Reasons for the decline of South Building and Aiqun Building.

Revelation 1: The rise and fall of commercial real estate projects is not directly proportional to the development of the city, but the decline of the Southern Tower is simultaneous with the rapid economic development of Guangzhou. From 199 to 1995, the South Tower was in its heyday. At this time, the South Tower ranked among the top ten retail enterprises in China, with annual sales reaching more than 1.3 billion yuan. However, since 1996, the turnover of South Building has declined and losses have occurred. Although the asset reorganization was approved by the municipal government, the operation has been in trouble since then. Since 1996, it is the period when Guangzhou's national economy has entered a high-speed development. In the case of the South Building's deteriorating business conditions and losses year after year, Guangzhou's annual GDP growth rate has remained above 13%, and the per capita annual income of citizens has increased above 9%. In 23, the total sales volume of South Building fell to more than 6 million yuan. In the ranking of national peers, it was ruthlessly squeezed out of the top ten, ranking only 57 th. Facts tell us that as a specific commercial real estate project, its income will not be directly proportional to the urban economic development. Some commercial real estate investors regard the total savings of residents in a city as an important reference coefficient for investing in a commercial real estate project, and take the economic wealth of a city as a reference object. This investment decision is very dangerous. Enlightenment 2: Commercial real estate projects believe that the advantages of urban commercial centers have entered the new century, and there are two typical phenomena in the commercial real estate field in Guangzhou: one is the gradual decline of the Southern Building with a history of more than 8 years, and the other is the gradual rise of Guangzhou Tianhe City Department Store. At present, the occupancy rate of Tianhe City Department Store is 96.7%, and the average daily passenger flow exceeds 1,, which has become a hot spot for citizens to shop and relax and tourists to visit. Since 21, the annual rent of its shopping malls has been stable at around 2-3 million yuan. This is closely related to the eastward movement of Guangzhou city center. At that time, the area where Nantah was located was the commercial center of Guangzhou, which was crowded with people. Many people in Guangzhou were proud of shopping in the South Building. At the end of last century, the center of Guangzhou moved eastward, and the area with a radius of about 3 kilometers from tianhe sports center became a business center and a new business center with high-grade office buildings in Guangzhou, and became the first choice for Guangzhou people and tourists at home and abroad to relax and shop. Facts have proved that large-scale commercial property projects always change with the evolution of the urban center. Commercial real estate investors can only make correct investment decisions if they are based on the current situation, look at the future of urban planning and development, and grasp the direction of urban central areas. Especially at present, many cities in our country are engaged in the construction of new urban areas, which is particularly worthy of attention. Enlightenment 3: Commercial real estate projects believe that the decline of the Southern Building is closely related to the increasingly prosperous and congested cities in Guangzhou. It turns out that the South Building is located in the transportation center of Guangzhou, and the Pearl River Pier is close at hand. Land and water transportation connects Guangzhou with Nanhai, Panyu, Dongguan and other places. With the construction of bridges and expressways in the Pearl River Delta region, cars have replaced water traffic, passenger ships on the Pearl River have stopped working, and the traffic in the city is congested. The area around Nanfang Building, located in the old city, has become the first area where vehicles are difficult to pass. Shopping in the South Building, parking can't find a place, and all the roads around the South Building are subject to one-way traffic control. When citizens get off the bus, they have to make a big detour to find the station back. On the contrary, Tianhe District is the gathering area of Guangzhou and the Pearl River Delta. Tianhe City Square is surrounded by a ring road, and there are more than 6 bus lines standing in front of the square. The square is adjacent to the East Railway Station in the north, Guangzhou Economic Development Zone in the east and the old city of Guangzhou in the west. The entrance and exit of the first-line subway leads directly to the basement of the square, and there are thousands of parking lots in the basement of the square, which is an essential revelation for large shopping centers. Fourth, the commercial real estate project believes that the consumption environment is superior. The South Building is located in the most prosperous place in Guangzhou-Xidi. It is adjacent to the Pearl River in the south and Shamian White Swan Pond in the west, with superior geographical environment. Many people came all the way to see the tallest building in Guangzhou at that time. Later, in order to alleviate the traffic pressure, a viaduct was set up here, and many residents in the vicinity moved. The whole street was covered by a giant of reinforced concrete, and it was dark during the day. When I came here, my mood was difficult to be as clear as the sunshine outside. The Tianhe City Department Store in the new urban area is a good area for greening and beautification. The square in front is open and beautiful, sunny and full of flowers, and citizens can take photos and play. The old and the young are happy. In addition, as a commercial building designed and built more than 5 years ago, the South Building is inherently narrow and unreasonable in layout, making it difficult to form an open lobby and elegant interior decoration like the new shopping center. Enlightenment 5: Commercial real estate believes in the rules of the game of market economy. A department store manager of the South Building said that "the survival of the fittest, the South Building can't adapt to the development of the market and can't recover the dilemma of decline, so we can only admit and accept this reality". This is the mature thinking of an old businessman. An old brand is the history of a city. The South Building with a long history was once the spokesperson of Guangzhou's economy. The times are changing, and people's consumption concepts are also changing. Since its birth, time-honored brands must maintain their charm among consumers. If they can't keep up with the times, they can only be ruthlessly eliminated by the market. Although Nantah introduced foreign capital, its state-owned enterprise management and operation mode has not been fundamentally changed for a long time, and it missed the opportunity to use foreign capital to transform its self-mechanism and management mode. The heavy historical burden and high operating costs make it difficult for the South Building to maintain in the market competition. Enlightenment 6: Commercial real estate believes in the best combination of formats. After the mid-199s, Guangzhou Nanda faced an unfavorable environment of being attacked from three sides: First, foreign retail giants began to deploy in the Pearl River Delta; Second, foreign capital and local small and medium-sized supermarkets have comprehensively entered the space where the department store industry originally dominated; Third, warehouse stores, shopping centers and countless specialty stores, convenience stores, grocery stores and other western countries have almost all accumulated in front of the traditional department store industry like Nanda. People's awareness of nearby consumption, experience consumption and fashion consumption has increased. Under such circumstances, the department store of South Building can't get rid of the traditional business model and format combination, and it will inevitably be forgotten by consumers.