Research On The Evolution Of Shopping Mall Business Model In China

China has the most active market in construction of shopping malls,along with the largest area under construction in the world.But,some of the shopping malls have been poor in lease and operation due to high degree of homogenization.The Shopping Mall is the important commercial form and life scenario for the consumer society to meet high quality living demands,this paper studies the evolution of shopping mall business model in China is based on the contrastive study of Chinese and foreign perspective,and therefore to carry out planning and construction of shopping mall in all parts of China,accurately grasp the development trend,and avoid unnecessary detour risks is of great significanceFirst of all,this paper systematically sorts out the relevant theories of shopping mall and business model,then deeply analyzes the background of shopping malls in China and in foreign countries,some representative specific shopping malls have been selected to analyze the business model of them in the United States,Europe,Japan,as well as in China.In the analysis of oversea shopping centers,we also pay special attention to the new exploration of shopping centers in recent years on the concept and application of technology.According to the contrastive study of shopping malls' business models in China and in foreign countries,similarities and differences have been found separately.The reasons for the differences are mainly two: various development process and growth environment.Therefore it gives us three hints in shopping malls construction in China : first,to the shopping mall construction,commercial goes ahead of construction;second,the shopping malls must be docking system of municipal construction and realize win-win situation of government performance and business system;third,although there are inherent defects in the lease promotion,this may be an opportunity for the upgrading of shopping mall and win-win cooperation.On the basis of the comparison between the Chinese and foreign models,the new environment faced by shopping malls in China has been analyzed in detail in this paper,which is not the same as foreign centers.Not just new development of existing consumer behavior,but also a new development in the retail industry has been occurred,with a total of five environments interleaving.These five environments have been a challenge for shopping malls in our country,and they brought a great opportunity as well,so the article also explored the improvement of our shopping malls' business model,based on the Chinese and foreign models:First,orientation improvement.This includes two aspects: one is the extended targetcustomers,whether or not the consumer loves shopping,as long as the need to improve the quality of life is existed,they are the target customers;the other is to expand the service content,to increase the business function and public function of the shopping malls on the basis of not affecting culture and comfort,in order to maximize human traffic and prolong the stay time.Second,business system improvement.The business system is upgraded by a series of modifications through the identification of the orientation.This also includes two main aspects: one is the consumer experience upgrade.Through the five major transformations of functional diversification,upgrading of business mode,theme customization,business culture and space humanization,consumers can get a profound experience in irreplaceable scenes and realize consumption in the sense of trust,pleasure and satisfaction.The other is to upgrade the partnership with the merchant.In order to achieve the win-win situation,shopping mall and the lessee have upgraded from the original common leasing relationship to a community of shared future.Shopping center provides the tenants with more flexible space support and provides more value-added services in the logistics support and digital business.