Beijing Department Store "Small Family" And "Parent-Child Consumption" Swept Through The Traditional Business District

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< p > "after having children, I still frequented shopping malls, but I did not buy" a target= "_blank" href= "http://www.91se91.com/" clothes "/a" ornaments, but took my children to take part in early childhood lessons, or went to children's city to play.

Ms. Li, who lives in Shuangjing, has a three year old baby. She can talk about the business circles not far away from home. She can list a good place for her parents to spend a lot of money, but she basically has no idea about the a target= "_blank" href= "http://www.91se91.com/".

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< p > reporter survey found that the "parent child consumption" craze is sweeping through the traditional business district. Many large shopping centers have introduced related institutions: early education center, children's city, experiential children's goods shop.

These good places to earn children's money have brought strong passenger growth and consumption drive to the business circle.

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< p > < strong > < < /strong > < /p >.

< p > < strong > > the place where children earn money is prosperous. < /strong > < /p >

P, just over the weekend, the reporter came to visit the blue harbour.

At 10:30 in the morning, the "children's city" in the blue harbor is quite popular.

A children's city with an area of 20 thousand square meters is set up for children aged 0 to 12, including children's products, early education centers and amusement parks. Almost every shop has a fixed customer base.

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< p > several new parents are standing in front of the counter of a children's English school, asking the receptionist for the price list in detail. A game shop called the magic train is being accompanied by adults to compete for the purchase of colored balls, and then run to the window to exchange points and gifts. While in the children's swimming pool, nursing Auntie is not weighing the weight of the baby, that is, pouring warm water into the bucket. It looks very busy.

"There are so many mothers, and so many mothers with their children. They are so crowded that they really need to walk carefully."

Mr. Liu said he was walking on the elevator with his wife's shoulders.

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< p > at the 3 floor of North Street, the world trade center, a special children's district was also set up.

At 4 p.m., there are nearly 40 children playing and playing in the area of 100 square meters of the amusement park.

Children's clothing shops and early education classes beside children's playground are also wrapped up in a joyous atmosphere. Parents push their carts or carry their babies in.

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< p > < strong > "adult consumption" is not easy to borrow. < /strong > /p >

"P > is in sharp contrast to the situation of" children's voices "in shopping centers and commercial areas. The traditional" adult brand "of clothing, jewelry, home and so on, which is separated by only a few steps in the mall, is still very mild.

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< p > in the apparel business area of the world trade scale, most famous brand shops such as New balance, Vans, Five Plus and so on are mostly scattered.

In the blue harbor, although the children's city and the movie theater are crowded with people, there is a great flow of passengers around the BHG supermarket on the ground floor, but some department stores in the commercial district are still very cold.

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< p > > there are three places in the shopping mall that are the hottest, the early education center, the movie theater and the food street.

The two floor of Fuli department store, a a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand salesperson told reporters.

"Although many adults spend a lot of time with their children, they finish their classes and finish the game and go home.

The adults have no mood or energy to go shopping.

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< p > "simple shopping experience has been difficult to save traditional retail industry, and consumption diversification is attractive."

One industry insider who has been engaged in the retail industry for many years told reporters that in recent years, large shopping centers have focused on introducing children's consumption themes to businesses and institutions, hoping to mobilize the activity of the whole business circle, but they forgot to adjust the matching and coordination of the surrounding shops, so the result is not so satisfactory.

"For example, there are parent centers in some shopping malls, but the catering outlets nearby are spicy subjects, or Western restaurants and coffee shops." one-stop "consumption can not be realized.

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< p > < strong > "the price is too high, bite the tooth to bear" < /strong > /p >

< p > in the most famous century Jin Yuan shopping center in the western part of Beijing, the whole underground one is related to "children's consumption". There are more than 70 amusement parks, interest classes, early education centers, children's clothing and toys.

Every summer holiday, Mr. Xia, who lives nearby, sent his daughter to dance classes. Then he took part in all kinds of amusement and manual learning. Basically, he spent a day playing, "probably costs about 1000 yuan, the price is too high, and he can bite his teeth."

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There are five chain stores in Beijing, where the children's Art Center of Xia's daughter is located. They are all held in shopping malls, offering dance, painting and mathematics courses. Different courses are targeted at children of different ages from 0 to 12 years old.

Most projects have parent-child coordination, or allow parents to watch them.

"Each class charges 200 yuan, but next year it may exceed 300 yuan."

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< p > infant swimming is a popular health activity in recent years.

At the Li baby center, children swim 80 to 100 yuan per hour - which is much higher than that of adult swimming.

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< p > tomato seedling Art Center is mainly designed to teach creative painting and ceramic sculpture. The 1 hour length of each class charge at least 160 yuan for parents.

Facing the reporter's feeling that the course is too expensive, the receptionist replied, "many parents say so, but after our experience lesson, they come to buy classes."

Near the center of the Art Center, a lab called the core science laboratory advertised the scientific spirit of the child through scientific knowledge, and the price level of the course was almost the same.

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< p > "there is no way to be a parent."

Xiao grandfather, who retired from state organs, is waiting for his grandson to finish class. He told reporters that although he knew the price was high, he would also send his children to these early classes and creative classes.

"There are things we can't teach at home. Without this condition, there is no such thing. We don't want our children to lose at the starting line."

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< p > some of the "pure play" projects are limited in cost, but they earn more.

Between the two escalators on the western side of the Jin Yuan shopping center in the century, several tubes were tied with several rubber bands, and one child was beating up and down in the middle. The trampoline was charged for 3 minutes and 30 yuan, and many children were waiting in line.

The staff of the toll collection office said that more than 200 people could be served here every day, and there were many children's amusement projects like this in the shopping mall.

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< p > < strong > "charging is in place, facilities are not easy to say" < /strong > /p >

< p > the evaluation of the children's business district's current role, service and supporting facilities is mixed.

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< p > for many parents in early childhood classes, many parents think that they can really help children grow.

Outside the glass door of Kung Fu baby, an American couple is watching their children kicking their legs. They told reporters that they loved Chinese Kung Fu very much. This time they came to China to settle down for some time, just to let their children "practice their skills" and build up their health.

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"P", and Mr. Xia is quite satisfied with his daughter's course. "The service attitude of the private institution is very good, it is also good for the children, and the security is also reassuring.

Let children temporarily get rid of the exhaustion of exam oriented education, I am willing to spend money.

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< p > however, parents also have endless grooves for the curriculum and consumption items of "making children's money".

"Equipment overload" and "insufficient space" have caused the most concentrated complaints.

"Once I took my children to the children's city, the house was very crowded, and some children were fighting for the site." a parent told reporters that there were still a small number of toys in the area, the damage was serious and the patterns were not rich, hoping to "slowly improve".

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Less than P, the supporting facilities are not perfect, which makes many parents more puzzled.

The children's city in the blue harbour has a specialized nursery room and a mother and infant toilet in addition to the little devil.

"The business district is so big that it's very inconvenient to change clothes for the baby, or to take him to the bathroom together, not to mention breastfeeding."

Mr. Li told the child with his child: "I am worried about the health problem. I can see the saliva on the bubble balls and disinfect in time."

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< p > < strong > paternity consumption area expanded ten times ten times < /strong > < /p >

< p > "if we look at the distribution of shops, the children's business in our shopping center has risen to about 20%.

Intuitively, we can see that the four layers of shopping malls are all early childhood education centers and parent child consumer organizations, as well as some children's wear brands.

The director of the investment department of a shopping center in East sanhuan told reporters that the proportion was "growing in the past two or three years".

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< p >, but he also said that 1/5 of the area does not mean that "children's theme" can create a considerable profit for the shopping malls.

"Usually children do not have the strong affordability of clothing and jewellery, which is why these institutions and brands are usually distributed on the top or the negative level."

Shopping malls value their overall passenger flow and "family consumption": "for example, children spend 100 yuan on a class in the early childhood education center."

But within one hour, his parents could go shopping on the ground floor of the supermarket and buy three hundred or four hundred yuan at the same time.

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< p > business expert Hong Tao has been observing the emergence of children's business in the shopping center for a long time. He said that many shopping centers had reduced the proportion of shopping from 60% to 70% to 30%. "This is because the impact of the electricity supplier has made shopping centres have to focus on physical consumption, and on the other hand, businesses have seen potential opportunities for children's consumption."

Hong Tao introduced that children's industry used to be sold in shopping malls or shopping centers as a product of children's specific products, but with the development of Commerce, retail sales of specific products only became a way of children's industry, accounting for only 20%.

Children's formats are mostly building up the concept of children's amusement and experience, and the growth of this market is faster.

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< p > statistics show that at present, children under 14 years of age in China are close to 300 million, of whom 100 million live in urban areas, and children's consumption expenditure accounts for 25% of the total household income.

Hong Tao said that with the policy of family planning "1+2+4" solidified by the 30 year family planning policy in our country, "little devil is in charge" is no longer a simple joke, but also spawned a rapidly expanding market.

In addition, children's physical and psychological characteristics determine that they are a consumer group mainly based on specific sensory touch and experience. E-commerce has no attraction to the consumer nature determined by children. This is the intrinsic factor that shopping centers can rely on children's formats to counteract the influence of e-commerce.

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< p > according to the introduction of century Jin Yuan shopping center, when the century Jin Yuan opened in 2004, the area of children's business was only a few thousand square meters. So far, the area of Jin Yuan's children has exceeded 60 thousand square meters.

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