Why Is Shopping Center Public Space So Expensive?

Through in-depth research on the public space of 63 shopping centers in six cities of Beijing, Chengdu, Shanghai, Shenyang, Xi'an and Zhengzhou, RET Rui Yide China commercial real estate research center officially released the first national shopping center public space research report recently.

The report points out that the location of the shops around the public space of the shopping center is often the first area to be leased. It can not only enhance the depth of the shops, but also enhance the image of the brand, and the rent will also have a premium of 10%-15% on the price.

Tong Zhang, an analyst at RET real estate research center, pointed out: "when consumers choose shopping centers, they add more emotional elements. Shopping centers no longer take shopping as the main purpose, but also seek more psychological, spiritual needs and social interaction needs, putting higher requirements on the experience and interest of business environment."

Public space has also made great contributions to the prominence of shopping center's commercial value.

First of all, the visuospatial space of public space has also become the front of the shopping center itself or brand.

In the first tier cities such as Beijing and Shanghai, the average rental cost of advertising in the shopping center is 10000 yuan / month.

Even in Zhengzhou, Wuhan and other second tier cities, the average rental cost of advertising sites can reach 3000 yuan / month.

While enhancing consumer desire for shopping, the overall advertising campaign will further beautify the shopping environment of shopping malls and complement each other.

Secondly,

The public space is innate with the conditions for carrying out commercial activities.

The attraction can effectively activate the popularity of the surrounding businesses, enhance the brand presentation and increase the opportunities for the sale of goods, making business activities more popular.

The theme activities such as duo A dream exhibition held in Chaoyang Joy City in Beijing, and Monet art exhibition held by Shanghai K11 are becoming an important means for shopping centers to jump out of homogenization, attract tourists, enhance customer memory and guide customers to consume.

according to

Rui Yide, statistics of China commercial real estate research center: the average rent of the public space of the second tier city level shopping center shopping center is 21000 yuan / day, the rent of the first tier cities is more than two times, reaching 48000 yuan / day; the district level business circle is also the same, the average rent of the second tier city level business circle is 15000 yuan / day, the first tier city rent is 30000 yuan / day, which is two times of the second tier city rent.

Taking a look at foreign shopping center cases, Mall of America and West Edmonton Mall in America are all popular with large theme parks as the driving engine of super shopping centers.

It can be seen: "super shopping centers pay more attention to touring, and create a new concept of" consumption ecosphere "by embedding cultural, leisure and featured theme functions.

Chen Lilin, director of RET ruyd commercial service, said.