Shopping Centres For Children Become Main Stores And Business Opportunities Lie Behind Them.

Once consumers enter

In the environment, the consumer radius of the business is likely to expand, thus covering related industries such as clothing, toys, restaurants, supermarkets, hairdressing and hairdressing.

Although the overall physical retail market is still not optimistic, children's related industries are promising.

In the contest with the electricity supplier, especially the children's economy, catering and entertainment led "experiential" consumer market has become a trump card for all kinds of physical stores.

In Beijing Chaoyang Joy City, the world's leading toy and baby products retailer Toys R Us has been popular in the mid autumn holidays.

The children's toy chain store, which allows children to interact with each other, is now planning to expand in the Chinese market.

It is reported that there will be 9 new stores put into operation in Toys R & D City in the near future. Around the National Day golden week, children and parents in 35 cities across the country can enjoy high quality parent-child time in the new toys and intelligent new world of Toys R & D.

Performance of "play"

It is reported that as of the second quarter of August 2nd, Toys R & amp; e disclosed that the company's net sales increased by 2.7% over the same period last year, reaching $2 billion 400 million.

The US based toy and children products company says its performance gains are mainly due to net sales growth in the US domestic market and growth in the number of stores in the international market.

Toys R & D's domestic market grew by 1.5% year-on-year, with toys, learning and entertainment products growing well.

Internationally, sales grew by 2.5% year-on-year, mainly driven by sales of toys, learning and seasonal products.

According to reports, the toy R & D China's managing director, Mu Fei Ma, has publicly stated that in view of the good prospects for the Chinese market, Toys R & amp; e plans to end 2015 by 100 stores in China. At present, China is already one of the fastest growing markets in the world.

Mu Fei Ma also revealed that the performance of Toys R & D in the Chinese market has increased significantly every year. At present, it has nearly 60 stores in China, and plans to expand to 75 stores by the end of this year.

"If we keep steady growth every year, we will open about 25 stores in mainland China every year, mainly aiming at two or three line cities."

Mu Fei Ma said.

According to reporters, the toy R & D's mode is to introduce Lego, HASBRO and so on.

Toy products, but also has its own brand of toy products collection sales.

Sometimes there will be joint ventures with big brands, such as movie products.

Because Lego, HASBRO and other companies will cooperate with the film companies to synchronize the production of movie theme toys, the sales performance of these products has always been good.

In addition, about 25% of Toys R's products are exclusive, about 10% of which are private brands, compared with the profits of private brand goods.

Mu Fei Ma said that the proportion of private brand goods will continue to increase in the future.

While developing the entity business, Toys R & amp; e city has already launched the business of electricity supplier sales platform, so it will develop online and offline in the future.

It is noteworthy that reporters in Beijing Chaoyang Joy City interview, Toys R & D city has a special area for children to try best selling toy products, increased interactive experience.

According to the relevant responsible person, the main focus of the store is the overall positioning of Chaoyang Joy City, and the vast number of children who experience training in recent years.

Since its opening, Chaoyang Joy City has targeted its customers in the 25 to 35 year old group of young families according to the characteristics of its business district, and has focused on the development of children's formats. Through the development of the past two years, its children's experience format has been in the leading position in similar business projects.

Now the whole ten floors of Chaoyang Joy City are almost all planned as children's formats: Asia's largest children's career experience hall, blue sky city professional experience paradise, creative baby early childhood education experience center, Butch Park, smart baby genius cultivation center, and marmallow.

These experience formats, together with Toys R & D five floor, enrich children's experience formats, bring richer product choices and more enjoyable shopping experience to consumers, and bring a good popularity to Chaoyang Joy City.

The popularity of playing

In fact, it is not just toys that have expansion plans.

There are more shopping centers in the experience economy.

Recently, Wanda Group announced a high-profile entry into the children's industry. It plans to open 200 Wanda Baby King parks in the country by 2020. Before that, Biguiyuan, Pauli, Vanke and other real estate developers began to get involved in children's indoor experience amusement parks.

In fact, in all the children's MALL of Beijing, Jin Yuan MALL's children's format is the largest, and the business area of "Jin Yuan's children's growth world" has reached 26 thousand square meters.

According to the reporter, before the children's MALL theme of Jin Yuan's children's growth field was not located, the location had been done in auto, auto parts and other formats, but it has not been successfully developed, and it has been vacant for more than a year.

After market investigation and analysis and professional agencies' matchmaking, the project has finally determined that the consumption of children's experience is a breakthrough to attract stable passenger flow.

Every weekend, this place is always a joyful sea for children.

In the face of many people's point of view that "children's formats do not make money", the industry believes that with large amusement appliances as an example, this is undoubtedly the most attracting children.

However, the purchase cost of large amusement appliances is very high, and it is difficult to recover the cost only in the short time.

However, children's formats are not independent. They can serve the whole shopping mall.

Lai Yang, Deputy Secretary General of the Beijing business economics society, said that children could not make money in their experience formats because they brought passenger flow and popularity, and naturally increased the chance of consumption.

As for whether the mall can increase its turnover, it depends on other factors. "

According to Lai Yang, children's formats can attract consumers into shopping malls as "bait", but they can generate consumption. It depends on whether other brands in the store are combined, whether the provision of shopping malls function is perfect, and whether they can bring experience to consumers.

Jia Tao, vice president of Shanghai Hongxing Mei Kai Long, also said at the seventh China commercial real estate development summit forum that physical stores should not regard children's business as a life-saving straw.

No shopping center has any life-saving straw, nor has a formula. According to the needs of customers, supporting is the kingly way.

Business opportunities behind popularity

In addition, according to a survey by Gao Li international research and consulting department, more and more shopping centers have made children's businesses the main stores, not because they can make money for shopping malls.

Speaking from the rent level, children's business has little rent even if they make the main store, and the investment in large-scale children's business usually returns to 5 to 8 years, or even longer.

But because children are the core of the family, catching children means catching the whole family, and the popularity of shopping malls naturally comes up.

In addition, DDD Southern China district research department said that children's business can drive the consumption of the whole market, but it does not pick up the floor and position, so this kind of commercial shopping mall is more interested in investment, but also conforms to the market.

Experts say that under the impact of e-commerce, the offline seller must increase the proportion of experiential consumption, in order to attract the lost source from the line to the line.

Shopping centers frequently raise children's formats, which are inseparable from two factors, namely, the impact of electricity suppliers and the homogenization of brands.

"From the actual operation of many shopping centers, the theme is children.

It will take a long time to experience the format. "

Experts say that if consumers enter the shopping center environment, the consumer radius is likely to continue to expand, thus covering related clothing, toys, restaurants, supermarkets, hairdressing and other related industries.

This shows that children's experience economy has super cohesive force.

Unlike fashion brands, children's economy will not only consume people and consume power, but will also bring more spending power to stores.

This is also an important reason for children's brands to be settled by major commercial complexes.

"With the improvement of living standards, the consumption mode of" Little Devil in charge "is becoming more and more common.

Yan Yuejin, a researcher at Shanghai Yi Ju Real Estate Research Institute, believes that children's consumption has both the effect of "one dragging N" and the "experiential" characteristics, so it can often bring the effect of "family consumption" to stores.

How to play the new meaning

Why do businesses look after children's experience? What are the market prospects of children's economy? According to a survey by Rong Dao China, children have become the core of household consumption.

In 2007, the proportion of children between 0 and 14 years of age in the 123 tier cities nationwide accounted for about 23% of household expenditure, and by 2013, this proportion had risen to 33%.

According to the statistics of National Bureau of statistics, the scale of children's consumption market in China has exceeded 400 billion yuan in 2013.

In addition, DTZ's commercial real estate report in the first half of 2014 also showed that the proportion of children's experience, catering, entertainment and entertainment continued to increase, and the expansion of children's theme was obvious.

It is estimated that from 2013 to 2015, the overall market size of indoor children's toys and children's amusement parks will maintain an average growth rate of 40%, that is, from 4 billion 200 million yuan in 2012 to 11 billion 525 million yuan in 2015.

At the same time, experts said that the policy of "single child" has brought more benefits to the children's economy.

However, experts also remind stores and businesses to avoid the situation that "homogenization competition" may bring about "earning only eyeballs without making money".

Now, these commercial bodies and shopping centers are all in a rush for children's economy and related experience formats. How to stand out in the competition has become a new topic that businesses need to solve urgently.

In the long run, the fatal injury of the children's experience Museum in China is: "one side of the pavilion", and the homogenization is serious.

Moreover, the interior of the experience hall looks like a great variety of things, but children like it often just a few of them, but each item gives people the same experience.

This means reducing the number of "repeat customers".

At present, the number of children's repeated experience is about three times a year.

On the one hand, venues should be better maintained for existing customers, such as giving them some birthday parties and other exclusive thematic activities; on the other hand, the facilities and themes of the project should be updated in due course.

Eight weeks in Shanghai, the head of the town said they regularly developed different themes and updated virtual simulation equipment.

The entire park will update half of its projects every two years to ensure children's attractiveness.

Lai Yang also cited the case of Chaoyang Joy City, "I personally believe that the introduction of" blue sky city "and other children's formats in Chaoyang Joy City successfully helped it rise.

Lai said that before the emergence of the professional experience Park in the blue sky city, Beijing shopping center.