Careful consumers can easily find that there are more and more food brands in major shopping malls. The foodies can even endure the pain of waiting in line for a long time, just to taste the freshly baked "concave cake" and the kind "howl" of grandma's house. In the investigation, the reporter found that many fashion catering brands have quietly "occupied" the first floor of major shopping malls and become the "handbrake" for merchants to gather popularity.

In comprehensive shopping centers, catering brands have become an important "selling point", accounting for 40%, and the "golden ratio" of shopping, catering and entertainment in shopping centers has gradually been broken. Insiders bluntly said that while paying attention to the popularity of catering facilities, businesses should also consider how to use the gathering function of catering to stimulate the operation of related formats for one-time consumption.

Lens one

Focus monomer department store

Shopping in the mall has a kind of "delicacy"

"In the past, it mainly dealt in children and household goods, but now it has introduced food brands such as Grandpa Rico, Sister Tomato and Ushitaro." This is the scene that the reporter saw on the first floor of Wanda Department Store. In Nanjing department store, there are not a few businesses that stage such a "reversal drama". A person in charge of Wanda Department Store lamented that 17 restaurants were opened in one breath before the Eleventh Golden Week. Look at the queue and you will know how popular it is.

exist

In the eyes of most consumers, shopping is more delicious now. When you arrive at the 8th floor of Xinbai at 1 1:30, you can only sigh in the long queue at grandma's house and at the entrance of the typhoon shelter, and then move to the negative floor of Dayang Department Store.

"Chess Uncle" can't finish the freshly baked "concave cake" in two hours, as well as crispy chicken chops, delicious dry pots and other young people's favorite meals. If you want to taste these foods, you must be prepared to queue up.

Get ready. With the impact of shopping centers and the increase of operating pressure, it has become an indisputable fact that the food map and brand of a single department store have become bigger. Take the major shopping malls in Xinjiekou business district as examples, such as Central Shopping Mall, Xinbai Shopping Mall and Dayang Shopping Mall.

The first floor is occupied by all kinds of delicious food. In addition to occupying the negative floor, the "top floor" facing the pressure of gathering customers has also become the "commanding height" occupied by catering brands. Chamate, Babela and other restaurants on the seventh floor of the Central Shopping Center are still new.

/kloc-Grandma's house, typhoon shelter and other catering brands on the 0/8th floor. In the eyes of the industry, the "negative floor" and "top floor", which are regarded as dead ends by merchants, are linked by catering and interact up and down, serving as engines for gathering passengers.

Lens 2

Focus on comprehensive shopping mall

The golden ratio has been broken.

In a comprehensive shopping center integrating shopping, leisure and entertainment, catering is an indispensable accessory. Penpen, who knows all about the catering brands in major shopping centers in Nanjing, told reporters that last month, Akasaka Pavilion launched the activity of "two people walking together, one person free of charge", even if it was an appointment one day in advance.

according to

According to the person in charge of the planning department of Hongyuecheng, there are currently 55 stores in the shopping center, including well-known popular catering brands and international catering brands, accounting for 25% of the brands. The reporter learned from Shuiyou City that the mall was stationed.

There are more than 50 brands, and the proportion has increased from 25% to 28%. On the basis of the original popular catering brands, the mall also plans to re-integrate Vietnamese, Thai and Korean dishes. Nanjing Flower, which has been put into trial operation.

This garden city has gathered 26 popular catering brands such as typhoon shelter, Jinjiamen and Neolithic, accounting for 33% of the catering industry. Jiangning wanda plaza, which is about to open at the end of the year, has 4 1 catering brands.

It has become an intention of cooperation, with catering brands accounting for 25% and area accounting for 40%. This also confirms what Wang Jianlin, chairman of Wanda Group, once said: Shopping centers are not sold, but eaten. Just opened.

In Hexi Store of Central Shopping Mall, the area of 15 catering brand accounts for about 50% of the shopping mall area, and the area ratio of catering to department store brands is close to 1: 1. Proportion of restaurants in shopping centers currently operating or about to open in Nanjing

Generally speaking, the golden ratio of "52: 18: 30 shopping, dining and entertainment" in shopping centers is being broken and replaced by the consumption pattern of 1: 1.

Lens 3

Pay attention to expert opinions

How to promote business operation through catering

"stage

Compared with the monopoly position of a single department store in the city center, most comprehensive shopping centers are located in regional commercial centers, so it is difficult to gather customers through the department store format. "Nanjing Wence Enterprise Management Consulting Co., Ltd.

Li Su Xiaoqing told reporters that catering with low risk and quick income has become an important means for shopping centers to gather customers. However, Su Xiaoqing stressed that since catering consumption is one-off, how to stimulate the operation of related formats through catering is also very important.

It should be the focus of business consideration.

Based on this, Yue Hong strives to create "family consumption", forming an interlocking consumption chain, and gathering passengers through family consumption, while Jiangning wanda plaza, which is about to open, pays more attention to brand experience. Nanjing Garden City has also strengthened the experience of catering stores and the decoration of stores to increase the retail purchase rate. In addition, many catering brands have also made bold explorations in "cross-border" operations. For example, there is an elevator across four floors in Yue Hong, which can directly reach the fourth floor where catering brands are concentrated. The newly adjusted Ocean Department Store has desserts and coffee shops on the third and fourth floors, which will enhance popularity through cross-border integration.