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SM China carving niche to compete with online

Philippine mall developer and retailer SM says it is succeeding in China by creating destinations with offers which cannot be replicated online.

SM China currently has properties in eight cities – Xiamen, Jinjiang, Chengdu, Suzhou, Chongqing, Zibo, Tianjin and Yangzhou – with a combined area of 950,000 sqm.

“By positioning ourselves to target the mid-level market, SM maximizes the consumption capability of the core force – the middle class,” explains SM China operations assistant VP Ronald Allan Brosas.

“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.”

Brosas says SM China believes it can win the fight with China’s surging online shopping industry by offering goods and experiences which cannot be purchased 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,” Brosas said in an interview.

SM China has collected a haul of 12 awards this year from a variety of organisations. The honours range from recognition of executive leadership to marketing and innovation, from the likes of the 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.

Brosas attributes SM China’s success to focused leadership and innovative operational models.

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