Today, when the Internet and social media are highly developed, the only thing that remains unchanged is that it is changing all the time. Therefore, creating topics and maintaining freshness has become an indispensable part of physical business operations. Due to cost considerations, the overall style of the commercial space is unlikely to change frequently. Therefore, through the creation of small and characteristic commercial spaces, the original space can be strengthened and supplemented, enhanced freshness, and enhanced consumer stickiness.
01
Value and significance
0 The creation of a special space can enable the shopping center to form a diverse consumption scenario with distinctive themes and unique personalities as a whole or part, strengthen the interaction between the mall-merchant-customer, harmonize and deepen the relationship between the brand and the customer, and enhance the consumer experience of the customer.
Therefore, factors that need to be considered for the planning of special commercial spaces are -
01
Theme Planning
Theme Planning
Integrate the spirit of the venue, considering the overall positioning planning of the shopping center; business formats, shopping mall software and hardware can be planned in a unified manner;
02
Architectural Design
Comprehensive the unified layout of the building body, interior decoration, landscape, etc.; explore as much cultural resources behind the theme as possible to create a cultural experience.
03
refined operation
shopping centers need to be refined operation in brand investment, shopping mall operations and other links. For example, various activities are held from time to time based on the theme, such as movies as the theme, all planning activities should be centered on the movies, displaying props, selling movie affiliated goods, etc.
04
Humanized Services
Theme design will assume the attracting customers and provide targeted services according to the characteristics of the customer group, such as children's theme type, providing humanized guidance and help for various problems that may be encountered in parent-child activities, children's entertainment, shopping, catering, etc., and serving the customer group well.
05
external expression
comprehensively expresses thematic elements through architecture, landscape, mythology, environment, atmosphere, supporting facilities, commercial promotion and other aspects.
02
Theme Positioning
Theme Positioning is the foundation for laying the space of the characteristic industry. Theme positioning can innovatively create shopping malls through architectural forms, brand combinations, image shaping, value concepts, spatial atmosphere, etc., providing a foundation for the creation of characteristic spaces. The common positioning directions of
can be classified from the following levels -
01
business format level
women, children and other themes. Typical projects include Hisen Hide Garden in Hong Kong, the renovated Shanghai CITIC Pacific Plaza , etc.
02
visual level
Ocean, water, flowers, parks, culture, history and other themes. Typical projects include Beijing Qiaofufang grassland, Nanjing Pengxin Water Tour City, K11, etc.
03
spiritual needs level
love, parent-child, cultural and other themes, typical projects include Shanghai Joy City, Longhu Tianjie, etc.
03
Featured Block
In recent years, in order to pursue differentiation, shopping malls have conducted different explorations in various fields such as product introduction, business formats, theme marketing, promotion strategies, etc. The indoor theme block business formats with rich scenes and strong experience have received a lot of applause.
highlights the personalized and distinctive theme commercial districts entering major shopping centers and complexes. This is an inevitable result of the transformation of consumption concepts and consumption methods. This emerging commercial space not only absorbs the essence of traditional commercial districts, but also integrates a large number of innovative concepts and business forms, organically integrating leisure and commerce, becoming the main model for physical commerce to create characteristic commercial spaces.
The core elements of characteristic commercial blocks can be divided into three aspects: form, theme and investment operation, and the theme is the top priority . In a sense, the theme of an indoor neighborhood directly determines the soul of a neighborhood.
is divided by concepts. The themes can be divided into: folk theme, trendy theme, family parent-child theme, and other situational themes. has four categories of theme concepts. Generally, specific cultural situational symbols are used to evoke a sense of consciousness at the spiritual level.Some related theme block situations:
04
Amura creation
Amura creation according to different project needs, relevant suggestions for atmosphere creation give differentiated characteristics to the characteristic commercial space.
Take Taichung Zhongyou Department Store as an example. The reference target for the project is Ginza, Tokyo, Japan, Matsuya Department Store, which has a century-old history. In the 26 years since its establishment, Zhongyou Department Store has become the largest department store in Southeast Asia. It is one of the large department stores in Taichung, with a turnover of the second in Taiwan. Although it has a long history, its interior decoration and goods are never old-fashioned.
In terms of bathroom design, each floor and even each room have a different theme style, which enhances the customer experience while creating memory points.
Taiwan Zhongyou Department Store bathroom design
05
Brand investment
Brand investment should start from three aspects - investment, finding merchants, and manufacturers.
01
Investment
must strictly control the brand quality and accurately position it. simply put, it is to tailor the brand management system based on each project, accurately position and segment the market, and form differentiated competition with traditional business formats; to control the proportion of various brands according to each project, in principle, it is required that the first brand of each project account for 10%, cross-border experience business formats account for 15%, and innovative business formats account for 5%, but appropriate adjustments can be made according to the actual situation of the project.
02
Search for merchants
needs to take the initiative to find a specialized brand that adapts to the special space. is especially an emerging brand with strong expansion demand in a certain city.
03
Manufacturer
needs to follow the introduction and integration of the special business formats of the theme space. Typical cases of include "Yuyoutang" in family and parent-child entertainment and cultural activity venues, "Da Luko" in comprehensive sports chain venues, and " Zhongshuge " in cross-border bookstores.
06
Operation Management
Operations should be deeply involved during the project preparation period, so that the businesses of various departments can form strong coupling, and the planning of the characteristic space is realized from the practical perspective of later operations.
For example, in the passenger flow lines, escalators, elevators, bathrooms, catering conditions in design link ; in the positioning prospects, business combinations, ecological balance between brands in ; in the construction link , practical and applicable opinions on the weak current intelligent system, business management system, engineering construction quality in .
On the other hand, according to different stages of the commercial project, the planning of characteristic commercial spaces is flexibly adjusted and optimized continuously through business format upgrades, operation optimization and other means to promote the realization of the value of characteristic commercial spaces.
07
Engineering property
Unlike residential and office properties, commercial properties may adjust their business formats in a timely manner according to changes in market trends and the operation of brand formats to maintain competitiveness. Therefore, in the early stage of the preparation and construction of physical business, the engineering property department needs to sort out the real estate conditions according to the needs and possible directions of business format adjustments in the later operation of the project, so that it can meet the conditions for creating a distinctive commercial space as much as possible.
Innovative business formats such as indoor zoos, karts, and trampoline experiences have become an important means for shopping centers to achieve characteristic and differentiated operations, and the special real estate conditions of innovative business formats have also put forward higher requirements for the work of engineering properties.
In this case, the engineering property department needs to propose forward-looking plans for some new business real estate conditions in the design stage, which is the importance of engineering property to the planning of characteristic commercial spaces. The advance intervention of engineering properties is conducive to saving construction/renovation costs, is conducive to rapid promotion of investment promotion and shortening time costs, is conducive to daily operation management and later adjustments.
special business format can help the business center attract purposeful consumer groups under the market segmentation and become the key to breaking through the commercial red ocean . The planning of the featured commercial space seems complicated, but the business model and operation logic both follow the shopping mall operating rules.
Article source: Yingcai Business School
is only for sharing and does not use any commercial purpose.
