According to Winning Business Data, the average daily passenger flow of typical shopping centers in June has recovered to 92.9% of the pre-epidemic level.

For most of the shopping centers, the six-month "passenger flow recovery war" has finally come to an end. In this, there are "top students" project does not stop at "recovery", but also came up with a customer flow doubled the report card, enviable.

However, some people are happy and some people are sad, some cities are still digesting the negative impact of the epidemic, and there is no shortage of people who are not doing well.

Overall, in the second half of the year, when the epidemic prevention and control has become normalized, the question in front of shopping centers is still how to convert traffic into sales, and help merchants quickly improve their performance to make up for the losses in the first half of the year.

First, the national mall traffic recovery 92.9%, Shenzhen, Chengdu and other 8 cities to take the lead in the "full-blooded resurrection"

Looking back at the first half of the year, the new crown epidemic as a sudden "bomb!

During the Spring Festival, the national shopping center traffic began to fall off a cliff, lost the "Golden Week", the overall traffic in February fell to the lowest value, the national mall average daily traffic of less than 3,000.

Although in the resumption of work after the resumption of production, March traffic out of the valley, the fluctuation of traffic in various tier cities. The amplitude of the first half of the peak, but, the national shopping center traffic recovery takes a few months? In the face of many uncertainties, the answer to this question, at the time no one can answer.

It is encouraging to see that in April-June, the epidemic in China was properly prevented and controlled, a series of preferential policies were launched, and shopping centers continued to optimize their business initiatives, boosting the flow of customers to continue upward.

June, China's total retail sales of social consumer goods 335.26 billion yuan, basically the same as the same period last year, people's consumer confidence is basically restored, the national shopping center average daily customer flow is restored to the pre-epidemic level of 92.9%. ("Pre-epidemic level": November-December 2019 average passenger flow data as a reference, the same below)

Among them, the second-tier cities, third- and fourth-tier cities have reached more than 93% of the pre-epidemic level; by the impact of the new epidemic in Beijing, the increase in passenger flow in the first-tier cities slipped from 28.3% to 10.3% in May, and in June the average daily The average daily passenger flow in June was 84.6% of the pre-epidemic level, lagging behind the overall recovery level of the country.

Although Beijing's epidemic rebound brought a "hiccup", but the national epidemic prevention and control into the normalization of the situation has not changed, the consumer market is stable to improve the general trend has not changed. In the summer node stimulation, shopping center traffic will remain a certain growth trend, combined with the June traffic fluctuations, is expected to July-August national shopping center overall traffic will usher in the "full blood resurrection".

It turns out that in a few months, China's shopping centers have taken the lead in the recovery. Behind the positive data and the rebound in traffic is the fact that China's shopping centers are rising to the challenge, able to withstand the risks and pressures, and have plenty of resilience and vitality.

From a typical city point of view, Shenzhen, Zibo, Wenzhou, Yantai, Jinan, Dongguan, Chengdu, Kunming and other eight cities, the first to complete a full recovery "big task", become a second-tier cities in the commercial resistance to the strongest "leader!

The first eight cities to complete a full recovery are the most resilient commercial "leaders" in first and second-tier cities.

It is worth noting that weekends and holidays bring the role of passenger flow pull is still obvious. Since "May 1", the typical shopping center average daily traffic into a period of steady growth, every weekend, holidays will be a small wave of traffic. But compared with the New Year's Day holiday, May Day holiday, Dragon Boat Festival holiday traffic for about 60%, just "qualified". The "revolution" has not yet succeeded, shopping center comrades still need to work hard.

Second, the municipal business district, "the return of the king", but the "top students" more than regional + mature business district

February-May, the normalization of the epidemic prevention The consumer radius is shortened due to the normalization of the epidemic, and the people's habit of "nearby consumption" is gradually formed, which promotes the warming up of regional business districts, and the recovery of municipal business districts lags slightly behind that of regional business districts; and in June, the situation can be reversed, with a higher degree of commercial sophistication and a wider range of municipal business districts covering more clientele. "Overall, the overall reverse of the regional business district.

Emerging business districts are relatively more advanced in terms of amenities, and the projects in these districts are relatively shorter in terms of years of experience, and pay more attention to creating a comfortable and healthy shopping environment, which better meets the healthy consumption needs of consumers, and the recovery of customer traffic has been ahead of the mature business districts for many months.

Among the hundreds of shopping districts in the first-tier cities, nearly 40% of them have seen their customer traffic return to more than 90% of the pre-epidemic level. Among them:

21 shopping districts have fully recovered and exceeded the pre-epidemic level, which are mainly mature regional shopping districts, mainly serving residents in urban sub-centers with strong consumer demand and a strong business atmosphere.

Among the 21 100% recovered business districts, Shanghai accounted for 10, Shenzhen accounted for 9, and Guangzhou accounted for 2. Shanghai and Shenzhen business districts have strong commercial competitiveness; Guangzhou business districts have more decentralized customer flows but are relatively more stable; and Beijing is slow to recover due to repeated epidemics.

Shanghai Changshou Road shopping district came out on top, the projects in the district mainly serve the community, such as KING88, a shopping mall that gathers Boxmart Fresh Life and Hanson Home Furnishings, and Xikang 189 Lane, which focuses on the theme of music, etc., and the scale of traffic is not as large as that of the core shopping district, but the stability is strong.

Among more than 200 shopping districts in typical second-tier cities, 55% of the districts recovered to more than 90% of the pre-epidemic level in terms of customer flow, and 1/4 of the districts achieved 100% recovery. Among them:

Regional mature business districts have recovered better, Chongqing, Zhengzhou, Xi'an, Xiamen, Nanjing, Hefei, Hangzhou, Harbin and other cities have recovered the best business districts belong to the regional mature business districts;

Chengdu Chunxi Road business district is one of the few municipal mature business districts that have recovered 100% or more of the customer flow. Chengdu IFS, Chengdu Sino-Ocean Taikoo Li are high-end shopping malls, in the epidemic period still attracted dozens of brands stationed, thanks to the return of luxury consumption, customer traffic increased rather than decreased.

Wuhan's Zhuhai shopping district became the only district in Wuhan to successfully "fight back" and achieve 100% recovery. Wuhan Aggregate Shopping Center in the business circle is a large suburban shopping center, "home + shopping" mode of operation, the surrounding traffic is convenient, radiation Wuhan three towns and even central China, since the opening of the customer flow is strong.

On the whole, although the municipal business district, the emerging business district overall customer flow recovery situation is better, but from the point of view of the breakdown, the first and second tier cities recovery momentum "top" of the business district is mainly for the regional business district, the mature business district.

The reason for this is that the regional business district, the number of mature business district itself is more, carrying most of the daily consumption needs of consumers; the second is the municipal business district itself is a huge scale of passenger flow, recovery to 80% or 90% has not been easy, and the emerging business districts due to the immaturity of the business atmosphere, the size of the flow of passengers is generally at a relatively low level, the two are more difficult to "abnormal" play. "

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