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Zheng Zhigang Tries To Make K11 A New Retail Carrier For The Group.

2013/7/31 15:52:00 64

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the art theme shopping center based on "small crowd", through the beauty of literature and art, introduces consumers into stores, thus forming consumption. Compared with other shopping centers that are still wandering in the Department Store + catering + entertainment mode, it is indeed a creation.

Behind the tall trees in the bustling Beijing business circle and bustling Huaihailu Road, Shanghai, the shopping mall PARKVIEW GREEN fragrant grass (hereinafter referred to as "fragrant grass") and Shanghai K11 art shopping center are carrying a fresh breath, which brings a cool and pleasant atmosphere to a slightly sultry and lonely business atmosphere.

P, the same as the third generation of the family, Zheng Zhigang, the successor of Hongkong new world group, is making efforts to turn K11 into a new group of retail aircraft carrier, and Huang Peixiu, executive director of the Beijing PARKVIEW GREEN grassland, is the main producer of the environmental protection concept.

whether it is the refined style of K11 or the heroic atmosphere of the lawn, the art theme shopping center is becoming the darling of the market. Even the Shandong Jian Bang Group should invest in the development of the art theme shopping center.

"P", but the road of literature and art can not go well, it is possible to be reduced from "literary and artistic youth" to "2B youth".

Shanghai style and Beijing flavor .

in the cold winter of retail season, the theme of art is like a cool breeze, which has opened up the door of hope for commercial real estate in the shopping mall.

The emergence of K11, the first test of water in Hongkong, has attracted wide attention. Zheng Zhigang, executive director and general manager of the new world, has revealed that the sales and rental income of Hongkong's K11 shopping mall is expected to double this year.

> as a pioneer in the mainland, Shanghai K11 art shopping center has been open for 6 and a half months, but officially opened for 1 months. It has maintained a good monthly turnover of 1 million passengers in Huaihailu Road business circle, where the strong enemy has been feeding around.

it is learnt that Shanghai K11 was originally a podium store in Hong Kong New World building. After two and a half years of pformation, it turned into a theme shopping center with an area of about 38 thousand square meters, with a floor of 3 floors to 6 floors.

15 works of art are scattered among them, and the three underground floors are dedicated to the exhibition hall, showing the works of many young artists.

Less than P, organic farms, small pigs, organic vegetables, less oily and healthy new elements restaurant, Italy famous sweet shop COVA and other special restaurants are attracting the attention of a group of Shanghai petty bourgeoisie.

sculpture on elevator door, abstract painting on toilet door, design of atrium with trunk shape, wall of desire, free book bar, table and toys uniformly arranged in the waiting area, all show the refined and delicate style of Shanghai style.

P, 1000 kilometers away from Beijing, overseas luxury stores and flagship stores are gradually unveiling.

Over 500 pieces of art make it more like a literary center than K11's artistic theme.

as people are nicknamed "emperor and magic capital", the two cities with different temperaments in Beijing and Shanghai are also affecting the commercial quality of the city.

different from Shanghai K11's log warm tone, the grass uses light gray metal tone, and 41 pieces of surrealism painting master Salvador Daly's works, together with all kinds of metal art works, make the whole project full of modern flavor.

from the negative two layers to two levels of super large atrium, it is convenient for many restaurants to set up balcony or courtyard style, and also leave room for big brands to lay large posters.

small and beautiful attractiveness

when Ma Yun emphasized that "small and beautiful" is the future direction of e-commerce, physical retailing is already practicing this.

art, this seemingly innocent word is getting more and more popular nowadays.

according to the international common saying, the increase of GDP can prolong the leisure time of the public, and have more leisure to pay attention to artworks. Only when the per capita GDP of a country reaches 8000~10000 dollars will there be a large-scale public interest in art collection, thus promoting the vigorous development of the art market.

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In 2011, China accounted for 30% of the world's art market share, ranking first in P.

At the same time, the data also show that in 2012, more than 40 cities in Beijing, Shanghai and Hangzhou had more than 10 thousand GDP per capita, which provided the soil for the development of art shopping centers.

, on the other hand, Lai Yang, Secretary General of Beijing commercial economics society, pointed out that now the quality consumption era has begun to move towards.

Consumers can spend 2 hours in front of the computer shopping online, but they can not enjoy art online.

therefore, the shopping center of art theme no longer attracts consumers with commodities, and the experience of literature and art with the theme of art also has a strong pull on consumers.

"P", as Liu Hui, chief consultant of Beijing Zhao Yi Business Consulting Co. Ltd., said, "customers stay in shopping centers not only costs money, but also takes time.

Only by retaining time can we retain our consumption.

not only the theme is small, but the volume of the two art theme shopping centers is not very large at present. The grass is about 5, 60 thousand square meters, and the K11 is smaller, only 38 thousand square meters.

"although the commercial area is restricted, but the directional service subdivides the crowd, strengthens the target audience's loyalty, aims at the 25~45 year old middle class, walks out the big and entire erroneous zone, moves the war small and refined, will more adapt to the market demand."

Guo Zengli, director of China Federation of purchasing industry information center, told reporters.

> in K11 and fragrant grassland, the reporters found that most of the first stores or large flagship stores in the shops were well-known brands. The brands of youths independent "a" target= "_blank" href= "http://www.91se91.com/" > designer "/a" were also very popular. Catering also matched the theme of choosing small public catering specialties. For example, the first brand store of the advanced watch brand SLYDE was settled in the world, while nearly 20% of the K1178 family tenants were stationed in Shanghai.

"theme" is difficult to play .

since the prospects are good, will the art theme shopping center become the next grassland attacked by sheep in the light of the past commercial rush to the top?

Guo Zengli believes that this is not suitable for the vast majority of commercial real estate developers and operators in China. The theme of art is enormous in terms of capital, operation and time.

it is reported that the pformation of Shanghai K11 lasted 2 and a half years, which cost 400 million yuan, and the grassland was completed after 3 years of design modification and 5 years of construction. It took 8 years to complete.

according to Zheng Zhigang's statement, it is expected that 5~6 can be returned to the original version, while Guo Zengli will have longer prediction time for the grassland return, which will be 15 years or even longer.

"P" is a long time in the commercial real estate industry, which is too long. After all, no one can release Huang Peixiu's "we will not stick to budget considerations. This will be a pioneering example of a perfect combination of environmental protection and luxury".

this also stems from the strong background of the two. K11 is backed by the Hongkong new world group. With its collective support from Huang's family, the grassland is not a problem.

In art, hundreds of precious works of art in the grassland are the personal collections of Huang Jianhua, the second generation of the Huang family.

but Zheng Zhigang revealed that the 14 rapid expansion plan in 5 years still worried the industry: art is a part of life, but not all. Can it still maintain its uniqueness after K11 blossoming?

The disadvantage of P is also part of the industry's concern.

Due to the harsh location of the theme shopping centers of the arts, the urban economy is flourishing, the business circle is prosperous, the consumption level is in line with the project location and the traffic is convenient, so it will inevitably lead to the core business circle.

and at present, the core business circle of the first tier cities has long been occupied, and the new town block is also frequent.

This has virtually increased its location difficulty and cost.

"becoming an exhibition hall" is another worry for this shopping center.

Lai said that in the early days, consumers would become more popular and even become tourist resorts because of their novelty psychology. (Hongkong K11 has become a famous tourist attraction in Hongkong). If we can't combine art and Commerce well, we can't stimulate consumers to buy things impulsively, but they can only be "beautiful looking".

of course, it is impossible to be an artistic youth, and an ordinary youth with artistic temperament.

In Guo Zengli's view, adding literary and artistic elements to shopping centers is also a good choice for today's differential competition. It can not only enhance corporate image, enhance consumer shopping experience, but also keep consumers well.

for example, the "fusion art space" on the negative level of shopping center in Financial Street, Beijing has also become a gathering place for various exhibitions. The Jinbao shopping mall has also exhibited the landmark work of Seon Ghi Bahk, an Asian representative contemporary installation artist, in the atrium.

The theme of P is not the first, nor the last.

feminine theme is one of the subjects that were earlier practiced.

as early as 2001, the Wangfujing women's department store in Beijing had a high-profile appearance. But after years of hard management, it disappeared in January 2007.

Beijing New World Women's department store, which opened in 2010, was not optimistic in its sales performance. After 1st anniversary of its opening, it also turned into a fashionable personality Museum.

In 2011, the 1836 women's theme department store in Tianhe business district of Guangzhou was a tragic ending.

the theme of children has also been popular recently. Although there is a so-called "Asia's largest marine theme children's department store," the case of Xiamen conch children's department store closed down, it still can not stop everyone's pursuit of children's theme. For example, last year, child king announced that 20 children's theme MALL was opened in Shanghai in 3 years.

, it is still a question mark that whether the art theme that few people are involved in can break away from encirclement.