1. Classification according to the background of the developer and the management mode of the shopping center (including the proportion of self-operation):
1. Property-oriented shopping center: divided into A, SHOPPINGPLAZA/SQUARE/CENTER, B and MALL.
a. Property-oriented shopping plaza: Generally, it is developed and built by big real estate developers in a prime location in the city center, and the lease system is implemented. Features: Generally, the area is about 511,111 to 111,111 square meters. Because the area is not large enough, its positioning must also highlight a certain target customer group. Therefore, the settled formats are generally incomplete, that is, the complexity of the formats is not enough (usually positioned in the high-end market, and the large tenants are mainly high-end department stores, and many formats have not been introduced), which is not a real MALL of Moore Shopping Center.
B. MALL of Moore Shopping Center: Also known as MALL of Moore Shopping Center, ordinary Moore property owners generally don't engage in retail business, but rent the venue to professional retailers and entrust professional management companies to manage it, so as to separate the owners, managers and operators. Complementary advantages can not only ensure and improve the management level, but also enable Moore to face consumers with a unified social image. At the same time, because the retailers in Moore operate their own products separately, they can fully display their unique brand image and management style. This form of organization and structure of shopping places contains a promotion idea, that is, to let consumers stay in shopping places for a long time as possible. MALL, an ordinary Moore shopping center, is designed and developed by big real estate developers according to the requirements of MALL. It is built in a prime location in the city center or a residential area in the suburbs, and the lease system is implemented. Features: the area is much larger than the shopping plaza, generally around 1.5 to 1.3 million square meters; The complexity of formats and industries is highly complete, and it is generally all-format and all-industry operation.
But it is easy to build a shopping center, but difficult to manage it. The normal operation of a large-scale shopping center first requires the success of planning and design in advance. In addition to planning in advance, American shopping centers also implement professional management. The management subject may be the real estate owner or a professional business management consulting company hired by the real estate owner. It is wrong to simply regard shopping center management as property management or business management. It is almost a marginal subject, and the property management and business management are intertwined. Shopping center managers should not only ensure the normal operation of water, electricity, heating, air conditioning and other equipment, but also ensure the cleanliness and safety of the surrounding environment. They should also know the store management knowledge, provide information services and valuable suggestions for retailers, and more importantly, conduct unified promotion activities and be responsible for introducing customers into the store. The shopping center is not a bazaar, and the manager is by no means a landlord who only collects rent. He must ensure that the customers who rent have a perfect and generally consistent image, so as to ensure that they can earn ideal profits, otherwise there will be no rent for you! Therefore, many property-based shopping centers are managed by professional shopping center management companies. For example, many shopping centers in Taiwan Province (such as Jinghua City) are managed by professional shopping center management companies in Singapore.
Property-based shopping centers have developed in many places in Southeast Asia, such as Hong Kong Times Square, Harbour City, Pacific Place, Festival Walk, NgeeAnnCity in Ngee An, Raffles City RefflesCity, WismaAtria, CentrePoint, GLORIETTAPLAZA and SHANGRILAPLAZA in Manila, Philippines; LOWYatPlaza, ImbiPlaza and Lot11 Shopping Center in Kuala Lumpur, Malaysia; WorldTradeCenter, SiamCenter, RiverCity and TheEmporium in Bangkok, Thailand; and Jinghua City, Chinatown and Taiwan in Taiwan Province. Overseas famous SHOPPINGPLAZA/SQUARE generally only rents, so as to maintain the brand image and management of shopping centers.
domestic representatives include: Shanghai Times Square and Beijing Times Square invested by Hong Kong Wharf; Shanghai Meilong Town Square and Beijing Oriental Plaza invested by Hong Kong Hutchison Whampoa; Shanghai Kerry City that Never sleeps and Beijing International Trade Center invested by Hong Kong Kerry.
Except for a few successful property-based shopping centers in China, many of them are facing three dilemmas. One of the dilemmas: the passenger flow is not strong. Pure property shopping centers opened in many big cities are facing the disaster of low passenger flow. Walking into shopping centers gives people a feeling of depression and desolation. Customers browse various specialty stores like watching art exhibitions, and few people really pay for shopping, and even fewer stable repeat customers. Dilemma 2: Tenants are hard to find. Pure property-based shopping centers operate by letting, that is, developers rent shops or booths to retailers. Therefore, rent is an important source of profit for developers. To obtain a stable and ideal rent, we must find a reputable retailer. However, after the completion of the shopping center, it often encounters the problem of attracting investment: the expected retailer doesn't come, but he wants to come and doesn't want it. Specialty store and specialty stores in China are inherently few in number and low in quality, leaving shopping centers with insufficient choices. Foreign specialty store and specialty stores have matured, but they are not necessarily suitable for the current consumption situation in China; Some of them have adapted, but they don't necessarily have business licenses in China. Dilemma 3: Management is weak. There are often hundreds of retailers with independent ownership in shopping centers, and the overall image of shopping centers should be established through unified management. However, the management of shopping centers is much more difficult than that of department stores. The problems faced are such as whether all retailers accept unified cashier, unified business hours and unified promotion actions. If the coordination is ineffective, it will damage the overall image of the shopping center and make customers lose interest in patronizing.
2. Department Store Shopping Center:
It is developed or expanded by large chain department stores. Generally, the area is about 111,111 to 151,111 square meters. Because the area is not large enough, its positioning must also highlight a certain target customer group. The industries that settle in are generally complete but the complexity of the formats is not enough (usually positioned in the high-end market, mainly in its own department stores, although the supermarkets of department stores are generally large and distinctive, they generally do not introduce hypermarkets, furniture cities, toys R Us hypermarkets and other formats), and it is still not a real Moore shopping MALL. However, with the continuous expansion of department store shopping centers and the construction of two halls/other halls, different formats are being introduced into department store shopping centers, moving towards real Moore shopping centers. For example, the Tainan New Store of Shin Kong Mitsukoshi Department Store, the largest department store in Asia, covers an area of 1.6 million square meters, and has introduced almost all formats, which has become a real MALL of Moore Shopping Center.
department store shopping centers have certain advantages over pure property shopping centers. Reflected in the department store because of its good reputation, many customer relationships and high level of marketing promotion management; Therefore, it is easier to hire and attract investment, and the performance is generally better. Its representatives are: Dayuanbai Shopping Center of Taiwan Province Far East Department Store Group, Tainan Shopping Center of Shin Kong Mitsukoshi Department Store in Taiwan Province and Xinyi Hall 2 in Taipei, Takashimaya Department Store in Tokyo, Lotte Department Store Head Office in Seoul, and mainland representatives are: SOGO Department Store in Zhuangsheng, Beijing, First Yaohan Department Store in Shanghai, Wuhan Plaza, etc.
3. mall of chain mall:
it is developed and operated by a professional chain mall group, and its characteristics are: the self-operated ratio is relatively high (about 51% to 71%). Chain Moore Shopping Center refers to a super-large shopping center, which is developed and operated by a professional chain shopping center group, with a high proportion of self-operation (self-operated department stores, supermarkets, cinemas, food cities, etc.), extremely complete complexity of formats and industries, the widest and deepest product portfolio, and is located in the family (whole family/full guest floor), and can meet the one-stop shopping consumption and one-stop cultural, entertainment, leisure and dining enjoyment of the whole guest floor. Professional chain shopping centers can solve the problem of renting shopping centers, realize the full opening of shopping centers quickly, and the strength and appeal of management promotion are much higher than that of ordinary shopping centers. As far as China is concerned, the variety of domestic goods and various specialty stores are only about 31% of those of foreign countries, so it is even more difficult to rent shopping centers. Therefore, professional chain shopping centers are a shopping center business model worth popularizing. However, the management requirements and difficulties of professional chain shopping centers are higher than other formats, and there are still no professional chain shopping centers in China; Therefore, it is best to introduce foreign-funded professional chain shopping center groups. For example, SMSUPERMALL Group (self-operated SM department store, SM supermarket, SM cinema, SM Toys R Us and SM food city) and Robinson Group (self-operated Robinson Department store, Robinson supermarket, Robinson cinema and Robinson Toys R Us) in the Philippines, THEMALL Group of Chia Tai Group (self-operated Lotus Supermarket) in Thailand and Parkson Shopping Center under Malaysian Golden Lion Group (self-operated Parkson Department Store) 1. The SUPERMALL/CITYMALL
of the giant/super shopping center covers an area of more than 241,111 square meters. Such as SeaconSquare in Xikang Square in Bangkok, SMMEGAMALL and SHANGRILAPLAZA in Manila, MidvallyMegamall Shopping Center in Kuala Lumpur, Huacheng in Taiwan, SuntecCity in Ngong On City and Suntec City Plaza in Singapore, Zhengda Plaza in Shanghai and Harbour City in Hong Kong.
2. The shopping center
has an area of 1.2 to 1.24 million square meters. Such as Tianhe City and China Plaza in Guangzhou, Peace Plaza in Dalian and New Mart. Moore is a giant or large shopping center. Most of the development of super-large shopping centers is not achieved in one step, but investment is made step by step, which is divided into two phases, so it can be adjusted at any time.
3. The medium-sized shopping center
covers an area of 611,111 to 121,111 square meters. Such as Shanghai Friendship South Mall, Chengdu Moore Parkson, Guangzhou Zhongtai Parkson, Beijing Oriental Plaza, Beijing Zhongyou Department Store and Shanghai Jiubai City Plaza Pacific Department Store. Shopping malls are generally medium-sized shopping centers.
4. Small shopping centers
have an area of 21,111 to 61,111 square meters. Such as Tesco Shanghai Qibao Store and JUSCO Jusco Jusco Jusco Qingdao East Store. Life shopping center and community shopping center are also small shopping centers. Because of its huge area, the real Moore is positioned as one-stop shopping consumption and one-stop leisure enjoyment for the family (the whole family/the whole guest floor). Therefore, high, medium and low-grade goods must be available to ensure a complete range of goods; The ideal ratio is: high 3: medium 5: low 2. Of course, due to the different business districts, the proportion of high, middle and low grades in each shopping center can be adjusted.
1, mainly high-end goods
such as Hong Kong Times Square, Shanghai hang lung plaza, Manila GLORIETTAPLAZA, SHANGRILAPLAZA, Taiwan Beijing Huacheng. (But if more than 71% deal in high-grade goods, this shopping center can only achieve a maximum of 11111 ㎡. If it is opened in China, its capacity of gathering customers will be very limited, generally it is a shopping plaza, so it can't be called mall of Moore Shopping Center)
2. It mainly focuses on middle and high-grade goods
, that is, the proportion of high, middle and low grades is coordinated (about 3: 5: 2). Such as Tianhe City in Guangzhou, SMMEGAMALL in Manila, Dayuanbai in Taipei, ROBINSONSPLACE in Manila, and Zhengda Plaza in Shanghai.
3. Mainly middle and low-grade goods
Such as Manila Evermore. However, the low-grade goods can't exceed 61%, otherwise it will become a large flea market, a sMALL commodity market or a wholesale market, which is not called the mall of Moore Shopping Center. 1. Metropolitan shopping centers
Most of the shopping centers in East Asia, Japan, Hong Kong and Taipei are metropolitan shopping centers, which are located in the downtown golden business district and connected with subway stations. Generally, the floor is higher: the business floor reaches 2-3 floors underground and 8-12 floors above ground. There are parking lots on the third to fifth floors underground. Such as SMMEGAMALL and SHANGRILAPLAZA in Manila, Huacheng in Taiwan, Suntec City in Ngong On City in Singapore, Zhengda Plaza in Shanghai and Times Square in Hong Kong.
2. The regional shopping center
is located in the urban non-traditional business district, but the transportation is convenient.
3. Suburban shopping centers
Most of Europe and America are suburban shopping centers, which are located next to suburban expressway. Generally, there are few floors: the business floor is 1 underground and 2-4 ground floors. The outdoor parking lot is huge, reaching more than 1111 parking spaces; There are even large parking lots with more than 1111 parking spaces attached to the building. However, the SMMALL shopping center in the Philippines is more American, and operates both metropolitan and suburban shopping centers. Suburban shopping centers: such as SMNEDSA MALL and SMSOUTH MALL with an area of 241,111 m2 in Manila, and Xinzhuang Shopping Center with an area of 1.71 million m2 in Shanghai.
4. The community shopping center
is located in a large residential community. Community shopping centers are generally small in area. Large shopping malls are divided into 8 categories:
classified according to the radiation range of business circle: 1 neighborhood shopping mall, 2 community shopping mall, 3 regional shopping mall, 4 super-regional shopping mall (with the highest format complexity, it is a real "Moore")
classified according to the main formats and industries of the settled merchants: 5 fashion boutique shopping mall, 6 large-scale discount shopping mall, 7 theme and festival shopping mall, 8 factory direct shopping mall.
These are eight different shopping centers classified by ICSC (International Shopping Center Association) in 1994. The characteristics of these eight kinds of shopping centers are: consistent and integrated building facilities planning, complete traffic road system, sufficient parking space, diversified store types and services, unified business strategy and store management, and independent shopping environment. On the whole, a closed shopping Mall is usually the main body of a shopping center, which adopts a sealed design, and connects every two opposite stores with the consumption shopping channel of a central temperature regulation system, thus forming a comfortable shopping environment all the year round. 1. The format is extremely complex. If the area exceeds 1.2 million ㎡, it can be called the real MALL of Moore Shopping Center. Such as Seacon Square in Bangkok, Thailand, SMMEGAMALL in Manila, Philippines, etc.
2. The complexity of formats is low (for example, there are only large department stores without hypermarkets; Or there are only hypermarkets without large department stores; Or there is no large cinema), it is not called MALL of Moore shopping center. 1. The American-style simple facade looks like a super-large warehouse or factory at first glance, such as SMMEGAMALL in the Philippines, SM City Plaza in Xiamen, and MALLOFAMERICA in the United States.
2. Fairy-tale facades of ancient European castles, such as Taiwan Trade Shopping Center in Taiwan Province and ROBINSONS in the Philippines.