The Atrium Is Worth More Than Ten Million Yuan In The Year.

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"P", "standing at the door", two huge British style HELLO KITTY cats entered the building. More giant KITTY cat shapes, spaceships and houses were displayed in front of customers. Upstairs, a couple of couples before the huge KITTY cat head were making live cartoon cake activities.

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< p > do not think you have come to the HELLO KITTY theme park. This is actually the theme of HELLO KITTY held by the joy city of Tibet North Road, Shanghai.

These activities that drive the popularity and consumption of shopping malls reflect the "atrium economy" which is highly valued by businessmen.

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Those who regularly stroll around the mall will see that the shopping centers often hold cars, cosmetics displays, sale shows and even stars' meetings in the atrium. P

Behind these business activities are very professional "atrium economy" operations, and a year's income of up to ten million yuan. Sometimes the atrium activity is even a "tool" for regulating the rental and sharing of low income shops.

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< p > < strong > who loves a href= "http://www.91se91.com/" > atrium < /a > < /strong > /p >

< p > < strong >, what is the mall atrium? < /strong > /p >

Long square, Mekong Town, Hong Kong Hui, dragon dream, Joy City, Zhongsheng world mall, and Raffles and other shopping malls understand that most shopping centers, especially in recent years, will be left with atriums in the new construction or renovation projects. The general atrium is located on the first floor of the shopping mall. It is a blank space with no line of view. The area ranges from more than 100 square meters to thousands of square meters. The atrium is divided into indoor and outdoor areas, while most atriums are located indoors. But a small number of atriums will have a semi open design, and indoor atriums will not be affected by the weather. Outdoor atriums are conducive to outdoor activities, but they will be subject to the weather, such as rainy days, which will be difficult to develop outdoor activities. < p > reporter recently visited Shanghai Heng.

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< p > "the atrium has been set up in the shopping mall for hardware construction, because it needs to leave vacant land, set up and down the water, power, gate opening, load bearing and so on.

Do not belittle these details, for example, when many car shows are placed in the atrium, the door width of the shopping mall is required to allow the car to enter, and the bearing capacity of the car must also conform to the ground.

Some entertainment activities require the direction of power supply and cable. If these hardware are not built during construction, they will lose a lot of customers in atrium activities.

RET Zhou Jing, senior manager of the commercial service department, told reporters.

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< p >, what kind of activities will be placed in the atrium, and which industry likes the atrium? < /p >

< p > "atrium activities are divided into several categories, accounting for higher static activities, such as cars, cosmetics, real estate exhibitions, etc.

We have more atrium activities here, especially the display of cars and high-end brand cosmetics.

A staff member of Hong Kong Plaza.

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< p > reporter further learned that, because the marketing budget of < a href= "http://www.91se91.com/" > luxury goods < /a >, automobile and real estate is higher, and prefer to do on-site exhibition activities, the key is that marketing budgets must be spent, otherwise second years will not get the same budget, and the atrium activities in shopping malls can be counted as enterprise cost.

Some people in the industry say that many Real Estate Company prefer to balance the turnover with the cost of shopping malls.

As a result, the above major industries are very generous in spending money, and are also big customers in the activities of atrium in major shopping malls.

Shopping centres mainly collect such rents on such daily basis, and basically do not participate in other divisions.

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The second category of customers in P activity is children's format, such as children's photography and education.

As parents are most willing to spend money, children's related industries have become one of the most profitable businesses in the major shopping malls in recent years. Some children's education and training institutions have a turnover of tens of millions of dollars a year, and such industries need brand promotion and parent-child interaction activities, so the atrium has become the "favorite place" for such business activities.

Shopping centres also charge rents for such businesses.

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< p > third is human activity.

For example, Shanghai Pudong Zhengda square held Disney series cartoon show, Doraemon exhibition and so on, while Joy City held the HELLO KITTY British style exhibition. During the event, it also held a joint tour of the British Tourist Office in the shopping mall.

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"P >" there are two kinds of business models for these human activities. One is that the shopping malls collect the rent purely for the organizers and the other is the combination of the rent and the income share. Because some cartoon activities are admission tickets, the shopping mall will divide the tickets with the organizers.

Zhou Jing said.

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< p > of course, not all popular activities earn money. Some of the popular activities are shopping malls in order to attract tourists.

For example, some new projects will be invited by the shopping center to perform stars in the atrium. The shopping center should bear the star's appearance fees, security company fees, etc., and the star's appearance fee will range from tens of thousands of yuan to hundreds of thousands of yuan.

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Mr. P, a senior businessman in the retail industry, revealed that a singer who had been popular for the show was originally put on a price of about 50 thousand yuan. However, a shopping mall in Shanghai was invited to pay 200 thousand yuan for the eyeball. The result was a scramble for the market price, making the cost of other star shopping activities in the atrium star rising.

However, the star effect is obvious. In addition to a large number of fans on the day of the event, to increase the popularity and consumption of shopping malls, a few days before the stars attending the event, many fans have studied the routes that the stars may pass through in the shopping mall, so they can boost the popularity and consumption in the shopping mall for a few days.

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< p > < strong > "real gold and silver" sale will be < /strong > /p >

< p > if the star meeting, car show, cartoon activity and so on let the mall earn a certain amount of popularity and rents, then let the atrium maximize the Nuggets effect and balance the tenant sharing mode.

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< p > "atrium display will not happen every day, but the sale will be self controlled by the mall.

There are two ways of operation in the sale of atrium, one is the lease of a large merchant, and then the large business owner looks for all the small brand businesses to hold the sale of the atrium. The large traders divide the rent and the turnover into the small brands, while the shopping mall divides the total rent and turnover into the large merchants.

The other is that there is no big business link, which is directly negotiated by the mall and the various brands, and the rent and turnover are divided into all brands participating in the sale.

Shanghai 353 square insiders revealed.

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< p > reporter learned in the interview that the sale of the atrium will be at least half off, sometimes up to seventy percent off to ninety percent off. Therefore, most of the special events can be held in the "a target=" _blank "href=" http://www.91se91.com/ "dress" /a "category, because the price of clothing products is usually more than 10 times the cost, even if half off or seventy percent off, brand dealers still have profit margins.

It is reported that Mei Long town and 353 square and so on will often hold various kinds of atrium sale.

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< p > "do not belittle these noisy atrium sale. This is the best time for our brand to make money in a year.

We have calculated that the rental of my shop is 5 yuan per square meter per day, which can not be regarded as a good location. There are not many customers who shop in my shop on weekdays. The turnover is about a few thousand yuan to more than 10 thousand yuan a day, plus labor and marketing costs. If there is no sale, my income and expenditure will be very difficult to balance. We are signing the contract with the shopping center. The mode is to divide the business volume into rents. If the turnover is too low, the interests of the shopping center will also be damaged, even if we even pay rent.

In order to increase the turnover of these small and medium-sized brand businesses and strengthen the payment rent and sharing capacity, the shopping center will give us a special sale in the atrium with the mode of "letting buttons", that is, reducing the proportion.

Xiao Zhang, a staff member of a clothing brand, said.

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"P >" you may not be able to imagine that the sale of our atrium sale will be up to 50 thousand ~6 yuan a day, and the sale will last for a week, which is equivalent to my monthly turnover.

As a result, the rental and sharing benefits of shopping centres have been guaranteed.

Xiao Zhang told the first Financial Daily reporter.

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< p > according to incomplete statistics in the industry, some famous brands such as ONLY, VERO MODA, JACK JONES and so on will have an average daily turnover of several hundred thousand yuan, and some brands will sell 10 times or even higher on weekdays.

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< p > "according to my many years of experience, many fashion brands sell the atrium in the Spring Festival," 51 "," eleven "and other nodes in a year. The turnover is equivalent to its annual turnover. That is, some clothing brands will make money in a few times a year, which will also help brand merchants to clean up the stock and reduce inventory.

RET Durbin, director of the commercial service department, told reporters.

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< p > when brand merchants gain full profits from the sale of the atrium, the shopping center also uses the "atrium economy" to become a big winner.

Many brands reflect that the shopping center usually has a "discount point" of clothing brands, which is divided into 25%~30%. If a special sale is held, the ratio will be reduced to about 10%. However, the sales volume of the atrium sale will be several times that of the normal day. Therefore, even if the proportion is reduced, the total score of the purchase center will still be significantly higher than that of ordinary days.

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< p > < strong > "atrium economy" produces tens of millions of earnings < /strong > /p >

< p > since rent, division and so on are the main sources of the income of atrium, how much profit can the atrium bring to the shopping mall? < /p >

Reporter P learned that the leases of the shopping malls were divided into daily rents and long rentals. The former usually had rental requirements, such as Shanghai Zhongshan Park long dream, Raffles and so on must be rent for at least 4 days or even a week. The latter is usually a large period of time for large advertising or public relations companies to charter, and the specific price depends on mutual consultation.

In terms of Japanese tenants, the price of the atrium in the shopping malls is divided into a price from Monday to Thursday, a price from Friday to Sunday, and a weekend price higher than the weekday price. The overall rent depends on the area of the lease.

Take a 20 square meter small atrium lease as an example, rent from Monday to Thursday about 10 thousand ~2 million, Friday to Sunday about 100 thousand yuan.

Some of the more popular shopping atrium rent levels are very high, such as Zhongshan Park dragon dream, Raffles square, a week or so the atrium rent is as high as 280 thousand ~30 yuan.

If there is a sale of the sales volume, the earnings of the atrium will rise sharply.

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< p > "the management of atrium is very knowledgeable, and it is not a simple activity. This requires the manager of the mall to make detailed planning and maximize the profit of the atrium.

The management of the atrium belongs to the shopping center market department. Generally speaking, the market department is the Department that spends money. However, because of the atrium, the market department has become a profitable sector.

In terms of time, the marketing personnel have decided to do all the important nodes of the whole year from 1~2 a month. At the beginning of the year, automobiles, real estate, clothing, jewellery or public relations companies will also take the initiative to contact the Department of shopping malls, and finalize all kinds of performances, activities and special sales in the year.

Zhou Jing said.

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< p > Zhou Jing also told reporters: "from space, the atrium is indivisible. When it comes to large-scale activities, it can rent as a whole, and some small activities can be divided into several areas. For example, the Zhongsheng world mall in Xhenzhuang, Shanghai, has a huge atrium area of about 2000 square meters. It can hold several activities at the same time, so that the daily income of the atrium is doubled.

Of course, the market personnel will also leave some time as backup for temporary activities, such as the Zhongsheng world mall atrium as an audition site for a entertainment program, which brought huge passenger flow to the shopping mall.

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< p > according to many people in the industry, because of the atrium, shopping malls can increase their popularity when the business is cold. When the brand merchants' revenue is low, they can adjust and increase revenue. The hot shopping malls can earn more rents, and the annual income of many shopping center atriums can reach at least 10 million yuan.

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< p > of course, not all businesses can get the proceeds from the atrium. Some old hardware stores have no atrium facilities, while some retail businesses have abandoned the management of the atrium due to management problems.

For example, the first department store has a large atrium area after upgrading, but it has been split into many shops after renting, giving up the atrium mode.

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< p > "the reason is very simple. Because the atrium needs to be managed, from the beginning of the year, it is planned to be very detailed. It also needs to communicate with customers and public relations companies. If they encounter star activities or performances, they should report to relevant departments. If fans are too much to cause congestion, there is still a certain risk. First class stores, such old state-owned enterprises, will surely seek stability.

But as a modern experiential shopping center, there must be atrium for new projects in the future.

Zhou Jing thinks.

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