"Theme Design" Is The Key To Creating "Experience" In Shopping Centers

After the advent of the commercial real estate era and the rise of the fourth generation of urban complex, shopping is no longer the main purpose of people's shopping centers. Experiential consumption has become the most popular vocabulary nowadays. How to enhance the experiential nature of shopping centers, besides the hardware conditions of the project itself, business planning, brand presence and post operational planning are indispensable.

And how to integrate these elements and let consumers participate, then "theme design" becomes another key word to create "experience" of shopping centers.

Thematic experiential shopping center: according to consumers' interests, hobbies, age, knowledge and educational background, and social roles, the shopping center is divided into a diversified consumption place with distinctive theme and unique personality. Through the combination of format and brand, the shopping center embodies the unified theme through the details of architectural design, interior decoration and shopping malls, so as to create a distinct visual and sensory impact for consumers.

Through the theme mining and marketing promotion, commodities are regarded as "props", services as "stage", the environment as a "scenery", so that customers enjoy a good experience in the shopping center business activities of integrating retail, catering and entertainment.

Domestic shopping centers are too simplistic in business mix and lack their own commercial characteristics. At present, they are basically main stores (supermarkets, department stores, cinemas, skating rink) + sub main stores (large restaurants, fast fashion) + other brand stores.

Enterprises such as Wanda, Hang Lung, Kade, Huarun and so on have formed a standardized operation mode. Although they are not simply duplicated, they are basically the same.

Through thematic layout, the theme of shopping center is only one of the strategies. The theme of shopping center can also interpret different themes and characteristics through thematic stories, landscape design, cultural temperament, and commodity services.

According to the customers in the area Shopping needs In terms of consumer psychology and regional culture, the theme of shopping center is determined according to the different schools of shopping center, and then the commercial theme is consistent in the aspects of spatial processing, environmental shaping and image design.

For shopping centers, the injection of thematic elements will undoubtedly have a positive and far-reaching impact on their long-term operation in the future.

Some shopping centers are good brands, and the overall design is good, but they are not attractive. This is rooted in the fact that consumers' shopping experience is not just about the environment of shopping malls, the brands they are stationed in, but also the deeper level. Experience service 。

For example, the shopping mall has special care for the elderly and children, whether the design of the trash can, the comfort of the bathroom design and so on are fully considered, whether the shopping mall will hold some small activities or not.

The "homogenization" crisis has intensified competition. Shopping centers have been increasing their highlights and attracting tourists through the layout of thematic features.

In addition to building innovation and display methods and increasing cultural characteristics and brand resources, some shopping centers began to develop multi level and multi subject functional complex complexes to take care of different consumers' needs.

With the fourth generation business model In the wake of the rise of shopping centers, the practice of shopping centers generally adjusted their formats, forming three leading formats of shopping, entertainment and catering, and even the proportion of various formats.

The convergence of shopping centers is the result of learning and learning from each other in the industry. It is precisely because of the "plagiarism" of competitors that it is difficult to avoid the "shopping side" pattern of today's shopping centers.