Experiential Consumption Is A Shopping Mall Life-Saving Pill.

< p > < strong > status 1: < a href= > http://? Www.sjfzxm.com/news/index_c.asp > Hangzhou < /a > Big Bang > /strong > < /p >

< p > according to incomplete statistics, before 2016, the commercial complex of commercial projects in Hangzhou will also be increased by 90, with a total construction area of more than 7 million 800 thousand square meters.

Among them, there are 81 projects under construction.

Insiders estimate that in the next 3-4 years, the commercial complex of Hangzhou's main urban area will be 2.64 times the existing volume, equivalent to 23 "the Mixc" will open.

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< p > < strong > status two: < a href= "http:// www.sjfzxm.com/news/index_c.asp" > homogenization < /a > phenomenon is serious < /strong > /p >

< p > < a href= "http://? Www.sjfzxm.com/news/index_c.asp >" Yintai department store < /a > West Lake general manager Ye Xiaojing: in the past two years Hangzhou shopping center big bang, a few steps will be able to see "shopping mall" figure.

The two months after the opening are very busy, but in the third months, the volume of people begins to decrease, or the popularity is very strong.

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< p > the development speed of Hangzhou commercial complex is a little ahead of schedule. The blowout phenomenon of the complex in the north of Chengdu City will occur. Many complex projects will appear in the East Qianjiang New Town, and most of the complexes will face very fierce competition in the future.

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< p > under normal circumstances, the "golden ratio" of business complexes is: the distribution of shopping, catering and entertainment according to 52: 18: 30.

However, by changing the consumption habits of the main consumer groups, more and more large shopping malls have to increase their catering ratio to avoid declining popularity.

Now, however, many products can only be bought by moving the mouse or even mobile phones.

Many brands are gradually reducing the physical distribution of shops, and further pressure on business investment.

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< p > according to statistics of China general merchandise business association, sales volume of 81 large department stores last year was 228 billion 270 million yuan, up 8.92% from the same period last year, compared with the average growth rate of 16.5% in department stores in 2006-2011 years.

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< p > < strong > the reasons for closing the West Lake store in Yintai department store < /strong > < /p >

P, which has been in West Lake for 6 years, why did you choose to make a sudden pition at this moment? < /p >

< p > foreign invasion: "6 years later, no matter from the external environment or the shopping mall itself, we feel that moving is better than not moving."

Ms. Ye Xiaojing, general manager of West Lake store, Yintai department store, said.

"For the time being, not to mention Hangzhou, from the national perspective, the whole industry has changed a lot this year."

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< p > according to the data of China shopping center industry information center, by the end of 2012, the total number of shopping centers in major cities in China was about 3100, compared with less than 300 in ten years ago.

In Hangzhou alone, there are at least 30 projects that are expected to open before 2016.

These sprouted shopping centers are bound to strike a blow at traditional department stores.

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< p > internal worry: in addition to "foreign aggression", internal worries should not be ignored.

"In terms of West Lake Yintai, the interior facilities of the shopping malls are somewhat old, and the initial floor planning is not very reasonable. When consumers come in, they often feel" unable to find the north ".

Of course, this is also related to the structure of its own property. The area of a single floor area of 10000 square meters is easy to lose its sense of direction.

Ye Xiaojing gave an example: "the simplest, now West Lake Yintai, can let consumers sit down to rest, there is only one Starbucks.

This is a strange phenomenon for today's shopping malls.

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< p > in view of such internal and external difficulties, the West Lake store of Yintai Department chose to make radical changes, and spent three months to spend more than 100 billion yuan to achieve pformation and upgrading.

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