The Next Nuggets Of Supermarket Bigwigs: Shopping Centers

Supermarkets are just like outdated stars being abandoned by retail companies in pition.

Over the past two years, the statistics of supermarket stores have been on the list frequently.

More and more supermarket chains are moving to the powerless stores.

After the chase of the shopping mall,

The big guy slowed down the pace of the opening of the big store and went to the next nugget.

And the pformation of this movement is not neat, the overall presentation of the shopping center and the direction of the development of the community supermarket.

How to grasp opportunities and to expand the pace of expansion is a test of the wisdom of retailers.

Size change

In 2014, the supermarket industry was troubled by declining performance and industry downturn.

The supermarket has come up with a reform plan to cope with the winter of the industry.

At the same time, people's happiness changed the focus to the community supermarket.

Ren Ren Yue Dong Shi Shi Yong said that this year, Ren Yue Le has set up a community supermarket business department separately, and has pformed many small shops of the former department store into a community supermarket. At present, there are 6 supermarkets in the community.

In the future, new stores will mainly focus on community supermarket formats.

This is not an isolated case. Huarun is aiming to seize community resources and plans to open 50 community supermarkets this year.

Parke supermarket shifted the focus of new supermarket from the commercial district in Guangzhou and the large supermarket to the community.

Zhong Bai group also aims at the community supermarket.

Supermarkets with bigger ambitions develop richer formats.

Recently, WAL-MART announced that its first shopping center started construction in Zhuhai.

The project will invest 600 million yuan for 100 thousand square meters of community type small and medium-sized shopping centers, and will introduce Sam's first store in Zhuhai as the main store.

President of WAL-MART Asia realty Co., Ltd.

Starting with the project, the shopping center area and the number and type of tenants will be more matched with the community. Finally, WAL-MART will gradually expand its scale in stages according to consumer demand, sales performance and so on.

And this part of the business is currently owned by WAL-MART solely owned by commercial real estate.

As early as November 2011, WAL-MART set up WAL-MART Asia Real Estate Co., Ltd. in Hongkong, mainly developing commercial real estate based on hypermarkets and Sam member stores.

The shopping plaza project is conducted by WAL-MART Asia Real Estate Company Limited for research and analysis, clapper and operation control.

It is understood that in addition to the Zhuhai project, WAL-MART inspected a lot of projects, and conducted research and comparison in many places in Hunan, the Guangxi Zhuang Autonomous Region and Guangdong provinces, and more mature candidate projects were 3~4.

The layout of WAL-MART's shopping center in China is gradually clear.

Regional retail giant BBK has also sent signals to develop shopping centers.

Recently, BBK released BBK's commercial real estate product system "Xintiandi", plans to open 13 in two years, with a total construction area of 6 million 170 thousand square meters.

In addition to the supermarket format, BBK has its own retail formats such as general merchandise, Electrical City, fast fashion clothing, catering, entertainment and leisure, which can be included in the shopping center project.

Foreign retail enterprises Auchan and Yong Wang are also quietly setting up commercial real estate.

It is understood that Yong Wang plans to set up 15 new shopping centers in China before the end of 2016, bringing the total volume to 20.

Is the mission completed?

On the one hand, the market is declining. On the other hand, commercial real estate and community businesses are still on the fast lane.

Retail businesses quickly switch lanes.

In the first half of this year, the proportion of hypermarkets was high, WAL-MART closed 9 stores, and Le Tian Mart closed 5 stores.

In the past two years, we have closed 10 stores and will continue to close about 10 stores in the second half of this year.

Mr. Ren Jin Ming, chairman of Ren Ren Le, has been under the pressure of traditional retail businesses: "the traditional retailing stores have entered the turning point.

Costs are rising too fast, including high human resources, high rents and high management costs. In addition, revenue growth has also been challenged by the rapidly growing electricity supplier, which has been highlighted in the first tier cities. "

It is worth noting that the annual sales growth of electricity providers has threatened the existence of hypermarkets.

Data from consumer research firm Kantar Worldpanel showed that last year, the proportion of domestic consumers buying fast food products from e-commerce channels reached 30%, up 12 percentage points from 2011.

Among them, the penetration rate of the first tier cities is as high as 46%.

Lai Yang, director of the Business Research Institute of Beijing Vocational College of Finance and Commerce, said that the original advantage of the hypermarket is one-stop shopping, which is cheap and everything is complete. But when the electricity supplier becomes more and more powerful, the time and space barriers to consumer shopping are broken.

The advantage of the hypermarket has been greatly weakened.

Besides being attracted by the electricity supplier, the passenger flow of the hypermarket is partly diverted by shopping centers and community supermarkets.

Therefore, some traditional retail businesses follow the path of shopping centers and communities.

Hu Chuncai, general manager of Shanghai Shangyi consulting company, said: "some close to

A relatively small area with a focus on solving the three commercial meals and convenience stores of the consumers will be better off in the future. In addition, shopping centers with large volume and multiple functions such as shopping and entertainment will have better development potential in the future due to their strong customer collecting capabilities.

According to the statistics of China Chain Store Association, because the profit margin of investment commercial real estate is much higher than that of retail industry, and the cost of store leasing has surged year after year, more than half of the domestic retail enterprises have set foot in commercial real estate.

Guo Zengli, director of China shopping center industry information center, points out that the pformation of a supermarket into a shopping mall can provide trust protection for its brand image, and the accumulated business experience can be applied to the integration of future resources.

Supermarkets can serve the needs of consumers with the needs of consumers, rather than just looking at the ratio of investment to earnings.

Supermarkets operate shopping centers more rationally than speculative developers, and are not easily led by rents.

The community shopping center mentioned by WAL-MART has plenty of room for development.

According to a report released by the North Business Research Institute, the community shopping center ranked the bottom in eight major formats, including catering, supermarket convenience stores and life services, accounting for only 0.58% of the total.

Community shopping center is basically a blank area of development, belonging to the most scarce form of community business.

Cross border challenges

However, supermarkets that are accustomed to selling hypermarkets are not easy to change channels to develop shopping centers or small formats.

People in the industry are worried about the retail giant's cross-border commercial real estate development. From retail to commercial real estate, after all, it is pforming to a complex industry. From the team composition to the operation mode, WAL-MART is facing a brand new structure, such as accumulation of investment resources, large investment in commercial real estate projects, long training period and other issues will test WAL-MART China real estate team in the future.

Shopping mall management and supermarket management goods are different, supermarkets mainly do single product business, while shopping centers mainly do brand and shop management.

In recent years, commercial property has been flooded, and the obvious problem is excessive stock.

By the end of 2013, the number of shopping centers in China has reached 3450, and the growth interval of China's shopping centers has increased from 200~300 to 200~400 now. By 2015, the total number of shopping centers in China will reach more than 4000.

And shopping centralization is also a choice for many department stores.

Many shopping centers have thousands of faces.

In recent years, the industry has proposed ways to solve homogenization to increase restaurant formats and experience formats.

Guo Zengli believes that this may lead to new homogenization.

The differentiation of shopping centers should be embodied in personality, which can meet the specific consumption needs in the service area.

"For example, in a specific area, a street store has a very personalized brand, which is very appetites to the local market. These personalized brands can enter the shopping mall."

Similar to BBK's development in the three or four tier cities, though avoiding a fierce second tier city, it does not mean more opportunities, but rather highlights the problem of consumption.

Guo Zengli analysis shows that the three or four tier cities are not so competitive on the surface, but the consumption capacity of the three or four tier cities is limited. Many cities only leave behind the elderly and women. The whole city's life orientation is not partial enjoyment, but belongs to the basic type of food and clothing. This is also a challenge for the shopping center.

Generally speaking, the three or four line cities have small investments, low returns and rents.

Even if it is pformed into a smaller community supermarket, traditional retail businesses will not necessarily be able to play.

WAL-MART had launched a community supermarket, but it finally collapsed.

Guo Zengli believes that there is a misunderstanding in China: that the community business is smaller because it is better to do so, it is actually very difficult to do.

If we enter the community single handedly, this means using a single brand to win the market, and depending on a store to become a support point for the development of the performance, we should pay attention to the complete system between the brand and the brand.

But with the idea of shopping center to build community business, it will be easier to win market by combination of formats.

"Shopping centers or community supermarkets are better than supermarkets," he cautioned.

Nor is a hypermarket just once and for all.

The pformation of traditional retail enterprises needs to provide a kind of service value that the Internet can not replace. Whether it shows its unique value is not what consumers need.