In the past year, the offline consumption scene has recovered, and it is not only scenic spots, restaurants, and Internet celebrity cities, but also the B1B2 floor (i.e., underground) of shopping malls.
1st and 2nd floors).
Not long ago, the discussion of related topics rushed to the hot search on the Internet, saying that young people love to go to the B1B2 floor when they go to shopping malls. Many consumers also feel the same way, in the city's large and small shopping malls, the underground shops are indeed larger, and the business is more prosperous.
B1B2 floor, what is there to visit? Let's hear what big data and consumers have to say.
The product is close to the people, and the store experience is strong
Sometimes I go to the mall after work to see if there is a new store, and I buy a handmade jewelry I like, which is not expensive within 100 yuan, and then eat something delicious after shopping, so that the trip is also complete."
This is a typical route for Chen Zihan, a post-00s generation who lives in Beijing, to visit shopping malls. She found that the B1B2 floor of the shopping mall, which brings together supermarkets, bubble tea shops, snack bars, handmade workshops and other formats, is indeed more attractive to her. "Not only can you enjoy the feeling of shopping, but the products are also within the acceptable range. Chen Zihan said.
Affordable, rich in business formats, convenient and accessible - many young consumers say that this is the main reason why they love to visit the B1B2 floor of the mall.
Last weekend, Wu Qing, a post-90s office worker, only visited the two basement floors when she went to Shanghai Global Harbor. "These two floors are big enough to walk around. Many stores have launched activities such as checking in and tasting new products for free, and following the store account to receive desserts, cakes and other activities, shopping is very happy. Wu Qing said that generally from the subway station can go directly to the basement of the shopping mall, the arrival is convenient, and the store goods are relatively cheap, you can also eat delicious food, the purpose of relaxation and leisure is achieved, often do not choose to go to a higher floor.
On all kinds of social **, the "typical" young people's shopping routes have also been praised by a large number of netizens. Whether it's ordering a cup of milk tea, clipping a doll, visiting grocery stores, snack shops, or trying on beauty and food, it describes the relaxation and happiness brought to young people on the B1B2 floor of the mall.
The B1B2 floor usually has the advantage of direct access to the subway, with supermarkets, theme blocks, simple fast food for office customers and other consumer goods, pointing to younger consumer groups, lower consumption thresholds, and rigid demand for efficient consumption. After analyzing the data of brand stores on the B1B2 floor of shopping malls across the country, Xiong Shumiao, a senior researcher at Winshang.com, described it this way.
After specific observation, Xiong Shumiao found that compared with other floors, the "affordable things" on the B1B2 floor of the shopping mall - casual snacks, snacks and fast food, milk tea and coffee, baking and department stores and supermarkets make young people feel a sense of "spending a little money without burden". And the plug-in layout of trendy toys, pet stores, video games, creative retail and other interesting and fun small category stores, do not play anything, casually stroll, feast the eyes, there is also a sense of "no money is also happy".
The goods and services of the B1B2 layer are more accessible to the people, and the new forms of consumption are concentrated, while some well-known brands have also 'sunk' to the B1B2 layer, which is in line with the consumption concept of the young group, who are more willing to pay for emotional value and spiritual resonance. * Chen Lifen, a researcher at the Institute of Market Economy of the Development Research Center, analyzed.
There are many popular brands and emerging brands
What kind of stores are open on the B1B2 floor of the mall? Which brands love it here?
Recently, Winshang.com released the "Research Report on the B1B2 Floor of Shopping Malls", which outlines the general outline by analyzing the data of more than 3,000 B1B2 brand stores in shopping malls across the country.
According to the monitoring of Winshang Big Data, in about 200 benchmark shopping malls in the past five years, there are more than 5,000 brand stores on the B1B2 floor every year, and the overall change rate is significantly higher than that of other floors of the shopping mall. Among them, the ratio of catering switches and stores is on the rise, reaching a peak in the past 5 years in 2023; The cultural, sports and entertainment industry has performed well, and has been expanding in the past three years; The life service industry has returned to its pre-pandemic situation.
In Xiong Shumiao's view, in the past three years, the overall development of the B1B2 layer's experience-based business format has been improving, and they have provided more diversified consumption choices for young people to flock to the B1B2 layer.
Among the most eye-catching catering formats, casual catering is the "main force of expansion"; Chinese catering, exotic catering, hot pot, etc. have returned to heat, igniting the "fireworks" on the B1B2 floor. Moreover, among the newly opened shopping malls in the past two years, the trend of adding catering on the B1B2 floor is more obvious. According to the statistics of Winshang Big Data, the catering format on the B1B2 floor of the new shopping mall accounts for 495%, which is 5% higher than non-new malls1 percentage point. Some of the newly opened or upgraded shopping malls have created special dining areas, attracting many young consumers to stop and spend.
Looking at the brand, the categories of the top 20 brands on the B1B2 layer are widely distributed, including groceries, snacks, cooked food, tea, fried skewers, beauty, fast food, etc., and the well-known brands such as Miniso, Luckin Coffee, Watsons, BESTORE, and McDonald's are among the top 20. In addition, on the B1B2 floor of the shopping mall, popular brands account for more than 60%, and the consumption threshold is lower.
It is worth noting that on the B1B2 floor of the mall, the proportion of emerging brands is also higher than that of other floors. "The B1B2 layer is inclusive, and the 'new, trendy, and cool' brand has a low cost to test the water. Xiong Shumiao said that the B1B2 floor, with relatively low rent, considerable traffic and young customers, is the "place where the dream begins" of many brands. More new stores, diversified formats, and fresh experiences also explain why the B1B2 floor is more popular with young people.
Driven by multiple factors such as changes in China's economic development stage, technological changes, and changes in consumer concepts, new experiential, personalized, and diversified consumption scenarios, new products, new formats, and new models are constantly emerging, which are favored by consumers, especially young consumer groups, which also reflects the new trends and new characteristics of consumption. Chen Lifen said.
Taking advantage of the trend, the B1B2 floor opens up a new imagination of the mall
The passenger flow on the B1B2 floor of the shopping mall is hot, what do you think of this phenomenon? The replies of some consumers are very representative: "It's not that the first floor can't afford it, but the B1B2 layer is more cost-effective." ”
This also reflects the embarrassment encountered by many shopping malls at present. "A piece of clothing can easily cost hundreds", "It's still a lot of money after the discount", "I don't dare to buy it without a big discount" - many netizens confided their sadness. Indeed, for a long time, the goods of some shopping malls have made many consumers stay away, and the difference between online and offline has changed the customer flow of shopping malls.
Now when you go to a shopping mall, if you see something you want to buy, you will open the e-commerce platform as soon as possible, and it will generally be cheaper online than the mall. If there are more products in the mall with the same price online and offline, or offline than online, I think I will be very willing to spend in the mall, rather than just shopping and not buying. Wu Qing said.
Recently, some supermarkets have adjusted their product strategy, and offline products are even more preferential than online, which also provides an operational idea for shopping malls and other brands. Wu Qing found that this was the case at a Hema Fresh near her home, so she "walked into the offline supermarket more often than before."
In addition to being amiable, what else should the ideal shopping mall look like?
Offline shopping is mainly about experiencing the whole process, and human participation is very important. "Li Xudong is a digital product enthusiast, and when faced with new products, even if he doesn't buy them, he always wants to experience them. He recently plans to replace his mobile phone, and the line test is the first step in shopping. Some consumers also said that some shopping malls hold art exhibitions, meetings and other activities from time to time to build bridges between citizens' lives and shopping scenes, and the shopping experience is also better. "This kind of mall will always be able to stay attractive. ”
However, as the passenger flow on the B1B2 floor continues to be hot, the rent is rising and it is difficult to find a shop, and some shopping malls are more interested in making the B1 floor a "secondary first floor". "Looking ahead, it will not be easy for small brands to survive here, and the customer attraction labels such as affordable and affordable and rich and diverse categories on the basement floor will also change. Xiong Shumiao thinks.
In response, some consumers have expressed concern. "Everyone goes to B1B2 not because they like the place, but because they like the brand, format and atmosphere here", "If the big brands just move the floor down, what is the difference from the past", "If this continues, B1B2 will almost lose its consumption" ......
In short, the popularity of the B1B2 floor has opened everyone's imagination of the mall. How to undertake consumer demand, take advantage of the trend to create a better consumer experience, and create more consumption hotspots is a test for shopping malls and brands. "The consumption of young groups leads and demonstrates, and businesses should grasp the changes in the characteristics of consumer demand, continue to innovate, optimize the supply of goods and services, adjust the layout of shopping malls, and turn popular traffic into 'retention'. Chen Lifen said.
**: People's **Overseas Edition
Process edit: u031