How To Get Out Of The Shopping Mall Road With Chinese Characteristics?

China's shopping center is in the period of model redevelopment, and it really needs more integration to ensure business performance.

On the one hand, many shopping centers have already set foot in the category of commodity management. On the other hand, shopping centers will have more innovative ways of service businesses, which will directly help merchants to serve themselves.

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The shopping center also established an inevitable link with the whole channel, so that the shopping center really rose to the height of the retail industry.

However, as far as I understand it, only when Chinese brands and retailers develop and mature, can shopping centres better implement property management and asset management. The whole industry's business asset management mode can be established, and shopping centers can really return to the international common mode.

People generally think that China's department stores are shopping centers. In fact, this is indeed true.

But you will also find that China's shopping centers are rentals only internationally.

The methods adopted are quite different.

The situation of foreign shopping centers is that the lessee gives the retailer the area, and the two sides only lease the relationship. They generally do not work hard at the level of commodity management.

In China, shopping malls or department stores have good market feedback to operate shopping centers with retail methods. In this regard, China is also widely learning from Japan's mature experience.

When we visited Japan this year, we found that some shopping centers were doing better than department stores.

According to the consumers' preferences of shopping centers, combined with the location of shopping center, the site environment is very attractive. If the brand is recruited by shopping centers, it can be done directly.

This greatly reduces the entry cost and decoration period of the brand.

This practice is no longer a simple property leasing relationship, many ideas have penetrated into the operational level.

In my opinion, foreign enterprises are truly consumer oriented. What You Want is the practice of China's retail industry, while foreigners pursue the idea of What You need.

Most of our retail business is self - directed. This is the case in the shopping center, and the same is the same in department stores.

There are many mature experiences in the world, but in fact, who is the center is the most essential and simplest concept.

A successful shopping center must be consumer oriented, neither supplier oriented nor self oriented.

China's department stores have always been committed to supplier orientation, while Chinese shopping centers are closer to self orientation.

According to traditional understanding, retail industry is very localized. It requires you to have a special understanding of local culture and local consumers. You must make a shopping mall that meets local characteristics to succeed.

In China, I noticed a phenomenon that international enterprises, such as IKEA, do more shopping centers than Chinese enterprises do, which are more in line with the tastes of Chinese consumers and closer to the local market.

The next retail market is bound to be restructured because China's shopping center will shift from incremental market to stock market.

Why do we say so? There are several reasons for the conversion of commercial real estate from the incremental to the stock market.

Because most cities already have enough commercial facilities, commercial real estate is no longer the focus of government investment. At the same time, the difficulty of development and operation has caused many enterprises to be afraid. In addition, the financial supporting policies of the government have not kept up, which makes the financial cost of commercial real estate development enterprises remain high for a long time, which is totally contrary to the profit pattern of commercial real estate itself.