Home >

China'S 3100 Shopping Centers Homogenization Reached 60%

2013/9/20 14:58:00 33

??? 日本語 Fran?ais English 中文

Shopping Center Homogenization Adjust Measures To Local Conditions

in recent years, because of various functions such as shopping, leisure, entertainment and catering, the rising star shopping centers have sprung up like mushrooms.

According to statistics from the Development Committee of China shopping union shopping center, the number of shopping centers in China has reached 3100.

However, at the moment when developers are increasing investment and accelerating the pformation of department stores to shopping centers, the format is facing the same worry.

September 14th, Qu Dejun, senior vice president of Dalian Wanda Commercial real estate Limited by Share Ltd, made a keynote speech at the Eleventh Annual Conference of China International Shopping Center, said that at present, China's shopping center brand homogenization rate has reached 60%, and competition in the same industry is fierce.

as the song says, in order to gather passenger flow, shopping centers have introduced brands like apple, ZARA, H&M, GAP, grandma's home, green tea, sipping, feeding and so on.

Then, in the context of ten different shopping habits, how can shopping centres achieve differentiation?

according to local conditions, attach importance to territoriality /p >

September 14th, commercial real estate developers from all over the world gathered at Millennium Minneapolis in Beijing to discuss the development plan of the industry.

In this regard, Qu Dejun's speech on the homogenization rate of Chinese shopping center brands has reached 60%, which is like pouring cold water into the fast developing shopping center industry.

"in the process of rapid development of commercial real estate, homogenization competition is becoming increasingly obvious. Nowadays, the homogenization brand in shopping centers has exceeded 60%, which means that the operation of China's shopping centers is now facing extremely severe challenges."

Qu De Jun is an introduction.

at the same time, Huang Qining, vice president of Tianhe Group, holds similar views.

Huang Qining believes that when shopping centres do not pay attention to shopping has become a major trend in the background, colleagues are competing to do some catering based experiential formats, have increased the proportion of non shopping categories.

This is actually a homogenization, because the number of brands that can enter the shopping mall is limited.

it is undeniable that the stereotyped brand is very serious for shopping centers, because this means that when competing with peers, the shopping center will often fall into the whirlpool of price slaughter.

P > that is why the Development Committee of the shopping center of China Shopping Center recently gave the development of the Chinese Shopping Center for 20 years.

It also indicates that the risk of shopping centers is increasing rapidly in the non professional era of professional products.

as we all know, Chinese enterprises are good at imitating, and commercial real estate is no exception.

For a long time, the most favorite thing for commercial real estate traders who lack the motive force of innovation, the lack of accurate grasp of consumption demand and the pursuit of extensive development is to copy and imitate those successful shopping centers, which is the root cause of the homogenization of the current shopping center industry.

Guo Zengli, director of China shopping center industry information center, is an analysis.

Guo Zengli said in an interview with reporters that the shopping center homogenization changed from another point of view, that is, many commercial projects did not find their unique selling points.

The status quo of brand homogeneous 60% also means that most commercial projects do not capture the consumption characteristics of the territories. After all, the consumption demand of each business circle is not exactly the same.

If the shopping center can make 30% of the brand very distinctive, even if the brand is homogeneous 70%, there is no need to be afraid, because the core competitiveness of the shopping center lies in the unique minority.

However, it is not easy to do the two words.

then, how can the shopping center that has fallen into the "a href=" http://www.91se91.com/news/index_c.asp "homogenization < /a" have its own characteristics?

for this, Sun Xudong, chairman of Columbo commercial Limited by Share Ltd, told the China Commercial Daily reporter that commercial real estate could not be differentiated if pursued blindly.

Therefore, if shopping centers want to highlight differences, the first thing to do is to slow down the pace of development and look for different places in every city and block.

"P >" shopping centers want to achieve differentiation, the most important thing is to learn innovation, and completely pform to localization.

Only by adapting measures to local conditions, shopping centres can truly become consumers' favorite places and are willing to patronize pastimes.

Guo Zengli further judged that.

let retailers become partners > /strong > /p >

talking about the differentiation of shopping centers, we have to mention the key step of investment promotion.

What makes the shopping center operators feel helpless is that there are too few brands to choose from.

Sun Xudong said frankly: "the brand that can drive passenger flow is so much. If you want to go on a project, you have to find ways to ask them, which makes us very miserable."

The irony of P is that some shopping centers have opposite attitudes towards retailers.

Chen Haiquan, chairman of the Asian Shopping Center Association, said that Asian shopping centers could be bent on trying to curry favor when faced with international brands such as fast fashion.

These brands can take up the golden section with only a few rents, and some shopping centers with low bargaining power can even pay rent for the introduction of these brands.

But the real cost is local brands.

At present, even the very characteristic local brands want to enter the shopping center will pay a very high rent.

To deal with these brands, shopping centres must not be soft hearted.

The difference between P and subjective consciousness has caused the homogenization of shopping centers to a certain extent.

span style= "font-family:" Song body ";" font-size: ";" "" "" > "< < >", "song";

In Guo Zengli's view, the biggest difference between Chinese shopping centers and foreign shopping centers is that P relies too much on big brands and plays a weak role in negotiations with them. For this reason, the principle of sacrificing the principle of letting big brands enter --EndFragment-- happens frequently.

However, this practice in the early stages of the development of the industry, once the development of the industry to every shopping center recruited brands are almost the same time, will be difficult to continue, because your core competitiveness is gone.

in addition, unlike foreign shopping centers in the past ten years, China's shopping centres are still short of patience, playing the role of a charter woman, giving tenants a shorter lease.

What they want is that in a few years, rent can be rentable by adjusting tenants, and there is no long-term consideration from the partnership level.

Guo Zengli is the analysis.

In the normal sense, the relationship between a good shopping center and a retailer should be p.

In negotiations, we do not take strength or weakness as bargaining chips. We will not give subsidies to the other side because of their strong bargaining power, otherwise we will oppress them.

It is a relationship of common development and common honor and disgrace.

This means that when you introduce a brand, the first thing you consider is whether it is suitable for you.

If you do not meet your business positioning, even if it is a big brand, do not introduce it, only in this way can we gradually become differentiated.

Guo Zengli thinks.

the SM group from Philippines has opened 8 shopping centers in Chongqing and Xiamen. Steven T. Tan, the vice president of the group, said that there are so many McDonald's stores in the world, and each shop sells hamburger fries, and the products are not different.

Why do other companies not do McDonald's? The reason is all about services.

For shopping centers, the best way to achieve differentiation is to make breakthroughs in services.

You need to know what your customers are, what the tenants need, and try their best to meet their needs, and establish a very good trust relationship with them.

Because your shopping center can gather passengers, depending on the tenants you choose.

it is understood that the headquarters in Sydney, Australia, is the largest shopping center developer in the world. At present, the group's assets are valued at 64 billion 100 million US dollars, and we have 21997 retail outlets in Australia, the United States, the United Kingdom and New Zealand, with a total operating area of 10 million 600 thousand square meters.

In September 14th, P Jack Hanrahan, director of retail relations at Sai Tin Group, said that helping the retailers develop together is what Xi Tian has been doing all along.

The reason why Sai tin did this is because the company firmly believes that to build a good shopping center, there must be very good retailers.

"My duty in the west is how to help retailers do better and pay attention to the next development trend of the retail industry.

We will always organize some meetings with retailers to help retailers integrate their products effectively and help retailers make good use of retail technology to improve profitability and help retailers provide personalized services.

because of this, the number of customers visiting the Sai Tin Group shopping centre is 53 times a year, and 71% of the customers visiting the shopping mall are women.

The average time they stay in a shopping center is 82 minutes, and 68% of customers go there once a week.

"no matter whether the shopping center is willing or not, adjusting the attitude towards retailers is a must."

Chen Haiquan emphasized.

training a whole body of "stir fried vegetables" > /strong > /p >

there is no doubt that the differentiation of shopping centers will ultimately require the combination of formats.

This means that when shopping centers introduce brands with local attributes and let retailers become partners, they should also make articles on the combination of formats.

Yu Yu Lai, chief expert of China shopping center industry information center, believes that the functions of the shop mix are of great importance to the shopping center.

Generally speaking, the better the business mix is, the more difficult the shopping center is, even if the partners are reluctant to abandon it.

This means that the operators of the shopping center should try their best to provide the best business environment for businessmen. If there is the idea of exploiting the business, it must be itself.

"Shopping centers to enhance their level of operation services, but also a good way to stagger homogenization."

"in fact, the same brand is composed by different teams, and the results are different."

Wang Zhiming, general manager of Beijing Greenland Beijing Commercial Management Co., Ltd. told the China Commercial Daily reporter that from the software level, although the brand of shopping center is the same, it does not mean that there is no way to make differentiation.

Even with the same brand and strong operation team, the synergy between brands can be achieved through the combination of formats.

Wang Zhiming thinks that at the moment, ZARA, H&M, grandma's home, Paris's sweet and other brands are loved by consumers. Under such circumstances, shopping centers are not bad things to catch people's consumption needs.

If the A mall has a grandmother's home, and the B mall also has a grandmother's home, the two shopping malls are homogeneous.

Because shopping center is a combination of many formats and multi brands, the brand is placed on different floors and put in different areas, and the results are quite different.

"for the practitioners of shopping centers, what should be considered is how to show the difference of the same brand after" cooking "and let the consumers love it by adding different condiments. This is the most important thing.

Instead of discarding the brand that is very good and can bring visitors, "

Wang Zhiming said.

Wang Zhiming further stated that in June last year, when the green space was opened in Beijing, it was considered that the current community shopping center should not only satisfy the consumption needs of the surrounding residents, but should also join some formats that led consumption to meet the fashionable demand of the young consumer groups due to the pfer of urbanization to the new district.

"For this reason, what we are pursuing is to allow 40% brands to enter Tai Hing for the first time. Now the brands introduced by Costa and Paris Betty are following this goal.

When combined, we integrate the interaction class and the retail business together effectively.

If mothers accompany their children to take morning classes, they can browse children's clothing stores on the side.

span style= "font-family:" Song body ";" font-size: ";" "" "" > "< < >", "song";

< --EndFragment-- > > how to realize the differentiation of shopping centers, Xu Ying, vice president of Shenzhen commercial investment (Group) Co., Ltd., in an interview with the China Commercial Daily reporter, also said that when shopping centers locate in shopping malls, the phenomenon of homogenization will not occur in the 1.5 km range, because in this area, it is not meant that you die or live.

And from 3 km to 5 km, shopping centres are not concerned about homogenization, but whether there is a large number of consumer groups.

Because in this context, the combination of shopping centers is attractive to consumers.

If there are not enough consumer groups to open a lot of shopping centers, that is really terrible.

in fact, in addition to positioning, < a href= "http://www.91se91.com/news/index_c.asp" > shopping center < /a > can also choose the appropriate price band, through the integration with the surrounding environment, to facilitate consumers to enter into differentiation.

"Our shopping center in Xixi, Hangzhou is effectively integrated with wetlands. Although the brand is similar to Yintai City, consumers can enjoy the natural landscape because of the air terrace, and even take the rest of the wedding dress to relax."

Xu Ying emphasized.

starting from refinement, .

"in fact, the combination ability of shopping centers is strong or weak, that is, it is not enough refinement.

Frankly speaking, China's consumption base is so large that if we can bring the competition of retailers to the extreme and make sophisticated services enough, the potential of explosion will be unlimited.

But now most of our shopping centers are faced with the lack of sophisticated services and lack of social thinking.

Guo Zengli said helplessly.

Guo Zengli said that to achieve differentiation, shopping centers need to be refined.

To do so requires operators not only to have enough patience, but also to accurately grasp the consumption demand of the market.

If a commercial project operates very successfully in A, is it possible to move to B site? We need to investigate the key factors of its success and whether it meets the refined demand in the area where B is located.

Xu Ying told the China Commercial Daily reporter that at present, foreign investment is worth domestic investment in meticulous management.

Because foreign-funded commercial projects take into account all aspects of the operation at the operational stage, they are very meticulous.

For example, how to serve tenants; open special channels for garbage disposal; divide the different access routes of goods, customers and employees; set up toilets in the distance between each floor; in the bathroom, mother and child areas, make-up areas and so on, these refinement needs not only the shopping center to spend time, but also greatly dilute the business area of the shopping center.

Therefore, China's shopping centres rarely do, even if some think of it, but also under the maintenance cost too high, had to give up.

according to Xu Ying, shopping centers in foreign countries are an aristocratic business, and they are all wealthy families doing so because they invest a lot in the early years and return very slowly.

In this case, Chinese style shopping center operators are willing to give up the pursuit of fast returns, spend more money, spend more time doing fine, perhaps the key to the realization of differentiation in shopping centers.

besides, Guo Zengli also judged that "with the continuous improvement of China's economic development level and the consumption ability of residents, new consumption concepts and new lifestyles are constantly upgrading. Chinese shopping centers have entered a period of high professional and high quality development, and entered a new stage of deepening and refinement, entering into a new era of pforming social functions, experiential consumption and life oriented services."