Children'S Business Accounted For 15% Of The Shopping Center And Became A "Passenger Generator".

It is understood that after the country has fully liberalized the second child, the huge economic returns brought by the future consumption of children will make more businesses salivate.

The proportion of children's formats in shopping centers is expanding from the previous single child retailing to the fields of education, development, recreation, catering, photography, and so on, and the types tend to be diversified.

Children's business is hot.

Now, as long as you walk on the street, you can see it every now and then

As long as you walk in the mall, you can often meet the ubiquitous children's facilities. As long as there are a group of mothers and friends, you can find that they are willing to sacrifice their children for everything they think is worth it.

What does this mean? In China, the children's economy is in full bloom, and businesses have turned their attention to the children's economy.

It is worth mentioning that in recent years, children's consumption has become more and more popular in the commercial field, and children's formats have also become good friends in large shopping and department stores and supermarkets.

Shopping malls in many cities are opening up.

And replanning the "children's business" area.

According to RET Rui Yide China commercial real estate research center, the monitoring data of 42 key cities nationwide show that the total area of children's business has reached 9 million 161 thousand square meters, which has increased 5 times in the past 5 years.

The proportion of children's business in shopping centers increased from 5% to 15%, especially in the past two years.

It can be seen that children's economy is also blooming in the mall.

And the growing environment of those flowers is a rich and beautiful fertile soil: according to the survey, children have become the core of driving family consumption.

In 2007, the proportion of children between 0 and 14 years of age in the 123 tier cities of the country accounted for about 23% of household expenditure, and by 2013, this proportion had risen to 33%.

According to the National Bureau of statistics, the scale of China's children's consumption market has exceeded 400 billion yuan in 2013.

In addition, DTZ's first half year commercial real estate report also pointed out that the proportion of children's formats, catering, entertainment and entertainment continues to rise, the theme of children's expansion is obvious, and family shopping centers have become the mainstream of regional business circles.

It is estimated that from 2013 to 2015, the overall market scale of the indoor children's paradise industry will maintain an average growth rate of 40%, that is, from 4 billion 200 million yuan in 2012 to 11 billion 525 million yuan in 2015.

The policy of fully liberalized the second child has undoubtedly brought more benefits to the children's economy.

In fact, for the shopping center, children's format is not only a "passenger generator", but also a "sunrise industry" for its popularity and wealth.

So far, the number of shopping centers in the whole country has reached 4000, and children's formats are the standard of shopping centers, no matter whether there will be new vicious competition.

At the same time, the proportion of children's formats in shopping centers is expanding from the previous single child retailing to education, development, recreation, catering, photography and other formats, and the type tends to be diversified.

The director of a shopping center told reporters that "the proportion of children's retail formats in many shopping centers has dropped to 25%, while the proportion of children's education has increased significantly to 27%."

Children's entertainment industry has become richer and richer, and professional experience and sports development have developed rapidly.

Experts say that in recent two years, the importance of Chinese families for children's education, and the enrichment of foreign educational models in recent years, are also the main reasons for their increase.

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Obvious linkage effect

It is noteworthy that although children's business has little improvement on the rental of shopping malls, children's business is the engine of people's flow.

As an important component of some shopping mall experience, children's formats play a very important role in promoting the related businesses and shopping malls rents.

In an interview, reporters learned that the blue sky city children's professional experience Museum, located in Chaoyang City, Beijing (special reading) (related dry goods), for example, brought 400 thousand customers to Yuecheng city in 2014, thus driving the traffic volume of the commercial complex.

Beijing Chaoyang Joy City responsible person said that the growth of children's consumption profit is not directly reflected in the child formats, its role is to increase the flow of people, its own profitability is not very strong.

Generally speaking, in the early stage of shopping malls, with the entry of large children's main businesses, the pulling effect of the overall rent is obvious.

After opening, the repeated consumption of families will play a great role in improving the overall efficiency of the shopping malls.

According to the survey, more than 80% of families surveyed will choose large commercial complexes and shopping centers for one-stop paternity consumption and children's education and entertainment activities.

It can be said that children's formats, and even the entire children's industry, will gain excess returns in China's consumption upsurge.

Liang Yong, a veteran in the industry, said: "children's formats promote family consumption and increase the sticky consumption of customers in shopping centers.

Children's consumption is only an "attractor". It can bring continuous sticky consumption to the shopping center. Besides the children's format, it contains four major experience contents, and it can also drive the consumption of adults, such as food, clothing, hairdressing, etc.

In addition, the industry has a more detailed explanation of the consumer group of children's formats: the biggest appeal of shopping centres is to extend the time of customers' stay. The more customers occupy their customers' time, the more successful their shopping centers are, and the children's formats have such charm.

"Families are clustered, children's activities are not independent, and children are absorbed into a family and become an effective goal." family type "characteristics of children's formats make children's formats a consumption highlight.

According to relevant reports, in the first half of last year, the Beijing Survey Bureau and the Beijing survey team of the National Bureau of statistics selected 20 shopping malls and 11 department stores in the city, and conducted random surveys on 1200 residents aged 18 to 65 who lived in Beijing for more than one year.

The survey showed that the monthly consumption of children who had children's shopping, dining, watching movies and playing with their children was 2250 yuan, which was more than 20% higher than that of children without children. The consumption frequency of the former was also higher than that of the latter 10%.

Experts said that although the consumption of children is not high, the frequency of consumption is high, leading to more consumption of food and drink.

"A child is always surrounded by a family."

Hong Tao, a professor at Beijing Technology and Business University, analyzed that the present parents are willing to spend money on the happiness of the next generation. The consumption of children as a guide can greatly prolong the stay time of customers in shopping malls, and virtually stimulate the potential consumption.

According to the introduction, the development of the shopping mall has gone through three stages, the first stage is the introduction of food and beverage, the second is the promotion of leisure and entertainment, the third stage is the current consumption of children, especially the experience oriented children's theme park, which is relatively mature internationally.

Now.