BLOCK IS A KIND OF SPATIAL UNIT IN THE CITY, BUT BEFORE THE REVIVAL OF CITY WALK, WE EVEN HAD A SLIGHT BLUR ABOUT THIS CONCEPT FOR A LONG TIME. Now, open the outdoors, return to the neighborhood, the neighborhood is back in our field of vision, we don't need to talk about what the neighborhood is, we just care about what's in the neighborhood and what it will become in the future.
In 2024, Shinichi-chan will use a commercial space algorithm to depict in more detail what our neighborhoods look like. In the first article, let's take a look at the familiar coffee and milk tea.
If coffee and milk tea are considered two competing formats - it is true that in terms of beverage demand, almost no one drinks coffee and milk tea at the same time, then the relationship between the number of these two types of stores in the same block can deduce who is the more dominant format.
For example, in the Shanghai neighborhood map below, light blue is the absolute coffee-dominated area, rose-red is the absolute bubble tea-dominated area, and blue-purple is the neighborhood where coffee and milk tea are equally divided.
Of course, in this graph, you can read more than just where and what formats dominate:
- The most central area of Puxi, including the business district with office buildings and the Wutong district, which is fully excavated by CITY WALK, is almost dominated by the coffee industry. The coffee format does originate from the "third place" of the business district, which provides not only the drink itself, but also creates an extension of the working and communication space. Of course, in a broader sense of urban space, the "third" meaning of space is becoming more and more generalized, and ordering a cup of coffee and sitting carries various forms of communication and communication in the fast-paced city center.
- The penetration of milk tea space is higher in residential neighborhoods, in addition to the suburbs in the central urban area. Its consumption scene is more everyday and it is easy to combine with other shopping and dining scenes.
- Of course, don't forget those places where the milk tea and coffee formats in the city center can be integrated into complex blocks, where there are often new tea brands with relatively high prices in milk tea, and areas where a group of relatively affordable brands in the coffee industry compete - of course, this is a good thing for consumers, and the abundance of choices also makes the neighborhood vibrant.
In the Beijing, Guangzhou, Shenzhen, and Chengdu versions, the conclusions that can be drawn are generally similar, and the distribution of coffee and milk tea formats in the top cities follows the following basic rules:
- The business office area as a whole is dominated by the coffee industry;
- The penetration of milk tea space is higher in residential functions and industrial spaces;
- Commercial competition in the coffee and tea complex area is fierce, and the functions of the neighborhood are often more complex.
However, when it comes to a certain block of a certain city, the temperament of the neighborhood indicated by the relationship between the number and proportion of stores is the result of the comprehensive influence of the commercial changes, spatial shaping and renewal, the appearance and flow of consumers and residents, and other factors in the local block, which needs to be carefully analyzed one by one and layer by layer.
When Shinichi-chan calculated the map of the coffee and milk tea neighborhood, he also calculated some additional data, such as the price.
From the perspective of these two types of business in the whole city, even in the most prosperous cities, the per capita consumption segment of their stores has shown different performance:
There were two peaks in the unit price of coffee in Shanghai, 20 yuan and 35 yuan, which are also the two largest price competition segments in Shanghai's freshly made coffee market. Beijing's performance is slightly similar, but the number and proportion of cafes in the 20 yuan segment are significantly lower. Cafes in Guangzhou and Chengdu focus on the 20 yuan segment and have no obvious preference for high-priced coffee, while the main price segment of Shenzhen coffee is more evenly distributed between 20 yuan and 35 yuan.
The product competition of milk tea is completely focused on the price segment of about 15 yuan. In addition to the peak price of Beijing and Shanghai, which is about 2 yuan higher, the peak price of milk tea in Guangzhou, Shenzhen, and Chengdu is very concentrated.
In the future, Xinyi-chan will bring more different business formats, consumers visiting the neighborhood, and the analysis of the neighborhood temperament reflected in the fusion of multiple data. If you still have cities and businesses you want to see, please leave a message to tell Shinichi-chan.
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