Shenyang Shopping Malls: More Salespeople Than Customers.

New stone walls, European dome hangings, crystal lights and glass fences are decorated luxuriously, but there are only 5 shops on the 1 floor, and the two floor corridor is empty.

On Sunday, February 8th, the sunshine department store, located in the core area of Shenyang North Railway Station, not only did not appear the bustling scene of passenger flow, but on the contrary, it was "cold and thin in front of the door and sparse horse and horse" in CBD.

In the past one or two years,

A number of shopping malls concentrated "quit" or even shut down, including the Japanese Yi Dan department store, Thailand Shang Tai Department store, elegant department store, Shimao Five Mile River department store, Mei Mei department store, West Wu department store and other foreign high-end department stores have been delisted in Shenyang.

In addition, a recent message that Wanda will close two shopping malls in Shenyang is crazy on the Internet.

The news said, including Shenyang North Road Wanda, Hunnan Shenyang Wanda Plaza, including

It will close.

This also makes people wonder: what's wrong with Shenyang commercial real estate? What caused today's "shopping malls"?

Hundreds of thousands of square meters of shopping malls can be found everywhere.

The reporter arrived at Wuzhou Commercial Plaza, the "Taiyuan Street" in the famous commercial area of Shenyang, where the shopping mall Wuzhou spring and Dong Shun department store occupied the South half street of Shenyang Taiyuan street.

However, when entering the shopping mall, reporters found dark, storefront sliding doors locked, elevator lifts, only 1 floors of the outlets and stores are open.

The corridor floor and walls were mostly dusty dust that had not been cleaned for a long time.

It is understood that there were two famous commercial circles in Shenyang in the past: Zhongjie and Taiyuan street.

Zhongjie street is located near the the Imperial Palace in Shenyang. The middle street business is also thrived because of the imperial palace. In 2005, it was named "the ten largest commercial street in China".

Taiyuan street was built by Japan when it invaded Northeast China. It was originally named "Chun Tian Ting". There are many large shopping malls, such as Shenyang, one hundred, Shenyang Hualian Commercial Building, Wuzhou spring, Dong Shun department store, Zhongxing Shenyang commercial building, Shenyang Parkson, Wanda Plaza, new world and so on.

Later, not only did the two big business circles add many large commercial enterprises, but also new business circles such as northbound, Golden Corridor, north two roads, five love markets, Hunnan, etc. were added.

Over the past few years, hundreds of thousands of square meters of shopping malls have been found everywhere in Shenyang.

Reporters spent nearly 3 hours visiting Zhuo Zhan, Hang Lung Plaza,

The Mixc, Maui department stores found that the business situation of each household is the same: customers are few, and salesmen are much more than customers.

Limited consumption demand growth

According to relevant information, the commercial area of Beijing is 0.61 square meters / person, Shanghai is 0.63 square meters / person, and the population with only more than 8 million 220 thousand of Shenyang has a commercial area of more than 1 square meters per person.

In addition, 7 of the 10 most widely built shopping centers in the world are located in China, of which Shenyang ranks second in the world, second only to Tianjin.

However, under the condition of limited social demand, the supply of shopping malls in Shenyang eventually formed an excess state.

According to the data of the sixth national census, the annual net outflow of population in the three eastern provinces is about 2 million. In, there are about 200 thousand net inflow of population in Liaoning, and neither of these 200 thousand people flow into Shenyang. In fact, the net inflow population in Hong Kong is only about 100 thousand per year.

Tong Yajuan, deputy general manager of Shenyang commercial city, said that the cake was so large, but so many people wanted to eat it. The result could only be a scramble for price competition. In the past, the gross profit margin of commercial enterprises could reach 20% to 50%. Now it can achieve 10%, while the net profit is only 1%, even less than 1%.

Although almost all businesses in Shenyang are running poorly, the momentum of commercial enterprises is still decreasing.

It is estimated that by 2020, the total stock of commercial real estate in Shenyang will reach 12 million 270 thousand square meters, 1.7 times that of 2014. According to the current population in Shenyang, the per capita commercial area will reach 1.5 square meters.

Every family is "Moore".

The so-called "Moore" is the pliteration of MALL, the full name SHOPPING MALL, meaning super shopping center, which refers to a consumption center organized, coordinated and planned by a management organization in a neighbouring building group or a large building, and a series of shops and service agencies are organized together to provide shopping, leisure, entertainment, catering and other services.

In recent years, large shopping malls built in Shenyang are almost all of this mode.

There is no characteristic and no differentiated operation. There is no special attraction for customers.

In this way, the phenomenon of "more salespersons than customers" often occurs in some new shopping arcade that lacks characteristics.

Jones Lang LaSalle data show that in 2014, based on the statistics of the 25 largest cities in the world, the rate of return on commercial real estate investment was only 5.38%.

In addition, it is worth mentioning that in recent years, the development of electronic commerce has been going all the way, and traditional shopping centers have been greatly affected. These effects have forced many traditional department stores to seek new pformation and rethink how to cope with the changing market environment.

In the urban business development plan, some foreign development experiences may be worth learning from.

It is understood that many countries in the world have formulated relevant laws to prevent commercial vicious competition.

For example, the French "large retail store site act" stipulates that any expansion of shopping malls with a sales area exceeding 300 square meters shall be submitted to the provincial commercial facilities committee for a written application for the establishment, expansion, re opening, and expansion of the shopping malls with an area of more than 2000 square meters.

According to the data, Carrefour has to close a shop of its own size in order to apply for a new store in France.

But in our country, the business district of some cities is expanding blindly, and shopping malls everywhere will inevitably lead to vicious competition and waste a lot of resources.

About 15 years ago, Zhang Dianhua, the general manager of Shenyang commercial city and Shenyang Municipal People's Congress, put forward a nearly identical proposal for the Shenyang people's Congress for a long time because of the long-term consideration of the commercial development of Shenyang.

However, this proposal has not attracted much attention.

At the same time, the analysis of Shenyang's commercial development is related to the lack of detailed planning and interference by the government.

Many years ago, Shenyang invested hundreds of millions of dollars to build up a one hundred thousand square meter "Hunnan big market" to create a new business circle.

However, the market was built in the suburbs, although the bus routes were specially opened, but few people were there.

Finally, "Hunnan big market" just closed for a period of symbolic time. Now this place has become a residential area.