China's shopping centers how to get out of the dilemma

1, to determine and follow two important guiding principles

One is the combination of foreign experience and China's actual. Some of our shopping centers are established by their own feelings, without drawing on some of the successful experience of the West, crossing the river by groping for stones and eventually fell into the water. There are also some shopping centers that rely too much on the Western model, ignoring China's national conditions, and ultimately paid a heavy price. The failure of the cooperation between Mills and Vantone New World, and the death of McKinsey's management output to Wangfujing Department Store have proved that "foreign medicine" is useful but limited. The Japanese Yaohan brought Sete into a dead end, after the dissolution of the "marriage contract", Sete adjusted according to China's national conditions and achieved success. It can be seen that retailing is a localized art, not a trendy art. Our shopping centers should be opened for Chinese people, not for foreigners.

The second is the combination of steady development and timely adjustment. Can learn from the Western large shopping centers developed in stages and batches of experience, a business, if the tenants are enthusiastic, good benefits, and then two or three, to reduce the risk of adjusting the room to increase the investment recovery period shortened. In fact, the shopping center does not necessarily need to be very large, and does not necessarily need to be luxurious. There are many shopping centers in the United States building decoration is very simple, some shopping centers in France is also a street-style arrangement. Wal-Mart's success, an important idea is to save every penny for customers. If shopping center developers consider saving every penny for the tenants, and consider saving every penny for the customers who patronize the shopping center, they have laid an important foundation for success

2, how to make development decisions

The development decision of the shopping center is by no means the developer's own business, and it is closely related to the whole city's municipal planning, etc., and the government's management and guidance for the construction of shopping centers is mainly reflected in two aspects. On the one hand, it is to establish and improve the corresponding regulations, the most important one is to formulate the "Regulations on the Methods of Setting up Large Shopping Centers", and the establishment of each large-scale shopping center has to pass the government's planning and deliberation before it can be implemented. On the other hand, it is to regulate the retail industry and provide the saturation index of various commercial sectors in the city for developers' reference in selecting projects. Developers have to make project decisions scientifically. On the one hand, they should carry out digital analysis of the business circle, study how many residents in the business circle, what is the purchasing level of the residents, how many people, how much money they will spend to buy things in the shopping center, and how much net profit will be realized by the tenants, so as to decide whether to build this shopping center and what kind of shopping center will be built. U.S. shopping centers rely on advanced electronic technology, digital management, you can do to their own customers know as well as in 1994, such as some shopping centers to analyze the characteristics of customers are: ① 63% are women; ② average age of 37.7 years, of which 47% between 21-39 years old; ③ average annual household income of 29,684 U.S. dollars; ④ patronage of shopping centers for the main purpose of 46% of the general purchasing and loitering, 20% for the general purchasing and loitering, 20% for the general purchasing and loitering, 20% for the general purchasing of shopping centers. for general purchasing and loitering, 20% for specific purchases, 18% for shopping at specific stores, and 15% for other purposes; ⑤ the average time spent in shopping centers was 1 hour and 29 minutes per customer; ⑥ the average time spent in shopping centers was 3.6 stores per customer; and ⑦ the average amount spent by each customer was $31.44 per visit, with the highest spenders often being women between the ages of 40-49 years old and earning more than $50,000 per year.

The other aspect of scientific decision-making is to determine the structure of the shopping center, based on the characteristics of the shopping district. Western shopping centers are developed from small to large, until 1994, the United States and Japan, the average area of the shopping center is between 1-2 million square meters. China is now more prudent to develop community-based shopping centers. With regard to site selection, there are two options: the new community can be considered to establish an appropriate size of the shopping center; in the traditional community to take outlets to reintegrate the method of development of shopping centers. Each shopping center development should have its own characteristics, the types available are discount shopping centers, specialty shopping centers, landscape shopping centers, entertainment shopping centers and so on. As for who is the theme store, the principle of choice is to match with the customers of the shopping district and complement with other tenants. Theme stores in American shopping centers are mostly department stores, and theme stores in French shopping centers are mostly specialty markets. Because shopping centers bring together a large number of specialty stores, if the department store is determined to be the theme store, it is necessary to give up the counter type of operation. In my opinion, the theme of the current Chinese shopping center store to the special market is appropriate.

3, how to operational management

Any kind of retail form is easy to establish management is difficult. Shopping centers are even more so. Shopping center management includes property management, tenant management, marketing management and financial management.

The goal of property management is to provide a comfortable and safe environment for the rented stores and customers coming to the shopping center, including the maintenance of the environment and equipment, safety and security management.

The goal of tenant management is to create excellent stores, including education and counseling, business analysis, store adjustment, and regulation management.

The goal of marketing management is to increase the customer flow and sales of the shopping center, which includes marketing support for each store and organizing unified promotional activities.

The goal of financial management is to make the shopping center and leased stores achieve good efficiency, which includes collecting rents and fees, controlling expenditures, and assisting the relevant departments in efficiency evaluation and store guidance. (Li Fei)