Beijing Suburb Shopping Center: Branding'S Slow Pace

Compared with core commercial projects, the remarkable feature of new town business is the high proportion of experience formats.

Reporters learned that the 210 thousand square meters of commercial leasing area gathered in Xihongmen Shopping Center retail and experience formats accounted for 50%; Longhu Tian Jie project long Ying Street Street retail, catering, supporting each accounted for 33%; COFCO Vanke Peninsula Square restaurant business from the expected 20% to 28%, the overall proportion of experiential consumption increased from 50% to nearly 60%.

The data also confirm that children, restaurants and other related formats promote the sales of shopping malls.

According to the survey, the frequency of shopping, dining and movie watching among children is higher than that of children without children. Over 10 percentage points are counted, and a rough estimate shows that the monthly consumption of children's shopping, dining, watching movies and playing with children is 2250 yuan, which is more than 20% higher than that of children without children.

The survey shows that the consumption intensity of residents in the ecological conservation area and the urban development area is relatively high, and the frequency of consumption to the shopping mall is mostly once a week.

The consumption frequency of residents to shopping malls is more than half a month, while that of residents in core areas is more than once a month.

Despite strong demand,

The new town is not cold.

From shopping malls

It can be seen that the brand of COFCO Vanke Peninsula opened recently was dominated by mass consumer brands.

In sports brands, there are NEW BALANCE, Lining, SCALER, KAPPA and so on. Shopping centers such as NIKE, ADDIDAS and other brands have not been settled.

The shopping center of Hong Kun, which is not far from the Xihongmen shopping center, is very embarrassed. The first floor of the shopping mall is not filled by the brand.

Beijing Bureau of statistics recommends that the shopping center should identify the target population, rationally adjust the scope of business and enter the brand, especially for the urban development areas and urban functional expansion areas, such as Daxing District and Changping District, to enhance the brand level and meet the needs of local residents.

At the same time, shopping centres should pay attention to management and standardization of children's formats to enhance experience and service levels.

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