The domestic commercial market has entered the stage of quality improvement and deceleration after experiencing an accelerated outbreak era, and shopping malls have also shifted from chasing "internationalization" to the development trend of "localization" and "localization".
The diversity of humanities, customs and customs, and the vastness of nationalities and traditions have provided a steady stream of inspiration for business to a certain extent. Especially in shopping malls, which no longer appear as a "image" of shopping places, it is particularly meaningful to show the cultural characteristics of local cities.
Then, we focus on the current development status, difficulties and future trends of the "local culture" in the entire domestic market, and launch "How to use the "local culture" to release the unique commercial charm of the city? The research report is divided into three issues to focus on the content: how should we use the high-quality gene of "local culture" to establish in-depth communication with local consumers and release the unique commercial charm of the city?
Guide:
01. [Industry]: Observation on the "localization" market of urban commerce
02. [Case Article]: A classic case of "localized" business at home and abroad
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03.【Trend】:
Where is the new path of "local culture" in shopping malls?
【Keywords, popularity】
For commercial projects, the biggest fear is that there is no reason in the consumer's mind to "choose you over others". How do you get a business project to be remembered and continue to be highly followed? This has become a dilemma faced by commercial real estate people and a problem they are thinking about.
The era of scene innovation and experience gives us an inspiration and opportunity to create differentiated values, and the radiation city-level traffic displayed through local culture is an effective "communication medium" associated with the target customer group.
To a certain extent, behind the "localization" reflects the thinking and discussion of the phenomenon of commercial homogenization.
For today's "rebellious" and "fickle" consumers, especially the emerging generation of young consumers, standardized and homogeneous business means that personality is missing, featureless, and it is naturally difficult to raise interest, so commercial projects still have a lot of room for improvement in expressing the pursuit of personality and unique needs.
"China" will eventually become "international"
There are traces of going with the flow and frequently going out of the circle
In recent years, "oriental aesthetics", "county aesthetics", "dialect music" and so on in the local vocabulary frequently out of the circle, it is not difficult to find that under the trend of the return of national cultural self-confidence, fully interpret and master the "local culture" traffic password of commercial projects, not only can firmly grasp the local consumers, but also become a must-punch "scenic spot" for foreign tourists.
The rise of online commerce to a certain extent makes people pay more attention to the importance and necessity of offline social networking, and the more exquisite and exquisite "oriental aesthetics", "Unique to China", and the national self-confidence advocated by the new young generation, all the way to the exploration of localization "escort", and after experiencing a period of peak development, localization will also move towards refinement, meticulous "inner volume", to complete a new round of "cultural self-consistency".
In the future, it is the key to truly convey the theme, function, content and personalized information that the shopping mall wants to express to the customer, mainly from the localization innovation of the product or brand, and the integration of the scene into the localization two levels to think.
So, where is the new path of "local culture" in shopping malls?
"Retro Memories" themed neighborhood
It is still a local performance hit
The theme is constantly evolving, the creativity is boundless, more and more theme style blocks are frantically impacting the attention of consumers, and the return of national pride in recent years and the rise of the retro style of the national tide have really pointed out a path for the innovative interpretation of local culture.
Immersive memory scene block with scene creation, substitution interpretation, distinct theme, such themes in 60.70 consumers are life, for 80.90 is youth, post-00s, Generation Z can stimulate a sense of novelty and experience, so it has achieved this business style that is favored by old to young.
"Local culture" is business and brand
Provide opportunities for self-creation and self-expression
Integrating localized stores, creating the characteristics of "one city, one scene" and paying attention to their own locality are important magic weapons for expressing differentiation and excavating their own characteristics. Especially for big brands, preferences are rooted in local culture, and offline retail stores are a way to interpret localization and brand culture.
For example, at the Louis Vuitton LV flagship store Midosuji in Osaka, Japan, the façade of the building is inspired by sailing ships, and the concept reflects Osaka as The most important port in Japan, as a manifestation of the city's cultural "heritage".
In Chengdu Ocean Taikoo Li, two historic buildings and an open Chinese courtyard were chosen, and in conjunction with the artistic atmosphere of Taikoo Li, a huge tiger tail was created in January, attracting many people to punch in.
In June, it was replaced by a fresh and gorgeous "paper airplane" theme, and the visual effects of the full screen also caused a lot of topics.
The "Xiuhe Fang" built by Suzhou High-speed Rail Wuyue Plaza on the 6th floor has also created a precedent for the national air and waterscape commercial street. Using scene elements and memories such as black tent boats, pavilions and water pavilions, carved ancient wells, green brick tiles, and bluestone slabs, it depicts a pleasant and eye-catching scenery of water town life in Jiangnan.
Utilizing the "magnetic attraction" of localization
Create a new type of first store and flagship store matrix
For business, the localization of the brand is not to focus on consumers coming here to "buy, buy and buy", often by creating a city space with a clear demeanor and texture, attracting consumers to stop, stay and socially share here, creating localized content through the place, and then driving the flow of people through content.
For the localization of the system layout, Xicha not only emphasizes "presence" from the level of products, scenes, marketing, etc., but also amplifies the cultural characteristics of the city to a certain extent.
In the store space scene, the localization design will also be adopted according to different regions.
Wuxi Changnan Street store
Hangzhou Guoda City Square Remai Store
In 2021, Heytea will launch 18 city-limited models in 14 different cities, including Changsha Xiaobaozi Bobo Sweet Wine, Xiamen Ancient Peanut Soy Milk Bun, Guangzhou Ginger Bump milk roast sale, Guiyang Spicy Crispy Whistle Toast... Tell the story of the city with a food.
At the same time, Heytea also launched the "Inspiration Party" city flash mob, Heytea will cooperate with local bars or cafes to launch special drinks, and at the Changsha Station Inspiration Party, Heytea launched the "Orange Island Snow" special tune.
Localization is not limited to products and places
The pattern should be enlarged
Localization is not only a simple place, but also a localization of culture. The ultimate "localization" of commercial places is to become the carrier of the city's cultural creation, where you can appreciate the city's most original lifestyle and cultural wave, which represents the "living" culture, not a figurative cultural symbol, but a cultural state of growth.
In the previous industry articles and case studies, we have mentioned that like the mood and atmosphere of life of shanghai petty bourgeoisie, the social networking of "Bashi" advocated by Chengdu, and the Shibuya PARCO in Tokyo, is to fold the city's native culture into a commercial box or neighborhood.
Written at the end: Co-creation with branded content
Empower the image value of business and deepen the influence of IP
Excavate the potential value of localization, from which you can get more inspiration: China's regional + intangible cultural heritage, region + traditional handicrafts, region + natural resources, region + ethnic characteristics, region + irreplaceable "things", regional + historical characteristics, regional + characteristic lifestyle, etc., the cultural extraction, application to the project design, shaping a unique regional DNA, and the local humanities to form an "intimate" connection, but also ultimately establish an indestructible "cultural barrier".