2014-01-27 21: 30: 04
Editor in charge: Catherine
(Newspaper from this newspaper) The owners of Australian shopping malls are currently joining the ranks of the same industry in the outer city, providing a wider range of "pop-up" stores for merchants to sell all kinds of goods and services.
Although the short-term rental model is not a new thing that has just appeared, it is now being reactivated due to the popularity of the Internet and the necessity of online shops to contact customers in traditional shopping malls.
Marianella Watman, founder of online leasing company Pop Up Brands, estimates that billions of dollars in lost sales from traditional retail stores have gone to online stores. In order to recover some of the lost cash, the developer GPT Group welcomes the concept of short-term leases. It has reserved some space for short-term leases, calculated in hours, days, weeks or months.
Owners of other shopping malls have also joined the ranks of website leasing to meet short-term lease contracts. The Pop Up Brands website allows small retailers to consult with start-up companies to lease flexible or "commercial"-style spaces in GPT shopping centers across the country.
Retail giant Myer has taken the lead in opening some pop-up shops at Southern Cross Station in Melbourne and Bond Junction in Sydney, selling small items.
Matthew Faddy, head of asset management at GPT, said: "The physical space in the mall is still in great demand, but it faces the Internet as a rival. We must provide a wider range of flexible leasing opportunities to increase our sales."
Watman said that in the past it was difficult for mall owners to rent small-space shops. She pointed out that there have been some long-established temporary lease shops in shopping malls near residential areas, and some big brands and land owners are also enthusiastic about this. idea.
At the same time, many international brands also use this concept to create brand awareness and launch a specific product. Retailers are willing to pay high rents in some prosperous areas and close the store when sales are not good.
According to the latest news, Japan's Uniqlo has opened a small store on Swanston Street in Melbourne, thinking it will enter Emporium later this year to warm up. It is creating brand awareness to let customers know which brand is about to enter the long-established mall. Nokia used the same strategy in Sydney last year.
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