This document mainly discusses the current state of the global retail market, as well as the opportunities, strategies, and successful cases of cross-border cooperation between shopping centers and local brands, and also provides suggestions for future development.
1. Global Retail Market Situation: In 2024, the global retail market size reached $30.6 trillion and continues to grow, with the Asia-Pacific region growing the fastest. In 2024, China’s retail market is large, with significant growth in online retail. The market structure is diversified, consumer behavior is changing, and there is an increasing demand for cost-effectiveness and experience. The global retail market faces challenges such as the economy, inflation, and policies, but there are also opportunities such as e-commerce growth and the rise of emerging markets.
2. Cooperation between Shopping Centers and Brands: Brand internationalization faces challenges such as identifying the customer base, obtaining retail locations, establishing local relationships, and enhancing brand awareness. Shopping centers can use their own advantages to help brands solve these problems. When choosing brands, shopping centers consider criteria such as brand reputation, target customers, and financial status.
3. Successful Cases: Pop Mart cooperated with Southeast Asian shopping centers to increase sales and brand awareness; a French luxury brand and a Hong Kong cultural landmark cooperated to create an artistic retail space, achieving both commercial and cultural breakthroughs; Heytea, high-end shopping centers, and international luxury brands worked together to enhance brand exposure and drive consumption.
4. Marketing Strategies: Shopping centers use a variety of marketing strategies such as digital integration, cultural adaptation, and community engagement to help brands increase awareness, gain consumer trust, and drive sales growth in new markets.
5. Future Suggestions: Shopping centers should establish international cooperation networks, invest in infrastructure, foster an innovative culture, promote technological and experiential innovation, and strengthen the combination of localization and globalization to further support brand internationalization.
