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Cityhandelns konkurrens från externhandel och e-handel

Hall, Richard LU and André, Martin LU (2018) VFTM01 20181
Real Estate Science
Abstract
Traditionally, city commerce has always had a strong foothold in Swedish cities. However, in recent years the city commerce has experienced a weaker growth in comparison with external shopping and e-commerce. While the external shopping sector is experiencing competition from its own sector and e-commerce and struggles with an over-supply of malls it’s still a tough competitor to city commerce. Despite its problems, the growth in the external shopping sector has led to an increased amount of malls and retail parks being built. E-commerce have seen a strong increase in its sales and is expected to affect all physical commerce in the near future. Durable goods which is the city commerce biggest branch according to revenue have in recent... (More)
Traditionally, city commerce has always had a strong foothold in Swedish cities. However, in recent years the city commerce has experienced a weaker growth in comparison with external shopping and e-commerce. While the external shopping sector is experiencing competition from its own sector and e-commerce and struggles with an over-supply of malls it’s still a tough competitor to city commerce. Despite its problems, the growth in the external shopping sector has led to an increased amount of malls and retail parks being built. E-commerce have seen a strong increase in its sales and is expected to affect all physical commerce in the near future. Durable goods which is the city commerce biggest branch according to revenue have in recent years had a declining trend. This while the branch commercial service has improved its revenue in most city centers. The demand for commercial services has increased which has resulted in a clear changeover from durable goods to commercial services in most Swedish cities. The purpose of this master thesis is to examine how city commerce is affected by external shopping, e-commerce and commercial service. Furthermore, we investigate what the success factors are for an attractive city commerce. Also, this essay examines if there’s any economical initiative for real estate owners to invest in their own city to improve the city shopping. In order to answer how external shopping, e-commerce and commercial service affects durable goods a regression analysis is used with the revenue for durable goods as the explaining variable. Our hypothesis is that external shopping and e-commerce will have a negative impact on the revenue of durable goods but that the effect of commercial service could be both positive and negative. The effect could be positive due to spillover effects or it could be negative due to the fact that commercial service is growing at the expense of durable goods. Furthermore, the essay consists of an interview study with real estate owners whom own store premises and associations for retail. One real estate owner and one association for retail was interviewed per city, making it a total of four cities. The cities investigated is Helsingborg, Landskrona, Malmö and Ängelholm. Malmö and Ängelholm has had a positive development in its city commerce while Helsingborg and Landskrona has seen a reduction in city commerce. The aim of the interviews is to examine what the strategies and arrangements are that improves the city commerce and if real estate owners should invest in its cities. The conclusion of this report is that the external shopping has a negative effect on durable goods in city centers but that its effect varies depending on the size of the municipality and if the external shopping is additional or competing. E-commerce is believed to have a negative effect but as we lack data about e-commerce regional revenue we can’t make any conclusion for sure. Therefore, it’s not possible to reject the hypothesis that e-commerce has a positive effect on durable goods. Though the theory presented in this article suggest that there is a negative effect. Commercial service proved to have a positive effect on durable goods. One interesting observation is that commercial service have a strong correlation with the population of a city. Therefore, there is probably a spillover effect, when people travel to city centers to use different kinds of commercial services they see the opportunity to shop durable goods as well. The hypothesis that the growth in commercial services occur at the expense of durable goods was unable to answer. To answer that that hypothesis further studies are required, including studying change in the number of store units. The conclusion from the interview study is that in order for a city to have a successful city commerce the city needs to have a good mixture of stores, a good cooperation between real estate owners, centralization of the city commerce, accessibility for cars and parking spaces and retailers who are willing to provide extra service for their customers. The study also showed that it is profitable for a real estate owner to invest in the city. In the cities where investments have been made there was an increase in city commerce revenue. (Less)
Abstract (Swedish)
Sammanfattning Handeln har traditionell sett haft sitt fäste i stadskärnorna men har sedan 1990-talet haft en svag utveckling i jämförelse med externhandeln och e-handeln. Externhandeln är förvisso pressad av konkurrensen från andra handelsplatser men är fortfarande en tuff konkurrent till cityhandeln. Trots detta har externhandeln expanderat de senaste åren och numera finns det köpcentrum och handelsplatser i de flesta större kommuner. E-handeln har ökat kraftigt i omsättning de senaste åren och tar marknadsandelar från både cityhandeln och externhandeln. E-handeln utgör en förhållandevis liten del av all handel men med bakgrund av den snabba digitaliseringen så förväntas effekterna bli tydligare inom bara några år. Sällanköpshandeln som... (More)
Sammanfattning Handeln har traditionell sett haft sitt fäste i stadskärnorna men har sedan 1990-talet haft en svag utveckling i jämförelse med externhandeln och e-handeln. Externhandeln är förvisso pressad av konkurrensen från andra handelsplatser men är fortfarande en tuff konkurrent till cityhandeln. Trots detta har externhandeln expanderat de senaste åren och numera finns det köpcentrum och handelsplatser i de flesta större kommuner. E-handeln har ökat kraftigt i omsättning de senaste åren och tar marknadsandelar från både cityhandeln och externhandeln. E-handeln utgör en förhållandevis liten del av all handel men med bakgrund av den snabba digitaliseringen så förväntas effekterna bli tydligare inom bara några år. Sällanköpshandeln som är den största branschen i stadskärnan har haft en svag utveckling de senaste åren medan kommersiell service haft en stark utveckling. Det märks att det skett ett skifte från sällanköpshandeln till mer restaurang och service i stadskärnan och att efterfrågan på sådana tjänster har ökat. Detta examensarbete syftar till att undersöka hur cityhandeln har påverkats av externhandeln, ehandeln och branschen kommersiell service. Vidare undersöks vilka framgångsfaktorerna är för en attraktiv cityhandel. Studien syftar även till att utreda vilka typer av åtgärder och investeringar som en fastighetsägare kan vidta för att förbättra och utveckla handeln i stadskärnan. Hypotesen är att externhandeln och e-handeln har en negativ inverkan på sällanköpshandeln men att branschen kommersiell service påverkan är oviss. Kommersiell service kan påverka sällanköpshandeln positivt på grund av en överspillningseffekt mellan branscherna eller negativt på grund av att det sker ett skifte där kommersiell service växer på sällanköpshandelns bekostnad. Hypotesen prövas genom en regressionsanalys som undersöker hur dessa faktorer påverkat cityhandeln med sällanköpshandeln i stadskärnan som den förklarande variabeln. Vidare undersöks vilka framgångsfaktorerna är för en fungerande cityhandel genom en intervjustudie med fyra fastighetsägare och fyra intresseorganisationer för handel i fyra städer i Skåne. En fastighetsägare och en intresseförening per stad. De undersökta städerna är Helsingborg, Landskrona, Malmö och Ängelholm. Malmö och Ängelholm har haft en bra utveckling för cityhandeln de senaste åren medan Helsingborg och Landskrona har haft en svagare utveckling. Intervjuerna genomförs för att undersöka vilka strategier och åtgärder som förbättrar handeln i stadskärnan och om det finns ekonomiska initiativ för en fastighetsägare att investera i sin egen stad. Slutsatsen är att externhandeln har en negativ inverkan på sällanköpshandeln i stadskärnan men att effektens styrka varierar beroende på kommunens storlek och om externhandeln är kompletterande eller konkurrerande. E-handeln har troligtvis en negativ effekt men det går inte att dra den slutsatsen med säkerhet utifrån datamaterialet. Det går alltså inte att förkasta hypotesen att e-handeln har en positiv effekt på sällanköpshandeln även om teorin talar för att den har en negativ effekt. Kommersiell service visar sig ha en positiv effekt på sällanköpshandeln. Intressant är att kommersiell service har en stark korrelation med befolkningen. Den positiva effekten beror därför troligtvis på överspillningseffekter mellan branscherna. När fler besöker stadskärnan för att nyttja den kommersiella servicen passar de på att handla sällanköpsvaror. Hypotesen att skiftet till kommersiell service sker på sällanköpshandelns bekostnad gick inte att besvara utan det krävs vidare studier. Det gick alltså inte att förkasta hypotesen att skiftet till kommersiell service har en negativ inverkan. En sådan studie kräver troligtvis att man också undersöker förändringen i antalet butiksenheter. Enligt denna studie är framgångsfaktorerna för en fungerande cityhandel följande; ett bra butiksutbud, samarbete mellan fastighetsägarna, centralisering av handeln, bra tillgänglighet och parkeringsmöjligheter och extra service ifrån handlarna. Det visade sig också att det är lönsamt för fastighetsägare att göra investering i staden för att förbättra handeln. I de städer där investeringar gjorts har handeln haft en positiv utveckling. (Less)
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author
Hall, Richard LU and André, Martin LU
supervisor
organization
alternative title
City shopping and its competition from external shopping and e-commerce
course
VFTM01 20181
year
type
H3 - Professional qualifications (4 Years - )
subject
keywords
Fastighet, cityhandel, externhandel, e-handel, kommersiell service
other publication id
ISRN/LUTVDG/TVLM/18/5413 SE
language
Swedish
id
8948074
date added to LUP
2018-06-12 10:26:14
date last changed
2018-06-12 10:26:14
@misc{8948074,
  abstract     = {Traditionally, city commerce has always had a strong foothold in Swedish cities. However, in recent years the city commerce has experienced a weaker growth in comparison with external shopping and e-commerce. While the external shopping sector is experiencing competition from its own sector and e-commerce and struggles with an over-supply of malls it’s still a tough competitor to city commerce. Despite its problems, the growth in the external shopping sector has led to an increased amount of malls and retail parks being built. E-commerce have seen a strong increase in its sales and is expected to affect all physical commerce in the near future. Durable goods which is the city commerce biggest branch according to revenue have in recent years had a declining trend. This while the branch commercial service has improved its revenue in most city centers. The demand for commercial services has increased which has resulted in a clear changeover from durable goods to commercial services in most Swedish cities. The purpose of this master thesis is to examine how city commerce is affected by external shopping, e-commerce and commercial service. Furthermore, we investigate what the success factors are for an attractive city commerce. Also, this essay examines if there’s any economical initiative for real estate owners to invest in their own city to improve the city shopping. In order to answer how external shopping, e-commerce and commercial service affects durable goods a regression analysis is used with the revenue for durable goods as the explaining variable. Our hypothesis is that external shopping and e-commerce will have a negative impact on the revenue of durable goods but that the effect of commercial service could be both positive and negative. The effect could be positive due to spillover effects or it could be negative due to the fact that commercial service is growing at the expense of durable goods. Furthermore, the essay consists of an interview study with real estate owners whom own store premises and associations for retail. One real estate owner and one association for retail was interviewed per city, making it a total of four cities. The cities investigated is Helsingborg, Landskrona, Malmö and Ängelholm. Malmö and Ängelholm has had a positive development in its city commerce while Helsingborg and Landskrona has seen a reduction in city commerce. The aim of the interviews is to examine what the strategies and arrangements are that improves the city commerce and if real estate owners should invest in its cities. The conclusion of this report is that the external shopping has a negative effect on durable goods in city centers but that its effect varies depending on the size of the municipality and if the external shopping is additional or competing. E-commerce is believed to have a negative effect but as we lack data about e-commerce regional revenue we can’t make any conclusion for sure. Therefore, it’s not possible to reject the hypothesis that e-commerce has a positive effect on durable goods. Though the theory presented in this article suggest that there is a negative effect. Commercial service proved to have a positive effect on durable goods. One interesting observation is that commercial service have a strong correlation with the population of a city. Therefore, there is probably a spillover effect, when people travel to city centers to use different kinds of commercial services they see the opportunity to shop durable goods as well. The hypothesis that the growth in commercial services occur at the expense of durable goods was unable to answer. To answer that that hypothesis further studies are required, including studying change in the number of store units. The conclusion from the interview study is that in order for a city to have a successful city commerce the city needs to have a good mixture of stores, a good cooperation between real estate owners, centralization of the city commerce, accessibility for cars and parking spaces and retailers who are willing to provide extra service for their customers. The study also showed that it is profitable for a real estate owner to invest in the city. In the cities where investments have been made there was an increase in city commerce revenue.},
  author       = {Hall, Richard and André, Martin},
  keyword      = {Fastighet,cityhandel,externhandel,e-handel,kommersiell service},
  language     = {swe},
  note         = {Student Paper},
  title        = {Cityhandelns konkurrens från externhandel och e-handel},
  year         = {2018},
}