No siempre ser grande, es ser exitoso para los Centros Comerciales

El éxito de los malls o centros comerciales no es medido, bajo ningún concepto por su tamaño, lujo, ni siquiera por la ciudad en la que se encuentra, el éxito de un mall se presenta en la rentabilidad de sus metros cuadrados comerciales, o, lo que es lo mismo, la capacidad de ventas de sus locatarios. Debemos tomar en cuenta que todo mall se
diseña para generar y maximizar las ganancias de sus espacios rentables, buscando atraer a la mayor cantidad de usuarios con técnicas rentabilidadpublicitarias, incentivando a las personas a que los visiten, lo que nos hace preguntarnos realmente ¿si las dimensiones de los centros comerciales son fundamentales para el factor éxito de los mismos?.

El colosal tamaño de un mall puede llegar a albergar un gran retail experience, pero lo que a los comerciantes realmente le interesa es la parte del retail, el experience puede quedar, a veces, en segundo plano, de tal manera que para considerar a un centro comercial como “bueno” debemos fijarnos cuánto venden sus tiendas y no su gran tamaño o cantidad de locales. De esta forma el que genera mayores ingresos por metro cuadrado es el Bal Harbour Shops en Miami, USA, con un área rentable de tan solo unos 42.000 m2, este coloso de ventas genera unos ingresos de 2.555 dólares por pie cuadrado (alrededor de $ 27.501,76 por metro cuadrado), más de seis veces el promedio del sector.

Ball Harbours ShopsDe hecho, ninguno de los 10 centros comerciales más grandes del mundo forman, siquiera, parte del top 15 de los centros comerciales más productivos según la revista Shopping Centers Today, del Consejo Internacional de Centros Comerciales (ICSC, según sus siglas en ingles), lo que nos demuestra que las dimensiones no son factor fundamental en la toma de decisión para la visita por parte de los usuarios o compradores del mall, la ubicación cuenta en gran medida, una zona turística, de alto tránsito y fácil acceso genera mayores polos de atracción, mayores que el mismo tamaño, ejemplos hay grandes fracasos que no tomaron estos factores en su proyección, como es el caso del centro comercial más grande del mundo el New South China Mall, en Dongguan, China denominado también como “centro comercial fantasma”, contiene 2350 locales comerciales en un área de 659.612 m2, pero con 99% de desocupación, entre sus defectos resalta la ubicación, la ciudad donde se emplaza (Dongguan) solo se le accede por vía terrestre, no cuenta con aeropuerto propio, entre otras cosas.

Según Shopping Centers Today los primeros 15 centros comerciales en venta en el mundo son:

  1. Bal Harbour Shops (Miami, USA): 2.555 dólares por pie cuadrado
  2. Forum Shops en Caesars (Las Vegas, USA): 1.750 dólares por pie cuadrado
  3. Westfield Stratford (Londres, Inglaterra): 1.600 dólares por pie cuadrado
  4. Westfield London (Londres, Inglaterra): 1.600 dólares por pie cuadrado
  5. Shops en Columbus Circle (Nueva York, USA): 1.600 dólares por pie cuadrado
  6. Westfield Sydney (Sídney, Australia): 1.500 dólares por pie cuadrado
  7. Mall de los Emiratos (Dubai, EAU): 1.423 dólares por pie cuadrado
  8. The Grove (Los Ángeles, USA): 1.400 dólares por pie cuadrado
  9. Pacific Centre (Vancouver, Canada): 1.255 dólares por pie cuadrado
  10. The Mall (Orlando, USA): 1.250 dólares por pie cuadrado
  11. Ala Moana Center (Honolulu, USA): 1.200 dólares por pie cuadrado
  12. Yorkdale (Toronto, Canada): 1.194 dólares por pie cuadrado
  13. Chadstone (Melbourne, Australia): 1.157 dólares por pie cuadrado
  14. The Mall ( NJ, USA): 1.110 dólares por pie cuadrado
  15. Americana (California, USA): 1.100 dólares por pie cuadrado

Grupo CIEC

Enero 2016

 

9 thoughts on “No siempre ser grande, es ser exitoso para los Centros Comerciales”

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