The return of physical business, to adapt to the changes in the current consumer lifestyle, more and more business districts gradually increase the proportion of children's business, the children's business has become one of the strong engines of the entity return.
New retailing has enabled many companies to refocus their attention on entities. In the return of entities, the catering industry that meets the needs of children such as weekends, early childhood education, and shopping malls, which are increasingly dependent on shopping malls, is becoming the fulcrum of physical consumption.
In 2016, the annual reports of various companies have been announced one after another. Enterprises with good children's format and catering industry tend to have relatively good performance. Tracing back to the source, behind the children's business consumption and catering industry consumption mix is ​​family consumption, industry insiders pointed out that the experience-based format based on household consumption is actually the fulcrum of the return of physical business in the new retail era.
Children, catering industry is strong, shopping malls are strong
The 2016 financial reports of various companies were announced one after another. In 2016, many commercial complexes handed over very beautiful transcripts. Commercial complexes such as Chaoyang Joy City, Xihongmen Huiju, Shijingshan Wanda Plaza, Tongzhou Wanda Plaza and Yindi Port are relatively prominent in the children's business and catering industry.
At the end of last year, the newly opened Wanda Plaza æ§æˆ¿åº— was relatively deserted. Although this store is still in the new store cultivation period, the popularity of Wanda Baby in Wanda is much more popular than that of other shoes and hats. Many parents Lead the children to have fun inside.
Wanda Baby King is the first animation fun park launched by Wanda Children's Entertainment Co., Ltd. It is a combination of children's play, retail, early education, parent-child restaurant and other formats. In the Wanda Plaza æ§æˆ¿, Wanda Baby King theme area includes Belle Fairy Tales, Xile Youxue, Building Block Baby Science Early Learning and various children's wear and children's appliances brands.
Different from Wanda's new store, Chaoyang Joy City and Xihongmen Huiju and Blue Harbor are already relatively mature commercial complexes. Among the results announced recently, Chaoyang Joy City's 2016 sales increased by 19.6%. Among the business distribution, the catering industry accounted for up to 29%.
At the same time, the whole layer of children's business layout is also one of the characteristics of Chaoyang Joy City. According to public information, the person in charge of the promotion department of Chaoyang Joy City once said that one of the highlights of the adjustment before Chaoyang Joy City is to increase the children's business. And the proportion of children's business area in Chaoyang Joy City has also increased greatly, and the number of sub-brands in the children's business has gradually increased.
According to the staff of Chaoyang Joy City, the 2015 Children's Day is the highest day of the year.
In 2016, the "Doraemon" and the Children's Day were ranked in the first two of the first half of the year. At the "Doraemon Exhibition", the passenger flow was up to 140,000 a day. In the 2016 annual report of Joy City Real Estate Company, the rent of Beijing Chaoyang Joy City is also at a high level among the major complexes of Joy City, and the popularity is evident.
Xihongmenhui's children's business brand presentation is different from the concentrated presentation of Chaoyang Joy City. There are concentrated areas and scattered in retail areas, such as Lijia Baby, Leyou Pregnant Baby and other infant brands. The effect of the amusements such as Toys R Us is even more gratifying.
Behind the family consumption
Unlike the catering industry, which is just about consumption, the growth of children’s business in these years is much more impressive. And the combination with these children's formats is a proven way to change in today's e-commerce shocks.
The return of physical business, to adapt to the changes in current consumer lifestyles, more and more business districts gradually increase the proportion of children's business and the relatively better performance of the previous children's business in the e-commerce shock is relatively small In the situation, the children's business has become one of the strong engines of the entity's return. Even with this opportunity, the children's business brands such as Youyoutang and Toys R Us have also done a small scale.
The commercial complex also clearly noticed this trend. In 2014, Wanda Baby King opened its first store in Dongguan Dongcheng Square. Wanda officially launched the Wanda Baby King brand. By the end of 2016, Wanda Baby Wang has rapidly developed to 100 scales. AEON has also launched the FANPEKKA Fantasy brand in the children's business brand Molly Fantasy.
It is worth noting that through the phenomenon, the industry has pointed out that the combination of children's consumption and food consumption in shopping malls is actually based on household consumption. Unlike shopping, which is easily replaced by e-commerce channels, it is difficult for infants and toddlers to be replaced by e-commerce. When infants and young children are pointing to the scenes of shopping malls, they can drive the consumption habits of the whole family and catering and retail. And so on bring some retail consumption and food and beverage consumption.
With the liberalization of the two-child policy and the current education of the “post-80s†parents, the orientation of infants and young children in the daily leisure consumption of the family is more obvious. The baby economy based on family consumption is undoubtedly becoming more and more Objects favored by commercial complexes in the third living space. Many commercial complexes such as Ledogang are newly positioned as family and leisure consumption.
Let the entity return to the pivot
Whether it is the new retail concept, or the decline in the performance of many shopping malls today, the decline in physical business is one of the major trends. When it comes to entity return, industry insiders point out that from a certain dimension, consumers can consume in physical business.
Consumers are willing to spend in the entity, generally two starting points, one is the strong sense of experience in the entity, and the other is the consumption in the entity. The catering industry is the latter, while the children's business is both. The household consumption that realizes the above-mentioned business consumption combination will undoubtedly become the fulcrum of the entity's return.
David Pan, the chief consultant of the Asia-Pacific Experience Marketing Promotion Association, pointed out at the 15th China Department Store Summit on March 30 that “experiential†retail is a key element in the development of the current retail industry. The family format and catering industry based on household consumption is in fact the functional service unit of the main experiential consumption of the commercial complex.
According to public information, the Yingshi Group Research Center disclosed a set of data as early as 2016: China's children's consumer market is close to 4.5 trillion yuan, and it is expected that the annual growth rate of total children's consumption will exceed 20% in the next five years.
Among them, the children's entertainment consumer market has exceeded 460 billion yuan, and the annual growth rate in the next five years will also exceed 30%. In the categories of children's consumption including training, entertainment, tuition and fees, milk powder, children's shoes and hats, snack food supplements, toys, books, extracurricular books, electronic products, diapers, travel study, early education and supplies, training consumption accounted for 26.8%. The highest proportion and the fastest growth rate.
In addition, Zhang Ping, general manager of the Yingshi Group Research Center and chairman of the Royal Institute of Chartered Surveyors (RICS) China Commercial Real Estate Committee, also emphasized the role of children's consumption and the family consumption behind it in shopping malls: for shopping centers, Grasping changes in consumer demand and making corresponding adjustments can effectively increase their core competitiveness.
While paying attention to children's consumption, the resulting household consumption should also receive more attention, so as to achieve the combined effect of one.
Lai Yang, executive vice president of the Beijing Business Economics Association, pointed out that as lifestyle changes, it is worthwhile for consumers to stop in the mall, but for adults, many experiences are not enough. Attraction, children's educational amusements, dinners, etc. are scenes with strong consumption patterns. Even the so-called “home man and house girl†needs to be immersed in reality. This is the direction of the current transformation of the entity and the recovery of the entity. Opportunity.
From another point of view, Zhu Danpeng, a brand marketing and training expert, once mentioned a point of view. The new middle class, which is dominated by the “80sâ€, has gradually become the main consumer, with stronger consumption power, and gradually enters with the “80sâ€. Family status, the corresponding consumption is gradually leaning toward household consumption.
Source: Network
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