In 2020, the outbreak of the new crown pneumonia has brought a lot of impact to commercial real estate. At that time, the offline passenger flow of commercial real estate decreased and revenue declined. In order to break through the business dilemma, commercial real estate has almost unified its vision to the online field and began to exert online marketing. Ren Quan, a famous actor and investment fund Star VC, said bluntly that when everyone puts most of their attention on online marketing, it also means that offline marketing still has opportunities. Ren Quan believes that with the advent of the "Z era", the trend will give offline marketing another opportunity to flourish. But finding the "lasting" trend is not easy.
From November 16th to 18th, the China Commercial Real Estate Industry (17th) 2020 Annual Conference with the theme of "Innovation, Renewal and Creation of the Future" was held at Chengdu Century City International Conference Center. The annual meeting was supervised by the All-China Federation of Industry and Commerce. Initiated by the Commercial Real Estate Working Committee of the All-Union Real Estate Chamber of Commerce, co-sponsored by China National Commercial Information Center, Chengdu Bureau of Commerce, China Times, Wu Xiaobo Channel, and Scene Lab. Focus on the "opportunities and challenges of commercial real estate under the dual cycle", explore the industry's "new strategies, new consumption, new operations, and new opportunities", and jointly seek new directions for commercial real estate in the post-epidemic era. The
trend requires a cultural foundation
"Traditional offline commerce has not lost its competitiveness. In addition to purpose and functionality, traditional commerce also has the function of interaction and communication." Ren Quan thinks so. Ren Quan said that after entering the "Z era", the most important element in consumption is the trend. But the trend must be based on culture, using art as the carrier, and let the artist promote it, and finally it can achieve an unexpected and stunning experience. This trend can be passed on for a long time.
takes the domestic brand "Li Ning", which has been popular among young people in recent years, as an example. Ren Quan believes that before this, popular things were difficult to settle in the eyes of young people. But behind Li Ning represents the power of China, which is the cultural foundation of the entire brand and the most basic framework that supports Li Ning's "overnight boom".
Ren Quan believes that letting the trend find the cultural foundation is the key. In the business field, Ren Quan is an investor with "personality". Prior to this, Ren Quan successfully transformed from an actor to an investor, but was still keen on fashion and tried to integrate it with business.
Ren Quan said that five years ago, the company's investment direction was technology, and the target was mainly technology-based new industries. And after 5 years, Ren Quan said: "We always want not to follow others, we always want to dig out something by ourselves. Although we are small, we must do something with our own personality, we must make a small and precise investment. Funds."
brings new opportunities to offline businesses
" We have established a trend research group, and we believe that whether trends can empower offline businesses and lead new opportunities for offline businesses. Yes. Trends need to have a cultural foundation, plus current popular elements, as well as young people's unique ways of expression, with communication power, visual sense and behind-the-scenes stories." Ren Quan said.
"In the past two years, we can find that new brands have grown very fast. For example, Hi Tea, etc., have occupied the young people’s market in just two years. But in fact, young people don’t like it. It's all about tea, but like this way of expression. Today's young people care about the value of the product and the idea behind the product." Ren Quan pointed out, "The trend can empower the product and influence the lifestyle of young people."
Ren Quan has already begun to try to combine trends with commercial bodies. Prior to this, Ren Quan cooperated with the Jiaren team to create the Jiaren Cinema in the offline commercial body, using movie stories and scenes as the underlying culture, combined with the artist’s design, and conducted a scene-like relationship with the favorite brands of young people today. interactive.
One month after landing at Jiaren Cinema, it has been loved by countless young people and has become a place to check in. Ren Quan said that by absorbing the nourishment of culture, the offline commercial entity is no longer a "transitory" online celebrity body, but can truly generate links with young people. In addition to the creation of the Jiaren Cinema, Ren Quan also created the "Crazy Artist's Art Super Block", renovating the old street with an artistic trend. This art super block has successfully entered Wangfujing, attracting many young artists.
Ren Quan said that the company hopes that starting from 2021, it will enter various cities and walk all over the neighborhoods to re-call young people.Wake up and use artistic links to let young people walk to the artistic district. In addition, Ren Quan said that the company has been thinking and exploring, hoping to link every business entity and every young person with trends. Ren Quan said: "At the same time, we will continue to accompany young entrepreneurs to grow and progress together, and continue their entrepreneurial dreams."
Editor in charge: Zhang Bei Editor in chief: Zhang Yuning
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