ACG, actually an imported product, is a kind of culture. It is the general term for animation, comics, and games. ACG culture is a youth subculture originating from Japan. Due to the cute and interesting images in animation, comics, and games, it has become a war The latter gener

Games, animation, two-dimensional, metaverse...

The favorite of young people

What is ACG?

ACG+offline immersive experience+commercial

What is it?

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ACG development

ACG is actually an imported product and a culture. It is the general name of animation, comics and games. ACG culture is a youth subculture originating from Japan. Because of the cuteness in animation, comics and games Interesting images provide the post-war generation of Japanese teenagers with a way to release or escape from pressure, a way to express thoughts or feelings, and a way to resist mainstream culture. However, the term ACG was actually created in Taiwan, China and is popular in Chinese. cultural circle.

In our country, the development of ACG is growing day by day. The Chinese ACG market can be said to be booming, from the mobile game market, to new national comic series, to excellent original and adapted animated films.... After more than ten years of After years of ups and downs, it can now be said that it has developed to a gratifying level and is also leading the trend subtly. The labels of ACG are no longer "non-mainstream" and "marginal", but replaced by "youth-oriented" and "huge". "consumption potential", its main audience groups "post-90s" and "post-95s" are gradually maturing into the main force of society. With the growth of the younger generation, ACG culture has gradually become an indispensable mainstream cultural element in society, with huge development potential.

In February 2017, the Ministry of Culture issued the "Cultural Development and Reform Plan of the Ministry of Culture during the 13th Five-Year Plan": accelerating the development of new cultural industries such as animation, games, creative design, and Internet culture; supporting original animation creation, production and promotion, and cultivating national Animation creativity and branding continue to promote the formulation and promotion of mobile phone (mobile terminal) animation and other standards. Promote the construction of national animation industry comprehensive demonstration park .

In the development process of the ACG industry, taking animation as an example, 70%-80% of the consumer market for the development of the animation industry comes from animation derivatives. The huge audience size has brought a huge demand market for the development of China's animation industry. In terms of capital and Driven by the concept of IP licensing, some well-known animation IPs and offline immersive interactive entertainment gave birth to a new integration direction - ACG immersive interactive experience .

However, the popularity of these IPs is time-sensitive and is only suitable for pop-up marketing. It is difficult to operate in the long term offline. Therefore, a new round of upgrading and reform has been launched to extend and superimpose the full effects of stories, spaces, scenes, and interactions, aggravating the The social nature between players and the environment replaces the previous actor-led consumption of scenes and gives the initiative to players, such as script killings and secret rooms adapted from anime stories. However, these spaces are relatively limited, and many players express that they feel uncomfortable It is often unsatisfactory and cannot satisfy game players' interactivity with the story, thus compromising the player's sense of immersion. Then, it is inevitable that the ACG immersive interactive experience will be upgraded again!

ACG Immersive Commerce

Looking back, in the past ten years, the growth of offline commercial shopping venues has been in turmoil. From business formats falling into homogeneous competition to online traffic wars hurting physical retail, today’s malls have It is not just a mall, but has become a complex of overlapping experience, art, and creation of multiple imaginations. The industry no longer has a standard answer. Immersive experience itself is not a new topic for us, but when combined with business, especially the close integration of ACG content elements, it will become fresh enough, and this species is quickly being loved by the public.

ACG Will the birth of the immersive commercial complex usher in a new era in the immersive commercial field?

For the immersive commercial complex with ACG elements, our country is still in its infancy, but overseas, it has developed to a relatively mature stage.For example, in the United States, take Las Vegas "AREA15" as an example, a super ACG element immersive commercial retail and entertainment complex !

It is located near Interstate 15 in Las Vegas, USA. The overall area is expected to be 18,000 square meters. It opened on September 17, 2020, with an initial opening of approximately 3,700 square meters. Its target customers include gamers and science fiction enthusiasts. It also uses modern technologies such as VR, AR, MR, etc. to provide an immersive experience with an artistic atmosphere and a variety of breakthrough technologies.

AREA15 has a variety of specialty experiences, most of which are housed in a large charcoal-colored building. General admission is free during the day, charges start at 10pm on Fridays and Saturdays , which are 10pm respectively. US dollars and US$15, you read that right, this is an immersive commercial complex that requires tickets.

What is completely different from the cold exterior is the interior space. The hall is called the Spine and is illuminated by black light and neon lights. The "spine" is 24.4 meters wide, 91.4 meters long and 9.8 feet high. The supermarket, which occupies the space on the west side of the lobby, while the two east levels house different formats, has an interior entrance that includes a 3.65-foot-tall 360-degree projection-mapped skull.

Judging from the venue navigation map, immersive experience entertainment projects occupy the main space of AREA15, followed by catering and retail formats. There are many immersive spaces such as new media art interactive installations, immersive restaurants, bars, digital art galleries, immersive music festivals, cutting-edge technology exhibitions, and retail products such as food and beverages.

AREA15’s main space functional area occupies the main body: Omega Mart (Omega Mart)

Omega Mart - an unusual supermarket!

Those who like adventure games will not want to miss , a supermarket full of dramatic, immersive, interactive surreal , covering an area of ​​52,000 square feet (about 4831 square meters), including 250 unique project, gathering the designs and works of hundreds of artists.

Omega Mart looks like an ordinary supermarket, but when you open the secret passage, you will find a vast and magical space hidden inside.

Visitors must take risks to check out. Opening a "portal" is another world. Through various psychedelic intersections in the supermarket - such as opening freezers, shelves, and walls, visitors can enter a parallel dimension world. The interior is divided into four vast spaces and 60 additional unique scenes.

Unique immersive experience scene: a storyline guided by sound, images, interactive visuals and digital content. Every time a door is opened, there is an unknown world. Tourists may pass through an undersea tunnel, play an escape room, ride a slide in an amusement park, play games in an arcade, or solve mysteries in an alien spaceship. When they walk out of the tunnel, they see that Rows and rows of food can wake up players and bring tourists back to the real world. They are still visiting the supermarket.

Visitors can search for relevant goods according to the storyline, discover clues in rooms and terrains full of devices, or choose their own adventure route. It takes about 8 hours to complete the entire shopping adventure. In short, anything is possible here.

In addition to Omega Mart, you can experience hang gliding, free fall , zip lines and roller coaster mixed personal thrill rides above the atrium of AREA15, and at the corner bar Oddwood, a 25-foot-tall digital maple tree , 5,000 leaves covered with more than 50,000 individually programmed LED lights are eye-catching. Under the huge artificial Japanese maple tree, you can drink high-quality cocktails and various snacks; there are also rest areas that can simulate various environments called The volcanic canopy of the sanctuary, etc., each allows visitors to stroll around AREA15 in the immersive space atmosphere of ACG.

Area15 is described as a "completely reshaped world". Multiple immersive spaces bring visitors an experience beyond reality. It is a shopping mall! It's an amusement park! It’s still another world! Visitors can find like-minded friends here and pay for cool forms of consumption.

A preliminary study on domestic related issues

In August 2019, the State Council issued the "Opinions on Further Stimulating the Potential of Cultural and Tourism Consumption", encouraging "the development of based on 5G, ultra-high definition, augmented reality , virtual reality, artificial intelligence and other technologies. A new generation of immersive experiential culture and tourism consumption content ". Immediately afterwards, the State Council issued the "Opinions on Accelerating the Development of Circulation and Promoting Commercial Consumption", supporting "offline business entities to accelerate the transformation and upgrading of new concepts, new technologies, and new designs, and to become scenario-based, experiential, interactive, and comprehensive" Consumption place transformation ".

With the support and guidance of national policies, the emphasis on the cultural industry has continued to deepen, and the pace of immersive experience has also accelerated. During this period, ACG and commercial real estate were combined in a variety of business formats, giving rise to various business models such as themed temporary exhibitions, theme parks, and theme cafes. The ACG comprehensive commercial complex that can truly integrate and utilize the resources of multiple business formats will continue to grow. There are many, but "Xifanli" - Beijing's first ACG immersive interactive entertainment commercial complex, must be counted as one!

Xifanli, formerly known as Wudaokou Clothing Market , belongs to the Beijing urban renewal project. It is located in the Jinma Building on Xueqing Road, Haidian District, Beijing, with an area of ​​20,000 square meters. After three years of transformation, it was opened in February this year It launched a soft opening on the 17th and has transformed into a gathering place for young people to enjoy eating, drinking, and having fun. It covers core themes such as e-sports, animation, music, and food, and integrates customized IP and immersive experience spaces, becoming the first ACG in Beijing. Immersive commercial complex - BOM .

The entire shopping mall is a large-scale real-life scripted game. "BOM Xifanli" fully combines the immersive decryption game "Mirror of Dreams" with the shopping mall format. In order to adapt to the gameplay, a whole row of game background boards are set up on the first floor of the mall.

At the entrance to the mall, staff invite customers to participate in the script killing, provide identities and plots, and while you are immersed in eating, drinking and having fun, you can also participate in the script killing for free, find clues and interact with NPCs throughout the mall.

Customers can receive an identity card from a real NPC (non-player character, non-player character) at the entrance - a fantasy beast or an X-planet person. Different identities have different routes, and they can look for clues while walking around the mall.

The main game space on the first and second floors covers board games, script killing, e-sports halls, JK uniforms, Lolita style, as well as medieval clothing and jewelry stores. In addition, there are several coffees and milk teas. and trendy toy store.

In the "Dream Abyss" section on the second floor of the shopping mall, at a specific time every day, NPC actors will perform the finale of the two identities. In this process, viewers and players can participate in the interaction more deeply.

Xifanli has a total of 4 floors, covering fashionable toys, coffee and snacks, cat pavilion, fashionable clothing, e-sports and Internet celebrity catering. It can be seen from the overall layout that the main customer groups are fashionistas and gamers.

It is understood that during the one-month trial operation, more than 20,000 customers visited the site. The current store occupancy rate has reached 95%, but most merchants are still undergoing renovation and renovation. When only 50% of the stores are open, 90% of customers made secondary purchases. Even when basic facilities such as catering are still in the renovation period, 56.8% of customers think the mall experience is very good, and 39.5% think it is not bad.

Xifanli takes the business philosophy of establishing a new youth consumption center, stimulating and driving the development of new consumer brands and new consumer formats, and creating a "metaverse" offline consumer market. is created through the integration of ACG centralized consumption field and dimensional experiential commercial gathering place. combines immersive role-playing games, trend culture, AR games, game scenes, mechanisms, props, dress-up, competition and other elements through mobile applications and Smart tourism and other technologies are deeply integrated into the project's scenes, characteristic culture and business, tailor-made immersive real-life game business, bringing a new consumption form to Generation Z, bringing a new upgrade to traditional business, and bringing consumption and social interaction back to the line Down.

ACG The transformation of immersive commerce is advanced, but it is also inevitable . For the commercial center industry, the " involution of " caused by the stock era has brought pressure and competition. Therefore, creating high-quality business experience needs to be based on multiple dimensions. With rich and detailed scene innovation, the mall introduces an immersive experience block, but it needs to be original. It cannot be a simple copy of the same business format, and it must also match the commercial space where it is located.

Business immersive experience needs to be effectively integrated with consumer content . The brand connotation introduced needs to be content that the target customer group really loves, rather than a formal business combination. Timely understand the direction of the main consumption power inflow in the market and quickly implement it into operations. Only during adjustments can we create a truly experiential business, realize consumption upgrades, create income and achieve sustainable operations.

believes that in the future, there will be more immersive commercial complexes targeting consumer groups, not just ACG, with unlimited potential!

Picture source network Intrusion and deletion

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