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The "Courtyard" Of The Mall Has Sucked Up Millions Of "Atrium Economy" Every Year In Yinchuan

2014/8/5 16:41:00 42

commercial atrium: non commercial open space in commercial environment /p >

> a href= "http://www.91se91.com/news/index_c.asp" > commercial environment < /a > open commercial space in Africa is generally called commercial atrium. It provides comfortable shopping environment and rest space for people, and can effectively organize the flow of people.

reporter found that most of the shopping centers in Yinchuan, especially in the new urban complex in recent years, have atrium, such as Jinfeng Wanda, Xixia Wanda, Muslim trade city and Yuhai new world which are still being built. The area of the court generally occupies 10%-20% of the commercial area.

Generally located on the first floor of the shopping mall, it is an open space with an area ranging from more than 100 square meters to tens of thousands of square meters. Generally, indoor and outdoor courts are mostly indoors. "This is mainly due to weather reasons.

According to the different nature of activities, some activities will be carried out in < a href= "http://www.91se91.com/news/index_c.asp > > outdoor /a >, for example, some time ago the activities of collecting donations for stray dogs are outdoors.

Ma Lixian, deputy manager of planning department, Jinfeng Wanda Plaza, told reporters.

four activities choose to enter < a href= > http://www.91se91.com/news/index_c.asp > atrium < /a > /strong > /p >

which activities will choose to enter the atrium? Through interviews with reporters, it is learned that the activities of entering the atrium can be divided into four categories.

1. Static class new exhibits

brand new car show.

Near the Eid al Fitr Festival, Cadillac is displayed on the atrium of gate three to let the public understand the latest models.

The new car show has also become a normalization activity in Jinfeng Wanda atrium.

two, children's entertainment facilities /p >

for example, the army Boy Scout paradise, which was stationed in Jinfeng Wanda in January this year, is mainly engaged in children's development experience training games.

three, large scale activities

"P", such as the opening ceremony of some activities and the launching ceremony of some draft activities, will choose a dense commercial area to enhance popularity.

four, clothing sale will be /p >

Unlike P, sales will tend to be centralized sales, such as only, VeroModa, JACK&JONES, Slade and so on, which will be sold in Wanda Plaza for two months every season.

The reporter understands that through the sale of the atrium, the sales volume of the brand is only above 10000 yuan per day.

advantages of commercial atrium /p >

customers with large traffic volume

the brand enters the atrium. The first thing to watch is the shopping crowd in the commercial complex. Yang Yang, manager of the army Boy Scout paradise, said that there are two shops in the Yinchuan, which are the best ones in the Jinfeng Wanda store. This is due to the intensive passenger flow.

Mr. P, who is waiting for his children, told reporters that when the boy scout paradise had just entered Wanda, he ran a $350 card for his children. Almost every week their family would come to Wanda. "Son played there, his mother went to buy clothes, and we went upstairs to eat."

Mr. Yang said that the concentration of resources has brought many conveniences.

in addition to the need for passenger flow to support the popularity of the activities, brand positioning matching customers are also some of the elements of static exhibitors. Cadillac's sales staff told reporters that the choice of Wanda show, in addition to the huge passenger base, there are also customer groups. The customers who can consume customers in Wanda are generally middle class, matching with Cadillac's mid end vehicle positioning, and only matching products with customer groups can maximize the value of brands.

< a > href= > http://www.91se91.com/news/index_c.asp > > Yinchuan > /a > old business district has no commercial atrium /p >

in Yinchuan, not all commercial atrium can bring huge economic benefits. In the Xinhua business circle, because the shopping mall space is narrow, the mall will only plan the area for the booth to rent, and the emerging urban commercial complex, such as the Plaza of Wanda Plaza and Muslim International Trade City, will bring huge profits to the mall every year.

recently, reporters at Xinhua Department Store in Xinhua business circle saw that a vacant area of about 5 square meters in the door has become a special promotion cabinet for a brand, and this vacant land is also the only open space in the mall.

Yuan Xin, a floor manager, told reporters that Xinhua Department store had no space and side hall because of its narrow space. Let alone make use of the only vacant land to rent or do activities to make money.

and for the commercial complex designed at the beginning of the design, the management direction of the atrium is different because of its geographical location, passenger volume and market positioning.

in the Muslim International Trade City, the first floor is spacious and bright, and the high dome shows the atmosphere.

Claire, director of the brand management center of the Baofeng group, told reporters that the occupied area of the atrium is 20000 square meters, which is mainly used for hosting professional evening shows and performances.

Claire said that nearly 10000 people came to the festival of Oktoberfest, music festival and food culture festival last year, but due to geographical factors, the passenger flow of the commercial city is still not very impressive.

the atrium of Jinfeng Wanda Plaza is more diverse. New cars on display, clothing sales and children's entertainment rents can be exhibited in atrium according to short-term or long-term needs.