Interactive Experiential Consumption: Dislocation Management

The closing of department stores in Changan Wanda Plaza marks a dilemma in the development of commercial real estate.

Just over two years after opening, the situation shows that the flow of people is insufficient and the overall sales performance is poor. Wanda's commercial giant has to make adjustments according to the actual situation, and discourage merchants who have not yet expired in the contract period.

The major adjustment is not just a branch in Changan, but many Wanda Plaza will carry out similar projects at the same time.

As a matter of fact, the department store that encountered project diversion is more than Wanda Plaza.

More commercial streets and street shops are difficult to sell.

Difficult and difficult to manage are the basic characteristics of traditional business nowadays.

A phenomenon neglected by the industry is that more and more shopping malls come and go, but fewer and fewer people come to shop. The convenience, low price and wide selection of online shopping have brought shopping people to the Internet. This huge contrast makes the traditional department stores encounter a cliff like market fall, and can not see the hope of stopping.

The decline of stores has led to more and more vacant pavements, which has been implicated in the development of commercial real estate.

In their own interests, despite the fact that the topic of commercial real estate surplus is rarely seen in public, the reality of control over shops, office rents, and so on can be seen everywhere, which makes people feel that commercial real estate is in a low ebb.

This is essentially different from the massive demand for residential projects.

At present,

It is still in the peak period of expansion. Only in Central District, there are many commercial complexes in full scale construction, and these so-called complex, department stores, facade, office buildings and other traditional composition is the most important component.

Some professionals believe that the emergence of a large number of commercial complexes has contributed significantly to the pformation and upgrading of the city's commercial image, but on the other hand there are also risks of excess.

In some stores, children's amusement programs, entertainment items and catering items have become important business contents, but these interactive experiential consumption places have limited development space after all.

How to conduct dislocation management, avoid face-to-face homogenization competition, and vigorously introduce culture, sports, indoor adventure, interactive programs and so on, is a problem that the industry needs to face squarely.