Tianjin's Department Stores Are Polarized.

　　 Tianjin In the first half of the year, the per capita consumption expenditure of urban residents was 10616 yuan, an increase of 9.1% over the same period last year. Under the boom of commercial real estate, many developers have focused their attention on shopping centers or commercial complex projects, such as Hongxing real estate, which has entered the commercial field in an all-round way, and said it will invest 100 billion in the development of red star business. The popularity of Tianjin's traditional business district, Xiao Bai Lou and Binjiang Road business circle has been rising. In the new shopping center in Tianjin, the joy city has sprung up. The theme theme activities have created a new understanding of Tianjin residents' experiential consumption. However, after shopping centers springing up in Tianjin, not all shopping centres operate well as expected, but they seem to be left behind. In this regard, Sohu focus on the status of Tianjin shopping center in-depth investigation, and invited experts to comment on whether there is an excess of Tianjin shopping center trend.

　　 The blowout phenomenon in shopping centers highlights the over half of China's built shopping centers.

According to the summary of Tianjin real estate market in the 2013 half year of DTZ, the total number of new shopping centers will peak in 2013. About 20 shopping centers will open in 20 major cities, and the average area of new shopping centers will exceed 80 thousand square meters. It is estimated that by the end of 2015, the supply of some second tier cities will double. Since 2009, developers have been transformed into commercial real estate, and the development of shopping centers has sprang up, prompting a sharp increase in the opening area in recent years.

Shopping centers have become one of the most conspicuous business forms in China. According to the latest research by World Bank Richard Ellis, as of May this year, the total number of shopping centres built in the world has reached 32 million square meters, up 15% (28 million square meters in 2012), reaching the highest level in history, while the total area of shopping centers built in China accounts for more than half of the world's total, reaching 16 million 800 thousand square meters.

From the Tianjin market, from 2009 to the present, the large-scale commercial and trade facilities built in the city each year amounted to about 3000000 square meters and invested nearly 50 billion yuan. From the comprehensive commercial body of Yueyue City, Shui Youcheng and Wanda Plaza to 320 thousand square meters of Galaxy shopping center, from dozens of large commercial facilities such as friendship boutique Plaza, Yong Wang Meng Le, and so on, to dozens of characteristic commercial blocks, such as Italian style district and Drum Tower commercial street, in a few years, the overall scale of Tianjin's retail market has increased rapidly.

　　 The advantages of traditional business circles are still new, and shopping centers are polarized.

Shopping centers in Tianjin's major business circles, Xiao Bai building business district and Binjiang Road Peace Road business circle, as Tianjin's traditional business circles, continue to maintain their existing advantages due to their core geographical location and traditional shopping habits, and are very popular in the evenings and holidays. The official of Tian You City, who is about to open in September 1st, said: "the tradition led by Binjiang Road and Heping Road. department stores After hundreds of years of accumulation, Tianjin has a very solid reputation in the consumer group, which has penetrated into the subconscious consumption concept. He also said that at present, the business situation in Tianjin is more complicated. The second and third generation products of Wanda Plaza have opened up a new look for Tianjin's business, and we have seen a brand new brand. business model 。 In the past 3 years, the transformation mode has begun to merge. Housing, community and commerce are closely integrated. At the same time, the most accurate location and quick replication business model of dajoy city is most dazzling.

In the past two years, Xiaobian found a very serious polarization phenomenon in the new shopping mall, such as the successful business mode of the great joy City, which was not very common. Instead, some shopping centers located at the beginning of the opening stage appeared to be left behind, and only rely on food and entertainment in the shopping center to drive the passenger flow. Regarding this, the relevant person in charge of Joy City said: "Joy City is not in the traditional business circle, but by virtue of precise positioning, brand combination, experiential consumption mode and convenient supporting facilities, it has gradually grown into a new landmark of Tianjin fashion. This is due to the experiential consumption mode of joy city. Experiential consumption mode is different from traditional business. It pays more attention to consumers' participation, experience and feelings, and also requires higher commercial form for space and environment. From the construction of the environment to the expansion of experiential formats, from the mix of formats to the planning of theme activities, Joy City has brought new shopping experiences to consumers in Tianjin.

Cong Yi, a professor at the school of economics, Tianjin University of Finance Economics, said that many large shopping centers in Tianjin are not at the same level as they were at the beginning of their business. In addition, some high-end projects with large volume will need a certain period of digestion.

　 China's per capita commercial area is overgrown and homogeneous development is like digging its own grave.

As early as 2006, Kearney, a world-renowned management consulting firm, pointed out in its global retail development index that the retail market in China was becoming more saturated. In 2011, the per capita commercial area in Shanghai, Hangzhou and other places had entered the ranks of surplus. At that time, the per capita commercial area of Shanghai was 2.5 square meters, which exceeded the 1.2 square meter of the per capita commercial area of developed countries.

In this regard, Tianjin University of Finance Economics Economics Professor Cong Yi said that the homogenization of the expansion will inevitably lead to an increase in the vacancy rate of shopping centers, find a suitable direction for their development, and combine the current trend and consumer habits to create personalized shopping centers, which is the focus for developers to focus on.

As for the development of Tianjin's future commercial shopping center, Professor Cong has maintained a positive and optimistic attitude. He told Xiaobian that in the academic circle, a very extensive topic is whether a city should first mature and build a complete set, or build a complete set before it matures. He believes that the current mode of China's first construction is no problem. Any market needs to be digested from beginning to maturity, and we should be patient and wait for this booming period to come.