Shanghai Shopping Center Entered The Adjustment Year, The Buyer Shop Has Strong Momentum Of Development.

RET Rui Yide analysis pointed out that in 2014,

40 of the 112 shopping centers already opened or planned to upgrade; large and high-end restaurants began to withdraw from shopping centers and replaced small and medium-sized public catering; Shanghai is the most sweet city in China and the most active city in buyers' shops; participatory, dramatic and ceremonial feelings are gradually strengthening in shopping centres in Shanghai; in the 23 emerging sectors, the development potential of Pudong's suburbs is the largest; Baoshan and Qingpu closely follow them; they are most likely to become the next "Xujiahui"; with the pformation of credit assets securitization business from the examination and approval system to the business registration system, diversified financial means will provide new financing channels and exit mechanisms for commercial real estate, and China's commercial real estate financial driven mode will become the mainstream in the next two to three years. Entering the year of adjustment,

market trends

Chen Lilin, general manager of RET ruyd's strategic consulting department.

According to RET Rui Yide, China commercial real estate research center, in 112 shopping centers in Shanghai, 2014-2015 or 40 projects have been planned or planned, accounting for 35.7% of the city's total.

Of the 40 adjusted shopping centers, 48% are urban shopping centers, 37% are regional ones, and 15% are community-based.

The famous shopping centers such as Hong Kong Hui square, Mei Luo city, Zhengda Plaza, and Raffles are undergoing large-scale renovation and upgrading in 2014, adjusting the introduction of higher grade brands or distinctive designer collection shops, pforming the moving lines, garage, and introducing the special features of theaters and galleries.

Who is the next "Xujiahui"? Before 1988, Xujiahui was located in the suburb junction, and commerce was not developed. But with the expansion of Shanghai's urban layout, population migration and rail crossing were completed, and gradually became one of the four major sub centers of Shanghai.

Who is the "Xujiahui" that will take advantage of the next urban development? This has always been a noteworthy issue in the development of Shanghai's business.

RET Rui Yide, China commercial real estate research center, through the comprehensive analysis of the proportion of commercial land pactions this year, the number of population and subway planning, and the land price of commercial land, found that the development potential of Pudong suburbs with the advantages of free trade zones and Disneyland is the largest. Because of the gradual withdrawal of Baosteel, Baoshan will generate a lot of commercial land to be reinvigorated, and Qingpu, which is heavily influenced by Hongqiao, will be the next "Xujiahui".

The driving mode of China's commercial real estate development has undergone qualitative change.

Around the three major resources of people, money and land, China's commercial real estate development has undergone three basic driving forces.

At first, developers were dominant, looking for low cost land and capital, and forming suitable teams. After that, the mode changed to land driven, and the professional division of labor among developers, capital sides and operation teams did their jobs. Professional managers began to show value.

Now, the financial driven mode is emerging. Commercial banks, stock market, bond market and investment trust market continue to enrich the financing mode of commercial real estate.

In the next two to three years, the financial driven mode will become the mainstream. Vanke's "light asset" mode and the "Kade model" will gradually increase.

The times are coming.

Consumers are returning to the store.

According to Accenture research data, compared to 2013, consumers' consumption intention increased by 8% this year, while online consumption willingness decreased by 8%, and the number of Chinese consumers shopping through mobile phones was two times that of Britain and America.

Mobile phone mobile terminal has changed the consumption mode, increasing the probability of consumers appearing in physical stores.

Physical stores are aware of the difference between mobile Internet and PC Internet, and hope to continue to contact consumers with mobile force to achieve sustained sales.

So developers including COFCO, Wanda, Huarun, Yintai, Wangfujing department store and so on.

Cross border cooperation was implemented in 2014 and O2O attempts were carried out in various ways.

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Consumption trend

Durbin, general manager of renting service of RET ruitede

Large and high-end restaurants began to evacuate shopping centers, and small and medium-sized public catering instead.

In 2014, high-end restaurants continued to slump.

According to the statistics of RET ruyd China commercial real estate research center, large and high-end restaurants began to withdraw from shopping centers, while small and medium-sized popular restaurants were being replaced as the main force.

And high-end restaurants are looking for a way out. Many brands try to develop new brands to the mass consumption field. As of 2014, more than 300 restaurants have developed more than 2000 catering brands, such as the development of dessert and other leisure foods.

China on the tip of tongue is the sweetest in Shanghai.

RET Rui Yide, the China commercial real estate research center, has made a thorough study of 6 categories of 45 dessert brands, and found that there are 549 dessert brands stationed in Shanghai shopping center, 257 more than Beijing, which ranks second.

Shanghai is the most sweet city in China.

At the same time, in many food and beverage categories, desserts are pforming from assistive business to necessary businesses, and their share in shopping centers has increased from 8% to 14%, and from 29% to 36% in restaurants.

Some high-end dessert shops even enter the first floor of shopping centers, which are adjacent to luxury goods, such as LADUREE and Godiva on the first floor of Hong Kong Hui.

Shanghai's buyer shop has the strongest momentum of development.

Since the first buyer shop opened in Shanghai in 1996, the brand of Chinese buyer's shop has been slow to start.

It was not until 2010 that the situation changed. The average number of shops opened in the past five years was 4.6 times that of 1996-2009 years.

According to RET ruyd China commercial real estate research center, Shanghai currently has 75 buyer shops, accounting for 30.9% of the total volume of the country, which is 63% higher than that of the second Beijing buyers.

Buyers with flexible leased areas and strong tenant capabilities are gradually replacing the department stores as the main shopping centers.

Entertainment and leisure formats have changed.

The proportion of children in shopping centers increased from 5% to 10%-25%, and even more subdivided. KTV, coffee shops and art stores began cross-border cooperation, such as bars, cigars, billiards and other elements in KTV, setting up bank outlets in cafes, and gathering three boutiques in boutique shops, bookstores and coffee shops.

Some characteristic formats also began to enter shopping centers.

For example, video game reality experience, doll theme exhibition hall, cultural and art exhibition, etc.

The participation, drama and ritual sense of shopping centers are gradually strengthening.