategy balances the needs of young consumers with those of family-oriented customers, ensuring that the commercial space embodies a youthful spirit while serving community functions [11][12] Group 5: Investment Approach - Xincheng Commercial adopts a "medium asset" investment strategy, revitalizing old retail spaces and integrating community services, rather than pursuing either light asset management or heavy asset development [12]