[폴인인사이트] The reason why there is no Starbucks in an apartment mall that was exchanged for 350 billion won

(Omitted) Usually, a real estate developer develops an apartment complex and then sells the apartment mall. Then, since sales are generated immediately, the flow of funds can be improved, and cumbersome processes such as having to find a company to enter a store or negotiate rental conditions are eliminated. It’s a strange thing not to sell it as it becomes money and there is less work to be concerned about. But when you leave the hands of a real estate developer, the apartment mall becomes weird.

It is up to the person who received the sale to decide which store to open. Of course, the pollinator puts the store where he pays the most rent. I’m not interested in what the whole apartment mall will look like. If you do’partial optimization’ centered on rent, the’overall optimization’ collapses. The necessary facilities will be located according to the market logic or the minimum guidelines set by the real estate developer, such as convenience stores, laundry, real estate agencies, hospitals, and academies, but it is not a place where you want to spend time crossing the store. Structurally, it means that the offline business of the apartment mall is difficult to channelize. At the same time, it also means that offline business is far from evolving.

‘Neo Value’, the developer of Allyway Gwanggyo, chose to operate instead of pre-sale in order to solve these chronic and structural problems in apartment shopping areas. In this case, it is a necessary effort to secure and manage the stores. Secondly, how much sales do you have to give up because you did not sell the mall? It will vary depending on the calculation range and method, but roughly it is around 350 billion won. It is a scale that cannot be easily put down if judged by numbers alone, but it is possible because we prioritized a philosophical approach instead of economic logic. Then, what is the philosophy of developing an apartment mall that Neo Value replaced with 350 billion won?

It is a philosophy with the will to become a base to change the way of life. Just as the way of eating has changed with the introduction of convenience food, the way of travel has changed with the advent of camping cars, and the way of life has changed as a whole with the birth of a smartphone, Alliway Gwanggyo will renew the way of life in the neighborhood. Just as there is a direction of’better’ in attempts to change lifestyles such as convenience meals, campers, and smartphones, Allyway Gwanggyo, who stands for a lifestyle center, has an ambition to make a better neighborhood. It means that we will put the’people’ and’life’ that were behind the scenes at the forefront because of the economic benefits and operational convenience of real estate developers. That is why Neovalue calls itself a lifestyle developer, not a real estate developer.

In order to create a better neighborhood, NeoValue paid attention not only to the’facilities’ in the apartments, but also to the’time’ spent there. While Roppongi Hills changed its spatial composition into a’vertical city’ to make the time spent by office workers valuable in the era of the knowledge industry, Alliway Gwanggyo was a’Lifestyle Center’ so that local residents can use their time valuablely in the age of lifestyle. The space was renewed through’. Even if you go out of the house without going far to the city center, you can spend time and enjoy life in a lifestyle the way each person pursues. Because home is not only a place to sleep, but a place to live life.

It is also noticeable that there are no anchor tenants like Starbucks that should be there, but it was interesting that there are stores that seem to not exist anywhere else. It was also the first store I saw Lee Mo, who was preparing to study hard on offline stores such as’Botanical Garden’,’Doosugobang’,’Stroll’, and’Thinkju’. Not only that. Unexpected and unexpected brands were also seen everywhere. Brands that are popular with the MZ generation, such as’Book Power Plant’,’Hour Bakery’,’Neighborhood Mill’,’Yeonnam Mill’, and’Density’, were also located in Alliway Gwanggyo. It is a space that fits the channelization flow of offline business.

Usually, Anchor tenant is a key consideration when operating an apartment mall directlyis. It is to find a brand that has attracting power and enter the store. The real estate developer industry has traditionally considered theaters, marts, and bookstores as anchor tenants, and recently, large cafés, popular restaurants, and SPA brands are viewed as anchor tenants. So when I went to an apartment mall run by a real estate developer myself, most of the space was made up of large or famous anchor tenants. (syncopation)

It means people live. So the concept of’town’ comes into being. Neovalue focuses on this point, choosing to operate instead of pre-sale, focusing on the neighborhood, which is an essential attribute of the apartment mall. By looking at Allyway Gwanggyo as a part of the neighborhood, and building a local community that connects people, regions, and cultures here, we will provide experiences and memories that cannot be felt in existing shopping malls. Even in the name Allyway, there is a goal of restoring the warmth of the streets of the neighborhood. That is why when selecting a brand to enter, rather than an anchor tenant, we are looking for an Echo tenant who will sympathize with and echo this philosophy. (syncopation)

If your neighborhood needs it, and you don’t have the right brand to do that, you run it yourself.
‘Doosugobang’ where you can experience the cooking of the monk Jeonggwan, who introduced traditional Korean temple food to the world,’Botanical Garden’, which proposes a gardening lifestyle by introducing nature into the space, and’a place where you can spend a comfortable time at home and think about housing.’ It is explained that about 10 places such as’Thinkju’ and’Strol’, a men’s lifestyle editing shop that emphasizes the story of products and brands, are necessary in the neighborhood, but are operated by investing directly by NeoValue because there is no suitable brand. In addition,’Density’, a bakery located in the botanical garden, was considered a must-have brand for the neighborhood and took over. In this way, NeoValue is not even acquiring an eco-tenant, so it directly invests in the eco-tenant, raising the paradigm of operating apartments and shopping malls without pre-sale.

If the central part of the market was organized into stores and alleys were built, the concept of Allyway could be delivered immediately and sales could have been increased. For some reason, why did NeoValue choose a plaza instead of an alleyway?

(Simple)

■

■ On March 25th, don’t miss the online fall-in seminar!

「

If there is no future offline, then imagination is lacking.

Now that the central axis of commerce has shifted to online, how can offline capture consumers who are already accustomed to digital transformation? Like Netflix, can offline stores occupy the customer’s’time’? In a rapidly changing trend, how should shopping malls curate their stores? Can a small store become a media with attracting power?

Tvarkod, Neovalue and Book Power Plant are together with Fallin. Together with the insights from the Fall-in storybook 〈Offline Business, Imagination Changes the Future〉, we will find a new flow of offline business that we experienced and felt in the field and the direction to move forward.

▶ Learn more-Paul In 〈Offline Business, Imagination Changes the Future〉

」