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The new shopping mall emerges IP culture and consumer experience to become a development trend.

[] Since the opening of Guangzhou Tianhe City in 1996, my country’s first true mall appeared. The developer was mainly based on the sale of store property rights in 2010. After 2010, it turned to rent and selling, from renting the main to only rent, in recent years, in order to adapt to the variety of modern consumption, shopping malls gradually take heavy transport light assets. Business model.

  Capital enters competitive increase in the development of urban layout to expand the development of large-scale urban needs strong driving force, and the settlement of large shopping malls will enhance urban appeal. Since 2000, with my country’s open pattern gradually improved, capital has put into the construction of shopping malls. The competition in the mall market is highly competitive, and it has benefited from the effective control of the country. The number of shopping malls in the 2021 shopping mall has accelerated. According to the area of ??80,000 m2, 510 open shopping malls in 2021, the total amount is 65.81 million m2, and the investment main body is wide. The company has formed a large scale advantage. As of June 30, 2021, Wanda management 380 Wanda Plaza in 204 cities across the country, with a total of 54.2 million square meters in the construction area of ??the management, the average rental rate, Wanda The Group has 162 reserves, and the total passenger flow is 100 million in total passenger traffic. According to the official data of Wanda Group, Wanda Group plans to start 50 Wanda Plaza, which will further drive regional consumption. Joy City Holdings are constantly expanding the city coverage. At present, more than 30 cities such as Beijing, Shanghai, Tianjin, Guangzhou, Chengdu, Hangzhou, Wuhan have been laid out. Foreign investment is representative of Taikoo Real Estate, Yongwang, Ingka and Kid, continue to force the Chinese market to promote the mall to internationalization and new brands. On September 30th, the front of the front of the Open space is created in the double-layer open space. The first time in the roof is built in the roof, the gathering international brand loves each, Paris family, Bulgari, Dior, Louis Vuitton, alliance favors, Nagana, etc. Some of the unveiled brands became a new benchmark in Shanghai. On July 10th, Kaide’s Shanghai North Bund came to Raffles, which is the 10th of the world. The third Raffles project in Shanghai, the opening day of the passenger flow, the North Beach is coming Folders’s future mall, the first store or new concept The number of stores reached 30%.

  Hong Kong participated in Henglong, New World K11, Ruian and Hong Kong. Hong Kong is now open for Beijing Wangfujing Central, which is a luxury fashion high-end shopping mall. In addition, on April 23 this year, the Chongqing Gully Shopping Park opened, the first landing project in Hong Kong’s new commercial brand aura series to create a "urban natural community" as the core design concept, and settled in 3,30,000. On September 21, Ryan’s 180,000 new generation shopping mall built in Shanghai North Bund, Shanghai Sun Palace, the mountains and the city’s sun palace, 30% in the brand, is the first store in Shanghai, 40% is the first store in North Shanghai, 70% It is the first store in Hongkou.

  Grasping the demand for consumer demand. The fashion trend in the event is constantly changing. After 70, 80, the fast fashion is treated as the trend of the trend. In recent years, the fast fashion brand has encountered a decline in performance, and the development is blocked.

A new wind direction is formed in the demand for the tidal card with a young man who is the main body after 90.

Pay attention to the changes in young consumer demand, all over the Taikoo gathered numerous trend brands, and introduced the Starbucks Workshop to Xingye too ancient exchange. On September 30th, the Taikoo of Taikoo Real Estate and Lujiazui Group opened in Shanghai, and the total construction area of ??the project was about 120,000 square meters. He used open-end, Liangxiang’s architectural layout to build a street-style shopping mall, according to statistics, front beach There were about 250 brands in Tai Guuri, including more than 20% of the first time.

The mid-term performance report of Taikoo Real Estate shows that its retail property in mainland China is better. In the first half of this year, the retail sales of the Taie Guli in Beijing has risen by 85%, the rental rate is 100%, and the retail sales of Beijing Embankment Port is slightly. Up to 6%, the rental rate is 98%, and the retail sales of Chengdu Ocean rises by 66%. Shanghai Xingye Ancient exchange retail sales increased by 83%, and the rental rate is 96%. In recent years, the trend of luxury consumption is rising. According to data, "Millennium, from 1980 to 1995, gradually became the consumption of luxury goods, 95 is becoming a newly rising consumer group, promoting market growth.

Shanghai Henglong Square, Beijing SKP, Shanghai Guojin Center, is exhibited in Shanghai Henglong Square, Beijing SKP, Shanghai Guojin Center.

  On July 29, Henglong Real Estate announced the performance report in the first half of this year. As of June 30, 2021, the total income of Henglong Real Estate and its subsidiaries, and its business profit double growth. In 2020, SKP welcomes 15 million passenger flow, sales of 15% of sales, single-store sales, sales production per square meter is the world. According to the data, Beijing Huajiao Center SKP2020 sales reached 17.7 billion yuan, surpassed the British Harold Department Store, became the world of shops. In the first half of 2021, Changsha National Fortune Center revenue rose by 90% year-on-year, and the operating profit increased by 122% year-on-year.

At present, the Shangsha National Fortune Center has more than 370 brand tenants, with a rental rate of 99%. In the first half of this year, China Resources Vientiane’s resurrection and luxury shopping mall has achieved remarkable, and the retail sales of 8 heavy luxury shopping malls in the first half of the year increased, of which Shenzhen Bay Vientiane City performance increased by 225%.

Hangzhou Vientiane City performance increased by 108%, Chongqing Vientiane City performance increased by 100%, Tianjin Vientiane City performance increased by 105%. In addition, Ningbo Hanxung Department Store is a 230,000 m2 of TOD commercial square, and there are more than 360 brands in the whole store. More than 150 of them are in Ningbo, more than 60 international first-line brands.

Ningbo Hankyu Department Store covers the first-line luxury brand, light luxury card, international beauty brand gathering, Michelin restaurant, Japanese western food, etc. nearly 80 special catering brands, attract high-end consumption groups.

  IP culture has become a marketing trend. It has strengthened consumer experiences in the face of competition, and cultural art embedding can enhance the unique competitiveness of the mall. K11 integrates art, humanities, and natural core elements, combining art appreciation, humanistic experience, natural environmental protection, reflects creativity, freedom and personalization.

On February 26th, the new world development held the 2020/21 fiscal year medium-term results conference, indicating that the future will focus on the core business, within the next five years, the total number of K11 shopping malls in the country will reach 36, Hong Kong K11 rent income composite growth rate Average can increase 15-20% per year, and the mainland is 25-30% per year.

  In recent years, large IP has become a marketing trend, IP culture is also reflected in the field of shopping malls. On April 28 this year, Jinqiao shares and Japan Sanjing Real Estate Group jointly built the first Japanese overseas, the first lake in Shanghai Jinqiao, with tradition The origami style is inspiration, with the first real estimate of Japan’s home, and about 180 brand stores are stationed. The highest highlights are the highest bright spots. At the door, there is a high-rise, the 4th floor of the mall has opened the official flagship store of China’s second high-rise base. There are 1: 1 outfit and many defined goods.

The first floor of the mall and the 2nd floor have a high-rise base flash shop, and the free high-cost model experience in the 3rd floor will be available for the customer DIY experience.

The injection of upward anime IP culture provides traffic value to the mall. Modern consumers are more cautious when buying high-priced goods, often understanding quality, paying attention to this demand for consumers in shopping plazes represented by Vientiane City. As a high-quality shopping mall, Vientiane City advocates "one-stop" consumption and "experience" shopping, pay attention to life experience. In the first half of this year, China Resources Vientiane lived in the first half of the management mall to achieve retail sales of 56 billion yuan, a year-on-year increase.

  The mall is also an attempt to increase consumption experience with scene construction. Taking Kaide as a developer’s Top-Creating theme, the city’s custom-made theme – city market, will restore the Shanghai 90s, build the city’s well fireworks, and will introduce old buildings with historical and cultural heritage into the neighborhood. Inside, there is only street food, and the local old-fashioned food, introduce the city of the street cuisine to the business through the movie set. Music matches the old Shanghai and new youth memories to create a scene feature. According to the survey of China Department Store, 86% of 100 purchases have already opened a small program mall, 36% have opened WeChat Mall, in addition, only 17% of companies carry out online businesses in junction / quick hands, and Self-owned app, the number of items in the flagship store on a third-party platform is reduced.

As of the end of 2020, Wanda has completed the "online infrastructure" of 368 Wanda Plaza, Wanda Plaza applet has already had 84 million access users, and the list of continued lists in the shopping center types. Under the digital marketing of the convergence of online online, the fourth quarter of 2020, the sales of 368 Wanda Plaza increased year-on-year, and the country can rebounded from the country. (Yao Xiu Xiu) All texts, pictures, audio and video manuscripts, and electronic magazines such as "Economic Reference News" or "Economic Reference Network", copyright is an economical reference newspaper, not authorized by the Economic Reference News Do not publish and play in any form.

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