Shopping Center Surplus And Homogenization Of Investment Difficulties Become A Pain Point

In recent years, Shopping Mall The crazy expansion, the introduction brand The difficulty is increasing. Many brands have proposed that the shopping center should pay rent and decorate conditions, so that the merchants can not help but find themselves in a dilemma. Nod, it means to take out a large amount of white silver from its pocket. Without nod, I really don't know how to win in the fierce competition and let the brand enter its shopping center.

Shopping centers introduce brands, such as men and women in love. When competitors are too many, those who pursue are required to use eighteen Wu Yi to win a smile. "Now investment is hard to imagine." A business insider said.

In recent years, with the crazy expansion of shopping centers, the difficulty of introducing brands has been increasing. Many brands have proposed that the shopping center should pay rent and decorate conditions, so that the merchants can not help but find themselves in a dilemma. Nod, it means to take out a large amount of white silver from its pocket. Without nod, I really don't know how to win in the fierce competition and let the brand enter its shopping center.

　　 Ask the brand to open a new store. The other party asks to avoid the old shop's rent.

It is very difficult to introduce top brands, which is understandable. Because of the scarcity and appeal of top brands, you don't have to worry about "neighbors" if you introduce one. Shopping malls and shopping centers have to offer preferential conditions to attract them. Now the wind is spreading. fashion On the brand, though the appeal is far inferior to the top brands, the conditions for opening them are also frightening.

In the meantime, Mr. Chen, who is busy with new business investment, said he was "big head" to persuade a fashion brand to open a new store. Originally thought that the previous cooperation base, sales situation is also good, opening a new store is a matter of course. When they sit down and talk, the price of the other party frightens them. "The other side is very direct to say that they want to open a new store, first rent the old shop for one year. The rent for a year is up to ten million yuan. I was stunned.

There is a big lion's mouth in this brand condition, and Mr. Chen knows so well that he can't simply refuse. At the moment, he and his boss are still having a headache. Agree to the other side, the cost is really too big; if not, there are all kinds of concerns. On the one hand, it shows that the cooperation between the two sides is not so good. On the other hand, it is not so easy to talk about the new brand again. What do they do? For a while, they are in a dilemma.

　　 In order to get the brand to be settled, the mall helps out the decoration by paying for it.

After talking with the mall, the brand will redecorate the counter. According to the size of each brand and different decoration requirements, the cost of renovation is also varied. The cost should normally be borne by the branding side itself, but now, in order to win the brand, some shopping centers are willing to pay some decoration fees.

Be located Hangzhou A brand on the first floor of A mall, although the decoration is simple fashion, but A mall also did not spend less money. "Light decoration fees, shopping malls out of about 1000000 yuan, not including other miscellaneous expenses." Mall people revealed. In addition to paying money, the A shopping center has a very high degree of cooperation with the brand. Basically, the brand needs to be satisfied. The cost and the sincerity of the money finally saved the brand.

However, things did not end like this. Not long ago, the brand was ready to open another store in the B mall not far away. The two shops are about a kilometre away, and will inevitably divert the business of A shopping mall. This makes the A store boss angry and angry with businessmen. The final result is that because of the newly opened shop in B mall, the 3 general manager of A mall lost his job and had to find another way out.

　　 Shopping centers are surplus and homogenization, and investment difficulties will continue.

Real business days are tough, brand new stores are more cautious. The more and more shopping centers open, the choice of brands increases exponentially, and the difficulty of investment continues to increase. Because there is no suitable brand, some shopping centers simply integrate themselves, and when the landlord becomes a buyer, he opens a self created shop in his own store, or fills the table first.

Even the old shopping centers often see lots of empty berths, and there are no new brands coming in. "The original is not good enough to withdraw, the new has not yet talked about, the seats can only be empty." Insiders said. Especially the adjustment of the main store is more difficult. "It's really not easy to find the right location."

Relatively speaking, chain shopping center investment is relatively easy, after all, backed by the group, has more brand resources and discourse power. There are no excellent signs in single shopping centers. If there are no other advantages, investment will be more difficult. It is learned that there are shopping malls in Hangzhou and even set up incentives for merchants. As long as they can recruit a brand, regardless of the size of their fame and size, they all have cash rewards. It's really geomantic omen. )

Investment difficulties, the pain point is difficult to improve in the short term, because the surge in commercial facilities continues. Statistics show that before 2016, there will be nearly 100 commercial projects in Hangzhou, with an area of nearly 8 million square meters, equivalent to 40 Hangzhou Tower areas. Can the consumption power of Hangzhou people support such a large volume of business? Even if 8 million permanent residents spend 10 thousand yuan per year in the shopping malls, the total annual consumption will be 80 billion yuan. If a commercial project needs 20 thousand yuan / square meters of consumption to support, the volume of Hangzhou's business objective has exceeded the Hangzhou people's consumption capacity by about one time. More importantly, these commercial complexes are not only large in number but also facing serious homogenization problems.