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美媒:“卖体验”成中国购物中心的生存之道

2017-10-11 17:11:53   

美国《福布斯》杂志网站10月10日文章,原题:中国购物中心在电商时代是如何生存和发展的

在中国各地的购物中心,撇开表面的建筑特色不谈,其中的结构或多或少都是一样的:半数商户都是卖食品和饮料的,其他商户还有健身房、美容院、英语培训机构、儿童游乐中心和人来人往的大电影院,此外还有几家快消时装品牌连锁店。

无论称它们为生活方式中心也好、艺术中心或生活体验广场也好,它们已成为中国购物中心的新主题。

房地产咨询机构仲量联行的华纳·布朗表示:“传统商场在中国已经式微。商场和购物中心的老板都知道,他们必须重视租户搭配,重视人们不能在网上买到的东西:体验。”

说中国电商对传统零售业产生了极端影响也毫不为过。据估计,2020年前,中国的电商销售额将超过美国、英国、日本、德国和法国的总和。在如此激烈的竞争中,传统购物中心要么进化、要么灭亡。

仲量联行的研究显示,在一个典型的中档购物中心,大多数顾客都是空手而归——这佐证了这样的观点:许多人去购物中心是去休闲、社交和获取消费体验,而不是去买东西。

中国零售一线从上世纪90年代中期起飞快转型,地方化的市场和小商店被大型百货公司取代;进入21世纪,百货公司又让路给购物中心;现在购物中心在向生活方式中心过渡。(作者韦德·谢泼德,徐珍珍译)

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