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The Mystery Behind Shopping Mall Design Is Attracting People And Attracting People.

2014/7/15 9:04:00 14

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Shopping Mall Design Popularity Pedestrian Flow

when you have not yet entered a shopping mall, you have entered the designer's pre designed business drainage plan only when passing by. These external designs, theme hints, business lines, and even parking lots will generate an involuntary drainage function for people.

reporter's recent research, a large number of < a href= "http:// www.91se91.com/news/index_c.asp" > shopping mall < /a > department stores, and in-depth interviews with designers revealed that some seemingly beautiful landscape designs actually wasted construction space and made it difficult to earn real gold and silver; on the contrary, some seemingly simple or even no artistic sense of space was actually a commercial profit generating space after careful measurement and calculation.

gathering popularity and attracting people's flow

in the past month, the reporter has conducted statistics on dozens of shopping centers, < a href= "http:// www.91se91.com/news/index_c.asp" > department store < /a >, and found that there are fountain, green space and other landscapes in front of more than 30% shopping malls; in front of 40% shopping malls, there is a vacant Plaza; and there are nothing in front of 20% shopping malls.

Don't think this is just a different sense of beauty. In the view of market operators, there are huge differences in economic value.

"gathering popularity and attracting people is always one of the most important elements of shopping malls. Drainage actually starts outside the shopping mall.

The reason why most of the projects are left open in front of the public square is to attract tourists.

In the industry, we hope to create a place where guests are active. Therefore, it is the most appropriate way to design squares at negative junctions.

Sun Yining, assistant director of RET Rui Yide commercial service department, a professional designer, has participated in the design and planning of many shopping malls throughout the country.

he disclosed that compared with the convex "< a href=" http:// "www.91se91.com/news/index_c.asp" > the "positive design /a >", the concave type "negative design" creates the square space in front of the shopping mall. This large open space will attract people to stop, some of them choose to stay in the open space, and some of them enter the shopping mall.

People who enter the mall become customers. Some of them will generate consumption, while those who remain in the open space will become the source of the external economy of the shopping mall.

"do not belittle these open spaces. The square in front of the shopping mall can hold various activities. Whether it is promotion, child activity or brand promotion, all of these can bring popularity to the shopping malls and get a lot of benefits. This effect has a good match with the economy of the atrium."

Sun Yining said.

reporter research shows that, because the sale will be divided into, the thematic exhibition ticket revenue, the activity site rentals and so on can enable a mall's atrium vacant land to get tens of millions of yuan per year's income, and the square outside the shopping mall, its operation mode is similar to the atrium, also through the activity, promotion, exhibition and other forms of profit.

Of course, to achieve the economic effect, the area of the square is also exquisite, usually at least 3000 square meters.

in the industry view, those shopping malls that build up landscapes such as fountains and green spaces in front of the open space have lost the business opportunities of these squares. Though beautiful, they can not carry out any commercial activities.

There are two cases where there are no vacant places in front of the shopping mall. First, there is no vacant land to match the overall urban planning; the two is deliberately leaving no vacant land to give people a sense of luxury.

For example, Shanghai Jinjiang Disheng directly along the street construction, no open space, it needs to create a sense of luxury. This high-end positioning does not require square people's activities, but through the "high cold" appearance design to achieve the purpose of automatically screening high-end visitors.

in the field of shopping arcade design, there is a project that can make money every minute and second -- LED advertising screen.

Don't think that the bigger the screen is, the better the location can be placed at will.

"to make people look comfortable and take the first look, then the distance of people's location to the entrance of the shopping mall is at least 30 meters. As the human perspective is 27 degrees upward, it is most appropriate for 2:1 to display the LED screen at the height of 15 meters outside the shopping mall.

The principle of advertising on the LED screen is dot matrix, so there must be a slope to make the people on the plain see clearly, and the line of sight of people should be at right angles to the slope of the LED screen.

In view of the increasing number of motorists at present, some operators take the vehicle near the shopping area as the coordinate point, and put the car's gaze on the LED screen's angle of incidence as the best effect to place the LED screen. In this way, people have not yet entered the shopping mall, but only when they walk in the open space or even sit on the bus, they have been influenced by the marketing implications of the shopping mall, thus increasing consumption potential.

Sun Yining said.

besides placing the position, the design of the LED screen is also very knowledgeable.

Reporters learned from some professional equipment companies that the price of different LED screens can vary by 10 times. In order to control costs, most shopping malls use more expensive equipment, but this is not the key point. The key is the control of LED screen shape.

At present, most outdoor LED screens used in most shopping arcade are horizontal rectangles, which are similar to those of flat-panel TV screens with a width of 4:3, and very few vertical rectangular LED screens.

This is because the horizontal form is different from the vertical dot matrix advertising film. If erection is adopted, the film needs to be reprogrammed according to its vertical size, and the production cost will range from tens of thousands of yuan to hundreds of thousands of yuan.

The direct benefit of the P LED screen to the shopping mall is the advertisement. Taking the Dragon dream of Shanghai Zhongshan Park as an example, the industry insiders say its outdoor LED screen advertising can attract millions of gold, and some of the shopping centres that are concentrated in the market are even reliable LED advertising revenue has reached tens of millions of yuan.

in addition, in the shopping mall exterior design, we can also use lights, 3D surfaces, multimedia facades, and theme layout to attract tourists. For example, Wuhan Wanda Plaza is multi-media drainage, while Shanghai K11 attracts the attention of ecology and art.

open line and dark line /p >

but for shopping malls, interior design is the highlight.

The "business line" is a familiar technical term, but many people call the moving line design a clear line that the customer can see. In fact, there is a backstage hidden line that the customer can not see. The combination of the two can maximize the role of drainage and increase turnover in the shopping mall.

According to a report by P & amp; bridge organization, the commercial integrated body should be designed through a reasonable, scientific three-dimensional and plane line design, and following the three principles of "accessibility, clarity and sense of direction" of commercial real estate, so as to maximize the passenger flow through the storefront, and the sales volume is directly proportional to the passenger volume.

For large commercial complexes, plane and vertical traffic constitute the important traffic nodes of the internal pedestrian flow, and the reasonable planning of the project plays a key role in drainage.

reporters interviewed digital designers and shopping malls operators, and learned that shopping malls inevitably have dead ends. Reasonable design of moving lines can avoid or reduce dead ends and raise rents.

According to the above principles, the open line can be divided into four categories: single moving line, circular moving line, cross or T word moving line and complex moving line.

The single line is considered to be the best design in the industry, that is, in a rectangular shopping mall, walk from a wide head to the other end of a single line.

This kind of moving line looks simple, but has many advantages. Its single moving line makes the line of vision unobstructed, easy to stimulate consumption, and high safety. Fire inspection is easy to pass.

The single line is required for the shopping mall's depth and block shape, so many shopping centers are difficult to make single line.

so the circular moving line is widely used. The circular moving line is about to vacate in the middle of the shopping mall, and the walking route is surrounded by the shopping mall. The advantage of this design is that it does not go backwards, but the drawback is that there may be a landscape or a column blocking the line of sight because of the air coming out of the center. It is difficult for people to see the opposite shops, and because the middle ground is a "sub safety zone", it is more difficult to meet the fire examination and approval.

But for the huge volume of projects, the ring line is a very clear layout. After all, there are many shops in big projects.

Shanghai global port is the ring line design.

"in order to improve the passing rate of fire examination and approval and evade the line of sight of shops, a cross or T line is generated.

This kind of moving line is to draw crossed crosses or T characters on the diagonal of the shopping mall, and the passenger flows by the cross or T characters. When people walk to the intersection of the shopping center, all the shops are at a glance. Because there is no "sub safety zone", the fire fighting is easier to pass, but the drawback is that people need to go back.

Vanke in Shanghai Qibao shopping center is a cross moving line, Hangzhou the Mixc is the T character line.

Sun Yining told reporters that the compound line is the collection of the above lines, which are common in many shopping malls in Dubai and Canada.

but what kind of moving line is best?

"it is difficult to generalize. If it is a living community shopping mall, it is suitable for ring line design, because for nearby residents, it is already very familiar with the location of each shop, even if the line of sight is blocked, no harm can be done. Residents need to go through shopping malls quickly without turning back.

The core shopping arcade is suitable for the cross and T lines, because there is no shelter in such projects. Although the road is tired, the key is to increase sales.

There are also some projects at the crossroads that are very suitable for cross moving lines, because people sometimes pass the shortcut through the shopping malls, which increases the possibility of passenger flow and consumption for the mall.

Said Mr. Zhu, a senior retail sales officer and head of Pacific department store marketing department.

the dark line is not seen by consumers, but closely related to the operators.

As a pioneer shopping mall, it has rigid requirements for receiving lines, warehouses and unloading areas. Therefore, in the backyard of the store, there must be about 1000 square meters of unloading area, and the unloading area should be designed with 4 meters high and 12 meters long channel line, and a large truck turning corridor for distribution vehicles to enter and exit.

If the high-end shopping center introduces small and medium-sized import supermarkets, the number and height of the rear line will be smaller.

In addition, dentistry and other medical formats need to design specialized medical sewage lines.

the most important thing in the dark line is the backyard design.

Because shopping centers increasingly emphasize experiential consumption, the proportion of catering business has increased from about 10% to about 30%, which means that the shopping mall should focus on the special backyard design.

but the problem before the operators is that because the rent level is quite similar, the catering industry will often be in the neighbouring area with the training institutions and the two or three line brand clothing, so the hidden trouble such as fumes, peculiar smell and even rats will be "string" to other nearby formats.

For example, there are training institutions and restaurants in Shanghai Wujiaochang tri shopping mall wall, which leads to rats.

"it depends on the operation and management of the mall."

Sun Yining pointed out that the operation team of a shopping center with an area of about 100 thousand square meters includes administrative, marketing, engineering, cleaning and security departments, including cleaning and security or outsourcing or self employment. If outsourcing, the mall does not need to set up showers and other equipment, but it can save costs, but personnel management or influence. And shopping malls should solve the combination format. The backcourt contradictions need to be dealt with through strengthening operation management, or the owners are willing to sacrifice the front business area and increase the backyard area to enhance the background operation.

and Bridge organization research point out that the planning of the business line is a symbol of the degree of business understanding of the project designer.

According to statistics, a good moving line design will increase the passenger flow of commercial projects by 15%~20%.

the additional facilities that can not be ignored

in the design of shopping malls, the elevators and the doors of all directions are all essential facilities. These designs are also very important.

"elevator is a direct drainage tool. Now the shopping center is growing higher, extending from the 6 tier to the 8 level. The higher the number of people, the less the flow. Therefore, the elevator must actively pport the flow of people to the height.

In the design of elevators, we can take a direct upward approach instead of a circle around each layer, which will affect people's upward consciousness.

Mr. Zhu said so.

reporter learned in the interview that in order to increase the consumption of customers, many shopping malls have to take up the upper layer of the escalator to the next level, which has affected the customer experience. Therefore, more and more shopping malls are using the escalator escalator all the way up.

For example, after the increase of competitors in Shanghai's Hongyi square, the original circular walking escalator moved towards a straight upward design.

in view of the importance of upward pportation of passengers, many shopping malls will design vertical traffic facilities such as sightseeing elevators to enhance pedestrian flow and traffic flow.

Shanghai port Hui square, Zhengda square and so on is the example of using multiple elevator effects.

in addition, cross layer "flying ladder" is also more and more shopping mall drainage skills.

Due to the popularity of children's formats, movie theaters, and so on, where the crowd is concentrated, the "flying ladder" quickly sends people to these heights.

In the dream of Tibet road in Shanghai and the Dragon dream of Zhongshan Park, there are "flying ladder", and the "flying ladder" is just leading to the cinema.

in order to accommodate the elevator passenger flow, the Ministry of investment will also set up the main stores in different floors while carrying out the layout of main stores, so as to attract customers to all floors and increase consumption.

It is reported that many shopping centers in Hongkong, China, have adopted layers of main store models to attract tourists.

At the same time, there must be a gate, namely the entrance and exit design, which should not be overlooked at P.

Large commercial complexes usually open in different directions.

Mr. P, a former senior manager of Nong industrial and commercial group, said that the entrance and exit of a commercial project had better connect main roads or public pport, which could not only introduce passenger flow but also facilitate customers to leave.

However, there should not be too many doors to open, and at least 50~60 meters between doors and doors to ensure that people can stay in the shop for some time.

For example, the two dragon dream stores in Shanghai are connected with rail pit, and the pportation of tourists is very natural. Its high passenger flow can raise the rent of the basement level and enhance the revenue of shopping malls.

Public information shows that Guangzhou Tianhe City, except for the main gate facing Tianhe Road, which has a large traffic volume, the other three gates are Henan Road, Sports West Road, Hongcheng square and subway as the link road. They are closely linked with Whampoa Road, Guangzhou expressway, Southern China expressway, Guangzhou Shenzhen Expressway and so on, so that their business circle covers the entire Pearl River Delta, creating a single day maximum flow rate of about 800000.

besides, parking lots are closely related to entrances and exits.

If the multi-storey car park design can directly send the flow of people to the floors of the shopping malls, it can not only save the parking area but also speed up the pportation of passenger sources.

insiders revealed that unreasonable shopping mall design would cause huge capital wastage. Once a large shopping center in China had spent about 60 million yuan on reconstruction due to unreasonable design, if the shopping center was reasonably planned from the beginning, a project of about 100 thousand square meters could save about 100 million yuan and enhance the overall rental, advertising and sales revenue.