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在激烈的零售业竞争中东莞华南MALL无疑是一项巨大的商业投资,其运作的过程中必然要遭遇各种商业风险。珠江三角洲地区商业地产在经历了2002-2005年的投资过热后,在土地价格上涨和国家宏观调控的双重作用下迎来了紧缩时期。本文分析了在这种背景下代表了中国零售业新业态的华南MALL当前面对的挑战与机遇。笔者认为在当前市场竞争日益激烈的情况下,华南MALL必须调整自己原有的市场策略和定位,积极应对商业地产紧缩带来的挑战,把握机遇,完成商业与地产的完美对接。
In the fierce competition in the retail industry, Dongguan South China MALL is undoubtedly a huge commercial investment, its operation is bound to encounter a variety of commercial risks. After experiencing over-investment in 2002-2005, the commercial real estate in the Pearl River Delta region ushered in a period of tightening under the dual role of land prices and state macro-control. This article analyzes the challenges and opportunities currently facing South China MALL that represent the new format of China’s retail industry under this background. I believe that in the current increasingly competitive market conditions, South China MALL must adjust its existing market strategy and positioning, and actively respond to the challenges brought about by commercial real estate tightening, seize the opportunity to complete the perfect docking of commercial and real estate.