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2020-09-25
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雖然台灣蔬食人群持續增長,OATLY最新研究報告發現近四成受訪者誤解植物奶是植物搭配牛奶的飲料

2.6萬坪宏匯廣場 新莊重劃區2020初春登場

在中國經營商用不動產與大型百貨的許崑泰,挾群光百貨武漢單店125億、集團2019上看320億(台幣)營業額的實力,鮭魚返鄉投資新北,BOT經營新莊副都心百貨商場,今日(29)舉行上梁典禮,正式宣佈2020年第一季開業營運。

宏匯廣場營業面積達2萬6千坪,停車場共7個樓層,可以容納1266個汽車停車位、1244個機車停車位、300輛腳踏車停駐;交通網絡有:三高(中山高、汐五高、五楊高)、三快(台一線、特一號、特二號)、三捷運(新莊線、環狀線、機場捷運),不論開車或搭捷運,都可便捷抵達,一年之後營運,將會翻轉新莊頭前、副都心計畫區的風貌。

【不是市場新兵,事業有成返台投資】

去年(2018)全台百貨整體營業額3,396億元,較前年小幅成長1.5%,大部分百貨勉強持平,有些甚至衰退。面對線上購物侵蝕百貨業績的威脅下,仍有勇將加入戰局。對此,在中國經營群光百貨15年的宏匯集團董事長許崑泰與零售教父徐重仁持看法相同:「市場永遠沒有飽和點,只有重分配跟被取代。」,許崑泰旗下武漢群光百貨, 2018年單店營業額125億, 年增12%,表現亮眼。

許崑泰表示:「三重、新莊、蘆洲、五股、泰山5區118萬人口,我們是唯一一家百貨,過去新北市作為台北的衛星城市,民眾住在新北市卻大多到台北工作與消費。宏匯廣場開幕之後商圈翻轉,民眾可以生活在新北、工作在新北、消費在新北、稅收留新北,建設在新北了。」

【實體零售  留人潮拚體驗行銷】

各大百貨應對被線上狂電流失的人潮,多以提高餐飲比例、設置超市、影城拉回人潮應對,陳玉寶:「宏匯廣場作為新北頭前、新莊副都心兩個重劃區唯一的百貨公司,提供充足的餐飲選擇、設置超市、導入12個廳的影城,滿足商圈現在欠缺的生活購物、貧乏的社交娛樂機能是基本配置,但我們對自我要求的價值,不僅於此。」

宏匯廣場引進日本Sony集團旗下的Zepp場館、預計導入建置300坪的VR主題遊樂園、挑高九米的室內攀岩館、廚藝教室、親子手作教室、在一樓打造挑高16米的咖啡廊道,連通到緊鄰的2000坪新北願景公園,許崑泰:「我們希望宏匯廣場是個宜人舒適,匯集幸福的商場。」

【開發投資46億 創造服務價值】

許崑泰返台拓展百貨版圖,找來百貨30年經驗的陳玉寶領軍招商與經營團隊。

陳玉寶對於宏匯廣場加入百貨市場持樂觀看法:「新北市百貨去年營業額330億台幣,宏匯廣場加入後,市場是重新洗牌,還是餅會變大?要看百貨業者如何努力創造價值。」

許崑泰從經驗中了解,實體百貨要成為除了購物以外,休閒娛樂、互動社交、獲得生活靈感的據點,「就跟拿著手機找上網熱點(Hot spot)一樣,宏匯廣場就是你的生活樂(熱)點。」為了這句話,許崑泰投入46億,打造宏匯廣場。

大手筆地簽約引進日本Sony Music Entertainment 專業展演場館Zepp,一年在館內預計有200場以上的演出,歌手五月天、張惠妹的亞洲巡迴演唱會都曾在日本Zepp的場館演出。宏匯廣場的「Zepp New Taipei」, 將是海外知名藝人巡演台灣的新據點,原裝傳真的日本演藝專業表演場館,燈光音響專業水平超越國內Life House許多,目前百貨同業館內搭建的定目劇場,就更無法比擬了。

在高樓層(7~9樓)設置日方防噪抗震的營造要求,同個樓層還有最怕噪音卻又製造噪音的影城,負責BOT規劃執行的宏匯集團總裁黃坤泰:「即使有過去豐富的開發經驗,宏匯廣場這個項目還是十分具有挑戰性。」

【上百種餐飲選擇,社交娛樂購物運動休閒一站完成】

宏匯廣場所在的新莊副都心與頭前重劃區,估算至少有160個建案、滿住人口約10萬人;區內現已有行政院聯合辦公大樓3500名公務員進駐,2020年將落成39層的國際商辦,會有更多企業總部進駐,目前在餐飲宴客上即有很大的需求;為此宏匯廣場需要在館內各樓層設置美食街、小飯館、異國料理、主題餐廳、茶餐廳、啤酒餐廳、親子餐廳、咖啡廳、生鮮超市、伴手禮…等,提供飲食與宴客社交的機能。

開放式廚藝工坊跟親子手作教室,是百貨館內體驗的新風潮,這也在宏匯廣場目前的規劃中。「我們在5~6樓規劃了跨樓層,挑高9米的室內攀岩館,這是同業沒有的規模。」

300坪的VRㄧ站式主題樂園,以及包含4個皇家影廳在內的12廳影城,完整豐富實現許崑泰所說的:體驗行銷、創新服務價值。

 【400個商機,緊鑼密鼓募集中】

宏匯廣場已緊鑼密鼓的進行招商,占地2.6萬坪,地下7層、地上14層的生活百貨,將引進400家專櫃品牌進駐,提供時尚購物、生活休閒、運動健身、閨蜜午茶與商務餐飲、流行影音,是生活社交娛樂的新基地。

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