Characteristics of community shopping centers

1. Community shopping centers are multi-format and multi-functional, facing most consumer groups.

Community shopping centers operate in the same place with different formats based on various consumer demands of community residents, realizing the gathering of multi-formats and multi-service functions, and forming a one-stop service business model. Effectively reduce the time cost and transportation cost for customers to choose and enjoy all kinds of consumption. Although the community shopping center has its own target customers, it does not limit the level of customers, fully respects the choices of various consumers, and allows as many consumers as possible to gather in the community shopping center for various purposes. Multi-format, multi-function and facing most consumer groups in the community are the fundamental reasons for the strong ability of community shopping centers to gather customers.

2. Community shopping centers implement the management mode of separation of ownership, management right and management right.

Generally, developers are responsible for the development and construction of commercial property in community shopping centers, and professional commercial management companies are responsible for the unified planning, unified investment promotion and unified management of the entire commercial property. Many businesses operate independently under unified management. This management model emphasizes the role of social division of labor and skill specialization, and the division of labor is clear, which is conducive to giving full play to their respective expertise and advantages and achieving efficient operation. The relationship between community shopping centers and merchants is the relationship between owners and tenants, managers and managed people. The management relationship is based on the lease relationship. Only renting and not selling is an internationally accepted shopping center operation mode, and community shopping centers are no exception. With unified property rights, community shopping centers can take the initiative in choosing commercial formats and industries and realize good unified management of community shopping centers.

3. The unified management within the community shopping center makes the multi-format system have an integration effect.

Although the community shopping center has gathered merchants of various formats and industries, and each merchant operates independently, it has a unified management system, unified marketing planning, unified external publicity and unified public relations affairs handling, thus ensuring the consistency of the marketing strategy and image of the community shopping center. It represents a management system, and each merchant is only a part of this complex, following unified operating rules and becoming a unified whole. A variety of formats coexist in the same space, with division of labor and cooperation, complementary and mutual benefit, forming an overall scale, reducing the transaction cost of single store operators and shopping center managers, and producing a system integration effect of "the whole is greater than the sum of parts".

4. The core business of community shopping center is to combine investment projects according to its own positioning.

Community shopping center is different from a single retail format, and its core competitiveness is not only reflected in commodity combination and commodity sales, but also in comprehensive combination ability, that is, the combination of various formats and their attraction and cohesion to brands. What the community shopping center provides in the market is a function of business combination, which enables all investment projects suitable for their own positioning to exert unlimited potential in a limited space, thus fully embodying the overall value of the community shopping center.

The marketing goal of community shopping centers is to attract popularity and bring a large number of customers to businesses.

The shopping center itself does not directly participate in the operation of retail, catering and service industries. Implement unified marketing planning, improve the comprehensive marketing ability of the whole shopping center, and make it a real population gathering point. The goal is to attract popularity, bring a large number of customers to tenants, promote their profit growth, and finally stabilize tenants, thus stabilizing and gradually increasing rental income.

6. Community shopping center has two-way service function.

Community shopping centers serve consumers and operators. It should not only provide consumers with shopping, catering, entertainment, leisure, life service, social and other multi-functional consumer service places. It can also provide merchants with a convenient and reliable business environment and a profitable environment of various formats, so that merchants can feel the all-round help and support of community shopping centers in their operations.