17 15 The average passenger flow in the mall has recovered by over 100%. Who's backing down?

# Business is "built"

This 65438+ February

China Business Experience Creation Festival, t

17 15 The average passenger flow in the mall has recovered by over 100%. Who's backing down?

# Business is "built"

This 65438+ February

China Business Experience Creation Festival, the meaning of "making" strikes.

Create scenes, content and experience. ...

Nothing is impossible, only unexpected.

Pushing open the door to the retail world,

You will find that they have already been "made"!

Brewing for a whole summer, the shopping center finally heard the sound of 2020 crowds on Mid-Autumn Festival and National Day.

During the eight-day long holiday, Beijing Imperial City received 9.982 million tourists, up 8.4% year-on-year. Gradually get out of the haze of the second epidemic and advance to the first echelon of commercial recovery and rebound. Creative marketing with "national tide, domestic products, national style and national rhyme" as the main line is staged in major shopping malls in turn.

In the magical city of Chongqing, there were more than 2.47 million foreign tourists during the two festivals, and the retail sales of key monitoring business enterprises reached 27.62 billion yuan. Among them, Raffles Network Celebrity Punch Mall has a passenger flow of more than 2 million and sales of nearly 90 million yuan.

South China Shenzhen, Dongguan, Organic Farm, Cherry Blossom Ball Exhibition, Mid-Autumn Festival Parade Exhibition ... Major shopping centers have made moves to unlock the fresh gathering game. It is reported that the retail sales of the "Vientiane" series of shopping center projects under China Resources Group reached 2.947 billion yuan during the whole two festivals.

The "bottoming out" of passenger flow is of course the storage of customers in the third quarter. According to the data of 17 15 shopping center (commercial area of 30,000) in the first, second, third and fourth tier cities in China monitored by Shanghai University of Data, by the end of September, the average passenger flow of sample projects had recovered to over 100%.

Although the confirmed cases were imported from abroad, asymptomatic infected people continued to report, and the passenger flow recovered slightly in September, as far as the general trend is concerned, 10- 12 is still a good opportunity for shopping centers to seize and make up for losses.

First, the warming trend is prominent, and the "double festival" passenger flow on New Year's Day has returned to 7 1.8%.

Looking back on the first three quarters, the epidemic has dealt a heavy blow to the entity business. In the first quarter, the passenger flow experienced a fluctuating process from cliff-falling in February to sharp rebound in March. In the second quarter, the passenger flow fluctuation gradually stabilized, and in June, the passenger flow fluctuation was 7.5%. In July and August, it also remained at the level of 10%.

Judging from the average daily passenger flow, it has been on the rise from February to August, and the passenger flow of cities in each line has increased month by month. Due to the end of the summer vacation in July and August, the epidemic situation in some areas has been repeated, and the passenger flow in shopping malls in some cities has declined in September, but it is difficult to stop the recovery trend.

According to the daily average passenger flow of 50 shopping centers in 12 city, there was no obvious fluctuation in the passenger flow on weekends and holidays from February to April, but the passenger flow on weekends and holidays from May to September obviously exceeded the working day, reflecting the recovery of consumer confidence and the return of leisure shopping lifestyle to the right track.

During the National Day and Mid-Autumn Festival this year, the number of holiday travelers increased greatly, and the major scenic spots ushered in intensive fireworks. According to the statistics of the Ministry of Commerce, from June 65438+1 October18, the sales of national key retail and catering monitoring enterprises were about10.6 trillion yuan, and the average daily sales increased by 4.9% compared with last year's "Eleventh" Golden Week.

Major shopping malls also ushered in a dense passenger flow. According to -MALL Eye Monitoring, compared with New Year's Day holiday, the average daily passenger flow of 50 typical shopping centers during the "Double Festival" period has recovered by 70%.

In order to meet the "Double Festival" consumption peak, major shopping malls have launched various offline activities, including theme IP exhibitions, concerts, art exhibitions, creative markets, situational interactive experiences, food festivals and other special activities to attract tourists.

For example, SKP, SKP and other places have held traditional folk activities such as "celebrating the Mid-Autumn Festival, painting rabbits" and "handmade sachets". Chaoyang Joy City held a cultural exhibition around Modern Sky Band.

Joy City Holdings' "Double Festival" performance rebounded sharply, with the sales of commercial projects reaching 804 million yuan, up 10% year-on-year and 23% quarter-on-quarter. At the same time, the average daily sales of four Joy City projects in Beijing Xidan, Chaoyang, Shenyang and Tianjin Nankai all exceeded 6,543,800 yuan.

Second, the first-tier shopping malls have returned strongly, and the recovery situation is still not as good as that of second-and third-tier cities.

In July, the total retail sales of social consumer goods was still declining, with a decline rate of1.1%; In August, the total retail sales of social consumer goods was 335,765,438+billion yuan, up 0.5% year-on-year, which was the first positive growth since this year. With the effective prevention and control of domestic epidemic situation, people's consumption enthusiasm has gradually picked up, which has stimulated the recovery of physical business passenger flow.

In terms of sub-line cities, from February to June, the degree of passenger flow recovery in shopping centers in second-tier cities was still lower than that in third-and fourth-tier cities. In June, the passenger flow of shopping centers in second-tier cities has recovered to 94.5% of the pre-epidemic level, while that in third-and fourth-tier cities is 95.9%, and the gap between them is narrowing.

In July, except for the first-tier cities, which recovered to 98.6%, all other cities exceeded 100%, and the recovery degree of second-tier, third-tier and fourth-tier cities was only 0. 1%.

In the middle and late July, there was no new report in Beijing 15, and the emergency response level was adjusted from Level II to Level III. Since July 24th, Beijing cinemas have resumed business in an orderly manner.

With the release of the epidemic in Beijing, the passenger flow in first-tier cities recovered to 108.7% of the pre-epidemic level in August and 107. 1% of the pre-epidemic level in September, and the recovery momentum remained stable.

From the perspective of specific cities, the passenger flow in Beijing did not begin to return to normal until August, and returned to105.8% of the pre-epidemic level in September; The passenger flow in Shenzhen remained stable in July and August, and the rebound momentum was curbed by the addition of four asymptomatic infected people in September; The recovery degree of passenger flow in Guangzhou and Shanghai from July to September exceeded 100%.

Other second-tier cities have been repeatedly affected by the epidemic, and the degree of passenger flow recovery has dropped by several percentage points, but the impact is not significant.

In terms of business circles, municipal business circles and mature business circles are the types that are greatly affected by the epidemic, but have a strong recovery momentum. In August, the recovery degree of municipal business districts reached 1 16.3%, and the recovery degree of mature business districts reached 1 13.8%.

Overall, the average passenger flow of various business districts recovered by more than 100% in the third quarter.

Among the first-tier cities, Beijing took the lead in restoring the passenger flow level before the August epidemic: CBD, Chaoqing, Sanlitun, Yansha and Yizhuang. In September, the recovery degree of 25 business districts exceeded 100%. Most business districts in Guangzhou, Shanghai and Shenzhen began to recover to epidemic level in July, and in September, the recovery degree of 17, 36 and 9 business districts respectively exceeded 100%.

Among the selected 13 typical second-tier cities, except Wuhan Zhongnan business district, the passenger flow of other business districts recovered to the pre-epidemic level 100% from July to September, and the business district of Chunxi Road in Chengdu even increased by more than 50% in August.

In the Zhongnan business circle, which was slightly "left behind" in July, the degree of passenger flow recovery in September also ushered in an explosive growth of nearly 45%.

Win in big data-win in site selection shows that as one of the five major business districts in Wuhan, there are three shopping centers in Zhongnan business district, namely Wuhan Shangzhong Plaza, Wuhan Langhui Starlight 68, Wuhan DIC DSM, Wuhan Yintai Department Store (Century Store) 1 Independent Department Store.

Judging from the surrounding facilities, there are 13 residential quarters, 8 office buildings and a large customer base in the business district, which is the premise for the recovery of passenger flow in shopping malls in the business district; In addition, the catering and clothing retail formats in foreign business districts are large, and the number of street shops is also large, exceeding 300 and 600 respectively, which is an obvious format and commercial space to attract tourists under the epidemic situation.

Third, the average passenger flow of all kinds of shopping centers has recovered to more than 100%, and Hong Kong/foreign shopping malls are the most eye-catching.

According to Win Business Big Data Monitoring, by September, there were 1 765,438+05 shopping centers (with a commercial area of 30,000) in the first, second, third and fourth tier cities nationwide, and the passenger flow had all recovered to the level of 1 000% before the epidemic.

From the perspective of developers' attributes, the shopping mall passenger flow of Hong Kong-funded/foreign-funded enterprises recovered better, followed by central enterprises, state-owned enterprises and private enterprises. The passenger flow recovery of the four types of enterprises in September all exceeded 1 10%.

Most foreign-funded enterprises are listed groups, with strong overall operating ability and rapid resumption of production after the epidemic. For example, in hang lung plaza, Chengdu and Changsha IFS, the passenger flow has increased by 20%-40% compared with that before the epidemic.

Specifically, the passenger flow of Hang Lung's two high-end shopping malls in Shanghai, hang lung plaza and hang lung plaza, recovered to 50% of the epidemic level in March, fully recovered to the epidemic level in June, and ushered in 20% and 30% passenger flow growth in the third quarter.

According to the semi-annual report, during the period of hang lung plaza, Shanghai hang lung plaza and Shanghai Ganghui recorded revenues of 86 1 10,000 yuan and 453 million yuan respectively, up by 4% and 15% year-on-year. In terms of retail sales, it achieved a year-on-year increase of 7% to 17% respectively.

Behind the growth, on the one hand, it is the result of Henglong's timely adjustment of business strategy since the epidemic. Henglong combines the overall changes and trends of the target market, and joins hands with brands to strengthen the online and offline interaction of consumers. For example, the brand selection section is regularly launched in the WeChat applet to recommend fashion items with unique brands or limited time to customers; Create more bright and creative content, attract customers to spend their cards and extend their stay.

On the other hand, the relaxation of tax also stimulated the rebound of luxury consumption after the epidemic. From May this year 1, hang lung plaza became the first centralized processing point for tax refund for departure in China.

It is not difficult to see that, under the epidemic situation, high-end shopping centers have become a unique show of rapid passenger flow recovery, with the passenger flow recovery exceeding 120% in September. For example, in September, the passenger flow of Nanjing Kidd Plaza recovered by over 230% in the first phase and 1.60% in the second phase, which shows that the domestic consumption vitality is exploding.

According to different opening years, the project recovered quickly within three years, and the passenger flow recovered more than 1.20% in September. Most of these projects are "network celebrities", which are more likely to attract young consumers.

For most old projects, it is not easy for a young mall, which has just entered the golden age of commerce, to "defend the country and defend the country". Aside from external factors that do not change the will of shopping malls, such as "geographical location", chaotic dynamic design, old and boring aesthetic feeling, mixed business mix, backward business philosophy ... Some old shopping centers are vulnerable to the repeated patterns of the younger generation from time to time.

From the perspective of different volumes, in the third quarter, the passenger flow recovery of shopping centers of all volumes exceeded 100%, and increased to varying degrees. For example, Shanghai Henderson celebrities, even more than 50% of passenger flow growth.

With the passenger flow recovery value exceeding 100%, in 2020, the shopping center full of blood has begun the final sprint. Riveting hard and speeding up the running, whoever can stir up the most migrant workers who "hold their wallets tight" will laugh at the end.