Wednesday, 27 September 2023

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星耀樟宜成热门打卡景点 无助零售商提升销售额

自星耀樟宜机场去年4月开张以来,已经在短时间内打造成为新加坡的热门打卡地点之一,利用绿化与花园的概念打造,甚至盖了全世界最大的室内瀑布,让樟宜机场一时间成为旅客必去经典。

总理李显龙曾表示,星耀樟宜的设立有助于提升樟宜机场的声誉与竞争力,并且吸引游客的到来。樟宜机场集团(CAG)称在开张6个月以来,星耀樟宜就创下了逾五千万人次的游客,即指每日接待高达30万包括本地与国际旅客。

零售商称旅客多数为景点而来,并没有提升购物欲

但果真如此吗?根据《海峡时报》报道,自星耀樟宜开张后9个月,虽然已有超过280间商铺,但部分业者表示销售额开始出现下滑的迹象。

17家零售商中高达8家认为他们难以达到预期销售目标,其中一名零售经理更表示,在过去三个月中都未能达到所预期的销售目标。

“一般而言,12月为学校长假,生意都会有所提升,但其销售目标仍不及预期销售结果,许多人就是来这里吃饭看瀑布,而不是真正购物。”

该名经理也表示,其他分店的生意都比在星耀樟宜的销售目标来得更好,至少表现好过星耀樟宜的五成。

此外,除了一二楼的零售商家生意普通,位于底层的零售商家的客流量比一二楼的还要少。

其员工向《海峡时报》透露,由于商场相当大,分布较多,很多都想要花时间去逛景点,所以最后他们只能在剩余的一点点时间来逛商铺,意味着,他们只能走马看花。

还有部分有名咸蛋零食商家如Irvins,虽然都能吸引外国顾客如中国、印尼和泰国特地前来购买,但也因季节而生意转淡,只能等待例如他们的学校放假期间,销售额才会有提升,其他时间则比较冷清。

员工也透露除了12月学校假期的销售额达标外,其他月份均不达标如10月至11月的销售额仍然是下降了三成。

部分商家持乐观态度

然而,虽然有商家抱怨销售额无法提升,但也有部分则持有乐观态度,例如本土时尚品牌In Good Company则认为,在过去几个月中见证了客流量的增加并对2020年保持乐观的态度。

此外,他们也与冰淇淋店Birds of Paradise合作设立冰淇淋精品店,在星耀樟宜开卖,并且创造良好的成绩,而且也不断吸引来自国内外的粉丝前往。

比较起乌节路的两家分店相比,In Good Company在星耀樟宜的成绩反而翻倍,并不如其他零售商差。

当然得到改善的不仅仅是上述商店,去年7月,星耀樟宜位于五楼的星空花园,因销售额及人力问题进行营业时间调整,现时为早上9点至凌晨1点(周五、周六与公共假期),以及早上10点至午夜12点(周日至周四)。

对此,零售商表示,他们上个月在和员工讨论时,也发现营业时间进行调整后,有出现生意回升的迹象,较短的工时有助于改善员工福利与人力管理。

以往他们都是每天早上9点至凌晨3点。

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