Shopping Mall Functions: From Shopping To Sticky People

Chengdu Qingyang Wanda Plaza starts with different models from the original Wanda Plaza. The project emphasizes experiential consumption and electricity providers. 5 days ago, Wanda opened seventh projects in Shanghai, of which one of the experiential formats accounted for 70% of Qingpu's Wan Damao. For this kind of more emphasis on entertainment, entertainment, life, tourism and other interactive experience Wanda Mao, Wang Jianlin has revealed that it will open about 10.

From Wanda Plaza to Wanda Mau, this is not only a change of name, but also a transformation of an enterprise, which is also a transformation of the whole retail business pattern.

According to a data obtained by the Shanghai shopping mall Association, as of the end of December 2014, there are nearly 130 shopping centers in Shanghai, and the total business scale of shopping centers in the city is around 135 billion yuan, an increase of 16% over last year.

Due to Online retailers Many shopping centers have enlarged the forms of life services such as cultural entertainment and personal care, early education and training, and attached importance to and strengthened the introduction of experiential formats. In 2014, Shanghai's shopping and cultural entertainment business was second only to restaurants and monopolies, an increase of 4.9% over the previous year, which is higher than that of other formats.

According to RET ruyd's data, there are about 40 shopping centers that have been planned or upgraded in Shanghai. In Shanghai's shopping centers, the proportion of children's formats increased from 5% to 10%~25%, and the interactive experience formats such as video game reality experience, doll theme exhibition hall, cultural and art exhibition increased gradually, such as KTV, coffee shop, etc. type of operation Also began to increase bar, billiard and other interactive elements.

IMG3 Wang Kexiang, partner of the landscape planning office, told reporters. Commercial projects In the early stage, we should consider gathering products of potential consumers through some products, and attract their emotional appeals and purchasing power by customizing products for them.

In shopping center in Chengdu, which is only second times in Shanghai, the reporters also saw the trend of "experience" in shopping centers.

In 2015, there will be more than ten large shopping centers in Chengdu. Chengdu Yintai city will reduce the proportion of traditional business, and add more entertainment and interactive business elements such as "Baidu glasses experience area". For some new brand shopping centers, Tian Lai International Plaza focuses on Life Style experiential consumption mode, and Peng Ruili East Station Square introduces seafood market, aquarium and on-site cooking experience in the inland environment.

Yan Yuejin, a researcher at Shanghai Yi Ju Research Institute, said that upgrading and upgrading of traditional business circles is a trend in Shanghai at least.

Jiang Mengjun, general manager of Wenzhou three dimensional city project, points out that the biggest advantage of experiencing formats is that consumers can stick to shopping malls for the longest time, which is simply impossible for the original shopping format.