823頻道
ISSUE 33
January 2019 Edition 2019年1月號

Innovating for Growth:
An Interview with the
Management Team of
Link’s Mainland Portfolio


創新顧客體驗
延續增長勢頭
專訪內地組合管理團隊

Wang Suping, Deputy General
Manager at EC Mall, Beijing
北京歐美匯購物中心副總經理王素平

Alan Li, Assistant General Manager - Leasing &
Operations at Metropolitan Plaza, Guangzhou
廣州西城都薈廣場助理總經理(租賃及營運)李嘉麟

Behind Link’s string of success in tapping the mainland retail market is a proactive management team constantly striving for innovation. With their wealth of experience and market insights, Wang Suping, Deputy General Manager at EC Mall in Beijing, and Alan Li, Assistant General Manager - Leasing & Operations at Metropolitan Plaza in Guangzhou, are leading our mainland teams to future-proof our shopping centres and sustain growth momentum with innovative services that meet consumers’ evolving preferences.

With regard to Link’s operational strategy in mainland China, Suping said, “Despite keen competition from new market entrants in Beijing, EC Mall has been enhancing its positioning as a young, trendy metropolitan shopping centre, with its convenient location above a metro station in Beijing’s core district of Zhongguancun. Given the growing trend of customers demanding unique experiences, differentiating one’s service in tangible ways is the key to success. We have therefore introduced eateries featuring experiential dining concepts, such as a restaurant with a boat-like dining setting; brand outlets which are the first in Beijing, Greater China or even the world, as well as innovative offerings such as an oxygen-enhanced fitness centre, personalised movie room, a shopping delivery service, pop-up stores, and the newly refurbished sixth-floor retail zone.”

Alan said, “Metropolitan Plaza’s advantages lie in its proximity to a sizeable residential community and Liwan District’s popular tourist spots, and its strategic location atop an interchange station connecting two major metro lines. Covering the F&B, lifestyle, family, entertainment and education trades, our shop mix is geared towards young families and trendy shoppers. We will continue to enhance our mid- to high-end positioning with fashionable retail brands, and keep readjusting our tenant mix to maintain novelty and drive footfall. As part of our experiential offerings, we have also brought in tenants offering smart home experiences and early childhood education services.”

Responding to the challenge of e-tailing, both malls are extensively deploying social media platforms such as Weixin and Douyin to support their publicity efforts, while using big data technologies to push event- and tenant-related information to targeted customers.

Suping mentioned that the team’s appreciation of consumers’ mindsets is enabling the rollout of trendy marketing activities to boost EC Mall’s popularity and positioning. "We often engage young shoppers by inviting popular social media KOLs to our themed events and hosting celebrity meet-and-greets. Our annual ‘Fight For What’ international contest has also become a well-recognised street dance competition brand. With EC Mall’s e-loyalty programme, members can also enjoy gift redemptions and parking offers.”

Alan said the young team in Guangzhou has a strong market sense and a firm grasp of young customers’ needs and expectations, helping them devise promotional programmes that resonate with this segment. “For instance, the recent interactive teddy bear showcase at Metropolitan Plaza was a KOL-driven, online-to-offline campaign that has helped establish the mall as a hotspot for social media check-ins.”


領展拓展內地一線城市零售市場佳績連年,背後是積極創新求變的管理團隊。北京歐美匯購物中心副總經理王素平(Suping)及廣州西城都薈廣場助理總經理(租賃及營運)李嘉麟(Alan),以其深厚經驗及市場知識,帶領兩地團隊為商場發展做好前瞻部署,因應客群需求不斷推陳出新,延續業續務增長勢頭。

就內地營運策略,Suping指出:「北京保持有不少新商場落成。歐美匯地處中關村核心區域,毗鄰海淀黃莊站,交通便利,一直積極鞏固其年輕、時尚的都市型綜合性購物中心定位。在顧客要求獨特體驗的今天,務實的差異化是成功發展要素。因此,歐美匯除了引進『綠茶.龍井船宴』等以體驗為號召的特色食肆,以及京城、大中華區乃至全球首家的品牌專賣店,更有純氧健身中心、個人化觀影室、購物快遞服務、品牌快閃店、換上新貌的六樓零售區等多個新穎嘗試。」

Alan指出:「廣州的業界正朝著『多中心』方向發展。西城都薈坐擁多項地利優勢,包括毗連成熟大型住宅社區及荔灣區旅遊熱點,位處雙地鐵上蓋等。商戶組合涵蓋餐飲、生活品味、親子、娛樂和教育等,並會針對年輕時尚人士及年輕家庭需要,包括引入時尚零售品牌將定位提升至中高檔,並透過品牌更替保持新鮮感,進一步提升客流。商場亦引入智慧數碼家居體驗店及幼教服務等,加強體驗元素。」

兩商場均廣泛利用社交媒體如微信、抖音視頻等進行推廣,並透過大數據技術精準發放活動及商戶相關推廣資訊等,回應網購的挑戰。

Suping指出,團隊善於抓住目標客群的消費心理,推出應季市場活動提高商場知名度。「我們不時邀請抖音網紅參與主題活動,並舉辦明星簽售會,增加年輕客人的參與。每年舉辦的『Fight For What』,亦已成為備受推崇的國際街舞賽事品牌。歐美匯亦設有電子會員系統,會員可以享受積分換禮、泊車優惠等,增加顧客粘性。」

Alan說,團隊經過發展階段的洗禮,市場觸覺敏銳,成員不少為年青一代,有助掌握年輕人的需要,推出能夠引起共鳴的推廣活動。「例如早前舉辦華南地區首個POP版的Teddy Bear互動展覽,就是以個性化『網紅』活動,透過線上線下聯動把商場打造成為年輕人打卡熱點。」

Forward-looking Mindsets Underpin Stable Growth
前瞻管理 穩步增長

Forward-looking Mindsets Underpin Stable Growth
前瞻管理  穩步增長 Forward-looking Mindsets Underpin Stable Growth
前瞻管理  穩步增長

The two malls consolidate their position as hotspots for young people through online - to - offline campaigns.
兩商場透過線上線下聯動進行推廣,吸引年輕顧客。

Both Suping and Alan saw the retail industry come under pressure as trade tensions cloud the economic outlook. Both malls have taken measures to strengthen tenant reserves, proactively adjust the tenant mix and step up promotional efforts. Looking ahead, Alan reckoned that the continued rise of middle class and the growth in local residents’ overall spending would help drive retail demand, while a younger customer base would provide further impetus to rental growth in Guangzhou. Suping noted that accurate marketing positioning and distinctive brands, coupled with marketing activities well loved by young customers, will buttress growth in revenue and footfall at EC Mall.

兩人均指出,今年經濟在貿易戰陰霾下穩中有變,面對零售業受壓,商場亦已做好前瞻管理,包括及時儲存客戶、主動調整租戶,以及加大市場宣傳力度。展望未來,Alan指出,中產階級興起及整體居民消費升級對廣州零售需求有正面作用,年輕化消費需求將繼續推動租賃需求穩步增長。Suping 則指出,歐美匯的精準定位以及特色品牌,配合深受年輕消費者歡迎的推廣活動,將可確定穩定的收入及增加客流。