The Baby May Be The Savior Of The Entity Businessman.

Recently, several local shopping centers in Guangzhou were laid on the spot.

Speaking from the scale of children's business, the good place is the first.

According to the positive introduction, they have not stopped upgrading and adjusting their brands since they opened their business. At present, there are 4000 square metre art galleries, 2000 square meters comprehensive professional theatres, 1000 square meter children's reading centers, 4000 square meters children's children's Museum and science and Technology Museum.

The world's largest indoor aquarium is expected to open in the fourth quarter of this year, which will increase the experience of 50 thousand square meters.

Compared to the good Plaza, Tianhe City has two ways to adjust children's formats in recent years: first, to increase the proportion of children's clothing; in 2014, the business area of children's products in Tianhe department store increased by 37.22% compared with 2011, and sales exceeded 100 million yuan; two, it was to optimize and upgrade the original child's status and cover children groups of younger age groups.

Overall, the children's clothing area in Tianhe City is 3000 square meters, and the children's amusement area is 3500 square meters. The total area is 6500 square meters, accounting for 6.5% of the whole Tianhe shopping center.

Nevertheless, child business is not a panacea for shopping malls.

Tianhe City official said, objectively speaking, children's performance and rental contribution are low, the area needed is large, the rentability is low, and the hardware facilities are relatively high.

For this reason, its scale scale has a marginal benefit.

Wang Junbiao said, in particular, children's clothing sales category, because this category is most affected by online shopping.

Tianhe related officials believe that there are two risks in the development of children's formats.

First, it is easy to haste and introduce a large number of child formats, leading to serious homogenization.

Two, there is no clear positioning, no detailed analysis of the real needs of consumers, will be lacking in their own characteristics, and can not complement with other formats, resulting in

The plateau effect is relatively low.

"At present, the trend of education and training institutions entering shopping centers is obvious.

The shopping center is close to the community and the environment is relatively good.

For these institutions, rents are not a problem. "

Wang Junbiao said that the current level of sales of children's formats is close to the average of the field, and is on the rise.

Compared with the current awareness of increasing shopping centres for children's physical businesses, the proportion of children's business has risen to 10% in the early days of Lok peak Plaza, which has increased to about 11% last year, and this year the proportion has increased to nearly 13%.

Wang Junbiao, general manager of Lok Feng Plaza, told reporters in Nandu: "this is only a proportion of purely children's commercial projects, not including the consumption of children in some big brands."

Besides shopping centers, department stores are also increasing children's experience formats.

Modern "61" has opened 1500 square meters of children's amusement parks and children's products theme supermarket.

"Modern department stores do not sell children's toys, but now they also increase this category."

According to its relevant person in charge, at present, only

The increase is as high as 30%.

The Chinese characteristic family structure (4+2+1) makes the phenomenon of child centralization especially prominent.

When a child enters a shopping center, it may mean that 2 parents or even more than 4 parents come in.

In addition to introducing passenger flow into shopping malls, children's formats can also enhance customer stickiness, lengthen the customers' stay time in shopping malls, and stimulate potential customers' consumption.

At present, the proportion of children's consumption in household consumption expenditure is over 35%, and the high level can reach 54%.

In addition, the community-based shopping centres also provide space for the development of children's formats.

"At present, the number of shopping centers is increasing, but most of them are based on the consumption of the surrounding residential population. We have done research on Yue Feng square, and 65% of our consumers come from the surrounding communities, while the children's business is exactly the same."