Hao Jilin: The Shopping Center'S Practice Of "Opening Business First And Post Investment" Has Hidden Dangers.

Hao Jilin: there is no demand for shopping centers. Obviously, supply and demand are the reasons. In this period, the supply exceeds demand, because every shopping mall basically goes to the same batch of suppliers or partners.

Customers will also have their own judgement and choice, so you will see that many shopping centers are now incomplete.

Our industry often says that a good start is half the battle, so if you do poorly at the time of opening, there will be many hidden dangers.

Why do so many shopping malls business problems? Mall operators want to ask themselves, why this brand will appear again in this business circle? I have a point of view, why do you build a shopping mall will be able to recruit business, can attract good merchants to enter? I personally feel that in the face of rising pressure, operators must be careful in design and investment, do not copy other people's things, find their own positioning and personality, ask yourself what kind of customers you want to attract.

Recently, the homogeneity of shopping centers has begun to look up, and many are simply replicating.

The illusion is that the bigger the market, the better. Of course, when the market is good, the brand is willing to enter your shopping malls. But when the market is bad, the bigger the market, the harder it is to hire tenants.

I feel that if a shopping center inviting business is not up to eight, it will be hard for the future.

Reporter: in the past two years, the catering industry in shopping centers is very popular. Some local shopping centers account for more than 40% of the restaurants. What do you think of this?

Hao Jilin: I personally think that a normal shopping center will not account for more than 40% of its catering, and it will be about 25%.

Because restaurants usually only serve as luncheon dinners, the ability to attract and receive guests is limited, and the renting capacity of restaurants is relatively weak compared with other formats.

A shopping mall should get a reasonable return on investment, or rely on other formats such as fashion.

But if we say that at a very high time, the proportion of food and beverage is likely to increase. For example, Shanghai Zhengda square, it is relying on delicious food to successfully occupy a place in the industry. But after that, I think it will still adjust its format. After all, if the proportion of restaurants is too high, it will be very stressful for the operators.

In addition, as a new field, I personally feel that the idea of catering should be changed. After all, everyone and every family will get into the food every day. For example, I conceive the concept of sugar water shop in the business of deep industry, not a single one, but a lot of people entering Shenzhen to form a very attractive concept of dessert center.

"Providing different product lines for different customer groups is the inherent requirement of future market segmentation.

Hao Jilin: I think there are two ways for you to refer to.

First, "open source". Now Japan, South Korea, China Taiwan and Hongkong and other countries and regions actually have many good, worthy of introduction and training brand.

Of course, this involves the support of the enterprise, the ability of the operation team and so on. Moreover, in response to these new brands, we need to know how to tell stories and let them have the determination to enter the mainland.

And because the situation is not the same, when new brands enter the country, they should be packaged according to the specific conditions, and new business concepts should be given to them so as to achieve a win-win result.

The other is to create a new brand line. Let me give you an example of a restaurant.

In the same year, there was a restaurant brand in Taigu which wanted to be stationed. I told the businessman if you could change a new name, change the menu, and change the interior decoration. The brand is ready, the simple reproduction will bring a sense of security to the merchants, but what about the consumers who are greedy and new?

The so-called differentiated operation can actually be achieved from the same brand but with different product lines. Decoration, production, service and details can be different. The Mixc's LIA N Shang Lian and Xiaoshan stores take this kind of management strategy.

In addition, I would like to emphasize that as a shopping center operator, you have to give your tenants reasonable suggestions and necessary help to broaden their horizons and understand the market.

Hao Jilin: I personally feel that if we want to introduce children or parent-child experience projects or formats, we first need to look at the size of shopping centres. If small shopping malls are really not needed, this is directly related to return on investment.

Because children's playing and experiencing posture usually needs a large area to support.

If my shopping center really needs to introduce children's formats, then I will definitely choose the best version in the industry.

I want to remind practitioners of the industry that business needs to attract attention in many cases, but what investors most value is business returns.

Our shopping center is actually a platform, and the tenant is a community of interests. The format and items we import must play a leading role in the consumption of the entire field, rather than purely attracting the attention.

Because consumption alone can help tenants achieve business goals.