Where Is The Shopping Center In The Future?

Less than p days ago, the world-famous "a href=" http://sjfzxm.com/news/index_s.asp "old Buddha's department store" /a "opened in China. However, some market participants found that 78 people entered the market in 15 minutes at the 7 prime time of a day, 86 people left the shopping mall, but only 5 people carried shopping bags, and the bag rate was 6.4%.

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P, a retailer who has worked in Xujiahui business district in Shanghai for a long time, has revealed that the number of shopping centers and department stores has decreased by more than 10% this year.

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< p > under the pressure of low consumption, electricity supplier impact, low performance and other internal and external troubles, becoming a "fitting room" is becoming the most embarrassing situation facing the department stores.

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The opposite of P is that the time when a about 100000 square meter shopping center was "Big Mac" was over.

The 2012 China new shopping center 100, released by the China Chain Store Association, shows that shopping centers of 200 thousand and 300 thousand square meters of building area are everywhere. In 2013, there are many new projects in Shanghai, which are close to 500 thousand square meters of the total area of the moon star global shopping center (hereinafter referred to as "Moon Star global port").

In addition, the number of new shopping centres is huge this year.

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< p > Guo Geping, President of China Chain Store Association, said that China's shopping center is expected to reach 4000 in 2015.

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< p > on the one hand, the number of shopping centres continues to expand. On the other hand, there is a downturn in the face of internal and external troubles. Where is the future of the shopping center? < /p >

< p > < strong > shopping center gathers < /strong > /p >

< p > > a > shopping center < /a > first appeared in the United States, the earliest time can be traced back to 1907, after the Second World War, the rapid development in the United States, in the late 1960s, is prevalent in the developed countries in Europe and the United States.

The development of China's shopping mall industry is lagging behind. In the middle and late 1980s, the "shopping center" appeared in large and medium-sized cities such as Beijing and Shanghai, strictly speaking of department stores. In the middle of last century, some shopping centers in the middle of the last century introduced small scale catering and entertainment facilities on the basis of department stores, only to become a truly shopping mall.

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"P >" however, there is a characteristic of Chinese style development, that is, late start and fast development.

Although the development of shopping centers in China is not many years, it has been influenced by the real estate policy, which has allowed more investors to turn to commercial real estate.

Ding Liguo, a senior retailer, pointed out.

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< p > > Shanghai commodity quick consumer goods research center "gold products list in the year of fast moving products" shows that in the first half of this year, the total turnover of 78 retail listed companies was 442 billion 50 million yuan, an increase of 10.78% over the same period last year, and net profit of 13 billion 700 million yuan, down 2.95% from the same period last year.

Among them, 16 revenue growth showed negative, 21 growth is less than 10%; at the same time, 35 of the net profit is negative.

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Such a sluggish figure "P > strong" has led many entrepreneurs to switch to higher shopping centers.

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< p > Wangfujing international revealed that the metropolis and regional shopping center will be the main development goal in the future, and the 4~5 shopping center will be opened before 2015.

Shen Guojun, chairman of Yintai commercial group, also said in the interview that in the next 2~3 years, Yintai business will open about 20 stores, and the shopping center will be the main business, with an area of about 1 million 500 thousand square meters.

At the same time, Nanjing new hundred, Golden Eagle department store and so on will also shift the major department stores to the shopping mall business model.

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< p > China Chain Store Association pointed out that in 2012 and 2013, the new commercial area of China's shopping center was estimated to be more than 35 million square meters and 44 million square meters respectively. By the end of 2013, the total stock of China's shopping center reached 250 million square meters.

Take Shanghai as an example, statistics of Shanghai Business Information Center show that in 2012, Shanghai had 90 shopping centers, covering an area of more than 11 million square meters, accounting for 18% of the total business area of the city, and the turnover was equivalent to 12.9% of the total retail sales of social consumer goods in the city.

By 2015, there will be 110 shopping centers in Shanghai, with an estimated construction area of 15 million ~1800 square meters and revenue of 120 billion yuan.

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< p > < strong > the worry of the vacancy rate < /strong > < /p >

< p > according to the 4000 shopping centers in 2015, more than 300 cities in China are calculated, that is to say, there will be more than 12 shopping centers in every prefecture level city.

Such a huge scale has caused many new shopping centers to face difficulties in attracting investment.

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P, a few days ago, reporters saw at the star global port that a small number of shops were not yet open.

"In fact, it has been very good for the star and global port, so it is not easy to get such a large volume, but there are still many projects that are not satisfied with it."

Mr. Chen, who runs the shopping center for many years, said frankly.

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< p > a manager of the Dragon dream shopping center told reporters that several dragon dream projects developed by the company in Shanghai were good. However, they moved to Shenyang and encountered investment difficulties.

"There are both local consumers' different cognition of brands, and there are some reasons why big brands are unwilling to enter the two or three tier cities.

But at present, the shopping mall is becoming more and more difficult to locate in the first tier cities. To develop hundreds of thousands of square meters of large volume projects can only go to the two or three line cities, so acclimatization and other bottlenecks appear, which affect investment.

The management talked about the investment in Shenyang project.

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< p > earlier, this reporter saw in the Golden Eagle Business Suqian store. When the night came, facing the empty atrium and sparse customers, Suqian store "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a ", the salesperson waiting for work at the counter, early yawned.

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< p > Moodie's rating report shows that most of the profits of Jin Ying Trade in 2012 came from several stores, of which five main stores contributed more than 85% of their pre tax profit.

According to other statistics, the area of Jinying commerce and trade Xinjiekou store accounts for only 3% of the total area of all 27 stores, but its contribution to the total sales volume of golden eagle in 2012 is as high as 22.6%.

In addition to the Suqian store, the Golden Eagle business opened 9 shopping malls in 2011 and 2012, and the total net loss in 2012 was 106 million yuan.

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< p > public data show that the overall vacancy rate of shopping centers in China's big cities has increased in 2012.

The average vacancy rate in the second tier cities is 10.5%, up from 10.2% in 2011, and the vacancy rate in the first tier cities has increased from 7.9% in 2011 to 8.4%.

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< p > even today, commercial real estate asset prices have risen sharply compared to a few years ago.

A commercial real estate consultant executive director told reporters that the shopping center is a bargaining chip for the real estate enterprises to take the place. No matter from the angle of employment, tax or the value of the surrounding blocks, the local government will welcome the developers who have developed the complex containing the shopping center, and the land price will be relatively cheap.

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< p > "will be sold to a listed company when it is completed and will be sold to a listed company at a loss. At the same time, the sale of other parts of the complex project will be left to large shareholders, which is a very advantageous way for large shareholders. It will not only increase the speed of the whole project, solve the cash flow problem, but also reduce the cost of the later sale of the property, and make the sale property enjoy the value-added effect brought by the shopping center."

The above said.

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Wang Ping (alias), who has successfully operated several commercial complexes in Shanghai, says that he is not very concerned about the overall profitability of the complex, because the rules of its development projects are "shopping malls + hotels + office buildings", and sometimes even develop with apartments. Even if there are problems in the profitability of the commercial premises, as long as the office buildings or surrounding developments are in good condition, he can still make money. "(P)

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< p > < strong > the problem of hitting the face < /strong > < /p >

< p > in addition, in order to attract the big names, many shopping centers take the rent reduction mode of big cards, such as the best "advertising" shop in Shanghai Golden Eagle Shopping Center to GUCCI.

However, the loss of this brand may depend on other brands, and the increase of other costs will make the overall rental of the shopping center higher.

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< p > > another phenomenon of shopping center's "crazy growth" is "bumping face".

A businessman once joked that at present, a large number of shopping centers are like plastic girls, like a carved model.

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Hu Jing, manager of site selection and development of "spicy temptation" restaurant, which often travels for location, reveals that those brands which are generally in good operation are usually tied to sign a "package deal" for a strong shopping center, that is, signing a number of entry agreements with a shopping center developer at p.

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The mode of "P package" is destined to have a large number of the same brand in various shopping centers, which makes many consumers feel that the feeling of visiting a shopping mall and visiting ten places is almost the same.

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< p >, therefore, exclusive brand investment has become a way to solve the problem of homogenization.

Suzuki Hiroji, President of the Gao Dao house group, told reporters that Shanghai's High Island house is making investment adjustments and will invest extensively in European and Japanese exclusive brands. Even the familiar HELLO KITTY in the Shanghai High Island house is also the differentiation form of the following afternoon tea restaurant.

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< p > "but too exclusive brand has a low reputation risk. The popularity of popular products is due to its high degree of market recognition and consumer awareness, though it may be considered somewhat vulgar, but after all, there is a market.

And too exclusive or minority investment may not be accepted by local consumers for a long time, and then affect the performance.

Retailers in overseas markets have many private brands, which are exclusive and well-known. Unfortunately, Chinese retailers are very short of their own brands, so how to balance brand investment is a difficult problem.

Ding Liguo analysis.

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