◎孫宇青

As e-commerce continues to gain momentum in China, traditional shopping centers have been trying to encourage shoppers back to their physical stores.

隨著電子商務在中國行情看俏,傳統購物商場一直試圖吸引民眾重回實體商店購物。

One reaction has been to turn malls into playgrounds, attracting children and their families as a ’day out’ location that offers an experience. Malls have seen a rapid increase in tenants that offer services and products for children.

購物商場的做法之一,就是將自身打造成遊樂場,藉著變身為「一日遊」的場所,來吸引有小孩的家庭上門。已有愈來愈多店家提供專為兒童設計的服務或產品。

Such tenants are particularly attractive because they can bring entire families to spend hours or even a full day at the property, participating in activities with kids while also spending at the food and beverage offerings and – who knows – maybe even picking up a few articles of clothing.

採取上述做法的店家之所以特別受到歡迎,是因為一家人可以在店裡待上幾個小時,甚至一整天,一邊吃吃喝喝,一邊和小孩共同參與活動,搞不好還會順便買幾件衣服。

For example, a future mixed-use project in Changsha is expecting an actual theme park next to the typical retail mall, including a roller coaster.

例如,湖南省長沙市未來將開發一項綜合用途建案,計畫在一座傳統零售商場隔壁,建造一座附設雲霄飛車的主題樂園。

With online shopping becomes a trend, shopping centers are being redefined. At present, malls are tapping into the younger generations to revive their interests of window shopping, and this trend towards an ’experience’ is only set to continue.

當網路購物成為潮流,購物中心的定義也被重新改寫。如今,商場紛紛開發年輕世代客群,試圖重新喚起他們逛街血拚的興趣,這個注重「親身體驗」的趨勢將會持續下去。

新聞辭典

tenant:名詞,房客;承租人。例句:The landlord asked the tenant to move before Wednesday.(房東要求房客在週三前搬走。)

roller Coaster:名詞,雲霄飛車。例句:He loved roller coaster so much that he rode it three times in a row. (他超愛雲霄飛車,還一連玩了3次。)

tap into:動詞片語,了解;挖掘。例句:This is the field I have never tapped into. (這是我不曾了解的領域。)

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