Shopping Mall Development, Store Development, Store Capacity

In 2013, it was the third year of the large-scale development of China's shopping center, and the year when the project was opened and opened. The total number of new shopping centres is high this year. According to relevant statistics, there are about 150 new shopping centers open in 20 main markets. The scale of shopping malls is also expanding. The average area of new shopping centers is more than 80 thousand square meters. However, the rapid expansion also made 2013 a hidden year in the shopping mall.

Department stores seemed to have been hit by a business shock last year. But this year, it is not hard to find that while lamenting its own destiny, the department store is also actively thinking about how to grab the market share.

Whether or not to look forward to it, the door of time in 2013 will soon be closed, and it will be at the end of the year. Experienced the baptism of "cold winter" in 2012. Commercial real estate In 2013, it showed strong vitality, which was mainly reflected in the broader business perspective of enterprises and made bold practice in brand adjustment and format layout, and achieved more practical results.

Brand adjustment still needs to be explored

This year, the major shopping malls are making brand adjustment, and clothing is the first to bear the brunt. On the one hand, Beijing APM as a representative for young consumers shopping centers, want to be "fast fashion" specialized households. On the other hand, high-end department stores show more ambition and confidence, and throw olive branches to luxury brands.

　　 Fast fashion is fast.

There are more and more fast fashion brands available for shopping centers. In recent years, with the gradual escalation of consumption, fashion brand culture consumption has become a popular trend of shopping, especially for contemporary young consumers. For a time, the fast fashion clothing brand, which is closely related to the fashion trend, has become the favorite food and cake of the major shopping centers.

The rapid expansion of fast fashion in China's shopping mall is obvious. According to the report released by CB Richard Ellis, as of June this year, the total number of four international fast fashion brands in China has reached 523, of which nearly four have become new stores since 2012, amounting to 207. There is a joke in the industry, "is there no shopping center with fast fashion? Is it also called a shopping mall?"

However, in the past November, the limited amount of H&M issued by designer Isabel Marant was cold in Beijing. The situation of ZARA is also not optimistic. Inditex, the parent company, recently announced that its net profit for 2~10 months increased by only 1% over the same period last year. In the past three years, Inditex has maintained double-digit net profit growth.

Instead of department stores, it has become a fast fashion standard for shopping centers, but this year's development is not so smooth. ZARA and H&M have been promoting various items such as "discount season", "Zhongqing", "season clearing" and so on. The discount rate and the duration of the discount season are long.

This puts the shopping centre with fast fashion brands in a dilemma. On the one hand, there is obviously a deep industry crisis behind the "discount normalization". Fast fashion stores have a continuous decline in their profitability and ability to attract customers. Fast fashion brands occupy an important position in the field, but the rate of return is too low. Moreover, some fast fashion also sells online, escapes the financial control of shopping centers, and keeps the actual rents falling. On the other hand, most of these fast fashion brands are stationed in the form of main stores, enjoying the very good treatment of all parties. If they are to be evacuated, they will lose a lot of money in shopping.

　　 Luxury goods to two or three tier cities

Luxury is undoubtedly a symbol of status and power. In the past, for Chinese people, anything that could be related to luxury goods was high above and beyond expectations. Therefore, whether Beijing Shanghai or Chengdu Chongqing, shopping centers and department stores, known as luxury goods, are standing on the streets. However, looking at data this year, it seems that all this seems to have changed.

By the end of 2013, LOUIS VUITTON had directly managed 46 stores in 32 cities in the mainland of China. There are 13 stores in Beijing, Shanghai, Guangzhou and Shenzhen, and the rest are in two or three line cities. Burberry has opened 70 stores in 36 cities in China. Gucci has opened 59 stores in 32 cities.

It is easy to see from the data that this year's high-end shopping centers and department stores have more strength in the two or three tier cities. In December, the luxury experience Museum of Saint Laurent square opened in Xuzhou, Jiangsu. In October, the first luxury collection store opened in Hubei and Xiangyang. In September, Hangzhou Tower completed the expansion of luxury brand.

There is no doubt that China's luxury consumption has accumulated more rationality and taste in the past brand frenzy. According to the survey of 4650 Chinese high property consumers by the wealth Research Institute, many luxury brands have been abandoned by Chinese consumers, especially those of super high asset luxury core consumers.

Despite all these years, the most popular brand of Chinese millionaires is LOUIS VUITTON. But LOUIS VUITTON may no longer adapt to the delicate transformation of urbanization, because the brand's popularity is too high, its label power may still continue to play a role in the 234 tier cities, but in the first tier cities has become the pronoun of "tyrant".

In addition, luxury goods are not only shopping centers and department stores in the two or three tier cities, but also in supermarkets. This makes the industry and consumers worry that the discount of luxury goods is not unreasonable. We must know that the popularity of luxury brands is indeed a double-edged sword, so that a wider range of consumers will embrace greater profits. Once the exclusive and exclusive luxury brands are lost, the most important brand value and image will be lost.

Industry experts analysis, high-end shopping malls competition, can not be like mid end department stores, stores as frequent price war, often at the same time. You can't rely too much on the influence of luxury goods, and more importantly, do your best.

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　　 Adjustment trend of shopping malls

Format adjustment become this year Shopping Mall The theme of department stores. The most shocking is undoubtedly in Wanda Group's first half year work summary meeting in 2013. Wang Jianlin, chairman of the board, suggested that Wanda Plaza should reduce the proportion of retail formats, especially the proportion of clothing retail business, and increase the proportion of life styles, such as hairdressing, nail polish, book bar, education and training. The two floor of Wanda Plaza, which opened in the fourth quarter of 2013, will completely abolish the apparel industry and strive to avoid retail formats.

　　 Experience victory

"5: 3: 2" has been considered the best proportion of department stores, entertainment and catering in shopping centers. This golden rule is being broken. In recent years, with the continuous development and upgrading of the retail industry, consumer demand is gradually diversified. Due to the integration of leisure, sports, entertainment, catering, training and other elements, as well as beautiful environment and other characteristics, experiential commerce is favored by shopping centers. At the same time, in the face of the current poor performance of the traditional retail industry this year, there are also a few shopping centers that take the opportunity to experience transformation.

This year, a number of shopping centers have focused on the theme of entertainment, such as the Huarun multicolored Snoopy theme park in Beijing, and the "World Music" theme set by Shanghai Jinqiao International Commercial Plaza. It undoubtedly fits the life of young consumers and enhances the stickiness of customers, resulting in sustainable consumption.

In addition, the shopping center of ecological theme has also attracted much attention. For example, the impression of Xixi, Hangzhou, a large number of terrace designs, combined with the Roof garden, has created a close to the natural sense of the whole shopping center; there are four major themes in spring, summer, autumn and winter.

Experts said that in today's newly built shopping centers, experience formats generally occupy 70% of the proportion. Apart from catering, cross-border businesses and mobile Internet technologies will be widely applied, and traditional retail accounts for only 20%~30% of the proportion. Shopping centers introduce functions such as culture, art, environmental protection, social networking, natural science popularization and parenthood, to satisfy consumers' need for experiential shopping.

At present, though many developers claim to build an experiential shopping center, many shopping centers claim to be experiencing transformation. However, most of them are still in the exploratory stage. On the one hand, there is not a set of effective development mode of experiential shopping centers suitable for China's national conditions. On the other hand, there is no experienced shopping mall project running very successfully. The result is that there are no mature teams and professionals in this country at present.

In addition, although the "experience" has become a new trend of retail sales, many shopping centers are trying to magnify this point, build a memorial hall, introduce art exhibitions, recruit several cafes, bookstores, etc. But these shopping malls with cultural, environmental and artistic signs appear to be full of ambience, but actually customers have limited participation and lack of experience in the process of consumption. Environment and atmosphere are only necessary conditions for experiential shopping centers. Consumers can really participate in the creation of the environment, shopping malls and atmosphere, and consumption impulse is the original intention of shopping center transformation experience.

　　 Department store water test outlets

"Orlet" is a Chinese literal translation of English OUTLETS. The original meaning of English is "export, outlet and export". In retail business, it refers to the shopping center consisting of stores selling brand name, off-line and broken yards, so it is also known as "brand direct shopping center". In the face of the impact of the electricity supplier, the traditional department stores began to collectively test water outlets in 2012 after trying "electric shock".

Recently, friendship in Guangzhou Department store After a brief closed door decoration, the times shop opened again with the new image of outlets. Coincidentally, Wangfujing department store also mentioned in the minutes of the exchange meeting November in early November that "the company has been concerned about the format of Oteri J.

According to a survey of Commerce and trade in the Ministry of Commerce, the sales volume of convenience stores and supermarkets in the third quarter of 2013 increased by 13.3% and 13% respectively. The growth of department stores and specialty stores was 7.4% and 6.5% respectively. In 2012, the number of new stores opened by chain stores reached 8%, the lowest level in 10 years. Against this background, the traditional department stores have gradually chosen the orlies mode that does not coincide with their formats to develop themselves in order to save themselves.

While the department stores have been distributing the outlets in the urban central area, the voices of opposition have also been heard from time to time. Some people say that this model has not been a successful precedent in the world and will face a severe test. Some experts also analyzed that traditional department stores were more familiar with the sale, management and operation of positive price commodities. The experience of handling tail goods was not so rich that they even did not know how to promote the tail cargo. Outlets should not be the transformation direction of department stores, which is "more risky".

　　 Brand collection store successfully counter attack

Collection shops in China's shopping centers and department stores are becoming a "hot" and sought after by the industry. I.T creates a value of more than ten billion yuan with the mode of the buyer + collection store. The 5 stores of LCF create 700 million dollars in total sales. They prove that niche marketing can also make big markets.

In China, more and more enterprises are starting to pay attention to the collection store mode: Nanjing Italy water Plaza Shopping Center's Italy brand collection shop I PRINCIPI D INTALA, South Korean rally shop CHORUS of Fuli Plaza, NOVO department store's self brand collection shop ARC......

Designer brand collection shop is also attracting much attention. With the popularity of "exception", the popularity of ordinary consumers on designer brand is rapidly ignited. Of course, the shopping mall will not let go of this "cake". The designer's brand integration shop "N's n sub side" settled in Sanlitun, Beijing. Even Xidan Buddha invited the Beijing Institute Of Fashion Technology designer to set up a brand BIFT COLLECTIONS to set up counters.

　　 Brand collection store So favored by shopping malls, it is not surprising. Relative to the existing main brands of department stores, the goods of collectivity stores can be bought as buyers, which can maintain full discrepancy and be consistent with the general positioning of department stores, thus avoiding the phenomenon of "1000 stores and one side" and effectively enhancing the fullness of the brand structure. For shopping centres, not only can the passenger flow be increased, but also the rental income will be higher. The industry even predicts that in the future, shopping centers will gradually evolve into a pattern of "gathering stores + franchised stores + matching". The proportion of collection shops should be 40%, which will play an important role in the upgrading of shopping centers in China.

However, compared with the mature brand collection stores in Europe and the United States, there is still a long way to go for the domestic market of the lack of excellent buyers.