Shanghai'S New Retail Area Will Reach 3 Million Square Meters In The Next 3 Years.

< p > East and broad, focus on the shopping malls next to you.

According to the latest statistics of Jones Lang LaSalle, Shanghai's total number of new shopping centers will reach 13 this year, and the new retail area in Shanghai will reach 3 million square meters in the next 3 years.

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At the same time, the growth of the total retail sales of social consumer goods is slowing down at the same time when commercial facilities are concentrated on P.

In an interview with Tong Limin, an expert interviewed by Dongguang, Shanghai business has shown a situation of "oversupply".

Listen to the report: < /p >

< p > although it is now a traditional off-season business, but in the past month or so, the city has opened three large shopping centers, and in the second half of the year, Jingan Jiali center, Lane Crawford, IAPM and other new stores will also open in succession.

At the same time, the phenomenon of commercial homogenization is becoming more and more serious. Most "one-stop" shopping centers not only have the same brand and style, but also have similar layout.

People who love shopping say that if it is not for the difference between price and activity, it really can not see the difference between these shopping malls.

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< p > (reality: feeling has been opening a new store, but it is very similar, really characteristic, willing to go shopping not much.

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< p > even people in the industry lamented that today's shopping malls store on one side, < /p >.

< p > (fact: the phenomenon of homogenization is very serious. Especially for general department stores, the assimilation of commercial brands has reached 55%-60%. It is the same for ten shops and one store.

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< p > in addition to homogenization, the problem of oversupply of commercial facilities is also increasingly prominent.

Qi Xiaozhai, principal investigator of the Shanghai business information center, who formulated the commercial planning in 12th Five-Year, said many domestic developers turned to commercial real estate and overheated commercial projects.

At present, Shanghai business is now in a situation of "oversupply". < /p >

< p > (reality: many residential developers develop large commercial facilities.

On the other hand, e-commerce has increased by more than 50% each year, but the retail growth of the whole Shanghai is only about 10%. Last year, 9%, a large piece of business was dug by electricity, and the entity business itself was expanding rapidly and obviously oversurplus.

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< p > in addition, blindly gathering is becoming more and more intense.

In Zhao Lane of Qingpu, there are two peculiar phenomena of Oteri Simon's opposite door.

Qi Xiaozhai said, there is no precedent in the world, and some formats can not be overlaid. < /p >

< p > (fact: a city like Shanghai now has a capacity of almost 3.

Otrice is not for all consumers, it is next door, a place, definitely passenger flow.

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Less than P, Pudong's Disneyland has also announced the launch of two outlets. At present, the orlies project adjacent to Pudong airport has been established, while Shanghai Bailian and American Simon have been planning to build the orlies project around Disney.

According to the original plan, two Oteri J are less than 20 kilometers apart.

People in charge of the industry say that in order to avoid collision, the latter is still being selected.

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The problem of commercial homogenization is not a new problem that emerged only this year. As early as three years ago, this topic has become the focus of attention in the industry. P

The Shanghai Shopping Center Association said that there were 7 or more brands of "a" target= "_blank" href= "http://www.91se91.com/" in the shopping centers.

But on the other hand, a large number of personalized brands are blocked outside the high threshold of shopping malls.

In fact, there are about hundreds of thousands of commodity varieties in the market of some internationalized cities abroad, and there are only about ten thousand varieties in Shanghai market.

How to introduce some cheap and good overseas two or three line brand is calling for the improvement of the buyer's market.

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< p > it is worth noting that the accumulation of new shopping centers is closely related to the intervention of real estate enterprises.

Since April 2010, Vanke, Longhu, Pauli, Huarun and many other leading enterprises in the real estate sector have gradually expanded their territory to the commercial real estate sector.

Fang Fang, director of the commercial real estate research center, thinks that developers often only focus on the appreciation of real estate and lack of business planning and argumentation.

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< p > [reality]: before our planning and land grant, there was no commercial demonstration. The previous planning argumentation was mainly from the perspective of real estate.

The main business of the Business Council is that when the store is open, he is lagging behind.

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In addition to Disney, in the next few years, many hot spots such as the Pujiang coast and Hongqiao hub will also enter the period of centralized development. How to plan the layout and avoid rushing headlong into mass is a topic that can not be passed before the district governments and enterprises.

From this perspective, in addition to differentiated brand strategy, there are actually more experiences to learn from.

For example, CBRE Europe Branch, a well-known real estate investment management company, tries to set up a medical center in the shopping center in Germany. It provides users with "experiential consumption" in the shopping center of Sweden, and provides libraries with a "experiential consumption". Or, following the example of Hongkong, it will create a famous tourist attraction and expand the brand influence with the help of tourist cities. Besides, the thematic feature advocated by Japanese shopping centers is also a good choice.

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