How Can We Avoid The Theme Shopping Centers Such As Beijing'S Overseas Chinese, Such As The Overseas Chinese, The Grass And So On, And Become The Exhibition Hall?

Theme of art culture

It is a hot spot in the development of commercial real estate nowadays, because "artistic theme" can better highlight the "experiential marketing" mode, realize differential development, and create refreshing shopping places.

But the premise is that all aspects of resources preparation, investment promotion and post operation should be well prepared, otherwise it will be a long way to go.

Beijing Qiao Fu grass is a typical art and cultural theme shopping center. It is committed to building a diversified business and cultural leisure complex, becoming a new style of life in Beijing style and high quality.

It has more than 500 pieces of art and looks like a small 798 Art District.

But the success of creating an art theme shopping center is not enough to fill artwork.

How to avoid becoming an art gallery? This is the key issue for developers to pay attention to.

1, basic information

Located in Chaoyang District, Beijing, the total area of Qiao Fu lawn is 200 thousand square meters. It is an innovative building with top-level office buildings, fashionable shopping centers, art centers and The Inn Boutique.

Positioning: we are committed to building a diversified business and cultural leisure complex, becoming a new life style of Beijing style and high quality.

2. Strong artistic atmosphere.

The grass has more than 500 works of art, of which more than 40 are sculptures of the great master Daly.

These works are quietly dispersed and residing in every corner of the shopping center.

Unlike the professional art venues, these artistic installations of the lawn do not have protective fences. They create a strong and relaxed artistic atmosphere with the longest indoor long bridge in the 236 meters and 2000 square meters of public art gallery.

The grass looks like a small 798 Art District.

Two. Project analysis

1, perfect combination of environmental protection and luxury.

The Pyramid cover uses a unique ETFE pparent membrane material to connect four tower buildings.

This unique shape not only ensures the sunshine time in the residential areas next to the grass, but also reduces energy consumption by 30% compared to the same buildings.

The unique air circulation system in the building relies on green high technology to realize the convective circulation of fresh air.

2, private nonprofit exhibition hall

On the 10 floor of D block, there is also a private non-profit exhibition hall covering an area of 4000 square meters, which is divided into two exhibition halls.

The pavilion will present 3 exhibitions to the audience every year.

3. Consideration and respect for consumers.

The design of high and more open public spaces is concerned with the experience of visitors.

There is no cumbersome shopping cart in overseas Chinese, and there is no video advertisement that can be seen everywhere, does not look at it, and there is no button at all.

4, format layout and proportion

The scarcity of brand has become one of the core competitiveness of Qiao Fu lawn. More than 50% of the brands are entering China for the first time, or the first time to set up shop in Beijing.

Casual dining accounts for 30%, 40%-50% is a fashion brand, and 20% is boutique watches and jewelry.

Three, functional layout

ParkviewGreen, the total area of Qiao Fu lawn is 200 thousand square meters. It is an innovative building with a top-level office building (building area of 82 thousand square meters), a fashionable shopping center (50 thousand square meters), an art center and a The Inn Boutique (60 sets).

1, alienation competition, extend consumer stay time.

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

Shopping centres with artistic themes no longer attract consumers with commodities, and the literary and artistic experience with artwork as its theme also has a strong pull on consumers.

"Customers stay in shopping centers, not only for money, but also for time.

Only by retaining time can we retain our consumption.

In the increasingly brutal competition of traditional business, the combination of art and commerce is obviously a multi-faceted "care" for consumers' sensory experience, and many consumers will be willing to spend their leisure time in these "personalized" and consumer oriented shopping malls.

2, promote experiential business maturity.

Experiential formats are very popular all over the world, and domestic shopping malls are still in the initial stage.

Experiential format is divided into several stages. The primary experience mode is "shopping + dining + entertainment". Nowadays, the newly opened shopping malls and shopping centers have mostly adopted this mode, which can meet the basic needs of ordinary consumers.

The intermediate experience mode, based on the combination of formats, makes the shopping mall's architectural design more distinctive, providing more special consumption patterns and arousing the enthusiasm of consumers.

The advanced experience mode integrates visual, tactile, and sense of taste, and presents with thematic appearance, allowing customers to participate in shopping and shopping involuntarily.

The consumption of simple shopping has gone through the pition, and the real business has become the social function of dating. It also confirms the trend of "experiential commerce".

"Experience" is no longer simply to increase the proportion of food and entertainment, but to integrate more elements such as culture and creativity, extend customer retention time, and truly become the "third space" outside the work and family.

Five, challenges faced by shopping centers of Arts and culture themes

1, we need strong patience to nurture the market.

Thematic shopping centers are now the focus of developers' development, because "thematic", such as "artistic themes", can better highlight the "experiential marketing" mode, realize differential development, and create refreshing shopping places, but the premise is that preparations for all aspects of resources, investment and operation in the future should be done well, otherwise it will be a long way to go.

The differentiation of international shopping centers is through the differentiation of resources formed by different brands and different owners. However, China's retailers are not fully competitive, and there is still much room for differentiation and operation. In order to achieve "thematic", shopping centers need to have a strong patience to cultivate the market.

"Thematic" is a big and strengthened concept. It should highlight the larger proportion of themes in terms of architectural style, operation mode, commodity category and service content.

If it is merely a thematic display of architectural form, it can only be regarded as a "bright spot".

2, not suitable for every developer.

It is reported that the K11 pformation in Shanghai 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 the insiders, it is estimated that 5~6 will be able to return to the original version, and the forecast time of the grassland return will be longer, which will be 15 years or even longer.

Huang Peixiu, executive director of Qiao Fu Group, has also released "not budgetary considerations, which 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 family, there is no problem of funds.

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.

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.

At present, the core business circle of the first tier cities has long been filled.

This increases the difficulty and cost of site selection.

3, beware of "becoming an exhibition hall".

"Becoming an exhibition hall" is another worry for such shopping centers.

In the early days, consumers are more likely to become a tourist destination because of their curiosity. Even if they fail to combine art and Commerce well, they will not be able to stimulate consumers' impulse shopping.

Of course, young artists are also not able to be artistic youth.

Adding elements of literature 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, Beijing Financial Street shopping center negative layer "fusion art space" has also become the gathering place of various exhibitions. Jinbao shopping center has also exhibited the landmark works of Seon Ghi Bahk, an Asian representative contemporary installation artist.

On the theme of shopping center, the theme of art is not the first and the last.

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