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(本文刊发于《中国经济周刊》2016年第49期)
实体购物中心告急,危机中如何寻求出路?
随着网络购物的冲击,以及越来越多的人对购物地点挑剔程度的加深,美国成百上千的实体购物中心正面临关门潮。然而从西蒙地产集团旗下罗斯福购物中心的表现来看,郊区购物中心作为美国经济的一大支柱,仍具有广阔的开发空间。根据房地产研究机构Green?Street?Advisors的调查结果,该购物中心平均每平方英尺的年均销售额达到了1000美元,是美国国内该数据平均值的2倍多。
西蒙地产的市值在2008年后涨了5倍,至570亿美元,这得益于不断挖掘新的卖点,并及时淘汰没有销售前景的品牌和店铺。该公司为所持的商业地产重新规划了目标“租户”,拓展了电影院和健身俱乐部的空间,并在过去5年中增开了200家餐厅。鉴于网购大肆“掠夺”了实体店的顾客,西蒙地产还在过去15年里将所有的90%的闲置百货店朝着多样化发展的方向进行改造,使之迎合更具盈利潜力的零售商(如食品杂货商和娱乐中心),以达到增加客流量的目的。另外,一些始于互联网的电商为寻求业务扩展会增开线下实体店,如亚马逊计划创办实体书店,也会带动商业地产的发展。
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