New Changes In Shopping Centres: Situational Commerce Has Become Mainstream

The era of "lots and big cards deciding everything" will eventually end, and the layout of experiential consumer businesses will become increasingly important.

"Nowadays, shopping centers are not popular, and many stores are empty." Recently, a white-collar worker, Dai Qian, who was working in an office building, complained about the fact that many of the shopping malls in Changsha had not been popular on the 2 floor, and some even chose to shop. "Common sense says that empty pavements are available every year, but the quantity is far from the present."

In fact, as far as Changsha is concerned, the biggest event is the news of the large scale withdrawal of Wanda Department Store (Changsha Kaifu Wanda Plaza) which has only opened for more than two years. Apart from regret, it seems that it is easier for us to understand, because the electricity supplier is really fierce.

The earlier discussion of Wanda Department Store's withdrawal was caused by the closure of Changsha century Hualian Pai Lijing shopping plaza and the closure of WAL-MART branch. Li boss, who has been doing small business wholesale business in Gaoqiao, laments that this year's business is hard to do. "The market has shrunk by at least 30%. If we continue to do so, we won't be able to play it next year."

　　 Wanda Department Store Hualian is just a microcosm. It is an indisputable fact that the daily traffic volume of department stores is significantly reduced. Does the large-scale "closing shop tide" mean that the commercial real estate industry has already faced the "end of the road"? How can we pull the consumers back? The industry generally believes that the era of "lots and big cards deciding everything" will eventually end, and the introduction and layout of experiential consumer businesses, and the improvement of human facilities and services are becoming more and more important.

Lu Yuanchun introduced the poefu Icity fine life center, which will be officially opened in November 28th. From the outset, it is necessary to identify its own characteristics and comparative advantages. It not only realized the whole WiFi coverage and the most advanced acoustic and optoelectronic system from hardware, but also designed a panoramic roof terrace and children's theme living hall. The interior atmosphere will be built on the theme of green and fresh and environmental protection, and the three-dimensional green space should be used for decoration.

"There is also a 2000 square meter sky curtain in the shopping mall, which can open a concert of 10000 people on rainy days. The biggest highlight is the 20 thousand square meter air commercial park, the park, swimming pool, cafe and so on. The real environment, shopping malls and atmosphere can make it possible. Consumer Join in. "

In addition, Huarun colorful city has introduced huge sums of money into the second major theme parks of the United States, Snoopy Park, Fuxing world financial center, the introduction of Austria Yuyue top real ice rink and large children's experience paradise.

As an emerging commercial real estate development mode, experiential shopping mall has a long way to go in the future. Wu Jiale, director and general manager of the Central Committee of China, said that there are great challenges for developers, whether they are planning and design, format division or brand introduction. At the same time, for offline businesses, this is another excellent opportunity to play their own advantages and counterattack the electricity supplier. Wu Jiale believes that with the upgrading of the shopping center from the initial department store to the centralized interior Street complex, and now to the main theme of the eco experience shopping place, the development of shopping center is moving towards a brand new era.

Dai, a deputy general manager of Changsha Company, has studied the commercial real estate for many years. He believes that for most people, shopping is not only a simple purpose of shopping, but a spiritual pleasure.

A group of numbers can best explain the essential difference between traditional business and experiential business: the traditional business represented by department stores can account for 70% to 80% of retail business, and is the absolute leader in the commercial body. In experiential shopping centers, the proportion of shopping, entertainment and children education can be 30% to 50% or even higher.

" Experiential commerce Become the future development trend. Wang Zhenhua, chairman of Xincheng holding company, said that there is no denying that the advantages of the electricity supplier are obvious, but the experience of traditional business is unmatched by the electricity supplier. This is an opportunity and a challenge, and it can also promote the innovation of traditional business.

"Pok Fu International Plaza was aware of the difference in the early planning stage and was the key factor in determining the ultimate success or failure." Lu Yuanchun, general manager of the company, believes that although the city's integrated business is inseparable from the basic formats of Commerce, catering, entertainment and leisure, each factor can find its own changeable and controllable factors.

"Business is good, experience has the final say." The new normal of consumption is that people seldom buy for buying, most of them have multiple recreational purposes, said the head of Huachang International Plaza project. Wherever you go, you can see not only that there are not many kinds of goods, but that the prices are not enough, such as whether parking is convenient, whether the movie is comfortable or whether the meal is delicious or not will have a great impact on consumers' decisions. "The quality of experience depends on the service, and the domestic supply of service consumption has great room for development."