Can Mall Be Hollow?

The Mixc's popularity is not as good as before. It's hard for us to get the answer from the staff of the Mixc.

A brand worker told reporters privately that "when we opened in 2012, we had at least 30 thousand yuan daily sales, and now we can not even keep ten thousand yuan.

Apart from rent, there are about 5000 yuan a month to pay for electricity, card, promotion and security.

With the salary of the salesperson, I really worry that I can't make ends meet. "

He said that last year, Yintai city and Xixi impression city opened, and some of the tourists were diverted.

Act as

The big brands in the Mixc do not seem to be as busy as before. Yang Yi Qing, vice president of Zhejiang Business Research Institute of Zhejiang Gongshang University, has three reasons:

First, the brand is not outstanding enough.

"The Mixc is a big brand in retail industry, but in Hangzhou, its reputation and reputation are not as good as Hangzhou Tower.

In addition, in the past two years, Yintai has also done Shopping Mall, and the competition faced by the Mixc is even more intense.

Yang Yiqing said.

Second, periphery

Not enough.

Yang Yiqing believes that although the Mixc is located in the golden location of Qianjiang New Town, the surrounding high-end office buildings and residential buildings are standing, but the commercial atmosphere has never been able to rise.

"Third is the strategic level of the group."

He said.

But in the future, the Raffles on the side will also open their doors. Can they shop in Duo long? Yang Yiqing said, "I'm afraid it's not that easy."

Another professional analysis, the Mixc is a high-end route, relatively concentrated customer base, cross-border electricity providers developed rapidly this year, also took part of the passenger flow.

Maybe someone will say,

Just one case. The other Mall is still hot. It takes a couple of hours to eat a meal.

In fact, these Mall restaurants closed out of the example, not not.

And those retailers are also having a hard time.

According to a staff member of Yintai, Yintai city's catering accounts for about 30%~50%.

"Every weekend, we have a lot of popularity here, but we can see that most of us are rushing for food and entertainment."

Nina is a saleswoman in a Japanese women's clothing store in impression city, Xixi. She reveals that the retail brands that are good for business in the city are mainly Decathlon, and some fast fashion brands such as UNIQLO. "Most people just don't buy them. They consider shopping as a way to kill time before eating or watching movies."

The rise of Shopping Mall is due to the traditional retail business's single mode of competition and its attractiveness to consumers. Therefore, the single department store format has evolved into multiple commercial formats.

"Before the commercial complex is basically retail, catering, entertainment according to 60%, 20%, 20% of the proportion of investment, now the proportion has become 40%, 30%, 30%.

"It is right to increase the proportion of food and entertainment, but this is not a panacea. It is impossible to save the declining trend of retail sales by such a change."

In Yang Yiqing's view, Hangzhou's MALL itself has entered an excess stage, and there will be excess food and entertainment in Mall. Therefore, it will become weaker and weaker if we want to borrow this part of the passenger flow to improve the retail performance.

For a Shopping Mall, retail is the main business and the rest is auxiliary business. Now, Mall of Hangzhou shows that the main business is becoming weaker and weaker, and the battalion is becoming stronger and stronger.

"Shopping Mall currently relies mainly on rents to generate revenue, but the real rentability in Mall is retail rather than catering.

As a result, the shrinking of traditional main businesses will bring about a reduction in profits. "

Yang Yiqing said.

Yang Yiqing believes that Mall has the trend of hollowing out.

"How to make the retail sales go up is the real consideration for Mall in the future."