Nanjing Road retailers face online challenge
Print Edition
THE premier shopping street of Nanjing Road W. is defying predictions that traditional retailing will be usurped by online sales.
In the usually weak summer retail period, Nanjing Road retailers chalked up a 10 percent year-on-year increase in sales.
The secret? Giving consumers a pleasant shopping experience.
The middle section of Nanjing Road W. was the first to undergo a commercial makeover, making it one of the most sought-after retail strips in Shanghai.
Westgate Mall has introduced more eateries and restaurants, which draw shoppers to the area.
“We have expanded out catering areas from 17 percent to 35 percent in recent years,” said Lu Hongqing, mall deputy manager.
Sales this summer were up 5 percent from the previous year.
Plaza 66 also has benefited from changes.
In the first half of this year, it closed the B1 floor for renovation. The area used to specialize in the sale of luxury watches and jewelry.
Deputy Manager Derek Pang said Plaza 66 is introducing more cafes and dessert shops.
“We weren’t fully utilizing our third and fourth floors,” he said. “Now, we are offering dining services in those areas.”
CITIC Square is redefining itself with big renovations.
“We don’t want a lot of chaos and motley brands,” said Deputy Manager Zhu Peiliang.
The fourth floor will become a “shopping paradise,” for women, according to Zhu.
“We are hoping brands like Prada and Gucci will open tax-free outlets there,” he said.
According to Jing’an Commercial Commission, they want the first direct-selling store in the district to be sited on the street if Customs gives green light.
Jiuguang Department Store, on the west side of the street, has also found a niche market.
Recently, its sixth floor was transformed to an area specializing in children’s goods to cater to increasing family sizes under to the nation’s new “two-child policy.”
The store said it expects this year to be its best since it opened in 2004.
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