Wanda: The Potential Of Experiential Formats Is Huge.

Wang Jianlin revealed that in the first half of this year, the total passenger flow of Wanda Plaza reached 720 million passengers in the first half of the year, and it is expected to exceed 1 billion 500 million passengers throughout the year.

A report released by CB Richard Ellis believes that the impact of e-commerce and the pursuit of consumer experience by shopping crowds have led to the introduction of more experiential elements in shopping centres.

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.

In fact, at present

The pformation from manufacturing economy to service economy is an important sign of service economy. It is precisely the proportion of service expenditure in household consumption.

A long time ago, visionary

In recent years, it has launched the Wanda pop star, bringing some experiential consumption that can not be replaced by the Internet into its command.

However, in

In the first few years of the adjustment of state to experience service format, Wanda also had to face the risk of rents falling due to the structural adjustment of leasing.

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Wanda Plaza in most 234 line cities is located in the core position of the city. This is a great advantage of Wanda Commercial real estate. However, if we want to turn this advantage into a rental income, Wanda also needs to make an in-depth study of the consumption habits and consumption characteristics of the three or four line cities, so as to suit local conditions.

Ouyang Jie, vice president of Xincheng holding group, told the daily economic news that the proportion of young people in different levels of cities is different. Many young people in three or four line cities work in a second tier city. Therefore, shopping centers and shopping centers in second tier cities need to be more fashionable, updated and faster.

By contrast, three or four line cities have more elderly people.

When shopping centers such as Wanda Plaza and the Mixc sink to the three or four tier cities, they usually focus on "life".

"In many three or four line cities, shopping centers are regarded as" second living rooms "of residents.

Ouyang Jie said that this requires the shopping center to enrich the catering industry. But due to the low rent of the catering contribution, the shopping center also needs to increase the proportion of the retail industry. The proportion of catering, entertainment and retailing should be maintained at around 30%. It will attract people's popularity by dining, ensure the basic flow of people by entertainment, and raise the rent of the whole project through retail.

In addition, three or four line city families often take children as the core, shopping centers also have great demand for children's formats. But because the population base is not big enough, it is necessary to control the size of children's formats, so as to avoid excessive proportion.

It is worth noting that clothing is a highly valued format in the second tier cities, with gross margins higher than restaurants, but many clothing brands are not popular in the three or four tier cities.

For this reason, Wanda tried to upgrade the clothing brand in only a few central cities, and in most three or four line cities, the brand of fashion was the main force of parity and fashion.

Wanda needs to introduce more high margin formats beyond clothing, which is clearly a big challenge.