Shopping Center Is Entering The "Small" Era.

Here world

Xiaobian of the network introduces the shopping mall to the "small" era.

The first batch of Suning Plaza is located in two or three line cities, such as Wuxi and Lianyungang.

The development trend of commercial real estate is heading for the three or four line market, and the small shopping mall has become a new favorite.

Reporters learned that the Austrian Garden Group, Jindi business group and other real estate developers will focus on the condensed version shopping center.

The developers who enter the rational development orbit have become tolerant of the choice of shopping malls, and have begun to introduce the high correlation between the center of the month, the community hospitals and the factory shops.

Sinking low line Market

From the core location of the first tier cities, the sub center of the region to the development of the urban fringe, the location of the shopping center is more and more daring.

In the twelfth annual conference of China International Shopping Mall, the industry has new ideas for the development and operation of commercial real estate.

In the process of housing conversion, Miao Sihua, assistant president of the Olympic Park Group and President of the commercial group, said that due to changes in market demand, the Austrian Garden Group has become the "two legged" walking section of the residential and real estate sector.

At present, the commercial real estate sector accounts for about 40% of the group's business, and the proportion is bigger and bigger.

Miao Sihua disclosed that the group will explore the location of the three or four tier cities, and even enter the five line cities with better control of land prices.

Survey shows that second tier cities and some three line cities, shopping center construction speed has exceeded commercial relatively mature first tier cities.

By the end of 2015, the supply of shopping centres in some second tier cities is expected to double.

Commercial high load second tier cities let most developers and retailers take the next step, which also makes the three or four tier cities a new blue ocean for the development of shopping centers.

Market gap and consumption potential contain broad market opportunities. Local governments will also provide preferential measures or help to attract investment.

Not only is the Austrian Garden Group, the Wanda Group, which will move towards the hundred cities, will concentrate most of its development projects in three or four cities, such as Guangyuan, Henan, Anyang, Heilongjiang and Jiamusi in Sichuan.

WAL-MART China, the Suning Plaza under Suning banner, will try to drop to the three or four tier city.

Targeting thematic shopping malls

And first tier cities

The development path of the center is different, and the shopping malls that sink to the low line market need to be meticulous in positioning, investment promotion, development and operation.

In the early development of underdeveloped areas, most real estate associations chose to build "one stop" shopping centers in order to fill gaps in regional business.

Wang Shouqing, vice president of Jindi business group, believes that the future developers will no longer be big and full shopping centers, but will be able to keep up with the theme, small and characteristic shopping centers.

In the business expansion of Austrian Garden Group, Miao Sihua said that despite the growing ambition of the group expansion, the team will grasp the location of the shopping center according to its own resources and capabilities.

The developers should be "based on me" to determine whether the shopping center is a radiation area or a community.

A deep industry insider said that although the construction of the shopping mall in the three or four tier cities will usher in a period of expansion, developers and operators need to do their best in terms of their weak consumption ability and the fact that their consumption concept has not yet reached the requirements of the shopping mall.

In the future, with a large number of commercial projects entering the market, the pressure of the rental market is increasing, and the competition among commercial projects will become more intense.

Chen Jianhao, general manager of new world group K11 shopping Art Center, said that commercial real estate development has entered the era of operation from investment.

Similar to that of department stores, the future development of shopping centers will also show stronger theme.

Wang Shouqing believes that a large number of developers and operators will be able to choose who can match the target of consumers, so the shopping center will also move from a large volume to a condensed version.

Consumer preferences are the first element of the investment team's selection of brands and formats. Entering the shopping center will no longer be the usual formats of retail, entertainment and catering.

Implanting unconventional practices

Developers from the first tier cities have developed a "unconventional" business in research.

Wang Shouqing, for example, has given the real estate business a lot of opportunities. The shopping center based on the community is considering the needs of the consumers in the living radius.

In addition to putting in some conventional retail formats, the Jindi Merchants Group will consider more and more highly related formats in the commercial real estate development, such as community hospitals with special community functions, sports factory shops that residents prefer.

Miao Sihua said that the theme park of the Austrian Garden Group will consider introducing the moon center and health hotels.

In the development of alternative formats, the artistic space of K11 shopping center of new world group is the leader in development.

On behalf of Shanghai's highest rent level Huaihailu Road business district, only 38 thousand of the mini K11 uses 3000 square meters to create art space. Here 365 days will carry out art exhibitions, but not for profit purposes, just want to embody the core value of shopping mall's art, humanity and nature.

However, in the new world abacus, this seemingly wasted commercial area has become the most important attraction for shopping malls.

Nowadays, more and more developers are moving towards K11's art path, using the atrium area to throw millions of yuan into all kinds of art exhibitions.

However, unconventional and huge spending does not mean success.

Many shopping center operators also admitted that the exhibition in shopping malls is not cost-effective.

Chen Jianhao said that the market not only creates passenger flow, but operators need to think more about pforming operational skills into real ones.

Forehead.