China'S Shopping Centres Intensify Integration And Seek Development Under Line

Deputy Secretary General of China Chain Store Association

Told reporters that although high quality shopping centers are still concentrated in the first tier cities, but the high cost, market saturation, fierce competition and gradually scarce retail resources forced developers to fight for the two or three tier cities.

Compared with traditional department stores and convenience stores, shopping centers will play a more and more important role in social retail.

In addition to offline Market

With the promotion of new technologies such as mobile Internet, smart shelf and mobile app store, the industry believes that online shopping centers should also take the initiative to change, and the pace of convergence should be accelerated.

Long Yongxiong, a leading partner in DDT's China consumer industry, pointed out: "the basic trend of mobile app store (APP) development is the gradual integration of functions. Now some APP even has the function of online equipotential and online order sheets, so as to provide convenience for consumers and help to reduce the peak period of meals.

There is too long queuing in the restaurant.

However, at present, there are many unsatisfactory places in shopping mall APP.

For example, the APP application of chain development shopping center is not linked, there are different versions of different cities; there are insufficient combination of online and offline, the nature of online pactions is not outstanding; information update and user participation are low, some promotions have expired, and a benign interactive platform has to be built.

In this regard, Wu Ruiling pointed out that the example of APP proves that experience and specialization have become the main breakthroughs in the differentiation operation of shopping centers.

But experiential shopping center is not simply to increase the proportion of food and entertainment. It should start from the characteristics of consumer groups and create unique leisure places in many ways to stimulate consumption behavior.

Related links:

Last year, American artist Cerf Lawless took the lead in the business tycoons.

In a collection of photographs launched by Cerf Lawless, entitled "black Friday: the collapse of the American shopping center", it shows the appearance of the American shopping centers which are now on the brink of desolation, just like a ghost town.

Since the last century, the prosperity of shopping centers has made "Shopping Mall" a part of American classical culture.

But according to a survey report of CoStar Group, an American real estate analyst, 15% of the shopping centers in the United States will be closed down in the next 5 years, and "the rule of shopping centres for people's consumption will end in 50 years".

The reasons for this phenomenon include the economic depression, the rise of online shopping, the change of shopping center environment, and the emergence of new urban shopping malls.

This situation has also appeared in China.

In the view of Shen Guojun, chairman of Yintai group, the construction of shopping centers and industrial parks in various places is a more serious bubble than housing.

The situation of supply exceeding demand is very serious. It is not so serious as to be serious in a very small area, for example, in a county-level city in Zhejiang, there are 20 shopping centers with more than 100 thousand square meters.

Last June, the Hangzhou development and Reform Commission called for the commercial development of Hangzhou's Chengbei East.

I do not know when this consumption habit that has just been cultivated in our life will end.

Shopping center, which originated in the US business model in the 1950s, is rapidly rising in China.

Recently, China's Chain Store Association (CCFA) and DDT, China and other agencies released the "2014 China shopping center and chain brand cooperation development report" shows that currently the world's largest shopping center in the top 20 cities, China accounted for 13.

The report said that between 2014 and 2016, the largest 20 shopping centers in the world were built in addition to 13 in China, and the rest of the other cities included Istanbul, Moscow and Kuala Lumpur.

The shopping centres in Shanghai, Chengdu and Shenzhen are 3 million 300 thousand square meters, 3 million 200 thousand square meters and 2 million 600 thousand square meters, respectively. They are among the top three in the world.

Wanda Group opened 24 Wanda Plaza in 2014, including Guangzhou Zengcheng, Manchuria, Yinchuan Xixia, Changzhou Wujin and other places, Yintai layout Tangshan, Panzhihua and other regional two or three line cities; Huarun also strengthened the multi brand expansion plan, and Huarun's colorful city's replication has been speeding up, and has laid out 19 cities.