Core summary
Small town consumer has enough time to have recreation and consumption in; Demand of consumption of jewelry of You Le of dress, meal, film, children, gold is driving, among them, children entertainment project is welcome degree (47.5% ) outclass children grooms kind (25.3% ) and teach early kind (17.1% ) project.
Small town market grows a space in big, cinema line and channel of mother baby industry sink the trend is highlighted. relatively 2012, 3, 4, amount of screen of film of 5 lines city is added fast it is respectively 227% , 310% , 350% .
The growth that town influences development, average per capita to be able to control income and raise the commerce of small town in arousing to develop latent capacity to what life character asks. Town is changed lead every to increase a percent, can induct 1000 much rural population to go into town, drive many yuan 1300 consumption demand thereby.
Shopping centers channel sinks, capacity of the amount that increases a project newly 2017, system is occupied than all be in in small town is achieved highest; 3, 58% what the amount occupies the shopping center that 4 lines city adds newly to add gross newly.
Practice of small town shopping center leads low, empty buy in rate is high; The layout of existing shopping centers, mode, operation specializations degree, brand matchs degree wait for domain and consumer psychology to appeal to beg existence difference.
Survey sample picture
Group of small town youth consumes the current situation in
What compare large city is white-collar, group of small town youth lives in expenditure is inferior, prices is relatively cheap, can control income actually opposite taller, already made the brunt group that the dominant power that consumes the market and consumption upgrade.
Consumer of small town shopping center has an insight into in
Of patronage shopping centers " small town youth " consumptive apiration is active and it is an unit with the family
"Labour firewood young worker " and " the white-collar is new in produce " married rate is respectively 68.7% with 90.7% .
The dweller of comparative big city, in small townsman working hours is little, free time is much
31~40 hour is medium working hours of small townsman a week is occupied than highest time length (occupy than 35 ％ ) , under city of a gleam of (56 ％ ) with second line city (47 ％ ) ; Interval of 41 hours is more than in working hours, in small town is same under city of line of just a little; Contrary, small townsman working hours is in in of 21~30 hour occupy than, city of line of prep above just a little.
In small town gold kind consumptive demand is driving, surmount big city
Each district still has custom of heavy gold betrothal gifts, in small town particularly apparent. Gold exceeds big city in permeability of 34 lines city, often choosing headgear also is old brand gold enchases kind of brand.
"Sexual price is compared " and " taste " still be medium the principal attention dot that small town meal consumes
Day eat and Han eat are passable in in small town has position, and southeast Asia meal hard by in self-identity of small town consumer. Consumer can try new-style dish to taste, but the dietary convention with very difficult new education. "This locality dish + plain Hunan dish " situation is broken very hard.
Small town will make the layout focal point of mother baby enterprise in future
Mother baby channel sinks, mother baby market of future will widen gradually in small town, show from data, in city of a gleam of although proportion of mother baby market is held not much, but the parents of city of a gleam of has particular brand demand to mother baby brand, brand of baby of not all mother can hold position in city of a gleam of, be in instead 345 lines city, make the space that more mother baby brands had development, although competition is intense but high grade brand still can the heart of capture consumer
In in project of the children inside small town shopping center, recreation and experience service are quite welcome
Of 2 embryoes policy carry out, consume a structure upgrade, Yo the development that the rise of ideal change and new retail pattern is Mu Ying industry brings more to help strength, make mother baby market is full of an opportunity. Begin from 2016, give stranger mouth to appear to increase substantially, population bonus will get be releasinged further.
Shadow of small town outlook consumes the market to be in in be pregnant with, latent capacity but period
Amount of screen of film of 345 lines city already exceeded city of line of just a little, "Channel sinks " become nearly two years of keywords. From the point of film screen amount, be far ahead of amount of screen of film of second line city at other city, end the end of the year shared screen 2017 18343, it is 3 times of amount of 5 lines city about; But screen of 345 lines city is added fast apparently fast at city of line of just a little, relatively 2012, amount of screen of 345 lines city increased respectively 2.27 times, 3.1 times with 3.5 times, become each courtyard line to add the key section of screen newly.
From each line screen amount occupies the city to look than coming, screen amount occupies 3 lines and the following city to increase than year after year, had overtaken 2017 city of line of just a little, the market is occupied than achieving 54.11% , become courtyard line to establish the town with cinema most screen group. Space of development of market of film of 345 lines city is large, channel of prospective courtyard line will still continue to sink.
Traditional KTV is in in small town still has vivosphere
Because can replace recreational form ceaseless grow in quantity, condition of KTV whole industry to decline, but still be medium the brunt that recreation of small town people consumes.
Dress is in in small town is retail kind dominant place still is taken in consumption
Sort of demand of small town consumer is abounded in, except catholicity demand (dress, meal, sell) outside, cinema and children You Le also show taller attention to spend.
Compare with big city photograph, structure of age of small town consumer distributings in more even
At present small town photograph compares large city in our country on age structure distributing more average. Future inside 10 years, come from 3, the middle class of 4 lines city will be become take the fastest than growing group. Shopping centers needs more press close to each ages and estate consumer demand.
Small townsman approbates degree of promotion to domestic brand in, promote western-worship brand blindly no longer
In concept of brand of dress of small town consumer upgrades, increase to demand of brand of domestic a gleam of.
Apt of small town consumer pays close attention to service of sex of shopping centers understand, property in
Small town is defined in
In the economic feature such as small town GDP, population
Ai Rui refers couple institute of city of new a gleam of of · of the first finance and economics is newest publish " pop chart of glamour of business of 2018 China town " , Chinese city rank and data of almanac of bureau of each province statistic, put forward: Be less than GDP 450 billion yuan, often live population is less than of 5 million 3, 4, classify of 5 lines city is in small town.
Chinese town changes development course
Small town belongs to limits of strategy of policy discount country in
Town changes development to already entered the 4th phase, development of the equitable distribution of population, resource, balance makes main purpose, small town will be Chinese economy in growth provides main power.
Market potential
Town changes development to promote the market to consume latent capacity
Town is changed lead every to increase a percent, can induct process of 1000 much rural population, drive many yuan 1300 consumption demand then.
Consume ability
Small townsman income is mixed in consumptive ability promotes quickly
From 2013 - in light of the data 2017, the life of average per capita of small town consumes defray and average per capita to be able to control income to all show vigorous growth state in, for urban business development lays next good foundations.
Market breach
The population of small town in be being compared is measured, the development of its shopping centers is put have market gap
Change development as town, population amount year after year increases, the dweller's income, consumption level and the requirement to crude vivid character are met subsequently heighten, to the commerce of 34 lines city development offerred tremendous potential.
Competitive circumstance
Low price and guest group consumption upgrades demand makes in small town is become " sweet pastry "
The whole nation added shopping centers newly to basically be centered in 34 lines city 2017, its open capacity of project amount, system newly to occupy than all highest, approach 60% . The 504 commerce project of practice is medium 2017, the amount of start business of 34 lines town 292, occupy than amount of total start business 58% .
Distributinging feature
Review 2018 first half of the year data, distributinging disequilibrium of shopping centers of new start business
2018 first half of the year in all practice 228 shopping centers. Distributing from area on look, hua Dong holds half of country, southwest exceeds Hua Na; Vivid jerk of commerce of big city whole is tall, small town is quickening layout in.
? Hua Dong: The Hua Dong that GDP saves Zhejiang, Jiangsu and Shanghai of countrywide economy center greatly is area overlord as before, practice gross is occupied become than exceeding 4.
? Southwest: The performance first half of the year is unusually brisk, with 35 practice gross the quantity is jumped house the 2nd. Be attributed to Chengdu Chongqing two big cities, lu city, abide by justice, guiyang, Dazhou behaves Yi Jia.
? Hua Na: Wide deep the consumptive vigor of city of two big a gleam of.
? China in: This year first half of the year, as vastly of 9 dragon storehouse, initiate, 10 thousand amount to, of 10 thousand divisions, Tian Hong send force in succession, china in feel proud and elated of commercial real estate.
? Other: Northwest, china north expression is normal, and northeast still pays a copy.
In light of single city, shanghai is the most active, after Hangzhou counts Shanghai of prep close behind of value of a quantity 12 times, chengdu and Xi'an stand side by side for 8 together the 3rd.
Other city start business
? Hefei, Dongguan, fine promote (all 4)
? City of Nanjing, Qingdao, Wuhan, Changsha, Ning Bo, Kunming, Lu, abide by justice (all 3)
? Tianjin, carry on is promoted, river of city of village of Xuzhou, Yantai, jujube, 9 rivers, Ji An, Fosan, benefit, Zhuhai, luxuriant name, 10 lasher, Luo, Huhhot, Dazhou, Guiyang, Shenyang, Urumqi (all 2)
Outspread feature
The portion opened shopping centers channel newly to sink in October 2018 posture is apparent
The share is new in October 2018 practice shopping centers 47. In a gleam of, new a gleam of, or the city with the economic better progress such as provincial capital falls relative to saturated circumstance, shopping centers is sinking to develop the 34 lines city with bigger space gradually.
18 practice measure Hua Dong banner and other 6 large areas, practice quantity is adjacent 4 into; Southwest exceeds the Hua Na that economy developeds relatively with 10 practice quantity, jump occupy second place; After Hua Na, China north, northwest measures close therewith with 5 practice together; Expression is relatively fatigued and weak is China counteract northeast two large areas.
From the city vivid jerk looks, shanghai is most active, have 4 projects start business, having two nevertheless is to put a quantity to transform a project; The practice quantity of 5 cities all is in He Zunyi of Beijing, Tianjin, Chengdu, Dazhou 2 above.
Can see, in city of 4 big a gleam of, expression of Shanghai, Beijing is normal, practice of each one project of Shenzhen and Guangzhou, especially Guangzhou, this year in August, all will appear without new project in September. Other economy developeds, the city with commercial better environment if practice quantity all will pay no attention to and other places of Hangzhou, Chongqing, Xi'an, Nanjing, Suzhou in October want, the Dazhou that is 34 lines city instead, abide by justice is more active, rich of Zi of city of Bo of such as Anhui, Shandong, Jiangxi is additionally new beyond, in advance of Henan mesa, Shanxi, and other places of Chang Ji of Wu Zhong of Wu Wei of Yan'an of Yunnan music pacify, Shaanxi, Gansu Province, Ningxia, Xinjiang also has project start business.
This also mirrors instead, in a gleam of, new a gleam of, or the city with the economic better progress such as provincial capital falls relative to saturated circumstance, shopping centers is sinking to develop the 34 lines city with bigger space gradually.
Body measures a feature
Body of shopping centers of new in October start business measures 5-10 10 thousand it is the mainstream, more than 10000 presence of 2-5 are large city
Look from commercial system capacity, the commercial system of 5-10 all places is the mainstream. The system capacity business of 5-10 all places is most in October, occupy than about 36.17% ; The body of 2-5 all places estimates commercial take second place, occupy than about 29.79% ; The system capacity business of 10-15 all places is occupied than about 23.40% , the system capacity business of 150 thousand above is occupied than 10.64% . This report goes out, medium or small shopping centers is taking the pressure such as land cost, development cost photogenic the general quantity project than 2289 is finite, also can satisfy the requirement that idle away in seeking pleasure buys, offerred certain space to build scene and sale plan to exhibit an activity to bazaar.
The community that body of 2-5 all places will measure October kind a gleam of that small system measures commercial system to basically be centered in the economy such as Shanghai, Hangzhou, Suzhou, Qingdao, Shenzhen, Beijing, Tianjin, Changchun to develop and provincial capital city. Reason: 1, the cost that take the land is higher; 2, consumer demand changes, 3 kilometers community consumption; 3, physical space is insufficient.
Operation current situation
Empty buy rate is high, lack high quality property, urban business real estate still needs innovation to upgrade
The anticipation of 3 lines city also farther to good, but lacking high quality property will still be international brand is garrisoned the crux of the problem of suffocate suffocate. Mode idea tradition, design weaves unreasonable, operation specializations low series problem causes rate rate of shopping centers practice is low, empty buy rate is high.
Commercial opportunity
Small town consumer goes after brand-new consumptive setting in, existing business development is more backward.
