The Middle Class Will Be The Next Cheese In The Shopping Mall.

Shopping center "tank deformation gauge": dig out of the middle pocket.

With the deepening of online shopping, one side who is good at selling things on the Internet ridiculed: "tanks loaded with wings are still tanks, and they can not become planes."

It is a false proposition that we should change things from the sky to the ground instead of putting things on the ground.

The one who is good at developing the urban complex rebutts: "let me remind you first that the plane is flying up from the ground and finally coming back to the ground."

In April 21st, in Shenyang, Wang Jianlin, chairman of the board of directors of Alibaba group and chairman of Wanda Group, once again staged the "bickering show of the richest man", becoming a "green company annual meeting".

In fact, with the past ten years of commercial real estate boom, oversupply and homogenization are seriously plaguing shopping centers, coupled with the impact from the "heavenly" electricity supplier and the diversion from overseas, shopping centers have been pushed to the cusp of pformation.

In the age of innovation, "Damour and Chris sword", "tanks" are also looking for some new directions, such as the middle class pocketbook.

Excess induced differentiation

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.

The situation.

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 recently pointed out to the first Financial Daily reporters 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.

Differentiation is simple, 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 of the entity business has focused on improving the consumer experience and increasing the added value of the channel, and has become a hot spot in the industry.

Lei Yuhong, deputy general manager of ocean business division, has recently been busy thinking about how to help businesses and projects to rationalize more regional markets in all aspects.

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.

{paeg_break}

Better grasp the middle class 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 been engaged in luxury goods industry.

The most important part of 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 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.

In March this year, Chaoyang great joy city took the year to create the theme of the innovative lifestyle, "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.

It is the symbol of identity and taste, so even luxury goods have a tendency to "go 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 has increased rapidly and even resulted in a certain amount of oversupply.

The 2013 China luxury market research from Bain consulting shows that the growth rate of China's luxury market in 2013 has further slowed down, and the overall year-on-year growth rate is expected to be only around 2%, which is 7% in 2012.

"With the pformation of consumer habits and industrial structure, the retail industry is evolving at an alarming rate. In the past, the luxury market and the mass sensitive market with high cost sensitivity were polarized, but in the past ten years, the middle income consumers 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.

This is really a lot of money bags.