商圈研究||上海七大商业中心考察分析
销售培训 2010-10-23 05:03:39 阅读78 评论0 字号：大中小 订阅
上海七大商业中心考察分析 离购物天堂差四步
国际上被广泛认可的国际购物天堂有9个：英国的伦敦、法国的巴黎、美国的纽约和旧金山、中国的香港、意大利的米兰和罗马、日本的东京、瑞士的苏黎世。上海会不会是第10个？
在不久前结束的2001年上海商业工作会议上，上海提出了要建成国际购物天堂的计划。但市商委有关负责人认为：“国际购物天堂只是一种„民间‟的说法，比如说香港、巴黎、伦敦、纽约，大家都已经认可了它们，但并没有具体的量化标准。我们现在要做的就是一步步摸索，找到一条融合上海本地特色和国际先进经验的路子，来建设我们自己的国际购物天堂。”
上海财经大学国际工商管理学院副院长、市政府商业决策咨询专家陈信康认为，上海要达到真正意义上的国际购物天堂，可能要15-20年的时间，到2006年，上海可以按照自己的标准，做到“国际化”的购物天堂。
不过，和记黄埔地产公司的副总经理佘耀庭先生的看法却具有一定的代表性。他对目前国际上公认的九大购物天堂都进行过考察。他认为，上海离国际购物天堂的差距，在环境、品牌、价格和服务四个方面。从品牌上来讲，国际上的一线品牌时装在上海几乎没有成规模的分号；价格上更是处于劣势，打折的机会非常少。
但是，佘耀庭对上海还是非常看好，“根据我的经验，如果在中国打造购物天堂，一定是上海。”他举了个例子：现在购物天堂人均占有商业面积的指标是1.2平方米，而上海现在大约达到了0.93，已经非常接近了。上海还有两个有利条件就是购物旅游和自身品牌的打造，“购物天堂一定要商业旅游带动，靠本地消费永远不可能，上海这方面的优势在全国独一无二。”其次，上海附近有许多国内知名的服装厂，可以算是二线品牌，“不要小看二线品牌，日本的东京之所以被列为世界购物天堂之一，主要也是靠日本本土的二线品牌。”
目前上海有八个市级商业中心：俗称“四街四城”，即淮海路、南京东路、南京西路、四川路；豫园商城、徐家汇商圈、新客站不夜城、八佰伴时代广场。
There are eight commercial centre in Shanghai (four streets and four cities) : Huaihai Road / Nanjing East Road / Nanjing West Road / Sichuan Road / Yuyuan / Xujiahui / New Paenger Station / Babaiban Time Square
在这八个市级商业中心中，记者选择了淮海路、南京东路、南京西路、豫园商业区、徐家汇商城、浦东新上海商城（豫园商城和襄阳路服装小商品市场由于其独特的文化背景，单独列出），以商品品种、业态分布、购物环境、交通条件为标准，进行实地考察，评定星级。希望能为上海建设国际购物天堂提供一份有价值的参考。
一.淮海路：70年时尚T台 Huaihai Road : Fashion T station of 70years
70年来，淮海路在上海商业中都占据了非常重要的地位。从30、40年代起，淮海路就引领着上海的时尚，直到今天，它仍然是上海最具时尚气息，最高雅的一条商业文化街。Leading Fashion of Shanghai
The most fashionable and elegant street.淮海路东起人民路，西至凯旋路，全长6.8公里，分东、中、西三段，横穿卢湾，徐汇两区，商气辐射黄浦，静安等区。西起陕西南路，东至西藏南路，北至延安路高架，南至复兴中路，长约2.2公里的淮海中路段，是以高雅著称的上海主要中心商业街。随着淮海中路商业功能的延伸，淮海中路路段已从“街”的概念向“街区”拓展，整个区域以淮海中路为轴线，东起西藏路，西到陕西路，北连金陵中路，金陵西路，长乐路，南接复兴中路，面积3.5平方公里。据卢湾区商委吴荷生主任介绍，目前淮海路79.4%的消费者在40岁以下，其中，男性占38%，女性占62%。这部分人一直是上海最时尚，也最注重品位的消费者。79.4% of the customers with age under 40.
38% male.
62% female.商品品种 ★★★★
淮海路上商品品种不但丰富，还满足了“购物天堂”一个最大的商品特点，就是可以满足各个层次消费者的需要。高档商厦如淮海中路的巴黎春天益民百货，淮海西路的美美百货；中档商厦有中段的百盛、太平洋百货、华亭伊势丹，低档的有襄阳路市场。常去香港购物的余小姐认为，之所以说香港是“购物天堂”，不仅是香港的商品多，还是因为商品的结构齐全，几乎任何人都可以在香港买到他想买的东西。high-cla shopping malls are “printemps”/“meimei”, mid-cla shopping malls are “Parkson”/“Pacific”/ “estan”,low-cla shopping malls are“xiangyang road”.
就这点来说，上海的差距很大。我经常在外面逛了一天，却空手而归。相比之下，更多人喜欢逛淮海路，就是因为淮海路的商品比较齐全。
百盛是一个以18－35岁年轻人为主要顾客群的商场。百盛30个大类的商品随时尚潮流而动，商品品牌、结构处于不断调整中。Parkson’s customers with age between 18 to 35.
淮海路太平洋百货是适合女士购物的商场，在这里女性品牌非常齐全。
购物环境 ★★★★
淮海路特有的海派风情让很多人喜欢在淮海路上休闲购物，特别是华灯初上，即使不买东西，徜徉在淮海路也能感受到阵阵时尚风气。
“新天地”的开发为淮海路营造了一个独一无二的休闲“港湾”，这在整个上海也是少见的。在淮海路购物的消费者，可能累了就会到“新天地”小憩，从而延长了消费者在淮海路上的逗留时间，反过来又会进一步刺激消费。“新天地”的成功大大提高了淮海路地区的商业价值。
除了环境优美，淮海路还解决了另一个颇让消费者头疼的问题，就是再不用担心无法解决“不时之需”。除了沿路商场和快餐店里的厕所，消费者沿淮海路每步行10分钟左右，便能找到一间公厕。一般指示牌设在路边醒目的地方，而公厕则跟弄堂里的居民小区连在一起。
在淮海路的众多商场中，百盛，太平洋百货，华亭依势丹是三家购物环境比较好的商场。记者看见，三家商场周围都有各自泊车的地方，商场内醒目处都有楼层指示牌。在大部分楼层都有供顾客使用的洗手间，商场内有自动取款机（太平洋百货就有中国银行、建设银行、工商银行三家银行的取款机）。
服务水平★★★
百盛、太平洋百货、华亭依势丹都有投诉处，太平洋百货专设贵宾厅负责投诉和售后服务，一般情况下，顾客不满意可以退货。太平洋百货和百盛还配有应急医护室。
但三家商场在有些方面还不尽如人意。据记者观察，三家商场的服务人员除“欢迎光临……”用的是普通话外，第二句话基本用的是上海方言。英语的应用也不普及，百盛每个楼层只设一个楼层管理员负责接待外国顾客，太平洋百货也只有少数几个客户服务担当此任务，而依势丹一楼的服务台小姐则告诉记者，依势丹没有英语导购人员。在三家商场内，由于工商管理部门的有关规定，商品标价牌一律用中文标识。相比之下，太平洋百货在其他广告牌，导购牌的中英文对照方面做的是最好的。三家商场的入口，除百盛有供残疾人专用的通道（记者去的时候通道入口被展览柜台挡着），其余两家均没有此项服务。此外，三家打烊时间都在21：30至22：30之间，休业后至第二天开业期间没有特别的顾客服务。
交通条件 ★★★★
淮海路交通便捷。东与上海南北交通主干道西藏南路相接，中与南北高架相交，淮海中路口有上（南向）下（北向）匝道；北越两个街坊（约两百米）与延安中路高架相望，近西藏南路有延安中路高架上（西向）下（东向）匝道；地铁一号线穿梭于淮海路下，地面设有陕西南路、黄陂北路和常熟路站；途径的公交车共有28条。可谓空中（高架），地面（公交车和出租车），地下（地铁）一应俱全。
2月9日上午10时，记者来到淮海路，在淮海路陕西南路路口的车站等车。这个车站聚集了
6、7条公交线路。记者注意到，在此车站的候车点，平均每分钟都有一辆公交车靠站，不到一分钟可等到一辆的士。淮海路茂名路路口的值勤交警告诉记者，只要消费者不遇上车辆高峰期，乘公交车用20－25分钟，打的只需10分钟就可以走完这七公里路程。乘地铁会更快，只需7分钟就能从常熟路到达位于黄坡南路站的太平洋百货。
从陕西路以东至西藏南路，沿途的伊势丹、新华联、百盛、瑞安广场、中环广场、香港广场，地下都可以泊车。其中百盛楼下有90个车位，国际购物中心有35个车位，瑞安广场有800个车位，加上太平桥人工湖下的200个车位，在这一段泊车没有太大的困难。相对之下，淮海路商圈西段由于商厦及写字楼较少，泊车就相应困难一点。
业态结构 ★★★
在淮海路商区3.5平方公里的范围内，它拥有百货商厦、超级市场、专卖店、襄阳路的摊贩式经营、新天地的休闲娱乐式消费和自动售货机等在内的无店铺销售。
百货商厦占的比重最大。像百盛，新华联，太平洋百货这样规模大，商品全，服务好的商场，淮海路有很多。它们以其独特的魅力每天吸引着成千上万的顾客来此消费。
据卢湾区商委吴荷生主任介绍，目前有很多新型的业态关注淮海路，卢湾区商委有意引进一些综合性的小型都市购物中心，包括餐饮、休闲、服务的功能。加大品牌专卖店的力度，届时，市民会看到一些国际知名品牌，在同一品牌的专卖店里，可能包括了服装、饰品、鞋帽、皮具，甚至以其形象衍生出的系列玩具。
特色加分 欣赏上海美女
近百年来，淮海路影响了几代上海人的时尚观。1910～1920年，大批白俄来到上海，俄式风情的商铺如雨后春笋般涌现，淮海路被称作“东方涅瓦大街”；十九世纪三十年代，由于商业圈中进驻了不少法国侨民，法式商店蜂拥而起。淮海路（当时被称作霞飞路）上随处可见法国风情的上海摩登女子；解放后，上海妇女用品商店成为最受上海女性青睐的商店，当时各种面料的花阳伞，皮质、草质、布质的各种包袋，款式不一的服饰，还有百雀灵、友谊牌雪花膏、蛤蜊油等化妆品在那里都有卖；1984年12月，上海第一家美容厅——露美美容厅出现在了淮海路、马当路口；90年代，淮海路上一条短短300米的小街华亭路成为上海时尚人士最热衷去的地方；1993年，上海第一家百货公司华亭伊势丹在淮海路上开业；2000年，淮海路上出现了全上海最in的酒吧和咖啡吧。
几乎所有上海时尚的源头都可以从淮海路上找到，从这里走出去的女子，是上海最考究,最经看的女子。
是否能够引领时尚是“国际购物天堂”的一个重要标准，上海目前对国际时尚的影响力并不大，但如果上海的文化、时尚会出现一个中心发源地，那可能就是淮海路。
《i时代》建议
淮海路商业线拉得太长。记者从淮海路常熟路步行至西藏南路（中途不进入商场）花了50分钟，如果加上购物，很容易感到疲劳。淮海路要让人更加觉得身在“天堂”，就一定要解决这个问题，将休闲和购物进一步结合。
另一个问题是南北高架将淮海路一切为二，很多逛街的人走到成都路高架便不再往东走了，让人有种割裂感。而黄陂路上的太平洋、时代广场就被割裂在淮海路东端。
二.南京西路：五星级围合“金三角”
南京西路从茂名路到静安寺一段，由梅龙镇广场、中信泰富和恒隆广场组成的上海商业“金三角”。这块商业区的特点是中高档消费人群集中、购物环境良好。它凭借附近的高档商务楼、五星级宾馆、饭店带来的人气，初步形成了一个高档消费品的商区。
南京西路商业区有“金三角”之称，因为这里以中高档消费为主，据恒隆广场统计，其主流消费群体以男性本土的企业单位主管级白领为主，年龄均在30－45岁之间；而港台地区和日本消费者的比例占了15%-20%；所有消费中，信用卡消费占80%，是上海所有商业街区中使用率最高的。
白领的日常消费以及涉外人士的休闲消费是这一商业区的主要特点。
商品品种 ★★
要想吸引客人，一个很重要的环节就是产品种类要齐全。梅龙镇、中信泰富和恒隆广场各自声称其商场内的国际品牌都有上百种，其中恒隆广场，仅一线品牌就有30种以上。但是这比起罗马、香港等国际购物天堂还有很大的距离。 Silver Shen小姐虽然身在上海，但是每到节假日就喜欢飞罗马、香港、东京等地，每次回来都是大包小包的，她说，“上海购物，品牌虽然多，但是国际一线品牌还比较少。在罗马的西班牙广场有一条仅200米的购物街，这条街上全是国际一线品牌的专卖店，虽然总共加起来不过200家，但是只要人们听到过的品牌这里都有。而且规格齐全，样式都是当年发布的新品。”据Silver介绍，每天西班牙广场上都是人山人海，厂商为了保证人均购买率，对消费者发号进入，百万富翁也不例外。事实上，西班牙广场上停靠的名牌轿车，80％的车主都是来这条街上购买国际品牌的。
施乐公司的张梦非先生去过很多国家，他对这条街的印象非常深刻，他分析说，“因为意大利是全球时尚发布的中心之一，这里的专卖店大都能在第一时间内拿到全球最新的款式；这里全是三层楼的专卖店，所以尺寸齐全；再加上各品牌产品集中，人们可以一次性满足购物需求，不用到处奔波寻找。”
购物环境 ★★★★
南京西路“金三角”的三大商厦人均占有商业面积上海最大。南京西路“金三角”在建立之初就非常注意这方面的问题，像恒隆广场占地面积31,088平方米，加上楼层，实际面积共计211,000平方米，其中商场占地面积50,000平方米；而中信泰富商场的占地面积也达到了34,500平方米。这是建立国际购物天堂的一个重要指标。其中恒隆广场和中信泰富商场内的人均占有商业面积都在1.5平方米以上，超过了国际上发达国家购物的人均占有商业面积1.2平方米的标准。
曾在澳大利亚获得MBA学位的Cambal Wong小姐就非常喜欢在瑞士的苏黎世和香港购物：“因为我比较喜欢安静，苏黎世和香港大商场的购物空间非常大，可以安安心心地浏览，购买商品。”
在南京西路有两家肯德基、一家麦当劳、一家顶呱呱餐饮店，还有老字号的镇江饭店和梅龙镇酒家。而在三大商厦中都设有不同档次的咖啡馆。消费者休闲、吃饭十分方便。
业态结构 ★★★
梅龙镇、中信泰富、恒隆广场各自的消费群体非常明确，不会产生品牌竞争，这样的结果就是消费群体分流，各取所需，既避免了商场的重复投资，也减少了消费者不必要的来回奔走。
南京西路“金三角”购物中心还包括从陕西路到茂名路之间的品牌专卖店。有一点像罗马“西班牙广场”的味道，可是国际品牌太少。
交通条件 ★★
梅龙镇广场离地铁二号线最近，步行只需5分钟，即使是稍远的恒隆广场离地铁二号线，也只有7分钟的时间；三家商场附近共有20条工交线路到达。
对于乘坐轿车的消费者来说，三家商场附近都有出租车停靠点，并且拥有私人停车用的停车库，停车库最多的是中信泰富，共有380个车位；较少的梅龙镇广场也有200个左右的车位；而恒隆广场计划建造三层停车库，现已建成两层，二楼车库有车位60个，一楼车库有车为230个；除恒隆广场二楼车库停车费为每小时10元外，其它都是每小时5元。
特色加分 残疾人专用设施
这三家商场都有残疾人通道，甚至有残疾人专用厕所。所有指示牌都是中英文对照。
三家大商场都采取招租形式，他们不直接对营业员素质和个体投诉负责。他们承担的是“调解人的作用。”但三大商厦都设有投诉部门。
中信泰富推广部吕晴介绍：“出现问题，客户习惯向我们投诉，这些投诉大多和服务员态度有关。我们作为物业单位，不能对服务员采取措施，所以我们都通过第三方（如消费者协会）判定是非，然后提出解决方案。一般3天内，我们都会给顾客一个满意的答复。”
记者在采访时注意到，三家商场的营业员都会简单的外语。
《i时代》建议
“金三角”可联合举办国际一流品牌的换季折扣、年终特卖场。使该区域成为节日的消费好去处。
三.徐家汇：“天堂”里的广场
徐家汇商圈以徐家汇广场为中心，中心商业区包括西至宜山路，东至天平路，南到南丹路，北至广元西路，面积1.1平方公里的范围，辐射到东至枫林路，西至凯旋路，南至中山南路内环线，北接淮海路的3.5平方公里的范围，统称为徐家汇商圈。
东方商厦、太平洋百货、六百实业、汇金百货、汇联商厦、港汇广场等大型商业企业以现代商业经营为理念，在徐家汇广场周围形成了业态结构丰富、特色鲜明、错位竞争、共存共荣的商业格局。
徐汇区商委主任彭光航认为，商品品种是建设国际购物天堂的一个重要组成部分，上海在这方面和国际商业先进城市差距还很大，甚至比国内其它城市也有差距。比如沃尔玛在深圳的超市，1万平方米可以经营8万种商品，而上海的商场或超市一般只能做到4万种。
商品品种 ★★★
徐家汇的几大主题商厦，采取错位经营，每个商厦经营的商品定位各不相同。
东方商厦的商品品种有6万多种，其中进口、合资商品、国产商品各占三分之一。一线品牌占总商品的比例并不高，商场正着力于提升高档品牌的比例。东方商厦一楼的品牌是整个商场最高档的。
汇金百货的主流消费群以白领阶层、职业女性为主，它的商品更讲究品牌。包括了服饰、家居用品、家用电器等30多个商品大类，近五万种商品。
除了八大定位各不相同的主题商厦，从徐家汇中心商圈延伸出去的华山路专卖店则定位在年轻的消费者上，各种年轻人喜欢的品牌样样都有。
宜山路上的宜山建材家具城则逐步发展成为上海规模最大、经营品种最齐全的建材家具集散地之一。
徐家汇商圈还有一个不能忽视的商品类型，就是数字技术产品。继宏图三胞、太平洋数码广场相继开业后，日前微软全球技术中心也入驻徐家汇，使徐家汇形成了“两街一中心”的电脑大卖场。徐家汇商圈现在已形成南北两条电脑街，北有广元路慧谷电脑一条街，南有沿漕溪北路一字排开的太平洋电脑、百脑汇、太平洋数码广场、宏图三胞南边一条街。
购物环境 ★★★★
徐家汇商圈给人磅礴大气的广场感觉，几个大商场各有特色，互为补充。
东方商厦商品结构齐全，但柜台的摆放仍嫌拥挤，平均柜台之间的距离是1.5米。
港汇广场则是一个购物中心。走上高高的台阶，进入港汇，颇让人有些购物前热身的激动。港汇非常大，建筑面积达13万平方米，集购物，娱乐， 休闲，餐饮，观光于一体。近来，永乐院线进驻港汇，赋予了这个购物中心的新功能。
汇金百货则突破了传统百货一览无余的布局格调，将欧美百货的温馨典雅与东方百货的明快简洁结合在一起，既考虑消费者购物空间的自由度和随意性，又注重日益多元化和个性化的消费需求与习惯。
业态结构 ★★★★★
徐家汇商圈的业态很丰富，从传统的百货商场，到集休闲、购物与一体的购物中心；从超市到专卖店，这些不同的业态对于提升徐家汇商圈起到了积极的作用。
彭光航说，综合百货业是徐家汇商圈比较突出的业态，目前已有的几大商场，如太平洋百货、东方商厦、第六百货商店等，实行错位经营，各有特色。除此以外，营业面积达7万平方米的港汇广场属于购物中心，是一种新型的，国际流行的业态。华联吉买盛则是市中心少见的超市形态。
近年来，在徐家汇周边还崛起了数条专业特色街。华山路开发了服装专卖一条街，汾阳路有意打造成西洋音乐一条街。衡山路特色休闲街、宜山路建材家具街均被列入上海市的十条专业特色街。
交通条件 ★★★★
地铁是徐家汇地区最方便的交通工具。太平洋百货、东方商厦、港汇广场、美罗城都可以从地铁直接进入，为顾客带来了巨大的便利。
除了地铁，徐家汇商圈内的公交线路达30几条，加上数10条社会专线，八万人体育场的10条旅游专线和旅游集散地的几十条通往外省市的旅游线路，徐家汇成为上海的交通枢纽。
停车难问题在徐家汇商圈并不突出。上海实业大厦、港汇广场、汇金百货都有地下停车库。徐家汇商圈的停车面积达到10万平方米。还有的商场可以凭在本商场购物凭证免费泊车，只到商场里买一包餐巾纸，就获得了免费停车的权利。
特色加分 年入6.5亿的梧桐大道
衡山路是整个徐汇区商圈，乃至整个上海，最能体现海派文化的一条马路。目前衡山路及其相应的支马路上的商业网点共有167家，主营业态有酒吧、茶坊、餐饮、娱乐、美容、书画等104家（经营面积为30328.5平方米），其中衡山路主干道上有57家（经营面积15788平方米）；相关业态有宾馆、旅行社、服饰、银行等63家。衡山路休闲娱乐街上商业网点的年营业额约在6.5亿元。
《i时代》建议
徐家汇商圈商业繁荣，但商务的发展则落后于淮海路、南京西路及浦东新区，提升商务功能将会对徐家汇商圈有多种好处。高级写字楼里的白领将会是商业和文化的引导者。
衡山路近来的风头渐被“新天地”抢去。如果衡山路不创新求变，恐怕会失去更多顾客。
四.八佰伴商圈：正在膨胀的巨大市场
浦东的购物商业圈是以浦东南路和张杨路为坐标轴，由第一八佰伴新世纪商厦和时代广场为中心构成的。
商品品种 ★★
八佰伴以百货为主，而时代广场以时尚消费为主。由于这一商区内只有这两家大型商场，所以国际品牌比较少，而以销售国际品牌为主的时代广场仍未完全定型。
购物环境 ★★
八佰伴商厦内有72部电梯上下，每个电梯口又设有四部自动扶梯错位上下，顾客只需找到电梯口，而无用考虑方向问题。并且可以一路上下，而不用上一层后再绕一圈去找另一头往上的电梯。
双数楼层以及9楼餐饮层设有男女厕所，拿女厕所来说，里面有八个洗手池，二十几个厕位，并有专为残疾人设计的厕位，但没有手纸供应。有趣的是，厕所外的走廊上，摆放了几个原木色的长凳，作为顾客休息区.
每一个购物层都设有十余个收银台，但是可以受理信用卡支付的收银台，每层只有一两个，由于信用卡支付比现金支付所需时间长，因而柜台前有时会排起长队。
与八佰伴一路之隔的时代广场是浦东另一处购物焦点，定位高，但是顾客也相应少许多。记者在门口数了一下，一分钟内只有11人出入。商厦内静悄悄的，没有扰人的广播音乐，倒有一股淡雅的香气，时而夹杂着从STARBUCKS里飘出咖啡的特殊香味。
在这里逛街购物，吃饭问题很容易解决。八佰伴9楼就有一个美食广场，各色小吃一应俱全。这里也有年轻人喜欢的西餐，比如必胜客，季诺；时代广场二楼则有日本的元禄寿司。
交通条件 ★★★★
超过30辆公交车停靠在八佰伴这一站，到陆家嘴、南京路、徐家汇，甚至到桃浦都很方便。张杨路有八车道宽，浦东南路六车道宽。也可以乘坐地铁二号线到张杨路站，下车步行十分钟即可到达。
开车来的顾客不用担心车泊问题，在八佰伴地下拥有二层160多个车位的车库，那儿是免费的。
《i时代》建议
八佰伴附近商业办公楼与居民区交错，建议开设大型超市和大卖场，以丰富该区域的商业业态结构。
五.南京东路：边走边Shopping
南京东路是上海最古老的商业区，其中有历年来销售额排在上海商业前10名的市百一店、华联商厦等。这一商业区的消费群主要以中等偏下收入人群和外地来沪旅游观光者为主。
以华联商厦为例，其消费人群主要以30－50岁的工薪阶层为主，消费方式以现金居多，信用卡消费只占5％。
商品品种 ★★
南京东路虽然店铺林立，但是很多消费者都发现这里的商品品种非常少，曾经号称百货具全的市百一店现在也被服装占去了大部分的铺面，某广告公司的成先生就直言不讳地说，“我从不去南京东路买东西。”
购物环境 ★★★
南京东路购物最大的优势就是人车分流，逛街购物不受干扰。从西藏路到河南路是著名的步行街，游客累了，还可以乘坐游览车穿梭其中。
但在每个商场内部，情况并不那么让人满意，例如残疾人进入这些商场购物就比较麻烦，因为这里大部分的商场都没设残疾人通道。许多商厦采取召租的形式，于是商场对营业员的制约能力也比较薄弱。
记者碰到一北京游客蒋琳嘉，她说，来上海购物的第一站就是南京东路，可是她对这里的楼层规划颇有微辞，“比如我想为男朋友买一个zippo打火机，可是置地广场底楼香烟、烟具柜台没卖，爬了五层楼，才在六楼的男装柜台找到。”
业态结构 ★★★
南京东路步行街业态比较成熟，除了本身有百货商店、食品店、各品牌专卖店、饮食店、宾馆等以外，它有很广的商业辐射力量，东及外滩、北到苏州河、南到金陵东路。这其中就包括了超市、专卖店以及专业商品一条街。
价格优惠 ★★
南京东路各大商场竞争激烈，瞄准其主体消费者，价格和过去相比更加平民化。其中置地广场经常有换季打折商品出售，但是其幅度和国外不可同日而语，而且大部分打折商品的样式明显过时或尺寸不全。
特色加分 2010赚世博会的钱
据悉，麦肯锡公司从去年3月开始，用16个星期对香榭丽舍、银座、密歇根、牛津街等9 条国际著名商业街区考察后制定了一个方案：在2010年把南京路步行街建成具有世界级客流量、世界级商业收入和全球最知名的国际一流商业街。
《i 时代》建议
延长步行街至外滩，这样可以发展南京东路从河南中路到外滩一带的商业，同时可使消费者从外滩旅游直接进入到购物区。
六.襄阳路:配得上夏奈尔的街装
上海有一个充满了魅力和想象力的购物区——襄阳路服装小商品市场。它的前身华亭路服装一条街曾引导了一代上海人的时尚意识。2000年11月，华亭路拆迁，造就了今天的襄阳路市场。
香港名模琦琦这样解释她身上的搭配：最好的搭配就是：上身是世界顶级名牌Chanel的当季新款，下身配从襄阳路淘来的“襄阳牌”服饰。
“淘”的乐趣，襄阳路最大的魅力所在，为慕名前往的外来人士津津乐道
Anne就职于某著名跨国广告公司，她定期去香港、东京等地购物，但她仍然每月花大量时间在襄阳路里“淘金”。Anne说：“整个上海，我最喜欢去的地方就是襄阳路。虽然那里充斥着大量仿制、劣质商品，但到那里去的人不会去计较商品的质量怎么样。我到那里去就是为了锻炼自己的„眼力‟和„杀伤力‟（还价能力）。在襄阳路可以找到一些模仿国外新款服饰的衣服，花低价买到，很过瘾。”
如果按照国际购物天堂的环境要求来衡量襄阳路，那它一定是不及格的。休息日大量购物者拥挤在襄阳路市场，走路都很成问题，人均购物面积连0.5平方米都不到。但它也代表了国际购物天堂中一个不可缺少的要素，就是有特色的购物区域。
然而，并非所有人都能适应襄阳路的风格。沈小姐就很少去襄阳路淘衣服，原因是她自认为没有过硬的眼力和还价能力。
“我有很多朋友都很热衷于去襄阳路购物，我很羡慕她们，在这种地方可以花很少的钱买到价值很高的东西，这可以带来一种成就感。”
2000年，华亭路拆迁让这条路上的摊主和老顾客唏嘘不已。今天，襄阳路市场令他们重新找到淘地摊货的“伊甸园”。
类似襄阳路这样的市场在任何一个国际购物天堂中都可以找到，在国外，它们被称作“跳蚤市场”
Silver很喜欢在国外的跳蚤市场买东西，曾经买过首饰、刺绣、杯垫，还买过一只用微波炉时戴的手套。
Silver认为，国外的跳蚤市场和襄阳路最大的区别就是，在去襄阳路购物时，人们大概会知道去买什么样的东西，比如说衣服，或是鞋。但去国外的跳蚤市场就绝对想象不出会在那里看到什么，会买什么，因为那里的商品种类更多、更齐全，包括服装、书、唱片、首饰、家居用品等。
“除了跳蚤市场，二手货市场在国外也很盛行。”Silver说，“无论是衣服、唱片、书籍、家具，都可以在二手货市场买到。
如果住在小城市，或是比较古老的酒店，就经常可以在附近的马路上看到这类二手货市场。我有个朋友住在国外，他就很习惯在二手货市场买东西，象他家的家具和自行车都是从二手货市场买来的。”
《i时代》建议
如果福州路的旧书店、虹桥路的古旧家具市场能够搬到襄阳路，这里一定会吸引更多的老外。
七.豫园：经常轧坍的江南老铺
据上海市商委的最新数据表明，豫园集团从1996年到2000年，销售额从45.7亿元上升到60亿元；利润由1.372亿元增长到1.57亿元。2001年，豫园集团在所有区属商业集团零售额排名跃居第一位。
豫园商业区是在一种有江南气息的历史人文积淀上成长起来的。记者一进入这一商业区，就感受到了这种古朴的韵味。
有专家把它归为3大文化特色：
一是古朴典雅的建筑风格，以明代建造的城隍庙、沉香阁（万历28年）、九曲桥和豫园（嘉靖年间）为中心，依照这一建筑风格，这里先后建造了天裕楼、华宝楼、景容楼、悦宾楼、和丰楼；二是温文尔雅的文人遗迹，如和丰楼前的楹联；三是富有个性的行业风情。这些文化氛围非常适合全球消费者的探询民族风情的心理。
但是，豫园商业区人均占有商业面积不足1平方米，远远低于国际上1.2平方米的标准。尽管大部分标识牌都使用了中英文对照，但是英文翻译的准确度和表达规范度都比较差。除了大型的商店对营业员进行过培训之外，这里大部分的个体摊贩的服务规范都没有和国际接轨。
从英国来上海留学的Kent，刚到上海来的时候，就好几次被豫园个体商贩拉住不放，他说：“服务员英文水平比较低，而由此产生的表达错误很容易给我们国外消费者造成误会。”整个豫园商业区厕所非常少，真正符合规范的只有在豫园内的一个。
豫园商业区是上海最有特色、形成最早的商业区，包括城隍庙小商品批发市场，豫园风景区，是以旅游资源为依托建立起来的商业区。除了百货商店、民族特色小商品以外，区内还有具有民族特色的茶馆、西方休闲的咖啡厅（星巴克）、以及各式快餐。但是，对于这里极高的人流量来说，这些设施还太少，记者看到，在用餐时间，肯德基等饮食店消费人群爆满、而星巴克还有人端着咖啡在门外喝。
《i时代》建议
把整个商业区当作一座商厦来统一规划，设置显著的特色店指引标识。
多造几个收费便宜的“洗 手间”。
Study of seven commercial center of Shanghai shopping from the four-step difference Internationally widely recognized international shopping paradise of 9: London, England, France, Paris, New York and San Francisco, United States, China, Hong Kong, Milan and Rome, Italy, Japan, Tokyo, Zurich, Switzerland.Shanghai will not be the first of 10?
2001, recently concluded meeting of Shanghai commercial work, propose to Shanghai into an international shopping paradise of the plan.However, the responsible person Shishang Wei said: "international shopping paradise is only a 'civil' to say, for example, Hong Kong, Paris, London, New York, we have recognized them, but no specific quantitative criteria.We now step by step to do is to explore, to find a fusion of Shanghai international advanced experience of local characteristics and the road to building our own international shopping paradise."
Shanghai University of Finance and Aociate Dean of International Busine Administration, the municipal government consultant Chen Xinkang busine decisions that, to achieve a real sense of Shanghai's international shopping paradise, may be 15-20 years, by 2006, Shanghai, according to their own standard, so that "international" shopping paradise.
However, Hutchison Whampoa Properties deputy general manager of the company's view of Mr.She Yaoting does have some representation.He recognized the current nine international shopping paradise has conducted inspection.He believes that Shanghai shopping from the international gap in the environment, brand, price and service in four areas.Speaking from the brand, international fashion brands on a large scale in Shanghai almost no semicolon; price is at a disadvantage, discounted the chance is very small.
However, She Yaoting of Shanghai or very good, "according to my experience, if the Chinese to build a shopping paradise, it must be Shanghai." He cited an example: Now shopping area per capita indicator is a busine.2 square meters, and Shanghai are now about to reach the 0.93, has been very close.There are two advantages that Shanghai Shopping Tour and their own brand building, "busine tourism shopping must be driven by local consumption never, Shanghai, the advantages of this kind in the country." Second, there are many well-known near Shanghai the garment factories, can be regarded as second-tier brands, "Do not underestimate the second-tier brands, Tokyo, Japan is listed as the reason why one of the world's shopping paradise, is largely second-tier brands by the Japanese mainland."
Currently, Shanghai has eight municipal busine center: commonly known as "Fourth Street four city", that is, Huaihai Road, Nanjing East Road, Nanjing West Road, Sichuan Road; Yuyuan Tourist Mart, Xujiahui shopping district, the station that never sleeps, Yaohan Times Square .
The eight municipal busine center, the reporter chose to Huaihai Road, Nanjing East Road, Nanjing West Road, the Yuyuan Garden commercial, Xujiahui Shopping Mall, Mall, Pudong New Shanghai (Yu Yuan Xiangyang clothing and small commodity market because of its unique cultural background , separately) to varieties of goods, format distribution, shopping environment, traffic conditions as a standard, field trips to ae the stars.Hope to build an international shopping paradise of Shanghai to provide a valuable reference.
A.Huaihai Road: 70 years of Fashion T station
70 years, Huaihai Road in Shanghai, both in busine takes an important position.From 30-40 years, the Huaihai Road in Shanghai to lead the fashion, even today, it is still the most fashionable Shanghai, the most elegant street of a busine culture.
Renmin Road, Huaihai Road, east, west Kaixuan, length 6.8 km, divided the eastern, central, and west section acro the Luwan, Xuhui two districts, busine gas radiation Huangpu, Jing'an districts.West Shaanxi Nan Road, east of Tibet Road, north to Yan'an Elevated Road, Fuxing Road south, about 2.2 km from Huaihai road, is known for elegant shopping streets in Shanghai a major center.Busine functions as an extension of Huaihai Zhong Road, Huaihai Road section from the "street" concept to "block" to expand throughout the region to Huaihai Road as the axis, the east of Tibet Road, west to the Shaanxi Road, north of Nanking Road, Jinling West Road, Changle Road, south of Fuxing Zhong Lu, area 3.5 square kilometers.According to director of the Luwan Qushang Wei Wu He-sheng, currently 79 Huaihai Road.4% of the consumers in the 40 years of age, of which 38% of men, women account for 62%.These people have been Shanghai's most fashionable, most consumers focus on quality.
★ ★ ★ ★ varieties of goods
Huaihai Road is not only a rich variety of goods, but also to satisfy the "shopping paradise", one of the greatest characteristics of the commodity, that is, at all levels to meet the needs of consumers.High-end commercial buildings such as the Paris spring Yiminbaihuo Huaihai Zhong Road, Huaihai Road, the Maison; mid-range commercial with the middle section of Parkson, Pacific Department Store, Huating Isetan, Xiangyang market are low.Mi Yu often go shopping in Hong Kong that the reason that Hong Kong is a "shopping paradise", not only is Hong Kong's goods and more, or because the structure of goods is complete, almost anyone can buy in Hong Kong, he wanted to buy.
On this point, a great gap between Shanghai.I often visit for a day outside, but empty-handed.In contrast, more people like to browse Huaihai Road, Huaihai Road, the product is because relatively complete.
Parkson is a 18-35 year-olds as the main customer base in the mall.Parkson 30 categories of goods with the fashion trend, product branding, the structure in a constant adjustment.
Pacific Department Store, Huaihai Road shopping mall is suitable for lady, women brand here is very complete.
Shopping environment ★ ★ ★ ★
Shanghai Huai Hai Lute some style to a lot of people like to shop on Huaihai road recreation, especially the lanterns, even if not to buy things, and wandering around Huaihai Road, you can feel the bursts of fashion culture.
"New World" of development as the Huaihai Road, creating a unique leisure "Harbour", which is rare in the whole of Shanghai.Huaihai Road shopping consumers may be tired, to the "New World" and rest, thus extending the consumers stay in the Huaihai Road, which in turn will further stimulate spending."New World" has greatly enhanced the succe of the commercial value of Huaihai Road area.
In addition to a beautiful environment, Huaihai Road, also addrees another problem quite a headache for consumers, that is, then do not worry about not solve the "rainy day." In addition to shopping malls and fast food restaurants along the toilet, consumers walk along the river every 10 minutes by sea will be able to find a public toilet.General signs prominently located at the roadside where the toilet is a residential area with the alley together.
In many shopping malls in Huaihai Road, Parkson, Pacific Department Store, according to potential Huating Dan is a better shopping environment of three shopping malls.The reporter saw the three shopping malls have their own parking around the place, shopping malls eye-catching signs at all floors.Most floors are for customers in the use of toilets, shopping malls with automatic teller machines (Pacific Department Store have Bank of China, Construction Bank, Industrial and Commercial Bank ATM three banks).
Level of service ★ ★ ★
Parkson, Pacific Department Store, Dan has a complaint according to potential Huating Department, Pacific Department Store is responsible for complaints and a dedicated VIP service, under normal circumstances, customers are not satisfied can return.Pacific Department Store and Parkson comes with emergency medical room.
However, in some aspects of the three shopping malls are not satisfactory.According to reporter observed, the three service officers, other than shopping, "Welcome„„”用的是普通话外，第二句话基本用的是上海方言。英语的应用也不普及，百盛每个楼层只设一个楼层管理员负责接待外国顾客，太平洋百货也只有少数几个客户服务担当此任务，而依势丹一楼的服务台小姐则告诉记者，依势丹没有英语导购人员。在三家商场内，由于工商管理部门的有关规定，商品标价牌一律用中文标识。相比之下，太平洋百货在其他广告牌，导购牌的中英文对照方面做的是最好的。三家商场的入口，除百盛有供残疾人专用的通道（记者去的时候通道入口被展览柜台挡着），其余两家均没有此项服务。此外，三家打烊时间都在21：30至22：30之间，休业后至第二天开业期间没有特别的顾客服务。
★ ★ ★ ★ traffic conditions
Huaihai Road, convenient traffic.North-south trunk road east of Tibet Road Shanghai phase, elevated intersection with the north and south, Huaihai road croings on the (south) under the (north) ramp; North Vietnamese two residents (about two meters) and the Yan'an Elevated Road, the sea, Yan'an Road, near Tibet, has elevated the South (west) under the (east) ramp; subway shuttle on Huaihai Road, the ground has Shaanxi Nan Road, Huang Pi North Road and Changshu Road Station; way to the bus Total 28.Can be described as air (elevated), ground (bus and taxi) and underground (subway) readily available.
At 10:00 on February 9, reporters came to Huaihai Road, Huaihai Road, Shaanxi Road intersection in the bus stop.This station brings together bus lines 6,7.Reporter noted that the waiting point at this station an average of every minute by a bus station, le than a minute until a taxi.Maoming Road at the junction of Huaihai Road traffic police on duty told reporters, as long as consumers do not encounter traffic peak, 20-25 minutes by bus, playing in only 10 minutes to finish the seven km away.MTR will be faster, just 7 minutes from Changshu Road arrived at South Station Huangpo Pacific Department Store.
Tibet Shaanxi Road to the east from the South, along the Isetan, New Hualian, Parkson, Shui On Plaza, Central Plaza, Hong Kong Plaza, underground parking can be.Parkson downstairs where 90 parking spaces, the international shopping center, 35 parking spaces, Shui On Plaza 800 parking spaces, plus the next Taipingqiao Lake 200 parking spaces, parking in this section is not much difficulty.In contrast, the western part of the Huaihai Road shopping district le commercial and office buildings, parking difficulties to the appropriate point.Industry structure ★ ★ ★
Huaihai Road commercial district in the 3.The extent of 5 square kilometers, it has a commercial department stores, supermarkets, shops, street vendors-run Xiangyang Lu, Xintiandi entertainment-style consumption and vending machines, etc., non-store sales.
Department stores accounted for the largest proportion of commercial buildings.Like Parkson, New Hualian, the Pacific Department Store so that large-scale, full of goods, services, good shopping, Huaihai Road, are many.Their unique charm attracts tens of thousands of customers every day to the consumer.
According to Luwan Qushang Wei Wu He-sheng, director, at present there are a lot of concern about the new format Huaihai Road, Luwan Qu Shangwei intends to introduce a small number of integrated urban shopping centers, including catering, leisure and service functions.Efforts to increase brand stores, then, the public will see some famous international brands, in the same brand of store, may include clothing, acceories, footwear, leather goods, and even its image derived from a series of toys.
Shanghai features plus enjoy the beauty
近百年来，淮海路影响了几代上海人的时尚观。1910～1920年，大批白俄来到上海，俄式风情的商铺如雨后春笋般涌现，淮海路被称作“东方涅瓦大街”；十九世纪三十年代，由于商业圈中进驻了不少法国侨民，法式商店蜂拥而起。淮海路（当时被称作霞飞路）上随处可见法国风情的上海摩登女子；解放后，上海妇女用品商店成为最受上海女性青睐的商店，当时各种面料的花阳伞，皮质、草质、布质的各种包袋，款式不一的服饰，还有百雀灵、友谊牌雪花膏、蛤蜊油等化妆品在那里都有卖；1984年12月，上海第一家美容厅——露美美容厅出现在了淮海路、马当路口；90年代，淮海路上一条短短300米的小街华亭路成为上海时尚人士最热衷去的地方；1993年，上海第一家百货公司华亭伊势丹在淮海路上开业；2000年，淮海路上出现了全上海最in的酒吧和咖啡吧。
The source of almost all the Shanghai fashion from Huaihai Road can be found on the woman to go out from here, is Shanghai's most elegant, most by the look of the woman.
It can lead the fashion is "an international shopping paradise", an important criterion, Shanghai has the influence on the international fashion is not large, but if the culture of Shanghai, the birthplace of fashion there will be a center, it may be Huaihai Road.
"I era" proposal
Huaihai Road commercial lines stretched too thin.Changshu Road, Huaihai Road, a reporter from the walk to the Tibet Road (half-way to shopping centers) took 50 minutes, if coupled with shopping, it is easy to feel tired.Huaihai Road, to make people feel more are in "heaven", it is neceary to solve this problem, further integration of leisure and shopping.
Another problem is that all the North-South elevated to Huaihai Road in two, many people go shopping in Chengdu Road Viaduct will no longer go east, and people feel a kind of fragmented.The Pacific Huangpi way, Times Square on Huaihai Road in the east end is separated.
II.Nanjing West Road: five-star enclosed "Golden Triangle"
Maoming Road to Nanjing West Road, Jing'an Temple from the section by the Westgate Mall, Citic Pacific and Hang Lung Plaza Shanghai composed of commercial "Golden Triangle." This busine district is characterized by a focus on high-end consumer groups, a good shopping environment.With its high-end commercial buildings near the five-star hotels, restaurants bring popularity, the initial formation of a high-end consumer goods busine district. Nanjing West Road busine district has the "Golden Triangle," said the high-end consumer because there is in the main, Hang Lung Plaza, according to statistics, the mainstream consumer groups male head of local-level white-collar-based enterprises, aged 30-45 years were between; and Hong Kong and Taiwan and Japan, the proportion of consumers 15% -20%; all the consumption, credit cards accounted for 80% of all commercial district of Shanghai is the highest utilization rate.
The daily consumption of white-collar workers and foreign persons of leisure consumption is the main features of the busine district.
★ ★ varieties of goods
要想吸引客人，一个很重要的环节就是产品种类要齐全。梅龙镇、中信泰富和恒隆广场各自声称其商场内的国际品牌都有上百种，其中恒隆广场，仅一线品牌就有30种以上。但是这比起罗马、香港等国际购物天堂还有很大的距离。 Silver Shen小姐虽然身在上海，但是每到节假日就喜欢飞罗马、香港、东京等地，每次回来都是大包小包的，她说，“上海购物，品牌虽然多，但是国际一线品牌还比较少。在罗马的西班牙广场有一条仅200米的购物街，这条街上全是国际一线品牌的专卖店，虽然总共加起来不过200家，但是只要人们听到过的品牌这里都有。而且规格齐全，样式都是当年发布的新品。”据Silver介绍，每天西班牙广场上都是人山人海，厂商为了保证人均购买率，对消费者发号进入，百万富翁也不例外。事实上，西班牙广场上停靠的名牌轿车，80％的车主都是来这条街上购买国际品牌的。
Xerox's Mr.Zhang Mengfei been to many countries, he took a very deep impreion on the street, his analysis, "because Italy is the world's fashion center, where the store most of them can get the first time the latest global styles; where all three floors of the store, so the full size; coupled with the brand product concentration, time to meet the shopping needs of people can, do not run around looking everywhere."
Shopping environment ★ ★ ★ ★
Nanjing West Road, the "Golden Triangle" of three commercial buildings in Shanghai's largest commercial space per capita.Nanjing West Road, the "Golden Triangle" in the beginning of the establishment to pay attention to this problem is, as an area of 31,088 square meters of Hang Lung Plaza, with floor, the actual total area of 211,000 square meters, which covers an area of 50,000 square meters of shopping malls; and CITIC Pacific area malls also reached 34,500 square meters.This is an international shopping paradise is an important indicator.Hang Lung Plaza and the CITIC Pacific in which the per capita share of shopping in a commercial area.More than 5 square meters, more than the developed countries in international commercial shopping area per capita 1.2 square meters of the standard.
MBA degree obtained in Australia, the Cambal Wong very much like Mi Zurich in Switzerland and Hong Kong Shopping: "Because I prefer a quiet, Zurich and Hong Kong shopping mall space is very large, you can browse in peace heart heart, to buy goods."
There are two in Nanjing West Road, KFC, a McDonald's, a first-rate restaurants, as well as old Westgate Hotel and Restaurant in Zhenjiang.Both in the commercial with the three different grades of coffee shop.Consumer leisure, food is very convenient.
Industry structure ★ ★ ★
Westgate, Citic Pacific, Hang Lung Plaza respective consumer groups is very clear, no brand competition, the result is that consumer groups such diversion, what they need, both to avoid duplication of investment in shopping malls, consumers have reduced unneceary running back and forth.
Nanjing West Road, the "Golden Triangle" shopping center also includes from Maoming Road between Shaanxi Road to the brand stores.A bit like Rome, "Spanish Square" flavor, but too few international brand. ★ ★ traffic conditions
Westgate Mall, Metro line from the recent 5-minute walk, even at some distance from the Metro Line Hang Lung Plaza, and only 7 minutes; three nearby shopping centers to reach a total of 20 industrial and communications lines.
For consumers who take the car, the three are taxi stops near the mall, and has private parking with the parking garage, parking garage is the most CITIC Pacific, a total of 380 parking spaces; le have 200 Westgate Mall or so parking spaces; and Hang Lung Plaza plans to build three-tier parking garage, two floors has been completed, the second floor of the garage with 60 parking spaces, garage floor car for the 230; addition to the second floor of Hang Lung Plaza parking garage, 10 per hour element, the other is 5 yuan per hour.
Features plus special facilities for disabled
The three shopping malls have disabled acce, even for the disabled toilet.All signs are in English.
Leasing three large shopping malls have taken the form of a salesperson that they do not directly responsible for the quality and individual complaints.They aume that "the role of mediator." But the three major commercial buildings are equipped with complaints department.
Lu Qing CITIC Pacific promotional description: "a problem, customer habits to our complaints, and the attendant attitude of most.We as a tenement, is not the waiter to take measures, so we have a third party (such as consumer aociations) to determine right and wrong, and then propose solutions.usually within 3 days, we will give customers a satisfactory answer."
When the reporter noted, the three malls will be a simple language salesperson.
"I era" proposal
"Golden Triangle" can be jointly organized by world-cla brand of seasonal discounts, year-end sale market.Make the region a good place for holiday spending.
C.Xujiahui: "paradise" in the Square
Xujiahui Xujiahui Square as the center, central busine district, including the west Yishan Road, east Ping Road, south to Nandan Road, Guangyuan West Road north to an area of 1.1 square kilometer range, radiation to the east, Maple Road, west Kaixuan Road, south to Zhongshan South Road, Inner Ring Road, Huaihai Road, north of 3.5 square kilometers, collectively referred to as Xujiahui shopping district.
Oriental Shopping Center, Pacific Department Store, six industries, Huijin Department Store, Meeting Union Shopping Center, Gateway Plaza and other large commercial enterprises for the idea of modern busine, in the Xujiahui Square, Industry structure formed around a rich and distinctive features, dislocation competition, coexistence and common prosperity busine pattern.Air Master Ren Pengguang Xuhui Qu Shangwei that product variety is building an international shopping paradise is an important part of Shanghai and the international busine in this area is still a big gap between the advanced cities, even more than other cities also have gaps.Wal-Mart supermarket in Shenzhen, for example, 1 million square meters to 80,000 kinds of commodities busine, while Shanghai's shopping malls or supermarkets generally only be 40,000 kinds.
★ ★ ★ varieties of goods
Xujiahui commercial buildings in several major themes, taking dislocation management, commercial operations for each different product positioning. East Building of the varieties are over 60,000 kinds of commodities, including imports, joint products, each one-third of domestic goods.The proportion of total goods brands is not high, shopping is focused on enhancing the proportion of high-end brands.East Building on the first floor of the brand is the most upscale shopping malls.
Huijin Department Store in mainstream consumer groups to white-collar, profeional female-dominated, it is more about brand names of goods.Including clothing, household goods, household appliances, more than 30 major categories of goods, nearly five million products.
In addition to the eight different themes targeting commercial buildings, from the center of Xujiahui shopping district extends out of the Huashan Road store is located in the younger consumers, and a variety of young people like to have everything brand.
Yishan on Yishan Furniture City, the building gradually developed into Shanghai's largest and most complete variety of materials management distribution center for one of the furniture.
Xujiahui shopping district there is a type of goods can not be ignored is that digital technology products.Following Hongtusanbao, Pacific Digital Plaza have opened, Microsoft has also settled in the global technology center of Xujiahui, the Xujiahui formed a "two-Street, a central" computer mall.Xujiahui shopping district is now the south, forming two computers Street, Guangyuan Road north Withub computer street, lined up in the south along the Pacific Caoxibeilu computer Bainaohui, Pacific Digital Plaza, a south Hongtusanbao Street.
Shopping environment ★ ★ ★ ★
Xujiahui square gives the majestic feeling of the atmosphere, several large shopping malls have their own characteristics and complement each other.
Commodity structure of the East Building is complete, but the placing of the counter congestion go far, the average distance between the counter is 1.5 meters.
Gateway Plaza is a shopping center.Onto the high level, enter the Hong Kong exchange, quite some people the thrill of shopping before the warm-up.Hong Kong exchange is very large, construction area of 130,000 square meters, shopping, entertainment, leisure, dining and sightseeing in one.Recently, stationed in Hong Kong exchange Paradise Cinemas, given the mall's new features.
Huijin Department Store is breaking the layout of the traditional department store sweeping style, the warm and elegant department stores in Europe and America and Eastern Department Store, combined with crisp simplicity, consider only the freedom of consumers shopping space and randomne, but also focus on increasing diversity and individuality of consumer needs and habits.
Industry structure ★ ★ ★ ★ ★
Xujiahui shopping district of the forms is very rich, from the traditional department stores, to leisure, shopping and one of the shopping center; from supermarkets to specialty stores, these different formats for enhancing the Xujiahui shopping district has played a positive role.
Fonte He says that consolidated department store industry is a more prominent format Xujiahui shopping district, there are several major shopping malls, such as the Pacific Department Store, Oriental commercial buildings, department stores, etc.Sixth, the implementation of dislocation management, have their own characteristics.In addition, the busine area of 70,000 square meters of the Grand Gateway shopping mall is, is a new, internationally popular formats.Hualian GMS Supermarket is a rare form of the city center.
In recent years, has risen around Xujiahui several profeional features Street.Monopoly Huashan Road, a street clothing developed, Fenyang Road intends to fight the Western music of a street.Hengshan features casual street furniture, building materials, Yishan Road, Shanghai Street, were included in the ten major characteristics Street.
★ ★ ★ ★ traffic conditions
Metro is the most convenient and Xujiahui area of transport.Pacific Department Store, East Building, Grand Gateway, Metro City can go directly from the subway to customers tremendous convenience.
In addition to Metro, Xujiahui shopping district a few bus lines 30, together with the number of 10 social lines, 10 Stadium's green tourism and tourism hub of the dozens of tourist routes leading to other provinces and cities, as Shanghai's Xujiahui transportation hub.
Parking is not difficult to iues highlighted in the Xujiahui shopping district.Shanghai Industrial Investment Building, Exchange Square, Huijin Department Store has underground parking garage.Xujiahui shopping district of the parking area of 10 square meters.Others in the shopping mall to shopping vouchers by free parking, just to the mall to buy a pack of napkins to get the right to free parking.
Plus an annual income of 6 Features.500 million of the Indus Road
Hengshan Road, Xuhui District, the whole district, and the whole Shanghai, Shanghai culture can best embody a road.Hengshan Road and its corresponding branch is currently on the road a total of 167 commercial networks, the main format has a bar, tea house, restaurants, entertainment, beauty, painting, etc.104 (busine area of 30328.5 square meters), of which there are 57 Hengshan Road, the main road (busine area of 15,788 square meters); related formats are hotels, travel agencies, clothing, banking 63.Hengshan Road, the street entertainment busine outlets with a turnover of about 6.500 million yuan.
"I era" proposal
Xujiahui commercial prosperity, but the busine is behind the development of Huaihai Road and Nanjing Road and Pudong New Area, improve busine functions will have multiple benefits to the Xujiahui shopping district.In the white-collar office buildings will be commercial and cultural guide.
Hengshan recent thunder gradually being "new world" snatched.If the Hengshan Road is not innovation, I am afraid will lose more customers.IV.Yaohan shopping district: the huge market is expanding
Pudong Pudong Road shopping and busine circles are for the axis Zhang Yang, the new century by the first commercial buildings in Yaohan and composition as the center of Times Square.
★ ★ varieties of goods
Yaohan Department Store based in, and Times Square in order to fashion consumption model.Because of this busine district is only two large shopping malls, international brands is relatively small, and to sell international brands based in Times Square has not fully finalized.
Shopping environment ★ ★
Yaohan, 72 commercial buildings up and down elevators, each elevator and escalator dislocation with four down, the customer only to find the elevator, but no problem with the direction considered.Under way and can not spend another layer and then head toward the perimeter to find the elevator.
Double the number of floors and the restaurant floor, 9th floor, with male and female toilets, take ladies room is, there are eight sinks dozen toilet seat, and a toilet seat designed specifically for people with disabilities, but no toilet paper supply.Interestingly, the corridor outside the toilets, put a few wood color of the bench, as a customer lounge area.
Each layer is equipped with a dozen shopping checkout, but the cashier can accept credit card payments, each only one or two, due to credit card payments than cash needed for a long time, so the counter can sometimes lined up.
All the way acro with the Yaohan Pudong another Times Square shopping focus, positioning high, but much le customers accordingly.The number of reporters at the door a bit, only 11 people a minute out.Commercial buildings silent, without disturbing the radio music, do have an elegant aroma, sometimes mixed with the smell of coffee from STARBUCKS in the special flavor.
Here, shopping, eating problems are easily solved.Yaohan Plaza, 9th floor, there is a food, colored snacks readily available.There are also young people like western food, such as Pizza Hut, Zino; Times Square on the second floor there Genroku Japanese sushi.
★ ★ ★ ★ traffic conditions
More than 30 bus stops at the Yaohan the station, to the Lujiazui, Nanjing Road, Xujiahui, even to the Taopu easy.Zhangyang have eight lanes wide, Pudong South Road, six lanes wide.Can also take Metro line to Zhangyang station, ten minutes walk.
Do not worry about driving to the customer car parking problems in the second floor of Yaohan has more than 160 underground parking garage, there is free.
"I era" proposal
Commercial office buildings and residential areas near Yaohan staggered, proposed creation of large supermarkets and hypermarkets, to enrich the structure of commercial activities in the region.
V.Nanjing Road: walking Shopping
Nanjing Road is Shanghai's oldest commercial district, which over the years, the Shanghai Commercial sales came in the city of hundred and the top 10 shops, Hua Lian and so on.The commercial consumers mainly lower-middle income groups and foreign tourists coming to Shanghai-based.
By Hua Lian, for example, the consumer population 30-50 years of age mainly working-cla-based, consumption patterns are mostly in cash, credit cards accounted for only 5%.
★ ★ varieties of goods
Nanjing East Road, although many shops, but many consumers find that very few varieties of goods here, once known as the department store with all of the city of hundred and clothing are now being accounted for most of the pavement, an advertising company, Mr.Cheng bluntly a limb to say, "I do not buy the Nanjing East Road."
Shopping environment ★ ★ ★
Nanjing East Road shopping biggest advantage is that people and vehicles, shopping uninterrupted.Tibet Road to Henan Road from the famous pedestrian street, tourists tired, you can take tour buses shuttle them.
However, within each mall, the situation is not so satisfactory, for example, persons with disabilities into the shopping mall to have trouble, because most of the malls here, no set disabled acce.Many commercial buildings in the form of rent to call, so shopping on the salesperson's ability to relatively weak constraints.This reporter encountered a Beijing tourist Jianglin Jia, she said, shopping in Shanghai, Nanjing Road is the first stop, but here she veiled floor plan, "such as a boyfriend I want to buy a zippo lighter, but the end of the Landmark House of cigarettes, smoking did not sell the counter, climbed five-storey building, was found on the sixth floor men's counter."
Industry structure ★ ★ ★
Nanjing Road Pedestrian Street, more mature format, in addition to itself has a department store, food store, the brand stores, restaurants, hotels and other outside, it has a very wide commercial radiation power of the East and the Bund, north to Suzhou Creek, south to the Jinling East.This includes a supermarket, a street stores and profeional products.
Price conceions ★ ★
Nanjing East Road, major shopping malls competition, aimed at its main consumers, price and more civilians than in the past.Landmark, which is often seasonal discount sale of goods, but the magnitude and abroad is quite different, and most of the style of discount merchandise was incomplete out of date or size.
2010 features plus the money earned Expo
It is reported that McKinsey & Company began in March last year, with 16 weeks on the Champs Elysees, Ginza, Michigan, Oxford Street and other 9 after their visit to the world's leading commercial district developed a plan: in 2010, the Nanjing Road Pedestrian Street traffic into a world-cla, world-cla busine income and the world's most renowned world-cla commercial street.
"I era" proposal
Extend the pedestrian street to the Bund, Nanjing Road that can be developed from Henan Zhong Lu to the Bund area of the busine, while allowing consumers direct acce to travel from the Bund to the shopping area.
Six.Xiangyang Lu: Chanel's Street loaded worthy
Shanghai has a full of charm and imagination of the shopping area - Xiangyang clothing commodity markets.Its predeceor, the Hua Ting Road, a street clothing has guided a generation of fashion conscious people of Shanghai.November 2000, Hua Ting Road, demolition, creating today's Xiangyang market.
Hong Kong supermodel Qi Qi explained her mix: The best match is: upper body is the world's top brand Chanel's new season, with lower body came from the Amoy Xiangyang Lu, "Yangyang" brand clothing.
"Amoy" fun, Xiangyang Lu greatest charm for those who are attracted to the exotic relish
Anne worked for a well-known multinational advertising company, she regularly went to Hong Kong, and Tokyo shopping, but she still spent a lot of time in a month Xiangyang Lu in "gold." Anne said: "The whole Shanghai, my favorite place to go is the Xiang Yang Lu.Although there filled with a lot of imitation, poor quality goods, but people do not go there to care about the quality of goods how.I go there is to exercise own 'eye' and 'lethal' (bargaining power).can be found in the Xiangyang imitate foreign new clothing clothes, flowers cheap to buy, very enjoyable."
If the shopping environment in accordance with international requirements to measure Xiangyang, then it must be failing.A large number of shoppers crowding a rest day in the Xiangyang market, walking are a problem, per-capita shopping space with 0.Are le than 5 square meters.But it also represents an international shopping paradise indispensable element, that is, unique shopping areas.
However, not everyone can adapt to the style of Xiangyang Lu.Mi Shen Xiangyang Amoy rarely clothes, because she thinks there is no perfect eyesight and bargaining power. "I have many friends are very keen to go to Xiangyang Lu shopping, I envy them, in such a place can spend very little money to buy something of high value, which can bring a sense of accomplishment."
In 2000, Hua Ting Road demolition to stall on this road and the old customers marvel.Today, the Xiangyang market, scouring them to spread the goods back into the "Garden of Eden."
Xiangyang market like this in any international shopping paradise can be found in foreign countries, they are called "flea market"
Silver likes to buy things at flea markets abroad, have bought jewelry, embroidery, coasters, also bought a microwave oven when wearing gloves.Silver believes that the flea market and abroad, Xiangyang Lu biggest difference is in the shop to the Xiang Yang Lu, people will probably know what kind of things to buy, such as clothes or shoes.However, flea markets abroad absolutely can not imagine what will be there to see will buy, because there's more types of goods, more complete, including clothing, books, records, jewelry, household items and so on.
"In addition to flea markets, second-hand market is also very popular in foreign countries." Silver said, "whether it is clothes, music, books, furniture, you can buy in the secondhand market.
If you live in a small city, or compare the old hotel, on the road can often be seen in the vicinity of these second-hand market.I have a friend living abroad, he is very accustomed to second-hand market to buy things like furniture and his family are from second-hand bicycle market bought."" I era "proposal
If the old bookstore, Fuzhou Road, Hongqiao Road, the old furniture can be moved to Xiangyang market, where will attract more foreigners.
Seven.Yuyuan Garden: regular old rolling collapse of the south shop
According to the latest data show that Shanghai Shi Shangwei, Yuyuan Group from 1996 to 2000, sales from the 45.700 million yuan rose to 60 million; profit from a.37.2 billion increase to 1.5.7 billion.In 2001, the Yu Garden Group retail sales in the ranking of all belonged to the busine group ranks first.
Yuyuan Garden commercial is a kind of historical and cultural heritage southern atmosphere to grow up.Reporters to enter the busine district, to feel the charm of this quaint.
Some experts put it claified as three major cultural characteristics:
One is simple and elegant architectural style, built in the Ming Dynasty Temple, incense Court (Wanli 28 years), zigzag bridge and the Yuyuan Garden (Jiajing) as the center, in accordance with the architectural style, this building has built the day Yu, Warburg F, King Yung House, Yue Binlou, abundance House; Second, gentle literary heritage, such as the abundance of couplets front of the building; Third, the industry full of personality style.The culture is very suitable for probing the global consumer psychology ethnic customs.
However, the Yuyuan Garden commercial busine area per capita of le than 1 square meter, far below the international one.2 square meters of the standard.Although most identity cards are used in Chinese and English, but the English translation of the expreion of specifications of accuracy and degree of weak.In addition to a large store on the training conducted outside salesperson, where most of the services of individual vendors and international standards are not standardized.
From England to Shanghai to study in Kent, arrived in Shanghai to come, like a few individual traders clung to by the Yuyuan Garden, he said: "Waiter standard of English is relatively low, but the resulting error is very easy to give us the expreion of consumption abroad causing misunderstanding."toilet very little throughout the Yuyuan Garden commercial real only in the Yuyuan Garden compliant within one.
Shanghai Yuyuan Garden is the most unique busine district, the formation of the first commercial district, including the Temple Commodity Market, Yuyuan Garden Scenic Spot, based tourism resources as the basis established busine district.In addition to department stores, national characteristics other than commodities, the local tea house also has national characteristics, the Western casual coffee shop (Starbucks), and all kinds of fast food.However, a high flow of people here, these facilities too small, the reporter saw at meal times, KFC and other restaurants were full of consumer groups, while also holding Starbucks coffee drink at the door.
"I era" proposal
Commercial busine district as a whole to unified planning, specialty stores set up guidelines for a significant identification.
Made more than a few inexpensive "toilet."
