Brand Shrinking Front Line Shopping Center "Investment Difficulty"

Most of the business entities opened in 2016 have not yet started investment promotion, and when they enter this stage, they will inevitably face competition in brand resources.

According to the original plan of Xixi Harbour City, it will be included in the main shopping park in the city.

But it was said that the final investment failed, and the plan had to be abandoned.

"Now the economic environment is not good, many brands will be very cautious in opening stores, especially some big brands, making decisions more rational, and in the selection of location requirements have been improved, and the investment difficulty of the project will be even greater."

One of the stakeholders said.

Not a few

Since last year, we have been planning for shrinking stores. For example, last year, it was reported that it had issued orders internally, and that Hangzhou stores no longer opened new stores in that year, and that stores that sold less than 100 thousand yuan a month had to close.

Under this trend, if there are several shopping centers in the same area, is it possible for every family to enter?

"High quality brand resources have always been scarce."

senior

According to insider analysis, the number of shopping centers is increasing rapidly, and for brands, they have greater choice and voice.

"We prefer to cooperate with enterprises with large group background and successful business operation experience, and now few new projects will be entered."

The responsible person of Shanghai Yi Nian group's market development department said.

"We are still adjusting positioning and planning."

This is the most heard sentence from the operators of these projects.

In 2014, the situation of many commercial bodies fighting has made the operators of the new projects feel the chill in the future. After the withdrawal of the Mixc's Shang Tai Department store, there has been no market access, and many operators have been more serious about the development of Mall after its opening.

"In the past two years, the growth and changing trend of shopping centers in Hangzhou seems to be very serious in homogenization competition, so we hope to further segment the market, locate more accurately, and make business with its own characteristics."

The responsible person of Xizi international project said.

After the change of equity in Xixi Harbour City, the theme park's positioning and format planning must start all over again.

Binjiang Baolong City Plaza, the national complex and other projects are also in the program adjustment, "we will not set up department stores as the main store."

Binjiang Baolong City Plaza general manager Xi Lei said.

The National Grand complex, located in the core business district of Wulin Square, hopes to improve the efficiency of the flat, tend to reduce the area of a single store, and also pay attention to the optimization of the format.