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后疫情时代的同城零售
零售业的各细分领域受新冠疫情影响的程度各不相同。在人们居家办公期间,市中心的零售业陷入低迷,但居民区附近的商铺表现则相对稳定。
距离疫情最初爆发已过去两年,尽管西方国家逐步放宽了防疫措施,零售业在疫情期间表现出来的趋势并未改变。以纽约州为例,截至2021年11月1日,在纽约州零售业受疫情影响最严重的两个郡,布朗克斯郡和纽约郡,零售娱乐区域的人流量分别下降了32%和36%。尽管其他区域情况各不相同,但在若干人口较稀疏的地区,活动水平是呈上升趋势的。
英国的情况也是如此。英国独立研究机构Centre for Cities进行的研究显示,在伦敦尽管消费已经恢复了,但人流量只有疫情之前的53%。而在利物浦,消费翻番,人流量增加14%。英国其他规模较小的城市如绍森德、巴恩斯利和伯恩利等也呈现出了同样的趋势。
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消费在本地
2020年8月,英国政府发起了Shop Local Week活动,鼓励人们在疫情期间的第一次封城结束后在本地店铺消费。这一活动及后续类似的活动,再加上人们在疫情期间的出行距离大大缩短,对零售业产生了持久的影响。巴克莱银行信用卡消费数据显示,食品专门店的消费增长了63%,并且在每十个在当地购物的人中,九个人表示将继续这样做 3。
在Make建筑事务所举办的零售业圆桌会议上,研讨嘉宾谈到了本地独立品牌近年来如何在香港等地蓬勃发展。其中部分原因是大型品牌在疫情期间停止了扩张,使小企业有机会填补市场空白。
一位研讨嘉宾指出,这些小企业会效仿或改良那些无法继续扩张的大品牌的思路。但参会者一致同意,这些小企业成功的根本原因是人们愿意支持本地企业。
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15分钟生活圈
15分钟生活圈是指人们在以家为中心步行或骑行15分钟可以到达的范围内满足一切生活需求。这一话题在2020年收获了很多热度。C40城市气候领导联盟在2020至2021年间发布了若干份关于15分钟城市的报告,并探讨了如何创建这样的城市。
15分钟生活圈不是一个新概念,但充分反映了人们目前关心的问题,包括更多的绿色空间、更短的通勤时间、交通量减少对可持续性和幸福感的提升,以及对当地经济发展的推动。
在过去的几年里,这些对话已经成为了实际行动。在巴黎市长Anne Hidalgo在2020年再次当选,其中部分原因是她提出了“超近距离“计划,包括在每条街道和桥梁上都设置自行车道、将70%以上的路边停车位改作其他用途,并在需要的地区增加办公空间。
美国这样惯于依靠汽车出行的国家也正在发生改变。以休斯顿为例,在2020年8月出台了新规定,扩建人行道,并将停车场搬到建筑物的侧面或背面,特别是在公交站和火车站附近的区域。新规定希望鼓励人们更多地选择公共交通方式出行,营造对行人友好的环境,减少对汽车的依赖。
这样的城市表明本地生活圈并不只是疫情期间的特殊状态,而是我们所处场所的转捩点。
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远程办公
同城零售方兴未艾的另一个原因是远程办公将成为新常态。自2020年初疫情爆发以来,几乎每个人都体验了远程工作的利弊。远程办公将成为未来灵活办公方式的一部分。
最近在英国、美国和澳大利亚工作人群中进行的一项调查显示,即使在大多数人都接种了新冠疫苗之后,70%的人预计每周至少有一天在家办工5。在过去一年中,认为在家中办公更有效率的上班族比例从33.6%上升至46.4%。这意味着我们在客观环境和心理状态上都更加适应了部分时间在家办公。
随着人们居家时间的增加,居民区需要满足人们的零售消费需求。即使与疫情最严重的2020年相比,人们居家的天数有所减少,未来对于居民区附近的商店、咖啡馆和酒吧的需求仍可能高于疫情开始之前。
特别鸣谢:
Albert Chu
Claire Hepher-Davies, The Crown Estate
David Waldren, Vicinity
Joanna Russell, Frasers
James Hepburn, Ipswich Council, Queensland, Australia
Lucy Puddle, Grosvenor
Paul Husband & Vicky Li, Husband Retail
Stuart Harris, Milligan
Make商业零售代表项目