Why are there only 3 restaurants left in some shopping malls, but some are difficult to find?Run dozens of shopping malls to find the law

Recently, the leasing rate and passenger flow of the shops in Shanghai Shopping Mall have attracted much attention. Some consumers have found that some shopping malls quickly recover from the impact of the epidemic, but they are crowded; What is the reason that causes the popularity of the mall to be "two days of ice and fire"?

The reporter of the Shanghai Rumor Platform walked the streets in the past month and directly hit the status quo of different types of shopping malls, hoping to find the rules behind the uneven cold and cold.

The recovery of unique shopping malls is the fastest

On -site visits found that services with unique characteristics and operating can achieve dislocation competition, and their popularity has risen rapidly.

In the central urban area, the IFC shopping malls in Lujiazui Business District, the Lafos Plaza of the People's Plaza Business District, the Huaihai Road Business District's environmental trade IAPM shopping mall, etc., is not low popular.

Taking Lujiazui as an example, in addition to the office workers in the office prefer of IFC malls, many consumers have made a special trip to IFC shopping malls on weekends. In the mall, the major international first -tier brand stores have taken current restriction measures, and many customers wait in line at the door. Some consumers told reporters, "The service here is in place. Whether you buy it or not, the waiter will introduce it in detail. It is also a enjoyment to rest in the store by the way to understand this brand." In front of the VIP platform, we came to handle the customer's long queues for the customer who changed the points for shopping and received free parking coupons. "It's full of rent." Relevant staff of Sun Hung Gama revealed to reporters.

In the IFC shopping mall, the major international first -tier brand stores have taken current restriction measures, and many customers wait in line at the door.

In the IAPM shopping mall of environmental trade, the brand's "entry and exit" has become the norm, and recently adjusted 14 brand stores. But this does not affect consumers' desire to go shopping. On the contrary, many consumers prefer freshness. Some consumers say: "As long as you visit Huaihai Road, you will definitely come to the traded IAPM. , Frequent Shin -Xin. "

Similar to these shopping malls, the passenger flows of Xingye Taikoohui, Qiaotan Taikooli, Jing'an Kerry Center, and Hong Kong Hui Henglong are not low.

The non -main urban business district has paid more attention to the performance of recovery. The reporter came to MEGA, Jiading Nanxiang Impression City on one working day in August. He randomly selected a number of restaurants and other places. It was found that the average of 2 hours would be available to seat. The skating rink, runway and open -air basketball courts with their own malls have also attracted many sports enthusiasts.

On the afternoon of the working day, the door of many restaurants in the MEGA in the MEGA of Jiading Nanxiang Impression City lined up.

Nanxiang Impression City MEGA, Qibao Wanke Plaza, Xinzhuang Weizhen Impression City, Songjiang Impression City, Caoheyu Impression City, AI Plaza West Bank Fengchao, etc. all belong to India Group. India Shanghai said that the sales of various projects have resumed nearly 100%. From the map, Nanxiang Impression City MEGA and Qibao Wanke Plaza have avoided the main urban area and the city's sub -center with high density of the mall, but they are located in the core of the suburbs and close to the intensive residential areas of the subway station and surrounding areas. They have formed dislocation competition with the main urban mall, which can radiate residents in the region to the greatest extent. For many people, these shopping malls are the "shopping malls at the door" in the real sense, so they are very popular.

Yinli Shanghai shopping centers above 50,000 square meters. Picture source: WeChat public account "Mr. Mall"

Many shopping malls have "flaws" before

From the field of visits, some shopping malls are relatively deserted. For example, in the Yalong International Plaza near the world of Huangpu District, most stores have stopped business, the lights in the mall are very dark. Still running. For another example, in the North Shanghai Life Plaza in Baoshan District, there are almost no people at noon on working days. Except for brand mobile stores and a few catering shops, a large number of shops have stopped business.

In the Yalong International Plaza in Huangpu District, most stores have stopped business, and the malls have closed some public common lighting.

A large number of shops have stopped business in the North Shanghai Life Plaza in Baoshan District.

There are also the status quo of some shopping malls that there are not many vacant stores, but the overall passenger flow is not high. However, the surrounding residents and office workers said that the business of these malls before the epidemic is also relatively average, and the passenger traffic on the weekend is slightly more than usual.

"Therefore, the number of passengers in the mall cannot be blamed on the epidemic. Some shopping malls exist before the epidemic." Industry insiders commented that many shopping malls have good conditions, but there are more or less moving line design. Reasonable and large -scale management and improvement of space have limited the development of malls. In addition, the investment strategy of some shopping malls also has problems, which has led to the mall in the period of brand adjustment, and the phenomenon of "opening and openness" in the malls is more common.

Taking the shopping malls on the walking street of Nanjing East Road as an example, in the golden area, the popularity of different shopping malls is very different. For example, the Square Plaza was very popular with young office workers, but has not been adjusted for many years. When the reporter visited, it was found that consumers were generally high. There are also consumers complaining that the signs in the mall are unclear, the management is chaotic, and the shopping experience is extremely poor. The New World Okura Department Store and the new world city that have been refurbished soon is another scene. The lights are bright, the instructions are clear, and the passenger flow is obvious.

How to adjust the format?

Many people in the industry suggested that although the epidemic has challenged business operations, it also urged malls to adjust as soon as possible. Through recent visits, the reporter found that some formats are more likely to be favored by consumers.

First of all, the drainage effect of the catering industry is still obvious. At Yalong International Plaza, although most of the shops have been closed, near dinner, the red armor and Chongqing Gao Laojiu hot pot restaurant at the second floor of the mall lined up. In the dark atmosphere of the mall, these restaurants are still noticeable. Similarly, the overall passenger flow of Shimao Plaza is not high, but Haidilao on the 8th floor of the West District and other restaurants in the mall are not short of popularity. Industry insiders said that in terms of returns to malls, catering is often not as good as other formats such as brand stores. But in attracting passenger flow, the appeal of characteristic catering is still strong. Some consumers bluntly said that there is only one purpose to go to the mall -to find a place to eat. Faced with such a consumer psychology, it is necessary to think about how to balance the relationship between catering and other formats. Perhaps the drainage effect of catering can be used to break the deadly pattern of some shopping malls.

Secondly, the traditional retail industry needs to focus. With the popularity of online shopping, many people no longer go to the mall to buy clothes, but some products still need to be interactive and experienced before ordering. For example, Hongqiao Nanfeng City has previously focused on parent -child consumption, and there are many teaching institutions. After these institutions closed, the mall quickly added a number of digital brand stores and leisure experience stores to win some consumers. In addition, compared to traditional clothing and hats, the popularity of sports brand stores is generally higher. From the statistics of multi -party, whether it is the traditional popular brands such as Nike, Adidas, Anta, Li Ning, or Lululemon, MAIA Active and other former niche brands and emerging brands, they are planning to expand the store. Behind this, consumers pay for "health". Then, the mall can be voted in what it is.

Third, there are shops with specific selling points and integrating a variety of consumer scenarios, which are expected to replace traditional retail and become a new highlight of the mall.

For example, on the 5th floor of Xintiandi Plaza, 99%of consumer destinations are laughing fruit factories. At the 90 -minute performance, the fare was about 100 yuan. After watching the performance, I ate a meal in the mall and talk about the performance with my friends. The unit price naturally increased.

一些细分市场的体验项目也成为商场内的新星：健身房类型正不断细分，包括传统健身房、私教工作室、瑜伽馆、普拉提馆、舞蹈房、攀岩馆、卡丁车馆、射击馆、 Swimming pools, ski resorts, equestrian, VR game hall, etc.; Pet economy also brings new formats, various pet shops have become emerging stores that attract young people; and trend exhibitions in the mall, etc., also show the diversity of shopping mall formats And can expand space.

Liberation Daily · Shangguan News Original manuscript, reprinting without permission

Author: Bai Lu Che Jianan

WeChat editor: nano

School pair: Feifei

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