The Jewish business law “to earn money for women and children” is reflected in Shenzhen shopping center today. This week, the reporter interviewed some shopping centers in Shenzhen and learned that “children’s head” children’s economy is very popular, and Shenzhen shopping center is beginning to “sprouting”.

The theme of children's expansion

According to a survey conducted by Rong Dao China, in 2007, the proportion of children aged 0 to 14 in the first, second, and third tier cities in the country accounted for about 23% of household expenditure. By 2013, this proportion had risen to 33%. According to statistics from the National Bureau of Statistics, the scale of China's children's consumer market in 2013 has exceeded 400 billion yuan. DTZ reported that the proportion of children's business, catering, entertainment and entertainment continued to increase, the theme of children's expansion was obvious, and family-type shopping centers became mainstream in the regional commercial circles. It is estimated that from 2013 to 2015, the overall market size of the indoor children's paradise industry will maintain an average growth rate of 40%, that is, from 4.2 billion yuan in 2012 to about 11.525 billion yuan in 2015.

Shopping Center Brings "Family Consumption"

Shopping malls in Shenzhen want to “share” children’s economic market share. The reporter noted that most shopping guides for shopping malls in Shenzhen specifically list children's consumption guidelines. In KK Mall in Shenzhen, children's wear, children's photography, and playgrounds accounted for 15 items. Longhua Jiufang Shopping Center specialized in “child entertainment and education” and there were 16 children’s programs, including the 9th Youth Radio and Television Center. Yang Hongmei Private Children's Art Museum. The children's business match in Shenzhen Shopping Center is expanding from the single children's retail in the past to the forms of education, development, amusement, catering, and photography, and the types tend to be diversified. At present, the pace of innovation in domestic children's consumption patterns is very fast. There are hundreds of well-known brand enterprises in China, and there are nearly 40 listed companies in the children's consumer industry, showing an upward trend year by year. Children's consumption not only has the effect of "a dragging N", but also has the "experiential" characteristics, so it can often bring the "family consumption" effect to the shopping center.

With the 80s and 90s becoming the mainstay of consumption, many couples who are married have begun to transition to families of three and four. The family's focus has gradually shifted to children, and family-oriented consumer trends have become increasingly apparent. Therefore, under the influence of e-commerce and intensified competition from the industry, the operation of many shopping centers in Shenzhen tends to be “familyized” and “experienced”. The reporter learned that in the Shenzhen shopping center, adults spend more time to play with children than in parks or communities. Some parents and children usually do not come alone. Parents also invite other families to form a group consumption. ". With the advent of the "4+2+1" or "4+2+2" family structure, a family may have 6 parents rushing to pay for the children's consumption, and the children's economy has a super "absorption" for shopping. In the center's children's entertainment business, 20% of the income comes from escorting parents.

Put children's business into an important position

Relevant data show that in the composition of children's consumption expenditure, the proportion of children's education and children's entertainment consumption has increased year by year, accounting for 54% of the total expenditure of children's consumption. In addition to increasing children's entertainment projects, Shenzhen's major shopping centers have launched a variety of experience activities to promote children's business consumption and attract family-type passenger flow. Recently, Shenzhen Happy Coast Shopping Center and United Oil Painting Department of Guangzhou Academy of Fine Arts held the first children's drawing competition. The winning children can also receive free artistic guidance from Guangmei art instructors.

The reporter learned from the interview that the shopping mall that will be opened this year will also place the children's business in an important position. The KK ONE shopping mall in Shenzhen, which will be opened in May this year, will feature the theme of youth fashion. The overall business plan will be based on the business combination of “Main Store + Fast Fashion + Brand Integrated Store + Popular Dining + Leisure Entertainment” as the main theme. For the M-Zone, children's playgrounds, theme restaurants, and children's accessories programs are mainly planned. In the second half of this year, the Zhongzhou π Mall Shangshang Shopping Center has brought together IMAX theaters, boutique retail, international cuisine, children's parents, and creative markets. It has also included children's parents in the introduction program.


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