In recent years, the biggest challenge for shopping malls is the difficulty of retailing, and they cannot compete with online platforms. Therefore, the ordinary so-called innovation is to go to retail. Department stores have basically gone, and the area of hypermarkets has also been reduced or not recruited. The retail area is adjusted to be smaller and the proportion of stores is reduced. Cinema, ice rink, children’s playground, etc. So when colleagues met when they talked about the format ratio, it seems that whoever has a higher ratio represents backwardness, and even feels that it is not enough to save face.
From November 16th to 18th, the China Commercial Real Estate Industry (17th) 2020 Annual Conference with the theme of "Innovation, Renewal and Creation of the Future" was held in Chengdu Century City International Conference Center, focusing on the development of commercial real estate under the dual cycle Opportunities and Challenges", explore the industry's "new strategies, new consumption, new operations, and new opportunities", and jointly seek new directions for commercial real estate in the post-epidemic period. Wang Yongping, chairman of the
annual meeting and chairman of the Commercial Real Estate Working Committee of the Quanlian Real Estate Chamber of Commerce, said at the China Commercial Real Estate Industry (17th) 2020 annual meeting that it is understandable to reduce a certain proportion of retail and increase some of the experience, which is in line with consumer trends, and Compared with online platforms, it can be regarded as playing a comparative advantage, which cannot be replaced by online platforms. Customers must go to the store to consume. However, it should be pointed out that it is definitely not the experience that is just a turn of the experience, and it is not the retail experience that wins.
In fact, there are not many good experience brands on the market. Many brand forms have become experiential, but either the ability to gather customers is not strong enough, or they are not popular, the floor efficiency cannot be improved, the rent contribution is not high, and the problem of low-level vicious competition in the experience format has also become prominent. Take catering as an example. Good catering also has a ceiling, which is restricted by the turnover rate and the imbalance between lunch and dinner. If the project is close to the business district, the lunch will be prosperous and the dinner will be cold. The children's format is very popular on weekends, but it is often deserted from Monday to Friday.
Wang Yongping believes that the innovation of shopping malls must face the problem of retail decline, but it cannot simply go to retail and greatly reduce the retail ratio. This is not a panacea to solve the problem. He believes that the predicament of retail in physical commerce today has not only the impact of e-commerce platforms, but also the lack of innovation in retail itself. The middle class has generally entered the stage of consumption upgrading, but the quality and taste of many products need to be improved and cannot adapt to the new demands of consumers.
and young people are pursuing product uniqueness and high cost performance. Our brand needs to ask ourselves: Are our products good enough? Wang Yongping took the global membership store COSTCO as an example. COSTCO stores all over the world are all retail and there is no experience format. Why is the sales still selling so well? The Shanghai store has a business area of only more than 10,000 square meters, and its annual sales have achieved 2 billion yuan, which is seven or eight times the performance of traditional supermarkets, mainly due to the high cost performance of the products and the uniqueness of its own brand. The local SKP ranks proudly on the world shopping malls list with an annual sales of more than 15 billion single stores, but it is just a retail-oriented department store.
MINISO has also stepped out of a broad road in offline retail. In just eight years, stores have opened in dozens of countries around the world, and it has recently been successfully listed. They said that they have been making extreme products, including signing many super IP joint limited editions. Therefore, our business innovation cannot stop at playing concepts and playing models. Returning to the essence of business is to make good products. New products + new retail are good retail. Retail innovation can also be the exploration of retail experience. Wang Yongping recently went to the "Eye" store to investigate. It is a new cycling brand created by a Japanese designer. It focuses on collection-level bicycle exhibitions and also has simple meals, coffee shops and community operations. It is now in Taikoo Li, Beijing. Kerry Center, Chaoyang Joy City and other shopping malls have received good response after opening stores.
Wang Yongping emphasized that if shopping malls cannot solve the problem of retail innovation, then shopping malls will always live in the shadow of e-commerce and cannot be considered a real success! Editor in charge: Zhang Bei Editor: Zhang Yuning
