How Does A Physical Shopping Mall Do Business For Young People?

According to the world clothing shoes and hats net,

Suddenly there was an aquarium, which was a novelty a few years ago.

But nowadays, no novelty can be found in shopping centers. Shopping centers are no longer just the destination of "buy and buy". You can socialize, read, exercise, walk around, and so on. It's more like a gathering place of lifestyle.

The "2016 China urban shopping center development index report" released by the famous real estate service and investment company, CB Richard Ellis at the "2017 China shopping center and experience consumption summit" shows that with the rich format, diversified experience and comfortable environment, the shopping center industry is more and more welcomed by Chinese consumers. China has become the most active market in the global shopping center construction.

Xie Chen, head and senior director of China Research Division, CSB, believes that China's retail industry

After several years of slowing down, real business will see a turning point in 2017.

In the next 6 months, the development index of China's shopping center is expected to increase further from 7.5 to 71.7, higher than 21.7 of the ups and downs, indicating that the owners of shopping centers have strong confidence in the retail and consumer market.

Spiritual consumption for feeling, knowledge and thought is rising. Shopping centers are also becoming carriers of spiritual consumption.

Business of young people

People born in ~2000 in 1984 were crowned "millennial generation". They were born almost simultaneously with computers and grew up with the Internet. But today, with the development of e-commerce, they are the main customers of offline shopping centers.

With the proportion of fashion brands, offline stores are the most popular purchase channels for young people nowadays.

Wu Zhengmei, vice president of Jiangsu Jing Feng investment holding group, is a senior accountant and is good at using data to speak.

Her research found that in the purchase frequency of different channels of fashion brands, the offline brand entity store was the most shopping mode after 80 and 90, accounting for 24.2%, followed by finding friends to buy abroad, the proportion was 22.1%, and ranked third.

The official website accounts for 18.3%, while domestic electricity suppliers, purchasing websites and shopping guide websites are in the rear.

And from the satisfaction survey, the physical store is the highest satisfaction place, accounting for 38.3%, followed by overseas purchase, the ratio is 27.5%.

In Wu Zhengmei's cognition, after 80 and 90's "should be said not to be a generation, but another kind of person", its typical characteristic is to hate the things that stick to rules, like fresh and exciting, do not care about others how to see, as long as they like it.

Shopping center is a business that depends on traffic volume.

Wu Zhengmei said that a 100 thousand square meter shopping center has 30 thousand people to visit every day to ensure its healthy development. It has 1 million people per month.

Most shopping centers are regional, and it is extremely important for consumers to analyze how to improve the frequency of visitors.

According to Wu Zhengmei's survey, 51.2% of the 80 and 90% consumers visited 1~2 stores every month, 25.1% of consumers visited 1~2 times a week, and the frequency of female consumers going to the store was significantly higher than that of men.

The operator should consider the format and service to match the capacity of the shopping center.

The research by CB Richard Ellis found that the millennial generation spent 37% of its income on entertainment and consumption, and spent 9 days a month in watching movies, parties and activities.

That is to say, in their user portraits, entertainment consumption and social attributes are two important labels.

Xie Chen believes that China is entering the middle class society. As of 2015, China's middle class population has exceeded 100 million, and it has become the most middle-class country in the world.

In the next 4~5 years, the proportion of the upper middle class families (annual income of 120 thousand ~26 million yuan) will be significantly improved.

Only when we enter the upper middle class, will the family's consumption structure change qualitatively, from daily consumption to enjoying consumption.

"The combination of shopping center formats, brand positioning and cities are reconsidered."

Xie Chen said.

The rise of spiritual consumption

"Shopping center was born on the basis of department stores.

Department stores are the ultimate products and categories, and customers consume money.

The time spent in shopping centres is time, and others are associated consumption.

If there is no experience and no customers' time to stay, shopping centres will be very difficult to survive.

Zhou Pengru, general manager of Yuecheng real estate, said.

It is not easy to make consumers willing to "KillTime".

Consumers' demand for shopping centers has shifted from commodity buying to lifestyle pursuit, and the operators of shopping centers have to take the opportunity.

In the past two years, whether for long-term planning or short-term financial returns, operators have generally increased the proportion of experience formats.

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According to the research of CB Richard Ellis, the proportion of clothing and cosmetics in shopping centers in 2013~2015 was between 55%~60%, and the proportion of these formats dropped to 45%~50% during the first quarter of 2016 to 2017.

Correspondingly, the catering, entertainment and life services have 5 growth points.

"When we look at experiential consumption, we find that consumers are extremely happy and old.

Young consumers need to give themselves a stronger reason to go shopping centers. He hopes every shopping center will be new. "

Xie Chen said, this led to the shopping center constantly making brand adjustment, in the introduction of fresh elements, create scenes, reshape the scene, put a lot of energy.

In the impression of Xie Chen, the theme and format of shopping center have been changing constantly in the past four or five years.

From the beginning of catering to cinema, parent child education and entertainment, it has recently become a bookstore, sports hall and mini KTV.

Shopping mall is more and more like a carrier, its function is not only limited to "shopping", but more like a life center.

Wei Jianping, general manager of Shanghai Jingan Joy City and Changfeng Joy City, believes that the middle class consumers need more management of lifestyle besides commodity demand.

In the operation, we also strive to let consumers have in-depth consumption experience. For example, the ferris wheel of Jingan's Joy City in Shanghai is a scene for young lovers to create emotional exchanges.

When young consumers come to shopping centers, the purchase of goods is no longer their main purpose.

According to the survey of Joy City, 70% of consumers who visit shopping centers are not shopping directly, but 80% of them will have shopping behavior.

"These consumption is not directly generated by commodities, but by scenes and social environment."

Wei Jianping said.

Since it is the center of life, shopping centers are increasingly becoming the places for family collective activities. Children can not belittled the role of passenger flow.

Yu Xiaochen, general manager of marketing department of Wanda children entertainment limited, revealed that 3 years ago, the proportion of parents accompanying their children to shopping centers was not very high. Monday to Friday were 0.8:1, and holidays were 1.3:1.

But now, the proportion of working days has reached 1.7:1, and the holiday has reached 2.6:1.

The proportion of the three or four tier cities is even higher, and even holidays will reach 3:1.

"It can be said that children are the engine of family passenger flow. There must be parents with children."

Yu Xiaochen thinks, "small hands pull big hand" just pull adults to the shopping center, but "big hand small hand" should be the operator's concern.

After all, the parents who pay the bill need to consider how they can enjoy mental relaxation and enjoyment on the basis of serving good children.

Market prospect planning

The upgrading of the industry and the change of the concept are also an important factor in leading customers' shopping habits.

Wu Tiemin, general manager of the German Plaza, believes that shopping centres need to be positioned and brands need to be positioned.

The success of a shopping mall, or the failure of a brand to make a success, does not depend on how many shops it has opened, but on the inaccuracy of positioning.

The high-end shopping center located in Xinjiekou, Nanjing, was a supplier of rent arrears, owners fled, and generally were not optimistic. Ten years ago, after taking the place of Deji square, it took second years to complete the sales volume of the national monomer shopping center in 10 years.

Wu Tiemin believes that shopping center investment is first planning, planning does not depend on past performance, but from the judgment of the market in the next 35 years.

A trend analysis has suggested that the first floor of the shopping center should be made up of cosmetics and light extravagance, but it did so a few years ago.

China's consumption is becoming more and more young. A cosmetics counter of Chanel and Dior has a monthly sales volume of nearly 3 million yuan, and the monthly sales volume of a YSL cosmetics counters can reach 2 million 500 thousand yuan.

In addition, taking jewelry market as an example, nine of the ten young people now know that brands such as Tiffany, Cartier and BVGARI have, to some extent, changed the demand for wedding diamond rings for young people in the future.

Wu Tiemin said that the new growth of 90 and 00 accounted for more than 40% of sales, which is a must not ignore the consumption power, representing a young consumer trend.

Early planning is inseparable from the insight into consumer needs.

In 2014, a new shopping mall called "Grove" was opened in Tokyo, Japan. It only had 37 thousand square meters, but only 13 days after its opening, it entered 1 million passenger flow.

Wu Tiemin learned that the shopping center spent six months before planning and inviting business, and made a comprehensive survey of the format, customers and community characteristics in the 5 square kilometers.

In the end, it was found that most of them were 30~40 year old Premium Apartment House residents and a strong parenting family. So Roof garden was built on the top floor of the shopping mall. Many mothers pick up their children and relax after school.

In addition, the essence of the brand also needs to be accurately understood.

In April this year, the network introduced the net red brand peach garden Dependents Village.

Some people think that this is just a shop selling soya bean fritters, but Wu Tiemin prefers to regard soy bean fritters as a culture, when customers buy goods instead of commodities, but culture and experience.

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