Strategic Analysis Of Shopping Center's Main Store Selection

According to statistics, there are about 100 new shopping centers in more than 40 large and medium-sized cities in China every year. So many shopping centers are put into the market, but the number of main brand shops is very limited. Therefore, many commercial real estate shopping center projects at the expense of their own interests, and even sacrifice the interests of other small and medium-sized shops, in exchange for the main store entry, the best gold location "selfish dedication" to these main stores, which also laid a hidden danger for the shopping center in the late stage of "going to the main store".

Because the main store is already a strong brand in the market, it has formed its own standardized management system in many years of operation practice. They also do not regard themselves as a member of the shopping center. Therefore, most of the main stores in China basically show a kind of business entity which has nothing to do with shopping centers.

As the most important lessee of shopping centers, the contradiction between main shops and developers' project operation is becoming more and more prominent. Whether the developers or operators of shopping centers should choose scientifically the main stores that meet their differentiated positioning and management characteristics will attract more attention.

　　 Select the main store to see the location first.

Choosing the main store should pay attention to the market factors of the city, region and region. For example, the department stores are not suitable for locating the main shops in the community shopping centers, while the regional shopping centers should generally choose hypermarkets and department stores as the main stores. The shopping centers in the mature business circles of the second tier cities choose the location of the main stores with the theme of the young fashion or high-end boutique, while the shopping centers in the new business districts or suburbs of the cities choose the location of the main stores based on the theme of family entertainment and life matching.

The choice of main shops is a direct manifestation of the positioning of the project market. Different main stores represent different project positioning. Therefore, before the introduction of the main store, we must first define the location of the shopping center, determine the type and grade of the main store to support it, whether we need to combine several main stores to meet the one-stop consumption, and whether the main store's passenger flow can be shared by his shop.

Different main stores have different hardware and software requirements for property facilities, such as load, height, unloading, depth and width. For example, building materials supermarket requires 4 tons of load, 1 tons for general supermarkets and bookstores, 500 kg for general department stores, 5 meters for living supermarket, 9 meters for storage supermarkets, 10 meters for movie theaters. Therefore, only by carefully evaluating the location of the project and whether the property conditions match the selected main stores, and docking the technology, can we successfully introduce the main shops needed by the shopping center.

In addition, we should pay special attention to the fact that in the process of selecting and introducing the main stores, if the interest is too much to the main store and the rest of the project can not benefit from the main store, the role of the main store will be lost, and the risk of project failure will also be greatly improved, and eventually it will bring disaster to the main store itself. If too much interest is placed on the shopping center operators, it will be harmful to the operation of the main stores, which will eventually lead to the difficulties of the main stores, thus hurting the project itself.

　　 In the breeding period, we should choose hypermarkets as the core.

Shopping centers in the market incubation period or emerging business circle take a shopping mall with 100 thousand square meters as an example. Usually 2 to 4 main stores are selected. The main stores are usually hypermarkets, department stores and main restaurants (catering and entertainment formats) that match life. In the fostering period of shopping center, we should choose the hypermarket with strong collection capability as the core main store, especially the main store of catering and family entertainment.

Take the Wanda Plaza of Guangzhou Baiyun New Area as an example, there are 8 main stores, namely Wanda Department store, Wanda studios, WAL-MART, Gome, big singer KTV, big player super music court, qill Le children's playground, and big coconut rice (Wanda restaurant, which sells more than 3000 square meters or more), is called the main store.

As Baiyun Wanda Plaza is located in a new business district of Guangzhou New District, it attaches great importance to the choice of main shops with matching of life and catering entertainment. After the opening of Baiyun Wanda Plaza, it was found that the main store that could support its success is not the retail format such as Wanda Department store, but the main store of catering and entertainment formats.

Therefore, choosing the main store according to the location correctly has strong support for the attraction of the passenger flow, the development of the project and the security of the project. At the same time, the small and medium sized shops, which are attracted by the flow of main shops, can also provide better benefits for shopping centers. Through the choice of main stores, large and small businesses are combined into a unified whole with strong ability to gather customers, forming healthy competition inside, allowing passengers to circulate in the shopping center to maximize the satisfaction of customers' consumption desire, thus promoting the mutual benefit and common prosperity of the whole shopping center.

　　 Second tier cities favor sub stores

After several years of operation, the shopping center of a second tier city has gradually entered the mature stage of the business circle. Different from the rapid development period, the shopping centers at mature stage begin to exclude the whole rental mode of long rental shops with low rents, and prefer the sub stores with shorter lease periods and relatively flexible adjustment.

In recent years, the main store has become more and more important in the shopping center, on the one hand, because of the rapid development of the main store itself, on the other hand, it has brought tangible benefits to operators. The advantage of the sub main shops is particularly outstanding in terms of gathering capacity, rent contribution and fashion. For example, the Beijing APM in Beijing's Wangfujing street, the hot scene of the opening of the American fashion brand Forever21, makes the industry feel that there is no traditional department store can still attract the consumers of the whole city.

In addition, the demand of the main store is relatively low, as long as there is a suitable location and area plus proper flow of people. In terms of management capability, the sub main stores have their own characteristics, and have more advantages than the main stores in terms of business hours, management costs and business flexibility. Incomplete dependence anchor store The profit is generally higher than that of the main store.

In terms of rent contribution, the main store has low rent and long lease period, while the sub main store can bring rental returns to shopping centers much higher than the main stores. According to the industry practice, the main store occupies 70% of the shopping center, but it can only contribute 30% of the rent. Instead, the sub main store is just the opposite, occupying 30% of the shopping center, but it can contribute 70% of the rent.

Therefore, Shopping Mall Most of the main shops have exceeded their main stores. Take Beijing as an example, only a handful of projects have been introduced to the main department stores this year. Most shopping centers are replaced by sub shops which are small in size and complete in categories. Such as H&M, ZARA, UNIQLO and other fast fashion brand shops, Suning, Gome, and so on, 3C stores.

　　 Three or four line optimization " Life matching "

Compared with the second tier cities, the number of the three or four tier cities in China is huge, but the degree of commercial development is relatively low. Many commercial streets are spontaneously formed by the historical evolution, lacking the planning of urban humanities or system science. The commercial form is relatively primitive, primitive formats, and business types are scattered and scattered. The business sector is dominated by traditional supermarkets and department stores. The consumer groups do not attach much importance to the famous international brands, and the consumption structure is mainly related to life related expenses.

According to the National Bureau of statistics, with the acceleration of urbanization process, the population of the three or four line cities has been expanding, the scale of the three or four line cities has increased, the per capita GDP and the scale of fixed assets investment have increased rapidly and substantially exceeded the growth rate of the first tier cities. Per capita year-end deposits and per capita disposable income grew by more than 7% year-on-year, household income increased substantially, the average annual growth rate of per capita consumption expenditure was above 10%, the total retail sales volume of social consumer goods grew strongly, and the consumption level and disposable income of the three or four line cities were rising.

Based on the business environment and population consumption characteristics of the three or four line cities, when shopping centers choose the main stores, they should combine the local consumption characteristics of the three or four line cities, and attach special importance to giving priority to the introduction of life supporting main shops and family entertainment main stores, leading the consumption trend of the city through the most basic forms of life, such as catering, hairdressing SPA, children's formats, family entertainment, and theaters.

It is worth mentioning that the market potential of department stores in the core business district of the three or four tier cities is huge, and the introduction of fashion formats in the late stage of operation of the shopping center can enhance the management grade year by year, so as to create a one-stop family entertainment life square, which integrates life, leisure, dining, entertainment and shopping, and becomes a new landmark of urban commerce.