Shanghai Shopping Center Staged "Theme Experience"

Recently, WeChat friends circle will often find that the group photo with the theme of shopping mall is becoming popular. From a commercial point of view, from the early days of A's dream exhibition, the teddy bear exhibition of Joy City, the HelloKitty exhibition of the world port, the 80 "light kings" of Jingan home center, the world financial center, thousands of pandas, etc. Theme based experience. It is becoming an important way for shopping centers to jump out of homogenization, attract customers, enhance customer memory and guide customers to consume. In the current trend of commercial real estate, shopping centers everywhere, the trend of homogenization is becoming more and more serious. A self consistent and distinctive positioning can give a shopping center the ability to jump out of homogenization competition.

Shopping center promotes "thematic experience"

Previously, Ying Shi Group Research Center in the four quarter of 2013, targeted at ten key cities in the country benchmarking project marketing characteristics were studied. Research shows that shopping center promotion activities mainly include five themes: theme experience, discount promotion, network interaction, member acknowledges and exhibitions. Among them, with the current shopping center experience trend to adapt, benchmarking project activity type "theme experience" for the first choice, a ratio of 59.4%.

In the thematic experience, performance experience, scene experience, party experience and theme exhibition are usually adopted. For example, the happy life of pig Xiao hum, launched in October last year in Chaoyang City, Beijing, is a typical form of "farm scene experience", which can effectively attract the "family type customer group" that is in line with its own positioning. This is the "Snoopy peanuts comics 65th anniversary change, change, art exhibition", which is displayed in Shanghai's I-APM. It is in the form of the theme exhibition experience of the animation theme. Shanghai and jiaxinghui invited the Chinese dance master Gao Guangjian to perform an experimental drama "Nightingale" in the Court Square in the form of performance experience between September 19th and October 19th. Of course, these types of experience will also run through the comprehensive application of all kinds of experience links, such as band performance, music appreciation, etc.

"The choice of promotion activities is closely related to the theme and Theme Evolution of shopping centers," said Ms Zhang Ping, general manager of Ying Shi Group Research Center and spokesman of the Royal chartered surveyors society in China. The theme of experiential theme is becoming more and more important. The selection of promotional activities will continue to focus on the use of theme experience this year. At the same time, with the development of mobile Internet, shopping centers pay more and more attention to the application of network channels, and the situation of "network interaction" will be adopted by more shopping centers.

Paying more attention to tourism rather than consumption function

In the application of thematic experience, it can run through the whole. Shopping The iconic commercial project always has to mention K11 art space. Walking around in K11, the works of famous contemporary artists at home and abroad can be seen everywhere, making shopping mall an artistic journey. K11 will also hold regular exhibitions of art, such as the Monet exhibition conducted in March. The exhibition hall will accommodate about 200 people, but the total number of exhibitions will exceed 260 thousand, with a maximum of 6000 people per day. According to K11 statistics, the daily turnover increased by 20% during the special exhibition period. Zheng Zhigang, founder and chairman of the K11 arts foundation, said: "every retailer in K 11 is a show." He called his business model a museum retailing, which means that retail brand, public space and art blend together.

Chen Lilin, director of the commercial service department of Rui Yide, concluded that the super shopping center pays more attention to the function of sightseeing instead of consumption, and spanfers from simple shopping to diversified life experience. The concept of "consumption ecosphere" will be realized by implanting cultural, leisure and characteristic theme functions. How to form their own characteristics and label personalized tags requires a large shopping center to have distinct themes. Such as Taiwan dream times shopping center, through the creation of water theme, flower theme, natural theme, the theme of the universe and other venues, forming a unique dream business theme. For example, the MallofAmerica in the US and the Lotte World in Korea are all popular with large theme parks as the driving engine of super shopping centers.

"Full rent is not easy, stable rent is even more difficult". It is not easy for regular commercial projects, and it will be more difficult for super shopping centers. Routine management and simple operation can no longer meet the requirements of the sustainable development of the super large shopping center. It is necessary to increase the content of the featured business and make a combination of boxing in addition to regular activities. In addition, the new concept of O2O tooling, commercialization and media should be applied to operation. In a word, it is essential to overcome the aesthetic fatigue of consumers, break through the traditional business mode, and let the customers enjoy unhappiness in shopping and leisure.

Take the prosperous business circle and the passenger flow guarantee as the premise.

Judging from the current theme exhibition of hot shopping centers, it is easy to see that their geographical location is located in the bustling business circle of Shanghai. Most of these exhibitions are mainly based on tours. Therefore, the choice of sites is also based on the bustling business circle and passenger flow guarantee. Xie Dingwei, general manager of the public relations and operation of Tian Jie cultural communication company, said that the main reason for choosing K11 is that it is located in the most prosperous Huaihai Middle Road business district in Shanghai, which can ensure enough passenger flow.

Director of DTZ, East China business Zheng Zhihong, director of the real estate department, believes that the business circle has its own image, function and development vision. It lies in its own business scope, such as the scale of commercial property, the distribution of property, the type of commodity management, the ratio of formats, the rental property fees and other operating costs; the surrounding population of office and residential population, the number of households and enterprises and institutions, and the corresponding population age, gender, occupation, education level and income level structure, as well as traffic geography and customer mobility, and more importantly, the level of business circle and urban and regional development. The location of the core business circle is a double-edged sword. On the one hand, it has more than ten thousand white-collar consumer groups and a mature business atmosphere. On the other hand, it also means that it will face fierce competition with many commercial projects in the business circle. If we want to establish our own market space, we must seek differentiation.

Therefore, in the increasingly mature and fierce market environment, the same shopping mall seems to be "embarrassed". In order to adapt to this change, thematic setting becomes a necessary factor. Just as every generation shopping center evolves as a contest between market and consumption power, people are also exploring and changing business cognition step by step. Modern shopping centers should be soul oriented. They should realize the value of different "selves". Only in this way can consumers' attention be paid to match modern life and consumption habits.

Wu Yiyi, director of the Eastern Division of East China, has said, "what does the shopping center earn? First of all, it is to create eyeballs and create a bright spot for its business. It highlights differences and themes through architectural space and distinctive brands and distinctive formats, and even some distinctive services." How to convert the attracting crowd into the shopping center's passenger flow, and is a long-term visitor who can repeat the visit. Wu Yi Yi said that if the theme exhibition and shopping center can find a meeting point, it can not only accurately capture more customers, but also reduce investment activities. Thematic activities and exhibitions can imperceptibly deepen the impression of consumers and special activities on shopping malls. The flow of people from the exhibition also allows businesses to have more business opportunities. In addition, shopping centers can also create a longer reason for consumers to stay in shopping malls through the design of theme stores and the creation of new formats.