Combining Art With Shopping Malls: Business Value Is Unexpected

According to statistics, during the Monet exhibition, Shanghai K11 launched nearly 800 derivatives, including retail souvenirs, restaurants, and so on, bringing 39 million 600 thousand derivatives earnings, accounting for 43% of the total revenue of the art exhibition.

Of course, the cost of art display is calculated by calculating the average cost per square meter per year. The average cost of static exhibition is almost zero, and the yield is 3000 yuan. The art decoration is only invested 500 yuan with little profit. The average cost of small salon is almost zero, the yield is nearly 300 yuan, the average cost of Art Fair is almost zero, the yield is about 2500 yuan, the most profitable art space is, the operating cost is about 4900 yuan, and the yield is about 9000 yuan.

"Many people think that art has nothing to do with shopping malls, but the combination of them can produce unexpected commercial value.

We see that after the opening of K11 in Hongkong, sales doubled in the first three years, and at present, it has maintained a growth rate of over 20%, with a steady flow of more than 1 million passengers per month and 28 thousand VIP customers.

Shopping centers combined with artistic displays will first increase their rents.

Zhang Jiapeng, chairman of Rui Yide Holdings Group Co., Ltd., told reporters.

For example, during the Monet exhibition in 3~6 2014, the daily turnover of Shanghai K11, an art theme shopping center, increased by 20%, and promoted commercial rents by 70%, while office rents rose by only 30% during the same period.

Reporters learned that static exhibition and Art Fair were the highest frequency of operation, reaching 41% and 31% respectively. The use of public space in short-term art form not only had low operating costs, but also earned rent income based on the advantages of crowd aggregation.

Rui Yide has made statistics on the public space area of 42 key cities in China. About 195 thousand square meters of public space can be utilized, and the potential rental income has reached 7 billion 120 million yuan / year.

It is reported that the art market rental income is not bad, higher than the shopping center first floor rent 2~3 times.

The Art Fair has also created brand promotion and product display opportunities for the relevant businesses of shopping centers. It has also become one of the favorite promotion platforms for businesses while obtaining double rental income.

"Besides the rent, the art exhibition has also led to a huge flow of people.

What is needed most is so many physical store pformation experience, it is only to fight against the electricity supplier and attract the crowd. Then the art exhibition can attract the crowd. The Joy City, the global port and so on often display drainage in the atrium, and have achieved great success.

Mr. Shen, a senior economist who has been engaged in retailing for many years, said.

But the rent and the flow of people are not yet.

The biggest benefit to the shopping mall is like the Disney model, with more than half of its revenue coming from derivatives.

After a number of shopping centers and experts, the reporter learned that the art display of the shopping center is mainly divided into tickets, corporate sponsorships and derivatives.

Corporate sponsorship accounts for less than 20%, and ticket sales account for less than 40%, while over 40% of revenue comes from derivatives.

"

It can be divided into the revenue of tickets, such as tickets, which not only brings benefits to shopping malls and art exhibitions, but also drives the linked commodity revenue of various categories, which is a win-win mode.

An insider revealed in joy city.

Reporters have learned that high-end brands D&G and MaxMara have launched joint products during the Monet exhibition, limited edition print dress, ranging in price from 7380 yuan to 46900 yuan.

RE perfume introduced Van Kochan's "eternal sunflower" perfume and "cat's sky city" during the period of Van Kochan, and Van Kochan launched a 18 yuan "Star" film three-dimensional card.