Name: 消費力驚人！原來 Z 世代是這樣振興美國購物中心的！ (How Gen Z Is Reviving U.S. Shopping Malls)
Uploaded: 2024-12-13T21:01:20.000Z
Duration: 9 min 21 s

I typically am an independent person, but I love going to the mall with someone.

我通常是一個獨立的人，但我喜歡和別人一起逛商場。

I love going to the Apple store and buying an iPad with a friend, or I love going to Abercrombie and getting a camouflage sweatshirt with a friend.

我喜歡和朋友一起去蘋果專賣店買 iPad，或者和朋友一起去 Abercrombie 買迷彩運動衫。

Despite a number of closures, U.S. malls are making a comeback due in part to a surge in younger shoppers.

儘管關閉了許多商場，但美國商場正在捲土重來，部分原因是年輕購物者激增。

Nearly 60 percent of shoppers ages 18 to 34 say they shop at the mall often or sometimes, compared with just 48 percent of 35 to 54-year-olds.

在 18 至 34 歲的購物者中，近 60% 的人表示他們經常或有時會在商場購物，而在 35 至 54 歲的購物者中，這一比例僅為 48%。

Members of Gen Z born between 1997 and 2012 are spending money in physical stores at a similar rate to their grandparents.

1997 年至 2012 年出生的 Z 世代成員在實體店的消費率與他們的祖父母相仿。

What retailers have learned is that the store can be used not just for traditional shopping.

零售商們已經認識到，商店不僅可以用於傳統購物。

It can be used as a mechanism to fulfill online orders and vice versa.

它可以作為完成在線訂單的機制，反之亦然。

It's actually more convenient for me to just go to the store, try on the item.

對我來說，去商店試穿商品其實更方便。

If it doesn't fit, I could just return it right then and there, you know, instead of having to go to UPS, send it back, waiting another five to seven business days.

如果不合適，我可以當場退貨，而不用去 UPS 寄回去，再等上五到七個工作日。

Malls are also pivoting from traditional department stores to providing an array of entertainment options and leisure activities.

購物中心也從傳統的百貨商店轉向提供一系列娛樂選擇和休閒活動。

Over the past decade, Macy's has closed more than a third of its stores.

過去十年間，梅西百貨關閉了三分之一以上的門店。

Born into a digital world and known for working, shopping and dating online, Gen Zers spend on average six or more hours on their phones daily.

Z 世代出生在一個數字世界，以在網上工作、購物和約會而聞名，他們平均每天花在手機上的時間達到或超過 6 小時。

One of the other funny things about Gen Z is that they're so social media savvy that they love to post about experiences they have, including shopping.

Z 世代的另一個有趣之處在於，他們精通社交媒體，喜歡發佈自己的經歷，包括購物經歷。

One of the reasons why they're going to malls is because they want to have the bags they can show off on TikTok of the haul they had from the mall.

他們去購物中心的原因之一是，他們想擁有可以在 TikTok 上炫耀的購物袋。

And if they shop online, they have a bunch of cardboard boxes rather than branded bags.

如果他們在網上購物，就會有一堆紙箱，而不是品牌包裝袋。

The U.S. is home to an estimated 1,226 malls, 7 percent less than 2017.

據估計，美國共有 1226 家購物中心，比 2017 年減少了 7%。

So can younger shoppers help save the traditional brick and mortar mall?

那麼，年輕購物者能否拯救傳統的實體商場呢？

CNBC went to Freehold Raceway Mall in New Jersey to find out.

CNBC 前往新澤西州的 Freehold Raceway Mall 一探究竟。

Lindsay Hyams is a 23-year-old from Marlborough, New Jersey.

林賽-海姆斯（Lindsay Hyams）現年 23 歲，來自新澤西州馬爾伯勒。

I typically like to shop online first because I like to get the experience of looking through a whole entire catalog, a whole entire website.

我通常喜歡先在網上購物，因為我喜歡瀏覽整個目錄和整個網站。

My favorite app is called Blocker, so I can actually collect all the items that I want on an app and then go into a store like Aritzia, Zara, Apricombie, American Eagle, and I can go in and I can actually shop all of my photos or all of my collections.

我最喜歡的應用程序叫 Blocker，這樣我就可以在應用程序上收集我想要的所有物品，然後進入 Aritzia、Zara、Apricombie、American Eagle 等商店，進去後我就可以實際購買我的所有照片或所有收藏。

Freehold Raceway is one of over two dozen New Jersey malls with over 200 stores and restaurants.

Freehold Raceway 是新澤西州二十多個購物中心之一，擁有 200 多家商店和餐館。

When you come to the mall, what's your typical day like?

當您來到購物中心時，您通常是怎樣度過一天的？

I always stop at Starbucks because I definitely need some caffeine, a breakfast sandwich.

我總是在星巴克停留，因為我肯定需要一些咖啡因和早餐三明治。

I typically do like to shop in the morning or like right before the mall closes.

我通常喜歡在早上或商場關門前購物。

Gen Z-ers like Hyams say they like to shop in person because it allows them to touch and feel what they are buying and they avoid shipping charges.

像 Hyams 這樣的 Z 世代說，他們喜歡親自購物，因為這可以讓他們觸摸和感受所買的東西，還可以避免運費。

There are about 69 million members of Gen Z.

They make up about 20 percent of the U.S. population.

The group has a spending power of about $150 billion.

該集團的消費能力約為 1 500 億美元。

Do you ever buy online and then pick up at the mall?

您是否曾經在網上購物，然後到商場取貨？

Yes, I love doing that for Zara for two reasons.

是的，我喜歡為 Zara 這樣做，原因有兩個。

Two, it comes really fast, so it's here in one to two days.

第二，它來得非常快，一到兩天就到了。

And then also if it doesn't fit, I can just return it.

Some of the top shopping destinations for Gen Z include department stores like Macy's, Bloomingdale's and J.C.

Z 世代最喜歡去的購物場所包括梅西百貨、布魯明戴爾百貨和 J.C. 等百貨公司。

Penny, luxury retailers like Gucci and Ralph Lauren, and specialty retailers like Express, Abercrombie and Apple.

Penny、Gucci 和 Ralph Lauren 等奢侈品零售商，以及 Express、Abercrombie 和 Apple 等專業零售商。

In addition to speed, shopping in-store comes with other perks.

除了速度，店內購物還有其他好處。

I've heard from some people that have researched Gen Z that some of it's also instant gratification and looking for a quicker way to get what you need.

我聽一些研究過 Z 世代的人說，Z 世代的一些特點也是急功近利，希望以更快的方式獲得自己需要的東西。

I'd rather just drive the 25 minutes and go pick up the sweatshirt or I'd rather go pick up the pair of jeans.

我寧願開 25 分鐘的車去買運動衫，或者去買牛仔褲。

And it's an activity they can do with their peers.

這也是他們可以與同伴一起進行的活動。

Sixty percent of Gen Z respondents say they visit malls to socialize or meet friends.

60% 的 Z 世代受訪者表示，他們逛商場是為了社交或結識朋友。

So many of the Gen Z shoppers I spoke to said there's something about the mall and its simplicity that brings back a lot of nostalgia.

與我交談過的許多 Z 世代購物者都說，購物中心及其簡約的風格能勾起他們的許多懷舊情結。

The touching and feeling items, the walking around, the sights, the smells.

觸摸和感受物品，四處走動，觀賞美景，聞聞氣味。

Well, my cousin's coming home for college and our first trip is going to Short Hills.

我表弟要回家上大學了，我們的第一次旅行是去 Short Hills。

We're going to get lunch at Bloomingdale's.

So for us, it's a place that we actually can create experiences at.

是以，對我們來說，這是一個真正可以創造體驗的地方。

After living through two major economic crises, the Great Recession and the pandemic, Gen Z is budget conscious and prefers discount retailers like TJ Maxx and Target, dollar stores like Dollar General and fast fashion retailers like Zara.

在經歷了大衰退和大流行病兩大經濟危機之後，Z 世代有了預算意識，他們更喜歡 TJ Maxx 和 Target 等折扣零售商、Dollar General 等一元店以及 Zara 等快時尚零售商。

The group also frequents thrift stores and Facebook Marketplace.

他們還經常光顧舊貨店和 Facebook Marketplace。

But they can also be heavily influenced by what they see online, with 85 percent of respondents from one survey saying social media has an impact on their purchasing decisions.

在一項調查中，85% 的受訪者表示社交媒體會影響他們的購買決策。

Abercrombie & Fitch, a staple of 90s fashion known for dimly lit stores and controversial marketing tactics, has seen a turnaround in part by leaning into that online experience.

Abercrombie & Fitch 是 90 年代時尚界的中流砥柱，以昏暗的店面和頗具爭議的營銷策略而聞名。

The company includes its namesake chain and Hollister.

該公司包括以其名字命名的連鎖店和 Hollister。

You know, the kids still like to come to the mall.

你知道，孩子們還是喜歡來逛商場。

So even though they may start their purchase online or on their phone, they do complete it a lot of times in the mall.

是以，儘管他們可能會在網上或手機上開始購物，但很多時候還是會在商場裡完成。

有時他們會在社交網站上找到我們。

They'll click into our apps or they'll click into the mobile web and start looking around.

他們會點擊進入我們的應用程序，或者點擊進入移動網絡，然後開始四處查看。

They'll save a basket and then they'll come into the store and say, OK, I have these four or five products I want to check out.

他們會保存一個購物籃，然後到店裡說："好的，我有四五種產品想看看。

In-person sales are a bigger business for Hollister, which caters to Gen Z.

對於迎合 Z 世代的 Hollister 來說，面對面銷售是一項更大的業務。

Digital sales of the Abercrombie brand make up 60 percent of revenue in fiscal year 2023, compared with 30 percent at the Hollister brand.

2023 財年，Abercrombie 品牌的數字銷售額佔收入的 60%，而 Hollister 品牌的數字銷售額佔收入的 30%。

The company said teen customers prefer to visit in-store.

該公司表示，青少年顧客更喜歡在店內購物。

Shares of Abercrombie & Fitch are up about 75 percent this year, well above the S&P 500.

今年，Abercrombie & Fitch 的股價上漲了約 75%，遠高於標準普爾 500 指數。

What we want to do, what we try to do is that whenever they lift their head up from the phone, you know, I have teens, they're always staring down at the phone.

我們想做的是，我們努力做的是，每當他們從手機上抬起頭時，你知道，我有十幾歲的孩子，他們總是低頭盯著手機。

Whenever they lift up, we want it to be a seamless move into that store.

無論他們何時抬起貨架，我們都希望他們能順利地進入商店。

So when you think about the photography that we see online, we want to bring that into the stores.

是以，當你想到我們在網上看到的攝影作品時，我們希望把它們帶進商店。

我們希望把這一理念帶進商店。

We want those stores to be light and bright and easy to navigate.

我們希望這些商店光線明亮，易於瀏覽。

The top clothing brands for Gen Z include Nike, American Eagle and Lululemon.

Z 世代最青睞的服裝品牌包括耐克、American Eagle 和 Lululemon。

For decades, mall culture was a dominant part of life for American teens.

幾十年來，商場文化一直是美國青少年生活的主流。

Cult classic films like Fast Times at Ridgemont High, Mall Rats and Clueless epitomized the meet-and-hangout culture of that era.

Fast Times at Ridgemont High》、《Mall Rats》和《Clueless》等經典影片是那個時代聚會文化的縮影。

Are you suffering from buyer's remorse or something?

Malls were also a place for teens to get a job.

商場也是青少年找工作的地方。

Teen employment in the 1970s, 80s and 90s was almost double what it has been in recent years.

20 世紀 70、80 和 90 年代的青少年就業率幾乎是近年來的兩倍。

Today, almost half of Gen Z teens said the place where they can be found almost constantly is online.

如今，近一半的 Z 世代青少年表示，他們幾乎經常能找到的地方就是網絡。

Over half of U.S. teenagers say they spend at least four hours a day on social media.

超過半數的美國青少年表示，他們每天在社交媒體上花費至少四個小時。

About a third of Gen Z respondents reported poor mental health in a recent survey, compared with just 14 percent of Gen Xers and 7 percent of baby boomers.

在最近的一項調查中，約有三分之一的 Z 世代受訪者表示心理健康狀況不佳，而 X 世代和嬰兒潮一代分別只有 14% 和 7%。

Shopping for some of them might be an opportunity to go into a store, have a real-life experience.

對他們中的一些人來說，購物可能是一個走進商店、體驗真實生活的機會。

Many Gen Zers consider the mall a third space that isn't work or home.

許多 Z 世代認為，商場是工作和家庭之外的第三空間。

Gen Z is becoming an important audience for malls and for retailers.

Z 世代正在成為商場和零售商的重要閱聽人。

These teens and 20-somethings are starting to make money.

這些十幾二十歲的年輕人開始賺錢了。

They're getting jobs or graduating from college and they're entering their career years.

他們正在找工作或從大學畢業，進入職業生涯。

To try to attract Gen Z shoppers, Simon Property Group, the nation's biggest mall owner with about 195 U.S. malls and shopping centers, recently launched an ad titled Meet Me at the Mall on Netflix, TikTok and Instagram.

為了吸引 Z 世代購物者，在美國擁有約 195 家商場和購物中心的最大商場所有者西蒙地產集團最近在 Netflix、TikTok 和 Instagram 上推出了一個名為 "商場見"（Meet Me at the Mall）的廣告。

The ad, heavy on 80s nostalgia, depicted young adults dancing and roller-skating at the mall.

這則廣告充滿了 80 年代的懷舊氣息，描繪了年輕人在商場裡跳舞和滑旱冰的場景。

Other mall owners are leaning into experience and entertainment venues like Dave & Buster's.

其他購物中心的業主也在向 Dave & Buster's 等體驗和娛樂場所傾斜。

Clearly what you've seen is a move towards more experiential offerings, food and beverage, hospitality, etc.

很明顯，你們看到的是向更多的體驗式產品、餐飲、接待等方面發展的趨勢。

That shift is happening as big anchor stores like Macy's, Lord & Taylor, JCPenney and Sears have downsized or disappeared from malls entirely.

隨著梅西百貨、Lord & Taylor、JCPenney 和西爾斯百貨等大型主力店縮小規模或完全從購物中心消失，這種轉變正在發生。

One of the biggest changes coming to U.S. malls in the coming years is that Macy's is closing so many of its stores across the country.

未來幾年，美國購物中心最大的變化之一就是梅西百貨公司將關閉其在全國各地的眾多門店。

And that's a huge footprint in a lot of these malls.

這在很多購物中心都是一個巨大的足跡。

For mall owners, that could be an opportunity to replace that space with a store or an experience that will appeal to a younger shopper.

對於商場業主來說，這可能是一個機會，可以用吸引年輕購物者的商店或體驗來取代這些空間。