中国购物中心产业因疫情干扰与电商迁移而走弱，正透过以儿童为核心、面向 Generation Alpha（出生于 2010-2024）的重新定位而复苏。上海约有 20 年历史、13 层楼的 Super Brand Mall，在 Covid 后期曾有约 1/3 店面空置，但在 2023 年翻新后重新恢复大量客流，并进入当地「最佳商场」排行。这一策略反映了家庭支出重心的转移：孩子愈来愈决定家庭去哪些地方、停留多久，以及在线下买什么。
各大城市的营运方都在增加儿童导向体验，以提升停留时间与转化率：广州 Grandview Mall 扩展到表演与动物类 attractions，长春 New World Living Mall 在 2022 年后完成家庭向升级而上升，成都 Tianfu Garden City 采用巡游式 programming。已报告的结果很强：Super Brand Mall 自 2023 年以来在假期到访与销售都出现双位数年增；武汉 Qingshan InCity 在 2022 年针对 preteen 的改造后，到访量上升超过 2x；北京 ID Mall 在 2020 年重启后，到访激增 10x；上海 Zhoupu Greenland Being Fun Plaza 去年营收增长接近 60%。
尽管人口下滑，需求端依然强劲：约 2/5 的中国父母表示家庭支出中分配给孩子的比例显著提高，儿童相关消费每年超过 $800 billion，且可达家庭支出的 1/2。同时，出生人口在 2025 年降至 7.9 million，为至少自 1949 年以来最低，带来长期风险：儿童减少可能限制儿童导向商场模式的成长上限。不过短期内，人均儿童支出仍然稳健，并受 1980 后消费导向父母与独生子女政策时代「6-on-1」家庭结构强化；交易案例包括单次活动费最高 500 yuan ($72)，以及逛商场时追加购买如 500-yuan 服饰与 300-yuan 鞋子。
China’s mall sector, weakened by pandemic disruptions and e-commerce migration, is being revived through child-centered repositioning aimed at Generation Alpha (born 2010-2024). Shanghai’s 13-story Super Brand Mall, about 20 years old, had roughly 1/3 vacant storefronts during the late Covid period, but after a 2023 renovation it regained heavy foot traffic and moved onto local “best mall” rankings. The strategy reflects a family spending shift in which children increasingly determine where households go, how long they stay, and what they buy offline.
Operators across major cities are adding kid-focused experiences to increase dwell time and conversion: Guangzhou’s Grandview Mall expanded into shows and animal attractions, Changchun’s New World Living Mall rose after 2022 family upgrades, and Chengdu’s Tianfu Garden City adopted parade-style programming. Reported outcomes are strong: holiday visits and sales at Super Brand Mall have posted double-digit annual growth since 2023; Wuhan’s Qingshan InCity saw visits rise by more than 2x after a 2022 preteen-focused revamp; Beijing’s ID Mall recorded a 10x visit surge after its 2020 relaunch; and Shanghai’s Zhoupu Greenland Being Fun Plaza was tracking nearly 60% revenue growth last year.
The demand side is powerful despite demographic decline: about 2/5 of Chinese parents say the share of family spending allocated to children has significantly increased, kid-related consumption exceeds $800 billion annually, and it can reach up to 1/2 of household spending. At the same time, births fell to 7.9 million in 2025, the lowest since at least 1949, creating a long-term risk that fewer children could cap growth for kid-centric mall models. Near term, however, high per-child spending remains robust, reinforced by post-1980 consumer-minded parents and a “6-on-1” family dynamic from the one-child-policy era; transaction examples include activity fees up to 500 yuan ($72) each plus incremental purchases such as 500-yuan apparel and 300-yuan shoes during mall visits.