The "Spring" Of Gigantic Blocks

Giant house shopping center effect map

"Climbing and skiing in the wild countryside."

"The rich are playing extreme sports."

"Adventure, too far away from me."

These are the most understandings of outdoor activities heard by random reporters.

Is outdoor sports as challenging as many people think, or is it something that the rich can play with?

In February 22nd, the largest outdoor theme shopping center in China, mega house, appeared for the first time in the ISPO exhibition. At the same time, a concept of outdoor sports which led mass consumption also came into being.

For outdoor brands, outdoor theme shopping centers, which are new retail channels in China, will become the focus of their attention in terms of area size, business mode and business philosophy.

The three concept supports giant households.

"If you want to die fast, do it outdoors."

Guo Yuebian, general manager of gigantic outdoor theme shopping center, self mocked. "This is a popular phrase between small shop owners who run outdoor products in the open market. We can see that we have the courage and pressure to do outdoor activities."

According to Guo Yue, giant household outdoor theme shopping centers are mainly high-end products. The first store will be next to the Wangfujing business district in Beijing. It is located at the golden hinge point of the intersection of the East Fourth North Street and the Chao main street. Its construction area is 18000 square meters, and it is the largest outdoor theme shopping center in China.

Guo Yue and his team have been preparing for one year, and the shopping center will be renovated in the middle and later this year and will be invited for investment at the same time.

In the absence of any successful case, how did Guo Yue think of the theme of "Outdoors"?

In his view, this is not a temporary impulse, but after a lot of research and data analysis.

"With the increasing popularity of outdoor sports in China, the sales of outdoor products are increasing year by year.

In addition, we also want to choose a sustainable development theme, and we want to further develop outdoor business in three to five years.

Of course, the risks can also be imagined.

The risk is great, but Guo Yue, a Scorpio youth, is confident, passionate and challenged.

He and his team want to conquer brands and consumers with three concepts.

First is the experience of product cognition.

Taking into account the lack of experience of many consumers in selecting outdoor products and lacking accurate judgement on functional outdoor products such as wind and rain, building rain rooms for consumers' real experience will be built inside the shopping center so that they can experience functional products in person.

The second is the scene experience of interior decoration.

After all, the target group is a specific group, and the interior decoration should also be different from the general shopping mall.

What we are looking for is the realistic effect of creating indoor nature, and the smell of grass and sunlight is the main fragrance of the room.

Guo Yuebian said to reporters.

Another is service experience.

Although giant shopping centers are mainly for outdoor and peripheral products, they are also equipped with small outdoor auditorium, outdoor experience area, product maintenance center, special dining room and multifunctional hall for salon.

In Guo Yue's view, the existence of gigantic blocks is to lead the concept of mass outdoor sports and arouse the interest of ordinary people to jointly promote outdoor sports.

"Therefore, small facilities such as indoor rock climbing that allow ordinary consumers to participate in the experience are essential, and let everyone know that outdoor is very close to us."

In addition to implementing the three concepts, the giant block also takes full account of the different demands of brands and distributors, and will also be open to the way of cooperation with brands.

According to Guo Yue, their rent is lower than the average level of the industry, and will bring more effective passenger flow, which is quite attractive to many brands and dealers.

From April to April 2013 this year, gigantic will also cooperate with the green club to organize two large-scale outdoor environmental activities, "Castle Peak action", to launch outdoor enthusiasts to clean up the garbage on the famous walking routes around Beijing.

"We want to lead people to participate in outdoor sports in this way, but in fact, we can play outdoors without money."

Guo Yue's eyes showed confidence in the whole team and confidence in the giant.

Expert analysis: outdoor theme MALL bright prospects

Can outdoor theme stores really take a firm foothold in the market? What is the future of it?

Liu Hui, chief consultant of Beijing Zhao Yi Business Consulting Co., Ltd., said with interest, "this model has been very mature in the United States, Japan and some European countries, and is just starting in China. I am glad that developers are willing to do such a thing."

It turned out that Liu Hui had planned to build an outdoor theme shopping centre in the summer of 2008 when he was planning a shopping mall theme for a developer.

But at that time there was no successful precedent in China, and developers abandoned it.

This outdoor oriented shopping mall model has a bright future in China.

"In the past, people's tourism concept was rather old, just visiting scenic spots.

But now, with the improvement of consumption level and the yearning for spiritual life, more and more consumers choose to drive by themselves and open up new routes.

As a result, the market demand for outdoor products has gradually increased.

For outdoor brands, the current sales channels are mostly sales through club activities, including outdoor photo clubs and professional extreme clubs.

Because of the high price of many functional outdoor products, it is relatively easy to promote products through club activities.

The establishment of outdoor theme shopping centers will make outdoor resources more concentrated and form a polymerization effect. This sales channel can bring more effective passenger flow.

Only bright prospects are not enough. How to operate effectively is the key.

NiO outdoor theme shopping center, once located in Beijing state Rui shopping center, is a warning to others.

At the beginning of this year, the group held a large investment promotion conference. In February 2012, the outdoor theme shopping centre, which was declared closed in February 2012, has only run for a year. Although it is located in the busy area of Chongwenmen, it has not escaped the bad luck of closing down.

In Liu Hui's view, limited scale and lack of influential brands are the main reasons for its closure.

There are also people in the industry who believe that there is no problem in the form of Neo, but in operational capacity, including location, promotion, brand integration capabilities, and so on.

The closure of NiO has sounded the alarm for outdoor theme shopping centers. Liu Hui also made suggestions for outdoor theme shopping malls and development operators: first, outdoor theme shopping centers should create more outdoor culture atmosphere, and not just stay at the outdoor sales level.

Moreover, the choice of stationing brands should be professional and subdivided.

In addition, we should rely on professional media to publicize.

Moreover, shopping centers should organize more outdoor activities to expand their influence among outdoor enthusiasts, so opening clubs in shopping centers is very necessary and can attract more popularity.