新消费时代下的大机遇系列报告一：从“场所”到“场景”，新消费时代下的商业地产迎来重大机遇

Investment Rating - The report rates the real estate industry as "Outperforming the Market" [1] Core Insights - The traditional residential development sector is contracting, while commercial real estate is entering a policy-driven growth phase, with a focus on new consumption scenarios starting from 2024 [1][8] - The shift from traditional commercial spaces to immersive experience-driven scenarios is essential to meet the diverse needs of modern consumers [1][10] - The report emphasizes the importance of integrating "scene" and "consumption" to create unique consumer experiences, enhancing customer retention and engagement [1][10] Summary by Sections 1. Current State of Commercial Real Estate - The commercial real estate sector has entered a "stock era," with the number of new openings in 2025 reaching a ten-year low, with 369 new projects and a total area of approximately 27.41 million square meters, down 24% and 25% year-on-year respectively [15][19] - High vacancy rates and declining rents are significant challenges, with 2025 seeing a 20% share of new openings being stock renovation projects [14][15] - New market entrants include outlet malls and themed commercial spaces, which are becoming differentiated "new scenes" [14][15] 2. New Consumption Scenarios - The core of new scenarios lies in transitioning from merely providing sales spaces to creating emotionally resonant immersive experiences [1][10] - The rise of new consumption brands is reshaping the operational strategies of commercial real estate, focusing on customer flow and experience rather than just transactions [1][10] - Non-standard commercial projects, characterized by small-scale and open street designs, are gaining traction, with a 18.7% increase in foot traffic compared to traditional shopping centers [1][10] 3. Differentiated Commercial Spaces - The report categorizes non-standard commercial spaces into three types: fashion innovation, retro innovation, and ecological innovation, each targeting different consumer emotional needs [1][10] - Major cities like Shanghai, Beijing, Hangzhou, and Chengdu are leading in the development of non-standard commercial projects, with a significant focus on cultural and experiential elements [1][10] 4. Recommendations for Developers and Operators - Developers and operators are encouraged to innovate by creating differentiated offerings that resonate with specific consumer segments, emphasizing cultural integration and social spaces [1][10] - The report suggests that the focus should shift from traditional metrics like rental income to new indicators such as customer dwell time and engagement in experiential activities [1][10] - The commercial real estate sector is expected to benefit from favorable policies during the 14th Five-Year Plan, with opportunities for high-quality assets to thrive [1][10]