How To Manage And Manage Main Stores In Shopping Centres

Shanghai is a city in the forefront of domestic commerce, and its commercial prosperity is very high. Chia Tai Plaza is located in the golden section of Lujiazui, Pudong, Shanghai. The total building area is close to 250 thousand square meters, with 10 floors on the ground and 3 floors below the ground, with more than 250 shops, with an average daily flow of 180 thousand people. The shops with larger traffic volume include B2's Lotus supermarket, 1F's ZARA, 2F's H&M and C&A, 3F's Muji, 4F's Toys R & D, 5F's Sports City, McDonald's and KFC, 8F's ice rink, etc. These shops attract a large number of consumers who come to shopping centers, and even many consumers come to these stores to spend. It is precisely because of the existence of these shops to provide strong passenger flow support for Chia Tai Plaza.

Beijing Yansha shopping center is located between West Third Ring Road and West Fourth Ring Road in Beijing, with a total construction area of 680 thousand square meters. The Yansha shopping center focuses on leisure, entertainment, catering, shopping and other formats. It accommodates more than 1600 brands and becomes the most important business place in the west of Beijing. It attracts consumers in the surrounding areas and consumers in Haidian District.

The main shops of Yansha shopping center include the home of the Yansha shopping mall, Yansha shopping mall, Guizhou friendship department store, bu bee lotus supermarket, Xing Mei cinema and so on. These stores meet the consumption needs of most consumers. From these two examples, we can see that shops like supermarkets are almost consumers' patronage places, so that there will be some fixed passenger flows. In addition, the existence of KTV, cinemas, ice rink, gyms and other entertainment formats allowed consumers to extend their stay in shopping centres. This will not only ensure effective passenger flow, but also increase the probability of consumer spending.

Shopping centers earn profits through rents and other income. Shopping centres want to earn high rents, so they must earn high sales volume first. Sales in addition to product prices and other factors, the most important thing is the need for passenger flow support. This is a good profit model. It is also the best way to win a win-win situation between shopping centers and businesses. If a shopping center has no passenger flow, businesses will naturally not make money. The end result of the loss of business is the withdrawal of tenants and the closure of shopping centres.

Of course, shopping centers can recruit new brand management, but no matter which format or brand, they need the support of traffic volume. One of the important factors of brand location is passenger flow. Therefore, shopping centers need to consider clearly when planning investment, what kind of formats and brands they need, and how to combine various types of shops to attract customers to patronize them. The supermarket mentioned above is one of the most important forms of attracting consumers. Such shops exist to attract consumers into loyal consumer groups. It should be noted that different formats have different consumer groups, and the attraction of different brands to consumers is also different.

In a sense, the main store is a relative product, not absolute. As mentioned before, department stores, supermarkets and other formats do not exist in every shopping center. But every shopping center has a main store, or even a main store on every floor.

For example:

Raffles Plaza in Shanghai is a commercial project integrating office buildings and shopping centers. The shopping center has 46000 square meters, 7 floors on the ground and 1 stories on the ground, with 8 floors. In addition to 7F's fitness center, there are no traditional main store formats, such as supermarkets, department stores, etc. But the passenger flow here is very large. Of course, this is closely related to its good location and convenient subway traffic.

In addition, the Raffles B1 layer connects with the subway exit, sending a large number of passengers to Raffles daily. In addition, the brand selection and combination of shopping centres is also commendable. Like the NOVO shop that occupies two floors of 1F and 2F, and SPORT100 shops that also occupy 4F and 5F, due to the large number of brand collections, the products are very personalized, and are more attractive to consumers. In addition, the location of Raffles is very special, abandoning the practice of traditional shopping center department stores, supermarkets and cinemas. A lot of fashion brands that are popular among young people, such as MISS SIXTY, GUESS, CK JEANS, Levi 's, Hong Kong restaurant, etc., have been assembled. These shops themselves have a certain ability to collect customers, and their brand influence is relatively large. They can produce the effect of main stores. Their presence makes it a very influential Shopping Centre for young people.

The same is true of Xidan, Beijing. Xidan Joy City is located in Beijing A-level business district, Xidan, excluding office buildings and hotels. The volume of shopping centers is 110 thousand. There are 11 floors on the ground and 4 stories on the ground floor. Besides B3 and B4, they are all commercial areas. In the Xidan area, where the shopping mall is concentrated, joy city insists on its unique positioning of young fashion, locking the target consumer groups in the 18-35 year old young people, gradually gaining wide acceptance in the market and becoming a paragon of Beijing's business learning. At present, the passenger flow of Xidan's joy city is maintained at around 150 thousand, and the peak period can reach 200 thousand.

Analysis of the format and brand portfolio of joy city can be found: the brand of joy city is dominated by young fashion, such as 1F's ZARA, H&M, CKJEANS, GUESS, MUJI Muji, 2F Okaso, G2000, BELLE, 3F UNIQLO6F, Hong Kong, bean fishing room, KFC, etc. Besides 10F has a cinema, there is no traditional department store in Joy City, and there are no large supermarkets in addition to Wanning convenience stores. However, shops like ZARA, H&M, MUJI Muji are very attractive to consumers. Consumers often say that they come to Xidan to rush to these brands.

As can be seen from the example above, there is no restriction on the main store. Large to tens of thousands of square meters of department stores, supermarkets, small to hundreds of square meters of clothing, home stores, etc., through the combination of formats. brand The collocation can play an attractive role in attracting tourists.

In the process of investment promotion, shopping centers should first consider how to set up the location of main stores, and what effect will they play? Different positions have different effects.

If you want to attract tourists, you can set up the main store in a relatively remote location, so that the shops along the way can share the passenger flow to the main store and from the main store. If you want to gather popularity, you can put the main store in the display area and the better location. In this way, the first thing that consumers see in the shopping mall is the lively atmosphere, which makes the consumers impress and enhance. Shopping Mall Image. But the main store also needs to shape and develop its own brand. Naturally, it is unwilling to compromise and be placed in a remote location.

At the same time, as a significant influence on the passenger flow, it has a very strong bargaining power. In this way, we need to communicate with the main store, sometimes even sacrifice some rental conditions, such as rent, rent free period and so on. Therefore, the location choice and the rental income of the main store need to be constantly running in order to achieve some balance.

How to make use of the passenger flow brought by main stores? This is a problem that is constantly researched and discussed. There are many factors to consider, such as the composition, age and income level of passenger flow. No less than passenger flow analysis of shopping centers. The flow of passengers from different main stores is obviously different.

The crowd structure of cinema is obviously related to the time period. The whole consumers are mainly students and white-collar workers. Most of them are white collar workers on weekends and in the evenings. Because of their half price on Tuesday, there are more customers. Cinema brings passenger flow, and it increases the residence time of consumers in shopping centers. If we can make reasonable use of them, we can generate more consumption. The crowd structure of supermarkets is different. There is a certain gap between the supermarket and the supermarket.

Supermarket passenger flow The purpose is strong. If it can't be guided by effective way, it is very likely that consumers who have finished the supermarket will go home directly with bags, so that they can not be used. Therefore, how to match the format and brand with the main store needs to consider carefully how to adapt to the formats, brands and products of the consumer groups, and stimulate the purchasing power of the consumers, so as to make better use of the passenger flow brought by the main stores.

The main store is dynamic, which mainly depends on the influence of the main store on the consumers and their business ability. Some brands have been able to attract many people to patronize, but because of their poor management, they can not continue to attract consumers. So the contribution of such brands to passenger flow is greatly reduced, and it can no longer become a main store.

Like many years ago, Baleno and other brands, the most brilliant time to open a few thousand square meters of comprehensive store INBASE, but now no one is interested in, and began to transform, to fashion closer. Like some local supermarket brands, after the continuous entry of foreign brands into China, the fierce competition environment leads to a continuous decline in profitability, coupled with a gap in management level, which finally leads to the loss of Mai Cheng. Such brands gradually lose market share, and gradually lose the favor of consumers. Finally, they no longer have the ability of main stores.