The Relationship Between General Merchandise And Catering Group "Big Alliance" Is Not Clear.

In the past year, many people have developed the habit of eating in the mall.

It is also in this year that the biggest feature of urban shopping malls is not how much they have been introduced.

Instead, how many families with high spirits have been opened.

This year, the urban shopping malls have been vigorously adjusted to move for restaurants. Whether they are located in boutique or shopping mall, the proportion of restaurants is increasing.

This year, shopping malls fell in love with catering, catering also fell in love with shopping malls, the two "collective marriage", to the urban business a new pattern.

Shopping malls and restaurants embrace each other's thighs.

After the new year's day, Mrs Yip has been very busy.

She wants to open a specialty milk tea shop with her friends, so she has been busy surveying brands recently and is busy running downtown shopping malls.

The reason is that she wants to store the milk tea shop in the shopping mall.

In contrast, Mr. Zhou said he was lucky.

Last year, he picked up a good place in the city of Di, and opened a restaurant in Jinhua, a traditional restaurant called "Watergate lane".

He said that before that, he had no experience of opening restaurants. The reason why he chose to be in Di Yi city was simply that Jinhua's business atmosphere was good. Many people in the surrounding counties and cities came to the weekend every weekend.

These people, almost all concentrated in the urban shopping malls, the flow of people is very concentrated, and the most critical, convenient parking.

So he didn't think much about it. He rented the 550 square meter shop at the price of 5 yuan per square meter. The annual rent was nearly 900 thousand yuan, much higher than the shops outside the street.

"But this year, I think the decision was wise."

Mr. Zhou said that since his opening in February last year, his restaurant has maintained a high popularity. He has to queue up almost every day. During the holidays, the queuing time takes up to one or two hours.

It can solve the parking problem, provide diversified entertainment facilities, interact with other formats, and bring fixed passenger flow.

Reporters found that this is a common reason for catering businesses to fall in love with department stores, which are the advantages that street shops do not have.

Why is it so suddenly appealing to restaurant operators that the shopping mall has always been so small? The answer is almost the same in urban shopping malls: Catering customers can interact effectively with other categories.

Urban shopping malls said that in recent years, the development of e-commerce has been too much impact on shopping malls and retailers, coupled with the overall economic downturn, so that retail businesses are becoming increasingly difficult to do business, but catering is experiential consumption.

The most important thing is that catering can bring a lot of customers, and they are all young people who are in the market.

Zheng Caihua, executive vice president of Yongsheng shopping plaza, said that the business department of shopping malls was more difficult to recruit retail brands when it was attacked by electric providers.

Moreover, the catering business mode is relatively simple, the cultivation period is short and the capital flow is fast, so the effect is also the fastest. At the same time, dining popularity can stimulate retail and other leisure shopping, and also has the effect of "feeding back" to the shopping mall.

"At present, the average daily traffic volume of Yongsheng can reach 35 thousand passengers, and the passenger flow peak can reach 50 thousand passengers at the weekend, which is 40% higher than that in 2014. It was hard to invest before, but now all brands are actively looking for it, and even many brands are required to enter."

Zheng Caihua said that such changes can not be neglected.

"Catering matching is the trend of the times, is the rigid demand of customers. For shopping malls, opening up the catering area is also a way to cater to the needs of consumers and respond to market competition."

Huang Fang thought so too.

During this period, shops on the 4 floor of Yongsheng shopping plaza have been renovated.

It is said that the Beijing roast duck chain brand restaurant will be unveiled soon after the opening of the Hui cuisine restaurant "Yi De Ju".

In fact, for Yongsheng, such decoration is an ordinary thing.

This reporter has learned that in recent years, Yongsheng has always introduced the catering brand as the focus of shopping malls. Only in 2015, the restaurant area increased by more than 4000 square meters. The introduction of smart restaurant including the terrace code, the national chain roast fish brand "fish exploration", the antique "Yi De Ju" and the snowflake ice, the "parallel purchase", the northern Xinjiang Hotel and so on. It is said that almost every one detonated the whole Jinhua cargo circle.

Up to now, Yongsheng has 39 kinds of food and beverage, and the restaurant area accounts for 1/3 of the total operating area. It has spilt out the 5 floor of the original restaurant floor, and develops to all floors.

Of course, in order to expand the catering industry, the shopping mall also reduced the retail area of 2500~3000 square meters.

If we say that from the beginning of 2013, Yongsheng set the keynote of the catering business, then the first department store, Jiangbei store, which was the two opposite door, was in 2015 for catering.

Many people in Jinhua and even foreigners know that "one hundred" is the benchmark for Jinhua business and is the main high-end boutique.

But in 2015, "one hundred" is also changing. On the basis of original Haagen Dazs, Manchu and other leisure desserts, the Chinese and Western restaurants will be strongly introduced, such as yuan and Hong Qi chafing dish, honey steak, after 80 rice bar, Neolithic barbecue, Korean rice cake, thank u mom, spring...

The A Pavilion and the B Pavilion, especially the B Pavilion, have almost become the world of catering.

"In order to move away from catering, many areas of clothing and shoes have been sacrificed."

Huang Fang, deputy general manager of the first department store group, introduced that in 2015, the restaurant area of one hundred Jiangbei restaurant increased by 30%. The previous catering area accounted for only 3% of the total shopping area, and now it has expanded to 15%.

Of course, they are more than two.

Reporters learned that in 2015, the urban shopping malls for food and beverage position became a normal.

Even though the catering company has a small proportion of Yintai City, Wanda and Emperor Yi Cheng, it is still opening up territory in the catering field in 2015.

For example, Yintai City, if you often go shopping, you will find that the 3 floor of the B building on the 2 floor has opened a number of new restaurants, replacing the previous department store brands. At one point, even in order to give way to the banana leaf restaurant on the 6 floor of the A hall, Yintai city even moved away from its own office area.

In 2015, there was a big marriage between the urban shopping centres and the catering industry.

According to the insiders, after a year of adjustment in 2015, the proportion of retail sales in urban shopping malls decreased by at least 10%, and the number of restaurants increased significantly. The proportion of retail, catering and supporting education and entertainment in many shopping malls even reached 1: 1: 1.

Who will be the magic weapon of victory?

The marriage between shopping malls and restaurants is not satisfactory, but the result is not necessarily.

If you have been to Wanda Plaza recently, you will find that on the west side of the third floor, only a long row of restaurants is left.

Beside it, it was originally from Yiwu, and the four leaf clover, which had many stores in the city, was a local flavor Chinese restaurant.

"After the expiration of the contract, the natural contract is broken."

Wanda operation Department responsible person, the restaurants are generally in the polarization of the market, poor business to quit, to do well, even if no activity is also lined up every day, the same new year's holiday, a good day turnover of sixty thousand or seventy thousand yuan, the difference is about 20 thousand yuan.

Of course, such survival of the fittest is staged every day in the urban shopping malls.

For restaurants, shopping in shopping malls is a good choice, but it is definitely not a safe deposit box.

As Mr. Zhou of Watergate lane has been stationed in the city for nearly a year, he has seen many restaurants close down, and there are tea restaurants and self-service chafing dish. "In fact, this is normal, the shopping malls do have favorable conditions, but in the end, it depends on their positioning and business philosophy."

Mr. Zhou believes that different shops have different profit patterns. The profits of hot pot, barbecue and daily food shops are high, and 50% of the seats can be made to make money. But Chinese restaurant like Watergate lane has low profit and must ensure the attendance rate. Once the popularity decreases, it will make less profit.

In this regard, urban shopping malls also believe that, for the time being, the restaurants in the Jinhua shopping malls are generally cost-effective restaurants, especially the local tastes best adapted, but in recent years, Thai mushrooms, Malaysian vegetables, Hong Kong style tea restaurants, such as mushrooms springing up, have relatively weak viability.

"Last month, the Yuan Hong Kong gas chafing dish in our shopping mall was converted into its sub brand" family fortune ". Although it is also a chafing dish category, the unit price has dropped to about 60 yuan from the original 100 yuan, and the effect is obvious on the promotion of popularity.

Huang Fang introduced.

Dining nearby

Not necessarily insurance, shopping malls did not consider catering as the only magic weapon.

During the interview, the leaders of many shopping malls in the city said with one voice: "bigger and stronger catering is the major trend in the next one or two years. For now, it is an indispensable means to attract popularity, but it is not a magic weapon for the market to win."

One of the reasons is the low return of restaurants on shopping malls.

A survey conducted by some agencies has shown that the guaranteed rent of first tier restaurants is about two times that of the second tier market and three times that of the three tier cities.

However, in the one or two or three line city regional shopping centers, the flat effect of the catering industry (the amount of output per flat area can be generated, and the flat is the Japanese unit of measurement), but the difference is not as obvious as the bottom rent.

The average flat efficiency of the first tier cities is 1300~1900 yuan per square meter per month, the second tier cities are 1000~1500 yuan / square meters per month, and the three line is 700~1200 yuan / square meter.

It can be seen that the catering efficiency is not good.

In this regard, urban shopping malls also believe that the introduction of large quantities of food and beverage in the shopping mall is a pressing situation and an important part of the shopping mall to create experiential formats. However, the restaurant occupies a large area and is not as compact and energy oriented as clothing and other retail products.

Moreover, in recent years, as more and more restaurant operators enter the shopping mall, the retail market will also face the embarrassment of homogenization of the catering type while the retail brands are homogenized. Meanwhile, the competition between the catering businesses will intensify while the price war will intensify, which will further reduce profits and exacerbate the instability of the food and beverage merchants.

"Therefore, in the long run, shopping malls can't simply value food and drink, and eventually return to retail itself."

Reporters found that this is almost the consensus of every shopping mall in the city.

Therefore, the urban shopping centres are already in action.

Almost every day, "one hundred" is doing customer surveys to cater to customers' preferences, adjust brands and services, and try various kinds of free services, and try to blurt the boundaries with the electricity providers. Yintai is also constantly enhancing interaction with customers and doing service work well. Wanda is trying to introduce new Department stores, and Suning will open its doors in its department stores on the 23 of this month. Yongsheng also said that in 2016, it will not blindly expand catering, and also want to do retail sales.

"Catering is only an auxiliary means. In the final analysis, the competition in department stores depends on brand and service in the final analysis."