In the past year, the offline consumption scene has revived. There are scenic spots, restaurants, online celebrity cities, and B1 and B2 floors (i.e. the first and second floors underground) of shopping malls. Not long ago, young people like to go to B1 and B2 floors of shopping malls and rush to hot search. In large and small shopping centers in the city, the underground shops have more people and business.

Why do young people like to go to B1 and B2 floors when they go shopping? This is because the current consumption concept of young people is more rational and pragmatic. They are no longer easily attracted by advertising and brand halo, but pay more attention to the sense of experience, the pursuit of cost performance, and are willing to pay for emotional values.

With the rapid development of e-commerce shopping, offline shopping malls have become less attractive in terms of shopping. At the same time, the leisure, entertainment, childcare and other functions of shopping malls have become increasingly prominent. Restaurants, cinemas, amusement parks and other large commercial complexes have become the main force to absorb passenger flow. To some extent, this is why the "basement" of the shopping mall, which has more fireworks and more life flavor, is popular.

Compared with other floors, B1 and B2 floors of shopping malls tend to be more diversified, with more popular brands and emerging brands. Whether it is catering snacks with affordable prices or interesting handicraft workshops, the consumption of these stores is generally characterized by "low price and high frequency", which enables young people to have more pleasant feelings of "spending a little money without burden" and a sense of healing "not spending money but also being happy".

B1 and B2 floors have convenient location. The basement of many shopping malls is directly connected with subway stations and parking lots. Consumers can quickly reach the floor that meets the needs of eating, drinking, playing, shopping and entertainment when they come out of the subway station or parking lot.

Where consumers are, the market is. The B1 and B2 floors of shopping malls are becoming more and more lively, reflecting the changes in consumer consumption patterns, and providing more innovation opportunities for commercial real estate and merchants. In order to cater to the consumption concept of young groups, many well-known brands have actively "sunk" to B1 and B2 levels to adjust their brand strategies; Many young creative brands are also willing to hold interesting activities here to attract new consumer goods. The "two-way rush" of consumers and businesses has added vitality to the economy.

It is worth noting that as the passenger flow of B1 and B2 floors of the mall continues to be hot, the rent is expected to rise and it is difficult to find a shop. How to create a better consumption experience and create more consumption hotspots will test the ability and level of shopping malls and brands.

The consumption of young people plays a leading and exemplary role. The shopping malls still need to continue to innovate, optimize the supply of goods and services, adjust the spatial layout, and better turn the popularity into "reserve". For example, shopping malls can change the traditional space layout, improve the connectivity of major areas, and use open and bright space design to enhance consumers' sense of experience.

In the final analysis, the floor where customers flow is just a change of location. What consumers really need is more interesting and cost-effective goods, as well as better and more thoughtful service experience. Only by meeting this part of demand, whether the shopping mall or the brand side, can we win sustainable development.

(Source: Economic Daily Author: Qu Xiaodong, China Economic Network)