Guo Zengli: Shopping Centres Should Be Affordable, Inseparable And Indispensable.

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Guo Zengli, director of the alliance, "P" > China a href= "http://www.91se91.com/news/index_c.asp" > shopping center < /a >, said in an exclusive interview with reporters, the future shopping center will show four types: Super regional, regional, community and neighborhood centers. As long as we grasp the principle of "affordable, inseparable and indispensable", the shopping center will meet the basic needs of consumers, cater for the needs and lead demand, and commercial real estate developers will have the chance to kill the encirclement and gain market recognition.

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< p > < strong > reporter: how should the shopping mall of the first tier cities be differentiated? < /strong > /p >

< p > > a href= "http://www.91se91.com/news/index_c.asp" > Guo Zengli < /a >: the survey data of China shopping union show that more than 65% of the passenger flow in commercial establishments in big cities is pursuing entertainment, tourism and leisure needs.

Concentrated on the consumption of teahouses, cold drinks stores, bars, fast food restaurants, Internet cafes, cinemas, amusement parks [latest news price reviews] and even theme parks.

Only 30% of the population came from shopping needs, while the proportion of experiential consumer groups continued to improve.

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< p > > therefore, I think the key to differentiation is to create experiential shopping centers.

At present, some shopping centers have extended the depth of experiential consumption with their own environment, and have made personalized designs according to their preferences.

For example, with a large selection of atrium combined promotion, exhibition activities and even urban cultural activities as a new highlight of spatial organization.

In addition, entertainment and sports facilities are more likely to attract new consumption needs of new humans.

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< p > the richness of characteristics, culture, comfort, interaction and < a href= "http://www.91se91.com/news/index_c.asp" > < /a > has become the characteristics of experiential shopping environment. Shopping, entertainment, leisure, catering and sports are integrated into one, and shopping places with distinct characteristics will be more attractive.

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< p > < strong > reporter: is there a hidden crisis in the urban complex project of the three or four line city and the second tier city suburb junction area? < /strong > < /p >

< p > Guo Zengli: the development of commercial real estate is the inevitable outcome of the development of urbanization.

In the rapidly developing core cities of the three or four line cities and the suburbs of the second tier cities, the development space of the urban complex is very large.

But commercial real estate developers should not be blind when developing shopping centers in such areas.

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< p > in layout, the development of this kind of urban complex can not be too ambitious. It must conform to the consumption pattern or shopping idea of the city.

In this way, whether the shopping center or other neighborhood businesses, the future business conditions can be guaranteed.

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< p > in the format combination, the past shopping center is a combination of real estate, business and financial institutions. Now more and more public facilities are appearing in shopping centers, such as marriage registration office, social security institution, vehicle management station, etc. some shopping centers have introduced barber shops specially designed for children to cut their hair, with cartoon hairdressing, so that they can easily finish a parent's headache. This new format has a strong ability to attract passengers.

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< p >. Therefore, on the one hand, the phenomenon of shopping center investment is still in existence. The phenomenon of "decoration" and "return to the bottom" is true, but in some excellent shopping centers, brands need to queue up in order to get in.

And now there are still more ways to sign the pure rent, which proves that the safety of the shopping center is guaranteed.

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< p > < strong > reporter: at present, there are many traditional estate developers turning to commercial real estate. They also have some concepts such as community business and regional shopping center. What do you think of this wave of commercial boom? < /strong > /p >

< p > Guo Zengli: the rise of the commercial real estate boom, on the one hand, is due to the policy adjustment and control of the residential real estate and the pformation of the enterprises. On the other hand, it is derived from the matching requirements of the local government's land development.

At the same time, along with the acceleration of urbanization and the increase of national consumption capacity, the accelerated development of commercial real estate is also a necessity.

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< p > in my view, according to the size of the area and the size of the urban population, the future shopping center may appear four types: Super regional, regional, community and neighborhood centers.

Then, the developers of shopping centers, or the operators of commercial real estate, should be low in mentality and do not always focus on the shopping center project of "tall and high".

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< p > in the development mode, the best function of the shopping center is to achieve the nine character formula: "affordable, inseparable", that is, to achieve the best match of shopping centers in formats, and cater to the three major needs of consumers: basic demand, cater for demand and leading demand.

On this principle, the difference between the above four types of shopping centers is only based on the city's consumption ability and the proportion of population. After finding out the corresponding location, the proportion of the formats between the two types of shopping centers will be adjusted again.

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< p > for example, a neighborhood center type shopping center needs to increase the ratio of basic demand similar to the basic necessities of life, and the ratio of catering to the demand can have some, and the commodities of the leading demand may have little or no, so as to achieve the essential consumer stickiness of shopping center.

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