Commercial Real Estate Enters The Era Of Experiential Consumption

Although the economic data released so far are still not optimistic, in the past "eleven" golden week, the strong consumption power of the Chinese people has given a big slap to those who see the future of China's economy.

According to the Ministry of Commerce monitoring data, on October 1st ~7, the national retail and catering enterprises achieved sales of about 10820 billion yuan, an increase of 11% over the same period in 2014.

The latest research report released by CICC shows that traditional consumption is upgrading and upgrading, and new consumption is booming. Mass consumption, information consumption, green consumption, tourism and leisure, sports and entertainment have become the highlight of holiday consumption.

In the view of Liang Xinjun, CEO of Fosun international, consumption will be the most worthy investment area in the next ten years. Consumption upgrading and experiential consumption will become the two hot spots. This means that for retail commercial real estate, the future is expected to be a big slice of the huge consumer market.

However, under the impact of the rise of electricity providers and oversupply, how can retail commercial real estate share more dividends? With the gradual decline of the housing market, how much cake can real estate developers share in the consumer market?

In the past, retail stores only considered the retail brands with strong affordability. Now the considerations are quite different. They are more inclined to have distinctive and thematic retail brands, which are similar to creative bookstores, parent-child and experience classes, which are especially suitable for household consumption. This makes shopping malls more diversified and rich in formats, and with art and theme activities to increase the popularity and popularity of shopping malls, so as to attract consumers who are accustomed to shopping in the electricity market to enjoy offline entertainment.

"Under the impact of the electricity supplier, the retail of standardized products is no longer"

The core is replaced by catering, entertainment culture and other formats, and the retail sector is more inclined to attract large brand stores.

Ouyang Jie, senior vice president of Xincheng holdings, told reporters that the future shopping center will become a part of everyone's life. The successful shopping mall should be the place where people spend their leisure time, while relaxing their pastime and naturally consuming, rather than being forced to consume.

By investigating the "eleven" golden week popularity index of many large developers including Longhu, Baolong and Yuexiu, the reporter found that most of the shopping malls have positive growth in people's traffic and turnover. Behind this, the higher is catering, entertainment, culture and other experiential formats, and the lower is the proportion of retail formats becoming the common feature of these projects.

Guo Haiyan, a retail industry analyst at CICC, believes that despite the slight weakness in domestic consumption this year, the Chinese "tourists" have crowded the local department stores and duty-free shops in spite of a slight weakness in domestic consumption in the eleven golden week.

Still huge, it also shows that consumers no longer blindly pursue low prices, but pay more attention to product quality and service experience.

The rising income level drives consumers' "experience consumption" demand increasing. Retailers are moving from simple merchandise sales to value-added services, experience consumption, and "

"Business model pformation and upgrading, featured, refined, O2O shopping malls are expected to become more and more popular.

According to Liang Xinjun's prediction, the consumption of middle-income people will account for more than half of the domestic consumption market, and its consumption growth will far exceed the overall domestic consumption growth rate. Consumption will become the most definitive investment opportunity for China in the next ten years.

Among them, on the one hand is the opportunity brought by the upgrading of consumption, such as light luxury goods, and on the other hand is experiential consumption. Tourism, catering, film and television entertainment will usher in a great development space.