Shanghai'S Shopping Center Is Brewing A Collective "Metamorphosis".

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< p > in the 90s of last century, the first "lifestyle" shopping center in the world was born in Memphis, Tennessee.

In Shanghai, there are nearly 100 such shopping centers in 10 years, and the number is growing at a geometric speed.

"It can be said that shopping centers have become an indispensable part of urban life.

But in the face of the impact of e-commerce on traditional retail industry, and the problem of homogenization of shopping centers is becoming increasingly prominent, shopping centers in Shanghai are brewing a collective "Metamorphosis".

Bai Zhikun, Deputy Secretary General of the Shanghai a href= "http://sjfzxm.com/news/index_p.asp" shopping mall /a Association, told the International Commercial Daily reporter.

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< p > < strong > combination of art and Commerce < /strong > /p >

< p > decorate every corner of shopping center with sculpture, famous paintings and multimedia art works, so that consumers can complete an art appreciation tour while shopping; hold reading salon, watching activities, set up cake cooking and flute playing, etc., to enhance interaction with consumers and enhance their stickiness to shopping centers; open up "urban farms" in the dining area so that consumers can experience the fun of planting themselves.

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< p > > a href= "http://sjfzxm.com/news/index_p.asp" > shopping "/a" is no longer the most important thing to do in shopping centers, because it is providing consumers with more and more surprises than shopping.

"Shanghai K11 shopping Art Center is committed to creating the largest interactive art park in China, the most shopping experience on stage, multicultural community hub, 365 day continuous interactive activities and other special shopping centers."

Xu Qianru, a public relations department of Shanghai new world Huaihai Property Development Co., Ltd., told the International Commercial Daily reporter that these are all projects that consumers can experience in K11.

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Walking around P K11 shopping center in Shanghai, a turn around will be able to meet with these works of art.

Floor atrium, ladder corner and store area are separated. Shanghai K11 selects 17 groups of famous contemporary artists at home and abroad, which are placed in different public areas of different floors. This also forms a unique K11 tour route.

Unlike professional art venues, artwork decorated with K11 has no fence to create a more relaxed and integrated artistic atmosphere.

"We want art to be closer to the public, and the combination of art and Commerce has become the most distinctive feature of K11."

Xu Qianru said.

In addition to introducing art works to decorate shopping centers, K11 also set up special art exhibition venues, regularly holding art exhibitions, workshops, artists salons and educational lectures, using art elements to enrich interactive activities.

Since its opening in June 28th, it has maintained a remarkable monthly turnover of 1 million passengers in the Huaihailu Road business circle, which proved to be a successful practice of K11 breaking through the shopping mall "department store + catering + leisure entertainment" mode.

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< p > < strong > experience brings popularity > /strong > /p >

< p > "the key lies in < a href=" http://sjfzxm.com/news/index_p.asp "> consumer < /a > will not come."

Zheng Bingze, President of Chong Bang Group, which operates four shopping centers such as Daning International Commercial Plaza, told the International Commercial Daily reporter.

In the face of the impact of e-commerce on traditional retail profits and the homogenization of retail brands, Zheng Bingze believes that even if consumers regard physical stores as "fitting rooms" and "trial shops", they will be able to spend as long as they can come to shopping centers.

"Eat a meal or buy something by the way.

So the key is whether shopping centers can attract more consumers.

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< p > "in this case, reducing the shopping function of shopping centers and enhancing the unique experience of shopping centers has become the key to break out of the shopping center in the era of electric business beachhead and homogenization."

Zheng Bingze said that through all kinds of creative and characteristic activities and gathering popularity, the experience of stimulating consumption has been well confirmed in several shopping centers under Chong Bang Group.

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< p > take the Shanghai Daning International Commercial Plaza, which is the first shopping center developed by Chong bang as an example. The more than 600 events held annually make Daning international become a "LOHAS" place for young people. The consumer group has already been mainly from the residents in this area to attract more residents in the 4 districts of Baoshan, Jingan, Putuo and Hongkou and tourists to Shanghai.

"Although there are many activities, we will revolve around the relevant themes."

Zheng Bingze introduced that, as in the traditional commercial entities in China, Daning international is the first shopping center to invite Cui Jian to perform, thus creating the theme of rock music experience in Daning.

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Less than P, the theme of the shopping centre attracting consumers is related to entertainment and entertainment. This is not only a distinctive feature of other shopping centers, but also a magic weapon for its popularity and breaking through in the traditional business predicament.

"With the diversified attempts of experiential formats in Shanghai, a number of shopping centers have shifted from landmark buildings to more connotative theme tourist attractions and places displaying humanities and history. They have quietly gathered their popularity with art exhibitions, performances and sightseeing tours."

Bai Zhikun said that this will not only greatly promote the maturity of the whole city, but also become a "pformation" of the domestic shopping center industry.

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