S’pore developers are part of global scramble to invest, manage and design new retail malls sweeping Asia
THERE’S nothing like a new shopping mall to give a new buzz and sense of purpose to one’s weekend. Last weekend, hundreds of thousands of Singaporeans flocked to Vivocity to check out the biggest mall - over one million square feet - in the city.
However, if you think that it’s a uniquely Singapore phenomenon, think again. It’s a scene that will be played out over and over again in Asia in the next few years, as mall fever sweeps through this region.
With an upcoming six million sq ft plus of retail space to be built in Singapore and close to 11 million sq ft of retail space planned in Jakarta over the next two to four years; the world’s biggest mall (currently anyway) being built in Dubai, and hundreds more to open in China each year; not to mention malls being planned in India, Korea and even Japan, there’s no halting the retail train that’s chugging full steam ahead in most Asian countries.
What’s uniquely Singapore, however, is the role that it will play in the next wave of Asia’s malls. Major players like CapitaLand are already investing in 30 malls in China and 50 malls in India in the next few years, while DP Architects has won high-profile bids to design iconic malls like the 12 million sq ft Dubai Mall - does this mean that the Asian mall phenomenon is going to have the Singapore stamp on it?
The lessons learnt from developing Singapore’s malls are definitely being applied in projects in other countries, says architect Tai Lee Siang, a director at DP Architects, a firm which has made its name as a specialist in malls. ‘We pride ourselves, for example, for designing Singapore’s first atrium mall - People’s Park Complex, in the late 60s and 70s - the mother of atrium style shopping centres,’ he says.
This was the model throughout the 80s, until a breakthrough in the 90s, says Mr Tai, with the development of Bugis Junction which revived interest in the street shopping concept, departing from the inward-looking shoebox model.
‘That was a new typology for shopping centres,’ he notes. And a model that is being adopted for the Dubai Mall, for example, which is an expansion of the street and precinct concept. ‘The Dubai Mall is so huge that it needs to establish sub-themes, with different products like high fashion, or IT or jewellery clustered together.’
And from the incorporation of streets into a sprawling mall system, DP has now moved on to another new typology - that of building upwards, which is the design for the upcoming Far East Organisation’s Orchard Central. ‘Given that Singapore is so dense, this looks like the next model. And this can be adopted in other Asian cities which share similar ground constraints and high land cost.’
Besides architects bringing Singapore models of malls overseas, foreign developers do come specially to Singapore to check out our malls here, to get ideas about design, management and retail products.
The software
If the ‘hardware’ - design and building know-how - of Singapore’s malls is being exported, then there’s also ’software’ of mall management - which is the expertise that CapitaLand is bringing to the regional market.
‘We weren’t a big player four, five years ago, but when we created the CapitaMall real estate investment trust, we found that we could have a certain value proposition to offer our investors, shoppers and tenants,’ says Pua Seck Guan, CEO of CapitaLand Retail Limited.
The value proposition is the combination of the company’s capital management and retail management skills. ‘These are the key ingredients which are important to the growth of a mall business,’ he stresses. ‘A mall requires huge capital, and then there’s the need to know how to manage it once you’ve invested millions - from operations to marketing and so on.’
>From owning just a few malls in 2001 to 16 in Singapore, CapitaLand realised that it had a competency that could be exported overseas, says Mr Pua. CapitaLand’s Asian portfolio now has over 50 malls encompassing more than 23 million sq ft of retail space, which makes it one of the largest retail players in Asia. Its total asset value is over US$8 billion in Singapore, China, India, Malaysia and Japan. To criticisms about the homogeneity of some of its malls, Mr Pua points out that a mall manager’s job is to bring a shopping concept to the door of the resident. ‘A mall provides service to the local community and residents, so we bring something like Cafe Cartel, for example, and grow it in all our malls.’
And given their partnerships with Singapore-grown brands like BreadTalk, Charles and Keith, Old Chang Kee and Bee Cheng Hiang, CapitaLand sees itself as providing the avenue for these brands to grow in China and India. ‘Given our position, we can bring Singapore brands overseas, and also bring in more Indian and Chinese brands to the local market; from India to China and vice versa. That’s our value-add - this cross-fertilisation of brands across Asia,’ says Mr Pua. Some 10 to 20 per cent of its tenants in China are currently Singapore brands.
A growing pie
Singapore mall designers, owners and managers aren’t the only ones chasing Asia’s mall boom however. The high potential of growth in Asia has attracted the US’s largest mall player, Taubman Centres Inc, which could potentially build a mall a year in Asia. It entered the fray two years ago, and the first Taubman Mall is slated to open in Songdo, Korea, in 2009.
Taubman’s Asia president Morgan Parker is quick to point out that Taubman’s business is different from CapitaLand’s. ‘Fundamentally, we have different businesses, but we share the same space,’ he notes. ‘And we’re looking at different markets in Asia.’
Taubman is eyeing markets like Korea and even Japan now, while keeping a long-term view on China. Mr Parker explains the financial rationale for this cautious approach to China: ‘There’s no clear financial return on the mall business at the moment. The current returns are 6 to 8 per cent of cash-on-cash return. Which means that if you build a mall for $100, the income for the first year is $6-$8.’
Using that matrix to calculate financial returns means it’s not attractive enough for Taubman to go into China now, points out Mr Parker. There are examples of success, like CapitaLand’s Raffles City in Shanghai, he concedes. ‘But it’s a messy market with a lot of local and inexperienced developers, on the whole,’ he adds, while the Korean and Japanese markets are more ‘rational’ with lower levels of supply and higher pent-up demand.
Part of the push for Taubman to come to Asia was because of its investors - ‘there’s a lot of institutional capital looking to invest in real estate’ - and also its US and European retail customers, most of which are the major labels keen to expand their presence in Asia. ‘We’re considered a pioneer in the industry, having developed 80 million sq ft of retail space in the States,’ says Mr Parker.
Founded in 1950, Taubman is listed on the New York Stock Exchange as a real estate investment trust. It currently owns 22 malls covering 25 million sq ft in the US - malls like the Beverly Center in Los Angeles, Shorthills Mall in New Jersey, Millenia in Orlando, Cherry Creek in Denver, and The Pier in Atlantic City.
‘We have the most successful portfolio in America. But we realised two years ago that we wanted to supplement that. The macroeconomic story in Asia is attractive, with Japan, Korea, China and India making up four of the world’s top economies. And they have a young demographic and increasing levels of expenditure,’ he adds.
In Singapore, Taubman Asia was to set up a top-end mall in Marina Bay for the resort proposed by Keppel Land and Harrah’s Entertainment, which failed to win the bid.
And if you think Singapore is already overrun by malls - with the recent opening of the one million sq ft Vivocity - investors like Taubman says not so. ‘Singapore is a market we like a lot,’ says Mr Parker. ‘First, there’s a regulated supply of commercial real estate, which is exactly the opposite of China. And this gives investors confidence to invest millions to build an expensive mall.’
Singapore has a great shopping culture as well, he continues, while having a low retail floor space per capita at 15 sq ft per person. In the US, it’s 35 sq ft per person. Which makes Singapore undersupplied with retail. ‘All the top retailers are already here as well, so the challenge is to have them expand in the market,’ he says.
A new industry
What the various industry players agree on is that the retail industry - centred on the mall - is a new, emerging industry in Asia. ‘There’s no downturn in sight - not by any imagination,’ says Simon Dickie, regional director for retail at Jones Lang LaSalle in Indonesia, who adds that going to the mall is a lifestyle thing in Asia where services like food and beverage play a much more prominent role. The upcoming Grand Indonesia in Jakarta, for example, will have 35 per cent of its space dedicated to F&B, when the usual share is about 10 to 15 per cent.
‘The shopping mall industry is a dynamic business with different opportunities all the time,’ says DP Architects’ Mr Tai.
Mr Parker points out: ‘About 40,000 people attend an international shopping conference in the US, while only some 1,000 attended the International Council of Shopping Centres meeting held here recently. So the industry as we know it is just emerging, and companies like ours want to help that grow.’
‘The mall scene has changed dramatically over the past five years,’ points out Yannick Kennel, general manager of FootFall Asia, which tracks pedestrian traffic.
‘Mall operators have added more dimensions: entertainment, meeting/social places, new eating experiences and new retail concepts, thanks to the increase in new mall construction around Asia which upped the competition,’ he says.
This development is very beneficial to the shoppers, as they are provided with intriguing forward-thinking new architecture design, new concept stores, new lifestyle brands, more entertainment activities, overall creating malls as a destination by itself.
It’s not even a question of where you can find a better retail experience - in Asia, the US or Europe. ‘It’s interchangeable, with each learning from each other. In Asia, by virtue of having cities with huge populations and scarce land, it means we have more mixed use projects. We take it for granted, but it’s quite a new concept in the US which is taking root,’ says Mr Parker.
But for now, Singapore is ahead of the game in Asia, believes Mr Kennel. ‘Maybe not in pure square foot terms but definitely in their very professional and long-term approach to mall management. And Singapore maintains its reputation for being a shopper’s destination by offering renewed concepts and professionally managed properties.’
Source : Business Times - 13 Oct 2006