What Are The Investment Rules Of Shopping Centers?

stay Shopping Mall It seems that every weekend is a time to spend a weekend watching a movie and about 35 friends' corruption. It seems that every city has done something. Many people think that the layout and brand of many large shopping centers are familiar. Yes, because today, the electricity supplier has a great impact on physical retail. Today, the shopping mall needs to highlight the most attractive formats, reduce the low rental capacity and attract the main stores with all kinds of concessions as far as possible, so as to ensure the passenger flow and the popularity.

After a recent survey and interviews with a large number of journalists, reporters learned that almost every shopping center had a similar investment story. As a core source of market profits, investment promotion is very important, which implies a secret that most consumers do not know.

Movie theaters and stores

"To deal with the electricity supplier, we must highlight some activities that can only be experienced online. In recent years, the cinema is the top priority. Although many people will watch online, after all, the premiere of the original film, the IMAX curtain and the 3D effect movie can only be satisfied in the movie theater. Many fans will watch 2~3 times when they encounter some big movies, such as hobbit 2. Because of such a market, cinema is the preferred form of business. An internal staff member of the Dragon dream shopping center revealed.

After visiting about 10 shopping malls in the Shanghai market, reporters found that almost 100% of them had cinemas, many of which were IMAX huge screen theaters. When Afanda was released, there was only one giant movie theater in Shanghai.

About 90% of the respondents said that the movie theater as a "popular type" must be a form of business. It is the first one to start investment in all formats. Even when the mall is still built, it has already established the cinema brand with the cinema.

"Because the movie theater has a height requirement, at least 8 meters, sometimes it has to cross 2~3 floors, there are special requirements for distribution, there must be no column in the field, and the seat of the cinema has an ascending slope. Therefore, cross layer, load-bearing walls without shelter and seat lifting must be built in accordance with the requirements of the movie academy when building shopping malls. If the shopping mall is re established, the hardware is difficult to meet." Durbin, director of the commercial service department of RET Rui Yi de commerce, who has invested in many shopping centers, told reporters that there is still a detail, that is, the movie theater is generally around 4 floors, because it is easier to get approval for consumption approval. In all formats, except for children's consumption formats, the cinema with a closed environment is the highest requirement.

At present, Wanda, Xing Mei, Jin Yi and Zhong Ying are the most important cinemas in the country. Usually a cinema of 8 rooms needs 3500 square meters of area reserved, with an investment of about 30 million yuan. Due to the large number of discount tickets and the adjustment of the box office at the moment, the cinema that can be returned to the original 3~5 year now needs 6~7 years to get back to the original, which also makes the movie theater lease for 15 years. Therefore, high popularity, long lease cinema is one of the most favorite formats of developers.

Another need to be synchronized with the movie theater is the first batch of merchants. Like a movie theater, stores are cheap, but they can attract a large number of passengers, and store backyard stores need to be reserved ahead of schedule, which requires high hardware requirements.

"A store of 10 thousand square meters, the guests see the shopping area in front, but there are still thousands of square meters of backyard areas, including offices, warehouses, etc. These backyard areas need to meet the minimum level of stacking goods of 5.5 meters, and the unloading of large trucks. If the shopping area is a commercial open line, then the backyard area is the commercial secret line. The dark line is more important for an enterprise, and there are also 60 meter long checkout counters. These hardware must be built synchronously when the shopping mall is still being built." A businessman who had worked in Carrefour for several years told reporters.

Previously, the gym with high demand for the gym was the first investment target, but in recent years, the gym business has gradually become desolate, developers have removed it in the first round of investment.

As a result, shopping centres have low rental rates for these formats and even offer other concessions. Some stores have only a few yuan per square meter per day, and sometimes other rents on the floor are sometimes up to tens of dollars per square metre per day.

Main store and sub main store

After completing the first round of investment in hardware, such as movie theaters and stores, the next big investment is the main shops and sub main stores. Among them, the main store is very important, because such brands can accumulate a lot of popularity.

"Most of the main stores in the past were LV luxury brands, but with the low consumption of luxury goods, light luxury and fast fashion brands began to rise, becoming the main stores, including Only, UNIQLO, Muji, GAP, Mark Ed Faye and so on. The main store is mainly based on international brands and apparel formats, and generally rents a large area of at least 2000 square meters. Due to popularity and high turnover, the main business interests are also divided into high levels, which is the focus of investment for developers of shopping centers. A person familiar with the operation of Raffles and others said frankly.

The main store also has an "arrogant skill" - other tenants with smaller rental and brand reputation will use the main store as a "vane" to enter the shopping mall, for example, some small brands who make clothes, if they hear that UNIQLO and ZARA are stationed, they will follow suit.

Therefore, the fast fashion main store brand is now very "cattle", many industry reflects. Uniqlo MUJI, Mark Ed Faye, ZARA Almost all brands need to be stationed in the shopping center for decoration subsidies. Most developers give such brands free rent and low rent in a period of time, and at the same time subsidize the preferential policies for decoration costs. According to the store area and location, a thousand square meters of main store can receive 4 million ~1000 Yuan decoration subsidy.

"Not only that, because we are strong brands, developers have to undertake all kinds of marketing costs at the beginning of our business. So the cost of opening up shop is almost transferred to the shopping center, so the expansion speed is very fast. The head of the marketing department of a European luxury brand said proudly.

These international brand main shops have longer negotiating cycle and longer contract transfer period, which will take at least 6 months for the preparatory time. So after the movie theater and the store, the main store will be in full swing.

After determining the main store, the main shop opened around the main store also started its layout, including clothing, home, KTV and other formats.

"HOLA is typical of the main store. This kind of stores gather more popularity than the main store, but it also has a certain reputation. Because the business is not too hot, the revenue is slightly lower and the rentability is also weaker. The rental of such brand stores is sometimes only a few yuan per square day. But this kind of brand store can make a good supplement to the main store and improve the brand richness. People familiar with the matter said.

And another format is becoming the latest concern of shopping malls - catering. Originally, the catering renting power is weak, and it has never been the focus of investment. Most shopping centers only reserved 10% or even lower proportion of restaurants in the past. Nowadays, with the impact of online shopping on clothing, the consumption of restaurants needs to become a new favorite of people. So Wanda Plaza and Yintai department store have increased their catering area. In some new projects, the restaurant investment area even reached 30%~40%, a record high.

Making money by small shops

Theaters, stores, main stores or even the main stores are not free from rent or low rent. What can the shopping centres earn from them?

In fact, what developers really earn is the last batch of small retail shops. Such as small milk tea shop, dessert shop, cake house, cafe, training institution, etc. These seemingly unremarkable small businesses are the most powerful tenants.

"If a main shop rent is 5 yuan per square meter per day, then a juice shop can rent up to 60 yuan per square meter ~70 yuan per day. Because these small formats are small in size, low in labor and low in hardware cost, but because of the large sales volume, the gross margin can be as high as 70%, so even if the rent is high, such formats can also be affordable. Durbin disclosed that this kind of high tenant small format usually likes to lay on the ground floor or floor, especially near the rail transit department or near the movie theater to increase sales.

RET Rui Yide, China commercial real estate research center, pointed out that Shanghai is the longest Metro City in the world, with a total length of 567 kilometers, which is equivalent to 13.5 marathon distance. Beijing is the busiest city in global rail transit, with an annual passenger volume of 3 billion 210 million passengers, and the Shanghai light food business near the track accounts for 40%. For example, the high rent formats of Shanghai underground dragon dream in Shanghai are basically cafes, snacks, juice shops, bakeries and so on.

Miss Cui, who is planning to run a juice store, told reporters that after seeing 8 shopping centers, she decided to rent a shop on the ground floor of a shopping center of two categories, with a rent of about 65 yuan per square meter per day. According to the calculation of people's flow, she estimated that she could return to 1~2 in this year.

In addition, the beverage shops and movie extension toy shops, which are close to the high popularity movie theater, are also very popular. According to RET Rui Yide statistics, the cafe area built near the cinema is smaller than that of the general coffee shops. Because the guests have to watch the movie for a while, the turnover rate is very high, that is, the small area of high turnover, so the rental capacity is very strong. These are all places where developers earn rents.

Another type of high leased capacity is related to children's training or indoor amusement park, because parents invest in children's education, so Disney English and all kinds of children's English training have risen. Usually, children's training is 2~3 times higher than that of other floors on the same floor.

According to the insiders, an English training website has a turnover of up to about 800000 yuan on the first day of operation, and tens of millions of revenue a year, comparable to that of the cinema. Disney's English has doubled its rental area from 600 square meters to 1200 square meters because of its good revenue.

"From our actual operation for so many years, from the perspective of rental income, 30% of a shopping center's investment is not earning money, 40% can be flat, and another 30%, that is, those with high leased capacity, are the source of profit for shopping centers." Du Binru said.

Of course, we can not ignore the economy of the atrium. Most shopping centers have large vacant lots on the first floor. This is the venue for holding promotional activities. The rental income of this shopping area is also very impressive.

Reporters interviewed the mainstream shopping malls such as Hong Kong Hui, dragon dream, and raffles, and learned that according to the different area and time, the cost of renting the atrium to organize activities was as high as 30 thousand yuan to 70 thousand yuan / day. Some prosperous shopping malls, such as the Zhongshan Park dream, and raffles, had to rent for 4 days or even a week, and the rent was as high as 280 thousand ~30 yuan. Do not think that sky high prices will scare away guests. In fact, because enterprises will have a year's publicity and marketing plan at the beginning of the year, the atrium of these popular stores during the festival season and the second half of the year has been pre emptied.