Xiamen'S Major Shopping Centers Have A Positive Attitude Towards Pformation.

The general trend of "going to department stores" is inevitable, and how to deal with this trend is the key now. Transformation is the consensus of the industry.

Not only are traditional department stores seeking pformation, but shopping centers are also undergoing pformation.

However, there is not an absolutely feasible and replicable pattern yet, and most of the pformation is still under exploration.

But at least it has started.

Let's start with a sample observation.

On the first floor of Robinson shopping mall, a "windmill Jasmine" restaurant opened in September 23rd last year. Before that, it was a clothing store called EIN.

From 2012 to Robinson

Due to various reasons such as poor management, EIN closed for 3 years in 2015.

According to the person in charge of the shopping mall, where the "windmill Jasmine" restaurant was located, before the EIN, the storefront plus the surrounding area and the whole area connected to it belong to a fast fashion fashion shop called WIR.

However, the small department store with an area of 1500 square meters was withdrawn from business in 2012.

In recent years, after the withdrawal of department stores and the withdrawal of clothing brand shops, the Management Committee of Robinson shopping plaza said that because the rent is relatively low and close to the residential areas, it will be planned as a children's education area with proper restaurants.

Now we can see that on the first floor, there are not only babygo children's photo gallery, but also YUYUTO playground, while the two floor has small sports hall, tomato field art and so on.

This sample can be seen as a microcosm of the pformation of the shopping center at the same time, while the retailing industry such as clothing is pulling out, children's theme, catering and other stores are being replaced in large numbers.

According to the data provided by Robinson shopping plaza,

(clothing, footwear, watches, etc.) the proportion of the area decreased from 65% to 45%, the restaurant industry increased from 22% to 35%, entertainment before there was only one movie theater, and now playground, video game city and so on have been settled, accounting for a significant increase to about 7%.

According to the reporter's visit, the internal division of the Min Hui Lu CuO shop is obviously interspersed with the "children's world", with children as the theme, selling clothing, toys, baby carriages and other commodities, and a free playground.

On the two floor, in the East Bai Cai Tang square.

The digital shop is biased towards traditional department stores. The business on the third floor is beginning to enrich. There are some restaurants, barber shops and KTV, and children's formats are more obvious. For example, 61 children's stories, Yue win science and technology center, there are many stores for children's shoes and children's shoes, while the four floor tends to entertain, such as food city, movie theaters, animation city and so on.

In the 3 floor of SM department store, the reporter saw a new children's carving house in the area of the traditional retail counters. The kids sat on the chairs of the cars and planes, and the hairdressers designed cartoon Hairstyles for them.

"Children are the center of family, attracting a child to drive the consumption of a family."

SM department store deputy Guan Rongjuan said.