Avoiding Shopping Center'S "Subtraction" Trap

Here world

The Xiaobian of the network introduces the shopping center's "subtraction trap".

In the industry, reducing the number of elevators, reducing the area of the atrium, reducing the floor toilets, reducing parking spaces and reducing the hall are dubbed as subtracting traps by experts. It seems that the practice of saving costs and improving the operation area sometimes can not achieve the efficiency of improving business efficiency. In other words, it may destroy the overall function of shopping centers, and even bring unconquered injuries, which will affect the quality and value of shopping centers.

Subtraction trap 1

Reducing the increase in atrium does not necessarily increase the rent.

If not considered

Other income such as central advertising revenue, car park income, rental income of shopping center = average rent per unit area, real rental area.

The average rent is mainly affected by the sales performance of the business, and sales performance is related to many factors, and the most direct factor is the flow of people.

For shopping centers, on the one hand, it requires the total flow of people, on the other hand, it requires the balance of people's flow.

In addition, we should pay attention to real rental area = rent area * area occupancy rate, that is to say, only rent area will generate rent.

This is why the reduction in the area of atrium and the increase in rents do not necessarily increase.

The mistake that developers can easily get into is that they will try every means to improve the utility rate of shopping centers, which is also an important goal for designers and management teams.

The basic basis for making reasonable arrangements between the building space and the usable area is the analysis of the moving line of the pedestrian flow.

But the inexperienced developers focus on the use of the area, often choose the atrium and other large areas of space to start.

[case 1] in a first tier city, there will be nearly 100 thousand square meters of A shopping center. There are four floors of shopping malls and two underground parking lots on the ground. At that time, it was in the stage of public decoration and investment, and two problems were noticed when visiting the scene.

First, the construction workers at the site are filling in the atrium of the 2~4 level. The reason for the explanation is that the atrium of each floor can fill thousands of square meters of business area and increase the rental income. Second, there is no escalator in the parking lot and the ground floor except the vertical elevator. The developer thinks that there is a vertical elevator on the upper floor, and the walking stairs on the first floor will be enough.

In the months after the opening of A shopping center, businesses were evacuated, leaving only a few cinemas and restaurants running.

[case 2] a large B shopping center in the first tier city has been running vigorously for nearly 10 years.

But this shopping center is famous for its labyrinth. It is not only difficult for customers to find the target shops, but also the staff with short working hours are hard to identify directions.

In addition to the large area, the most important reason is that in the process of construction, developers in order to increase the rental area, in some atrium space has been added, disrupting the moving line blocking the line of sight, so that the guidance system can not play a role.

The practice of A shopping center is obviously damaging to the equilibrium of the flow of people. The total number of people is reduced, resulting in the decrease of the average rent per unit.

Case 1: the practice of filling in the atrium will only lead to the simultaneous decrease of the average rent and the real rent area of the unit, and even cause three layers and four layers of unasked rent.

Case 2 reduces the damage of the atrium area to the movement and space sense of shopping center, thus reducing the quality of shopping center.

Subtraction trap two

Reducing lift and reducing cost is likely to reduce pedestrian flow.

The vertical and horizontal passageways of shopping centers together form the carrier of the shopping center moving along the passenger flow. The moving lines of horizontal passages are easy to identify and the identification of vertical traffic is slightly more complicated.

Vertical pportation includes three categories: vertical elevators, escalators and walking staircases. The designers determine the vertical pport mode combinations and location arrangements based on the analysis of pedestrian flow and technical indicators, so as to determine the number of all kinds of ladders.

No matter the developers or operators of shopping centers always hope that there will be more people in the high-rise shopping center, but when carrying out vertical traffic arrangements, they assume that the number of people in high-rise buildings is less and that they can reduce the number of elevators to save costs and space. This subtraction, though usually welcomed by investors, is very dangerous.

[case 3] there is a hard injury in Tianhe City of Guangzhou, Guangdong and CITIC City Square in Shenzhen. There are at least one group of escalators between the top floor and the next floor.

When the two shopping centers rose from low to high floors, the vertical traffic pressure increased sharply.

Finally, CITIC City Plaza in Shenzhen has to spend more cost and seriously affect the normal operation of escalator. While Tianhe City in Guangzhou is suffering from normal operation and construction safety factors, it can not be installed so far.

[case 4] in a complex project, including a shopping mall of 200 thousand square meters, from the drawings, the conclusion that the elevator is too dense is decided during the construction process, and some cost savings are decided.

The Real Estate Company Engineering Department also proposed too many escalators. It suggested that some escalators should be cancelled and some cement steps should be replaced.

The direct economic benefit suggested in case 4 is obvious: total cost savings = elevator unit price * lift the number of elevators - cement step cost, which is a million yuan level.

Business companies first request to discuss the flow line map of the concept design company, and seek the opinion of the original designer (the designer thinks it should not be changed); secondly, all the merchants are asked to express their opinions according to the revised elevator distribution map. The merchants think that the areas or some of the shops which are removed from the elevator or the step ladder will be difficult to attract investment; finally, the operators' opinions are sought.

Finally, the decision maker decides to construct according to the original design drawings.

Subtraction trap three

Reducing toilets or affecting functions

The important task of shopping centers is to provide perfect functions and comfortable environment for businesses and consumers.

Shopping centers have a strong competitive advantage in retail formats, mainly because of their complete functions.

On the one hand, the function of shopping center refers to the consumption function, that is, the one-stop service that can provide consumers with food, drink, entertainment and rest. On the other hand, it refers to the use function, that is, the function of public service can be provided free of charge, and the bathroom is the main one.

Under the current shortage of urban public service facilities, the washroom of shopping centers is not only a necessary facility to provide public services, but also a necessary means to win people's flow.

It is no exaggeration to say that shopping centers occupy a certain area of functional facilities such as toilets, etc., together with public space and elevators, and so on, have built the competitive advantage of shopping center shops rents higher than other formats.

The more perfect the facilities and the more public services, the higher the value of additional shops.

In addition, it is not an isolated phenomenon to change the shopping center parking area into shops.

Now, in the second tier cities, due to the high parking fees and the fierce competition in parking functions, but the development and operation of the development is mature, the parking spaces will generally not be changed to shops, and the parking ratio will also gradually improve.

But in the three or four tier cities, there is still a market for such subtraction, and whether it is a trap or not, it should be identified according to the situation.

[case 5] a shopping center of about 150 thousand square meters in the provincial capital city, during the conceptual design to the deepening design stage, the business management company found that the item company cancelled the first floor toilet.

Asking for reasons, item company replied: first, the value of the first floor area is very high. Arranging toilets is too wasteful. Two, if there is a toilet in the first floor, someone will not buy anything and specializes in the bathroom.

Afterwards, with the firm request of the business management company, he contacted the original design company and eventually restored the first floor bathroom.

Four points to avoid traps

Shopping center function is the core.

Through the above cases, the author summed up the definition of "shopping center subtraction trap": the decision makers of shopping center projects did not pass the demonstration and approval of the managers of the shopping center, and decided to reduce space, reduce equipment and reduce facilities in the process of design and construction, in order to save costs and increase the area, but actually affect the function of shopping centers and the moving lines of people, and ultimately affect the value of shopping centers after implementation.

This shows that space should not be reduced easily, for example, the sense of atrium space is an important aspect of shopping centers better than other traditional retail formats. Do not reduce equipment at will, for example, elevators are the main guarantee for the completeness and rationality of the shopping center passenger flow line; and do not arbitrarily reduce facilities, such as reasonable allocation of toilets is an important measure to ensure the function of shopping centers.

In order to prevent the trap of subtraction, the decision makers should pay attention to the following items in the development process of shopping centers.

First, shopping centres should reduce space, reduce equipment and reduce facilities (for short, "three reduction") is not necessarily a trap.

In many cases, it is possible to reduce costs and increase the actual rental area by optimizing the design, optimizing the route planning, optimizing the store division and optimizing the combination of merchants.

Second, identify the key points of subtractive trap to see whether it affects the function of shopping center and the moving line of people.

In the aspect of design, we should pay attention to the selection of design units, pay attention to the convergence of conceptual design (including planning and design, conceptual design and scheme design) and deepening design (including expansion design and construction drawing design). In terms of business management, we should pay attention to the inspection of business planning and investment implementation and the operability of operation and management.

The most important thing is to emulate the function of experience shopping center and simulate the movement of passenger flow in the position of merchants and consumers.

Third, we should consider the ratio of input to output rather than cost alone.

For example, the cost of escalators is obviously higher than that of cement walking staircases, but no one suspects that the convenience of escalators contributes greatly to the flow of people.

Therefore, for space and equipment facilities, it is necessary to have comprehensive experience of shopping center management to evaluate its contribution to the shopping center's output.

Fourth, do not do small subtraction easily.

In addition to the above three reduction, there may be traps, sometimes.

The choice of materials and appliances will also affect the overall situation.

For example, the decoration materials of the shopping center are selected according to the requirements of high-grade decoration. When choosing sanitary ware, they chose the unknown brand suddenly, and the result reduced the decoration grade of the whole shopping center.