Where Is The Way Of Omni Channel Shopping Mall?

Over the past ten years, the growth rate of offline shopping centers has been around 23%, far more than retail The speed of business opening; At the same time, shopping websites represented by Tmall, JD, Dangdang, etc. have risen at a growth rate of nearly 100%, and have developed from self purchase and pooling to platform structure. These trends all mean the arrival of a new era of omni channel shopping centers.

Therefore, we can boldly predict that in the next 5-10 years, offline and online shopping centers will be integrated and become the mainstream channel of future consumption, representing the changes and trends in purchasing power, consumer behavior and category selection. The final value created will account for 70% - 80% of the total retail sales of consumer goods in society.

What revolutionary changes will take place in the shopping center? After years of retail business consulting experience and insight, Jiuzhou Vision has summarized five major change trends.

The first trend is that the function of shopping center will change from simple shopping to platform and location, which will affect the change of profit model of shopping center. At present, the core profit points of online shopping centers include management fees, sales sharing and advertising machine search media charges. On the other hand, although the change from the pure rent model to the deduction and commission model has become increasingly obvious, the rental income is still its core source of income. However, the profit point of the third part of the online has not been fully formed offline.

Trend 2, offline Shopping Mall The asset attribute of the asset management system is becoming increasingly prominent, and the transaction will become more active. The era of big asset management is about to emerge. Unlike foreign countries, China's real estate is mainly held by developers. The development mode of developers is mainly bank loans. With the adjustment of macro financial policies in recent years, developers' capital costs have become higher and higher, and the capital chain has become increasingly tense. The traditional "cash flow rolling assets" model is challenged, and the liquidity of the property itself has begun to become a key indicator, so asset transactions will have a large-scale growth in the next 3-5 years.

The third trend is that the management of the shopping center will return to its original source, pursue the return on investment, maximize the value of the shopping center, and optimize the operation and investment portfolio. When the "cash flow rolling assets" model encounters greater challenges, asset liquidity becomes increasingly important, and the arrival of the era of large-scale asset trading will make asset prices tend to return rationally, and asset trading prices will slowly return to the level of asset value, that is to say, asset prices will return to the central point of EBITDA return without moisture. EBITTA returns are directly related to investment. The return of shopping center management to its original source also means that the investment in shopping centers tends to be rational.

Trend 4: The trend of intelligent development of shopping centers is almost inevitable and will become a favorable weapon for a new round of competition in shopping centers. With the use of sensor technology similar to ibeacon's Internet of Things, consumers can increase their shopping experience in stores and purchase conversion rate in shopping centers. In addition, energy consumption can also be greatly reduced through sensor technology. The use of the open software platform will change the structure of the shopping center's LAN, so that the software based on the mobile Internet open platform can be connected with WeChat, Weibo, App and Web as a whole, and the application of big data will become a reality. Combined with the investment in software and hardware, the omni channel retail management of shopping centers has gradually become possible from a dream.

Trend 5: Omni channel shopping centers are the future. With the development of intelligence, information flow can become a closed loop. The closed-loop technology of capital flow is no longer an obstacle, so the rapid development of logistics technology in recent years has also provided a good offline foundation for the development of omni channel shopping centers. When the commodity flow converges with the maturity of technology, it seems that the omni channel shopping center is not far away from us, although this process is inevitably accompanied by difficulties. But what we can foresee is that the competition in the omni channel mode of shopping centers has begun. In the future, we may say: "We don't care about online or Offline The sales volume of has increased or decreased, but whether we have increased or decreased in the omni channel. "