西安购物中心品牌大换血谁被挤出商场？

强晓群 2026-07-24 13:20

强晓群 2026/07/24 13:20

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本次内容梳理了2026年二季度西安26家重点购物中心的品牌调改核心信息，二季度西安重点购物中心共发生891起品牌开关店行为，开关店比回落至0.87，超六成调改量来自TOP10头部项目，核心干货信息如下：

1. 业态调整核心变化：零售是调改核心，目前高端女装、设计师品牌、潮流运动品牌、带服务体验的美妆品牌、潮流数码、新能源汽车是商场的核心引入方向，纯货架式无体验的美妆品牌大量关店被挤出。

2. 餐饮端也在发生明显变化，小店型、低客单价、健康定位的休闲餐饮、平价火锅、大众化日料更受商场欢迎，高客单价的大店被大量调整，普通消费者逛商场会接触到更多平价、体验好的新品牌，能更好满足日常休闲消费需求。

本文呈现了西安购物中心渠道的招商偏好与最新消费趋势，能够为品牌商调整发展策略提供参考，核心干货如下：

1. 渠道布局方向：不同定位的购物中心招商差异明显，高端项目偏好承租能力强、客群清晰的高端设计师品牌，核心流量项目偏好年轻向、自带社交传播属性的品牌，区域型项目偏好热门平价品类，品牌商可根据自身定位匹配对应渠道。

2. 产品与模式调整方向：当前市场更偏好体验化、轻量化、低客单价、高周转的模式，纯零售无体验的品牌生存空间持续收缩，品牌需要增加体验属性提升竞争力。

3. 消费趋势方面，当前需求转向日常化、健康化、平价化，不管是服装还是餐饮都呈现这一趋势，品牌可顺着该方向调整产品研发与定价策略。

从西安二季度购物中心的调改数据中，卖家可以挖掘线下渠道的发展机会与风险，核心干货如下：

1. 线下渠道机会：当前商场对体验型、轻量化的品牌需求旺盛，零售端带服务体验的美妆、潮流数码、新能源汽车、高端设计师女装、潮流运动品牌更容易拿到优质点位；餐饮端小店型、单品高周转、低客单价、健康定位的休闲餐饮、平价火锅、大众化日料更受商场欢迎，拓展难度更低。

2. 风险提示：纯货架式的线下门店、高客单价重投入的大店，不管是美妆还是餐饮，当前都面临坪效承压的问题，被商场调整挤出的风险很高，新入场卖家需要避开这类赛道。

3. 可借鉴经验：头部商场的调整逻辑显示，自带IP属性、社交传播属性的品牌更受青睐，卖家可以针对性强化自身品牌的社交属性，适配商场调改需求。

从西安购物中心的品牌调改趋势中，工厂可以把握终端需求变化，挖掘新的商业机会，核心启示如下：

1. 产品生产设计方向：终端市场当前更偏好符合日常化、健康化、平价定位的产品，比如运动户外品牌从专业场景转向日常穿搭，餐饮普遍主打低脂低糖，火锅、日料都从高端宴请转向平价日常，工厂开发产品时需要贴合这类大众日常消费需求调整设计方向。

2. 商业机会方面：体验型品牌、轻量化快迭代品牌正在快速拓店，潮流数码、新能源汽车、潮玩IP、美妆体验店、小店型餐饮都在大量开店，对应上游供应链可对接这类品牌，获得更多稳定订单机会；擅长标准化生产的工厂更适配新品牌的需求，竞争优势更明显。

3. 如果工厂布局自有品牌线下渠道，可以顺着商场调改方向，主打体验化、社交化定位，更容易获得商场的优质点位。

本文呈现了当前西安购物中心行业的发展趋势，以及商场和品牌的核心痛点，能够为商业服务商提供方向参考，核心干货如下：

1. 行业发展趋势：当前线下商业正处于主动调整升级的周期，头部商场分化加速，零售和餐饮品牌的迭代速度明显加快，体验型业态持续扩张，整个行业对专业配套服务的需求在持续上升，市场空间较大。

2. 客户核心痛点：传统纯零售品牌普遍面临坪效走低的问题，商场需要调整品类结构提升整体坪效，大量传统品牌被挤出市场，新品牌需要快速拓展点位适配商场的调改需求，行业调整过程中衍生出大量服务需求。

3. 服务商可布局的方向：可以针对商场调改提供品牌组合规划、客流运营服务，针对品牌提供体验化门店设计、社交传播运营服务，针对轻量化快迭代的餐饮品牌，提供快速装修、标准化供应链配套服务，把握行业调整带来的增量机会。

本文梳理了西安头部购物中心的调改经验，以及品牌和消费端对线下商业平台的最新需求，可供线下购物中心平台参考，核心干货如下：

1. 招商与运营调整方向：不同定位的项目可针对性调整招商策略，核心流量型项目可在流量入口楼层引入年轻向、IP化、高复购的品牌，放大天生的流量优势；高端定位项目可打造主题化精品场景，吸引目的性客流，提升整体坪效和品牌溢价；区域型项目可补充热门平价品类，完善消费层级，维持项目整体客流量。

2. 品类调整方向：可优先引入承租能力强、自带流量的体验型品牌，比如潮流数码、新能源汽车，替换坪效持续走低的纯零售传统柜台，餐饮区域可多引入小店型、高周转的轻模式品牌，填充边角铺位，提升整体坪效。

3. 风险规避方面：当前餐饮行业竞争白热化，品牌淘汰速度快，招商时需要优先筛选模型符合轻量化、高周转要求的品牌，降低后续频繁调改的成本。

本文基于西安2026年二季度购物中心的开关店监测数据，呈现了当前线下零售商业的最新产业动向，可供产业研究者参考，核心内容如下：

1. 产业最新动向：当前线下商业正处于主动调整、扩容升级的周期，品牌调改高度向头部项目集中，头部项目分化加速，定位清晰的头部项目通过去杂提纯强化自身核心定位，区域型项目通过补充热门品类维持客流；零售端出现明显结构性洗牌，传统品类退出留出的空间被体验型业态填补，体验型业态已经成为线下商场差异化竞争的核心筹码。

2. 商业模式新变化：线下品牌普遍从传统纯卖货模式转向“体验+卖货”的新模式，餐饮品牌流行“小店、单品、高周转”的轻模式，全品类都呈现出从高端定位转向日常平价消费的趋势，这些都是当下线下商业出现的新商业模式特征。

3. 本文提供了区域线下商业调改的完整样本，可供研究者进一步研究线下商业受线上冲击后的升级路径、不同定位项目的差异化发展逻辑等问题。

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声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

This article summarizes core brand adjustment data from 26 key shopping malls in Xi'an for Q2 2026. In the quarter, these malls recorded 891 brand entries and exits, with the entry-exit ratio falling to 0.87, and over 60% of all adjustments came from the top 10 leading malls. Key takeaways are as follows:

1. Core format adjustment trend: Retail remains the core of all adjustments. Malls are currently prioritizing引入 high-end women's wear, designer brands, street sportswear brands, experience-focused beauty brands, consumer tech gadgets, and new energy vehicle displays. Pure shelf-based, experience-free beauty brands are seeing widespread closures and being phased out.

2. Significant shifts are also underway in food & beverage: Malls now favor small-format, low average spend, health-focused casual dining, affordable hot pot and mass-market Japanese cuisine. Large-format venues with high price points are being widely replaced. For everyday shoppers, this means access to more affordable, experience-driven new brands that better meet the demand for casual daily consumption.

This article outlines the latest leasing preferences and consumer trends across Xi'an's shopping mall channel to help brands adjust their growth strategies. Key insights are as follows:

1. Channel positioning matching: Leasing preferences vary sharply by mall tier. High-end malls prioritize premium designer brands with strong rental capacity and clear customer positioning, while core high-traffic malls favor youth-focused brands with built-in social media appeal, and regional malls lean heavily into popular affordable categories. Brands can match their own positioning to the corresponding mall tier for expansion.

2. Product and model adjustments: The market now favors experience-focused, lightweight, low average price, high-turnover business models. The market space for pure-play retail brands without experiential elements continues to shrink, so brands need to add experiential components to boost competitiveness.

3. Consumer trend alignment: Demand has shifted toward daily, health-focused, affordable consumption across both apparel and food & beverage. Brands can adjust product development and pricing strategies to align with this shift.

Sellers can identify opportunities and risks in offline brick-and-mortar channels from Xi'an's Q2 brand adjustment data. Key takeaways are as follows:

1. Offline expansion opportunities: Malls currently have strong demand for experience-focused, lightweight brands. On the retail side, experience-focused beauty, consumer tech gadgets, new energy vehicles, high-end designer women's wear and street sportswear brands have easier access to premium mall spaces. On the food & beverage side, small-format, high-turnover, low average price, health-focused casual dining, affordable hot pot and mass-market Japanese cuisine are preferred by malls, with lower barriers to expansion.

2. Risk warnings: Pure shelf-based offline stores and large-format venues with high price points and heavy capital commitments face weak per-square-meter sales performance whether they sell beauty or food, and carry a high risk of being phased out by malls. New entrants should avoid these segments.

3. Actionable takeaway: Leading malls' adjustment logic shows that brands with built-in IP and social media appeal are prioritized. Sellers can proactively strengthen their brand's social attributes to align with malls' adjustment needs.

Factories can identify shifts in end-consumer demand and uncover new business opportunities from Xi'an's brand adjustment trends. Key insights are as follows:

1. Product design and development direction: The end market now favors daily-use, health-focused, affordably priced products. For example, sportswear brands are shifting focus from professional use to everyday wear, most dining concepts now highlight low-fat, low-sugar recipes, and both hot pot and Japanese cuisine have pivoted from high-end entertaining to affordable daily consumption. Factories should adjust product development to align with mass daily consumption demand.

2. New business opportunities: Experience-focused and lightweight fast-iteration brands are expanding rapidly, with strong growth in new store openings for consumer tech, new energy vehicles, IP-themed blind box toys, experience beauty studios and small-format dining. Upstream factories can partner with these growing brands to secure more stable order volumes. Factories specialized in standardized production are particularly well-positioned to meet the needs of these new brands, giving them a clear competitive advantage.

3. For factories launching their own branded offline channels, building the brand around an experiential, social-focused positioning aligned with malls' adjustment priorities makes it far easier to secure premium retail spaces.

This article outlines current development trends in Xi'an's shopping mall industry and the core pain points of malls and brands, to guide commercial service providers. Key insights are as follows:

1. Industry trend overview: Offline retail is currently in an active cycle of adjustment and upgrading, with accelerating divergence among leading malls, faster brand iteration in both retail and food & beverage, and continuous expansion of experiential formats. This has driven sustained growth in demand for professional supporting services, creating considerable market opportunity.

2. Core customer pain points: Traditional pure-play retail brands are broadly facing declining per-square-meter sales, while malls need to adjust their category mix to boost overall mall-level productivity. Widespread exit of traditional brands and the need for new brands to rapidly expand spaces to meet malls' adjustment needs have created large unmet demand for third-party services amid the industry reshuffle.

3. High-potential service areas: Providers can develop brand portfolio planning and foot traffic operation services for malls adjusting their mix; offer experiential store design and social media operation services for brands; and provide fast store build-out and standardized supply chain support for lightweight fast-iteration food & beverage brands, to capture incremental growth from the industry's restructuring.

This article summarizes adjustment lessons from Xi'an's leading shopping malls and outlines the latest demands from brands and consumers for offline retail platforms, offering insights for offline mall operators. Key takeaways are as follows:

1. Targeted leasing and operating adjustments: Malls of different positioning should adjust their leasing strategies accordingly. Core high-traffic malls can allocate prime entrance floor space to youth-focused, IP-driven, high-repeat-purchase brands to maximize their natural traffic advantage. High-end malls can build themed curated spaces to attract purpose-driven visitors and boost overall per-square-meter productivity and brand premium. Regional malls can add popular affordable categories to enrich their price tiers and maintain overall foot traffic.

2. Category adjustment priorities: Malls should prioritize adding experiential brands with strong rental capacity and built-in organic traffic, such as consumer tech and new energy vehicle displays, to replace traditional pure-retail counters with persistently low productivity. For food courts, add more small-format, high-turnover light-concept brands to fill in marginal retail spaces and lift overall mall productivity.

3. Risk mitigation: The food & beverage industry is currently experiencing cutthroat competition and rapid brand turnover. When leasing new brands, prioritize concepts that fit the lightweight, high-turnover operating model to reduce costs from frequent future adjustments.

Based on entry-exit monitoring data from Xi'an's shopping malls in Q2 2026, this article outlines the latest industry trends in offline retail, offering insights for industry researchers. Key content is as follows:

1. Latest industry dynamics: Offline retail is currently in a cycle of proactive adjustment, expansion and upgrading, with brand adjustment activity heavily concentrated in leading projects. Leading malls are seeing accelerating divergence: clearly positioned leading malls are curating their tenant mix to strengthen their core positioning, while regional malls add popular categories to maintain foot traffic. Clear structural reshuffling is underway in retail, with experiential formats filling the space left by exiting traditional categories, and experiential formats have become the core differentiator for offline malls competing against one another.

2. New business model trends: Offline brands are broadly shifting from the traditional pure product-selling model to a new "experience + sales" hybrid model. Food & beverage brands are increasingly adopting the light model of "small format, core SKU focus, high turnover", and across all categories we see a broad shift from high-end positioning to affordable daily consumption—these are defining new features of business models in today's offline retail sector.

3. This study provides a complete case study of regional offline retail adjustment, which can support further research into topics including how offline retail upgrades after being disrupted by e-commerce, and the differentiated development logic for malls of different positioning.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

来源 · 赢商网（ID：winshang）

作者 · 强晓群

赢商大数据监测显示，二季度西安重点购物中心共发生891起品牌开关店行为，其中新开414家、新关477家，整体开关店比从一季度的1.34回落至0.87。

从业态结构来看，零售以435起开关店占总量近五成，仍是调改的绝对核心；餐饮310起紧随其后，内部正经历剧烈的“轻量化”转型；生活服务、儿童亲子、文体娱等体验业态合计146起，保持稳健优化。

从项目分布来看，TOP10头部项目贡献了超六成的开关店总量，西安赛格国际购物中心以173起遥遥领先，占全市总量近两成。

说明：

1、本次监测样本为西安26家重点商业项目，品牌开关店数据统计周期为2026年5月2日—2026年6月6日。

2、文中 “新开品牌” 包含处于围挡装修阶段的品牌信息，数据基于公开渠道及现场市调整理，可能存在遗漏或更新不及时的情况，仅供行业参考。

3、如有补充或更正，欢迎留言交流。

01.

零售：

谁在被挤出商场？

零售业态435起开关店中，服装238起、时尚生活196起，两大细分赛道并非同步扩张，而是在经历一场剧烈的此消彼长。

服装业态正在发生明显的“两端分化”。新开主力集中在高端女装和设计师品牌——万象城本季度集中引入了PINKO、self-portrait、Diane von Furstenberg、IRO等国际精品女装，这些品牌承租能力强、客群画像清晰，正好契合万象城“精品化”的调整方向。

另一类是潮流运动品牌，赛格新开了FILA和adidas，老城根Gpark引进了patagonia和Oneup，运动户外品类正在从专业运动场走向日常穿搭场景。

时尚生活赛道内部的“挤出效应”更值得关注。美妆护理本季度关店数量远大于开店。赛格B2层一口气关闭了林清轩、植物医生、芭芭多、完美日记四家店；大明宫万达的欧莱雅专柜、王府井Discovery的希思黎也相继撤出。

这些闭店背后有共同逻辑——纯零售货架模式的美妆柜台，在线上渠道和直播带货的挤压下，坪效持续走低。

与之形成对比的是，本季度新开的妍丽、薇诺娜、启然肌肤管理中心都带有明显的“服务+体验”属性。

以启然为例，品牌在门店内设置了皮肤检测和护理体验区，消费者进店不只是“买个面霜”，而是完成一次轻量级的皮肤管理服务。这种模式延长了顾客停留时间、提升了客单价，也给商场提供了一个调整美妆品类的方向——从“卖货柜台”变成“体验空间”。

潮流数码和新能源汽车则成为商场一楼的新宠。小鹏汽车本季度在王府井Discovery新开一店，又在量子晨再落一子；荣耀进驻西咸万象城；华为智能生活馆落户老城根Gpark。这类品牌承租能力强、展示效果好、自带话题流量——对商场而言，它们是比传统服装品牌更理想的“门面担当”。

02.

餐饮：

休闲餐饮成调改主力

餐饮业态310起开关店中，休闲餐饮以131起成为第一大细分赛道，其中表现最抢眼的当属主打Gelato意式冰淇淋的野人先生和主打手工现制酸奶的顾二叔手作酸奶——前者本季度在西安连开5店，后者连开4店。

两个品牌模式极其相似：20-30平米的档口、15-25元的客单价、低脂低糖的健康概念、手工现制的出品方式。这种“小店、单品、高周转”的模型，正是当下西安商场餐饮招商最偏好的类型——投资轻、适应性强、坪效高，能有效填充B1、B2层和餐饮层的边角铺位。

火锅品类同样在经历结构分化。熊喵来了火锅在西安高新万达和大明宫万达各开一店，这个来自沈阳的火锅品牌主打“平价自助+川式锅底”，客单价控制在60-80元，正好踩中了“消费降级但体验升级”的市场需求。

而湊湊火锅则关闭了高新万达店——同样是火锅，客单价120元以上的湊湊在当下的市场环境中明显承压。

一开一关之间，“火锅”这个品类正在从“宴请型消费”向“日常型消费”转型，客单价更亲民、模式更轻量的品牌正在取代重体验、高投入的火锅大店。

异国风情餐饮中，日式料理表现活跃——赛格新开了牛new寿喜烧和寿司郎，中大国际THE CITY新开了匠和风精致料理，华阳城购物中心新开了滨寿司。

这些品牌有一个共同特征：客单价集中在80-120元区间，采用标准化出餐流程，翻台效率高于传统日料店。日料赛道正在告别“高端Omakase”的叙事，转向更大众化的“日常用餐”场景。

03.

项目调改：

头部玩家分化

二季度调改高度向西安头部项目集中，TOP10项目贡献了超六成的开关店总量。

西安赛格国际购物中心

本季度调改动作最密集的项目。173起开关店覆盖了几乎所有楼层和业态，其中，B2层的改造尤为典型。

本季度，宝可梦官方卡牌道馆、fuggler潮玩、WOOD BUDDY、MORE THAN不止文创公园等IP主题店集中入驻，同期落位的还有1807、PSO Brand、New Jnxs等潮流服饰集合店。

B2层是赛格连接地铁的核心入口，客流量最大但客单价最低，过去以配饰、小百货和快餐为主，品牌能级并不高。二季度新进品牌的共同特征是面向年轻客群、IP属性强、自带社交传播属性——卡牌、潮玩、国潮服饰单笔消费虽然不高，但复购率和话题性远超传统零售。

观察这批新品牌的组合方式，赛格此番调整，或许正是要打破B2层原有的传统零售逻辑，用高频消费和社交传播来放大这一层天生的流量优势。

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F1层是本季度变化最为集中的区域。PINKO、RALPH LAUREN、Jimmy Choo、self-portrait、Diane von Furstenberg、IRO、MARELLA等一批国际精品女装及设计师品牌集中入驻，同期落位的还有HUNTER、Rockfish Weatherwear等风格鲜明的鞋履品牌。消费者在万象城一楼买完一条self-portrait的连衣裙，可以顺脚走进Rockfish挑一双风格匹配的鞋。

这种跨品类的搭配逻辑，指向一个清晰的方向：F1层正在形成一个以“国际设计师女装+风格化鞋履”为核心的精品消费场景。

同期，F1层的餐饮配套也在同步更新。去茶山、瑭所分别以茶饮和烘焙甜品的形态落位，这两个品牌都有更强的“打卡”属性和社交传播力。

当一个楼层集合了设计师女装、风格鞋履和话题性茶饮，它吸引的就不再是“路过顺便买一件”的随机客流，而是“专程来逛”的目的性客群——这对商场一层的坪效和品牌溢价能力都是正向影响。

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本季的调改集中在 F3层。2025年，这个楼层刚以“食客未央”为主题完成餐饮区系统性改造。二季度，F3层迎来新一轮品牌调整——关店12家、新开15家。

关闭的12个品牌中，西贝莜面村、黄记煌三汁焖锅两家正餐大店在列，此外阿三生煎、肆零捌面皮吧、擀匠铁锅焖面等中式简餐，以及龙记山城汤圆、佟源记炸肉等休闲小食也同步撤出。

新开的15个品牌方向鲜明。火锅是补强重点——熊喵来了火锅、辣么涮小火锅、万萬子茶壶小火锅集中进驻，从川式到自助、从大锅到小锅，覆盖了火锅的多个细分形态。中式简餐同步升级，天边砂锅焖面、荆九爷爆炒桥头三嫩、擂饭等品牌入驻。茶饮咖啡和休闲小食进一步丰富了轻消费选择，瑞幸咖啡、库迪咖啡、脸红秦田田、富马爷巧克力派集中落位。

整体来看，F3层的餐饮结构从过去以正餐和简餐为主，变为“正餐+简餐+茶饮+小食”的多层次组合。

总结来看，2026年第二季度，西安商业市场的调改呈现出几个鲜明特征：

■ 头部商场分化加速。赛格、万象城等头部项目通过“去杂提纯”强化核心定位，区域型购物中心则通过补充热门品类维持客流。

■ 餐饮仍是流量引擎，但竞争白热化。烘焙甜品、饮品、中式简餐三大品类开店最多，但关店同样频繁，品牌淘汰速度在加快。

■ 零售品牌结构性调整。女装、美妆护理等传统品类正在经历洗牌，而潮流数码、黄金珠宝等品类正在成为商场调改的重点引入方向。

■ 体验型业态持续扩张。从新能源汽车到瑜伽馆，从网咖电玩到DIY手工，体验型业态正在填补传统零售留下的空间，成为商场差异化竞争的关键筹码。

整体来看，西安商业市场正处于主动调整、扩容升级的周期，品牌开关店的动态博弈仍在继续。

注：文/强晓群，文章来源：赢商网(公众号ID：winshang)，本文为作者独立观点，不代表亿邦动力立场。

文章来源：赢商网