Such a passage

They go to shopping centers not only for purchases. Many Muscovites go there on weekends, as before for a boulevard, to walk and there is ice cream

During this year, at least five trading centers of the lossal, arranged according to all the rules of modern science on the organization of mass “shopping” should be opened in Moscow and its environs. In this construction sector, a boom is clearly observed. Two giants under construction deserve special attention. In May, Ingeokom company opens the Atrium shopping center on the Garden Ring, opposite the Kursk station. And at the end of the year, if you believe the project, the details of which Ikea has just made public, the Mega Center will appear at the intersection of MKAD and the trade union street, which is much superior to the current Ikean Consumption Palaces. The deficit, as it would be said , in Moscow over the past few years, quite a lot of large, “rich” stores have opened. However, this is only a visible abundance. A person of medium wealth, whose welfare has grown the dull standards of clothing fairs and markets that spread out in stadiums and in hastily built hangars, is to the one who can finally receive pleasure from purchases, it is not so easy to find a store in the capital, as accurately calculated specifically for the social layer to which he belongs.

Western retail experts traditionally distinguish between its two forms (not counting small shops and chic boutiques): shopping centers where different companies and department stores rent are. In the latter, the visitor can be offered goods of the widest assortment, mainly clothes, shoes, bags and accessories, but also home goods, textiles, and cosmetics. Moreover, this whole assortment should fit into a single consumer class and thereby in a certain price category.

There are usually no trendy things here, but there is no frankly broken rag. At the same time, many department stores supply all products with their own branded shortcut (although sometimes they also retain the labels of companies that receive production orders from them). Classical examples of such trading companies are English Marks & Spenser and Selfridge, German Karstadt, International C&A. In Europe and the United States, customers of the department stores are representatives of the middle class, and this class is divided - in the visibility from purchasing power and, accordingly, the requirements for the quality of goods are almost a dozen subgroups. And for anyone there are department stores of the corresponding price category. The procession of each buyer up this ladder becomes a natural consequence of social success, income growth, complications of “requests”. They raised, say, a salary of some clerk or things went a little better with a small entrepreneur, and now he has already “grown” to the store with a higher category. In Russia, the consumer hierarchy has not yet developed so clear and differentiated. In the same store you can meet a bank employee and a modest teacher. And in the underground parking of some Smolensk passage, the VAZ "six" and the six -hundredth Mercedes coexist peacefully. Moreover, in our country there are no full -fledged department stores. Domestic firms lack the experience of managing such stores, the ability to form an assortment, organize supplies from different manufacturers. And foreign networks on our market are in no hurry. Therefore, the place of department stores in Russian cities is fully occupied by shopping centers renting space for independent stores. Even our “historical” trading platforms were turned into such - GUM, Tsum (“Um” in them just from the former “universal -like” device), “Muscovite”. Indeed, it is much easier to rent a place than to take risks, independently managing a giant enterprise. But shopping centers satisfy our needs far from completely.

“Clients of shopping centers are people with an average income of $ 400-500 per family member,” says Oleg Voitskhovsky consulting company RRS. - They want to buy quality things and at the same time not to overpay. And we have a lot of effluents (goods of the last-pungent seasons or simply rejected) at the price of the latest collections are sold, and the products of most international firms are more expensive than abroad. ” In fairness, we note that if desired in the capital, you can find things from the new collections of leading firms - almost simultaneously with how they appear in European stores. But this is rather an exception than the rule. And very many companies for the middle class have not yet entered our market.

“The deficit with apparent abundance is explained primarily by the lack of a sufficient number of trading places, Wojciechowski continues. - The needs of the modern city are such that for every hundred thousand inhabitants one large modern store is needed. We will not get half of the required. Under these conditions, customers simply have nothing to get out of the army, because in shopping centers you can sell anything and almost any money. Retail margin on clothes and shoes is at least 80%. The more large centers, the faster prices will go down and trade profit will not arise at the expense of “wraps”, but due to turnover, as in all developed countries. ”

According to Lennart Dalgren, Director General of Ikearossia, there are catastrophically few retail space in Moscow: according to his estimates, it is 16 times less than in the largest European capitals. An unsatisfied need for large modern stores, he will, will persist in the capital for another twenty years. So the construction of real western shopping complexes in fact is actually only starting.

Better more but back to the giant, which already in May should open in the capital. The Atrium will become the largest shopping center in the city, its area of ​​100 thousand square meters (for comparison: in the Smolensk passage and the “arena”, respectively, 60 and 45 thousand). The construction lasted four years and cost $ 150 million. After the 1998 crisis, I once had a chance to talk with a representative of one consulting company specializing in commercial real estate. Then, just the next large shopping centers were to open - Smolensk passage and Nautilus (on Lubyanskaya Square), and the "atrium" was just starting to build. My interlocutor saw the future of all (old and new) shopping centers in a gloomy light: “Demand for all goods, without exception, has decreased, the retail merchants have ceased to expand. Look at the “arena”, many there refused to rent.

“Smolensky” and “Nautilus” will be difficult to fill their areas. Probably, the project on Kursk is frozen. ”

Then it was assumed that the construction of the "atrium" would end in a year, but it dragged on. As it turned out, only for the better: times have changed, and the new center prophesies fast success. The residents of the capital have already forgotten about the crisis, a new consumer boom began. According to the British company Jones Lang Lasalle, the retail turnover (for all goods - both food and non -food) in 2000 increased by 17%, and in 2001 another 25%. Moreover, this is very important - Mosk Vichi spend money about the purchase of food and non -food goods about the purchase of food and non -food goods. No wonder, in such conditions, trading companies seek to expand their networks and maximize the retail space. The demand for them today is high: the cost of rent in the city center has increased by 10%over the past year.

In total, it is more profitable to place shops simply in the center, and in new and old large stores like a hum or “Manege”, where the flow of buyers is especially large. Recently, these "consumption centers" have become an important place for leisure for the average citizen. Even those who are not going to buy anything go to the windows go there. He is not going to gather, but often all the same buying: it is in shopping centers, as marketers have installed that impulsive, unplanned expenses are most often performed. Representatives of Jones Lang Lasalle (from the very beginning, it advised Ingeok and, having justified the commercial feasibility of construction, helped this company get a loan in Sberbank, and then drew up a plan for tenants) claim that by now almost 100% of the area in the Atrium is already employed (usually before opening the store, part of the area remains free). Moreover, lease agreements are concluded for 3-5 years in advance. But the rental rates here are higher than in any other shopping center, including the famous “arena”: at least $ 2,400 per square meter (some places cost more than 3,000). The popularity of “atri mind” among retail merchants is huge: those who claimed the largest areas bought them into their property. Still: the very center of the city, nearby - a large transplant node of the metro and a crowded station.

“We initially paid special attention to the plan of the placement of tenants,” says the expert of the company Julia Nikulicheva. We almost do not have “dead” zones, the plan is drawn up in such a way as to use every centimeter. ” Indeed, in many centers, retail space are used irrationally, the amensing companies are located randomly, without taking into account the price hierarchy. The success of any shopping center to a great extent depends on the correct rental policy. Firstly, it must be represented here, and as wider as possible, the trademarks well known to the buyer, indirectly helping to increase the turnover of the rest

firms. The prestigious goods attracts all and the exacting connoisseurs specially coming to the store for it, and random passers -by who noticed the name of the famous company in the window. Secondly, it is reasonable to guide on goods for the middle class. Thirdly, a good food department will not interfere with the “industrial” expanse, restaurants, a cafe where you can take a breath and have a bite. All these conditions in the "Atriumevrod would be met. Among its tenants “Arbat-Plastizh”, “Party-Domino”, Benetton, “Seventh Continent”, famous Fastfood brands, new cafes and restaurants.

However, the main influx should provide the Atrium zone of entertainment, which occupies 40% of its area. This is a multi-sized cinema, bowling, fitness center. K the disadvantages of the new institution can only be attributed to the underground parking incommensurable with its scale - only 700 seats. So those around the "atrium" lanes will surely be clogged with cars.

The local shopping center according to Yulia Nikulicheva, the Atrium can be the last large -scale project to find a place in the center of the city yes. The wastelands and “gestures”, comparable to the square in front of the Kursk station, which until recently, were occupied by parking lots and bus stops, it seems to be no longer in the capital. Trade areas are gradually moving to the outskirts of the ring road: it is easier to build giant buildings and pain of parking there. In addition, the rental of regional land is cheaper, and this ultimately reduces rental rates to retail space (in the city they do not exceed $ 1,200 per sq. M).

In the summer, the French Auchan should open on the Ostashkovo highway, and the Trading Group Center (this is a joint project of the Seventh Continent, Sportmaster, Old Man Hottabych, but the areas will be leased to other firms). In September, at the intersection of the Moscow Ring Road and Volokolamsk Highway, the second Crocus City Corps will open, the luxury shopping center (61 thousand square meters) will be located there. In this consumer paradise, in addition to bars, cafes, restaurants, there will be a garden with exotic trees and birds, fountains and waterfalls, and even the Wine Museum.

The largest center, not only in Moscow suburbs, but in general in Russia, will be Mega, which is already being built on the territory of the second IKEA store - at the end of the trade union street. The Swedish company finances the project, it will also be selected for its center of merchants of the arrenders. The area of ​​this super giant, which should open in December, will be more than 150 thousand square meters, and the total length of the windows reached no two kilometers, or even more. Its territory will be located on the Russian store “Technola”, the second Auchan in Russia and about 200 small small clothing stores, shoes, accessories, furniture, home goods, sports goods, etc.

“About 85% of the space has already been leased, by summer we plan to rent the remaining ones, says the general director of IKEA-Russia Lennart Dalgren. Among tenants how

Firms already known in Russia, which have long settled in the center of Moscow, are completely unfamiliar to Russian customers. In particular, one of the best women's clothing networks in the world is not the right to say which one. ” In addition, Mega will accept all kinds of cafes and restaurants, services (laundry, dry cleaning, metal repairwall, shoe repair), a 12-track cinema, a playground, where you will care for your child, while you wander in search of the desired product, an indoor skating rink, where a whole team of children's trainers and instructors, and also, of course, will also, of course, will also work. Parking capable of accommodating more than ten thousand cars.

It is expected that Mega will receive more than 25 million visitors per year. This is already an institution from the category of those in the West (primarily in the USA) is called shopping ground. But even before the “mega” opens at the end of the trade union, Ikea, according to Lennart Dalgren, will begin the construction of the second similar center in the territory of its “debut” store in Khimki.

The key to the success of any suburban shopping center is the presence of densely populated sleeping areas nearby. For example, to the Crocus City and the Feast, residents of Strogin can go on foot, and drive several kilometers by car or a regular bus from Tushin and Mitin. It is not difficult to reach the residents of these areas, as well as Zelenograd, Hymok, densely populated quarters along the Leningradskoye Shosse, and Khimki and Khimki’s first complex. From the second Ikea, on the trade union, very close to Yasenev, Konkov, Belyaev, Chertanov, Biryuleva.

Nevertheless, suburban complexes are convenient primarily for car owners. True, in IKEA, more than 20-30% of buyers get by public transport. However, for this, the Swedes had to not only hold a large -scale advertising campaign, but also organize their own line of free buses delivering buyers from the nearest metro station directly to the door of the store. Next year, Ikea plans to open another store (53 thousand square meters) in the Poklonnaya Mountain area, specially designed for buyers who do not have personal transport. It is also supposed to build a trading gallery in which there will be “third -party” tenants.

However, the prestigious, but not too densely populated area of ​​Kutuzovsky Prospekt is rather an exception to the general rule. Modern trading companies are still the most promising sleeping areas. And they strive to be introduced not only in the suburbs, but also directly into the thick of residential quarters.

Undoubtedly, among hundreds of thousands of inhabitants of each of the largest Moscow sleeping areas, customers who are capable of - and are ready to make purchases not at cheap fairs and markets, but in good stores offering better and prestigious products from time to time. The growth of consumption levels in Moscow can be found with the naked eye: there are more and more buyers who prefer clothing markets to clothing markets. In addition, the Moscow government several years ago headed for the coagulation of fiber -growing markets. If in 2000 they accounted for 70% of sales, now a little more than 40%. And, apparently, this process is irreversible.

In some sleeping areas, large (from 10 thousand square meters) are already opened by Western -sample complexes. They are built on the same principle as central, and among tenants there are many well -known firms. For example, in the Chertanovsky Global City (next to the Yuzhnaya metro station), in addition to the Perekrestok supermarket, stores selling famous clothing brands (NAF-NAF, Levi, Wolford), SWATCH, Knitotage (GLENFILE), Shoe (ESSO), snacking Rostix, snacks, snacking Sbarro, “Baby-Card”, Baskin-Robbins Cafe and Italian Coffee shop.

The outskirts are extremely attractive to business. The rental rates there, although higher than near the Moscow Ring Road, but lower than in the center. “Now one square meter costs $ 1,400-1500 a year. But since the construction of centers on the outskirts of the city will continue, rental rates can decrease by 5-10%by the end of the year, ”says Yulia Nikulicheva. Yes, and the common opinion that only cheap consumer goods can be sold on the outskirts, it is resolutely refuted by life: modern large bedrooms of sleeping areas are crowded with visitors. So far, the outskirts of the shopping centers can be counted on the fingers. And in some densely populated areas there are still no decent trading establishments at all. “For example, in Yasenev, where 150 thousand lace lives, only four supermarkets and not a single non -food store of the European class,” said Yulia Nikulicheva. So investments in civilized trading on the outskirts are extremely promising.

However, wherever new trading complexes were built in the city center, outside the Moscow Ring Road or in sleeping areas, they are almost no different and will hardly differ significantly from the old ones. After all, in them we will see all the same companies that have already opened their stores in Gum, Tsum, Manege, Ramstore, etc. Real competition will begin only when completely new international brands of goods for its class appear on our market. “The market is very missing competent trading operators who could correctly form the assortment of their stores,” says Oleg Voitskhovsky. This assortment can consist of widely known brands in the world or from those that can only be bought from this operator. The main thing is not this, but the optical ratio of price and quality. ”

Success in the near future will come only to those shopping centers that will be able to guess or in a successful way to form consumers and offer them the most diverse assortment. According to “God RA, to stop dividing customers simply into the“ poor ”and“ poor ”, peer into the purchasing mass more intently and detect many small groups, categories and output of the EC. And everyone to offer goods intended specifically for it.