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2013年,万达为首的商业地产集团大举发展电商事业的消息不绝于耳。当“不出门也可以逛街”的广告铺天盖地而来时,实体店的盈利模式和空间随着地租的一路上扬也面临着越来越大的挑战。电商蓬勃发展,犹如洪水,不可小觑,但不是每家地产商都会自主发展电商。与此同时,电商作为营销手段之一,不应也不能是商业地产发展的全部未来。市场研究集团益普索(Ipsos)近期发布了针对一线城市广大消费者的《购物中心客户体验年度报告》,“客户体验”对商业地产来说达到了前所未有的高度。
In 2013, the commercial real estate group headed by Wanda heavily promoted the development of e-commerce business. When the advertisements that “can go out and go shopping” come out of the sky, the profit model and space of physical stores are facing more and more challenges along with the rent increase. E-commerce is booming. It is like a flood that can not be underestimated. However, not every real estate developer will develop its own electricity supplier. At the same time, e-commerce as one of marketing tools should not and can not be the whole future of commercial real estate development. Ipsos, the market research group, recently released its “Annual Mall Customer Experience Report” for consumers in first-tier cities, “Customer Experience” reaching an unprecedented level for commercial real estate.