Shopping Center Grading Will Be Implemented This Month.

The shopping center classification standard began to be implemented in low key this month, which allowed the domestic shopping center industry to have a "star rating" criterion.

According to Nandu journalists, the "code" divides our shopping centers into four types and two levels. Among them, the "four type" refers to the urban, community, regional and otlis types. Then, on the basis of this classification, we evaluate the "two levels", that is, "Baoding" and "Jinding". Among them, the Baoding grade is the standard grade, and the shopping center is qualified starting grade. The Jinding shopping center will be generated on the basis of Baoding.

The evaluation and classification of shopping centers mainly include shopping center's format and brand, experience and management, service and facilities, integrity and harmony, safety and security, environmental protection and energy saving, information and intelligence, etc., and evaluate the business category, format coverage, brand ratio, vacancy rate, sales volume, passenger flow and rents of shopping centers.

In addition, the classification and evaluation of enterprises shall be voluntary declaration, and all shopping centers that run continuously for more than one year, with a floor area of 10 thousand square meters or above, can be declared to the provincial level, autonomous region, municipality directly under the central government and the rating agencies of cities under separate planning.

The requirements for the operation and management of the specification are considered to be stricter in the industry because many standards are detailed and standardized, which is very stressful for the operators of shopping centers.

For example, in recent years, many shopping centers in Shenzhen have proposed to build community based shoppingm all.

If these shopping centers want to get the community type "Jinding class"

Star titles must be spent on hardware and software.

In terms of category and format coverage, it is necessary to "cover three shopping categories and formats, cover four catering categories and formats, cover three service categories and formats above, cover more than one entertainment category and format"; the proportion of chain operation brand should be over 50%; the proportion of local brand names is above 30%; the vacancy rate is below 5%; sales volume is above 200 million yuan; average annual sales floor efficiency is more than 5000 yuan / square metre year; average daily passenger flow 10000 times; average annual rent efficiency is greater than 700 yuan / square metre year.

According to the insiders, in terms of the development level of the domestic shopping center, besides the standard of shopping mall in the first tier cities, the shoppingm all of other cities will be defeated before this series of hard targets. Because the "vacancy rate is below 5%" and "the average annual rent efficiency is more than 700 yuan / square metre / year" and other indicators are very high for the current shopping center industry.

The specification was originally introduced last year, and "dystocia" is the main reason for the delay in the industry as well as experts' opinions.

Many people in charge of shopping centers in Shenzhen said that they had heard about the specification before implementing the low profile regulation this month, but no specific version has yet been received.

After the implementation, the impact on the shopping center industry is considered to be the first "star rating" standard in the industry, which is of guiding significance to the whole industry of the shopping center. For example, the shopping center is rated as "Jinding", and its listing is very attractive to the domestic and foreign tourist groups.

A good shopping center is an affirmation.

However, there are many dissenters in the industry. Is your opinion focused on whether the rating really reflects the real business situation of the shopping center, and that the Jinding shop-pingm all will really be more competitive than other shopping centers?

Zhang Jinye, a prominent businessman in Shenzhen, believes that

"The starting point of the shopping center is good. It allows the entire shopping center to pition from disorder to order. The types, standards and services of star shopping centers are described in detail, which is of great benefit to the future development of shopping centers.

However, due to the different forms, themes, and target groups of shopping centers in China, it will lead to other problems if we evaluate the shopping center with an empty and solidified mode.

Because of the invisible hand of the market, the domestic shopping center industry has just started to take the road of differentiation. There are both high-end the Mixc and K 11. In addition, all kinds of SH O PPIN G M A LL with natural wind, original ecology and theme are developing rapidly in recent years, and there will be more choices and experience for consumers.

If we are going to grade according to the unified standard, will it stimulate the phenomenon of homogenization of shopping mall to a certain extent? In his view, "gold cup and silver cup are not as good as customers' reputation". The biggest problem of domestic shopping centers is that the business positioning is vague, the degree of refinement is not enough, and the market is not too keen to be sensitive, which requires operators to work hard.

Instead of spending energy on rating stars, it is better to strengthen product upgrading, product mix and service management, or let shopping centers have more star rings in the minds of consumers.