How To Maintain Operational Vitality In The Fierce Competition Of Shopping Centres?

Maintain market sensitivity

The original shopping centers in the market have survived through the market test. Most of them have entered the stage of maturity. The characteristics of these shopping centers are high occupancy rate, a large number of loyal customers and a large number of people.

Although the shopping center in the mature period has reached a whole standard of excellence, but because shopping centers are the most susceptible to market changes, they need to make timely adjustments based on market changes, otherwise they will be passive.

For mature shopping centers, sensitive attention to customer needs, competitors and brand resources change is very important.

And in the process of social rapid change, the change of consumer demand shows a typical acceleration trend. As a shopping center operator, only when we know the change trend of consumers can we make prompt response and timely adjustment. Secondly, the commercial real estate market is in a stage of rapid development, and there are a large number of potential competitors in each region. The status of its location and format combination will have an impact on the existing projects. We should pay close attention to the development of potential projects and facilitate timely strategic response. Third, as a shopping center with brand sales as the essence, we need to introduce more dynamic brands in time and eliminate the aging brands that are not recognized by consumers, so that we can continue to maintain the attractiveness of customers. First, in China's economy.

Timely update hardware

With the improvement of income level and cultural quality, people's consumption psychology is becoming more and more perceptional. Their satisfaction is no longer confined to the degree of purchase of goods, but is more concerned about their feelings in the "system shopping process" - from the shopping center to the completion of the exchange, whether the whole process brings them pleasure or satisfaction, which will affect whether they will choose the shopping center again.

In addition to goods, shopping centers need to pay more attention to the details. The hardware environment of shopping malls is a very important factor.

The architectural form, color application and the creation of business space should take the positioning of the project as the starting point to make the architectural and decorative style conform to the aesthetic preference of the target customers, and be able to emphasize and express the positioning style characteristics, such as the stylish shopping center to show a calm and dignified temperament, so as to get customers' appreciation.

Moreover, because the materials used in decorating the shopping center are in use of the depreciation cycle, and people's aesthetic is in dynamic change, the shopping center needs to be refurbished after a certain number of years. This cycle is generally 7 to 10 years in China.

A constant image and function will reduce the attractiveness of shopping centres to customers and lead to a decline in business.

Therefore, mature shopping centers should consider refurbishing at the right time to maintain and enhance the attractiveness of customers.

Most shopping centers have mixed characteristics in the combination of formats, and meet their increasingly complex demand through their combination of multiple functions.

At the same time, behind the mixed function shopping center, the owners are suffering from the reality of differentiated rent level of different formats, mainly because the profitability of different industries determines the rental capacity of different formats, such as the rental capacity of catering and leisure industries may be low, while the clothing and clothing categories may be relatively high, so the adjustment of the proportion of shopping centers will affect the rental income of the owners.

Generally speaking, the owners of shopping centers have the expectation of pursuing high return on rent. In the initial stage of project investment, in order to ensure the success of investment and the gathering power of customers after opening, they will tend to increase the proportion of catering, leisure and service formats in planning.

After entering the stable stage, in order to pursue higher rental returns, the owners will gradually reduce the low rent creating capacity and gradually introduce more high rent formats through gradual adjustment.

Whether at home or abroad, it is a common method to improve the rental income by adjusting the format.

If it is reasonable to make adjustments within a reasonable degree, sometimes it will go to the extreme. Too much introduction of high rent shopping formats will make the function of a large shopping center increasingly single, causing customers' dissatisfaction, resulting in a decline in the profitability of shopping centers.

In order to resist the decline, shopping centres had to reintroduce the categories of industries that were originally adjusted.

Mixed function is the vitality of ensuring the continuous upward development of shopping centers. Therefore, the operator should have the ability to reasonably grasp the proportion of the format.

Avoid bureaucracy and corruption.

Bureaucracy and corruption are important guarantees to prevent the normal development of any organization. The development of mature and rent-seeking opportunities often leads to these two problems.

So that the operation of the shopping center has become a strong main body, so it is easy to lose the principle of attracting the merchants to accept the benefits as the exchange, so that the shopping center has lost the principle, so that the shopping center is hard to develop towards the established goal. At the same time, most of the shopping centers entering the stable stage have become daily routine work. Unlike the early stage of investment, they can provide more performance related incentives to the merchants, which makes many employees lose the initiative to work actively, plus the strong dominant position in the long term in front of the customers, which will easily breed the bureaucracy of the whole system, resulting in the overall operation and management work difficult to carry out efficiently, and an inefficient management team can not develop a shopping center project with sustained development. A shopping center that enters the stable period has a good rental rate and business performance, and a large number of retail customers have the desire to take the initiative to enter.

Commercial retail is a typical industry that applies Pareto's law. Most of the shopping center's 80% sales are created by 20% loyal customers. With this principle as an extension, putting 80% energy on 20% of the important target customers, so that they can form a steady and continuous purchase, it should be an effective way to improve the performance of shopping centers.

In the implementation of important customer maintenance activities, in addition to dynamically adjusting the brand that they like, other related and innovative promotional activities are also important.

Good promotional activities should highlight the location characteristics of shopping centers and bring benefits to target customers. For example, for a shopping mall for young families, a rich parent-child week activity may have good results. At the same time, if a shopping center can play a creative role and provide more surprises for the target customers from time to time, the shopping center may be liked for a long time.