Following the wide acclaim of the innovative business courses in Hangzhou and Chengdu in the first quarter, Zhixue continued to iterate in depth and launched the third season of the [Neighborhood Business & Community Business Model Innovation and Investment Promotion Operation Improvement Practical Seminar] Shanghai Station.
April 8, 2024
In recent years, many cities have entered the stage of displaying the achievements of urban renewal, and the interweaving of new street areas and old buildings and new businesses has brought a different scene atmosphere and a steady stream of tourists to the city.
As an important part of the city's commercial function layout, commercial blocks have gradually become an important place for everyone's daily consumption under the development trend of consumer demand upgrading.
Following the wide acclaim of the innovative business courses in Hangzhou and Chengdu in the first quarter, Zhixue continued to iterate in depth and launched the third season of the [Neighborhood Business & Community Business Model Innovation and Investment Promotion Operation Improvement Practical Seminar] Shanghai Station.
In-depth study of different types of innovation cases such as open block business, Japanese "community-based" business, non-standard block community business, industry-business integration innovation business, culture, business and tourism integration block, traditional commercial pedestrian street upgrade, etc., systematically learn the analysis of new consumption trends, and summarize the practical experience of space creation, investment operation, scene innovation, asset management and value enhancement.
Part 1. Thematic lectures
Topic sharing one
The full-cycle trading strategy of the block business
He holds a master's degree from Chinese University of China and is a member of the RICS Association. Head of RET Strategic Consulting Business, RET Internal Quality Control Mentor. He has been engaged in commercial real estate consulting for more than 15 years, and has rich experience in pre-research, positioning, business planning and functional positioning of commercial real estate projects, as well as rich experience in planning consulting and real estate chain services, and has long served real estate development enterprises such as China Resources, Sino-Ocean, Jinyu and Vanke.
Course syllabus
1. Overview of the value of neighborhood commerce
2. The development trend of neighborhood commerce from the perspective of first-store brands and consumers
3. The focus and corresponding strategy of the new district and new block
Fourth, the matching strategy of block business in the context of urban renewal
1. Background and trend requirements of urban renewal2. Analysis of foreign cases under the trend of urban renewal: OGR in Italy, Battersea in the United Kingdom3. Case Analysis in the Context of Urban Renewal in China: Shangsheng New Institute and Beijing Workers' Stadium Renovation 4. The overall development trend and case analysis of community-based block commerce
5. Neighborhood business diagnosis strategy and change strategy during the adjustment period
1. The main adjustment factors faced by the commercial operation of the neighborhood
2. Diagnostic strategies and methods for commercial operations in neighborhoods
3. Case analysis of the adjustment of commercial operations in the block
6. The exit strategy of the commercial street
1. Investment attraction strategy for neighborhood commerce
2. Policy background trends in high street sales
3. Key points of product planning for neighborhood commerce
4. Key takeaways from commercial sales in the neighborhood, including adjustments to sales strategies
Share the case
Nanjing Road Pedestrian Street
Nanjing Road Pedestrian Street, which has the reputation of "China's first commercial street", is one of the first 11 pilot high-grade pedestrian streets in the country determined by the State Council. This street, which was just a small road more than 100 years ago, is moving towards a "century-old world-class commercial street". In 2019, 20 years after the opening of Nanjing Road Pedestrian Street in Shanghai, Huangpu District carried out four major projects of eastward expansion, westward integration, northward transformation and southward connection of Nanjing Road Pedestrian Street, promoting the transformation of Nanjing Road business district from strip to block. Now, following the completion of the upgrading and transformation of the three major commercial bodies on the west side and the official opening of the Dongtuo block, the middle section of Nanjing Road Pedestrian Street will also usher in the renewal and upgrading of a number of commercial bodies, helping the business district to become younger and trendier.
Share the case
Shanghai Vanke Shangsheng New Institute
Located in the historical and cultural area of Xinhua Road, Shangsheng Xinsuo has 3 historical buildings, including Sun Ke Villa, Columbia Country Club, Navy Club and Affiliated Swimming Pool, as well as 11 industrial renovation buildings throughout the growth history of New China. In 2016, Vanke joined hands with OMA, a Dutch metropolitan architectural firm, to rejuvenate the vitality and charm of the Columbia area with the renewal concept of respecting the historical context, continuing the urban context, dialogue between old and new buildings, and sharing and symbiosis in diversity. At present, Shangsheng New Law Firm is committed to building an international and dynamic cultural and artistic life circle, and has formed a theme positioning featuring culture, art, fashion and new media, which integrates culture, creative office, commerce, catering and retail, and is a new place for Changning and Shanghai residents to work, leisure, consumption and entertainment.
Share the case
Beijing Workers' Stadium Renovation and Rehabilitation Project
As a key project of urban renewal, under the guidance of the design concept of "traditional appearance and modern venues", Beijing's "New Gongti" has completed the dual tasks of "preservation and protection of historical features" and "quality improvement and upgrading of functional experience" under the guidance of the design concept of "traditional appearance and modern venues". "New Gongti" is the country's first sports + commercial complex. Based on the unique attributes of the project itself to witness the growth of generations of Beijing youth, inherit the unique attributes of the city's spirit and beliefs, and create a new cultural front for Beijing youth with vitality release and pioneer flying - "Beijing Home" in the Sanlitun business district, where it is located, with the strong proposition of extreme, experimental and non-chain differentiation. Through the building optimization service, the second inner street was opened up and integrated with the original slotted circulation line into a circular closed circulation line, increasing the display area of the shop circulation line by 20%, so that 10% of the total area of the shops became street frontage shops.
Theme sharing 2
Interpretation of new consumption trends and asset management of commercial infrastructure
Mr. Zheng has long focused on the industry research and asset management of consumer infrastructure assets, especially in the field of community commerce, block commerce and shops along the street, with 15 years of experience in commercial real estate investment and structured financing, and is the author of a series of "Research Report on Shops along the Street" and "Research Report on Community Commercial Industry".
Course syllabus
1. Consumption status and consumption trends
2. The current status and characteristics of commercial infrastructure assets
3. What is asset management and why should it be done?
4. Categorize the path of asset management for consuming infrastructure
Theme sharing three
Let's see how "community business" in Japan is advancing to "community-based" business
Mr. Dou has been engaged in strategic planning, planning/adjustment, and business counseling in business and retail for 15 years, and has presided over and participated in the strategic positioning, new construction/renewal, and team building of more than 100 well-known business projects in Japan and China. He has a solid theoretical foundation and extremely rich practical experience in Sino-Japanese projects. He has been in Japan for many years, and is familiar with the Japanese consumer market and business operations, and is good at exploring the reference and landing possibilities of successful commercial projects in Japan. The main service customers include Takashimaya, Seibu Group, OIOI, Mitsui Urban Development, Itochu Urban Development, Mitsubishi Jido, China Resources Land, Vanke Group, Wanda Group, Longfor Group, Wangfujing Group, Texhong Group, Yintai Group, Suning Group and many other well-known commercial enterprises in China and Japan.
Course syllabus
1. The rule of community-based survival of commercial facilities: regional symbiosis and self-renewal
2. How to create a "community-based" business?
1. Analyze the scene, gather social, and nurture culture
2. Link the emotions of residents and go to the ideal community life together
3. Case analysis
1. A new sample of regional symbiosis
东京龟户井 KAMEIDO CLOCK
2. Efficient community-based business in high-end residential areas
Tamaplaza Terrace
3. Tsutaya Bookstore's Community Business Experiment Project
T-SITE 湘南
T-SITE 柏之叶
T-SITE 枚方
Share the case
东京龟户KAMEIDO CLOCK
KAMEIDO CLOCK Shopping Mall is located in Koto-ku, Tokyo, Japan, close to Kameido Station on the Tokyo JR Sobu Line, with a total floor area of 58,000 square meters, and officially opened in April 2022. In addition to retail, leisure, life services, and lifestyle formats, the core point worth paying attention to is that it has always advocated the concept of "BE UNITED", closely "coexisted" with the region, and implemented many new concepts and new spaces in the shopping center to serve community residents and help regional revitalization, so that business can assume more public functions.
Share the case
Tamaplaza Terrace
A commercial facility opened in 2010 at the south exit of Tama Plaza Station. The project is directly connected to the train station and is an important supporting commercial facility for the development of a high-end residential area on the Tokyu Electric Railway West Line. Tokyu hopes that this project will not only be a place for shopping, but also a place for the surrounding residents to relax and improve their daily lives. After more than ten years of operation, in order to make the life of the surrounding residents more enjoyable and their daily life richer, the project is expected to complete the renewal of facilities with the concept of "physical and mental satisfaction" in 2024. So as to better play the role of additional public welfare in gathering and cultivating the community.
Share the case
茑屋书店的社区实验项目——T-SITE 湘南、T-SITE 柏之叶、T-SITE 枚方
T-SITE is a lifestyle commercial facility with Tsutaya Bookstore as the core store, and there are four stores in Japan. T-SITE is characterized by the concept of "people's rich lives" based on the different needs of each region, and is equipped with formats, categories, and brands other than bookstores. With the exception of the T-SITE Daikanyama store, the other three stores are located in densely populated suburban areas far from the core of the city, and the project has a wide range of restaurants, clothing, cosmetics, and other stores, as well as exhibitions and events related to art and literature. Taking into account the specific situation of the residents in the community, parent-child and family-related businesses also account for a certain proportion.
Theme sharing 4 IV
Tianjin Wisdom Mountain 4.0 Manufacturer Integration and Innovation Practice
Mr. Zhang's main business areas are the construction and operation management of science and technology parks, investment based on the direction of culture + Internet industry, and the development of cultural and creative blocks and cultural tourism projects. The Wisdom Mountain project operated by it is located in the core area of Huayuan, Tianjin Binhai High-tech Zone, with a construction area of nearly 200,000 square meters, and is a fourth-generation cultural industrial park with the integrated development of science and technology +, culture + and life +. In 2010, Wisdom Mountain was included in the Tianjin Municipal Creative Industry Park and Binhai New Area Major Cultural Construction Project, upgraded to a national advertising industrial park in 2016, and approved to create a national cultural industry demonstration park in 2020. At the same time, Wisdom Mountain is also a national demonstration base (carrier) for the integration of culture and technology, a national business incubator, and a national copyright demonstration park.
Course syllabus
1. How to innovate the positioning in the era of Wisdom Mountain 4.0
1. What is the Wisdom Mountain 4.0 era?
2. The significance of the Nashan block to the wisdom mountain
3. Summarize the impact of the functional transformation of the revitalization block
2. How to align the target customer group with Wisdom Mountain
1. The pattern of Wisdom Mountain and the significance of the landing of Hill Square
2. Wisdom Mountain's insistence on screening merchants and brands
3. How to match the needs of different customer groups and form an agglomeration effect
4. Summarize the reasons why Wisdom Mountain is getting better and better
3. How to realize the continuous iteration of operation of Wisdom Mountain
1. The continuous upgrading of branding activities
2. Continuous empowerment of different communities
3. The mutual achievement of Wisdom Mountain and merchants
4. Summarize why Wisdom Mountain can be "not in the center, but in the heart"
Fourth, how to create brand influence in Wisdom Mountain
1. Wisdom Mountain has been seen as a phenomenal case of urban renewal
2. Exploration of Wisdom Mountain in some urban renewal projects
3. The future planning of the road of wisdom mountain branding
Share the case
Tianjin Wisdom Mountain
Different from the newly opened Internet celebrity project, Wisdom Mountain is a project with a story. The project began to be constructed in 2009, and has gone through 14 years since the completion of construction and investment in 2015 until the operation has been completed. After 14 years of careful iteration, Wisdom Mountain has completed all the upgrades and iterations that an industrial park should have, and at the same time has entered a new "no man's land": that is, it has transformed into an urban trendy literary and artistic community.
Its rarity lies in the fact that in a "declining" city, in the face of a "bad" business environment, it has walked out of its own unique path, and formed an organic connection between production, business and people in the park through the private domain traffic operation method of "making waves, storing water, and nourishing", and then breaking the logic of "ping effect" in traditional operation thinking, breaking the restrictions of physical space, moving from business space to business time, and turning a place that is not favored by others into a consumption destination for urban youth.
Theme sharing five
Space Creation and Value Realization of Neighborhood Commerce: A Case Study of Moon Bay, Longhuahui and Hongshoufang Projects
Wu is a senior engineer with bachelor's, master's and doctor's degrees in architecture from Tongji University, a national first-class registered architect, a RIBA Chartered Architect, and the deputy director of the Young Designers Working Committee of the Shanghai Architectural Society. Mr. Wu joined Tianhua in 2010 and currently serves as the Deputy Chief Architect of Tianhua Group and the Chief Architect of Shanghai Tianhua. He has a profound academic background in architectural theory, has more than 10 years of experience in the design of commercial development projects and large-scale government public buildings, and has presided over the design of more than 50 important provincial and municipal projects of various types such as urban development and renewal, culture, education, and super high-rise.
Share the case
Moon Bay
Developed by Hong Kong Shui On Land, Ruihong Tiandi Shanghai Moon Bay is located on Ruihong Road, Hongkou District, Shanghai, with a commercial construction area of about 64,000 square meters.
The project continues the form of an open leisure block that Shui On is best at, with a low-density, high-greening rate, and staggered architectural style, creating a fully open, truly comfortable, and more experiential shopping space, and transporting consumers horizontally and vertically through corridors and escalators.
Share the case
Hongshoufang
Founded in 1933, Hongshoufang is a two-story brick and wood structure Shikumen lane residence invested and built by businessman Pan Shouren. Since the twenties and thirties of the last century, it has gradually gathered shops and workshops here, and has become an important commercial center in western Shanghai. In 2016, Hongshoufang started the renovation of the old city. On September 28, 2023, Hongshoufang, an urban renewal project in Putuo District, built by Shui On Real Estate Development and Shui On Xintiandi, was officially opened.
Share the case
Longhua Society
Longhua Club is an innovative commercial project jointly invested by Shanghai Vanke Real Estate, West Bund Group, Jinhe and SCPG Shanghai. With a commercial construction area of about 100,000 square meters, Longhua Club covers multiple floors above ground and underground, which not only contains a wealth of retail formats, but also may set up a variety of functional areas such as art exhibitions, public activities, leisure and entertainment through flexible space planning.
Theme sharing six
Summary of the practice of investment promotion and operation in the integration of culture, business and tourism
Mr. Zhang has been deeply involved in commercial real estate for more than 20 years, 10 years in the cultural tourism real estate industry and 7 years in the hotel industry, and has presided over and operated about 60 cultural, commercial and tourism projects across the country, and has been deeply involved in the management of more than 100 cultural, commercial and tourism projects. It has been praised by the media as "the pioneer of China's business, tourism and cultural integration".
Course syllabus
1. Design of drainage mode for the integration of culture, business and tourism
2. Investment promotion strategy and practice of cultural, commercial and tourism integration blocks
3. The operation of the cultural, commercial and tourism integration block: planning and beauty
Fourth, the integration of culture, business and tourism block practical case review
Share the case
Changsha Meilan Fang
Located on the north bank of Meixi Lake, Yuelu District, Changsha, Zhongjian Meilanfang Scenic Area has scarce and superior landscape resources, a block atmosphere of literary and artistic style, and a distinctive industrial introduction, making Zhongjian Meilanfang Scenic Area a "man-life theme block" with a very literary and artistic life temperament in Changsha.
The core scenic spots of the scenic spot are composed of eight scenic spots, including Meilan Heart, Music Square, Old Europe, Linghu Road, Guanlan Terrace, Xihudu, Huayuanli and Baile Street, known as "Meilan Eight Scenic Spots", which complement each other with the cultural and art center, festival island and other scenic spots, forming a beautiful scenery line of Meixi Lake, and also maximizing the needs of tourists for sightseeing, leisure, dining, photography, shopping and other special tours.
Part 2. Project visits
Project Investigation (1): Hongshoufang
The Hongshoufang project covers an area of more than 15,000 square meters, with an above-ground construction area of about 64,382 square meters, including two high-rise office buildings and a group of 2-3 storey lane-style commercial. The project hopes to continue the texture of the historic district while drawing on Shui On's experience in urban renewal in Shanghai to inject new vitality into the local area and bring different life experiences to different local consumer groups.
Project Investigation (2): Longhua Society
As the first commercial block in Shanghai facing the thousand-year-old temple, Longhua Club takes "meet on street" as the brand core, aiming to create an ideal urban block with folk stories, cultural collisions, youth trends, and green ecological compatibility, and build a new urban public space integrating shopping, leisure, culture and art.
Part 3. Project Diagnostics
Students will conduct on-site roadshows on the project, and specially invited expert mentors will sort out the top-level logic of the project, solve the pain points and difficulties encountered in the practical process, upgrade the trading strategy, and optimize the implementation plan.
Organizer: Zhixue
Course time: April 19-21, 2024
Venue: Shanghai
MORETOWIN ® | 猫头鹰研究所
Commercial real estate value dissemination partner
Its platforms are looking for materials and manuscripts all year round
合作交流与投稿,请联系malltowin007