Please help provide some information about the development of retail industry in China.

Huang Guoxiong, doctoral supervisor of China Renmin University Business School, delivered a speech at Causeway Bay Plaza Investment Promotion Conference and Urban Residents' Consumption Pattern and Retail Development Trend Forum.

As an urban agglomeration, the overall structure has a great influence on the whole economy. From this perspective, the emergence of such a project in Zhengzhou should be said that its radiation power is not limited to Zhengzhou itself, but the convergence of the Central Plains and even the north and south, which directly affects our central part.

Our squares or shopping malls are suitable for the development of our society from a multi-functional point of view.

Next, I want to talk about three issues. The first question I want to answer is our theme, "Development and change of consumption patterns and formats". I'll just make three points. From the overall consumption pattern, first of all, I want to start consumption as a key point this year. The whole consumption pattern should be start-up, with the basic task of meeting the needs of a well-off society at night and taking into account the needs of people in a well-off society. Conditional areas should actively create conditions to meet the consumption needs of a few people who get rich first. From this perspective, our main body should be the middle class, that is, how to meet the needs of a well-off society, which requires more conceptual changes, opening up new fields and promoting the expansion of new fields.

The second question, from the retail format, the development of the whole format should focus on large department stores and take various supermarkets as the theme. Where conditions permit, shopping centers can be piloted to form a market structure with various formats. There is also a saying that the market structure should be characterized by commercial streets and markets. With large department stores as the leading factor, all kinds of supermarkets as the main body, commercial streets and all kinds of commercial markets as the characteristics, places with conditions should gradually build shopping centers with modern consumption characteristics.

Thirdly, considering the commercial layout of the city, we should take the city center as the leading factor and form a multi-level urban commercial structure characterized by specialty stores and self-employed households in various economic forms. From which point of view, the emergence of our shopping centers is consistent.

Secondly, I want to talk about the role of business in cities. It should be said that modern commerce is the foundation of the city. If the traditional city (ancient city) is ruled by landlords and others with yamen as the center, officials as the guards and some assets gathered, then in the industrialization period, industry is the main body, forming a market structure, which is closer to consumers, thus reducing costs, while modern commerce is dominated by the main tertiary industry. Modern industry and large-scale industry have brought imbalance to many cities, thus forming the phenomenon that industrial parks move to suburbs. Therefore, we should attach importance to the development of business. Considering the concept of urban commerce, cities should obey political needs and political development, establish the image of the government, and attach importance to the construction of urban public facilities and the provision of public products. To reflect people's feelings, reflect people's feelings and meet people's needs, from this perspective, this is a popular project. It is not only the image of the government, but also reflects the need to improve the consumption level of the masses. Considering that the whole business, as the foundation of the city, especially the retail industry is a new way of life, it provides a living environment and content, which is related to the quality of life of the broad masses. From this perspective, we should attach importance to the development of urban commerce, especially the retail industry. As a municipal government, we should attach importance to both municipal administration and production, which will greatly improve the radiation and competitiveness of the city.

Third, the evaluation of this project, I think the overall view of this project is in line with the trend I just said. From the model, this design is innovative. Generally speaking, I realized the following sentence: it is multifunctional integration, which has just been introduced. 2. A series of services, which should show that we have made careful arrangements; 3. From the design point of view, it is very beautiful. It can be said that it is courtyard shopping and garden consumption. From these points of view, it embodies the greatest characteristics of modern shopping centers and is basically successful.

At the same time, I would like to ask a few questions for your consideration:

1, the whole market positioning problem, I always feel that our current formulation is a lot of yuan, whether it is a square, a pedestrian street or a shopping center, because these three are different concepts. If the positioning is not accurate, who are the main consumers of our future business? In other words, there is no unclear selling point, it must be clear, whether it is a pedestrian street, a shopping mall or a square. This is a problem that must be discussed.

2. With a clear positioning, are we building a multi-level and series in one place? Some centers, such as supermarkets, can meet their needs in this respect. Will low-level people come to this place?

3. How to use the 60,000 square meters commercial street on the third and fourth floors in the future? There are about1500,000 square meters of commercial streets in China, so how to use these areas? Generally speaking, we should be close to life and consumers. If there are three or four floors, will the masses go up?

As a shopping mall or shopping center, we must solve a problem, that is, the bright spot problem, which I think can basically be formed from the external image, internal structure and layout. But as a shopping center, we must have an overall image, and now it is scattered. The format and management form are scattered and do not meet the requirements of the shopping center itself. As a pedestrian street, it only solves some problems. How to give full play to our advantages as a bright spot and at the same time improve and strengthen our management level. The "selling point" question, what to sell? A square meter sales center must reach a sales scale of 60 million every year. "Excitement question": How can shopping centers and squares arouse the interest of the masses, let them walk from upstairs to downstairs, and enter the department store plaza from the commercial street? Here, we need to do some work from the internal structure.

The combination point, the combination of various buildings and the combination of inside and outside all need to be studied, because it is a large-scale construction, and problems may arise if all aspects are not well combined. Time is related to this, thank you!

Who will promote the reform of the retail market by creating an experience economy?

The development and expansion of retail industry in China is one of the most exciting events in recent 10 years. This is a country that is moving towards modernization and has a rapidly awakening consumer market.

Although the opportunity is at hand, it is not so easy for retailers to accurately grasp this unpredictable market.

An obvious result of the development of retail industry in China is the continuous emergence of many shopping centers. Although shopping centers with large supermarkets as the main stores can successfully attract a large number of ordinary consumers, and top shopping centers also provide ideal places for the rich to spend, the shopping center project located between them seems to be facing tremendous pressure.

A key problem to be solved in shopping centers is to create a professionally planned and managed environment, which we call "experience creation". Because "experience" will determine the frequency of consumer shopping. For newly launched shopping centers, the main challenge they face is whether they can accurately capture the needs and wishes of emerging consumer groups. And if you do your homework in the above aspects, its future prospects will be very optimistic.

Today, consumers in China are the creators of trends. They propagate cultural and national identity and educate future generations with new hopes, which is of far-reaching significance to the retail industry and also has guiding significance for how to develop the shopping environment in China. No matter developers, retailers or investors, they need to conduct extensive and in-depth research on the above trends, so as to find out the mode of attracting different consumer groups and understand their different shopping motives, wishes and emotions. In the development of new shopping centers, we must take into account the rapidly emerging consumption trends and changes in China society.

The important factors to promote the reform of the retail market in China are:

The rise of popular culture-every consumer group has its own experience and demands, which will determine their consumption patterns.

Novelty and foreign things are attracting customers more and more.

The vigorous development of the media-the advertising industry in China is developing rapidly, and many ideas combine the political slogan form of the Mao Zedong era with the commercial information of a large number of new products.

Pop Idol Age-A new generation of young people in China are discovering their own heroes. Under the phenomenon of mass idol, it is very interesting to link music, marketing activities and the promotion of specific brands.

Attic Art of Life-The old factory is being transformed into Soho-style attic, studio and art showroom, attracting a large number of people who want to enjoy and be appreciated on the active contemporary art stage in China.

The power of communication technology is one of the most practical driving forces of future consumption trends.

Brand awareness-China consumers' eyes are more and more critical.

Tourism and New Freedom-Now China is the country with the fastest growth of tourists.

Motivation for Leisure-In China, it seems that integrating education and health into business activities can achieve particularly good results.

Beauty lovers in China-At present, only 20% of the educated professional women between the ages of 20 and 50 receive beauty services. These people will be the objects that the beauty industry needs to strive for and can bring rich returns.

Only those shopping centers with clear strategy, reasonable merchant mix, good design and professional shopping center management can effectively attract retailers and consumers.

Mr. Guo Zengli, Director of China Business Federation Shopping Center, delivered a speech at Shanghai Causeway Bay Plaza Investment Promotion Conference and Urban Residents' Consumption Pattern and Retail Industry Development Trend Forum.

I think the shopping center is the foundation to promote the sustainable development of the city;

1. First of all, we make a targeted, sustainable and operational product for shopping centers, which is the most active element in urban development.

2. Let's introduce the relationship between shopping centers and urban development.

3. The role and function of shopping center in urban development.

4. The position of shopping center in urban development.

First of all, let's look at the first question, whether it is a shopping center or a commercial real estate. We have always believed that it has three attributes: commerce, finance and real estate, so it is a sustainable and operational life product. First of all, we can look at the shopping center from both commercial and real estate perspectives. Because today's topic is consumption trend, the consumption trend I understand represents three directions, and everyone will come to this conclusion. The first is convenient consumption structure, the second is comprehensive experience consumption, and the third is directional consumption. I think the development direction of retail industry should be in line with the consumption trend of consumers. Convenient community consumption must correspond to community shopping centers. For comprehensive experience consumption, for our large shopping center, the corresponding consumption is specialty store. However, in China, specialty store is still neglected. From a commercial point of view, the sustainability of shopping centers is very strong.

Shopping centers are closely related to China's national economy and the whole real estate situation, because everyone knows the macro-control of real estate in China. I come to the conclusion that the macro-control of real estate in China continued in 2006, and I just moved some original policies here. The macro-control of real estate in 2006 will also have some impact on shopping centers, so my conclusion is that the macro-control of real estate in China remains a pillar position.

Entering the second shopping center is the product of the interaction between real estate and business. Shopping center is a commercial operation entity with professional development as the carrier, and only takes real estate development as a way to realize it. It is a professional real estate development aiming at commercial operation. Shopping centers and other non-residential development pursue a kind of capital appreciation. This is also the real beauty of shopping center commercial real estate, which is in line with the diversified value concept. At the same time, the changing characteristics of shopping centers in time reflect the diversity of consumption and market. My understanding is that although there is no strict formal definition, a standard shopping center must determine its own positioning and structure for the whole shopping center according to the changes in consumption trends, which is a strong proof that shopping centers adapt to the market and develop rapidly.

In 2005, the leading enterprises in China shopping center have adjusted the tenant ratio to 30%. In fact, through this adjustment, its attraction continues to strengthen. Moreover, these adjustments well meet the characteristics of shopping centers to meet consumption under the new situation.

Because shopping centers are closely combined with consumption characteristics, they have strong ability to adapt to the market. Let's talk to you from the perspective of investment income. The embodiment and sustainability of shopping centers require careful management and operation. The manager of the shopping center should keep up with the changes in the market.

Here I tell you frankly, if you are the manager of a shopping center, you don't have to do retail, but you must understand retail. Shopping centers are innovative. First, we should understand and grasp consumers' intentions. Second, we must change the composition of tenants. At present, 23 supermarket brands account for 50% of the main tenants of shopping centers, that is to say, supermarkets, as the main stores of shopping centers, are very obvious in the early days of shopping centers, but this situation makes them have certain conflicts with large shopping centers. This is faced with the question of whether they can interact positively.

From the point of view of department stores, 18 department store brand also accounts for 50% of the whole shopping center. Now there is a very good phenomenon in China, where department stores and shopping centers have carried out two kinds of cooperation. At present, department stores in Europe and America are gradually leaving shopping centers, and restaurants are on the rise. I think the main shopping centers are constantly determined and developed according to the attractiveness of consumption flow.

In addition, shopping centers should constantly expand the retail model and the experience of consumption and service. When talking about consumption trends just now, I said that shopping centers are actually consumer experiences.

The second point is about the relationship between shopping centers and urban development. As the most active factor, I think shopping center is a place that needs constant change, and urban development needs continuous growth space. But are the characteristics of shopping centers necessarily related to urban development? I understand it from the perspective of persistence and long-term, and there must be a connection between the two.

The professional real estate development and sustainable commercial operation of the second shopping center play a variety of roles in lifestyle promotion and retail services, which is the key link of urban redevelopment.

We divide urban development into two categories, one is the construction of new areas and the transformation of old cities, in which commerce plays an important role. Both Manhattan and Ginza in Japan have actually formed a prosperous business district. Therefore, it is not only a new part of the city government's work, but also a historical opportunity faced by developers.

By transforming the complex of retail and entertainment facilities in the central area of the city, the comprehensive image of the city can be enhanced. I believe that Huacheng, as a well-known enterprise, also wants to improve Zhengzhou's commercial image as a whole, just like the continuation of Zhengzhou's commercial glory written later.

Since shopping centers play such an important role in urban development, let's take a look at the current development of shopping centers and retail formats in China. Personally, I think that the homogenization of commercial outlets in China is very serious, the needs of ordinary people can not be met, and the unnecessary ones are in a highly overlapping state. Therefore, China citizens spend a lot of money when traveling abroad, which actually shows whether our citizens can meet the demand at home. This is actually a disconnect, and it is also caused by the lack of quality improvement corresponding to consumer spending power.

We hope that more projects can create the quality that consumers need. The only conclusion drawn from this feature is that the shopping center must have its own characteristics, so as to avoid the negative impact and pressure brought by the old homogenization road taken by department stores. Shopping center is also a double-edged sword, which plays a great role in promoting. But at present, it is more disorderly and irregular, which leads to the other side, making the transformation of urban space more difficult in the future, because the business with turnover of 10 million square meters is very important. If a business develops well in a city, it will bring good effects, and if it is not good, it will bring difficulties to the development of the city.

So I think the development of shopping centers should change from quantitative change to qualitative change, the external environment should be gradually formed, and shopping centers should be supported from quantitative change to qualitative change, because the development of shopping centers can greatly promote the development of cities. The development status of shopping centers in cities is relatively simple, so to sum up briefly, shopping centers are the potential value-added of urban land, and they are one of the biggest driving forces for social progress, urban civilization, regional economic development and commercial lifestyle promotion. The relationship between urban planning and shopping centers, the investment of shopping centers must follow the planning, which is actually a blind spot of shopping centers in China at present. In other words, after the developer gets a piece of land, it may become his own project development behavior, but the subsequent construction of other functional facilities is not timely enough.

The following is a case I want to tell you about Tianhe District in Guangzhou. I use one of our member units, Guangzhou Tianhe City, as an analysis, which is the most successful shopping center in China at present. Although Tianhe City in Guangzhou has some professional factors in its development, a very important reason for its success is the planning of Guangzhou's commerce by the Guangzhou municipal government, in which Guangzhou's commerce gradually moves to the east, and the corresponding transportation facilities are 1 3.

Guangzhou Tianhe City's GDP increased by 60.5 billion yuan in 2005, more than 500 times in just 20 years. This also shows that our retail industry and other service industries are playing an increasingly important role in the development of a city. After the merchants form a certain agglomeration effect, they will attract more people from this city to spend. Let's take a look at the scale of Times Square, CITIC Square and Jiazheng Square, which have all surpassed Nanjing Road in Shanghai, making the consumption center of the rental market bigger and bigger.

This is Orchard Road in Singapore, with a total length of three kilometers. This is the 12 most expensive shopping street in the world. Now there is a growing trend of shopping centers, and Orchard Road is a typical representative. There are more than 40 shopping malls with different themes on this road, which are much larger than Wangfujing in Beijing. Therefore, this may be the main factor that the eastern countries hope to form a vertical land to form a business group because of the limited land resources.

Britain combines the encouragement of shopping centers with commercial development, and shopping centers and urban planning are clearly combined in its bill. The influence of his retail industry has risen to the status of the capital because of the West Pier.

Here are two classic cases. In fact, there are many shopping centers in Europe. In addition to the parking spaces in your own shopping center, there are also parking spaces on the adjacent streets.

Let's analyze the current development form of shopping centers. I think this conclusion is reasonable. I think shopping centers in China are facing more changes.

1. China's real estate industry has become the second largest foreign-funded industry for three consecutive years, and some overseas funds and professional development companies have begun to pay attention to China's commerce and real estate.

2. The scarcity of land resources determines that the pace of retail brands entering China is accelerating. The most obvious performance in China is cinemas, and it may be felt that more and more cinemas are entering commercial projects. This is a judgment of the overall situation. Let's look at some problems in the development of shopping centers in China. I don't think this is a purely industrial problem, because shopping centers involve real estate, retail and urban development strategies. It is difficult to make an accurate judgment on the development of shopping centers from the shopping centers themselves. There are two factors: socialization and specialization. Socialization factors: At present, many of our shopping centers are facing many problems. Without changing the development of shopping centers, these links will not be smooth, and we have a lot of work to do. Personally, I have come to the conclusion that in the development of shopping centers, China lacks an urban development plan that is coordinated with the development of shopping centers. Just now, we talked about that a shopping center must be coordinated with the planning of the whole city.

Specialization: lack of strong support from commercial brand resources. Frankly speaking, the shopping centers in China are still in a rough stage and are facing great problems. There are problems of cooperation and self-development, but it is an indisputable fact that there is a lack of commercial brand resources and financing channels.

You may see that going to a shopping mall is no different from other shopping malls, so since there is no difference, there is no need to go to the shopping mall. Even when our retail brands are scarce, are your services innovative? For example, in a shopping center in China, a terminal was introduced behind the shopping center. I think there is still great potential in the service field.

Finally, there are three major trends and changes in shopping centers in the future. Personally, I feel that this is the third step to adjust the direction and deepen the initial judgment. We should deepen our understanding of value, essence and return.