AEGEAN SEA SHOPPING MALL TONGZHOU | Stacked City | Architecture | AND lab | APAC Glocal Commercial Design Consultants Group

Commercial Additions & Alterations | Commercial Interior

AEGEAN SEA SHOPPING MALL TONGZHOU |

Stacked City

"With AND lab's architectural experience, the construction of a commercial mall from land acquisition, positioning, planning, architectural design, approval to completion can take as little as 2-3 years if expedited.

Today's commercial competition is fierce and ever-changing.

One common challenge faced by commercial mall developers is that by the time the construction is completed, the market has already changed, and the initial positioning has become outdated and no longer applicable.

In China, it's a common phenomenon that most commercial developers lack professional market research departments like those in mature markets such as Japan, South Korea, Hong Kong, and Singapore. These departments rely on market surveys, analysis, and projections to guide them towards consumer trends at least five years ahead.

Take Singapore, for example; on Orchard Road, all malls undergo major renovations every five years, and there are changes in brand tenants as well.

However, many Chinese commercial developers face the dilemma of not being able to establish such market research departments.

In the current generation of Chinese commercial developers, the leadership generally lacks a high level of education in business, and few have graduated in business or market-related fields. Without academic and theoretical foundations, the leadership and project managers mainly rely on accumulated "experience" gained from working in different developers.

Even if they come from an architectural design background, which is already considered quite close, most architects in China started focusing on commercial development only after 2008. Architects before 2008 haven't seen proper malls; they've only seen department stores.

Project leaders can only rely on past experience and current circumstances to predict future trends. This often leads to subjective judgments rather than objective inferences.

It's very rare for project leaders to stay with the same company from planning to operation after completion. Most project leaders and managers, after completing a project, move to the next company with their "resume," without the opportunity to verify the success of the initial planning and positioning.

This is why local commercial developers lack competitiveness.

On the other hand, architectural design companies usually do not engage in commercial planning as it falls outside their scope of business. However, developers often seek advice from architects. Yet, this "advice" is often drawn from existing malls rather than from research-based proposals.

AND lab has always been research-oriented in its design approach.

Firstly, for this project, we conducted both macro analysis within a 2.5-kilometer radius and micro analysis within a 1-kilometer radius of the site."

Within a 2.5-kilometer macro radius

We conduct color-coded analysis based on the nature of land use. This allows us to clearly understand the behaviors and consumption patterns of the surrounding population, as well as the number and locations of competitors. Are they residents primarily focused on daily consumer goods? Are they working professionals more inclined towards dining and entertainment? Or are they residents within educational districts primarily concerned with education and children's entertainment?

Finding buyers is the key to product sales.

Then convert the above information into statistical figures.

Based on the population density of 1,741 people per square kilometer in Tongzhou in 2018, we can estimate that the population within a radius of 2.5 kilometers around the project is 34,184. Among them, 18,117 are residents.

Based on Tongzhou's per capita GDP of 52,750 yuan in 2018, and considering 30% disposable income, the monthly consumption of these 18,117 residents could reach 23.89 million yuan.

Next, we will further conduct a micro-analysis within a radius of 1 kilometer.

Client

Confidential