The International Council of Shopping Centers, Inc. (ICSC), organizer of RECon Asia 2010, had begun the countdown to its fifth annual regional convention and exhibition at Beijing International Hotel and Convention Center November 7-9.

The program starts on November 7 with management training sessions RECon Academy followed by an evening welcoming reception. Beijing Vice-Mayor Cheng Hong will formally open the RECon Asia 2010 conference and exhibition November 8. The two-day exhibition and conference brings together global retailers, consultants, global and regional developers, architects and solutions providers to focus on industry trends and prospects.

Previously known as ICSC Asia Expo, the annual exhibition and convention was renamed RECon Asia to align with ICSC's "RECON" brand known in North America, Latin America and the Middle East.

The RECon Academy on November 7 offers two comprehensive half-day sessions for mall operators on shopping center management and leasing. "Owners and investors have long called for quality on-the-job education programs to build up mall management talent as China's inventory of international caliber retail centers keeps growing," explained ICSC Asia Pacific Director Tan Guan Heng.

The workshop covers the gamut, from improving cost efficiencies to establishing the perfect retail mix. "We're offering really practical and locally adaptable tools that top mall managers have honed over the years," Mr Tan said.

CONVENTION FOCUS ON CHINA GROWTH

"Naturally, a lot of discussion will focus on China, our host market," Mr Tan said. At the conference, developers and retailers will focus on expansion opportunities in China's first-, second- and third-tier markets, and consider strategies to capitalize on them.  In some cases, delegates will get to hear government representatives on economic plans being mapped in Chengdu, home to the fast emerging Qingyang District, and in the historic city of Xian.

And on the "Retail Runway" top global retailers such as Cotton On, Desigual (Spain), List Fashion Group (Italy), Sacoor Brothers (Portugal), Parfois (Portugal) and Vivienne Westwood will give presentations on their latest concepts in branding and marketing innovation.

EXHIBITION GLITTER

There will be also be plenty of flash provided by some of the region's most prominent developers showcasing mall projects, each tailored to capture China's and Asia's huge growth potential.  The list includes Aeon Mall, Ayala Land, Beijing Hualian Group, CapitaMalls Asia, DLF, Sands Retail Asia and Yangguang.