Shopping Center Actively Layout Two Or Three Line City

With the growth of macro-economy and per capita disposable income, the growth rate of retail industry continued to decline.

According to the National Bureau of statistics, the total retail sales of social consumer goods in 2014 amounted to 262394 billion yuan, up 12% from the nominal growth rate, 6.4 percentage points lower than that in 2010, and the market forecast may be lower than 12% in 2015.

As the "oasis" of macro-control in recent years, shopping center business has maintained a relatively fast development trend compared with other retail channels.

On the one hand, the policy of macro regulation of housing promotes the flow of funds to commercial real estate and increases the supply of shopping centers. On the other hand, the shopping center is large, covering many kinds of facilities such as shopping, entertainment and catering, which conforms to the trend of the increasing consumption structure and the increase of the proportion of non shopping consumption.

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The 2014 "China shopping center and chain brand cooperation development report" released by DDT, China, Kyushu, and Bridge 27 released on the 2014 day showed that the growth rate of commercial business development investment in the second half of 2013 and the first half of 2014 were 8.5 and 9.1 percentage points higher than the overall market respectively.

According to the survey conducted by 15 real estate developers, most of them believe that commercial real estate has more investment prospects than residential real estate. From the wishes of developers, the development and investment of commercial real estate is expected to maintain rapid growth.

It is understood that at present, China has nearly 3500 shopping centers. Between 2014 and 2016, China's cities occupy 13 seats in 20 cities with the highest shopping area in the world.

Shanghai, Chengdu and Shenzhen rank three in the world. Their construction area is as high as 3 million 300 thousand square meters, 3 million 200 thousand square meters and 2 million 600 thousand square meters respectively.

China shopping center industry consulting center predicts that there will be 7000 shopping centers open from now to 2025, when there will be more than 1 shopping centers in mainland China.

Wu Ruiling, Deputy Secretary General of China Chain Store Association, told reporters that although high quality shopping centers are still concentrated in the first tier cities, the high cost, saturated market, fierce competition and gradually scarce retail resources forced developers to fight for the two or three tier cities.

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

In fact, business tycoons are already actively planning, such as Wanda Group's 24 new Wanda Plaza opened in 2014, including Wanda and Manchuria, Zengcheng, Guangzhou.

, Yinchuan Xixia Wanda, Changzhou Wujin Wanda.

The replication of Huarun multicoloured city is also speeding up, and now it has 19 cities in the mainland.

Yintai is also distributing two or three line cities such as Tangshan and Panzhihua.

In addition to the pformation of market layout, taking into account the promotion of new technologies, the industry believes that shopping centres also need to take the initiative to change.

The Statistics Bureau showed that the total volume of retail sales in the whole country was 27898 billion yuan in 2014, up 49.7% from the same year.

Among them, the online retail sales of above quota units reached 440 billion yuan, an increase of 56.2%.

DDT China

Long Yongxiong, the managing partner, pointed out: "the basic trend of the development of APP is the gradual integration of functions. Now, some APP even has the function of online location and online ordering, so as to provide convenience for consumers, and help to alleviate the problem of too long queuing in psychological restaurants during the rush hour of peak meals.

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

First, the application of chain shopping center APP is not linked, and there are different versions of different cities.

The two is the lack of online and offline integration. The nature of online pactions is not outstanding, mainly providing positioning and providing online pactions with less functions.

Three, information update and user participation are low, some promotions have expired, and benign interaction platform has yet to be established.

Wu Ruiling suggested that APP's experience 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, but should be based on the characteristics of consumer groups, seeking the conjunction of its own functions and consumption needs, so as to create unique leisure places in the aspects of overall architectural design, planning of internal hardware facilities and shopping environment, comparison of formats, matching characteristic services and corresponding brand introduction, etc., so as to get consumers' psychological identity and stimulate their consumption behavior.