The Evolution Of China'S Shopping Mall Industry

From the time axis, the evolution history of China's retail and shopping center industries can be divided into the following periods:

In the 1 era, before the 90s of the last century, the business in the mainland was mainly supported by street shops and medium-sized state-owned traditional department stores, and the demand for people's purpose was met in a mixed mode and a fixed sale mode.

The lack of material at this stage corresponds to the first stage of Maslow's hierarchy of needs theory, the stage of "physiological needs", which belongs to the era of "rush to buy".

In the 2 era, in the early 90s of last century, the economy grew, and the citizens became richer. The modern large volume of new foreign-funded department stores, professional home appliances stores and foreign supermarket stores began to replace the small and medium-sized state-owned department stores.

The first generation shopping center began to enter a second tier city, but mostly in the difficult period of cultivation (such as Shanghai eight hundred companion IMM Southern Shopping Center, Shanghai port Hui square, Shanghai Zhengda square, Shanghai mealong town square, Guangzhou Tianhe City, Guangzhou Zhonghua square, Guangzhou Zhengjia Plaza, Shenzhen Zhongxin Plaza, Shenzhen the Mixc, the Mixc SM city square, peace square, metropolis square, time square, Oriental Plaza, Xin Xin, etc.)

The supply of material at this stage began to increase greatly, and many products were no longer supplied with limited quantity.

This stage corresponds to the primary stage of Maslow's hierarchy of needs theory, the stage of "security demand", which belongs to the era of people's choice of buying.

In the 3 era, since the late 90s of last century, new shopping centers have entered the first tier cities in China.

Since 2000, the development of shopping centers has been developing rapidly by virtue of its large scale, multi format and one-stop consumption. After winning the tribulations in some second tier cities, they gradually developed to other two or three tier cities (such as Wanda Plaza, Bailian shopping center and Cade Square).

But at that time, the Chinese shopping mall mainly modeled on the famous and famous predecessors in Southeast Asia and Europe and the United States in the 80s of last century, a large one-stop shopping center with large boxes. Although a large proportion of restaurants and entertainment businesses were introduced, they advertised the functions of eating, drinking, playing and buying together, but often lacked the details of humane care: such as air circulation, ecological greenery, cultural and creative landscapes, and more efficient large department stores still firmly grasp the performance advantages at this stage.

This stage corresponds to the intermediate level of Maslow's hierarchy of needs theory, which is "the stage of emotional needs", which belongs to the theory of consumer behavior science.

In the 4 era, during the 2009-2013 years, the radiance of large and medium-sized modern department stores entered the pition period after the development of the second tier cities. (turning to the development department store center and deepening the development of the three or four tier cities), the one-stop shopping center, which combines food, clothing, entertainment and shopping, suddenly became popular and became popular in various places (such as Joy City, the Mixc, water tour city, etc.).

However, due to the disorderly planning of relevant departments, a large number of shopping centers and complex projects are rushing headlong into each other in a short time, resulting in the homogenization of competition has evolved into vicious competition in many places.

The influx of many unfamiliar developers of unfamiliar and unfamiliar causes many consumers to understand the shopping center at the physical big box level of department stores, supermarkets, and cinemas and restaurants. The charm and social effect of shopping centers should be inferior.

At this stage, on the one hand, the real world-class luxury brands begin to fully enter the Chinese market. On the other hand, the flavors and cuisines of various provinces and cities and the global exotic restaurants have arisen, and the entertainment industry represented by cinemas, video game cities and KTV has been developing vigorously.

This stage corresponds to the intermediate stage of Maslow's hierarchy of needs theory, "the stage of respecting the demand", which belongs to the era of people buying and playing.

At this stage, we pay more and more attention to leisure and entertainment, and prefer one-stop consumption.

In the 5 era, the Chinese shopping center entered the stage of "self actualization" in 2014, and the department stores and shopping centers were carrying out innovative pformation with varying degrees.

In modern society, the pace of work is getting faster and faster, the city is getting bigger and bigger, business circles are becoming more and more dense, business projects are more and more, passenger flow is becoming more and more dispersed, housing is becoming more and more comfortable, private cars are becoming more and more popular, people are becoming more lazy, more and more houses, and more and more smart.

On the other hand, the material and information of the modern society are very rich, and the consumers' vision and requirements are getting higher and higher. Besides, all kinds of electricity providers, Hai Tao and even overseas tourist shopping have been snatching food, so that many shopping centers have to shrink their fronts, and the proportion of catering and entertainment business is getting higher and higher, or even basically abandoning the retail format.

However, such a severe partial eclipse will undoubtedly cause irreparable risks to the future shopping center's performance and financial returns.

The 5 era of shopping center is coming. Since 2013, with the further development of economy and culture, the personal spiritual demand has been constantly improving, and hobbies are becoming more and more diversified. The increasingly widespread overseas travel and the Internet have made people more informed. People are no longer satisfied with paying for the purpose of buying and selling in the shopping mall. Some new shopping centers with a sense of experience have already taken a firm foothold in the first tier cities, and have begun to exert pressure on modern department stores and traditional old shopping centers, and gradually become the development of second tier cities.

Among them, a group of industry pioneers, represented by Shanghai K11, Shanghai Daning International Commercial Plaza, Beijing fragrant grassland and Beijing Chaoyang Joy City, began to explore the practice of shopping centers in the new era of innovation and pformation, and become the new consumption experience representing the new way of life.

It is worth noting that the Fuzhou world Europe Plaza, which is now on the way, will become the first upgraded experience center in Southeast China.

This stage corresponds to the advanced stage of Maslow's hierarchy of needs theory - "self actualization stage" in behavioral science theory.

In this era when people favor "buying mood and buying circles", everyone likes to set their own preferences.

Let's fly in the mood, or move the circle of social networks to reality, and get emotional through parties.

Even at this stage, the traditional commercial shops that are stuck with the rule of law are attractively attractiveness, but modern social changes are everywhere. New businesses are becoming more and more realistic. Consumers are becoming more and more sophisticated and rational. Consumers' consumption channels and consumption contents are also gradually becoming more and more sophisticated.

This makes the new commercial era that subverts the traditional era is coming, and the innovation of shopping centers needs to be solved.

This is the new life that represents the new way of life.

The center and the social life base shopping center integrating personal life and emotion are beginning to emerge.

Many of them are innovative and enterprising. Although they have not yet opened their business to accept market tests, they dare to invest, dare to explore and dare to experiment.

In the Ninth China commercial real estate summit held in 2014, search business network has already foresight business projects to start the tide of change in the industry and break the business 5. Among them, the planning of the "world Europe Plaza" is the most prominent in Fuzhou's largest commercial body. Its social center theory, full experience format planning, O2O intelligent business system, and art ecological environment planning have taken the lead in defining the connotation of the new generation of business, and have shown a bold and vigorous attitude in the 5 era of integration.

The innovations and attempts of the World Plaza in the era of commercial change will be deeply interpreted in the following series of reports.