Shopping Centers Create A Solicitation Mode: From "Buy" To "Play"

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The stars helped and helicopters to spend the flowers and invited the lucky citizens to fly in the air and hold dinosaur exhibitions. At the same time, they launched the largest aquarium in western Guangdong.

Mid month last month, Guangdong Jiangmen Hui Yue city opened, the scene was hot.

On the first day, the number of people reached 300 thousand, and the next day there were 200 thousand.

The reporter's inspection shows that the opening and occupancy rates of Hui Yue city are very high, but the proportion of retail business is very small.

"Our position is to create a superior life experience center."

Lin Qiushen, deputy general manager of business management company of Jiangmen Guo Xiang Business Development Co., Ltd., in an interview with reporters in Nandu, made such a positioning for their projects.

"Our business rate has reached 80%, the rental rate has reached 90%, and the format has been adjusted, accounting for about 50% of the current retail business."

A newly opened shopping center no longer emphasizes how to buy you, but how to guide you to play.

Yueyuecheng opened business, and it smashed tens of millions of promotional fees to attract people to "experience life": the largest indoor ocean world in western Guangdong, the first helicopter parking apron in Jiangmen, the 20 thousand largest family of children in Jiangmen, the international three Korean C G V IM A X theater supported by the first tier cities in Korea.

As long as we attract people, millions of people will feel the value.

Actually, it is not only a newly opened Hui Yue City, but some of them are relatively mature.

The center is also actively increasing experience consumption, and its representative is the good Plaza.

"We will emphasize more on situational consumption, experience consumption, social consumption, and achieve a comprehensive upgrading from sales to feeling."

Xie Meng, vice chairman and executive director of Zheng Jia group, told reporters in the south that at present, the company has introduced 100 brands of food and beverage, and will continue to introduce more efforts.

It has the largest IM A X giant screen in China. It is building 30000 square meters of shopping malls in the aquarium, 4000 square meters Gallery, 2000 square meters comprehensive professional theater, 1000 square meters children's reading center, 4000 square meters children's Museum and science and Technology Museum.

To do so, Xie Meng disclosed that the domestic shopping center has already faced multiple challenges: "the evolution of the retail industry from the entity business circle to the online and offline division of labor.

China has become the main consumer market in the world, and a large number of international brands and services are expected to enter China.

With the change of business environment, the demand of Chinese urban consumers is also different.

Their demand for functional products has been fading away, and there is more and more demand for product consumption and service consumption with spiritual and cultural connotation.

According to him, Zheng Jia square's current positioning is "family fashion experience center", aiming at the adjustment of this position, has shown the effect.

At present, there are about 250 thousand passengers in the good Plaza from Monday to Friday, about 500 thousand passengers on weekends, and more than 1 million passengers during the holidays. In 2013, the number of visitors has reached 80 million.

In 2012, sales reached 6 billion, ranking second in China's shopping center. In 2013, sales reached 6 billion 200 million yuan, ranking first in China's shopping center sales.

For shopping centers, "adjustment" seems to be the main theme.

According to Huang Qining, President of Tianhe City Group, the total business of Tianhe City is very prosperous this year, but even so, the shopping center is also adjusting slightly.

"Tianhe City will increase its catering business. Five new buildings have opened three, and six floors will have two more. After adjusting, the proportion of restaurants will be 17%-18%.

At the same time, we should strengthen the brand of babies and expand the area on the basis of existing five floors.

In addition, according to his disclosure, the first floor, Jusco is also adjusting, reducing the wearable products, increasing daily necessities, family decorations, household products, and forming a dislocation with the whole Tianhe City.

Play the card of the community.

"When we were preparing for it,

The situation is different from what it is now, so there was a big difference between that position and now. "

Ye Yan, chairman of sun Xintiandi, did not taboo about the past.

In the early media reports, the aim of sun Xintiandi is to build an international high-end shopping center. Now, Ye Yan said, "since the opening in September 2012, the sun Xintiandi has been adjusting all the way, and its positioning is fashionable and young, serving the surrounding communities".

According to her introduction, the work of sun Xintiandi from the second half of this year to the first half of next year is to continue to increase the proportion of children's amusement and catering to meet the needs of family consumption.

According to her, because Guangdong local children's amusement brand suppliers are few, and Northern suppliers have the intention to go down south, so they are talking with some brands in the north.

The proportion of catering is still small, with only a dozen or so, she will continue to increase in the future, but the overall control is less than 30%.

In many shopping centers interviewed by reporters, the growth of Le Feng Plaza in Haizhuqu District business district is amazing.

"One year since its opening, passenger traffic has increased by nearly 50%.

Sales growth is close to 40%.

Wang Junbiao, general manager of Le Feng Plaza, said that the reason for the adverse market growth is that the business district has long been short of large shopping centers, and the two is precise positioning: "I can not get a long distance customers. I can only do a good job of the surrounding communities so that the range of Yue Feng's radiation is bigger and bigger."

It can be said that the business combination and the brand of Lok Feng Plaza all point to the needs of the community.

According to Wang Junbiao, at present, the catering industry accounts for more than 25%, and the supermarket area is close to 24%.

Children's related brands account for about 11%, involving children's products, children's entertainment, and even children's education at EF education and Jim International Children's education center.

Compared with the current shopping center that has realized that children's experience should be increased, it can be seen in the front.

Other formats include planning related home decoration and furniture, digital technology, entertainment, leisure and other related life supporting projects.

"I think the future trend of shopping centers is community-based."

Wang Junbiao said that due to the increasing traffic costs and higher parking fees, the homogenization of commodities is getting more and more serious. The pursuit of convenience and speed, stress on aging and other consumer psychological needs and consumption habits and other factors all force shopping centers to become community-based.

In this regard, Huang Wenjie, chairman of Chu Rui commercial organization, said that the future of community shopping centers will account for a large proportion of statistical data, that is, the number of advantages.

But in terms of influence, it can become the commercial landmark of the city, or the shopping mall of the city type.

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The "show" economy is becoming more and more obvious.

Large, small, long-term, short-term...

Reporters visited several shopping centers and found that various cultural and art exhibitions and thematic activities have become an indispensable marketing element for shopping centers.

The sun new world often holds a painting exhibition, which is to express the desire to superimpose the feelings of consumers in the shopping trip.

The action of the Plaza is bigger.

At the beginning, it only sponsored art activities, and then directly used the space performance dance in the good shopping mall. This year, it was co operating with the famous Hongkong art studio, Deng Shurong theatre studio, performing theatrical performances in the Plaza.

According to Xie Meng, Zheng Jia has planned and built the "good art center". According to the overall thinking of the enterprise, we can find, train and sign young artists with international standards and potentials.

In Le Feng square, there are more than 20 theme activities every month.

"The marketing of shopping centers has entered the era of show economy and show planning."

Wang Junbiao said that in the context of the rapid development of the electricity supplier impact and the new media, the biggest challenge for shopping centers is that the loyalty of consumers is not as high as before.

Therefore, we must make use of "new and peculiar" to attract people and create new topics without interruption and arouse public participation.

Huang Qining (president of Tianhe City Group): this year, Tianhe City has a very large business, but even so, the shopping center is also adjusting slightly.

After adjusting, the proportion of catering accounts for 17%-18%.

Xie Meng (vice chairman and executive director of Zheng Jia group): we will emphasize more on situational consumption, experience consumption, social consumption, and achieve a comprehensive upgrade from "sales" to "feelings".

Lin Qiushen, deputy general manager of business management company of Jiangmen Guo Xiang Business Development Co., Ltd.: a newly opened shopping center no longer emphasizes how to buy you, but how to guide you to play.

Ye Yan (Chairman of sun Xintiandi): from the second half of this year to the first half of next year, the focus of the work is to continue to increase the proportion of children's amusement and catering, meet the needs of family consumption, and improve the matching of surrounding communities.

Wang Junbiao (general manager of Lok Feng Plaza): the marketing of shopping centers has entered the era of "show economy" and "show" planning.

[experts say]

Shopping center should grasp three key words.

Huang Wenjie (Chairman of Chu Rui commercial organization): facing the increasingly fierce competition in the same industry and the impact of the electricity supplier, the shopping center should firmly grasp three key words.

One is the personality characteristics, and the various formats should have the unique ability to attract customers.

The two is mobile Internet. Shopping centers and electric providers should not be rivals, but should be friends. They can extend the traditional things by means of mobile Internet.

The three is to experience interaction so that more consumers can come to the scene.

According to Wanda data, 239 of the 85 experienced shopping centers operated by the shopping center have relatively good performance in children's related formats, and there are relatively good growth in two aspects of Ping efficiency and sales, especially children's training, children's photography, education, amusement and other stores.

Among the 468 top brands of life, individual categories have begun to show negative growth.

Among the 1034 brands, Western food, tea and Japanese cuisine had a positive growth, but there was a two-way negative growth in Korean cuisine and Vietnamese cuisine.

It can be seen that consumers' consumption habits or consumption trends are gradually developing towards lifestyle, fashion and health. They are experiencing a good performance, and the economy with small hands still has a lot of space. It should also be the next trend of shopping centers.