Shopping Center: Art Pfer To Shopping Mall

With the rise of more domestic retail brands, more artistic forms that are more in line with Chinese cultural genes will occupy a larger stage in shopping centers.

At the same time, the cross boundary O2O between art and shopping center will be widely developed. In the future, with the replication of commercial real estate product lines in different cities and the rapid subsidence of chain brands, more artistic performances and exhibitions will also fall into the two or three tier cities.

Data show that since 2011, the number of audience and performance income of domestic art shows an increasing trend, the average annual increase of viewers is 6.9%, and the annual increase of performance income is more than 14%.

However, there is still a big gap between domestic consumption of cultural industry and international level.

At present, China's cultural industry accounts for only 3.1% of GDP, far lower than 23% and 17% of the United States and Britain.

Many people engaged in performing arts show that they have practiced basic skills for more than ten years, but nowadays there is little chance of going to the stage. It is not easy to put on a show, and not many people are willing to pay for it.

Zhu Jiejing, the chief dancer of Shanghai song and dance ensemble, once cried for the "dance forest conference" arena. Many people would like to spend hundreds of yuan on shopping, but they would not spend tens of dollars to see a dance drama.

But this pattern has given the shopping center a business opportunity.

Data show that the construction of shopping centers is much faster than that of public cultural facilities.

Under the sustained and rapid growth of demand, public cultural facilities are in short supply.

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More varied, shorter and lighter also provided more possibilities for artistic performances to enter shopping centers.

Shopping centers are gradually becoming a new platform for artistic performances and exhibitions.

At present, the proportion of art themes in the first tier cities has risen to 2.6% in shopping centers, which has become one of the characteristics of shopping centres attracting tourists.

Although the absolute proportion is low, the relative growth rate is swift and fast, and is in the period of rapid development.

Now we are in the big cities.

From time to time, we will see paintings exhibitions, cartoon cultural theme exhibitions and even some small theatrical performances. Joy City, global port and K11 are all typical examples of integrating art exhibitions into shopping malls.

Reporters learned that there are mainly seven kinds of art forms in shopping centers. Among them, the long residence art form has artistic decoration and artistic space, which can last for 3~4 months or even exist for a long time. The location can be placed indoors or outside.

The main categories involve sculpture, painting, artists' works, theaters, galleries, etc. most of them are toll items. Short term art forms include static exhibitions, small salons, performances, art fairs and flash activities. They are rich in type, usually in public space, and shorter in performance, ranging from 10 minutes to more than 1 months, with frequent forms. The specific forms include cultural theme fair, literature and art promotion, drama, flash concert and so on.