Can the opening of the third wanda plaza in Shenzhen become a bright online celebrity business circle？

In the past weekend, Shenzhen welcomed the third wanda plaza.

On July 30th, Guangming wanda plaza officially opened. In the first two days of opening, this small shopping center is almost crowded with people-people need to queue up to show the green code, buy snacks, even take the escalator, and the event host and security personnel constantly remind people to wear masks.

As a matter of fact, this wanda plaza is not only the latest opening in Shenzhen, but also the smallest wanda plaza. Can it continue to maintain a large passenger flow after the excitement of opening?

Guangming wanda plaza is located on the side of Exit C and D of Fenghuang Station of Metro Line 6, and the subway entrance is directly connected, which can transform the flow of people brought by the subway.

Wanda plaza is a centralized business with Yuefu Plaza. The two parties signed a cooperation in 2019, and it was the first wanda plaza to settle in Shenzhen, which attracted a lot of attention in that year. The commercial area of the project is only about 45,000 square meters. The commercial part consists of 4 floors above ground and 1 floor underground, and it has a certain outdoor area, but in general, it is not large.

According to official data of Guangming wanda plaza, the project has assembled 113 brands.

According to the observation of the interface building, the project is mainly based on the brand stores at the mass level. In addition to the Wanda Studios, the clothing brands include ochirly, Jordan, Warrior and Hailan House. Jewelry brands include Lukfook Jewelry, Laofengxiang, Leofoo, etc. Mobile phone numbers include Huawei and OPPO. Although the number of brands is small, the basic retail types are relatively complete, and we have a Xingqin supermarket.

In terms of catering, there are chain brands such as Xiaolongkan, Xiabu Xiabu, Bahui, Shunyi, Saizeriya and Yidengdeng, as well as chain beverage brands such as Ruixing, Naixue and Starbucks.

It is worth noting that there are three new energy automobile brands here, including FAW-Volkswagen’s pure electric space, BYD, and zero-run cars. This concentration is rare in the shopping malls outside the customs.

In addition, although the volume is small, some "first stores" are also welcomed here, such as the first TEEBOX flagship store in South China and the first store in JOY MARK Shenzhen.

During the opening period, there were "million group purchases", "50% discount for gourmet merchants", "50% discount for seasonal clothes" and "the highest gold is reduced by 120 yuan", so most shops were crowded. Moreover, there was also the "Bright First Street Culture Festival" two days after its opening, which brought a series of activities such as flash mob, street basketball and fancy skateboarding.

According to the official data of the project, within two days of opening, the passenger flow was 250,000, and the sales exceeded 22 million yuan. At the same time, there are 12 national crown-selling stores and 50 whole-body crown-selling stores, and the average daily sales of 35 brands have exceeded 100,000 yuan.

Looking back, when wanda plaza was born 20 years ago and settled in about 200 cities in China, the first wanda plaza began to settle in Shenzhen.

In November 2020, Bao ‘an wanda plaza opened. However, as the first wanda plaza in Shenzhen, Baoan wanda plaza is not satisfactory. On the one hand, this wanda plaza is not close to the subway station, and it takes more than 20 minutes to walk from the nearest subway station, so the traffic is inconvenient; On the other hand, although it has a volume of 100,000 square meters, the internal structure and design of this wanda plaza are old and unattractive because of renting the venue of Fucheng Jiazhou Business Center.

By September, 2021, Longgang wanda plaza also opened for operation, and it is also the largest wanda plaza in Shenzhen, reaching 300,000 square meters.

Longgang wanda plaza is also the "fourth generation wanda plaza", so it is also concerned by the outside world. Inside the shopping center, there are ladders, giant screen eyes, floating planets, "the world’s longest indoor glass plank road" and other landscapes from the first floor to the sixth floor, and great attention is paid to creating an interactive experience with customers. It is reported that the interactive experience format is over 80%, and the retail format is less than 20%.

Bright wanda plaza also opened ten months later, but it didn’t have many "titles" and a small size. With youth culture as the carrier, it gathered the consumer demand of "Generation Z", so it introduced Chaowan Club and JOY MARK brands when it opened.

Horizontally, bright wanda plaza can attract a large number of passengers, which is not unrelated to its location. There are many emerging communities around Phoenix, such as Dragon Light and Nine Dragons Terrace, Shenfang Chuanqi Mountain, Guangming Dadi, etc., and many families have gathered.

In addition, just at Exit A and Exit B of Phoenix Station, that is, across the road from Guangming wanda plaza, there is the Blue Whale World with a dragon body volume of 100,000 square meters.

Blue Whale World opened in December, 2021. By contrast, it has a larger volume, more brands and a higher brand level, and wanda plaza has little advantage. However, because the distance between them is very close, it will form a business circle and increase its appeal to people.

At present, in addition to the above two shopping centers, Guangming also has centralized businesses such as Daqianli, Gongming over the rainbow Shopping Mall, kk park Guangming Square and Qinchengda K+ Square. Among them, the largest volume is Daqianli, reaching 150,000 square meters, followed by 100,000 square meters of the Blue Whale World.

Now, the Blue Whale World, together with wanda plaza, has formed a business circle with a volume of nearly 150,000 square meters, which will undoubtedly compete with Daqili and become another bright and popular business circle.