"When I mention shopping malls, the first thing I think of is not shopping, but which store is the most fun."

Ms. Huang, who lives in the north of Hangzhou, said that since she had a baby, her focus was on her children.

"Now that you take your children to the mall, you have to think about what you can play with your children and then buy some clothes yourself."

In the current homogenization of shopping center formats, we are trying every means to achieve differentiated management.

After increasing the proportion of food and beverage industry, what can consumers do besides shopping in shopping malls? Many businesses will take a look at children's formats, and the parent child market has gradually become a new exploration point for commercial real estate projects.

"In addition to Wanda Plaza and Shui Jing City, there will be a commercial center with children's theme near home. Have you been playing at weekends?" Miss Zhang, who lives in the north of the city, has sent an invitation in WeChat's circle of friends.

"Everywhere you go now, there are experiential children's projects. It's too common to occupy the whole shopping mall."

As Miss Zhang said, many shopping centers in Hangzhou city are increasing the relevant facilities of children's formats, and some projects that have been opened in recent two years will be more

As the main direction.

Impression city of Xixi is currently a few in Hangzhou.

A family with a relatively high proportion of children's business has experience projects such as the Trojan horse, the boy scouts, the Ocean Village and so on. There are many indoor development areas and education training centers on the first and third floors of the Tianhong Shopping Center opened last year. The Central South Shopping Center in Binjiang is a "solid" child.

。

In addition to some retail and catering, nearly half of the shopping malls are related to children's amusement.

In addition to these open shopping centers, Jinsha Lake Street, which is under construction, also regards children's business as the focus of shopping malls planning.

While shopping centers are constantly upgrading their children's formats, pure child parentage business projects are also emerging.

In the first half of this year, Hangzhou will also open 2 "children's cities".

Sun City, the parent child theme business center in the north of the city, will open on Saturday.

Xie Jingxin, director of the planning department, said that Sun City has many children's playgrounds besides children's theme parks, creation world, ocean Zhiyong base and so on.

The children's Xintiandi, which is located in the west of the city, will also be operational by the end of June.

In the past two years, shopping centres have been opened up.

Earlier, it was seen as a clever way to avoid homogenization and the decline of passenger traffic, but apparently this is out of date.

Instead of "eating goods", it is another new type of pedestrian engine -- children's format.

From the point of view of shopping center operation, shopping centers are in urgent need of children's experience Museum, children's restaurant and other children's formats.

In recent years, the newly opened shopping centers in Hangzhou are expanding the brand investment of children's formats, upgrading children's districts and increasing the proportion of children's formats.

There is no doubt that children's business has brought popularity to shopping centers, but it seems that "popularity" and "revenue" can not be equated.

Senior industry insiders said, "children's business is sticky enough, extended and stable. It has become a new direction of commercial real estate development in recent years. But for shopping centers, the extension of children's formats is still a big problem.

As a matter of fact, there are no successful cases at home and abroad.