Offline Stores 2016, Three Big Situation Analysis

At present, the overall trend of offline stores in China is that it is rapidly extending from a second tier developed city to a three or four tier city, changing from the direction of large and omnidirectional to thematic and meticulous, evolving to the direction of youth, fashion and quality; site selection has also begun to shift to new business circles or suburban areas; service orientation also pays more attention to the theme of life matching and family entertainment.

But the market is highly frothy.

Under the impact, the development of weakness gradually.

1. polarization, reshuffle acceleration, concentration and monopoly become the trend.

In recent years, many

As a magic weapon to resist the impact of the electricity supplier, shopping centers are rapidly expanding, resulting in the rapid growth of shopping centers from insufficient quantity to excess.

Although the "shopping center craze" will cool down and return to rationality in the future, but in 2016, it is still unable to stop under the effect of investment inertia. The quantity is too large, the layout is unreasonable, and the supply speed is far beyond the demand growth, which is still the biggest bottleneck restricting the healthy development of mall in China.

As the economic climate index continues to slump, 2016 does not exclude the closure of shopping centers. After the first Domino dominoes fall, the chain reaction will be opened.

Once this happens, its concussion is far from that of a department store.

However, if the volume of flooding is not restrained, the collapse of shopping centres will be hard to avoid.

2. camp split, platform singing opera, "smart" will become shopping center standard.

Most shopping centers will face the choice of not entering the platform or entering the platform.

Although the shopping center can build intelligent platform in theory, but most of the shopping centers may choose to enter the platform if they are limited in technical strength, promotion ability and operation cost. Especially when meow street and flying people are heavily subsidized, many shopping centers can be difficult to resist the temptation to go on the pirate boat.

2016 will be meow street and flying people's "attack the land year", the parties will compete in the subsidy and play to attract merchants to enter, which is a rare opportunity for those "shopping centers" to promote and promote sales. With the shopping center's "side selection team", thousands of shopping centers in China may be divided into several camps. What kind of impact does this bureau have on the long-term development of the industry?

3. pformation is difficult, open and inclusive, department store or development direction.

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The biggest problem of shopping centers in China may lie in the disorderly planning, stalling, excessive growth and excessive volume, including difficulties in attracting investment, serious homogenization, and lack of professional talents. In addition, the economic downturn, the impact of electricity providers and the pformation of consumption have resulted in the enlargement of various problems, resulting in the overall growth of the shopping center is weak, and the profit is difficult.

Under the situation of "too many people," the past "original ecosystem" business model is hard to adapt to the future competition, and the theme of positioning, business differentiation and operation refinement can be a breakthrough.

For example, the artistic style of K11, IKEA's "fast fashion", Wanda city's focus on cultural tourism, science and technology, and the interactive road show are obviously different.

But there are few such shopping centers. Most of them still have the same format, identical layout and "face impact" brand, so it is difficult to get rid of the strange circle of homogenization and wait for pformation and adjustment.

It is China's experience to learn from and learn from other retail forms, to remodel from the dimensions of investment, cooperation and operation, to change the extensive and original management of "property companies", and to implement meticulous, precise and specialized operation management.

A major issue.