#Commercial "make" up

This December

China Business Experience Creator Festival, "make" intention to attack

make scene, content, experience ......

There is no "made", only unexpected

Push open the door of the retail world,

will find: they have long been "made"! "

The world of retailing has been a long time in the making!

Brewing a whole summer, the shopping center finally in the Mid-Autumn Festival, National Day "double festival" heard the sound of 2020 people surging.

The Imperial City of Beijing, 8 days long vacation received 9.982 million visitors, an increase of 8.4%, gradually out of the haze of the second epidemic, advanced to the commercial recovery, rebound first echelon. To "national tide, national goods, national style, national charm" as the main line of creative marketing, in the major shopping malls in turn staged.

The magic city of Chongqing, the number of tourists influx of foreigners during the double festival of more than 247 million, the key monitoring business enterprises to achieve retail sales of 27.62 billion yuan. Among them, the net red punch card mall Chongqing Raffles, passenger flow reached more than 2 million people, sales of nearly 90 million yuan.

South China's Shenzhen, Dongguan, organic farms, cherry pills show, mid-autumn parade exhibition ...... major shopping centers more than big moves, unlocking the fresh gathering of customers play. It is reported that throughout the double festival, China Resources Group's "Wanxiang" series of shopping center project retail sales of 2.947 billion yuan.

This bottoming out of the customer flow is of course a result of the third quarter's accumulation of customers. According to the data of 1,715 shopping centers (with a commercial area of 30,000 square meters) in the first, second, third and fourth tier cities of China monitored by Ying Shang Dada, by the end of September, the average value of passenger flow of the sample projects had recovered by more than 100%.

Although the epidemic new foreign imported confirmed cases, as well as as asymptomatic infected people are still continuing to report, September customer flow recovery slightly down, but in terms of the general trend: October-December is still a shopping center to grab income to make up for the loss of a good time.

First, the recovery of the momentum highlighted, the "Double Festival" traffic recovery to the New Year's Day 71.8%

Review of the first three quarters of the epidemic to the entity of a heavy blow to the business, the first quarter of the flow of traffic experienced from the February cliff fall, to March, a large rebound in the fluctuation process. The first quarter passenger flow experienced from February cliff drop, to March rebound fluctuation process. Into the second quarter, passenger flow fluctuations gradually become stable, June's passenger flow fluctuations of 7.5%. And July and August also remained at a level of about 10%.

From the perspective of monthly average daily passenger flow, February-August has always maintained an upward trend, and the passenger flow of each tier-level city has increased month by month. Due to the end of the summer season in July-August, coupled with the recurrence of epidemics in some areas, some urban shopping malls in September traffic has fallen, but it is difficult to stop the recovery trend.

From the average daily traffic of 50 shopping centers in 12 selected cities, weekend and holiday traffic did not show significant fluctuations in February-April, while in May-September, weekend and holiday traffic significantly exceeded that of weekdays, reflecting the restoration of consumer confidence and the return of leisure shopping lifestyles to the right track.

This year's National Day, Mid-Autumn Festival "double festival" period, the number of holiday travelers increased significantly, the major attractions ushered in intensive human fireworks. According to the Ministry of Commerce statistics, October 1 to 8, the national retail and catering key monitoring enterprise sales of about 1.6 trillion yuan, the average daily sales than last year's "11" Golden Week growth of 4.9%.

Major shopping malls have also seen an intense flow of customers. According to the monitoring of Ying Shang Big Data - MALL Eye, compared with the New Year's Day holiday, the average daily flow of 50 typical shopping centers during the "Double Festival" period has recovered by 70%.

In order to meet the consumption peak of the "Double Festival", major shopping malls launched a variety of offline activities, introducing thematic IP exhibitions, concerts, art exhibitions, creative bazaars, interactive experiences, food festivals, and other forms of special events to attract customers.

For example, Beijing SKP and SKP-S have organized traditional folk activities such as "Mid-Autumn Festival, Painting Rabbit Master" and "Handmade Scented Sacs"; and Chaoyang Joy City has organized a cultural exhibition of Modern Sky's periphery.

Joy City Holdings "Double Festival" performance hot rebound, commercial project sales of 804 million yuan, an increase of 10% over last year, compared with the weekday 23% increase. At the same time, the average daily sales of the four Joy City projects in Xidan, Chaoyang, Shenyang, and Nankai, Tianjin, exceeded 10 million yuan.

Second, the first tier MALL strong return, the recovery is still less than the second and third tier cities

July, total retail sales of social consumer goods is still declining, the decline rate of 1.1%; in August, the total retail sales of social consumer goods 3357.1 billion yuan, a year-on-year increase of 0.5% for the first time this year, to achieve a positive growth for the first time this year. Under the effective prevention and control of the domestic epidemic, the public's enthusiasm for consumption is gradually picking up, pulling the physical business traffic recovery.

Looking at cities by tier, from February to June, the customer flow of shopping centers in second-tier cities was still lower than that in third- and fourth-tier cities. in June, the customer flow of shopping centers in second-tier cities had recovered to 94.5% of the pre-pre-epidemic level, while that of third- and fourth-tier cities was 95.9%, with the gap between the two narrowing.

And in July, in addition to the first-tier cities recovered to 98.6%, the rest of the cities are more than 100%, second-tier, third and fourth-tier cities, the degree of recovery is only 0.1% difference.

In mid- to late-July, Beijing has had 15 consecutive days of no new reports of new local confirmed cases of new coronary pneumonia, and the emergency response level has been adjusted from Level 2 to Level 3. Since July 24, Beijing's theaters have resumed opening for business in an orderly fashion.

With the lifting of the epidemic in Beijing, the first-tier city's patronage returned to 108.7% of pre-epidemic levels in August, and 107.1% in September, as the momentum of the recovery held steady.

From a city-specific perspective, Beijing's passenger flow did not begin to slowly return to normal until August, returning to 105.8% of pre-pre-epidemic levels in September; Shenzhen's passenger flow recovery remained stable in July and August, and then was curbed in September due to four new cases of asymptomatic infected patients; Guangzhou and Shanghai maintained passenger flow recoveries of more than 100% from July to September.

Other second-tier cities saw a few percentage points of decline in traffic recovery due to the recurrence of the epidemic, but the impact was not significant.

In terms of business districts, municipal and mature business districts were the ones that were more affected by the epidemic, but had a stronger recovery momentum. 116.3% of municipal business districts recovered in August, while 113.8% of mature business districts did so.

Overall, all types of shopping districts recovered more than 100% of their average customer traffic in the third quarter.

Among the first-tier cities, Beijing took the lead in restoring passenger flow in August over the pre-epidemic level of business districts: CBD, Chaoqing, Sanlitun, Yansha, Yizhuang, etc., and there were already 25 business districts with a degree of recovery of more than 100% in September; most of the passenger flow of the business districts in Guangzhou, Shanghai, and Shenzhen recovered to the pre-epidemic level from July, and the degree of recovery of more than 100% of the business districts in September was 17, 36, respectively, 9.

In the 13 typical second-tier cities selected, except for Wuhan's Zhongnan shopping district, all other shopping districts recovered to the pre-epidemic level of more than 100% in July-September, and Chengdu's Chunxi Road shopping district even saw an increase of more than 50% in August.

July slightly "fall behind" in the South Central business district, September passenger flow to restore the degree of ushered in nearly 45% of the explosive growth.

Winning Business Data - Winning in Location shows that as one of the five major business districts in Wuhan, the Zhongnan business district has three shopping centers, Wuhan Zhongshang Plaza, Wuhan Langhui Starlight 68, Wuhan DIC DSM, and one independent department store, Wuhan Yintai Department Store (Century Store).

From the surrounding supporting point of view, there are 13 residential areas in the business district, 8 office buildings, the base of its own customer base is large, is the premise of the recovery of the customer flow of the shopping malls in the district; in addition to the business district of food and beverage, apparel and retail business in the area of a large number of stores, the number of street stores are also large, there are more than 300, respectively, 600 stores, which are the epidemic under the situation of sucking customers relatively obvious form of business and commercial space.

Third, all types of shopping centers have recovered more than 100% of the average value of passenger flow, Hong Kong / foreign-invested malls are the most eye-catching

According to the Winning Business Big Data monitoring, to September, the country's first, second, third and fourth-tier cities, 1,715 shopping malls (with a commercial area of 30,000), the passenger flow has recovered to the epidemic.

Looking at the attributes of developers, Hong Kong/foreign enterprises' shopping malls have recovered better, followed by centralized enterprises, state-owned enterprises, and private enterprises, with the four types of enterprises recovering more than 110% of their customer flow in September.

Foreign-funded enterprises are mostly listed groups, and their management ability is stronger overall, and they have resumed production faster after the epidemic, such as Plaza 66 in Shanghai, and IFS in Chengdu and Changsha, which have seen a 20-40% increase in traffic compared to the pre-epidemic period.

Specifically, for Hang Lung's two major properties in Shanghai, a major city in the Mainland - Plaza 66 in Shanghai and Plaza 66 in Shanghai Grand Gateway - the customer flow of these two upscale shopping centers recovered to 50% of the epidemic level in March, and then fully recovered to the epidemic level in June, and in the third quarter, it even celebrated 20%, 30% increase in customer traffic.

According to the half-yearly report, Shanghai Plaza 6600 million yuan, Shanghai Grand Gateway 6600 million yuan during the period recorded revenue of 861 million yuan, 453 million yuan, an increase of 4% and 15%. In terms of retail sales, they achieved year-on-year growth of 7% to 17% respectively.

Behind the growth, on the one hand, is the result of Hang Lung's timely adjustment of its business strategy since the epidemic. Taking into account the overall changes and trends in the target market, Hang Lung has joined hands with brands to strengthen the interaction between consumers online and offline. For example, the brand's selection section is regularly launched in the WeChat mini program to recommend exclusive or limited-time fashion items to customers; and to create more exciting and creative content to attract customers to visit and consume at the store, and extend their stay.

On the other hand, tax liberalization has also stimulated the rebound of luxury spending after the epidemic. Since May 1 this year, Shanghai Plaza 66 has become the first centralized tax rebate point in China.

It is not difficult to see, under the epidemic, upscale shopping centers have become the rapid recovery of passenger flow of a lone show, September's passenger flow recovery degree of more than 120%. For example, the first phase of Nanjing Deji Plaza recovered more than 230% in September, and the second phase more than 160%, which shows that the domestic consumption vitality is breaking out.

In terms of different years of operation, projects within three years of opening are recovering faster, with traffic recovering by more than 120% in September. These projects are mostly "Netflix" and are more likely to attract young consumers.

For most of the old project, just on the commercial golden age of youth malls, "keep the river mountain" is not easy. And regardless of the "location" and other external factors that do not transfer to the will of the mall, the chaotic line design, old and boring beauty, mixed industry matching, backward business philosophy ...... from time to time so that some of the old shopping centers in the pattern of the younger generation in front of the unbearable.

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