Small Body Size, Energy, Secret, 1234Space Business Operation "Evolution Theory"

In the East Gate Business District of Luohu, Shenzhen, 1234space has been regarded as the "magic presence" in the industry. In the 10 thousand commercial area, there is no supermarket and department store format support, combined with a "retail + dining + Bookstore + life service" format, and for 6 years to maintain excellent business performance:

2018 average monthly retail sales 3000+;

　 In 2018, 1234space had a turnover of nearly 500 million and a passenger volume of 25 million 860 thousand.

During the 6 years since its opening, 1234space sales and passenger traffic have maintained double-digit growth.

This is still a remarkable achievement in the Dongmen business circle, which is placed in shopping malls. What kind of logic does 1234space contain behind it? From "young fashion lifestyle Pavilion" to "fashionable and exquisite living hall", how does 1234space format and brand combination revolve around new project positioning? Today's 1234space has become a fashionable and exquisite lifestyle home in the consumer's mind. Its business logic is worth learning and learning from. It can be said that if we comb the course of 1234space's six years' adjustment and transformation, it is already a small volume volume business transformation "textbook".

01 reshaping consumers' sensory experience from building facade to interior space transformation

1234space is located in the East Gate Business District of Luohu, Shenzhen. The top of the Laojie Station is nearly 8 passengers per day. How to introduce passenger flow into shopping malls and make people willing to stay here? It is the first consideration of the project operators, and it is also one of the operational skills of 1234space.

The media noted that in order to attract the attention of passers-by, 1234space has made great efforts in subway drainage, project entry and interior space design.

Multi entry drainage to achieve fast touch of consumers

1234space belongs to the property on the top of the subway. It has the benefits of "double subway" on line 1 and line 3. The project fully takes advantage of this advantage. It sets up three subway export direct access projects, including D, E and H, with multiple subway connections seamlessly connecting the subway passenger flow.

In addition, the project takes full advantage of the surrounding traffic environment, such as bus stops, urban main roads, etc., and sets up four ground entries in four directions of the East, West and North, which contribute to the import of the passenger flow.

On the whole, the project makes full use of all the entrances and exits space, makes adequate drainage design, reduces the dead line, attracts the attention of the passers-by, and makes the customer contact more effective.

The fashionable and creative facade design attracts consumers' eyeballs.

Apart from setting multiple entries, the design of facade is also a highlight. Based on the building itself is a box shaped building form, 1234space focuses on two facades near Jiefang Road and Dongmen pedestrian street.

Among them, the facade on the side of Jiefang Road uses the glass curtain wall of the silhouette art effect, highlighting the characteristics of the project being young, open and transparent. On the one side of the pedestrian street, through the clipping effect of the giant LED display and the dynamic fashion, it will not only make the project display surface larger, attract customers' eyeballs, but also directly enhance the brand image of the fashion trend of the project.

In addition, in the facade design, there is also a "1234" shopping mall logo with the idea of mathematical graphic design, which combines the gorgeous and fashionable floodlighting effect for visual presentation at night. It has both a fashion sense and a personalized display.

Back line, cross layer direct elevator, back desk design to stimulate commercial space value

As a stock business transformation project, 1234space is limited by its original architectural form, and how to make rational route planning reflects the other side of the project philosophy of operation.

The media noticed that the shopping mall in the L2 layer to the L5 layer uses the square back line, and the shops spread around the atrium, which helps to make each brand's display surface stronger, so that consumers can notice every shop and achieve effective drainage.

The middle atrium of each layer is designed by the escalator to form a layer by layer upward and gradual retreat design. The shopping mall has good visibility and spacious sense of space, and it is also another highlight of project space design. 1234space, with its unique retreat design, promotes customers' shopping and consumption feelings and creates new heights of regional quality, fashion and fashion consumption.

On the vertical line, 1234space not only designs two way escalators parallel to the atrium, but also L2 to L4 layers, which also designs cross story direct elevators to enhance the ride comfort and comfort of the project.

Public area space integrates more functions to bring better life experience to consumers.

Nowadays, the role of public space in shopping malls has become more diverse. It can be a traffic diversion node. When planning marketing activities, it also has the plasticity of "hundred changes".

In the public space design of shopping malls, 1234space creates a high sharing space in L4, not only as a better window for the display of famous brand images, but also a natural harbor for art exhibitions, exhibition of Mei Chen, preferential sales promotion, new product release, brand promotion and other marketing activities. At the same time, this space is located in Starbucks (the Starbucks with a higher floor in Shenzhen), which enriches consumers' visual experience and life experience.

In addition, the floor area of the public area of the shopping mall is mainly based on the warm colors. The white floor is chosen. The dark brown wooden floor is selected in the surrounding atrium, escalator transitional area and the brand merchants' area. It is not only a gentle and exquisite interpretation, but also makes the partition of the mall building more obvious.

From the drainage of the main entrance of the transportation, the facade design of the shopping mall and the construction of the moving line and the public space, 1234space always puts the consumer experience in the first place from the consumption scenario, thus turning the "passer" into "the customer".

02 format, brand innovation, and build a new business consumption ecosystem.

Among the more than 28 million basic customers, 1234space focuses on the fashion trend of students, young white-collar workers and hotel guests, and extends to the young working-class and business travellers outside Luohu, and builds the "young tide shopping experience platform". By introducing many fashionable, exquisite and young brands to the project itself, it adds more connotations to the project itself, making shopping not only simple but also the pursuit of life style and taste.

Clothing, catering and other multi-dimensional adjustment to shape differentiation.

Unlike the traditional department stores and shopping malls in the area, at the beginning of the planning, 1234space defined its core customer group, finalized the positioning of the "experiential tide fashion lifestyle Pavilion", and continued to adjust and upgrade the format brand, so as to maintain sustained competitive advantage.

Fashion brand

It is reported that the project has introduced nearly 100 brands in the operating area of only 10 thousand square meters. Among them, the retail format is an important attraction for 1234space, and it is also the focus of project upgrading. Over the past few years, 1234space has been upgrading its retail formats, including fashion, fashion accessories, beauty and other formats.

For example, in the B1 layer, we introduce charles&keith, cool Lok Chao, and the L1 layer introduces the US tide brand Air Jordan, clover, BOY, FILA, MONKI, etc., plus the original H&M and Gap of the project to form a strong brand radiation force, so as to enhance the quality and fashion of the clothing brand combination.

The presence of beauty brands Mac, Maybelline, Innisfree, Avene, An Runshi and RE is also following the same train of thought, which is not only a supplement to the format, but also an important means to improve the sales volume of the store.

Food brand becomes "magic weapon of popularity"

The characteristic restaurant brand has always been an important magic weapon for gathering people in the mall. 1234space has long been aware of this trend. Since its opening, 1234space has continuously introduced green tea, Cui Hua restaurant, fat brothers, Han Na Shan, four seasons Coconut Grove, fish exploration and so on, and many of these brands have been introduced into Luohu by 1234space.

In order to continue to enrich the catering category, 1234space project has introduced hi tea and YO. Tea, Yao pickled fish and so on. The flow of food and beverage brand leads to the consumption relevance between other brands, so that the catering can carry a fresh and diversified life experience. For young consumers to create high-quality, stylish dining room for social interaction. According to the project side, the performance of green tea, fish and tea restaurants is even better among all the stores in the country.

Grasp the "first store economy" to achieve breakthroughs in flow and differentiation

In addition to introducing the popular brand of Internet, 1234space also relies on its strong absorption and operational capabilities to constantly adjust its brand and grasp the "first store economy".

Since its opening, it has been introduced:

Shenzhen's first store, such as: Cui Hua restaurant, Air Jordan, charles&keith, SLY, JINS, Reshake, JDV and other popular restaurants and retail brands;

Fast fashion brand H&M flagship store;

Hi tea, tea, GAP, cool Lok Chao, NOME, hippocampus, RE fragrance room, Fun, An Runshi, JINS and other first entered the Luohu brand;

1234space is well versed in the importance of adjusting and innovating the format, relying on the first store mode to create the attraction of hunting and striking cards for consumers, so as to achieve breakthroughs in flow and differentiation and enhance market influence.

Optimize the layout of commercial space and lead the trend of fine life.

Under the restriction of its own hardware conditions, how to enhance the operation efficiency under the condition of ensuring the brand richness, 1234space chooses to spend some thoughts on the floor planning. The L2-L5 layer store distribution design is the outer ring side shop and the inner circle central island. This design can effectively save space, reduce the occlusion, make the visibility of the periphery more transparent, and make the shopping malls utilization rate larger.

For example, the outer layer of L5 is the main store of restaurants such as Cui Hua restaurant, green tea, Han Na Shan, exploring fish, four seasons coconut forest, and Sisyphus bookstore.

The inner ring of the L4 layer is set up as the accessories and digital electronic products, the outside is catering, sports and fitness formats, etc. the L2/L3 layer reduces the area of each shop, and the central island has added more small berths, mainly footwear leather, cosmetics, skin care, beauty pupil glasses and jewelry accessories. Besides, the L2-L4 layer has tea desserts on each floor, while the outer ring is the main store.

By reducing the area unrelated to shopping experience, 1234space can not only increase the brand's richness, but also enhance the operation efficiency of individual merchants, which is worth learning from.

In addition to the innovation in business space, 1234space will also make suggestions for upgrading the brand in operation. For example, this year, the brand that has completed the refurbish, such as cool Lok Chao, Innisfree and so on, will greet consumers with a new and fashionable look, highlighting the youth and trend of the project.

03 marketing activities and innovation of the service of members and the establishment of emotional resonance with consumers.

Nowadays, commercial space is becoming a carrier to shape people's good memories. With the demand of consumers, the consumption of materials has gradually shifted from material consumption to spiritual consumption. How can business projects establish deep emotional resonance with consumers? Marketing activities and membership services are good choices.

Marketing activity tide upgrades and builds "one home" memory

In the past 6 years, based on the full customer survey, 1234space has launched a series of marketing activities around the "young", "fashion" and "fashion" elements through holiday marketing, hot events and business linkage. A series of activities such as FUN aircraft competition, food festival, anniversary celebration, campus model competition, hip hop competition and other activities have been organized to increase consumer's memory and sticky interaction.

Taking the "FUN aircraft competition" launched by the mall in May 2019 as an example, it is different from the single discount activities in Dongmen business circle. 1234space takes paper airplanes as the carrier of activities, and displays the connotation of the activities of tide playing, entertainment and individuality in the form of decorating, artistic creation, interesting events, online interaction and the promotion of competition system in the activity room.

Thematic activities are also one of the important marketing tools of the project. At the beginning of its business, 1234space took the theme of "youth fashion" as the theme, and started with three aspects: eating, drinking, playing and buying. Through the development of street dance competition, campus model competition and singer competition, and other colleges and universities in Shenzhen linkage, narrowing the distance between young group and the project, and match the young vitality of the project.

In the 5th anniversary celebration period, the project combines the characteristics of young fashion customers in the commercial circle, and takes advantage of the "pink" color system as the main trend of the INS. Through the creation of the five major themes, such as the Millennium Queen's exclusive, Millennial goblin exclusive, Millennial girls' exclusive and millennial exclusive, etc., and together with more than ten brands of merchants to launch the discount activities such as buying super value group tickets, 10000 gift courtesy, capricious delivery and free cash coupons, 1234space not only gives the real benefits to consumers, but also constantly tries to increase the interaction with consumers, which brings topic and passenger flow to shopping centers.

In 2018, during the Christmas season, the project jointly downloaded over 200 million of the hot expression pack "Meng Li star" to create a fun scene. It is worth mentioning that the scene also held the "children's chorus of Teana", creating a thick and warm Christmas Day atmosphere, attracting a large number of consumers' attention.

In the future, 1234space will focus on the "Chao" elements, create more interesting, fun, low threshold, tonal brand activities to attract consumers, provide young people with exclusive, fashion, fashion and social exclusive gathering place, at the same time, enhance customers' sense of substitution and interaction, and establish a good reputation among consumers.

In addition, the mall also launched a series of activities aimed at members from the daily experience of members, such as "member day - Limited tide boxing draw". Members can get limited money, net red money and special brand push products through lottery, so as to enhance customer stickiness and achieve customer drainage.

Optimizing the experience of member service, displaying the details and displaying the humanization.

1234space embarks from the daily experience of members, revolves around the various circles of customers, deeply humanizes services, and constantly optimizes details, striving to provide consumers with more comprehensive and comprehensive services, such as providing Queuing service for guests, skin care and beauty service, holding member salon activities, etc., as well as thoughtful gift packaging, rental chargeable treasure, birthday gift, emergency medicine, free WiFi... It means that every customer who enters 1234space can enjoy the intimate service at home.

Using new technology to achieve consumer behavior preferences for precision marketing

In the aspect of new technology application, the project also analyzes the consumption preferences and behavior habits of members through the use of CRM system, and combines the comprehensive coverage of shopping center WIFI network and colorful marketing interaction, VIP experience and other linkage services, and sends the discount to the most demanding people in real time. Combined with the habit of consumers using mobile phones, WeChat and Alipay members' dual channel marketing is used to attract effective customers to the integral mall and achieve the purpose of selling goods.

Visual VI System Innovation Upgrading and consumers' emotional cognition

The common point of commercial design and artistic experience is to share the law of beauty. It seems that it is logical to build a highly recognizable brand VI around this rule.

Since 2013, 1234space has been constantly upgrading the brand VI. 1234space combines various current events such as the college entrance examination, the black hole photo event and the May 1 golden week to launch a series of new visual VI systems that are in line with their positioning, and further export their young, fashionable and fashionable brand images to form emotional recognition in the consumer's memory.

With its positioning, 1234space constantly makes changes in formats, space, marketing and services, catering to and even leading the new consumption trend of the Dongmen business circle, releasing huge commercial potential and giving industry thought and inspiration.

Conclusion:

On the whole, as a small volume commercial project, 1234space has been able to stand firmly in the East Gate business circle and operate well for 6 years. It has become a representative project leading to the upgrading of Dongmen quality business. It can not be separated from the inherent advantages of the right place and the right people. But the more important thing is the accurate positioning of the project, the personalized product creation, the rich and diverse brand combination and the late fine operation. These factors are the differences of the project.

1234space not only contributed to the transformation and development of Dongmen business circle, but also provided a reference model for the commercial transformation of commercial real estate. In the future, 1234space will continue to improve and optimize itself, keep pace with the trend of fashion, increase the proportion of fashion and fashion brands, and strive to create new experiential shopping places, bringing more business surprises to consumers, and the media will continue to pay attention to it.