Zhang Shangxue Talks About The New Direction Of Shopping Center

Reporter: Recently, the Shenzhen business circle is very concerned about the phenomenon of "opening the shop first and then inviting business".

Those who agree agree that this is the trend of the times. Operators should keep pace with the times. Opponents feel that under the "Matthew effect", the "vacancy rate" will become higher and higher.

What do you think of such a controversy?

I think this phenomenon needs to be analyzed concretely, because different enterprises will have their own investment rhythm and business considerations. Under certain pressure, there will be a rush to open business in half of the shops.

But at the same time, it is also a process to test the ability of the operation team. Some shopping centers have overcome all kinds of contradictions, properly controlled and adjusted the business environment in order to attract the business of all the shopping centers when the business is not completed.

Therefore, to divide the problem into two parts depends on the overall capability of the operation team.

For me personally, I feel that 85% of the investment rate is the only way to start a business. At the same time, the venue must meet the requirements of various laws and regulations through the comprehensive acceptance of fire, business, health and other links.

Because only a lot of small steps are in place, the shopping center you open will become the focus of the market in a short time.

Therefore, we will see that some shopping centers will have a definite timetable for trial business and opening up. Everyone rushing to work hard and may neglect some important things.

On the contrary, I feel that as long as everything is ready, opening up is a matter of course.

Reporter: in recent years, including Huarun land, Xinghe group, Jing Ji group and so on, they all pay great attention to building and replicating product lines in commercial real estate.

But on the other hand, the market is very hungry for shopping centers with different routes.

How can we strike a balance between the two?

Zhang Shangxue: we have noticed that in recent years, many commercial groups have speeded up the replication and expansion of the product line, which is of positive significance for the development of domestic commerce.

I think, first of all, what kind of shopping center or business complex should be set up, which should be combined with the actual situation of the locals, and choose the most suitable commercial type from the business location.

Secondly, what we call differentiation is to adjust the business outlook in accordance with the law and trend of commercial development.

For example, shopping centers are developing slowly in the direction of intelligence and experience. Therefore, in the project of Zhuo Yue Hui, we spent more than 1000 tens of thousands to build a series of intelligent basic design, because it is expected that there will be considerable development prospects in the future, such as the integration development of online and offline businesses and the O2O mode of merchants.

We have reserved a lot of commercial designs and ports in this area to prepare for the future commercial operation.

Undoubtedly, these changes will be in sharp contrast with the previous shopping centers, and the sense of experience will be stronger. Differentiated management can be carried out by way of prior judgement, actual adjustment, upgrading and pformation.

Reporter: you mentioned the sense of experience of shopping center just now. The term mentioned in the retail business circle in the past one or two years is very high.

For large shopping centers, what aspects should we pay attention to when we create the customer experience of indoor experience?

Zhang Shangxue: in recent years, we will see that some of the formats that are not much associated with shopping centers have begun to enter. This shows that the aggregation capacity of shopping centers is increasing.

For example, shopping centers introduce KTV brand to attract young people's attention, and at the same time enhance the whole shop-pingm all's richness by entertainment formats.

In the industry view, attracting customers to stay in physical stores, consumption is considered a sense of experience in a broad sense.

So what will the experience of the future shopping center be like? I personally think that first there are more industries coming into it. It seems that people can see the dentists, micro plastics, vocational training, and create customers' space and so on.

Secondly, it should be the living space that the customers can't leave, including their food, food, accommodation, pet foster, laundry and other kinds of life services.

Such a shopping center can not only enhance the customer's consumption stickiness, enhance its commercial radiation capability in the community, but also display the unique side because the Internet can not replace it.

How to create a sense of experience in shopping centers is believed to be a major issue that business practitioners need to study in depth in the coming years.

Reporter: there are homogeneity problems worthy of attention. Besides the importance of the same business model of shopping centers, the same phenomenon of chain brands has always been a topic of discussion among colleagues in the industry.

After the recent fashion week in Shenzhen, the topic of brand homogenization has been heated again in the industry. What do you think of this?

Zhang Shangxue: Shenzhen fashion week is indeed a good start. The rise of domestic clothing brands is worth learning and learning from other industries.

Generally speaking, there are relatively narrow choices in the domestic brand resources, but we should also see that many brands have been seeking changes and breakthroughs in recent years.

For example, the clothing brand is also carrying out the innovation movement, creating a lot of bright side cards, and the phenomenon of audience segmentation is more prominent, which makes the shopping center operators have more choices.

In addition, I would also like to remind the operators of the shopping center that the phenomenon of homogenization is often caused by them, because they can intervene early with the brand characteristics of the shopping center itself and the commercial location, and can completely repackage the brand through pboundary or deformation.

Many brands are also aware of the fact that it is difficult to get market recognition in the promotion of operations. They can only communicate with shopping centers and create some new business concepts and programmes according to local conditions, so that both brands themselves and shopping centers can develop together to achieve a win-win result.