In addition, district shopping centers are designed for a family audience, and it is quite difficult to go to a distant regional mall with children, and this is also an argument in favor of a “district resident”. “A shopping center near the house, where there is shopping, entertainment, and a food court, and there are just no empty shop windows, becomes an excellent solution,” the expert believes.
RE-ORIENTATION TO NEW BRANDS
Many developers have no doubt that the trend towards an increase in entertainment and educational content will continue. Someone bets on sports, believing that just in times of crisis, people begin to actively engage in sports, thinking about their health; someone talks about increasing the share of public catering and entertainment, citing the example of the United States, where this share already accounts for 45% of the area of shopping centers, while in our country it does not exceed 17% even in the most advanced malls.
“However, it is important that the shopping center still remain a shopping center! He should have everything in abundance and at the same time cannibalism inside the object should be excluded, ”says Evgenia Khakberdieva.
“Sports, food – it’s all great, but we understand that we simply won’t find so much sport. As for food, we have a wonderful Privoz food mall in Zhulebino, where even now things are going well. But it is very small, only 15 thousand square meters. m, and at the same time it is quite difficult for us to look for a good pool of gastro-enthusiast tenants,” Sophia Merlin agrees.
Therefore, the expert believes that today it is necessary to do exactly the same thing that has always been done - to reorient the market towards Russian retail. “It is clear that while we are still psychologically not very ready for this. We all think: “But how can we replace Zara or Stradivarius?” - Yes, we will replace it somehow! We also have Russian brands, and new retailers are entering the market - for example, Olso: some time ago, we, developers, treated Russian manufacturers with less respect, but now we will treat them correctly. The buyer today buys one thing, and tomorrow another - what we will offer him, ”Merlin says emotionally, adding that in addition to Russian, there are also foreign brands that do not go anywhere and want to develop.
In addition to reorienting the market to new brands, Krasny Kita is considering the option of inviting professional clinics. “But they need certain technical conditions, and when we realize that we can provide them, we will reorient the premises,” the expert is convinced.
A SHOPPING CENTER AS A PART OF A CLUSTER
"The local one" - a shopping center located "near the house", near a residential area, has really shown itself to be a quite stable format today. “Therefore, if 10–15 years ago investors carefully invested in district shopping centers, preferring larger formats that seemed doomed to success, now the situation has changed dramatically: more compact shopping centers have become a stable format,” notes Elena Solovyova.