Interpretation Of The Shopping Center'S Situation

Mai Zhewen, director of the research department of North China, JLL, an international consultancy, is very busy. He spent a lot of time visiting Chinese cities and selecting cities with the most investment value from hundreds of cities to form a research report. (StevenMcCord)

Earlier this month, he and his team released a report on the top 60 cities in China, where a series of figures showed the situation of the shopping center.

The report said that although there was no closure in department stores, the development scale of shopping centers in China's top 60 cities showed a blowout growth during the period ~2012 in 2005. Developers usually used the retail sector as a panacea for enhancing the comprehensive development project image, stimulating residential sales and ensuring long-term revenue streams. In the past three years, the total number of shopping centers in China's 60 largest cities almost doubled.

"With the construction of modern retail property by 1.5 line cities, there is already a risk of excess in shopping centers, and only 10%~15% of the existing stock is in line with international standards."

Mai Zhewen told reporters recently that many shopping centres with poor planning and management will be phased out.

In absolute terms, the total volume of shopping centres is indeed huge.

According to data from China shopping center industry information center, the total number of shopping centers in major cities was about 3100 at the end of 2012, compared with less than 300 years ago ten years ago.

As shopping centres compete fiercely, industry shuffling is inevitable.

In the fourth quarter of last year, China's real estate market report reminded CBRE that with the continuous centralized supply, retail property adjustment and industry reshuffle are still the trend. In the pformation of retail property market, the survival of the fittest accelerated the differentiation of business and project performance.

How to stand out in the reshuffle? The report of Jones Lang LaSalle mentioned that several large developers including Hang Lung, Cade, Wanda, Huarun and Longhu have launched a strong group development concept in the top 60 cities of China. However, this will lead to a certain degree of product homogenization in the tenant portfolio and the layout of the shopping mall. Future differentiation will be the key to the success of the shopping center from other similar properties.

It's easy to say, but not easy to achieve.

To this end, active professional managers began to look for solutions.

"We have been thinking about how to define a better shopping center in this huge city which is extremely short of public space and has enormous pressure to survive."

Zhou Peng, general manager of Chaoyang Joy City, told our reporter that the changes in the domestic commercial market have never been swift and disruptive in recent years, and the channel is no longer a necessary link in the paction. The reason why people enter the shopping mall is not just shopping.

In this context,

The innovation made around improving consumer experience and increasing the added value of channels has become a hot spot in the industry.

Lei Yuhong, deputy general manager of ocean business department, is also busy with a question recently, namely, how to help.

And projects, in all aspects of the rationalization of more regional markets.

Last Friday, she told our reporter that the relative housing, commercial property management details, product management, floor relationship, goods management, numerous details, she hopes that every link can quickly identify problems, and then solve problems and predict problems, and ultimately improve service capabilities.