China'S Three Tier Cities And Leisure Industry Is Blue Ocean.

"P" recently, Shi Lian real estate released "China shopping center brand development report" (hereinafter referred to as the "report").

The report points out that since 2011, residential real estate has encountered unprecedented policy control. However, commercial real estate development has risen against the trend and maintained more than 30% growth.

Meanwhile, in the past 5 years, the average annual growth rate of China's retail sales is 17%, behind the speed of commercial real estate development, and the high growth of commercial real estate will inevitably lead to an increase in vacancy rate.

Therefore, in order to stand out from the fierce competition and compete for the limited high-quality brand resources, it has become the top priority of the commercial real estate developers' development strategy.

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< p > < strong > < a target= "_blank" href= "http://www.91se91.com/" > clothing > /a > restaurant brand, "/strong > /p".

< p > it is understood that the 102 shopping centers that provide data samples for the report have 8700 independent brand businesses. This huge brand library has become an important reference framework for most shopping centers in the market positioning, format combination and investment orientation.

Among them, clothing retail brands occupy the top spot, accounting for 33%.

For shopping centres with department stores, this proportion is relatively low, while shopping centres without department stores usually increase the number of clothing retailers.

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< p > ranked second in the number of brands in the shopping center is catering business, accounting for 17%.

According to statistics, the number of dining brands covered by shopping centers is as high as 1500, but its chain degree is relatively low.

This is mainly due to the strong regionality of restaurants and the difficulty of opening stores across regions.

But the restaurant chain brands with standardized product lines, huge store network and intelligent business management system have developed rapidly, such as KFC, McDonald's, kungfu, South Beauty, Moji ramen and Manchu sweet food brands.

The report also points out that the catering industry has attracted more and more attention from commercial real estate developers because of its strong ability to gather popularity, and the number of restaurant brands will continue to grow in the future.

It is understood that the newly opened shopping centers are gradually upgrading the proportion of catering business, compared to 5 years ago, the proportion of restaurants and restaurants increased from 11% to 20%.

And the old department stores are also gradually increasing the number of restaurants, such as Dongmen Mae department store in the adjustment of formats, the introduction of Starbucks leisure food.

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< p > < strong > three lines, the urban leisure industry is blue ocean < /strong > < /p >.

< p > in the data sample, the 102 shopping centers include typical representative commercial projects in major cities, which are mainly high-end and high-end. These shopping centers cover most of the international well-known chain brands and excellent domestic retail brands.

The report points out that as a tier one city, Beijing and Shanghai are particularly favored by international brands. This is closely related to the strong attraction of Beijing as the capital and Shanghai as an international economic center to overseas investors.

At the same time, international brands are more distributed in the 1.5 coastal cities, which is closely related to the degree of economic openness and development of coastal cities.

Take Hongkong International Shopping Center Harbour City as an example, its 167 < a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand, at present, 40% of the brands do not enter the mainland area, 22% of the brands enter the mainland market less than two years, more brands are still waiting for the opportunity to enter.

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< p > whether for international brands or domestic brands, the brand development of shopping centers in the first tier and 1.5 tier cities has been more mature, and the concentration degree of chain brands is also very high. However, the market capacity of these cities is limited, so domestic and foreign chain brands are in relatively saturated state.

The report says this creates opportunities for three tier cities.

At present, the international chain brands have the lowest concentration in the three line cities, but with the development of the economy and the saturation of the international brands of the second tier cities, the development opportunities of the three tier cities are highlighted.

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P > in addition, although the leisure and entertainment industry has low rents and lack of entertainment, the report believes that it is still an important way to enhance the popularity of the shopping center to meet the consumers' needs for entertainment, parties and leisure in addition to shopping.

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< p > it is understood that there are 1% leisure and entertainment shops in 102 shopping centers, with an average of 2.7 stores in each shopping center.

But the analysis shows that children's amusement format will be a magic weapon to attract family consumers, and the cinema has also become a sharp weapon to stimulate the flow of shopping centers.

In addition, with the enhancement of white-collar health consciousness, traditional fitness clubs are also popular with shopping centers.

Moreover, due to the higher demand of the fitness clubs for the shops, the consumption pattern of the typical destination can alleviate the problem of fewer people in the shopping mall.

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