Shopping centers blindly increase the catering format and should be changed.

When the economic situation is good, the days of commercial real estate are very good, especially the commercial real estate of the head brand, with good geographical location and large passenger flow. When the passenger flow is large, the merchants who rent shops can make money, and the shops in shopping malls will be in short supply. The more merchants earn, the higher the income of shopping malls will follow.

However, the epidemic came and everything changed. Rich people don't have much surplus grain at home, and the days of commercial real estate are no longer as good as before.

Let's look at the data first. 20 14 to 2020, China will occupy 13 of the 20 cities with the largest shopping centers under construction in the world. Up to now, there are nearly 4,000 shopping centers in China, ranking first in the world. In addition, the construction boom of shopping centers is far from over. The most critical data is that the vacancy rate of retail properties in many cities has exceeded the warning line of 6%.

Saturation directly leads to so many customers, which leads to excessive competition in shopping centers, sparse crowds and insufficient food for every family. Judging from the demand of the whole market, it is bound to be raw, and the saturation of shopping centers leads to the scarcity of people, which makes it difficult for businesses including restaurants to continue.

Almost all shopping centers regard catering as a life-saving straw for attracting investment, and "the format is not enough for catering" has become the mantra of investment promotion personnel. From the basement to the top floor, there are restaurants on almost every floor, especially on the top floor. In the most difficult place to attract investment, there will be a special restaurant floor named "Food Plaza". The direct result is the development of a large number of catering brands in shopping malls. However, after all of them entered, the situation of oversupply made more restaurants in trouble.

Characteristics of catering format in shopping centers

Catering is a very difficult industry, which needs to go through different stages such as product, supply chain, operation management and brand operation management.

1, the catering format has a long lease term and low lease capacity. At present, the area of catering in commercial projects is usually 300-500 square meters (including kitchen);

2. The rent level of catering is generally low, and the increase of guaranteed rent is low, usually only 40%-50% of the retail format;

3. The lease period of catering format is longer than that of retail format, generally 5-8 years, and the rent increases slowly during the contract period, generally 2-3% per year;

4. The guaranteed rent paid by catering industry has significant difference effect in different cities, but the difference in floor efficiency is not so obvious;

5. Compared with other retail formats, the operation mode of catering is relatively simple, the incubation period is short, and the cash flow is fast, so catering often becomes the fastest part of attracting investment in shopping centers, and it takes a short time to "raise";

6. The catering industry has the function of driving the top floor and moving line of shopping malls. Setting up catering in such a position can effectively solve the problem of insufficient passenger flow at the corner of high-rise buildings and moving lines;

At present, the catering format of shopping centers is concentrated in the price range of 40-50 yuan to 70-80 yuan per customer. Lugang town, grilled fish, green tea and other catering brands with similar positioning frequently appear in shopping centers with different positioning and locations. These emerging restaurants have almost become the standard for upgrading old department stores and the first choice for newly opened shopping centers. Such serious homogenization makes it difficult for catering to operate after entering.

After an epidemic, a number of restaurants with no characteristics, no competitiveness and poor cash flow were eliminated. In this way, the surviving restaurant products are good, distinctive and competitive. Excellent restaurant owners, their business has recovered quickly, and bosses want to take this opportunity to expand rapidly.

Future: Differentiated catering brands are more eager.

For example, in 20 19, the catering in Shanghai Shimao Plaza accounted for 2 1%. Compared with before, the number of catering brands is abundant, while the area of single store is reduced, and the largest store does not exceed 500 square meters. For catering, this is the best time and the worst time. Catering brands should have retail strategic thinking and refined management.

To do catering, first of all, we need to control costs and reduce risks; Secondly, the product is always the core. Online celebrity catering has grown from a household name to a prosperous one, and consumers need to recognize its taste. In addition, catering enterprises should ensure a stable management system, choose appropriate store locations, and pay attention to marketing, so that more consumers can know and understand the brand.

The acceleration of market renewal iteration makes customers more critical in demand and return to catering format. The catering in shopping malls is constantly changing, but the catering merchants who operate with heart must come to the end.

The withdrawal of a large number of shopping malls will inevitably mean that a large number of new formats will be settled in the next few years. In the future, the catering format of shopping centers presents the following trends: shopping centers enter the "inventory era" and are more eager for differentiated catering brands; The change of business format is accelerating, and "niche" and "exquisite" brands are constantly emerging; The combination of online and offline catering has become a new growth point of restaurant turnover; The "lonely catering economy" triggered by empty nesters is erupting; The trend of innovation is from high value to personalization and theme, seeking cultural and value recognition; Big data empowers the catering industry and plays an increasingly prominent role in catering business decisions.

Content synthesis from: Food Times, East China Commercial Real Estate Exchange.