![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRetail-article-illustrations-chinese-1.jpg?auto=format&crop=center&fit=crop&h=68&ixlib=php-1.2.1&w=210&s=81664c505d1d249376ddb73466c825d4 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRetail-article-illustrations-chinese-1.jpg?auto=format&crop=center&fit=crop&h=135&ixlib=php-1.2.1&w=420&s=30a6dff6f31108295fbf74722145bb4e 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRetail-article-illustrations-chinese-1.jpg?auto=format&crop=center&fit=crop&h=247&ixlib=php-1.2.1&w=768&s=8391cb81f01038a85534528bbbda0a09 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRetail-article-illustrations-chinese-1.jpg?auto=format&crop=center&fit=crop&h=330&ixlib=php-1.2.1&w=1024&s=d1745f0dc5c4d25fadee4744e6a155c0 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRetail-article-illustrations-chinese-1.jpg?auto=format&crop=center&fit=crop&h=451&ixlib=php-1.2.1&w=1400&s=d7e7a99c2b9b3311142fc350ced4d6cb 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRetail-article-illustrations-chinese-1.jpg?auto=format&crop=center&fit=crop&h=516&ixlib=php-1.2.1&w=1600&s=eb3bcdd4b7b2053d92d7434cbf220274 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRetail-article-illustrations-chinese-1.jpg?auto=format&crop=center&fit=crop&h=619&ixlib=php-1.2.1&w=1920&s=24387a82e8d9c45003728e78c9a4c8b1 1920w)
新业务模式下的零售业未来变革
2020年5月,美国房地产投资信托(US REITs)的购物中心收租率跌破50%。在英国,零售业遭受的打击更严重:2020年第二季度零售业收租率只有13.8%,同年第三季度下跌到12.7%。
虽然零售业收租率后续明显回升,但新冠疫情带来的不确定性给整个行业造成了深远的影响。品牌商希望有更多弹性,与此同时客流量尚未恢复稳定且无法预测。因此很多业主开始寻找新方法来保持收入稳定,很多在疫情期间的新尝试可能在疫情结束之后继续沿用。
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRevenue-splitting.jpg?auto=format&crop=center&fit=crop&h=210&ixlib=php-1.2.1&w=210&s=06c1e3ae941081cacc797af298cc6a04 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRevenue-splitting.jpg?auto=format&crop=center&fit=crop&h=420&ixlib=php-1.2.1&w=420&s=c5b66fcc9ca9b947ff989a3825ad68bd 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRevenue-splitting.jpg?auto=format&crop=center&fit=crop&h=768&ixlib=php-1.2.1&w=768&s=c5dec5d2445018f3beac73ee3ee4c9cf 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRevenue-splitting.jpg?auto=format&crop=center&fit=crop&h=1024&ixlib=php-1.2.1&w=1024&s=2cb7aae1a5d98a9eea19efa284f7585d 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRevenue-splitting.jpg?auto=format&crop=center&fit=crop&h=1400&ixlib=php-1.2.1&w=1400&s=a9956c0423feb150cb6658ad7ed4c81f 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRevenue-splitting.jpg?auto=format&crop=center&fit=crop&h=1600&ixlib=php-1.2.1&w=1600&s=6b0d3af8a1e59e0cc9c343f2695e73e4 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FRevenue-splitting.jpg?auto=format&crop=center&fit=crop&h=1920&ixlib=php-1.2.1&w=1920&s=61341c18c087f5482046aca11663a0a8 1920w)
收入分成
根据第一太平戴维斯的研究,按营业额分成收取租金的做法在新冠疫情开始之前在英国并不常见,但近年来正变得越来越普遍。具体做法因租约而异,通常而言业主按品牌租户营业额的一定比例 (通常在1-15%之间)收取租金,这样租户能够更从容地应对市场波动。
随着线下购物加速向线上转移,越来越多的品牌商同时拥有实体店和网店。按营业额分成收取租金不仅能帮助租户克服不确定的环境,也能让业主紧跟消费发展趋势。
在Make建筑事务所近期举办的圆桌会议上,研讨嘉宾表示,业主在通过提供物流空间等方式加大力度支持租户进行线上销售的同时,也希望分享来自线上渠道的收益。
研讨嘉宾认为,即使在澳大利亚等网上购物尚未广泛普及的市场,购物中心也应预留物流空间,满足租户发展壮大之后的业务需求。分享线上销售收入使业主和租户都能从中获利。
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2Fflexibility-2.jpg?auto=format&crop=center&fit=crop&h=125&ixlib=php-1.2.1&w=210&s=43fbe74e2e7dfbd6305a89513cab47f5 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2Fflexibility-2.jpg?auto=format&crop=center&fit=crop&h=250&ixlib=php-1.2.1&w=420&s=d92bd0bcca5cada7f13c0eb8d6d89921 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2Fflexibility-2.jpg?auto=format&crop=center&fit=crop&h=457&ixlib=php-1.2.1&w=768&s=aa70157e451f0c55fd4a5412cf223624 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2Fflexibility-2.jpg?auto=format&crop=center&fit=crop&h=609&ixlib=php-1.2.1&w=1024&s=498815672a57d98b269a135261fc905e 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2Fflexibility-2.jpg?auto=format&crop=center&fit=crop&h=832&ixlib=php-1.2.1&w=1400&s=46ad54a8afca3735ee8868dbe89adf27 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2Fflexibility-2.jpg?auto=format&crop=center&fit=crop&h=951&ixlib=php-1.2.1&w=1600&s=daabd02b8156fa58860e8cd6feac5db2 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2Fflexibility-2.jpg?auto=format&crop=center&fit=crop&h=1141&ixlib=php-1.2.1&w=1920&s=b1f2f01eca12cd6cc6f466fd10af8ffe 1920w)
弹性租约
与按月计算的租约相比,品牌商更希望签订以天或星期为单位的可续签短期租约。商铺租赁平台Appear Here显示,前几次经济衰退时市场都表现出了这一特点,对于弹性租约的需求将成为新常态。近年来,店铺转换时间不断缩短。Appear Here显示2020年约有一半的预订在请求发出后的三天内完成。
租户的需求正在推动市场向更加灵活的方向发展。品牌商需要实体空间,但不想囿于长期租约。与收入分成一样,弹性租约也有益于业主。Appear Here的研究表明,与传统租约模式下的租金相比,灵活空间的租金收入高出43%。
上海的TX淮海|年轻力中心是一个很好的例子。商场以快闪式空间为主,为网红品牌提供三个月免租的实体空间,换取销售分成。商场去年的客流量达五百万人次。
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FMulti-use-space-2.jpg?auto=format&crop=center&fit=crop&h=150&ixlib=php-1.2.1&w=210&s=971f5899b1ff6920c4f89dec86b3e074 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FMulti-use-space-2.jpg?auto=format&crop=center&fit=crop&h=300&ixlib=php-1.2.1&w=420&s=7f73242e8e4c7b1e13f64e99ab1ad60b 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FMulti-use-space-2.jpg?auto=format&crop=center&fit=crop&h=548&ixlib=php-1.2.1&w=768&s=6f77a837015381eccbee767c5761fc64 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FMulti-use-space-2.jpg?auto=format&crop=center&fit=crop&h=731&ixlib=php-1.2.1&w=1024&s=4282067f93a669900ea558a9a3b0e960 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FMulti-use-space-2.jpg?auto=format&crop=center&fit=crop&h=999&ixlib=php-1.2.1&w=1400&s=b0bd31746dbe5a73e9e0373e822de076 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FMulti-use-space-2.jpg?auto=format&crop=center&fit=crop&h=1142&ixlib=php-1.2.1&w=1600&s=74ce66786e416dd654d56dba671d4806 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FMulti-use-space-2.jpg?auto=format&crop=center&fit=crop&h=1371&ixlib=php-1.2.1&w=1920&s=b2d660fcbc758c4c7556efeea293006a 1920w)
多用途空间
在圆桌讨论中,一名研讨嘉宾指出,业主想要获得成功,就必须持有开放的态度,与创意性地利用空间的租户合作。业主们愿意看到零售商在全天各个时段将同一个空间用作不同用途,对空间进行充分利用。
这意味着空间的有效使用时间可以大大延长,例如白天里的共享工作空间在夜晚可以变身为酒吧。
较为传统的综合体项目也可以帮助业主有效应对市场波动。综合体开发项目中的零售部分可带来租金溢价。即使在溢价较低的地区,零售业也有助于提升整个开发项目的吸引力。人们倾向于在其工作、购物和社交地点附近居住。因此,开发项目中恰当比例的零售空间可以提升同个项目中例如住宅等更稳健、更可预测的物业的租金。
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FInvesting-retail-tech-1.jpg?auto=format&crop=center&fit=crop&h=210&ixlib=php-1.2.1&w=210&s=00a24eab8d6dc2479f2c736d86685e57 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FInvesting-retail-tech-1.jpg?auto=format&crop=center&fit=crop&h=420&ixlib=php-1.2.1&w=420&s=8105254ec824e9da166d8e8c4fcc8a16 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FInvesting-retail-tech-1.jpg?auto=format&crop=center&fit=crop&h=768&ixlib=php-1.2.1&w=768&s=bc74cacb1a60a62fcc037beeb8a09cc2 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FInvesting-retail-tech-1.jpg?auto=format&crop=center&fit=crop&h=1024&ixlib=php-1.2.1&w=1024&s=b3ea749f23bcd9bfdc1aec951c78d1d1 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FInvesting-retail-tech-1.jpg?auto=format&crop=center&fit=crop&h=1400&ixlib=php-1.2.1&w=1400&s=162c79d0a3e0235d9a89df44d11ee043 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FInvesting-retail-tech-1.jpg?auto=format&crop=center&fit=crop&h=1600&ixlib=php-1.2.1&w=1600&s=e6327273215b9d6b240911307d64fb95 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2022%2F05%2FInvesting-retail-tech-1.jpg?auto=format&crop=center&fit=crop&h=1920&ixlib=php-1.2.1&w=1920&s=65af7097fa3f7376d9601d3c1695f611 1920w)
投资零售科技
无论零售业如何发展,零售商都会紧跟发展趋势。以马莎百货为例,公司在2018年与初创企业孵化器项目Founders Factory合作,发掘并支持创新企业。
该合作项目在第一年便投资了一批初创企业,业务涉猎广泛,从为充电宝租借服务到剩余农产品销售平台。
正如马莎百货的首席数据官Jeremy Pee所说,公司此举能够使其“与行业颠覆者合作并从中获取经验,免于被淘汰” 。
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