Cover news reporter Zeng Jie
Yu Jianbing and Lü Linze did not expect that the two people who originally did not know each other would welcome their first store in Chengdu in the same place in a few months, the Western Cultural Industry Center.
Yu Jianbing's "Huanzi" is an emerging brand rooted in the exploration of local culture, while Lu Zelin is an investor in Chengdu of Shanghai Internet celebrity coffee AkimboCafe, which is one of the symbols of fashion and fashion in Shanghai. Is it a coincidence that two projects with different cultural characteristics appear in the same space?
In fact, like Yu Jianbing and Lv Linze, there are many brands that are looking forward to one thing - what kind of chemical reaction will occur after many cultural brands and commercial first stores with their own traffic gather in the western cultural industry center?
Including the first flagship store/ the first museum-style experience restaurant in the southwest of Meizhou Dongpo, the first immersive tea culture experience space in Shucun Chuan Tea Mansion, the first store in the southwest of Akimbo Cafe, the first new Chinese medicine hall in Hanfang Bo Medical Hall, the first self-operated beauty and skin care SPA in Jian Yi Kemei State, and the first store in BUDAKA Coffee.
After an in-depth conversation with these brands, we found three key points that prompted them to make this common choice: landmarks, cultural industries, and media+.
Geotagging
"An iconic area or location in every city." This is Baidu Encyclopedia's simplest and most direct explanation of landmarks.
The environmental resident musical "A Good Drama", which has swept the young white-collar workers in Shanghai, has also landed in the western cultural industry center. "Our location is the closest place to the city's consumption trend and youth culture," Xie Wei said.
This is a perfect echo of the location of the western cultural industry center - the intersection of the fashion and vitality business district of Chunxi Road, Shudu Avenue and Hongxing Road, two main urban roads.
At this meeting point, within 500 meters, there are already a number of landmark projects or buildings in the city.
Chunxi Road, the commercial origin of Chengdu; Taikoo Li, the daily haunt of the most fashionable and cutting-edge young people in Chengdu; ifs pandas, foreign tourists rush to punch in. On the north side of Shudu Avenue, under the opportunity of urban renewal, the Huaxing Street Cultural Block has been renewed, and the Western Cultural Industry Center and the old site of the Post and Telecommunications Building echo each other, standing at the intersection of this cultural block with a head-to-tail trend.
The center of the western cultural industry
In the "14th Five-Year Plan" of Chengdu Zhongyou, it is clearly stated that Chengdu will improve the two main urban centers of Tianfu Jincheng and Jiaozi Financial City in the future. The Tianfu Jincheng will be built into a Tianfu cultural heritage area that embodies "old Chengdu, Shudu flavor and international fan", a cultural and commercial tourism integration development innovation zone and an old city "middle and excellent" transformation demonstration zone; the Jiaozi Financial City will be built into a metropolitan business district with financial industry and fashion consumption as the main features, and a high-quality living urban area that highlights modern civilization and the integration of industry and city will be built.
As the largest single-title office development operator in Chinese mainland, China Overseas Commercial has full consideration of the location value when laying out the commercial office project, and the location of the commercial properties it operates has a certain landmark attribute, and the cooperation with the Western Cultural Industry Center means the recognition of the regional value.
Industry height
Geographically aside, there should be many kinds of landmarks, whether they are high landmarks that make up the city skyline or the influence of a certain field. We interpret the second key point, "cultural industry", as the future industry height of the western cultural industry center.
This is also one of the elements that the Western Cultural Industry Center really impresses many brand merchants.
In the early stage of the project, we have learned that Alai Study is the core engine of its cultural industry positioning.
Renderings of the Alai Study
Of course, it is not enough to have only one Alai Study, and the Cⁿ International Cultural Exchange Space built on it is also the first in the country. At the same time, the innovation of the western cultural industry center in business model and industrial model is also rare in Chengdu.
Cⁿ International Cultural Exchange Space
The whole industry chain model of commerce, co-working, high-end business and characteristic hotels provided by the Western Cultural Industry Center itself makes the format diversified, and the integration of rich cultural elements also gives the entire space a more experiential consumption scene. Therefore, in the case of the convergence of values, a large number of brand first stores with cultural attributes can be gathered here.
"Huanzi" is an emerging brand under Lidai Catering, and the founder Yu Jianbing is a veteran of marketing planning in the catering industry. After deciding to create his own brand, he began to choose a site in Chengdu. The Western Cultural Industry Center was learned about and actively approached through the planning information of the Network, "That is where Huaxing Omelet Noodles are located, and it is also the place where I was born and raised, hoping to leave the feeling of childhood through our brand." "Here in Jianbing, culture is a lingering emotion.
Renderings of Reida Restaurant (Shui Nian River Shop).
Peng Xiaolan, the founder of Shucun Sichuan Tea Mansion, has a bigger goal - to revitalize and even subvert the entire tea industry chain. In her view, cultural revitalization is a national policy and an opportunity for the development of Sichuan tea. After a comprehensive inspection of the Western Cultural Industry Center, she did not hesitate to land the brand's first store here.
Renderings of Shu Village
If it is said that the industrial positioning of the western cultural industry center by "Huanzi" and Shucun Chuan Tea Mansion is love at first sight and a choice with similar opportunities, then the location of a good drama and AkmboCafe may represent the trend of industrial empowerment and energy gathering.
At the beginning of 2019, a good drama has already decided to lay out in Chengdu and officially carry out site selection work.
A good drama rendering
During the period, Xie Wei led the team to visit many small and medium-sized theaters, touched the idle commercial space of major business districts, and failed to find a satisfactory venue for two years. It was not until the end of last year, by chance, that Xie Wei saw the investment information of the Western Cultural Industry Center near Chunxi Road, and the two sides opened the door to cooperation.
Stills from the good play "Apollonia"
Stills from the good play "Bouquet for Alginon"
Comparatively speaking, in addition to the city center, historical and cultural blocks, behind Wangfujing, Sichuan Theater and other information, AkimboCafe did not know much about the project in the early stage, in the words of Lü Linze, "the contact was relatively late, and many brands were signed at that time." This made AkimboCafe's southwest first store area a little smaller than expected, but it is precisely because of the commonality of the brands' culture that it has firmly determined AkimboCafe's choice.
Shanghai Akimbo XLAB (TX Huaihai Store)
Different from many Internet celebrity coffees, AkimboCafe chose the former residence of Shi Jingcun, a well-known writer on Yuyuan Road, as a carrier in Shanghai, and maintained long-term cooperation with many fashion brands. More importantly, many young people are now keen on punching net red fruit tea, cake, and a variety of creative coffees, AkimboCafe's research and development team has been doing it three years ago, and the leadership of coffee trend culture will also become the main theme of its first store in southwest China.
OfficeZIP, a commercial free office brand in China Overseas, will be presented on the 6th and 8th floors of the Western Cultural Industry Center. Different from the three OFFICEZIP free office spaces existing in Chengdu, it is positioned in the "Inspire & Lighten Urban Cultural Inspiration Center", which will use space as the carrier to carry the development of the smart entertainment industry, bring new inspiration to the smart entertainment industry, and inject new vitality into the Chunxi business district.
OFFICEZIP intent diagram
The space will be laid out in the conference center, roadshow hall, music studio and other functional areas that can carry cultural activities, providing services for tenants and the smart entertainment industry.
At the same time, under the background of the "double carbon" era, China Overseas Commercial OFFICEZIP will also fully consider the concept of green and low-carbon environmental protection from the design end, and will use new energy, new materials and new technologies to practice sustainable development in the design of this office space, which is also a new exploration of China Overseas Commercial to create a future office space.
OfficeZIP renderings
Without exception, these brands have a high degree of cultural recognition. Under the background of the era of cultural industry revitalization, such a complex building gathered in the core location of Chengdu city will condense a huge industry energy, quickly establish the industry discourse power of the western cultural industry center, and let the market see the new play and new trend of industrial empowerment.
Media+
As the main operator of the western cultural industry center, Sichuan Chuanbao Shanghang Cultural Company is a professional cultural asset operation company under the Sichuan News Group, which is also an important factor for all brands to recognize the value of the western cultural industry center. It is precisely because of this that this new complex, which stands in the "media street" of the second section of Hongxing Road, dares to dominate the cultural industry and points out the key to the industry benchmark.
In fact, what is not well known to everyone is that Sichuan News Group, as a leading enterprise of cultural tourism in Sichuan Province, the "media +" strategy has brought it a wealth of advantageous resources such as cultural tourism, culture, creativity, science and technology, and capital, and in recent years, cultural landmark projects operated independently or cooperatively have accumulated a lot of practical experience.
Partial real view of the Western Cultural Industry Center
The Western Cultural Industry Center is the best carrier for Sichuan News Group to integrate resources and capabilities to realize the idea of building an industrial ecological chain.
In addition, sichuan newspaper group's two major new media exhibition and performance spaces, Sichuan International Communication Center and cover digital art space, will also be landed in the project.
The two are created by Sichuan Daily - Chuanguan News and Sichuan Cover Media Technology Co., Ltd. In the future, the Western Cultural Industry Center will continue to create new scenes of culture and art, and lead a new way of urban cultural life.
The merchants in the Western Cultural Industry Center believe that under the operation and maintenance of Sichuan News Group, not only will this building be given the corresponding cultural benchmarking attributes, but their respective brands can also attract consumer groups that match their own positioning under the brand effect of Sichuan News.
Just like the cooperation between China Overseas Commercial and Sichuan News Group on the Western Cultural Industry Center, an innovative model of cross-field collaboration and industrial integration has been established. In the view of China Overseas Commercial, Chuanbao Group is one of the comprehensive media groups with the most media and the greatest influence in western China, and the combination of giants in the two major fields of cultural media and commercial real estate will surely play a 1+1>2 effect.
The emergence of the western cultural industry center has reinterpreted the meaning of the two words "landmark" for us, and under the background of the era when industrial empowerment has become a high-quality development of xingqi xingcheng xingguo, the landmark has a thicker connotation.
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