The Study Of Development Strategy Of Urban Complex

Since2008, the U.S. subprime mortgage crisis has triggered economic depressionglobally. However, in China, owing to the increasing domestic demand and theflourishing real estate industry, the national economy could maintain steady growth.This led to a large number of foreign capitals flowing to China’s real estate market. Butunder the policy control by central government, sales of residential market graduallydecreased. Then, expectation was centered on the commercial real estate market, whichsoon became the sector to stimulate sales and drive investment.The “urban complex”, a megatrend of commercial real estate development, hasproved to have good capital nature and long-term sustainability for operating. Therefore,it turned to be a major mode for local government to advocate urbanization, promoteinternational image and drive economy. Today, it has become the main form ofdomestic commercial real estate development.As the most advanced mode of current commercial real estate development,“urbancomplex” has a complicated developing process, which requires expertise andexperience. Many domestic developers have started to invest on “urban complex”. Butcompared with the developed countries, China has very few commercial projects whichcan make profits for a long period.This paper studied the development strategy of “urban complex” by reviewingoverseas theories and relative cases from4aspects,“site selection”,“projectpositioning”,“design&planning”,“leasing strategies” and “operation management”.Then, based on CBD theory and relevant management theory, this paper reviewed thedevelopment process of MIXC Chengdu, and analyzed its strategies from5aspects thatmentioned above. It proved that MIXC Chengdu‘s development strategy is successfuland practical, which can provide an excellent reference to the “urban complex” in thefuture.The development mode of MIXC Chengdu is centered on “commercial function”,which insists on meeting different customers’ needs. After the positioning procedure, MIXC Chengdu soon launched the leasing business. It successfully allocated4anchorstores, and the leasing rate has reached90%when there were still8months before theopening. This optimized tactic has effectively avoided many operational problems,providing a practical pattern for later commercial projects. Nevertheless, some problemsexposed during the operational process still require further consideration andintrospection.