How To Make Shopping Centers More Attractive?

CB Richard Ellis released its first Asia Pacific consumer survey today, surveying 11000 consumers in 11 major Asian Pacific countries, including respondents' shopping methods and locations, their views on shopping experience, and their prospects for future shopping in the region. The survey found that consumers in the Asia Pacific region have high expectations for the overall shopping experience, including better catering facilities and larger stores. In the changing market, it is very important for retailers to cater for consumers' preferences and tailor shopping places.

Studies show that consumers in the Asia Pacific region share a very similar preference, that is, in all age groups, affordability, cleanliness and safety are ranked first among all kinds of factors. At the same time, the convenience needs should also be paid attention to by the owners and retailers, because consumers think that convenient spanportation and parking lots are also very important, especially free parking. About 80% of the respondents tend to go shopping within 30 minutes.

"The key message from consumers is obvious. Owners and developers should meet their basic needs. Besides price, they also pay attention to cleanliness, convenience and safety. Only by meeting these basic requirements can the shopping center operators help consumers to focus their attention on Retail store The main function is shopping. Xu Yucheng, director of the Asia Pacific Research Division of the world bank, Richard R.

The report also shows that there are some important cultural differences and preferences in secondary and secondary consumer groups. For example, consumers in emerging retail markets including greater China, Southeast Asia and South Asia expect higher overall shopping experience. In mature markets, such as North Asia and the Pacific region, consumers pay more attention to the convenience of shopping, rather than the overall shopping experience.

What do consumers want?

The report by CB Richard Ellis shows that Chinese consumers tend to favor shopping malls with more than 50 merchants.

"Compared with small shopping centers and commercial streets, 66% of Chinese consumers prefer shopping centers. This also confirms that consumers in the region attach great importance to the overall consumption experience and the diversified services provided by shopping centers. Xu Yucheng said.

On the other hand, low income and young consumer groups prefer local mainstream commercial streets, and 22% of Chinese respondents prefer to spend on smaller shopping centers.

CB Richard Ellis believes that there is still a future for small shopping centers. "If they want to succeed, they must make a deep analysis of consumers in their area, make a reasonable price positioning, and consider focusing on the combination of food and residential services," said Joss, head of Asia retail brand representative.

Consumers in emerging retail markets report that in the past three years, shopping centres in the consumer areas have improved significantly. These improvements aim to provide consumers with a more comprehensive and complete "entertainment retail experience". The "entertainment retail" mode can increase passenger flow and extend the time of shoppers staying at a shopping place. It can be seen from Hongkong and recent shopping centers in Singapore. In some emerging markets, such as greater China, India and Southeast Asia, there is still a lack of development in this area, partly because of the past ten years. Shopping Mall The rapid development of construction has brought about many shopping malls with poor management and improper positioning.

"Although the development prospects of traditional physical models are still optimistic, the managers of shopping centers must be alert to the challenges brought by online shopping. 80% of respondents said they would continue to spend more (or more) in physical stores, while 85% of respondents said they would do online shopping, and half of them said they would spend more on the Internet in the future. The application of online shopping in the Asia Pacific region is surging. Therefore, in order to remain competitive and even to survive in the end, retailers must integrate this platform into their overall sales strategy. Joss said.

　 Making shopping centers more attractive: adapting to changing Consumption behavior

As consumers more and more online browsing and shopping for goods, 45% of the respondents said they would use smartphones in the next two years, and the competition in the retail market will be increasingly fierce. This means that owners and retailers must work together to find a new way to connect and interact with consumers. CB Richard Ellis suggests that owners should use the Internet marketing strategy to maintain the state of successful profitability.

"The owners of shopping centers must understand the development trend of new retail market, the progress of science and technology, and the change of consumer behavior. In order to compete with the online retail market, the owners must develop new and innovative ways to understand and approach consumers. " Shi Bo song, executive director of the Business Services Department of the world bank, Richard Ellis, emphasized again.

1. the use of big data - big data can measure and track the participation of consumers, but it is still not fully utilized by retail owners in the Asia Pacific region. The new media platform has been able to "collect" and "sign in" for different products and locations, so as to help owners and retailers to analyze consumer behavior in detail, tailor the retail strategy, and ultimately improve the overall shopping experience of consumers.

2. create simple and effective application software (Apps) -- the application software of shopping center is an effective way to collect consumer data, but it often results in poor management because of poor management. Owners must work with software developers to find innovative ways to attract consumers, such as offering special offers and holding competitions.

3., to create their own brand, in the various factors that influence the shopping experience, the respondents ranked the entertainment facilities and shopping activities in a relatively backward position. However, CB believes that these elements are crucial for ensuring long-term competitive advantage, as this is a powerful tool to retain consumers, maximize the residence time of consumers in shopping centres, and thus increase sales revenue.

In the short term, special events in shopping centres do not always create sales revenue, but one of the largest shopping centers in Hongkong, Harbour City in May 2013, is an effective case. Internationally renowned artist Florentain Hoffman, the father of rhubarb duck, was invited to exhibit his famous 16.5 metre high inflatable "rhubarb duck" in Victoria Harbour. The event attracted about 8000000 visitors and became the most popular activity in Hongkong. According to Deutsche Bank's statistics, compared with the 6% year-on-year growth rate in April, Harbour City's retail sales in May 2013 reached a year-on-year increase of 16.3%. The success of this exhibition proves that owners who invest in the right activities according to their goals and positioning can achieve huge returns. Besides the increase in brand, image and exposure, sales revenue is also considerable.

"In order to attract new shoppers, retain existing shoppers and attract repeat customers, the owners must create excellent retail locations in the best locations, implement high standard property management, and provide a wide range of dynamic portfolios under the support of strong marketing activities." Shi Bo Song said.