The Shopping Mall Is Facing The Challenge Of Commercial Property In The Winter.

2013 National consumption Retail sales are slowing down, and the retail market is under attack. Commercial real estate, as an important carrier of retailers, is facing the problem of saturation homogenization. On April 10th, at the seventh China commercial real estate development summit held in Wuhan in 2014, Lu Xingtai, deputy director of the retail research center of Peking University, pointed out that commercial real estate is facing double challenges of format and strategic choice. The development of commercial real estate in the first tier cities has been saturated, and the innovation of modern commercial projects, the enhancement of rental benefits and the realization of industrial linkage are important changes.

"Yes. China For commercial real estate, the late autumn before the cold winter has arrived. Wang Rui, vice president of Jung Rong Group, said at the meeting, "in the past few years, merchants will invite you to eat, or even do some kind of transaction before you can get a berth in the shopping center. Starting in 2013, we basically invite them to eat, so that we can recruit high-quality shops to commercial projects. This is the sign of "coming of late autumn".

Zang Tao, deputy general manager of Shanghai parvo architectural decoration design Engineering Co., Ltd. believes that the shopping center is facing double pressures of malicious competition and the electricity supplier's eating.

Wang Rui believes that commercial real estate "winter" needs innovation. A few years ago. Shopping The commercial project publicity of the heart only focuses on the theme of "we are one-stop consumption". The one-stop style represents a complete set of functions and products, but the problem of homogenization is serious. In order to solve this problem, the theme of culture, art, children's amusement and water amusement park has appeared in the market, and even includes the theme park of "Park 1903". "In the next 3-5 years, with the theme and professionalism as the mark, the business segments with clearer market segmentation will gradually increase."

At the same time, there are three misconceptions in the innovation of shopping centers. Wang Rui analysis, first, blindly copying foreign projects; second, China's shopping centers in recent years have wrongly advocated "go to the main store". "The main store is an important sector in the commercial real estate project of the shopping center. Enterprises are eager for quick success and instant benefits. They believe that the rent of the main store is increasing slowly, and they hope to convert the main store into small shops in exchange for high rental returns." The main store has the core advantages to meet various functional requirements, and it is also an "irreplaceable important category" in the early stage of the project opening. Secondly, in the competition between shopping centers and electronic business, many electricity providers have begun to experience and service as an important direction for future breakthroughs. Therefore, "blindly removing the retail proportion will definitely hurt the development of shopping centers".