Shenzhen Shopping Center Is Trapped In Investment Dilemma

In the second half of this year, Shenzhen Shopping Mall We have begun to focus on the 6 shopping malls, such as overseas Chinese town, happy Coast Shopping Mall, manhole, Beijing based Plaza, Huangting IAMALL and so on. The total number of new shopping centers in Shenzhen will be about 670 thousand square meters, and more than 70% will be concentrated in Baoan and Longgang.

A few days ago, reporters visited the shopping mall on the spot, such as Hai Ya riotous City, happy Coast Shopping Center and many other businesses, which were being tested or inviting business. It was found that due to the large number of new shopping centers, the investment difficulty of various centers was greatly improved.

　　 Frequent opening postponed

　　 Shenzhen Many shopping centers that have opened in recent years have varying degrees of "vacancy" phenomenon, including security Tianhong shopping center, Hai Ya colorful city, Bao can allcity and so on. According to the data of world union real estate, Shenzhen has opened its shopping center in 2013, with a vacancy rate of about 8%, reaching the highest level in 18 months, and above 6% of the vacancy rate warning line.

In addition, including happy Coast Shopping Center, royal court IAMALL and other projects are being prepared, the opening time is also postponed. Shenzhen's happy Coast Shopping Center, which was originally planned for trial operation in September 20th, did not complete the decoration of most of the brand shops of the center until last week when the reporters visited the site. A person in charge of the center admitted that many units were just entering the field, and the opening hours were bound to be postponed.

Another shopping mall, Longhua Xinghe CocoCity, announced last year that it would be "grand opening" in autumn. But its latest opening time is September 2014, which has been delayed for more than 2 years. But the imperial court IAMALL, the shopping center in Futian, located in the Central District of Shenzhen, has made slow progress due to funds and other reasons, and has not yet started since its construction in 2003. In June this year, Chen Xiaohai, President of the company, told reporters that in October of this year, some floors of the imperial court may be tried out according to the investment and brand shop decoration. Yesterday, Li Tao, the marketing manager of the restaurant chain "IAMALL", who was in the imperial court, revealed to reporters that "we will begin to enter the decoration next month. It is estimated that Huang Ting will be part of the trial business at the end of December."

There are people in the industry who believe that the opening of shopping centers is related to all aspects of capital and project progress. However, the investment situation is the most important factor affecting the opening of the shopping mall. The general shopping mall must reach more than 90% of the business signing rate and opening rate.

The reporter saw at the joy Coast Shopping Center of OCT, which has a total of 4 floors. At present, there are only one negative and second floors. Brand store Decoration of the scene, the entire center only about 5 of the shops in the renovation. The shopping center decoration site responsible person said, because the investment situation is not optimistic, has signed the brand is also reluctant to enter the decoration, many well-known brands at the scene are still in the paddock stage, most of them still want to wait until more brands start to start again.

　　 Market tends to be saturated.

According to reporters, the above situation is not only in Shenzhen. Statistics from China Shopping Center Industry Information Center show that by the end of 2012, there were about 3100 shopping centers nationwide. Guo Zengli, Secretary General of China shopping center industry information center and China shopping union Shopping Center Development Committee, told reporters that residential projects were limited and a large number of real estate funds poured into commercial and complex projects. At present, the national shopping center has been in a stage of excess.

Since 2010, due to the macroeconomic regulation and control of housing market, more and more capital flows to commercial real estate projects in China. Many large housing enterprises have also taken the initiative to increase the proportion of commercial real estate.

After the first round of high-speed expansion of commercial real estate "big guys", the latecomers began to concentrate on the market, and the market space was very limited. At the same time, due to the sluggish growth of consumption in 2013, the growth rate of Shenzhen's retail market has been at the lowest level in the past 5 years. Whether luxury or chain brand, the attitude towards expansion is more cautious. Real estate data show that the completion rate of domestic chain retail enterprises in commercial real estate last year is generally less than 70%.

Li Tao said that when the brand entered the shopping center, it usually included the surrounding high-end residential, population base, traffic convenience, infrastructure, developer qualification and so on. Shenzhen, Baoan District, Longgang and other areas outside Guan yuan are basically not within the scope of his consideration this year. "Outside the border area, they dare not do too much. They build too much. Every 3 kilometers there is a shopping center, which is more than 50 thousand square meters. How can they consume so much? The population base of each radiation business circle is only about one hundred thousand, which can only be regarded as a shopping mall of" community type ".

Public information shows that this year's Shenzhen Longhua area as an example, next year will soon enter the market near CocoCity 3.5 kilometers, there is the nine party shopping center project of China Aviation real estate, known as the body weight of up to 100 thousand square meters.