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网购时代为什么还需要购物中心:卖点究竟在哪里?

2017-05-24 13:38:20   工人日报

近日,全球最大的商业地产服务和投资公司世邦魏理仕发布《全球购物中心发展》报告,报告显示,去年全球新建成购物中心达1250万平方米,增长11.4%。在这1250万平方米的新增面积中,中国市场贡献了575万平方米,在全球新增购物中心面积排位前十的城市中,有包括上海、北京在内的七个中国城市上榜。在全球十大在建购物中心中,中国城市占据八席。

网购时代,购物中心的卖点,究竟在哪里?

如果仔细分析这些新建购物中心在城市中所处的地理位置,我们可以发现一些端倪。在一线城市,新建购物中心大多位于距离市中心较远的新建城区中,以深圳为例,购物中心超过九成的新增面积处于非核心商圈。在二线城市,新建购物中心正在不断吸走老商场的客源。

购物中心对于新建城区的意义,绝不仅仅是满足当地居民购物需求那么简单。一个购物中心,往往会集餐饮、影院、游戏设施于一身,有的购物中心内甚至会有亲子场所,这就满足了当地居民文化、娱乐、社交等多方面的需求。

而随着城市基础设施的不断完善,这些地处郊区的新建购物中心,往往紧邻地铁等公交枢纽,加之配套停车设施较多,反而交通更加便利,建设和维护成本也随之降低。正因如此,“郊区大户型+大购物中心”,正在成为一些地方房地产开发的标配模式。

即便从购物角度来说,新建购物中心设施较新、面积较大,周边居住人群消费能力较高,对知名品牌在此设店的吸引力更大,这就有效提升了购物体验。这样的购物体验,不仅仅是在家坐等快递所不能带来的,也与传统的老商场大为不同。而将过去“临街商铺+露天步行街”移植到建筑中后,天气因素对于购物的影响也降低了许多。

新购物中心的崛起,对于地处市中心传统商圈商场来说是一种考验。居住郊区化带走了一部分消费能力较高的人群,而市中心的交通成本、老商场的“小”和“旧”,也容易让消费者望而却步。当然,不菲的用地和建设成本,同样让老商场的改造并非易事。

不过,这并非意味着,新建购物中心的运营模式就“无懈可击”。一些新建购物中心正呈现出同质化倾向,各式各样的连锁餐饮店开设其中,无论去哪家购物中心,往往看到的都是大同小异的店铺配置。除此之外,在新建购物中心中,来聚会的年轻人多,家庭消费少,如何拓展全年龄段消费,值得新建购物中心的经营者思考。

对于消费者而言,不介意驱车来到你家,也自然不介意再驱车去往别家,新建购物中心需要不断适应周边消费人群的变化,并且不断推陈出新。不要等新购物中心“变老”之后,消费者彻底失去新鲜感之后,再考虑升级。

当然,对于传统商圈的“老商场”而言,则要适应消费人群的变化,及时调整自身定位。比如,原本服务于周边居民的市中心商场,在居民外迁之后,是否可以把目标消费群体设定为游客?

本报记者 赵昂

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