Experiential Commerce: A New Way Out For Tsing Hui To Develop Department Stores

In fact, a new business model has gradually emerged in Beijing's commercial real estate. This is experiential commerce, that is, when consumers are shopping, they pay more attention to participation, experience and feeling, and have higher requirements for space and environment than traditional department stores.

Wu Baomin, managing director of DTZ, believes that for most people, shopping is not just a simple consumption, but a spiritual satisfaction.

Since 2011, Beijing's newly opened the Mixc, nine party shopping center, global center, Beijing Raffles square, AUX Plaza and Beijing financial center IFS have all gained a certain proportion of experiential formats and gathered high traffic customers.

At present, such commercial projects as Joy City, Chao Ching Hui, Xin Nan center, American city and eight square will also be invited to attract consumers through experiential formats.

The traditional business, represented by department stores, accounts for 70%-80% of the retail format, and is the absolute leading factor in the commercial body. In the "experiential shopping center", the experience type represented by dining, entertainment, children's education and other formats can reach 30%-50% or even higher in the shopping center.

This set of data fully shows the difference between experiential commerce and traditional department stores.

From the famous commercial real estate agency, CB Richard Ellis, we understand that by increasing the types of retail business, adjusting the type of business and improving the shopping environment, department stores give people a similar consumption experience with shopping centers, which is based on changes in consumer habits and behaviors.

Zhang Ping, general manager of Ying Shi Group Research Center and spokesman of the Royal chartered surveyors society in China, said that getting rid of homogenization will be a great challenge for developers. With the continuous development of department stores and the maturity of people's consumption psychology, with the rise of Internet shopping, the commercial real estate development mode and concept of large quantities of international famous brand shops and clothing stores are facing increasingly narrow market.

Act as

It is an important means to experience consumption as a new way of business under line.

The era of "lots and big decisions" will finally come to an end. Experience consumption will become more and more important for the future.

As one of the earliest commercial landmarks in Beijing, Chao Ching Hui

Business has created many "concepts".

To provide early guests and late delivery service, the first one is to create the concept of fashionable shopping and launch a red and white shopping bag with LOGO of the mall.

After leaving the traditional business circle, Chao Ching Hui quickly adjusted its format through the opportunity to pform and upgrade.

Chao Qing brings together many functions such as shopping, leisure, entertainment, catering, tidal culture and so on. It is committed to creating a personalized one stop fashion shopping mall, building quality life for consumers and enjoying fashionable shopping fun.