Chengdu'S Retail Business Ushered In The Turning Point Of Pformation And Upgrading.

On the afternoon of March 30th, Jones Lang LaSalle's 2015 "Chengdu retail consumer market insight" conference was held in Chengdu The Ritz Carlton Hotel.

Government, developers, retailers and a number of media outlets in Chengdu attended the conference.

With the entry of high-end commercial markets such as international financial centres and Taigi Li,

Retail business ushered in the turning point of pformation and upgrading.

In 2014, the number of international retail brand stores increased by 110 compared with 2013, of which more than 190 brands were first entered into the Chengdu market.

The market atmosphere seems to be good, but at the same time, many complex enterprises are facing the dilemma of postponing or failing to start business after completion.

According to the long-term statistical results of Jones Lang LaSalle, the average commercial area of Chengdu in the past five years was 667 thousand square meters / year. However, the commercial area that failed to start business on time at the end of 2014 still amounted to 340 thousand square meters, accounting for 5% of the market stock, and the average opening delay time was 8~12 months.

Market opportunities and challenges coexist. Research shows that consumer preferences are different and responding to consumer appeals is the core of successful business operation.

Since 2014, Jones Lang LaSalle has conducted a series of Market Research Based on consumer behavior habits to dynamically track the characteristics of buying behavior of different consumer groups.

By the end of 2014, more than 4300 valid questionnaires were collected, covering 12 main shopping malls in the main urban area.

The interesting and obvious consumer characteristics point out the direction for the future shopping mall planning and design and operation.

The impact of online shopping is not as terrible as imagined.

Many retailers attributed the sluggish performance to the impact of the electricity supplier. However, the survey results of Jones Lang LaSalle showed that 63% of consumers in Chengdu did not shop online more than two times a month, and the impact of online shopping was not as terrible as imagined.

The middle and high end consumers who are in the rising stage often do not have time to search for products and compare prices frequently. They are willing to spend more money in shopping malls than in shopping malls, but on shopping environment.

Cosmetic brands and catering brands show higher requirements.

Mr. Wu Yunshen, managing director of China West District, Jones Lang LaSalle, pointed out that "most people still have strong demand for consumer goods in real business, improving shopping environment and optimizing brand portfolio is more important than competing for online shopping market."

"Man" is an important basis for business management.

Consumers of different social and economic backgrounds have different consumption breadth, frequency of consumption and unit price of consumption.

Important research results show that consumers of 30-44 years old have the largest consumption breadth, most of them spend less than 300 yuan in single store consumption, and those who are more inclined to line consumption, and the higher the degree of online shopping, the more they like to spend nearby. In addition, the middle and high passenger Group contributes only 24% to the shopping mall, but the contribution of consumption is as high as --77%.

The era of casual and casual selling is over, and the orientation of retail business is.

Work should be more targeted.

Xie Ling, senior director of the retail Property Department of Jones Lang LaSalle, said: "young people care about social networking and the entertainment and entertainment venues will become more and more important. In the prime of life, attention is paid to self image enhancement. The brand combination of cosmetics and clothing accessories and effective commodity endorsement and display are the key points. Middle-aged people gradually pay attention to daily life purchases, and the diversity of life and small objects and the matching of life services are the key.

Different location stores need to reflect the appropriate brand grades and marketing strategies, and also need to take account of the layout of catering and entertainment businesses to expand the consumption audience.

The structure of pedestrian flow is different from regional shopping mall and community shopping mall.

The flow of people is an important basis for the operation of shopping malls. The flow patterns of different types of shopping malls vary greatly.

The study points out that the attraction of the community shopping mall in Chengdu is only half of the regional type, but the frequency of bags and visits is 1.2 times and 1.4 times that of the regional shopping malls.

In addition, the holiday traffic volume of the regional shopping malls is 1:2; the holiday flow rate of the community type shopping malls is 1:0.9 compared with that of the regional shopping malls.

Zhang Ruying, deputy director of the retail Property Department of Jones Lang LaSalle, pointed out: "the breakthrough of the future regional shopping centres is to deepen the interpretation of the" theme consumer business opportunities ", expand the scope of radiation, integrate cross-border resources, pform consumer behavior into a small tour in a city, and the community shopping mall should fully grasp the" near consumption opportunities ", enrich the connotation of operation management, and establish the habit of consumers coming back to be the king.

Looking forward to the future, the retail consumption market will enter a virtuous circle as the economic exportability rises, population development is diversified and consumption consciousness is maturing.

Jones Lang LaSalle expects that more and more high-quality retailers will enter Chengdu to provide more consumption choices for the market. The community based shopping malls will flourish, and some of the community shopping malls will gradually change to the regional shopping malls as the business matures.