Under the wave of globalization, the new business era has developed rapidly, but also accelerated the extension of the homogenization phenomenon in the field, coupled with the impact of the epidemic in recent years, the development of consumer mentality and business space are stirring on the ever-changing environment vessel. And how does the commercial space stand out on this battlefield without smoke? Creating trendy, distinctive symbols has become a recognized "way out".
Every inclusive and open city attracts creatives from all over the world and then guides the development of multiculturalism and space. The distinctive new commercial space symbols they have constructed are one of the important elements that shape the city's face.
This time, we interviewed six young people who understand the most, cast the "behind-the-scenes drivers" of the hot new commercial space, and talked about how they created the "city symbol" in the environment of endless commercial space.
Conversation with Chen Jiaqiang:
Catering can also be made into a "tide brand universe" where young people are willing to show-OFF
The fixed dishes and decoration styles of traditional tea restaurants no longer make contemporary consumers shine.
"For young people growing up in the era of mobile Internet, taking photos and punching cards has become a social currency. A tea restaurant that can provide such services invisibly caters to the demands of this new consumption, and at the same time implants the brand culture atmosphere into the social networks of young people invisibly. Chen Jiaqiang said frankly.
"Man Wah Ice Hall" clearly positions the main customer group as a young generation who are keen to express themselves, and they need not only "satisfaction", but also "surprise". Satisfied with the delicious and beautiful dishes, surprised in the fresh and diverse experience.
The ice hall is a relatively small and beautiful light meal, which can be more flexibly implanted with innovative trend elements, so the "Man Wah Ice Hall" incarnates as "Amin", which is a brand itself, and it can also be like the interaction between the tide brands, cross-border linkage of brands in different fields, to meet the needs of consumers "one stop and more gains".
Visually, he introduced the "OSOS Visual System (One Store One Story/One Store One Story)", which revolves around the design theme of "emotional conservation and retro fashion brand", combined with the cultural characteristics of different store areas, to create a differentiated store design.
Sincerely engage in dialogue with young people, take the tide brand, cool, fun and fresh topics as the entry point, and create different spaces, just like the "tide card" that can capture the hearts of young people, which is also what Chen Jiaqiang expects.
Conversation with Li Lingxi:
JueYuan is not only the location of the brothers.
"The Brother with the Shawl and Thorns" was a fire, and the brothers of the Greater Bay Area came to Guangzhou and brought fire to "Jueyuan 1984", but after the show was completed, it did not immediately rub the heat to harvest traffic, but chose to return to silence.
In the era of traffic, this kind of "unusual" operation is incredible, but Ms. Li Lingxi, the founder of the "Jueyuan 1984" brand and an artist who revitalizes the old building, is satisfied with it, and she has another consideration.
"Jueyuan 1984", formerly known as "Lu Garden", is an old house built in 1926, four years ago, Li Lingxi and Mr. Cui Xinji rented the whole house, at first it was positioned as a homestay, and now it is more diverse and complex, becoming a wedding venue, an outdoor studio, a pop-up market, or a more well-known variety show shooting place.
"On the basis of retaining the original architectural function, we will create some new cultural content, expecting visitors to have a stronger feeling about it, and may even be a sense of 'home' intimacy, and weaken a sense of separation between the store and the guest", although it is not large, it is also based on our observation of the consumption of the new generation. ”。 Li Lingxi planned it like this.
"It has a strong personal temperament and characteristics, vividly reflecting the aesthetics, values and lifestyle of the brand owner, to put it bluntly, it is impossible to become a brand that can be chained, and this house also has an ideal number of guests, which is not suitable for large-scale introduction." We are running it, and it is feeding back to us, just as the sun has never been able to shine in, and now we can enjoy the bath of the eyes every day and everywhere, as if we are spiritual, and we enjoy the process of giving to each other. ”
Li Lingxi understands that if she wants to maintain her ideal "poetic architecture", Jueyuan 1984 needs to abide by her principles and attitudes. After all, traffic is not its destination, the projection complex of urban culture is.
Conversation with Li Li:
In the era of humanistic consumption, we must learn to read the needs of consumers.
In the large-scale commercial metropolis, the fast pace swallows the connection between people and space, people and things, and people and people, and when consumers' decision-making and consumption habits gradually "fast food", the deeper emotional experience - human touch also begins to give way, and consumers and commercial space become a transaction without temperature.
"New consumer groups" refuse to cater to this dilemma, they try to find an outlet to relieve pressure, "small and beautiful" independent cafes, boutique boutiques, independent brand collection halls and other small commercial stores have become the focus of a new generation of consumers, they are full of the city's "capillaries", activate the city's block power, "ReMENTION" is one of them.
It is different from the industrialized commercial real estate ecology, ReMENTION is a delicate commercial micro-complex in the backstreet of Shanghai. Founder Mr. Wang Lin believes that the current consumption has begun to enter a humanistic era, business planners and operators must learn to read the needs and choices of consumers, and he hopes to create a brand with a sense of care and humanity.
The Middle Ages is a good entry point, and the sustainable environmental protection and story of the Middle Ages are in line with the requirements of young people for personalized fashion business cards. Coupled with the overall space of the "Middle Ancient Street" of Jing'an Temple Station, it follows the design language of the classical architectural style Art Deco, accurately grasps the hearts of consumers, and also reflects the accumulation of urban context.
Zhongshan Park "Zi Zi Dao" is a gathering place for a number of commercial complexes and commercial streets, it chooses oriental landscape painting as the design theme, while creating a new underground narrative immersive experience space, providing consumers with a rich shopping experience with a variety of scenes.
Brand partner Li Li said that "ReMENTION" and the brand side and the owner of the station are more like a neighborhood relationship in a community, and the residents are also different from each other, as far as possible do not cause internal conflicts, so that each store has its own personality, forming a certain recognition in the whole block. On these foundations, between people and buildings, there is an emotional pouring and heating up.
Conversation with Liu Feng:
Functional, emotional and spiritual, "breaking the game" cultural and commercial tourism industry
The beauty of architecture is often praised as "eternal". However, due to many practical problems such as maintenance and operation, historical buildings are often lost in the great wheel of time. How to establish a sustainable and benign mutual promotion between new business and old buildings?
In the practice of Ms. Liu Feng, President of Guangdong Architectural Cultural Heritage Protection Research Institute and founder of the "Xinyuan" cultural and commercial tourism brand, "Xinyuan" is gradually expanding the format layout that integrates architecture, art, history, culture and other diversified experiences, and establishing a "new cultural retro trend landmark" in the Guangzhou Western-style Building Complex.
Liu Feng said that the current hotly discussed "new business" actually refers to the model of cross-border integration as a new format and thus becoming a traffic entrance, such as the transformation of single functionality to "functionality + emotion + spiritualization", and finally creating an "immersive" experience for consumers and generating emotional resonance.
Therefore, when the team creates "Happy Encounter Dongshan", it tries to introduce the concept of light meals, open up catering spaces, create art gallery spaces, undertake different forms of exhibition activities, etc., so that old architectural landmarks can be grafted with new culture, new technology and new media, which can be transformed into a new product release place for enterprises, and can also become a fashion punching place for citizens' leisure.
At the same time, "Xinyuan" retains the traditional charm of Lingnan, and constantly digs deep into the folk customs and culture of Guangfu, combining new business concepts on the basis of traditional business to create a new landmark of "old building • new business".
Even if visitors stay for a short time, they can truly feel the history, culture and stories of Canton from the well-designed space.
Conversation with Li Li:
New businesses don't just see the needs of young people
Experiential consumption of physical space is becoming the focus of attention of new business builders. Many of the consumer groups targeted at the program revolve around young people, but according to the sixth census data, the national child population is 222 million, and the opening of the "three children" policy, etc., it proves that the "children's economy" is a major track that cannot be ignored.
Twinkle Yaotong brand co-founder, CEO Ms. Li Li said in the interview that taking into account the needs of children and parents at the same time, is the new trend of the industry, and due to the development of e-commerce, the physical space gradually carries more of the role of social gatherings, so the activity of parent-child business needs to guide the operator to pour more humanistic care into the space and create a more warm space.
In addition to the dining experience, Twinkle hopes to create a beautiful environment for children as much as possible within the scope of their ability, because children's perception of "beauty" is very strong, and they should be protected.
In terms of space design, Li Li introduced: "We will substitute for children's perspectives. Generally children are tall in the range of 1 meter to 1 meter 2, their line of sight is limited, we will arrange toys and related facilities in their convenient place, the details as far as possible to achieve excellence, such as wooden toys are made of cedar wood, it has antibacterial, bactericidal effect, children's skin is very friendly.
In addition, the needs of parents are equally important, and we create their preferred minimalist style in the soft decoration, lighting, greenery, etc. of the adult space. ”
Conversation with Ronin:
Replace the "old wine" that young people love
Hotpot is a track that is always boiling and always red hot. From the leading big guys to the emerging cutting-edge brands, from products to experiences, hot pot restaurants have gradually evolved into kaleidoscopes. However, many people in the industry also have a consensus: there is no more serious category than the homogenization of hot pot! At present, the new entrants with rapid momentum cannot avoid the "hot pot in the city" that has quickly captured the hearts of consumers.
For the "Shijing hot pot", Luo Ningwen, co-founder and content manager of the "Pingjie hot pot" and "Dakoubao" brands, made this interpretation.
Taking "Pingjie Hotpot" as an example, it is a new-style hotpot humanistic experience collection store that takes Chongqing street culture as the carrier and integrates a variety of food from the night markets in Sichuan and Chongqing. In the store, there are not only spicy hot pots with Chongqing characteristics, but also small stalls such as ice soup balls, baked bean dried amaranth skin, egg baked cakes to milk tea, fried ice, sour and spicy chicken feet, etc., with the aim of creating almost real night market food stalls. At the same time, customers can also play the tooth sacrifice first when queuing for the seat, or cooperate with the "main dish" hot pot and add personalized "side dishes", which can be said to be full of experience.
The restoration of the old Chongqing street style of "Mountain City" is the highlight of "Pingjie Hot Pot", but it does not deliberately sell feelings, on this basis, we will do some cultural visual innovations, find cultural elements that are more suitable for young people, including saying that whether it is online vision or offline services, it will establish more flexible and empathetic content, such as "old wine for new bottles" Things, the essence has not changed, but it will change the way to let the times accept the interpretation of our products, in order to truly impress them, Break out into the future in the post-pandemic era and the new wave of business.
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