Why don't many familiar commercial centers put shopping as the main push, and instead focus more on dining as well as entertainment?

Shopping is no longer the main category of shopping malls, dining, entertainment experience and retail almost in the commercial center of the proportion of each accounted for 1 / 3, why?

1, the people's demand for consumption upgrade.

With the improvement of the people's material and cultural living standards, the traditional single shopping as the main consumer scene of the business, that is, department stores, has not adapted to the new era of consumer demand, the people of eating, drinking, playing, shopping integration, one-stop consumer scene more favorable.

The once booming department store industry in 2010, after the rapid decline, the new 50,000 square meters, more than 100,000 square meters of large-scale integrated commercial centers are emerging, the new commercial center will be restaurants, bookstores, cinemas, KTV, sports exercise, children's playgrounds, community services in one, to meet the majority of the residents of almost all the consumer needs.

A family, to a place that can be solved shopping, eating, watching movies, children's play, party dining, singing K and so on all the needs of the consumer scene, the traditional shopping-oriented department stores have to transform the shopping center, the introduction of food and beverage, entertainment and experience business in order to attract and retain the customer's time.

2, the retail sector needs to catering, entertainment business attraction effect.

Once bought on the go, next time to buy again to the department store, in the impact of e-commerce, no longer become the only place to shop.

The customer flow of department stores has been seriously diverted by e-commerce, while the one-stop consumption of integrated shopping centers has greatly sucked away the customer flow of the original department stores, and it is difficult for the retail industry to survive with simple shopping as the main business.

Retail needs to be catered to, and the entertainment industry has the effect of attracting customers.

Let customers shop to buy, buy to stay to eat, eat dinner can play the consumer scene, in order to let customers come more, stay longer, to promote retail sales enhancement.

3, dining also need retail.

But the shopping center can not be less buy shopping business.

If there is only dining and entertainment, in non-meal hours, non-weekend hours, the whole field is empty, there are not a few consumers, the mall's business is a single way, the income can not be guaranteed, the customer's consumer experience will also be extremely poor.

The mall must retain the basic function of non-meal time retail shopping, retail business is still in the shopping center accounted for the first, for the shopping center to contribute almost the largest share of sales and gross profit.

Of course, retail and F&B can work with each other to drive traffic and **** together to enhance the consumer experience, and both can get better sales performance.

We will find that a good shopping center, its food and beverage brands, retail brands are consumers' favorite brands.

We will find that a good shopping center has both restaurant and retail brands that consumers love.

Food and beverage and retail are the main categories of a shopping center, **** the same support for a shopping center's customer traffic and sales performance.

A commercial center, in order to be able to open a successful, in addition to good clothing, shoes and hats, retail brands, but also local characteristics, consumers love to eat, drink, play and shop stores and brands, only then, in order to attract more traffic, retain customers to stay in the field of more time, produce more consumption, for the shopping malls to bring more performance and profits.

Therefore, the integration of shopping + dining + entertainment experience, such a commercial center, the more future.

I'm Hudson Huang, a national senior marketer, and I've been practicing brick-and-mortar business for 17 years!

★

The question is: Why don't commercial centers take shopping as the main push, and instead focus more on dining and entertainment?

Question keywords: commercial center

Commercial center: to meet the surrounding consumer layers of a variety of consumer needs of the integrated commercial body

★★

As a resident of the city life

we should be

We can find

the vein of the development of urban real estate:

that is, from a single shopping function of a single commercial body

gradually

integration of "eating, drinking, playing and entertainment" other functions

become a "commercial complex"!

Reason:

The development of the urban Internet economy

Integration of "payment, delivery"

Become a virtual shopping platform

Diluted the consumer layer of the complex!

Thus weakening the

"shopping" function of the complex

Complexes that are purely for shopping

are declining

Plus, the "00s" are becoming the main consumers in the market.

If shopping continues to be the main mode of supply

the complex will lose its commercial value!

But

Internet shopping can only provide a "point to point" way to shop for goods

Can not meet the "service" demand

This gives the complex business opportunities:

To vigorously develop the "service-oriented" business, we will continue to develop the "service-oriented" business. The development of "service as added value" consumption

will be able to go beyond the consumption of goods offered by online shopping platforms

and thus gain a competitive advantage!

Dining and entertainment is essentially a service, more focused on the experience

In the past

commercial business is to sell goods

that is, large-scale "shopping malls"

But

the maturity of the online shopping mode

the Internet shopping

But

the maturity of online shopping

and

the new generation of shopping

determines that "just selling goods" can not be a source of profitability

Imagine

the same goods sold

online does not need a storefront

and does not need labor

and

the same goods sold

online does not need a storefront.

The cost of selling the same goods

online does not require a storefront

and does not require labor

The cost of selling in the commercial sector

How can it be an advantage over the Internet?

But

the commercial body can provide on-site service

the same goods

can give customers more on-site experience

this sense of experience

the network can not be provided

naturally, become the exclusive advantage of the commercial body!

Dining and entertainment are essentially service industries

The key to service industry is customer satisfaction

This satisfaction is judged by on-site perception

The advantage of a commercial organization is the sense of on-site experience!

Naturally

Dining and entertainment become the main direction of the commercial body!

It is not surprising!

Dining and entertainment are dependent on the scene, which is the advantage of the commercial body

After the material abundance

Spiritual aspirations have become the mainstream of the urban consumer group

Each city

is seeking its own path of development

In the era of material deprivation

Coastal cities are more accessible to foreign cultures

The city of the sea has the advantage of being able to experience the world's most important cultural and cultural heritage.

Coastal cities are more exposed to foreign cultures

and become the gathering place of commodities

and also advocate the western consumer culture

Arms such as coffee culture

Shanghai, Beijing, Guangzhou

These cities

naturally become the domestic birthplace of the western culture

to form a certain consumer fashion community

Nowadays

every city

seeks its own way to develop

Nowadays

the network links the world

the flow of goods from one country to another has become borderless (no cities)

if the difference in borders of the goods as a claim

this kind of business thinking

no longer has the advantage of being the first mover!

But

the service industry

has regional attributes

and business philosophy attributes

which provides the conditions for commercial organizations to seek

self-expression of personality

arms such as: characteristics of the small town

is the hope to tap into the regional characteristics

to form an advantage

of the local community.

In the same way

the commercial body from its own resources

to take advantage of the scene advantage (on-site)

can be far more than the commodity differentiation

to form their own personality!

In the commercial embodiment of all goods and services

Dining, entertainment is the most need for the scene to support the direction of business

should be enlarged!

The multiplier effect of the consumer base of catering and entertainment is also the reason why commercial entities pay attention to it

Purchasing commodities

can only satisfy the demands of a single consumer

Because

commodities and demands are one-to-one correspondence

and

catering, entertainment

the vast majority of consumers

have the ability to purchase goods and services from the commercial entities. The vast majority

are not the demands of a single consumer

but rather the ****same demands of a group of consumers

Example: Dining

is basically for three or five people

****same consumption

****same experience

Another example: Watching a movie

is for at least two people (couples).

Simultaneous consumption

This shows

that dining and entertainment can bring in more consumer base

while bringing in more communication!

★★★★★

Consumption from pure shopping to service experience

This is the general consumption trend of the market

The scene conditions required for service

This is the commercial body's own advantage

Comprehensively

Dining and entertainment to become the main focus of the commercial body

The commercial body is the main focus of the market.

It is the product of "making the best use of the situation"!

Not surprisingly!

Hudson operates every article and empowers growth every day!

Dining, entertainment, these service industries, are high consumption industry, and can attract traffic, the development of other consumption, for other consumption diversion, the shopping malls need the most is the flow of traffic, more traffic, business is good to do.

Shopping, dining, entertainment, integration.

Now the e-commerce is too developed, the commercial center can only avoid its front!

The current layout of the commercial center is generally this:

1, the cinema is set on the top floor

The moviegoers are very purposeful, the theater is located in where the relationship is not great. From the commercial center point of view, moviegoers to go to the top floor of the process can by the way shopping, increase the chances of consumption; a few do not like shopping, you can also take the sightseeing elevator directly to the theater.

Therefore, the theater is a major attraction.

2, the supermarket is located in the ground floor or the second and third floors

Supermarkets generally sell fresh food and daily necessities, which is a necessity for consumers, and e-commerce in this area is not very advantageous.

For commercial centers, supermarkets are often the most crowded businesses. Some commercial center operators even run their own supermarkets, using affiliate transactions to reduce rental prices, making the selling price of goods lower. This will attract more consumers and boost the entire business center, thus raising the rent.

3, food and beverage in the higher floors

Dining is difficult to replace the business of e-commerce, is gradually occupying half of the commercial center.

Chinese and Western food, hot pot, buffet and other forms, everything!

4, gold jewelry watches are generally on the first floor

The unit price of these goods is high, through e-commerce sales for both buyers and sellers have a greater moral hazard.

5, digital, clothing, beauty, etc., one or two layers of the main.

The above are the commodities most affected by the impact of e-commerce, but due to the large demand, the physical store is not likely to disappear completely.

6, training and amusement

These are mainly to earn the money of children.

Now a variety of early childhood institutions have been stationed in commercial centers to fill the gap left by the retail industry; in addition, there are some amusement facilities.

7, other small businesses

For example, cell phones, watch repair, tobacco and liquor stores, etc., generally a commercial center on one or two.

The standard configuration of a large commercial complex is department stores, restaurants, movie theaters, children's playgrounds, bookstores and so on. Take Wanda Plaza, for example, the first floor is generally a variety of second floor department stores, that is, women's and men's clothing shoe stores, etc., but also contains a number of children's places to play, the third floor of the general food and beverage, the fourth floor is the Wanda Cinema. It can be said that these several industry models are complementary *** with the existence of.

So why do many shopping malls push dining and entertainment?

The reason is actually very simple. The purpose of promoting dining and entertainment is to attract customers to shop and consume, and in the end, it is still for a variety of department stores to serve. As we all know, the most important basis for the mall to maintain business is the flow of people, no flow of people, there is no consumption, so the mall will not survive. So how to attract traffic? Dining and entertainment are two very important ways to attract traffic. Take catering, no matter what time, food is the people, we all have to eat, right? Then this mall if there is a large number of food and beverage presence, it is invisible to form a very strong attraction, attracting people to this mall. General food and beverage will not be located on the first floor, one is the reason for the health of the second is located in the third or fourth floor, take the elevator up, especially by the escalator up to the first floor of the second floor of the department store will be in full view or must bypass them in order to walk up, then this process will show these department stores to them, if they have the need to come down to the shopping after dinner. And after the meal, they will also pass through these places to go back, which plays another role in publicity. The same applies to entertainment. For example, baby paradise, parents with babies to play will pass through these counters in the department store, then they see the possibility of consumption.

In the end, whether it is catering or entertainment is to attract traffic, so that the mall is lively, and the two industries themselves come with the attribute of attracting attention. The traffic will naturally lead to the consumption of other department stores.

In addition, catering and entertainment and department stores than up, easier to promote, meaning that people need more, so that the conversion rate is also very high, after all, department stores shopping is not needed every day, such as clothing and shoes, they have a cycle of use. So and catering entertainment compared to their re-purchase rate is not so high, the conversion rate is not so fast. So this point of view, is also an important reason for the mall to promote them.

The above is why many familiar commercial centers will pay more attention to dining and entertainment reasons. Personal opinion, do not like do not spray.