Shopping Center Enters The Era Of Experience

The traditional department stores, which are relatively simple in terms of consumer habits and behaviors, are actively seeking changes.

Experience oriented shopping centers began to win more tourists.

Reducing department stores and increasing the proportion of catering and other experiential tenants has become the mainstream trend of shopping centers.

In March 2012, Yong Wang Department Store pulled out of Beijing Chaoyang Joy City, Chaoyang Joy City. Since then, it has undergone many rounds of adjustment. Apart from increasing the proportion of restaurants, a major move is to pform the high parking lot into a theme block integrating commerce, art and nature, while continuing to optimize the retail brand portfolio, making breakthroughs in categories such as fast fashion sales, home life, and popular cosmetics.

"Not only selling things, but providing new ways of life", which has become a new concept for the future development of commercial real estate.

Even Beijing, known as the most profitable department store in the country, is now widely known as SKP in 2014.

Not only has a large number of new high-end retail brands been introduced, but also brand names have been increased, including high-end restaurants catering to the six floors of shopping malls, and the B1 level has been upgraded to mass catering and pformed into gourmet street.

Chairman of Wanda Group

Prior to the media interview, he said, "the impact of the electricity supplier is only reflected in the bag market, but has no effect on the consumption of real entertainment culture.

The total consumption market in China is more than 25 trillion, which is close to 30 trillion. In this part of the market, the consumption of bags is less than 10 trillion.

Wang Jianlin pointed out that the development rate of online shopping on electronic consumption is decreasing year by year.

"2012 is 100%, 2013 is 60%, 2014 is 30% growth, this new thing will also encounter growth bottleneck, of course, it can not always maintain high growth."

It is understood that Wanda set a principle many years ago: the shopping bags of Wanda Plaza Shopping Center accounted for less than 50%.

Wanda's new product, Wanda Mau, has a retail share of only 20%, while the remaining 80% is entertainment and catering culture.

The larger the proportion of non retail businesses, the less affected by the electricity providers.

In view of this, the viewpoint of CB Richard Ellis also believes that

It will continue to be a major growth point for demand, but owners need to balance the tenant mix and rental income.

In the market where the competition of individual catering industry tends to be fierce, the owners may turn their attention to diversified experience formats, and find breakthroughs from family and entertainment consumption.

Besides improving the shopping environment and adjusting the business format,

Also began to carry out the dynamic integration of offline offline: the e-commerce experiment represented by Wanda, at the end of August 2014, Wanda announced joint Tencent and Baidu to build an electronic business platform, and vigorously built an e-commerce platform special network.

Besides, the developers of shopping centers have begun to explore the combination of intelligent equipment and real estate.

It is understood that, including Wanda, Longhu, Yintai and other enterprises, has been in its shopping malls and High German, smart map and other domestic indoor map and positioning technology suppliers to varying degrees of cooperation, through the big data for shopping centers to bring accurate customer analysis.