Shanghai'S Shopping Centers Are Playing "Conceptual Marketing" And "Cross Boundary Interaction".

Status quo: there are 36 more to open this year.

According to the latest statistics of RET Rui Yide, China commercial real estate research center, according to incomplete statistics, in 2015, Shanghai planned to open 36 shopping centers, with a commercial area of 2 million 472 thousand square meters.

Among them, the number of shopping centers newly opened in Pudong New Area is up to 10, partly driven by the opening of Shanghai's Disney.

The shop is continuing and the adjustment is in progress.

At present, 130 shopping centers in Shanghai have been planned or reformed in 2014-2015 years, accounting for 40 of the total, 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 the rest 15% are community-based.

Many consumers have found that the famous shopping centers located in the city centre such as Hong Kong Hui square, Mei Luo city, Zhengda Plaza, and Raffles are undergoing large-scale renovation and upgrading in 2014, in addition to adjusting the introduction of higher grade brands or distinctive ones.

A collection shop, some shopping centers also pform lines, garage, the introduction of theaters, art galleries and other special formats.

With the diversification of financial means to provide new financing channels and exit mechanisms for commercial real estate, the industry also analyzed that China's commercial real estate financial driven mode will become the mainstream in the next two to three years.

Tongue tip consumption into engine

In the past few years, as a mature commercial project such as Wanda Plaza and Joy City, the catering proportion reached 30%-35%, which has been called the characteristic, but now it has become the norm.

In many newly opened stores, catering is always the first commercial form to rise. From the soft elements of environment, taste, service to various types of catering, it can bring popularity to the shopping malls and enhance business atmosphere in the early days.

But in the trend of hot development of catering industry, there has also been a change.

With the advent of the "cold winter" of retail and high-end restaurants, the original commercial real estate investment was cold.

Under such circumstances, the development of characteristic chain restaurants has been greatly accelerated.

As of 2014, more than 300 catering groups have developed more than 2000 catering brands, such as the development of desserts and other leisure foods.

More and more small and medium popular restaurants find "presence" in shopping malls.

At the same time, the product line of large chain restaurant brand is constantly enriched, which also meets different types of consumer demand.

For example, Wang Pin group recently launched the two high-end brands, "Huai Yin" Huai Shi and "LAMU Mu" new champs iron plate burning has begun to enter Shanghai.

In addition, the "cross-border wind", which has been quite popular in recent years, has also entered the shopping mall.

Many clothing stores and bookstores integrate catering into packages, which combine packaged goods, dishes style and environmental decoration, and consumer group preferences to ensure the integrity and interaction of brands, but also give consumers the charm of experiential business.

In 2013, a large number of new concept shopping centers opened in downtown Shanghai.

In this area, the total area is 480 thousand square meters, and the commercial area of 320 thousand square meters is quite noticeable.

This is not only the largest commercial complex in the central city of the whole city, but also gradually become the weathervane that leads the concept of the latest urban fashion culture life.

The world port is gathering.

Restaurants, bars, cinemas, rink, gyms and other rich formats and cultural district and Roof garden square constitute numerous showhouses, forming a complete shopping experience shopping chain and a combination of business, travel and literature platform.

The "concept" was handy and the K11 shopping Art Center opened in June 2012.

Celebrity exhibitions attract large numbers of people and decorative arts everywhere. It combines the three core elements of art, humanity and nature, and the perfect combination of material life and spiritual life, bringing unprecedented sensory experience to customers.

The SHANG Jia center, located in Hongqiao Development Zone, Shanghai, is LVMH's high-end shopping center, which is mainly engaged in luxury goods.

In addition, the Kerry Center in Jingan, the business philosophy is to create a new "Shangcheng" lifestyle.

These shopping centres in central urban areas compete differently. The competition is not just about the number of high-end brands, the degree of brand differentiation, but also the brand image and strength of the shopping center itself.

When shopping centers also have the concept of concretion, their memory and status in the minds of consumers have also greatly improved.