Rieker
Life-style time
13.02.2012 2226

Life-style time

Western studies of the effectiveness of the model of new retail out-of-town formats show that, in order to save money, the buyer is willing to spend hours on the road for 2-3 purchases on the road only one way.

The head of the RWAY analytical agency, Alexander Krapin, believes that there is a normal process of borrowing the already established formats of trade organization in the West. New trends will become the main directions of development of the retail real estate market in Russia.

"Progress in this case will consist in adopting all the most effective from the West. The obstacle is higher prices for some groups of goods than in the West. Here, of course, Russia's accession to the WTO will play a role, but a long transition period will not allow quick results. If Russian developers manage to integrate them into our social and economic environment, they will create a network of bright and interesting objects, "the analyst emphasizes. 

Economy
A retail park is a complex of one- and two-story buildings or structures (at least 5 objects) grouped around a large parking lot. For construction, the cheapest technologies and designs are used. Most often, a retail park in Russia receives a site that is not very suitable for traditional projects, and outlets have the best prospects for millionaires, comments Yulia Gorlova, deputy director of strategic consulting at Jones Lang LaSalle in Russia and the CIS.

The main disadvantage is the climatic features of our country and the open format. US experience suggests that it is better to provide comfort issues in advance, where people migrate from open retail parks in the northern and western states to closed or under roofs, Firstnews experts say. 

In the summer of 2010, the retail park project was announced in Nizhny Novgorod. The implementation period is 2014 year. Last year, the Happy Mall retail park with an area of ​​43 000 square was opened in Saratov. m. 3 August 2011 year was signed a contract for the construction of a retail park in Tver. The deadline for its completion is I-II quarter of 2013 year. The Canadian company Trinity Russian Retail Partnership, which has established a joint venture with Russian partners, plans to build a retail park in Moscow on Kaluga Highway (119 000 sq. M), on Kashirsky Highway (130 000 sq. M) and 2 facility on the Moscow Ring Road with an area of ​​83 000 sq.m and 210 000 sq.m).

Premium
Life-style center is a combined format of retail and entertainment facilities in the premium segment. Yulia Gorlova notes that the first project in the format of a retail park near Moscow, the eponymous "Retail Park", has been operating for several years and in its format represents the simplest and most understandable variety of a new generation of shopping centers compared to life-style centers or outlets. 

The Canadian company Trinity Russian Retail Partnership is mastering this format by opening the Likerka Loft shopping center in Tula and planning to launch a similar project in Sochi in 2012, the Mandarin shopping center. "Life-style center assumes a bias towards entertainment and catering, where you can spend your free time. They often appear in locations with a high proportion of well-to-do population, in tourist centers, etc. Hence the logic of the Mandarin construction in Sochi," says Yulia Gorlov. 

Luxury
Several outlets will open in Moscow this year (large shopping centers located outside the city limits, selling products of expensive luxury brands with significant discounts - up to 70%): Vnukovo Outlet Village, Outlet Village Belaya Dacha, Fashion House Moscow. The total area of ​​the projects is 131 sq. M.

In addition to outlets, we are talking about retail park facilities and a life-style center. This is noted by experts at Colliers International in a survey of retail real estate for the 2011 year. However, the implementation of such projects involves certain difficulties - the lack of transport infrastructure, low density of nearby territories, and so on.
Knight Frank Senior Vice President Andrei Zakrevsky is confident that the emergence of new retail real estate formats is an inevitable trend of the times. Competition in retail is growing every year, new ways of delivering goods always attract customers, and the more often and better the update occurs, the greater the likelihood of good sales. 

"It is profitable for developers to build all these shopping centers outside the borders of big cities due to the cheapness of land. The formats are not competitors to each other - the outlet can be placed next to a retail park. Their development in Russia is a purely marketing move," the expert expressed confidence. Based on materials from Firstnews.

Western studies of the effectiveness of the model of new retail out-of-town formats show that in order to save money, the buyer is ready to spend hours on the road for 2-3 purchases on the road only in ...
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