Nowadays, block-style shopping malls have begun to quietly become popular. From Taikoo Li in Sanlitun, Beijing, Ocean Taikoo Li in Chengdu, to Xintiandi in Shanghai, these block-style shopping malls not only carry the commercial attributes of traditional box malls such as eating, drinking and having fun, but also pioneer through landscape design, scene creation and IP presets, making the block out of the circle, and even becoming one of the city's Internet celebrity attractions and urban labels.
The logic of the rise of block-style shopping malls
The popularity code of block-style shopping malls is not complicated, it has an inherent consumption conversion logic.
First of all, since the beginning of retail business in China, it has been appearing in front of the public as the box mall image of "department store". However, after decades of development, in today's continuous development of business forms, this stereotype needs to be broken, and consumers will subconsciously have the need for fresher business forms. So the block-style shopping mall has completed such a mission. It voluntarily gave up the "high" of business and began to make articles on "wide".
Secondly, the rise of block-style shopping malls has also been promoted by the epidemic in the past two years. Under the sudden threat of the epidemic, the closed box mall has become a relatively unsafe space, at least to give people psychological uneasiness and alienation, which directly led to a geometric decrease in the popularity of block-style shopping malls.
Third, the box mall is the rise of people's material resources and living standards are not very sufficient, especially when the urbanization is not high, the highest and most dazzling building in a city, often the city's shopping mall, making people flock to it. However, with the increasing degree of urbanization in China, the focus of urban buildings has gradually become office buildings, stadiums and other label buildings. At the same time, more and more consumers live and work in high-rise buildings for a long time, and they have emotional needs to be liberated from the city in their hearts, and the favor of the same reinforced concrete box mall is gradually weakening.
Box mall counterattack
However, in the face of the threat of block-style shopping malls, Box Mall did not sit still, but made many positive changes to take the initiative to respond.
Among them, in the view of many box malls, the block scene is not exclusive to the block-style shopping mall. Although the box mall does not have natural architectural advantages, it can still use the rational use of internal space and creative design to move the block scene into the box, so as to build its own unique consumer experience, so that consumers can also appreciate different commercial styles in the box mall.
Such changes also make some box malls have a dislocation advantage in the competition with block-style shopping malls and traditional box malls, avoiding homogeneous evolution while forming a diversified and meticulous business pattern.
There are also many unique cases emerging.
No need to leave the city, this is the far side
On October 1, 2019, this youshan cultural tourism town located in Hongqi Street, the most prosperous commercial district in Changchun City, Jilin Province, opened. The predecessor of this mountain is an old factory area of about 70,000 square meters, and after being transformed into a shopping mall, it has become not only a comprehensive commercial project integrating eating, drinking and living. Since its opening, it has continued to cause a sensation and has quickly become an upgrade model for a phenomenal new box mall.
From the outside, this mountain does not have too obvious brilliance. All the most essential designs are in the box.
In order to meet the desire of urban people to return to nature, the mountain design team put forward the slogan of "no need to leave the city, here is far away", and firmly grasped the theme of "mountain", using the two keywords of hillside and cave for architectural design, and after moving mountains, mountains and mountain views into high-rise buildings, a unique indoor hill landscape was formed, and elements such as stone steps, caves, mountains, and pavilions could be seen everywhere. At the same time, we will strive to create a commercial retail store with very strong characteristics of the small town at the foot of the mountain, bringing consumers a new shopping experience.
Once you enter this mountain, you will set up a "cave square" in front of you, which belongs to the flat layer at the foot of the mountain, which can allow people to slowly enjoy the fun of visiting the town.
Then you can continue to climb the mountain and go to the middle and upper floors to enjoy the more youthful commercial services of video games, cat cafes, escape rooms, and ancient shops. In addition, daily entertainment leisure, snack streets, carnivals, party meals, cinemas and life consumption can not be less. This mountain even plans an inn service for consumers to spend on accommodation after playing.
In addition to the completeness of the consumption format, this mountain has worked hard to create a hilly net red attraction, and there is a core landscape "Ask Toad Pavilion" at the peak of the mountain, where consumption can enjoy the panorama of this mountain, and the huge human head sculpture next to the Toad Pavilion has also become a punch card memorial place after consumers climb the commanding heights.
As a successful attraction design, the annual ticket revenue alone reached about 5 million. Another attraction is the Hope Mountain Pavilion, which is opposite to the Toad Pavilion, which is an area for consumers to rest and offers panoramic views of the entire hillside.
You can see, you can eat, you can shop, you can take pictures, you can also watch performances, taste wine, do handicrafts, and just like that, a 4A-class hill scenic spot in the box quickly comes out of the circle.
City bazaars, there are cities and rivers and lakes
On July 10, 2021, Raffles City Shanghai North Bund opened. This box mall, known as "Raffles City 3.0", has really been in the circle of friends of Shanghainese after opening.
This is thanks to the city bazaar located on the B2 floor. This indoor block with the theme of "Reunion and Memory of Shanghai in the 90s" restores the original size of the old Shanghai alley in the 1990s, making the city fireworks seem to return to Shanghai, evoking a large wave of memories.
In 2022, the TV series "Blossoms" directed by Wong Kar-wai will be launched, which tells the story of a business legend left by the sons and daughters of Shanghai Lane Chao, represented by Ah Bao, in the early 1990s. It is understood that the designer of Raffles City Bazaar on the North Bund even invited the "Blossoms" crew to guide, collected a large number of old objects left by residents, and the scene design even reached the level of the TV series.
Shortly thereafter, Ruihong Tiandi Sun Palace created a Sun Palace martial arts market with the theme of "Jianghu". Entering the market, the ears reverberate with the "Difficult Scripture" of the theme song of the 97 "Tianlong Babu", and what you see in front of you is Wei Xiaobao, who wears a tiger head hat, sitting on a high stool, and the charter wife holding a cigarette and staring at you upstairs with a cigarette and opening the window...
In addition to the "jianghu" of the scene, in the market we can also find snacks such as stinky tofu and scallion oil cakes, and restaurants such as Fanjia Goldfish Lane Tavern and Wujiang Road Dim Sum Shop are also full of "martial arts taste".
In addition, of the more than 300 brands that have successively appeared here, 30% are the first stores in Shanghai, 40% are the first stores in North Shanghai, and 70% are the first stores in Hongkou. As another unique commercial flagship of the North Bund, after the opening of the Ruihong Tiandi Sun Palace, it has also attracted citizens from the surrounding and outer areas to come and enjoy a different consumption experience.
Old Beijing, that's the taste
Beijing Wangfujing Department Store has always been known as the "first store in New China", such a long-established box mall, under the development of the new economic situation, also pay attention to the change of innovation and creativity. In 2019, the Wangfujing Department Store and the Beijing flagship store of Pingpu Bureau quickly became a new Internet celebrity punch card, attracting many Beijingers to come here to find the "old Beijing memory", creating another benchmark model of the "nostalgic" new consumption scene.
When consumers enter the peace bureau, it is as if they have returned to the streets of Beijing more than 50 years ago, and a strong sense of age has come to them. Old photos of the photo studio, the counter of the persuasion field, the Dongfeng 1957 train, the 28 bicycle and other old Beijing elements are displayed here, and the 2400 square meters of space is full of immersive experience space, so that the life of old Beijing is vividly restored and reproduced.
Of course, snacks in old Beijing are essential. The old Beijing snacks of Peace Snack Street are accompanied by wooden tables, wooden chairs, wooden plates and wooden bowls, which are full of ritual. The shouting and selling of old Beijing makes people "Ye Qing Hui" for a second. There are also calligraphy seal carvings, sugar blowers, palm weaving, shadow puppets and other traditional arts in old Beijing, all appearing, attracting many tourists to stop and watch. Under the repeated bombardment of scenes such as the narrow alleys of daqing bricks, honeycomb coal, and small horses, it is difficult not to revel in them.
Through the collision of the block scene and the traditional box mall, Heping Bureau has created an indoor block integrating Beijing flavor and culture, successfully integrating culture, commerce and even tourism, giving new scenes and new formats to the Wangfujing Department Store Building, and the Heping Bureau has become a very successful urban renewal project for cultural and commercial tourism.
Peach blossom garden in the city
On March 26, 2022, The Taohuayuan, a large-scale immersive theme commercial space of Guofeng created by Beijing Drama Culture, was officially opened on the 5th floor of R&F Plaza in Beijing's East Third Ring Road. The drama peach blossom source covers an area of more than 4,000 square meters, and there are 1381 ancient style props scattered throughout the scene.
With the well-known Tao Yuanming's Taohuayuan as the design background, the film and television-level block set jointly created by the drama culture team and the well-known film and television artist team tells that a beautiful peach blossom town has moved to the box mall.
Here, there are streets that run through strangers, Taoyuan buildings with clear priorities and priorities, towering peach blossom trees in the center, and the Men's Medical Hall that carries memories. The drama taohuayuan not only has immersive space, but also hires live actors to perform plot interpretation and offline games. The brand storefronts that are stationed in the "Drama Essence Peach Blossom Garden" will be uniformly transformed, and live NPCs that conform to the plot will be set up in or around the store, and consumers will be immersed in specific plot developments.
There are also various ancient style snack shops such as Fuhua Zhai and Jing Thirteen Drink Shop to bring authentic and delicious snacks, and all kinds of national tide handmade, star peripherals, eating, drinking and having fun are also readily available, so that everyone can participate in the "national style" game while eating and shopping, so as to create a new form of immersive retail.
Never thought the desert could be visited
In the American casino city of Las Vegas, another shopping mall that can provide customers with desert consumption style - Las Vegas Desert Passage Shopping Center. It is located in the Nevada Mall on the commercial street of Las Vegas and has an area of 44,000 square meters.
Designed along the Mediterranean Spice Route, Desert Passage Shopping Centres start with a dream journey from Morocco, through the desert metropolis and finally to India. The shopping mall is architecturally oriented to the theme of adventure, showing the Arabian desert style. At the top of the shopping mall is an artificial canopy that changes the sky according to the real time, making consumers truly feel like they are outdoors. There are even indoor thunderstorms that allow consumers to feel the impermanence of the weather.
In the shopping mall, there are also large-scale theaters that provide performing arts activities, and there are also street performers in a certain corner who perform acrobatics, belly dancing or other street arts for free, and a wealth of entertainment activities allow consumers to enjoy audiovisual aesthetics.
In addition to play, the consumption format is also colorful, the shopping mall has 140 stores and 15 restaurants, mainly in the high-end consumption format ratio also shows the high-end positioning in shopping. Among them, clothing, boutiques and jewelry are the most important commercial formats, taking into account a variety of commercial formats such as footwear, catering, beauty, household goods and fine arts/collectibles.
History in the Ramen Museum
The Shin-Yokohama Ramen Museum is a nostalgic ramen theme park that truly recreates the style of Shimomachi (Ichii) from the 1955s to the 1965s. Although on the surface, the main display point is ramen with flavors from all over Japan, but because of the unique design and innovative concept of the ramen museum, it mirrors the "Shitamachi" district of Tokyo after the 1950s, making the perfect combination of business and humanistic sentiment here, forming a unique cultural landmark.
The Yokohama Ramen Museum is located in the downtown area of Minato-ku, Yokohama City, and from the outside, there is a large bowl of ramen in front of the main entrance of the museum, and chopsticks can be moved up and down, which is very interesting. In addition, there is nothing unique, but there will be a strong visual contrast after entering.
On the first floor of the museum, there is an introduction to the history and culture of ramen, how ramen was introduced to Japan from China, how it developed in Japan, the emergence of fast food ramen, and other knowledge, as well as interesting knowledge of various types of noodles, soups, bowls, and methods of making noodles.
The highlight of the museum is the first and second basement floors, which were restored in 1958 in the "Shitamachi" area of central Tokyo. This year, a unique food for Japan was born, that is, instant noodles, and street noodle restaurants have also sprung up.
At the Ramen Museum, the dilapidated small buildings with gray cement walls, coupled with a variety of somewhat worn signs hanging, as well as old movie posters, detective office signs, balconies for drying clothes, old telephone booths, small post offices, grocery stores selling toys and snacks, etc., all kinds of real and careful details, little by little, restore the street appearance of the old Japanese city, full of a "nostalgic" atmosphere. The staff here also dress up as policemen, postmen and other different roles, which is very contemporary.
The Yokohama Ramen Museum is both a specialty restaurant and a unique cultural landmark of the city. It truly shows the "time memory" of the city in a specific period, carries the historical images of modern people, attracts people to stop with real emotional performance, and plays a leading role in consumption, creating a distinct urban IP.
epilogue
The box mall creates a block scene, compared to the real block shopping mall, although it is slightly deliberate, but under the fine play, it has more possibilities. For example, due to the lack of weather restrictions, the block business operation within the box mall has a higher degree of freedom and durability. Moreover, the box mall is mostly in the city center, which is closer to the linear distance of consumers, and has the advantage of distance than most block-type shopping malls.
Therefore, under the advantages of each other, the box mall and the block-type shopping center should stagger the scene content, avoid homogeneous competition, and achieve common commercial development.
Of course, the most important thing is to speculate on consumer psychology. Under careful investigation, the scene has always been in the minds of consumers, and we just reproduce the beautiful scene in the hearts of consumers, which is in line with people's psychological imagination, that is, success.
Article Source: And Bridge Agency
Characteristic Real Estate Zhuge Liang- Horse China, more than 20 years of professional, dedicated, focused for the transformation of real estate enterprises in cities and counties into characteristic towns, commercial real estate & industrial real estate projects to provide full nanny menu services:
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