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Shopping malls in Guangzhou are becoming more and more interesting. In the Pearl River New Town, Xintiandi Plaza has opened a bubble Park, featuring bubbles, snowflakes and snowflakes, as well as facilities for training children's balance. Guangzhou's biggest pregnancy baby themed mall "children's King" was located in Xicheng last month. There are various kinds of free parent-child interaction activities and children's classroom. Work, exploration, division of labor, painting; Lefeng Square also started to develop children's format from the direction of children's intellectual development. Jim, EF Children's and Lego Experience Hall attracted a large number of family members from nearby communities.

Recently, it has been reported that "children's format has become one of the four pillars of shopping centers in the Mainland", and that "children's field may soon surpass fast fashion". The other three pillars are catering, entertainment and fast consumption. Catching children becomes an effective magic weapon to keep family guests. Parents'money is much easier to earn than women's money. Shopping malls have insight into the business opportunities. Although children's format contributes little to the rent of shopping malls, it is still hot to run out. Shopping malls are competing to increase the proportion of children's format in shopping malls. Unlike the nature of pure playfulness in the past, this year shopping malls consciously make children's format develop toward intellectual development, which is now the "consensus" of shopping malls in developing children's format.

This year, shopping centers in Guangzhou have increased the proportion of children's formats. In the west city and happy peak square, the proportion of children's business operation is at least 13%. The sun Xintiandi introduces the dazzling fantasy bubble paradise, which includes spacewalks, free submarines, guarding submarines, escaping dinosaur islands and spitting bubble trains. Scarecrow Farm will jointly set up a DIY project for children potted with educational institutions. Children's format has become not only the "standard allocation" of shopping malls, but also one of the key points of development. Dalian Wanda Group has indicated that it plans to establish a holding company to accelerate expansion to the children's field.

Shopping malls focus on intellectual development in the field of children's business. An international English kindergarten training institute is presenting experience. Foreign teachers are jumping and jumping. They teach children cat, dog, bird and fish in combination with animation games. In front of the audiobook area, children read books with animals and enjoy reading. In a shopping mall, children build blocks in Legao area, or learn to make cakes and lanterns. Golden Hui Olympic Sports Shop also has children's stage play role-playing experience.

RET Ruiyide China Commercial Real Estate Research Center recently released the "Children's Business Form Research Report", which shows that the total area of children's business in China has increased 538.8% in the past five years, and the proportion of children's business in shopping malls has increased from 5% to 15%. The market scale in 2015 is expected to reach 11.525 billion yuan.

"In the past, children's business format was not so valued by commercial property, this year began to be excavated and valued. At present, the children's sector of Guangzhou market is still in its infancy and has great potential for development. Huang Wenjie, executive chairman of the Guangdong Provincial Circulation Chamber of Commerce, said that children's formats are rich in content. Apart from clothing and toys, they also have participatory content such as recreation, education and training. The latter is the "main force" of children's business, which requires children to participate, which gives consumers a reason to stay in shopping malls for a long time.

"For commercial property management, the two most important concerns are: first, the popularity of the venue, and second, the length of stay. The longer the effective consumer stays in the market, the greater the probability of consumption. Many shopping malls are trying to do one thing - to improve the stability of customer stay time, the development of children's format is an effective way. Huang Wenjie told reporters that although children's format contributes little to the rent of shopping malls, it can well stimulate household consumption. Pure children's play projects may not be able to retain consumers. Developing more participatory, technological and intelligent projects is the future direction. He suggested taking a differentiated approach and exploring unique elements. Wang Xianqing, director of the Institute of Modern Circulation, Guangdong University of Finance and Economics, believes that the proportion of shopping functions of shopping malls will gradually decline, while the experience function will be further strengthened, which can bring popularity.

Some experts also pointed out that when children's format is highly developed, they will move towards meticulous and professional direction.

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