In the shopping mall, experience ＂full＂
Our reporter Kong Dechen
Buy a cup of milk tea with popular IP, and then go to various experiential stores to “punch in”; after dinner with friends, you can also go to the indoor ski resort to exercise … buy, eat, travel, and entertain consumer model.Big shopping malls are popular.
According to foreign media, developed western countries invented the format of the shopping center, and China upgraded it to “experience center”.Right now, shopping malls in major cities in China are accelerating the transformation, and the transfer from shopping to providing a variety of lifestyle experience.What kind of consumer vitality does this new trend inspire?A few days ago, our reporter visited a number of shopping malls to find out.
No longer simply pursue to provide rich products
Recently, Chiikawa theme pop -up shop on the first floor of Beijing Chaoyang Daue City has been in a circle.The pop -up activities organized by the store attracted many consumers to “check in”.
“I have been purchased by my friends this time. The customers also came from Tianjin, Hebei and other places to make a special trip. Some people even took the suitcase to scan the goods’. In addition to shopping, some people were taking pictures’ punch cards’Come. “He Li, who was lining up outside the store, told reporters.
The staff of Chaoyang Dayue City told reporters that Chaoyang Dayue City and various brands jointly excavate IP resources and create theme scenes, forming a new type of consumption model that attracts young customers.This pop -up event implements a real -name appointment system. After the online appointment channel is opened, the quota is quickly grabbed. “A total of about 100 joint products were launched in the event, which will continue until the” May 1st “holiday.”
In Beijing Beitou Shopping Park, a painting museum that provides consumers with hand -drawn experience services is very popular.”In the past, most of our customers were preschool children, and they were guided by teachers in the store. Since last year, there are more adult customers.” Tong or Painting Museum clerk told reporters that many customers can paint in “zero foundation”.This selling point comes, “Some customers intend to give the work a gift, and they think such gifts are more new.”
The reporter visited that many major shopping malls in Beijing generally opened many experiential stores, such as gym, hand workshops, mini KTV, video game cities, indoor ski resorts, parent -child amusement parks, etc.”The physical business is easy to fall into the development bottleneck of ‘high popularity, low consumption’, and needs to accelerate the quality of supply.” Dong Chao, director of the Institute of Circulation and Consumption of the International Trade Economic Cooperation Research Institute of the Ministry of Commerce, told reporters that large commercial complexes are facing fiercely facing fiercelyCompetition, “Experience and trendy business is one of the important competition points. Cultivating entertainment and curation can allow young people to find a sense of belonging and drive consumption.”
In the past, the shopping center focused on “buy everything”, with complete products and wide coverage.With the strong rise of e -commerce platforms, traditional shopping malls have gradually failed to attract consumers’ “one -stop shopping” through full -category layout.”The Internet breaks through time and space restrictions, which can provide consumers with massive options for products. Faced with such competition, many department store retail companies have abandoned the positioning of the past ‘large and fully’, and focus on the consumption habits of certain types of customer bases., Find Differential Foundation. “Dong Chao said.
Dong Chao said that traditional shopping malls are accelerating the pace of adjustment, transformation, and upgrading.”For example, the stores under Wangfujing Group combined with the changes in consumer demand and their own operating characteristics, continued to increase the introduction of new resources, and developed the” one store, one policy “compound operation; Tianhong shares focused on promoting a number of department store stores in densely populated communities to live in the community to the community to live in the community to the community.The central transformation, several benchmarking stores have performed well in terms of passenger flow and sales last year. “Dong Chao said.
Four keyword interpretation changes
Dong Chao analyzed that the transformation trend of large shopping malls can be described in four keywords: social gatherings, young power centers, cultural consumption scenarios, and parent -child interactive centers.
“When you come out, the focus is on‘ shopping ’instead of simply to buy things.” At the Beijing Heshenghui Shopping Center, Zhang Beihe and several friends were shopping after 00.”Today is my birthday. I chose the location of my birthday party here. The business format of the shopping center is relatively complete. Everyone can buy something, eat, and drink here. It is very suitable for the place where the party.” Zhang Beihe said.
Outside of social gatherings, the shopping mall is changing to the Young Power Center.
A fierce basketball game is on the outdoor air basketball court on the outdoor air basketball court of The Box.This is the first outdoor light and shadow basketball court jointly created by The Box’s brand NBA Hoop Park Basketball Park. Once founded, it was sought after by many young people.In order to enhance the viscosity and experience of young customer bases, The Box also planned a number of activities such as Mao Children Jumping Friendship, Urban Light Art Forum, Halloween Makeup Party, and Street Tide Playing Skateboarding, so that young people should be reappeared offline business”Home”.After the opening in September 2023, as of the end of that year, the traffic of the Box factor has exceeded 920,000 people, bringing more young customers to the North Chamber of Commercial District.
“We will continue to enrich the format, improve brand quality, and bring more surprises to consumers.” Zhu Yuan, deputy general manager of The Box, said that through the polishing of the project, the consumer format of the foreign business district attractedMulti -young consumers.
Cultural consumption scenarios are another major transformation direction of large shopping malls.
At 8 o’clock in the evening, the “Love of Light and Night” game in the entrance of Xilitun, Sanlitun, Beijing, could not look at it at a glance. Many consumers came to take pictures of “check in”.”This is the norm in our store.” The staff of Xisha told reporters that before, Xicha has linked with many well -known games, animation, TV series or novel IP.The sense of atmosphere “attracts a large number of consumers to experience it.”Every time it is linked, the business in the store is very popular. From ordering to picking up tea for 1 to 2 hours. Sometimes we will set up a linkage gift from the store to collect or buy, and it will be sold out soon.Our stores and other stores are often out of stock. “The clerk said.
During the transformation, the shopping center also played the role of parent -child interactive center.
Walking in the three floors of the Kaide Mall in Beijing, parent -child interactive stores such as Go, Musical Instruments, Robot Programming are high.Ms. Zhang, who sent her children to the store to study, told reporters that the shopping mall is increasingly suitable as a place where a baby is “one -stop”.”Children have a wide range of interests and want to learn everything. After learning Go, he still wants to go to Person Gao, and sometimes he will experience the script exploring case. Various children’s friendly formats on this layer can make children happy and parental worry.Ms. Zhang said.
The boundary of the traditional retail industry has gradually disappeared
Introducing new formats, upgrading new scenes, and creating new experiences … In all parts of the country, large shopping malls are embracing changes in unison and reshaping the pattern of traditional retail industry.
Guo Fang, the investment director of the First Brigade Group and director of Wangfujing Group, said that it is difficult for traditional single industries to adapt to the current personalized and diverse consumer needs. As the tourism market accelerates recovery and consumer demand is continuously released, more and more operators have begun to beginPay attention to the development model of cultural tourism and business, and explore the organic combination of traditional consumption and cultural tourism brands.”Experience, scenario, and creating a sense of pleasure have become a new hotspot. Taking Xi’an Wangfujing Yongning Store as an example, the project shifted from traditional department stores to the” experience as king ‘, across traditional business boundaries, and achieved effective allocation of resources through effective allocation of resources.Reshape the ecology and provide citizens and tourists with a leisure and social “micro -vacation” destination. “Guo Fang said.
With the popularization and “breaking” development of the e -sports industry, e -sports elements loved by young consumers have also attracted the favor of commercial real estate.Cai Yun, Secretary -General of the Business Culture and Tourism Real Estate Committee of the China Real Estate Association, said that the size of the e -sports market in 2024 is expected to continue to expand.In the future differentiated competition, the “business+e -sports” model has great development potential.”In these years, many department stores and shopping malls have tried to use e -sports ‘circle fans’ young people to turn the mall into a large -scale e -sports and entertainment competition, and introduce the e -sports IP theme exhibition, joint pop -up, etc.Cai Yun, a fan of competing fans. “Cai Yun said.
Last year, the total retail sales of consumer goods in China reached 47.1 trillion yuan, a total of innovation, an increase of 7.2%over the previous year. The contribution rate of consumption to economic growth reached 82.5%. The basic role of consumption was more significant.This year’s “Government Work Report” proposes to cultivate new types of consumption, implement digital consumption, green consumption, health consumption promotion policies, and actively cultivate new consumption growth points such as smart homes, entertainment tourism, sports events, and domestic goods.With the continuous growth of various new types of consumption, the “department store+” model that fits the consumption habits of different groups is becoming increasingly rich, and the boundary of traditional retail formats is gradually disappearing.
How should a large shopping center adapt to the new role?
“Commercial complex plays an important role in meeting the needs of residents and improving the level of urban consumption. It is also often a landmark of a city.” Nian Yanhui, an associate professor at Zhengzhou University Business School, believes that in order to improve the competitiveness and attraction of commercial complexes,Shopping centers should be strong in terms of clarifying market positioning and adjusting business formats.
Dong Chao believes that large -scale commercial complexes in large and medium -sized cities have entered the stage of stock competition.”When urbanization has developed to a high level, the internal optimization and re -combination of stock resources in the commercial field will become an important part of the high -quality development of urban commercial business. Whether it is newly built or transformed, commercial projects should pay attention to the forward -looking layout during the planning process.To do a good job of market research, we must not only fully meet the reality, but also keep the space for personalization to adapt to more new roles. “Dong Chao said.
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