Shopping is no longer the main category of shopping malls, and catering, entertainment experience and retail account for almost 1/3 of the business center. Why? 1. Demand for upgrading people's consumption.

with the improvement of the people's material and cultural living standards, the traditional business with shopping as the main consumption scene, namely department stores, has not adapted to the consumption needs of the new era, and people prefer the one-stop consumption scene of eating, drinking and shopping.

After 2111, the once vigorous department store industry declined rapidly, and large-scale comprehensive commercial centers with 51,111 square meters and more than 111,111 square meters were opened one after another. The new commercial centers integrated catering, bookstores, cinemas, KTV, physical exercise, children's paradise and community services, which met almost all the consumption needs of the residents.

when a family goes to a place, it can meet the needs of all consumption scenes, such as shopping, eating, watching movies, children's amusement, gathering and eating, singing K, etc. The traditional shopping-oriented department stores have to transform into shopping centers and introduce catering and entertainment experience formats to attract and retain customers' time. 2. Retail formats need the attraction and drainage effect of catering and entertainment formats.

department stores that once bought and left, and then bought again next time, are no longer the only places to shop under the impact of e-commerce.

the passenger flow of department stores is seriously diverted by e-commerce, and the one-stop consumption of comprehensive shopping centers has greatly absorbed the passenger flow of the original department stores, so the retail format based solely on shopping has been difficult to survive.

Retail needs the attraction and drainage effect of catering and entertainment formats.

Let customers go shopping, buy and stay for dinner, and after eating, they can play, so that customers can come more and stay longer, and promote retail sales. 3, catering also needs retail.

But shopping malls can't be without shopping formats bought in buy buy.

if there is only catering and entertainment, during non-meal time and non-weekend time, the whole venue is empty and there are few consumers. The operation mode of the shopping mall is single, the income cannot be guaranteed, and the customer's consumption experience will be extremely poor.

Shopping malls must retain the basic functions of non-meal retail shopping, and the retail format still accounts for the first place in shopping centers, contributing almost the largest share of sales and gross profit to shopping centers.

of course, retail and catering are mutually matched and drained, and * * * can both improve the sales performance by enhancing the consumption experience.

we will find that a good shopping center, its catering brand and retail brand are all favorite brands of consumers. Summary: Catering and retail are interdependent and both are the two pillars of shopping centers.

catering and retail are the main categories of shopping centers, which support the passenger flow and sales performance of a shopping center.

If a commercial center wants to be successful, it should have not only good retail brands of clothing, shoes and hats, but also local shops and brands that consumers like to eat, drink and have fun. Only in this way can it attract more passengers, retain customers to stay in the store for more time, generate more consumption and bring more achievements and profits to the mall.

Therefore, the integration of shopping, catering and entertainment experience will make such a commercial center have a better future.

I'm Huang Hande, a national senior marketer, and I have been engaged in entity management in 2117!

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Question asked: Why don't commercial centers take shopping as the main push, but pay more attention to catering and entertainment? Question keywords: business center

business center: a comprehensive business entity that meets various consumption needs of surrounding customers

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As residents of urban life

we should be able to find

the vein of urban real estate development:

It is a single business entity with single shopping function

gradually

integrating other functions of "eating, drinking and having fun" <

reason:

the development of urban internet economy

the integration of "payment and distribution"

into a virtual shopping platform

diluted the consumer level of the complex!

thus weakening

the "shopping" function of the complex

the complex with simple shopping function

is declining

and "after 11" has become the main consumer of the market

If shopping continues to be the main supply mode

the complex will lose its commercial value!

However,

Internet shopping can only provide a "point-to-point" way of shopping goods

It can't meet the demand of "service"

This gives the complex business opportunities:

Vigorously developing the consumption mode of "taking service as added value"

will be able to exceed the consumption of goods provided by online shopping platforms

and gain a competitive advantage! The essence of catering and entertainment is service. Pay more attention to experience.

In the past,

the business of commercial bodies was to sell goods

that is, large-scale "shopping malls"

But

the maturity of online shopping methods

and

the new generation of shopping methods

decided that "pure commodity sales" could not become the profit of commercial bodies. Source

Imagine that

the same commodity sales

network does not need storefronts

nor labor

How can the cost of commercial sales

be superior to the network? !

But

businesses can provide on-site services

The same goods

can give customers more on-site experience

This experience

The network can't provide

naturally become the exclusive advantage of businesses!

Both catering and entertainment are service industries.

The key of service industry is customer satisfaction.

The judgment of this satisfaction lies in on-site perception.

The advantage of business body is on-site experience!

naturally

catering and entertainment have become the main direction of business! !

it's not surprising! The dependence of catering and entertainment on the scene, It is the advantage of the commercial body that

after the material is rich,

spiritual appeal has become the mainstream appeal of urban consumer groups

every city

is seeking its own development path

in the era of material shortage,

coastal cities are more likely to get in touch with foreign cultures

become commodity gathering places

and at the same time, it invisibly advocates western consumer literature.

Take coffee culture as an example

Shanghai, Beijing and Guangzhou

These cities

naturally become the domestic cradles of western culture

form a certain consumption fashion group

At present,

the network links the world

the circulation of goods in various countries has no borders (no cities)

If the national boundaries of goods are used as the appeal

But

the service industry

has the attributes of region

and business philosophy

, which provides conditions for businesses to seek

self-expression

. For example, a characteristic town

just wants to tap local regional characteristics

to form advantages < P > In the same way

A business entity can form its own personality by taking advantage of its own resources

by taking advantage of the scene (scene)

far beyond the differences of commodities

!

among the goods and services embodied in business,

catering and entertainment are the business directions that need the blessing of the scene most

and should be enlarged! The consumption base multiplication effect of catering and entertainment, It is also the reason why businesses attach importance to it.

Buying goods

can only meet the demands of individual consumers

Because

there is a one-to-one correspondence between goods and demands

And

most of catering and entertainment

are not the demands of individual consumers

but the * * * of consumer groups. The same appeal

For example, catering banquets

basically involve three or five people

*** spending the same time

* * sharing the same experience

Another example: watching movies

involves at least two people (lovers)

spending at the same time

This means

catering and entertainment.

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The consumption mode has changed from simple shopping to service experience

This is the overall consumption trend of the market

The scene conditions required for service

This is the self-advantage of the commercial body

The combination of the above

Catering and entertainment has become the main push of the commercial body

It is the product of "taking advantage of the situation"!

not surprising!

Hande manages every article to empower and grow every day!

The service industries such as catering and entertainment are all high-consumption industries, and they can attract passengers, develop other consumption and drain other consumption. What shopping malls need most is the flow of people. With more passengers, business is easy to do.

shopping, catering, entertainment and integration.

now that e-commerce is so developed, the business center can only avoid its edge!

At present, the layout of the commercial center is generally like this:

1. The cinema is located on the top floor

The audience has a strong purpose, and it doesn't matter where the cinema is located. From the point of view of the business center, moviegoers can visit the top floor to increase the consumption probability; A few people who don't like shopping can also take the sightseeing elevator to the cinema.

Therefore, the cinema is a great drainage tool.

2. Supermarkets are located underground or on the second and third floors.

Supermarkets generally sell fresh food and daily necessities, which is just needed by consumers, but e-commerce has little advantage in this field.

for commercial centers, supermarkets are often the most crowded formats. Some commercial center operators even run their own supermarkets, using related party transactions to reduce the rental price, which makes the price of goods lower. In this way, it can attract more consumers, bring prosperity to the whole business center, and raise rents.

3. Catering is located on a higher floor

Catering is a format that is difficult for e-commerce to replace, and it is gradually occupying half of the business center.

Chinese and western food, hot pot, buffet and other forms, everything!

4. Gold jewelry clocks and watches are generally on the first floor.

The unit price of such goods is high, and selling them through e-commerce has great moral hazard for both buyers and sellers.

5, digital, clothing, beauty, etc., mainly on the first and second floors.

the above products are the most impacted by e-commerce, but due to the large demand, physical stores can't disappear completely.

6. Training and recreation

These mainly earn money for children.

Now all kinds of early education institutions have settled in the business center, filling the gap left by the retail industry; There are also some amusement facilities.

7. Other small businesses

such as mobile phones, watch maintenance, tobacco and liquor stores, etc. Generally, there are only one or two businesses in a commercial center.

General large-scale commercial complexes come standard with department stores, restaurants, cinemas, children's playgrounds, bookstores and so on. Take wanda plaza as an example. Generally, the first and second floors are all kinds of department stores, that is, women's and men's shoe stores, etc., and also include some places for children to play. The third floor is generally catering, and the fourth floor is Wanda Studios. It can be said that these industry models are complementary and exist together.

so why do many shopping malls mainly promote catering and entertainment?

the reason is actually very simple. The main purpose of catering and entertainment is to attract customers to shop and spend. In the final analysis, it still serves various department stores. As we all know, the most important basis for shopping malls to maintain business is the flow of people. Without the flow of people, there will be no consumption, so shopping malls will not survive. So how to drain? Catering and entertainment are two important ways of drainage. Take catering as an example. No matter when food is the most important thing for the people, everyone should eat, right? Then if there are a lot of restaurants in this shopping mall, it will form a strong attraction invisibly, attracting people to flow to this shopping mall. Generally, restaurants will not be located on the first floor. For hygiene reasons, they are located on the third or fourth floor. People who come up by elevator, especially those who come up by escalator, will have a panoramic view of the department stores on the first floor and the second floor or have to bypass them before they can get up. Then these department stores will be shown to them in this process, and if they need it, they will come down to shop after dinner. And after dinner, I will also go back through these places, which plays a propaganda role again. For entertainment, it means the same thing. For example, in Baby Paradise, parents who take their babies to play will pass through the counters of department stores, so they may spend money when they see them.

in the final analysis, both catering and entertainment are designed to attract people's flow and make shopping malls lively, and the inherent attribute of these two industries is to attract attention. The flow of people will naturally drive the consumption of other department stores.

in addition, compared with department stores, restaurants and entertainment.