Shopping Mall Mainstream retail formats

In the "cold winter" of the retail industry, shopping centers in the urban complex resists the impact of e-commerce by virtue of full function and experience. However, from the perspective of Shanghai's commercial development, shopping centers have seen too fast and excessive growth.

CB Richard Ellis statistics show that only 1/5 of the 44 commercial projects under development in Shanghai are less than 50 thousand square meters, while the number of items larger than 150 thousand square meters is 11.4% of the total. According to the volume, it can be judged that most of these retail properties are shopping centers. From the perspective of property distribution, monomer projects exceeding 150 thousand square meters are distributed in non core areas, mainly in emerging community business circles, such as the real plate, the New River Bay City plate and the Qibao plate.

At the same time, Shanghai Original retail market Department Store Project Also began the "shopping center" adjustment. At present, many department stores have created a shopping experience similar to the shopping center through the expansion of shopping malls, the introduction of fashion brand flagship stores, and the increase of experiential elements in shopping malls. This adjustment mode of "shopping center in department stores" means that shopping centers have become the mainstream form of Retailing in Shanghai.

　　 Homogenization competition leads to "bad weather"

Although multi-functional shopping centers have many advantages, competition is still fierce. Wu Yiyi, director of Shanghai Commercial Service Department of CBM Richard Ellis, pointed out that these properties will be faced with the problem of market digestion first, namely, how to complete the leasing task. Judging from the current development of retail industry in Shanghai, the homogenization of department stores is very serious, and the brand overlap of different department stores is very high. With the increase of shopping centers, shopping centres are showing a trend of homogenization. Different shopping centers cover similar formats, functions and brands, which will significantly reduce the attraction of shopping centres to the market.

Jones Lang LaSalle pointed out that in the two quarter of this year, Shanghai's commercial real estate leasing situation showed that the competition was relatively less intense than that of the non core business circle, and the rental situation was obviously better than that of the core business circle. According to statistics, the first floor rent of the core Shopping Center Shopping Center rose by 0.8% over the previous quarter, 51.7 yuan per square meter per day, but in the non core business district, the index rose 3.9%, reaching 17.3 yuan per square meter per day. Of particular concern is the vacancy rate, the core business circle market vacancy rate up to 8.3%. According to the analysis, this is due to the main shops of some projects, including gymnasium, slimming center and large restaurants, after the end of the tenancy period, they choose to withdraw. This reflects the background of shopping center's "bad weather" from one side.

　　 "Big and big" does not necessarily appeal to market sentiment.

Lu Zhihao, a real estate consultancy analyst, pointed out that even with the increasing competition in the retail industry, even the Wanda model, which was once successful, would fail. He analyzed that the key to the success of the Wanda model was to take the first step. When other business investors focused on a single department store or shopping center, Wanda began to build a city complex. At present, even in the new towns and new towns, it is difficult to see the chance of building a city complex by a developer. With the rapid development of various commercial facilities, the "single dominant" era represented by the Wanda model is gone.

The change of consumption habits has also doomed the "big and full" commercial facilities no longer to the market. Lu Zhihao said that e-commerce is considered to be the nemesis of real business, but in Tokyo, Japan, which is also well developed in electricity business, physical commerce is still popular. The reason is that Tokyo's business emphasizes "refinement". The so-called "refinement" does not mean that the volume of commercial projects can not be large, but refers to the need to "win a small sum" in terms of business characteristics, service details and so on. In contrast, Shanghai's commercial development is still a "pie pie" style, but it ignores the service characteristics and consumption experience.