Shopping Malls - China - May 2015
“Shopping malls need to offer wider ranges of retail and non-retail outlets, including the familiar outlets people expect them to provide, and the excitement of new and niche products, brands and services. But they must also become easier to navigate and offer a more appealing shopping experience. Increasingly they need to use Big Data predictive analysis to engage more closely with their shoppers, and become more responsive to their rapidly changing needs. Those changing needs come from increasingly consumer diversity, which is creating demand for an ever broader mix of products and services, and the outlets that serve them.”
– Matthew Crabbe, Director of Research, Asia-Pacific
This report discusses the following key issues:
- Variety is the spice of life
- Give me room to breathe!
- Speak with me!
The advent of rapid growth in online retailing has changed the way malls need to operate in China, and the way mall developments are designed and what they offer.
To counter the convenience of online shopping, malls need to deliver more of an experience, not just related to a wider variety of stores and eateries, but also more entertainments and leisure offerings. They must become more convenient to visit and move around, while also become more relaxing to invite those who find shopping at malls hard work.
Continued rapid urbanisation, especially in lower tier cities is also challenging malls to become communities in their own right, developing more mixed-use malls to integrate shopping with entertainment and leisure, as well as work and residence. As China’s cities look to develop more “smart city” concepts, the use of Big Data is becoming an issue that mall developers cannot ignore, and must plan to use to make their malls adapt and respond to consumer needs on an on-going basis.
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