Cao Zhen

    caozhen0806@126.com

    WHEN it comes to malls, the hot trend is building mixed-used projects that further leverage technology to create a customized experience with enhanced customer service initiatives, location-based services and compelling in-store environments, according to a commercial property conference held in Shenzhen last week

    Organized by Cion and Winshang.com, the conference discussed shopping center innovation, as shoppers’ tastes and habits have changed in the days of e-commerce and social media.

    “Growth in the shopping center industry has been robust over the past 10 years and in the future, there will be fierce competition,” said Xie Fei from Winshang.com’s data analysis center. “Some mixed-use projects that combine stores with theaters, kids areas, pets areas and even rooftop farms have responded well to the needs of various consumers. There is no longer any ‘either-or’ splitting online and in-store shopping. Many digital and mobile technologies, such as all-inclusive shopping and payment apps, have been integrated into brick-and-mortar stores as a result.”

    Other experts said that besides technology, malls have reinvented the shopping experience by curating a tenant mix that makes shopping centers more than just a place to shop.

    And there is also a great deal of attention being paid to mall design. “Ten years ago, shopping in malls was very simple but now consumers take selfies everywhere and post photos on social media. Could our architects, interior designers and light designers do research into every aspect of our malls to facilitate our shoppers taking selfies?” asked Lyu Hua, a deputy general manager with Centralcon Group.

    With all the industry’s innovation, businesspersons at the conference believe that these trends will shape revenue generation, reflecting a flexible system that blends online and in-store sales in various forms of smart payment.