After bagging 12 awards from numerous groups within the year, SM, one of the biggest shopping mall handlers in the Asian region, has made its own mark in China. To date, SM has already invested in 8 different cities in China. These investments include shopping center projects in Xiamen, Jinjiang, Chengdu, Suzhou, Chongqing, Zibo, Tianjin and Yangzhou. Seven (7) of which are in operation and contributed 950.000 square meters to its total construction area.
The citations cut through various categories, from executive leadership to marketing and innovation. Separate awards were givaten by seven different groups comprising of China Shopping Center Development Association (China Mall), China Chain Store & Franchise Association (CCFA), Xiamen Commerce Bureau, The Commercial Space Art Alliance of China, International Council of Shopping Centers, Soupu.com, and Xiamen Press Media Group.
Despite its current economic slowdown, China remains aggressive in developing more shopping centers, occupying around 44% of the world’s newly developed shopping malls by April 2015. Currently, there are over 4,000 shopping malls, with SM is staying in the thick of competition by pulling at least 100,000 shoppers a day in its Xiamen outlet alone.
SM China Operations Assistant Vice President Ronald Allan Brosas attributes SM’s success to the company’s focused leadership and innovative operational models. Brosas claimed that SM’s record foot traffic of more than 500,000 was attained because of effective marketing promotions and activities.
“By positioning ourselves to target the mid-level market, SM maximizes the consumption capability of the core force – the middle class. This same positioning also makes us available to high-end customers, inviting to the general market and millennials, practically covering most of the different customer segments.”
To stay afloat amid the rising popularity of e-commerce over brick-and-mortar retail in China, SM ventured into putting up goods that cannot be bought and enjoyed online.
“We are increasing space for dining, healthcare, entertainment, and other experiential businesses. We will also add improved services for women, elderly, PWDs to enhance their shopping experience. An unforgettable experience for our shoppers is what we are driving at.”