Home shopping malls are moving from the city center to the suburbs

For home shopping malls with tens of thousands of square meters, site selection is the first element of survival and development. In recent years, many major home shopping malls in Guangzhou have moved from the city center to the suburbs one after another. At present, under the new situation, small and medium-sized home shopping malls have returned to the urban areas. What knowledge does the site have? What people in the industry point out is that for home shopping malls in the new era, it is not necessary to stay in the busy market. However, it must be close to the market and close to the people. Only by continuing to drain, guide consumption, and tap demand, can it continue to develop. .

If the idea of ​​site selection is good, the success rate of the site is the life of the home shopping mall. It has been said that if home shopping malls can occupy proper locations, the success rate of shopping malls is above 70%. This can explain the importance of site selection, which is particularly important for chain-type home shopping malls.

According to Liao Yunxing, deputy director of Jinhaima's home planning and marketing department, home shopping malls have a lot of attention when they are located. For example, they should be close to commercial busy places. For example, the location of shopping malls should be consistent with the characteristics of the surrounding people. When Jinhaima selects a mall address, the primary consideration is to locate the arterial road junction around the square, at crossroads, and on both sides of the loop. In a first-tier city like Guangzhou, it is best to have a large supermarket, department store or other specialized market in or around the shopping mall, and there must be 10 or more bus lines. Wang Wei, general manager of Ou Yada Huangshi Store, stated that Eurasia has opened a new store in the city, and the most important place to look at is the commercial circle and population density. The permanent residence population of 300,000 within a radius of 5 kilometers is the most basic site selection factor.

The status quo of large shopping malls moved to the suburbs when the Red Star Meikailong Guangzhou Tianhe shop investment, there have been two voices, many dealers believe that Tianhe shop is located in the central axis of Guangzhou Avenue, adjacent to the center of the CBD and Tianhe District, unique geographical location, locked in the High-end consumer groups are in line with the operational positioning of the Red Star Macalline. Some dealers believe that the properties of the furniture products are special. The location of the Tianhe store is indeed superior, but there are not many large real estates around, and the viaducts that lead in all directions divert traffic from all directions. , In fact, lost a lot of high-end consumer groups.

With the development of the city, the home shopping malls with large floor space and low unit output value have not been seen by the property owners. The traditional location selection strategy no longer adapts to the current situation of the household retail industry. From the Pearl River New City's Mercure Center, the Jinhaima on Huangpu Avenue, and the 10-year-old Hongshuwan Haiyinqiao Store, this year, the number of large-scale home malls in Guangzhou's downtown area is decreasing. Today, only the Jockey Club There are less than 10 households such as Home, Weijiasi Square, Meikailong Tianhe, Hongshuwan Chenjiabu, and Gaode Meiju Zhujiang New City.

Emerging areas are a must-see. At present, furniture shopping malls have their own skills in suburban locations.

Good luck came to Furniture Square Chairman Huang Ruisheng told reporters that the cost of getting land in Guangzhou is far higher than it was 10 years ago. There are very few places in the downtown area to build real estate, let alone build a shopping mall. Therefore, relying on self-owned properties to build shopping malls is undoubtedly the best choice. The self-built property has also become the biggest advantage of good luck to the home. The rent of the mall in the urban area of ​​Guangzhou is about RMB 200/sq.m. Good luck comes to give this part of the cost to consumers and greatly enhances the benefits to the consumers. Appeal.

For home shopping malls without their own properties, they are targeting some of the fastest growing regional locations in the property market. The Jinshazhou section is currently a hotly contested area of ​​the Guangfo home industry. Following the ten thousand households to come home and Jiasheng Meijue stationed, the Red Star Meikailong Nanhai shopping mall is also in full swing recently. Lin Guojin, chairman of Wanhulai Home Furnishings, said that Jinshazhou has a permanent population of 200,000 and will have a population of 500,000 to 700,000. The high-end new buildings will attract a large number of young couples from Guangzhou to come to their own homes. With the opening of the subway, The distance between Jinshazhou and the urban area is greatly reduced, and the potential for household building materials consumption is very large.

In addition, residents of Jinshazhou like to carefully select and buy furniture, so furniture shopping malls have huge room for development.

The self-driver has become the general manager of the new life of the consumer-centered and beautiful living. Yuan Min pointed out that with the improvement of people's living standards, there are more and more people with private cars. Self-drivers have become the backbone of household consumption, which has reduced the suburbs to some extent. Geographical disadvantages of shopping malls. Nowadays, 60% of the traffic in the new life of the Amoy Store is from the self-driver. The turnover rate of the motorists is relatively high, and the “customer unit price” is also high. Based on this trend, the available parking area will be an important factor in the selection of future shopping malls. A property with no less than 200 parking spaces will become a property.

The reporter learned that there are nearly ten thousand square meters of parking lot around the malls such as Guangzhou Jockey Club Home, Good Fortune Home, Hongshuwan Furniture Zhongshan Avenue Store and so on.

“The location is on the edge of the city. Naturally, there are advantages in land prices and the low cost of supporting services, as well as the advantages of low logistics costs.” According to Lu Qifeng, Marketing Director of Gimhae, “it is adjacent to the city center and not in the city center”, it is satisfied. The need for warehousing and distribution of furniture and building materials, on the other hand, offers the possibility of scale effects of tens of thousands or tens of thousands of square meters.

The trend is to create a commercial center in the suburbs According to statistics from the China Furniture Association, the total area of ​​domestic home shopping malls has exceeded 50 million square meters, of which 50% of shopping centers are in surplus. For the development prospects of shopping malls in the suburbs, people in the industry pointed out that the Tianhe District was the edge of Guangzhou. Today, the river is already the most prosperous commercial center in Guangzhou. The city center may not necessarily be shaped, but the commercial center can be shaped. Suburban shopping malls should be clearly positioned to attract popularity and create new commercial centers and leisure centers.

Dashi Furniture City, which has been opened for more than 10 years, is the earliest urban edge home shopping mall in Guangzhou, and it is also a typical example of the benefit of the fringe site selection. “The entire Dashi Furniture City has expanded to more than 100,000 square meters, and there are hundreds of stores.” When Da Shi Furniture City rented cheaply, the South China plate real estate development was rapid, and the furniture demand was strong, so many merchants in the furniture city later turned into thousands. The rich man. Today's Da Shi Furniture City has become a bustling area.

In the same place that was opened in 2003, Ji Shengweibang used the food, entertainment, shopping and construction clusters to create a home theme shopping center, and raised the purchase of household items to a leisure form. After painstaking efforts, it has become Guangzhou since 2007. To an influential mall.

For the home shopping malls that are transferred from the downtown area to the suburbs, the new life of the Mercure is a representative and a model. Yuan Min, general manager of New Life at Mercure, told reporters that when the new life of the Mercure came into Huangcun formally in 2006, it was still a “barren land”. Over the past eight years, it had been created through the success of Gold Shopping Center Mall, enriching the catering, film, and children. Department stores, supermarkets, and other businesses, the concept of home-style shopping center has attracted residents of the Tianhe, Huangpu and Luogang districts. It has become a leisure resort in the eastern part of Guangzhou during the weekend. The diversion of the crowd has also greatly enhanced the new life of the Mercure. Popularity. Thus, the disadvantage of geographical location is that it can be compensated with good ideas and good marketing.

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