Most Shopping Centers In Shanghai Introduce Experiential Elements.

Less than p ago, the Research Report on "shopping center construction: the most active city in the world" was released by CBRE, which pointed out that in 2014-2016 years, the new supply of Shanghai shopping center is expected to reach about 3 million 300 thousand square meters, ranking first in the world's major cities.

Among them, more than 80% of the supply is concentrated in the new / sub business district, mainly including Hongqiao business district, Qibao, Wujiaochang, Xinjiang Bay and suhewan.

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< p > < strong > > 80% is located in the emerging business circle < /strong > /p >

According to the latest research report of P, the world's built shopping center has reached 39 million square meters, an increase of 3 million square meters compared with that in 2013. China's shopping mall occupies more than half of the world's total, and is still the most active market.

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< p > as the world's largest in built retail project market, eight cities in China are among the top ten in the global shopping mall.

Among them, Shanghai ranks first in the world with 3 million 300 thousand square meters of construction area, which is higher than the total construction area of all 86 European cities except Russia and Turkey.

Chengdu is close to Shanghai, and its construction area is 3 million 200 thousand square meters.

Followed by Shenzhen and Tianjin, the area under construction is 2 million 700 thousand square meters and 2 million 500 thousand square meters respectively.

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< p > due to the increasingly shortage of land in the traditional urban centers and the massive housing construction in the new urban areas, the trend of suburbanization of urban population has been continuously strengthened, and the rapid extension of the rail pit network has played a role of adding fuel to the flames.

Migration of population outside the traditional city centre brings opportunities for secondary / emerging development.

Over the past 2014-2016 years, more than 80% of the new shopping centres in Shanghai are located in secondary / emerging business circles. The relatively concentrated supply areas include Hongqiao business district, Qibao, Wujiaochang, Xinjiang Bay and suhewan.

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< p > Xie Chen, senior director of the Shanghai Research Department of the world bank, said: "the reason for the peak of Shanghai shopping center construction is mainly due to the rapid development of the new business circles. The centralized supply of shopping centers in these business circles will bring some pressure of investment and rent to the owners in the short term. But from the high growth rate of the average floor shops in the emerging business circle in the past three years, we are optimistic about the Shanghai emerging market shops market."

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< p > < strong > the shopping center of Hongqiao has a large supply of < /strong > /p >

< p > reporter has learned that the following 3 years are worth paying close attention to: Hongqiao Tiandi, Vanke center, letter project, Longhu Hongqiao Tianjie, the Mixc and Vanke square in Longhu, Hongqiao, Hongqiao, the Mixc, the Mixc and Vanke square, Wujiaochang business district's "http:// www.91se91.com/news/index_c.asp" > International Plaza < /a >, new riverside city's Shang Pu Sheng, and Su Hewan's Joy City two and overseas Chinese town project.

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< p > especially in the greater Hongqiao region, 5 retail projects will be completed in Hongqiao business district in the next three years. The total retail area will be about 400 thousand square meters. The projects will include Hongqiao Tiandi, Vanke center, letter project, Wantong center and Longhu Hongqiao Tianjie project.

According to the reporter, the new retail business area of Hongqiao business district will be far more than that.

The first phase of the core area, Hongqiao Green Valley East area, has nearly 40 thousand square meters of retail business area, and plans to start investment in the near future. More than 30 thousand yuan square meters of underground commercial area in Hongqiao Green Valley West area, which is bought by 2 billion 200 million yuan, Fuli, and the Shanghai Zheng Rong wealth center in the north area of the core area is expected to be listed next year. The investment work is also being prepared, but its commercial area is still being evaluated, and the reporters are not yet clear about the specific scale.

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< p > according to the "12th Five-Year plan" of Hongqiao business district, the target employment population in its main functional area is around 200 thousand. If we do not consider the very strong traffic flow, the volume of shopping centers in the region is not small.

However, as a new business district, Hongqiao business district is also facing some challenges.

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< p > "first of all, most of the office buildings in the core area of Hongqiao are still under construction, and business climate and consumer groups are still accumulating. Therefore, in the short term, the shopping center project in new Hongqiao business district needs a certain period of training. In addition, the multiple location of Hongqiao business district" traffic hub + business district + regional center "makes commercial projects face three kinds of different customers, such as tourists, office workers and surrounding residents. Therefore, developers need to think and respond in terms of project positioning, format selection and distribution.

Xie Chen further pointed out to the Commercial Daily reporters, "moreover, according to the planning of the" big Hongqiao "business district, there are many new commercial area layout plans along the line /17 line 2, such as Zhao Xiang, Qingpu new town, etc., which may also have certain diversion and closure effects on the target group of Hongqiao business district.

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< p > < strong > promote shopping center < a href= "http://www.91se91.com/news/index_c.asp" > large scale < /a > /strong > /p >

< p > it is worth mentioning that in recent years, the impact of the electricity supplier and the shopping crowd's pursuit of consumption experience have prompted shopping centers to introduce more experiential elements.

The typical experience type tenants such as cinemas, rink, parent-child parks are generally larger, and many shopping center owners are also committed to providing more comfortable and spacious public spaces for shoppers, all of which push the shopping center to large-scale development.

The average volume of shopping centers built in 2014-2016 years is 88 thousand square meters, which is about 20% higher than that of the existing shopping centers.

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< p > taking Hongqiao world as an example, its location is a comprehensive business which displays office, shopping, dining, entertainment and performing arts, and the retail business area is more than 120 thousand square meters.

In the case of Hongqiao pport hub crossing many people, the project competition is strong and the impact of online shopping, Hongqiao Tiandi project director Chen Jianhong's winning experience emphasizes "experiential commerce". He once made clear to the media: "to do business, what kind of experience the customers can get is very important. In the platform of Hongqiao heaven and earth, people can have a very good and diverse experience, and integrate the pportation, office, business, entertainment and other complex, which will become a new business and life mode."

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< p > as the first commercial real estate project built by Longhu group in Shanghai, the total construction area of Longhu Hongqiao Tian Jie is 430 thousand square meters.

In March this year, a global brand conference was held at Hongqiao Tian Jie, Longhu. It announced that the merchants will cover the international luxury brands, light luxury retail brands, training centers, high bar bars, gyms and movie theaters, etc., and even for the first time to enter Shanghai's business format and brand.

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< p > except for the a href= "http://www.91se91.com/news/index_c.asp" > shopping center < /a > in Hongqiao business district, Wuzhong Road and outer ring elevated port, which is 2 kilometers away from the Hongqiao pport hub, also has a "Big Mac" commercial project Shanghai Huarun the Mixc will also be listed in 3 years.

Business reporter noted that the Mixc is located in the high quality urban complex, including the Mixc shopping center, international grade A office block, Residence Internazionale style hotel, fine life hall, ecological air garden and subway Museum, with a total construction area of 530 thousand square meters.

Among them, the total volume of the Mixc shopping center reaches an astonishing 240 thousand square meters. It is a "one-stop shopping center" which combines the world's top luxury brands, city fashion brands, rich global cuisine, super large IMAX cinema, Olympic standard ice rink, five star KTV, home furnishing, children's parents, high-end supermarkets and subway Museum.

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The total building area of Qibao Vanke Plaza is more than 220 thousand square meters. It will consist of 5 floors and 3 floors of the ground. It plans to build a shopping mall with shopping mall, cinemas and catering, exhibition and other services, which can provide shopping, entertainment, cultural education and other comprehensive "one-stop" services in the Mixc. Seven p

It is understood that the whole project started last year and plans to open next year.

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