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The Hard To Earn Children's Formats Are Facing The Homogenization Of Shopping Centers.

2014/5/9 11:02:00 57

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Child Formats Shopping Centers Homogenization

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According to the survey of P, China's 0-14 - year olds spend about 23% of their family expenditure in 2007. By 2013, the proportion of children aged 0-14 to 0-14 has risen to 33%. 
 only experiential commerce can confront the consensus of the electricity supplier. It is making the children's business rapidly rise to be the most popular "fried chicken" in shopping centers. 
 but when everyone is talking about children's behavior and shopping center's rush to catch up, even the children's business is regarded as a "life-saving straw" to save the shopping center homogenization. This booming sunrise industry is raising concerns: whether the children's innovative atmosphere of shopping centers in recent two years is rapidly falling into homogenization? Is it going to fail again? 
 "children's play" is popular. 
Since 2014, P has seen little time to see Zheng in Beijing. 
P, chief executive officer of Rong (China), was occupied by developers in the first half of the year. The latter frequently invited them to visit the shopping centers in different cities. 
 in fact, China's planned 8 new store locations this year have basically been finalized nearly a year ago, but all kinds of invitations are still flying like snowflakes. 
"P", which is enjoyed by Mr. Zheng, is just a microcosm of the current hot trend of children's business in China. 
 according to the survey of Rong Dao China, at present, apart from the rapid development of Tuo shop, the innovation rate of domestic children's formats is also very fast. From eight items such as baby products, children's < a target= "_blank" href= "http://www.91se91.com/" > dress < /a >, children's photography, children's playground to children's experience Museum, early childhood education institution, children's restaurant, children's bookstore, etc., eight famous brands in China are not less than hundreds. Children's consumption industry listed companies have reached 31, showing an upward trend year by year. 
 and on the channel, children's business has entered the shopping mall era from the street stores that used to be stragglers. Nowadays, the mainstream shopping centers in cities such as North, upper, broad and deep cities are becoming the main form of business after department stores, hypermarkets, cinemas, restaurants, etc. some shopping centers even open up more than 15%-25% of the business area for children's entertainment. This does not include children's retail stores such as baby products and children's clothing. In the past, the proportion of children in traditional shopping centers accounted for only about 5%. 
 Why do shopping centers value children's behavior so much? /p >
 from the macro market perspective, Wang Jing, chairman of Jiuzhou prospective business management office, said at the seventh China commercial real estate development summit held by search network recently that China only buys 30 yuan per person per year, and the figure in the United States is 3000 yuan. From the perspective of consumption potential, the market of children's formats should be a market with great potential for development in the future. 
According to the survey of P, China's 0-14 - year olds spend about 23% of their family expenditure in 2007. By 2013, the proportion of children aged 0-14 to 0-14 has risen to 33%. 
The release of the policy of "two child alone" has also brought great benefits to P. Official data show that starting next year, China will add 8 million new babies on the original basis in three years. 
 from the point of view of shopping center management, children experience Museum, children's restaurant and other deep experience business type is exactly the "competition magic weapon" that the shopping center needs to respond to the impact of the electricity supplier. In the face of online online shopping passenger flow, the shopping center is in urgent need of children's format to bring huge popularity. 
 in 2015, the domestic shopping center will gather more than 4000 white hot competition, the lack of domestic retail brands, homogenization of the current situation, how to make their shopping center "long" slightly different appearance to attract consumers, after increasing the proportion of catering business to 30%-40%, the future potential of children's business is regarded as the last "life-saving straw" for shopping centers to save homogeneity and passenger flow. 
 "making money" is hard to make money. 
 there is no doubt that children's formats can bring great popularity to shopping centers, but for shopping center investors and operators, "popularity" can not be directly equated with "money" paintings. 
 reporter found that at present, many shopping centers in Beijing and Guangzhou have expanded the brand investment of children's formats in the past two years, and promoted the sales of children's shopping centers by upgrading and upgrading children's formats. 
 but for more shopping center investors and operators, is it necessary to extend the children's format? How to extend? How big is it? Actually, it is a very headache problem. 
Jia Tao, vice president of Shanghai Red Star Business Development Co., Ltd., also confessed at a forum that children's format brand entry to shopping centers first requires long lease and large area, while rents can not be lower than those of P. "At the same time, we were very confused because we were too low to cut meat." Jia Tao said. 
 take the children's experience Museum in China as an example. Each child experience Museum has a minimum investment of more than 60 million yuan, and the cost recovery period will take at least three and a half years. The longer the shop is, the longer the profit period will be. "Children's business project has a large amount of investment in the early stage, and the rental income is not enough to recover the cost," Zheng said. 
 to solve the problem of "making money" in children's formats, the solution to the commercial real estate leader Wanda is to do it by itself. According to the disclosure of Wang Jianlin, chairman of Wanda Group, Wanda will enter the chain of children's entertainment formats and be divided into two brands, one is the "Baby King" with an area of 5000 square meters, 11 projects will be opened this year, the first is the "children's paradise" with an area of twenty thousand square meters. Wanda has commissioned five famous companies worldwide to develop 86 kinds of children's experience amusement products and have bought out intellectual property rights. 
P, however, is not optimistic about Wanda's practice. He believes that children's play is "feelings" and "experience". For new entrants, innovation is very important. If children do not pay attention to the final consumer group, innovation will run away; "children experience formats are different from each store, unlike department stores, theaters, etc., which can quickly gain advantage through scale expansion. The core of children's experience shop is professional team, not capital." 
Wang Qinghua, vice president of joy world (Beijing) Sports Management Co., Ltd. also believes that the first problem to be solved in children's formats is parents' trust in the brand, which needs support from hard and software. P 
 in Zheng exhibition, the best way is to cooperate with developers and brands. The developers are divided into the business, and the brands get the market share to enhance their needs and achieve win-win results. Zheng Zhan believes that there will be more and more projects for developers to participate in the development of children's experience in the future, and may become the mainstream trend to solve future earnings problems. 
 "children" is only the "Introduction" of family consumption /p >
Less than P, the consensus of the industry is that children's formats are not only aimed at children, but are aimed at the consumption of the whole family behind their children. 
 Wang Jing believes that children's industry is part of "family entertainment". Shopping centres should not emphasize children unilaterally, but should be family, parent-child and interactive processes, and the needs of infants, children, children and children should be divided into different market segments. 
 "children are just an introduction. From the experience and management mode, they should focus more on families". Wang Qinghua also believes that many children's formats are meticulously concerned about children in management, but they often tend to ignore accompanying parents. "It is the parents who really decide how long the children spend and how much they spend," Wang Qinghua said. 
 at present, the practice of some children's format enterprises is to make up with other formats. For example, skating rink, children skating, parents can go to the movie theater next to free or preferential price to see movies, and use joint management to solve family consumption problems. 
 Wang Qinghua told reporters that in the future, China's children's formats will show a trend of subdivision. At present, the enterprises of children's formats should not just stay in the integration and import of good projects abroad, but also take care of the children's "anti trend" demand characteristics after 2000. In addition, the responsibility of children's formats is to help families run after 80 and 90, to balance children's education and entertainment. Children's formats need to be integrated into education, business, consumption, parents' growth class, etc. This is a challenge and a great opportunity for the future. 
Lu Xingtai, deputy director of the research center of Peking University, < a href= "http://www.91se91.com/news/index_c.asp" > retail trade < /a > P, is concerned about the great potential of children's catering in theory. But at present, the domestic children's catering business is still in the empty concept, but the products can not keep the embarrassment of consumers. "How to make children's food and drink?" 
 Wang Jingqiang, children's format is not the ultimate solution to the homogenization of shopping centers. Shopping center projects need to suit the local conditions and find the interface and unique selling points of the project itself.