Shanghai Shopping Center: Seeking Individuation

New rising

China's Trade Plaza and Kerry Center in Jingan also tend to focus on light luxury brands.

What is more personal is the rise of this kind of general merchandise buyer's shop, such as the continuous collection of many luxury brands in Europe.

Thus, shopping centres emphasize "

"Development has become the basis for future shopping malls.

Positioning white collar women to arouse popularity

In the three quarter of this year, Raffles square introduced the original Novo department store with tide brand and light luxury brand. The first floor is located at I Do, Miss.

Sixty,

G-Star

Raw, Calvin

Klein,

Folli

Follie and other brands, the two floor is I.T's eight clothing brand new stores; the five floor of Zhengda Plaza officially opened, with a strong trend of fashion and atmosphere to attract young people; CITIC Pacific Plaza will turn 2 to 4 floors 30% into a large lady's flagship store, and even introduce the brand trend restaurants such as the flagship flagship store and afternoon tea, hoping to attract more and more young white-collar women.

At the same time, many shopping malls in mealong Town, Hong Kong Plaza and other shopping centers also see the adjustment of formats.

Many boutique shopping centers have adjusted the underlying floor brand from the traditional high-end luxury brand to a more popular and light luxury brand, in order to attract more people to import.

In this regard, Lin Rongjie, executive director of the Greater China region of the high latitude global research department, believes that retail sales of Shanghai department stores fell to a historical low in the first half of this year. The business pressures faced by major department stores are becoming increasingly apparent, and reform is imminent. Shopping centres are looking for new ways to find breakthroughs in channels, operations and formats.

Under the change of retail market and consumer preferences, the trend of shopping center will be "community-based" or "personalized" in the future.

Lin Rongjie said, "community-based" is to meet the needs of the surrounding consumer groups, adjust the format to protect rental income; and "personalized" refers to the shopping center by highlighting its own positioning or theme characteristics, targeting the target consumer groups to adopt differentiated marketing methods.

At the same time, Mu Hong, general manager of investment and marketing department of Vanke Group, proposed that the adjustment of shopping center format is the most important thing to achieve the balance between rent and popularity.

Experiential format is favored by shopping centers, mainly gathering popularity.

How to coordinate the balance between rent and popularity and achieve the best effect is a problem that shopping centers must explore.

The future shopping center will become the center of lifestyle and a platform for communication.

The adjustment of the format can optimize the brand structure, upgrade the format and become a social platform.

Innovation is also a trend. Shopping centers can be improved from software and hardware.

From the software point of view, such as situational shopping, from the environment to create more experience for consumers.

In addition, from the trend of brand adjustment in shopping centers, we can see that interest and taste after 80 and 90 are leading the trend and market. Young and fashionable high-income groups are in the rush for luxury brands.

Ying Shi Research Center believes that this reflects the gradual return of the Chinese luxury market rationality.

Light luxury brands pay more attention to product personalization and design sense, and consumers are more satisfied with the story and value and identity behind the brand. Consumers who choose light luxury brands show more confidence.

With the continuous expansion of domestic consumers' vision, their consumption concept has gradually changed.

Therefore, this also provides business opportunities for the "personalized" development of shopping centers.

Shi Jin, chief analyst at RET, China commercial real estate research center, pointed out that in the next 3-5 years, the influx of international fashion brands and local brand designers with vitality will be the key to changing the homogeneous competition pattern of domestic commercial real estate.

At that time, shopping centres will play an important role in attracting or even exclusive fashion brands.

Nowadays, the retail formats of multi brand collections have become a new trend.

The flagship store in Shanghai, a department store buyer, has become the benchmark of the "personalized" retail industry.

In 2012, LCF had 6 stores with a turnover of more than 5 billion yuan and a single store turnover of more than 800 million yuan.

Now in Shanghai, shopping centers such as K11, Xintiandi fashion and so on have introduced this kind of buyer shop.

In Rui Yide's "China buyer's shop Research Report", the local department stores are following the buying system mode and taking the boutique department line.

After the new Nanjing 100 billion acquisition of HoF department store in the British department store, the Golden Eagle International Business Group, which is headquartered in Nanjing, also announced the holding of the SKINMINT SKINMINT company, which will be tested by the company to buy water. The Xuhui real estate business in Chongqing's Xuhui Plaza operates a buyer's shop IORI by relevant enterprises.

Buyer shops will become one of the more important formats in many commercial projects.