Electricity Supplier Shock: Building Urban Commercial Complex

Faced with the grim reality, over the past two years, all over the country have accelerated the pace of building the city commercial complex, trying to break through this transformation. Taking Qingdao as an example, according to public information, the new urban commercial complex in the first 10 months of this year has created the highest number in history and over 10.

The development of business circles can be combined with local characteristic industries, regional traditional history, cultural and creative industries, national characteristics, etc., to create different commercial formats, so that both local consumers and foreign tourists have consumption priorities and form consumption impulses.

Mai Zhewen believes that business circles in every region must innovate continuously in terms of planning concept, format and operation mode, so as to avoid taking the old road of homogenization development and effectively cope with the impact of the electricity supplier. For example, in terms of planning, we need to highlight functions, experience processes and lifestyles, highlighting the people-oriented concept; in terms of format, we need to pay attention to landscape culture, environmental ecology, facility human culture, functional leisure and management modernization.

In Chongqing, at the end of June, Monument for Liberation Xingxing Plaza opened. The Plaza is based on "light luxury" as its core, putting consumption tentacles into eating, drinking, playing, enjoying and wearing all levels to attract more young consumers. More than 3 months later, Monument for Liberation Guotai square, which combines shopping, entertainment, catering, leisure and art, is also open to trial business.

"Modern people's lives are relatively stressful. Many young people like to have 35 friends to drink coffee, watch a movie, eat dinner when they are free." These leisure consumption needs will become an important factor to enhance the popularity of business circles. Yuzhong District Business Bureau responsible person said, based on this, Monument for Liberation began to introduce fashion, experience consumer oriented city commercial complex, enhance the popularity of business district.

In addition to the Monument for Liberation business circle, a large number of urban commercial complexes have emerged in the past two years in Jiangbei District, the Guanyin Bridge business circle, the Dashi business circle, the Nanping District, Nanping commercial circle and the Yangjiaping Business District of the Kowloon slope area. According to the industry's incomplete statistics, there are at least 20 urban commercial complexes in the main urban areas, such as Dongyuan D7 of the dams business circle, the Longhu era street of Daping business circle, the Sunshine Century Shopping Center of the Guanyin Bridge business circle and the Rong Heng Jia Jia center.

Compared with traditional business circles, this kind of urban commercial complex Department store The proportion of retail formats has been reduced from seventy or eighty to thirty or forty per cent in the past. Cultural activities, entertainment, health and leisure catering have become the "new favorites". Among them, leisure food, children's theme park and other formats accounted for 30% or even higher.

"The electricity supplier has a great impact on traditional business, but it has the biggest weakness -- lack of sense of experience. In contrast, the commercial complex can foster strengths and circumvent weaknesses, so that consumers can enhance their sense of experience. This is an advantage that electricity providers can not match. Jimmy LASIK, director of Asia Pacific Research Division, believes that building a city commercial complex with experiential consumption is a feasible way out of the current downward trend in the department store industry. It is predicted that in the next few years, the trend of transformation from traditional business circles to urban commercial complexes will become more obvious. Experiential consumption places will be more and more. Retail format Great changes will take place.

According to a report released by the real estate consulting firm Laifang, as of the end of 2014, there were 885 commercial complexes in the major cities of China. It is expected that this figure will exceed 1000 by the end of 2015. By 2018, the annual supply of the national commercial complex is expected to reach 1200.

Is there any attraction for consumers in hot urban commercial complexes?

Ceng Ling, who lives in ran Jiaba, Yubei District, often invites friends to take the children to Daping business circle, Longhu street C hall. She explained that the theme of parent-child interaction is amusement parks, parent-child education and other experiences.

"Experiential consumer experience such as parent-child education experience has greatly enhanced the popularity of Longhu street." In the first half of this year, the total retail sales of the shopping center reached 897 million yuan, an increase of about 51% over the first half of this year, the relevant person in charge of Longhu Tian Jie said.

But not every single one. Urban commercial complex They all have strong popularity. Recently, a network media revealed that Chengdu's Fuli Plaza, which combines shopping, dining, entertainment, recreation, fitness, tourism and leisure, operates poorly and the vacancy rate is as high as 50%.

Experts at the Chongqing business circle development summit revealed that in many parts of China, there appeared some dismal scenes of commercial complexes in some cities.

"Every business circle in China has flocked up to build a city commercial complex, and there is also a problem of duplication of construction." Tang Luyuan is worried that if we continue to develop unchecked in this way, many urban commercial complexes will also face the risk of excess and embark on the same path of homogenization of traditional retail business.

In Tang Luyuan's view, under the grim situation of the current downturn in retail sales, the key to deal with factors such as electricity providers, the key is to homogenization, and electricity providers to start dislocation competition. On the one hand, it is necessary for all localities to do a good job in the development planning of business circles, and build a city commercial complex, which is different from online shopping, according to the actual situation of residents' consumption ability and existing commercial volume, so as to avoid blind development. On the other hand, the urban commercial complex can not be stereotyped, but should have its own characteristics and highlights.

Then, how can the business circle achieve its competitive position while competing with the electricity supplier?

Han Jianhui, director of the China walking Commercial Street Working Committee and the China business travel industry alliance, believes that all business circles should strive to promote the integration of Commerce, tourism and culture to create a prosperous business, tourist destination and cultural exhibition ground. In this process, a very important content is to promote the consumption of tourist shopping, but this has always been a short board of various business circles. Among them, the regional characteristics are not outstanding and not clear, which is the biggest bottleneck that can not achieve breakthroughs in the long term travel shopping and shopping.