The National Economy Is Sluggish And Shanghai Has Entered The Year Of Adjustment.

RET Rui Yide analysis pointed out that in 2014, Shanghai shopping center entered the year of adjustment. 40 of the 112 shopping centers that had already opened were planned or upgraded. Large and high-end restaurants began to evacuate shopping centers and replaced small and medium popular restaurants; Shanghai was the most "China".

The city is also the most active city in the buyer's shop. In the shopping center of Shanghai, participation, drama and ritual sense are gradually strengthening. In the 23 emerging sectors, the development potential of Pudong's suburbs is the biggest. Following Baoshan and Qingpu, they are most likely to become the next "Xujiahui". With the pformation of the 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. The financial driving mode of China's commercial real estate will become the mainstream in the next two to three years.

Market trend

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

Shanghai shopping center entered the year of adjustment.

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 next?

"Before 1988, Xujiahui was located in the suburb junction, and commerce was not developed. But with the expansion of Shanghai's urban territory, population migration and rail crossing were completed, and gradually became one of the four largest cities in Shanghai.

Who is the "Xujiahui" in the next urban development?

Notable issues in business development.

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 era of mobile shopping is 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 mode of consumption, increasing the presence of consumers.

Probability.

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.

Therefore, developers and retailers including COFCO, Wanda, Huarun, Yintai and Wangfujing department store have implemented cross-border cooperation in 2014 and launched various O2O attempts.

Consumption trend

Durbin, general manager of RET ruitede Leasing Service Department

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 restaurants.

Such as the development of sweet food and other leisure food and beverage.

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.

Products are neighbors, 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 the center increased from 5% to 10%-25%, and more subdivided. KTV, coffee shops, art stores and so on began cross-border cooperation, for example, adding bar, cigar bar, table tennis and other elements in KTV to set up bank outlets in cafes.

There are three formats of boutique shops, bookstores, coffee shops and so on.

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.