Shopping Centres Are Better Off Than Two.

Recently, the main work of Li Fei, the founder of the cloud, the founder of the "80 entrepreneurs", is finding a shop for his brand.

In a cafe near a shopping mall near East sanhuan in Beijing, he told our newspaper that it was difficult to start a business, but to his surprise, the negotiation with the shopping center progresses much faster than he expected.

Li Fei has always been engaged in luxury goods industry. "Entering" is always the most important part of brand business.

Li Fei said that the mature shopping centers in the core cities of the first tier cities are very strong. They often play the role of "party a" in negotiations with brands, but from his recent contact with the directors of these shopping centers, "the most important thing they are asking now is the product characteristics and positioning".

In Li Fei's view, in the field of Pu'er tea, the brand of "fashion and light luxury" is relatively vacant, so he delineated the target population of the brand into the urban middle class who pays attention to the quality of life.

It is the "middle class" circle that is the trend of shopping centers.

In March of this year,

Yuecheng city takes a year to create an innovative lifestyle theme space, "Yuejie".

Whether Bookstore innovator "one-way space" or Jay Chou's Restaurant "J heroes", the purpose of introducing these brands into the 10 thousand square meter space is to further purify and upgrade the core customer group.

The core of this shopping center, the standard of management is: "the new middle class".

Mai Zhewen used "smart" (Cong Ming) to describe these changes.

He told our reporter that the middle class has been expanding, and there is no doubt that it brings more tourists to the shopping center. The brand owners themselves are adjusting their brand image. In order to cater to the increasing demand of the middle class, the increase in the number of middle class and the expansion of shopping needs bring great demand to the luxury brands. The shopping center is adjusting the tenant structure to meet the growing demand of the middle class, which is the trend of shopping centers.

Davies, manager of research and consulting department of the first Pacific Property Consultant (Beijing) Co., Ltd., Dong Yue also noticed this.

He recently told our reporter that with the upgrading of consumer awareness, many people no longer blindly pursue luxury goods, and think that some relatively small brands, such as independent designer brand clothing, is the symbol of their identity and taste. Therefore, even luxury goods also have the trend of "de LOGO" to cater for the middle class consumers who pursue themselves.

To seize the middle class is also related to the reduction of luxury and fast fashion.

The report said that in recent years, the number of "hot" fast fashion brands increased rapidly, and even caused a certain degree of oversupply.

The 2013 China luxury market research, from Bain consulting, shows that in 2013 China

The growth rate of the market has further slowed down, and the overall year-on-year growth rate is expected to be only around 2%, compared with 7% in 2012.

"With the structural change of consumer habits and industry,

In the past, the luxury market and the mass sensitive market with high cost sensitivity have been polarized, but in the past ten years, the middle income consumers have quickly filled the gap in the middle.

Mai Zhewen said.

In the middle zone, some of them are similar to Japanese management scholar Kenichi Ohmae in his book "M society", that is, the traditional middle class will disappear after globalization. These people often ask for more "luxury", so "affordable luxury" is the mainstream of future consumption.

How much is the middle class in China? The above reports of Jones Lang LaSalle provide figures: since 2011, the number of the consumer class in the top 60 cities has nearly doubled to 130 million yuan, with an annual income of more than 30 thousand yuan, and is expected to increase by 70% to 220 million by 2020.

In fact, since the second half of last year, like some undercurrents, shopping malls in some key cities have begun to aim at middle class actions.

In Beijing, Huamao center, which has always been under the shadow of Xinguang world, began to pform from high-end to luxury brand in last year's investment, and dislocation with Xinguang world.

Even the new world of "big competition" has been showing a trend of increasing catering and increasing luxury brands since the end of last year, attracting more middle class consumers.