The competition for Gen Z's consumption power occurs not only between different brands and categories, but also between the virtual world and the real world, online channels and physical commerce.
In the face of Generation Z, known as the "Internet natives", online channels seem to have a natural advantage, coupled with the rapid development of digital technology and the rise of the meta-universe boom, in the transformation of China's retail industry from a service economy to an experiential economy, online channels are keenly and efficiently innovating their own content, services and profit models.
But the physical retail space is not doomed to lose this battle.
Under the background of the overall recovery of the retail industry in the post-epidemic era, there will be 545 newly opened commercial projects in the country in 2021, with a volume of more than 47 million square meters, and by the end of 2021, the number of shopping malls in the country has reached 5387, with a volume of 475 million square meters. Over the past two years, WWD China has observed "the evolution of large shopping malls into leisure shopping theme parks", "old factories have become the new façade of physical retail", "airport stores have opened up more space for luxury sales", "physical retail industry has captured the leftovers of the new year with creative experiences"... How attractive are these innovative practices of brick-and-mortar retail to Gen Z? What content, services and experiences does a large mall have to offer to immerse themselves in it and become loyal consumers?
With this question in mind, WWD China and Z by HardCandy opened this issue of Generation Z Labs. WWD China asks: What is attracting Gen Z to the "this one" mall?
Here's what Z by HardCandy answered through a survey and interview with 3,000 Gen Z.
Immersive space
Create a consistent overall themed atmosphere through the environment, content, and services, where people can be in a place that achieves a state of "forgetfulness" and enriches the experience.
Represents the location
Beijing SKP-S: Built a "Mars" in the mall.
TX Huaihai | Youth Force Center: shopping, punching, and entertainment in one.
Guangzhou YCC! Tianyi: The first curatorial business person in South China.
Shanghai XC273: Diversified fashion aesthetics.
New City Well Fireworks
Those places that can recreate the stories and human touches of Chinese memory, so that Gen Z can empathize with the life experience of their parents.
Changsha Wenheyou: Let urban memory and food merge.
Yuyuan Road: Save old Shanghai feel.
The future field of science and technology
A place where one can reasonably assume that you are shopping in the 22nd century.
Guangzhou K11: AI technology is everywhere.
Urban Bazaar
It allows people to find all kinds of places that are not just needed but must have good things.
MAMAFUFU: The first good grocery market in the magic capital.
Hao Market: There are good goods from 24 countries and regions around the world.
In a survey of 3,000 Gen Z conducted by Z by HardCandy, all four of the above mall features received double-digit selection rates, the most popular of which was "immersive space".
"Young Business" Popular Preference Questionnaire Poll Poll Results
Dorne Stone: Generation Z founder of a research community focused on "fashion and technology"
(City pyrotechnic gas)
The most attractive point for me to shop offline is creativity, atmosphere and connection. We are gradually losing the freedom of sight, and the various advertising spaces on the e-commerce platform are almost all bought out by large groups, and no matter how you choose the brand, it will fall into the same pocket. Some offline creative markets often give people a bright eye, such as the underground market of Fanji, Savvy market, etc. The atmosphere of subcultural, reluctant, rebellious creatives coming together, and the authentic connection offline is a very interesting experience. For example, at that time, there were some subcultural bloggers in the market of Fanji, like butterfly princesses and post-Soviet boys, who also had their own "stalls", and there would be a kind of happiness similar to "chasing stars" and "dreams come true", which made me think it was quite interesting.
Joker: Master of Fine Arts from Peking University, post-90s theater producer
(Immersive aesthetics, sense of technology pulled full)
What appealed to me was that a device was particularly interesting, could have interactions, find it interesting and then want to experience it myself. Then there's the interactivity, which enhances my sense of experience. Not only is it a shopping action here, I can also have the senses or pleasure to get, which is the offline store that I would prefer to go to.
Another kind of offline store that will attract me is to reflect my integrity, in the space creation of the store, he will have a better sense of integrity or design, for example, it is a theme or some small design inspiration, he may create a concept of space, and then I will want to play, to experience it, because doing theater space is also very important to us, then I want to see what his space feels like in the creation. Whether it is really like he said, it is a pilgrimage place, and then there is a relationship with people in the whole space, the relationship with goods, and the interaction with myself, I think this angle may be more related to my profession, to see how others are doing, you can stimulate your own creativity, similar to this point.
Elvin Zeyi: Fashion self-media blogger
(Immersive aesthetics, city pyrotechnics)
There are stories that attract me the most, not so much as going shopping as experiencing. I like to go to the commercial district where the old houses have been renovated, and I can see both the context of the moment and the story of the history behind it. Or maybe there's a certain theme mall I'm going to and immerse myself in. Not only to buy for the sake of buying, so that you don't get tired (after all, shopping is a manual job...). ）。
Chuck: Post-00s college students bravely be their own young generation Drama Queen
(Bazaar Efficiency Pie City Well Pyrotechnic Gas)
The all-encompassing shop style is what appeals to me. Shopping is not only for the sake of bizarre exhibitions, internet celebrity shop punch cards or shows in a club - just like the lyrics of a song " You get ready, you get all dressed up to go nowhere in particular " Long hair or short hair, with makeup or plain face, you are hugging your loved ones with the truest smile. If there's one thing that appeals to me the most, it's that shopping and bungee bungee can be seamlessly interspersed. Punching in the major tide cards during the day 24 sets of look is not the same, and late at night, also here, you can transform into a drama queen of several nightclubs (of course, the premise is to carefully create your own whole set of shapes) Its day and night transition is reminiscent of the multi-habitat chameleon lizard, it is difficult to say that any urban beauty will refuse such an inclusive habitat.
Peter Pan: Hard candy youth manager, a child caught between fashion and nature
(Choose all four!) ）
Personally, I actually like all four genres - but it also depends on the specific style and theme!
In our second installment of Z Lab (spoilers), one of my interviewers gave me this answer to "brand rejuvenation": "All we have to do is be good for ourselves and our products." We have a product that both 15-year-olds and 80-year-olds love. In some market outlets, we will always see the exploration and attempt of the outlet, and the Generation Z, as the generation growing up in the torrent of information, is more pursuing independent personality and true and sincere expression. Whether it is "immersive aesthetics", "city pyrotechnics", "full sense of technology" or "market efficiency", they should have their own self-persistence and sincerity to become an "experience" and connect and empathize with the experiencer.
Generation Z is not only a generation, but also a change in spiritual needs in the context of an era - this gives offline business an outlet, but also the opportunity to transmit its own spirit.
The increasing demand and emphasis on real-life experiences has led Gen Z consumers to be called the "Experiential Generation." In order to win the favor of the "experience generation", comprehensive commercial bodies, shopping malls, urban transformation spaces, new consumer blocks, etc., all need to be done in terms of location selection, space design creativity, content and service settings, atmosphere creation, etc.
The futurist Toffler once said that fantasies, dreams, and prophecies are needed today more than ever. Digital media technology, lighting design, light and shadow curation, AI technology, activating architecture, renewing communities, and reshaping the symbiotic relationship between urban architecture and urban life have all spawned more variants for the new "young business".
"Young business" is no longer a simple IP building, branding, PR, young business is redefining the new posture of business. Whether it can become a mainstream ability accepted by the new generation, even if it shows a marginal posture, can make young people willing to follow you. Perhaps the cool, interesting and different nature of young business is becoming a mainstream model of ability in an increasingly marginal posture. The commercial variants of the new generation are determined by the permission of young people and are determined by the discourse system architecture of the new generation.
"There must be some kind of fire within you that can distinguish you from other people." At the end, I would like to send this sentence from Coetzee to everyone and the more diverse and interesting "young business" variants. The rules of business are being redefined by a new generation.
Written by Elvin Lightning
Edited by Elvin Lightning
Typeset Elvin Lightning Pictures Network