输入完成搜索
什么让开发商彻夜未眠?
Stuart Rough
20th 六月 2016

​ The rise in international retailers’ commitment to China is cause for optimism amongst retail developers according to research by Broadway Malyan.

Three quarters of the developers surveyed were positive about the interest that global brands have in entering the Chinese market and pointed to the rise of a wealthier middle class as one of the drivers of this change. The statistic was one of the key findings of research that was presented at Retail Asia Expo 2016, an annual event which brings together retail developers, occupiers, architects and consultants to discuss recent trends and issues in the sector.

Broadway Malyan’s global chairman Stuart Rough was one of the main speakers at this key international conference, and his presentation shared his views on the future of retail and insights based on a number of project case studies and the aforementioned research.

在亚洲人口数字的重大变化,特别是搬迁到城市的人员增加,以及财富的增长也对零售额有了影响:人们在奢侈品、娱乐及技术产品上的花费日益增长,而传统零货及服装销售则走平或呈下降趋势。

“这正带来休闲和娱乐空间以及饮食消费的增加。我们可以看到此类空间占可租赁总面积的65%,特别是新型商业度假区将购物与主题公园及集会地点、动态公共空间结合起来,并提供很多餐饮选择。而这些在之前大多是分开的。”

研究表明这些方法主要服务于那些不一定要购买东西的消费者,而是他们的社交聚会及游乐提供场所,而且会被消费者积极接受。

Stuart又说:“令人鼓舞的是将近90%的消费者追求新颖的购物体验。如果开发商和零售商愿意投资并尝试一些不同的东西,他们就有可能从其正在做的事情中获得更多利益。

“这个商业市场变化很快,这些公司会持续创新并拓展他们的产品,以维持日益细分顾客的兴趣,如今的消费者消息更灵通,更果断,可以找到最优价格。”

其他乐观因素包括,本土品牌(67%)的变化与增加速度,以及零售开发项目带来的机会(63%)(以商店和购物中心为主的大型综合体项目)。

但也有一些负面因素。超过80%的零售开发商对在线零售业的持续增长以及它对实体店的影响忧心忡忡,总体经济放缓对上述被调研的58%的投资决策有负面影响。

“在线购物及浏览的增加给这个领域的开发商带来了焦虑,这一点都不奇怪,顾客通过实体店来寻找目标产品越来越难了”,Stuart说。

“但对那些愿意投资于室内设计的人们来说是一个很大的机会,不管是开发新的空间或改造已有空间。

“商店及广场可以成为时尚的陈列室,以及科技的展示区,给人们感受和尝试产品的机会。如果设计正确,这些空间灵活性很高,可用作时装秀、音乐会以及颁奖仪式举办的场所,以及提供快闪店及餐饮区。

“该投资也应扩大到更大范围的商业环境;通过设计优质公共区并确保业态组合正确以留住顾客。因此,一切的关键是营造令顾客感觉良好的空间。”

商业是英国宝麦蓝建筑设计公司的一个核心项目领域,公司已经在中国交付了众多项目,包括最近启动的四元桥方案(北京一七万平方米的新建购物中心,是家乐福在中国最大的物业投资)。2016亚洲零售博览会于6月14-16日举办,将报告与展示分为三个特色分明的主题:零售技术、零售设计以及店内营销和网络零售。

这项调研是英国宝麦蓝建筑设计公司的Caffeine报告的一部分;为一份商业开发商的调研,问题极度尖锐,乃至让他们彻夜不眠。本调研是在与Ipsos Mori合作开展的。

“在线购物及浏览的增加给这个领域的开发商带来了焦虑,这一点都不奇怪,顾客通过实体店来寻找目标产品越来越难了”
Stuart Rough, Group Chairman, Broadway Malyan

根据英国宝麦蓝建筑设计公司的研究,国际零售商在中国市场的扩张令零售物业开发商对未来信心满满。

对这些开发商三个季度的调查发现,全球品牌有主动进入中国市场的兴趣,并进一步指出,更富有的中产阶级的出现是其动力之一。该统计是2016年亚洲零售博览会上展示的主要研究成果之一,在这个年度活动中,零售开发商、居民、建筑师及顾问聚集一堂讨论该地区最近的趋势与议题。

英国宝麦蓝建筑设计公司的全球主席Stuart Rough是这次重要国际会议的主要发言人,他的报告在一些工程案例研究及上述调查基础上给大家分享了他对未来零售的看法与洞见。

Stuart说:“我们可以看到传统消费者行为从花钱购买产品转变为将技术、购物以及娱乐结合起来以建构一种属于他们自己的体验,这多少影响了商业的趋势。

The research showed that these approaches, where the prime focus is not necessarily about purchasing goods but offering spaces for social gatherings and fun, will be positively received by consumers.

Stuart added: “What is encouraging is that nearly 90% of customers are craving new, innovative retail experiences. If developers and retailers are willing to invest and try something different, they are likely to gain greater interest in what they are doing.

“The retail market moves fast, and it is those companies that can continue to innovate and develop their offer that will maintain the interests of an increasingly fragmented consumer base, which is more informed and empowered to make decisions and find the best prices.”

Other factors to be optimistic about included the pace of change and growth in home-grown brands (67%) and the opportunities presented by retail-led development (63%), with stores and shopping centres anchoring larger, mixed use schemes.

However, there were some negatives. Over 80% of retail developers were concerned about the continuing growth in online retail and the impact it is having on physical stores, and the general economic slowdown has impacted on some investment decisions for 58% of those surveyed.

“It is no surprise that the rise in online purchasing and browsing is a worry for developers in the sector, with customers becoming increasingly hard to target through physical stores”, continued Stuart.

“But, it does present a big opportunity for those willing to invest in interior design, whether developing new space or refreshing existing.

“Shops and malls can become showrooms for fashion and demonstration areas for technology, giving people the opportunity to feel and try products. If designed correctly, these spaces can be adaptable, allowing events such as fashion shows, concerts and award ceremonies to take place, as well as offer pop-up stores and food options.

“This investment should also extend to the wider retail environment; by designing high quality public spaces and ensuring that the right mix of uses are considered footfall and dwell time will both be increased. It’s about making spaces that make the customer feel good.”

Retail is one of Broadway Malyan’s core sectors and the firm has delivered a number of projects in China including the recently launched SiYuanQiao scheme; a new 70,000m² shopping centre in Beijing which represents Carrefour’s largest China property investment. Retail Asia Expo 2016 took place from 14-16 June and had presentations and exhibitions organised into three distinct themes; Retail Technology, Retail Design and In-Store Marketing, and Internet Retailing.

The research was part of Broadway Malyan’s Caffeine Report; a survey of retail developers which asked them about the issues that kept them awake at night. It was carried out in partnership with Ipsos Mori.

获取宝麦蓝最新动态

如果您想收到我们每季度的新闻快报,请在右侧提交您的详细信息。