The Battle Of The "Middle Hall" Has Begun To Smell New Year In Changsha Shopping Malls.

"Many activities are very good, all want to come, but the venue is limited, and can only reluctantly give up." The head of a shopping mall planning department said. As the Spring Festival is approaching, a new round of "middle hall" competition will start in Xingcheng shopping mall.

　　 Before the Spring Festival

The hall is busy.

January 8th, correspondent Changsha The main shopping malls in the city visited and found that almost all the shopping malls were not idle.

In the new hall of the world department store, the women's clothing brand LAGOGO, R&D, dotacoko sales show is underway, and its "good neighbor" Ping halls, 51 shops in the middle hall, dream home textile theme activities are also underway.

Far away from the riverside, the Golden Hall of the 1 floor of Kaifu Wanda Plaza, Changsha, the exhibition of RongTai, a massage health care equipment brand, is being carried out.

In addition, Yuet Fang ID Mall's "christmas new market" has also started. B.duck, sweet teddy, AI Sisi Li, Hishop boutique supermarket and other brands gathered to carry out the sale of imported food, dolls, boutique and clothing and other categories, many of which have 5 to 10 percent off discount, activities will continue until March 5, 2015.

"At the end of the year, many businesses are starting to do activities. Even if they do not rent the brand to the outside world, some of their thematic activities need to be used in the middle hall, so every family is very busy." A star city senior department store insiders such as the evaluation.

　　 Book Quite a rush.

The "schedule" is full for three months.

If you think that next month's activities will be discussed in the shopping malls this month, that's a big mistake. Reporters learned in the major shopping malls that the best venues were fully booked 3 months ago, and that the shopping malls were not rented, but only for the brands that had been introduced into the mall.

According to introduction, Ping Hun Tong in several branches in Changsha, Xi Ying men, Fan City, the first floor, the middle hall only provides the promotional brands or promotional activities for the brands that have been introduced in the shopping mall, and the director of the marketing department of the international famous brand shopping mall introduces that the Central Hall of the shopping mall only aims to rent high-end property or automobile brand activities, such as Ferrari, Porsche, Mercedes Benz and Bentley, etc.

Ping Hun Tong responsible person said that the second years of the hall's use planning will be basically determined by the end of the year, and then according to the specific needs of women's clothing, skin care products and other departments brand needs to be arranged. Changsha Wanda Kaifu Plaza responsible person said that the 1 floor of the mall two larger hall activities have been scheduled until February 2015.

　　 The daily rent exceeds ten thousand yuan.

Earn extra money for shopping malls

Reporters learned that brand To provide value added support, increasing income and increasing popularity are the reasons why businesses are happy to do activities in the central hall.

"In the past, the mall would rent some of the temporary activities, such as promotions organized by some fast moving brands, or attractive activities for consumers such as the barista competition, but now the venue is becoming more and more popular. In addition, some foreign brands will conflict with the brands already entered in the shopping mall. We are now open to the shops on the first floor." The chief executive of Xi Ying men Fan Cheng said.

The reporter understands that at present, the middle hall of Changsha shopping center is basically operated in the form of fee rentals, and a certain amount of rent is charged to the event organizers on the day. For example, the ID Mall of Yue Fang has a daily rent of 11 thousand yuan per day on the first floor, and 15 thousand yuan per day for holidays and weekends, while the daily price of the middle hall that reaches the United States is 15 thousand yuan.

For shopping malls, the rent of the property allows them to have more "owners" in addition to the "sales commission". In fact, nowadays, the business models of shopping malls are mostly divided into two types, namely the rental facade and the sales commission. Under the premise that goods are not as good as they used to be, for the market participants, the rental income of the middle hall can be regarded as a good choice for "subsidized" income.

In addition, some gimmick activities, in addition to bringing rental for shopping malls, will also bring high popularity to them, that is, potential passenger flow and many concerns. This is not only a matter of money for shopping malls.

"If the organizers of the rental venues have a collision period, then the shopping mall will choose according to the merits of the activity plan, preferentially selecting activities that are close to the potential customers of the shopping mall and can form a better activity effect and attract people's attention. Yue Fang ID Mall related staff said.