Big Yue City "brain hole Open", the new logic of commercial real estate

Walking in Tianjin Yue City riding Goose commune Two "God Beast Temple Street", as if walking in the magical world.

Here not only brings together the line of Superman gas stationery brand "paper fetish", literary tattoo "broken Wave", from the five-lane alley in the doll Shop "magnetic factory", young people like the Mala "Xu Xiao Shu" and Travellers Perfume Shop "scent set" and other 11 stores, 15 surrealism "Non-human" Shop is the form of virtual landscape display: such as the tyranny of procrastination, obsessive-compulsive disorder, intensive phobia, such as "No Good clinic", can hear the parallel World Voice "sound Gallery", for the Star League recruitment "Li Danong Cosmic Human Resources" and so on.

The 150-metre long promenade does not sell goods directly. But these seemingly "non-human" shops, beyond the simple shopping needs of the release, attract a large number of young people. Since riding Goose commune two "God Beast Temple Street" opened September 29, 2014, the National Day holiday passenger flow peak reached 15,000 person/day, has become the North China literature Youth gathering place.

From the beginning of the establishment, Yue City is located in the 18~35岁 emerging middle class, the original intention is to young, fashion, trend, taste brand positioning. In Hanshi, general manager of Cofco, 18-35-year-old young people are more willing to accept new products, more willing to pay for the value-added products, more willing to accept fresh brands, purchasing power and desire is very strong.

The success of the first big Yue city stems from young consumers ' new preference for the lifestyle of spending time in shopping malls, as well as the retail opportunities created by the fast fashion consumer boom, as more and more young people begin to shift from material enjoyment to spiritual and emotional experience, the great Yue City is a novelty, fun, tasty, The thrill of the experience is escalating, and the goose-riding commune in the great Yue City of Tianjin is just one manifestation of this new business logic.

Experience first

At the end of 2007 Xidan Grand Hyatt City just a market, the high choice of atrium space, span 6 floors of the flying ladder, the scene of the small surprise, fast fashion brand, novelty, fun shop with full coverage of WiFi, suddenly captured the hearts of young people. After the big Yue city in Shenyang, Chaoyang, Shanghai, Tianjin drop. At present, the big Yue City Department has already opened the big Yue City Project 6, December 2015 opens the Project 2.

In each big Yue City project, because the location of the site and consumer habits vary, different big Yue City, has its own characteristics. For example, Xidan Big Yue City annual International Food Festival, Tianjin Yue City is a physical store and virtual shop combined with the test, Chaoyang Big Yue City and Shanghai Big Yue City is a large data testing ground.

And several other big Yue City project and other monomer buildings, Shenyang Yue City by A, B, C, D Hall Four units of the four single buildings. In order to make the interaction between the four different monomer buildings, Shenyang Grand Hyatt in the AB Pavilion, with "Happy little Train" as the theme, through the speed Wi-Fi internet experience and slow shake-style atmosphere to create, to create a leisure experience area. In the CD Gallery, the concept of space-time tunnel is designed and packaged to create the Shenyang unique 3D air corridor. In the AC pavilion, the theme is to simulate outdoor natural environment, to create a pleasant and relaxing experience space. 2013 Shenyang Great Yue City is the retail, catering and entertainment of the combination of the 6:2:2 adjustment from the 5:3:2 to the gold ratio, will be many of the first-line city young people favorite food brand introduced to Shenyang, to consolidate the project in the Shen Young Guest group in the fashion vane status.

Yantai Big Yue City is the only three-tier city of Yue City project. Follow the convention of Grand Yue City family landmark building, Shandong province's first direct access to the 4-storey sea-view flying staircase, leading consumers "straight to the sky, looking back at the sea." Not only that, it also has 4000 square meters of children's area-because Yantai young people marry early, before the age of 30, usually married with children, such a huge area of children is to cater to this demand. According to the "business value" reporter understand that there are 60% of the business brand in Yantai, opened the day, Yantai blocked half of the city.

"If the big Yue city is the producer, each big Yue City project is the director, the Merchant is the star." "Hanshi's analogy, the big Yue City headquarters, project and business relationship image expressed."

In Yue City, the Business Management Center is the big Yue City operation and Administration department, the initial members of its team, are from the Xidan, Chaoyang, Shenyang, Tianjin project of various professional lines, and then from the Blue Harbor, Sun Hung Kai and other benchmark projects to dig up experienced professionals, coupled with several key university graduates, Of the 30-person team, more than 20-year-old young people accounted for the vast majority, the smallest even across the year. Former general manager of the Commercial and Management Center assistant, has now been transferred to Shanghai Grand Hyatt Deputy general manager of Dangerous Jianping said: "80, the young people more and more become big Yue City Core Guest group, understand them, seize them, in order to grasp the value of the Grand Hyatt City." ”

It is this group of young people who find practical problems in the first line of the project, run business trips across the country, and sniff out the latest developments in the business world, back to Beijing and quickly after the passion fell on paper: "Grand Hyatt City Business Management guidelines" "Big Yue City Brand book" "Big Yue City Promotion Red Book" "Big Yue City Investment adjustment Six steps" ... These are the big Yue City interior as "Business Treasure" handbook one after another birth. In the past year, the Grand Hyatt City Commercial Management Centre has issued dozens of similar guidelines to various projects, in line with these new experiences, and the head office or project leader will also take turns to share experience in the project.

With theoretical guidance, great Yue City soon formed a business management center, resource integration platform, experience sharing platform and talent exchange platform of the three major platforms. For example, "Big Yue City Business Management Guidelines" in a special chapter of the Big Yue City's 343 brand classification management system, this is the big Yue City, one of the important replication management methods. Specifically, it is the big Yue City brand merchants are divided into three categories, the first category (30%) is the most core brand merchants, they can fully reflect the city's brand personality, Yue City and they form a strategic cooperation, heritage Grand Hyatt City positioning and brand combination. The second category (40%) is the great Yue City and the formation of a good cooperation of the brand library, some sales Champions category brand, will recommend project investment, and maintain a certain proportion, flexibility to maintain a big Yue city character, while increasing rental income. The third category (30%) Big Yue City will also set aside space to meet the big Yue City for individuality and fresh demand, promote the great Yue City and local culture and characteristics of the combination.

Yue City for its own operations managers have developed a special operation and management of the app, daily patrol, goods management, activity records, day-to-day affairs management, merchant complaints Management, business excellence, market research and so on can now be recorded and tracked through the mobile terminal. Every month, the commercial and Management center will organise a business-specific meeting, integration of investment, promotion, operation, research and development strategy of the four major lines, each time the business special meeting, the major Yue City's general manager or the relevant professional directors will be all present, the project operation of the successful experience to share, but also the problems encountered in the collective discussion, .

At the same time, a big Yue city's talent flow began inside. From the project to the headquarters, from the headquarters to the project manager ... Personnel in the flow between projects, bringing not only a new thinking, but also because of the same big Yue City Department, as long as the local big Yue City project features combined, will produce unexpected results.

Data driven

At the beginning of 2014, the big Yue City projects have been a headquarters mission-different big Yue City to complete a variety of project indicators, such as Shanghai Yue City, focusing on 21-tiered management system; The key to the Xidan big Yue City passenger flow hot map Chaoyang Big Yue City focus on shopping mall O2O and lbs (location service) Precision marketing. These tasks are tested in six months or a year, and the model succeeds in getting all of the big Hyatt cities to spread.

After several years of exploration, big Yue City in large data has been the analysis, excavation and prediction capabilities. But the core advantage of the shopping center is geo-customer, this is the most small data, the future of business data integration, on the one hand, the system of data integration, on the other hand, and seemingly unrelated industries for data integration, such as electric dealers, automobile manufacturers, tourism, financial management, Such data consolidation enables users of large data to get more effective information and understand the needs of consumers.

Based on the above analysis, to do O2O innovation, we need to break the ego, so that large data outward extension expansion.

The first action is the Chaoyang Grand Hyatt City and Shanghai Grand Yue City. March 8, 2014, Chaoyang Big Yue City, Shanghai Yue City and Alibaba cooperation, the first taste of mobile payment, began to explore O2O (see Titanium Media before the article "Big Yue City O2O First War, will become a shopping mall replicable model?" 》）。

According to statistics, the event on the day two big Yue City total sales compared to the last Saturday quarter-on-quarter growth of 52.6%. Two big Yue City distal passenger flow drainage effect is obvious, the passenger traffic increases 20.7%, a total of 85% of the merchant participates in the mobile payment, through the mobile payment total sales nearly 1 million yuan, the total transaction pen number 5000, increases 30.2%.

2014 "11.11" period, Chaoyang Big Yue City timely launch online platform-"The Future of commercial power", the online consumption and offline experience for a "shop" and "electricity" organic combination. Chaoyang Big Yue City's online platform will set member self-service, movie booking and reservation, intelligent navigation, trailer activities, and other functional modules, and in the traditional retail industry took the lead in the introduction of group buying, takeaway, positioning, arranging, such as a complete package of catering solutions.

In addition to working with the outside world, Yue City also uses new technology to explore O2O. In "51" small long vacation, the Xidan big Yue City uses ibeacon "The water droplet" system, realizes shopping mall and the consumer all longs for "satisfies the need". When the consumer downloads "water droplets", enter the launch range of the water droplet Bluetooth base station, it will get all kinds of information based on the current position. For example, when you are at the door of a merchant, you will receive the preferential information from the merchant, and you can get the latest status of the rank by passing the popular restaurant. According to official statistics, 51 period of three days holiday, Xidan Big Yue City 300 water droplets Bluetooth base station sent nearly 40,000 times information, nearly 4000 consumers through the "water droplets" inquires the arranging information of the live experience activity.

In the past, shopping mall developers played the role of "landlord". With big data, the role of the city of Grand Hyatt began to shift to the role of the PLA. After nearly 8 years of deep, big Yue City has established a cooperative Chiu Yujia business Database, the city of each industry, each brand's performance change path is very clear, through accurate marketing to enhance its sales performance.

At first, most businesses were not bothered by this sort of data--the merchant's data analysis of their own goods and sales status is generally stronger than that of the mall's operations. For example, Chaoyang Big Yue City in the background data analysis found that Zara in Chaoyang Grand Hyatt City store goods structure problems. But the operations department is not communicating with stores, Zara headquarters even suspected that the He Dayue city has such data, and then Chaoyang Grand Yue City to find a way to give Zara in the Blue Harbor shop, Fuli Square store (the two are less than 10 km from Chaoyang City, the latter as competitors) of the comparative data, The store only slowly adjusts the ratio of goods.

Big Yue City combined with large data analysis system also launched a "Merchant Early warning Management module", which is based on rent, sales matrix, combined with the rental ratio, the situation, the year-on-year growth rate and other indicators for the forecast analysis, helping merchants achieve sales growth. Shenyang great Yue City under the guidance of large data system, through the past consumers in the big Yue City catering business consumption behavior analysis, set up a brand catering investment criteria, "catering axis" is one of the analysis tools. The horizontal axis reflects the change of taste, and the longitudinal axes show the change of customer unit price, in a horizontal and vertical division of the four quadrants, all the catering brands into four categories, according to the project positioning, the different regions of the brand analysis, which is suitable for the overall positioning of commercial projects, can be used as an alternative brand. In the last year, Shenyang Big Yue City for the catering industry investment adjustment, provide an effective and reliable reference, the success of the South Pavilion, grandmother's home, the second movement, Port of Lou, will be too no two, Dian Cao Xiang, Jiang border town, such as more than popular restaurant recruit under the command, to create a collection of 106 quality restaurant "five-star food gathering place."

It's more profitable not to sell.

In a corner of their own, anything can be done-crazy shopping, jumping hip-hop, playing the ukulele, do handmade DIY, explore the trip that thing ... You can do nothing-just in a corner of a daze, memories and fantasies.

Such corners are being liked by more and more people. Xidan Big Yue City has a pink world, more than 800 square meters of space, this is not a place to sell things, but an emotional space. Customers tired, can sit here chatting, rest. Shenyang great Yue City broke through the traditional thinking, assuming 650 meters pedestrian street for the project large atrium, "Lovepark Love Park" as the theme, the pedestrian street landscape and the landscape of the unified planning. Now comes the most festive atmosphere of Christmas, on this pedestrian street, a 10-metre-high purple Christmas tree and "I love U" letter landscape echoed, rabbit, bear shape of the grass landscape dotted with golden Christmas bell and pearl necklace, 5, 6 coffee shops and desserts shop carefully decorated with a few outside the swing area. Here is not only a commercial failure site, but also the city of Shenyang the most artistic temperament and leisure atmosphere of the "Community Park." There are also more than 8 meters tall banyan tree under the provision of more rest seats, along the street increased led interactive window, fluorescent night run regiment and skater teenager will be here as their main point of gathering. Yantai Big Yue City 7 floor is yantai first love theme aerial Garden-Love Yue Bay, Concept bookstore "cat Sky City" domestic first seascape shop also present here.

From 2013 onwards, the great Yue City began to explore between the reality and virtual shop, the most representative is the Tianjin Grand Hyatt Two "God Beast Temple Street."

According to the "business value" reporter learned that the Tianjin Grand Hyatt two virtual shop is actually a landscape, there is no business activities. Because of Tianjin Yue City riding Goose commune Two is in a long corridor location developed, corridor width is limited, can only have shops on one side, but the other side if all is the wall will be too monotonous, so Tianjin Grand Yue City designed more than 10 themes of the small landscape. Here, in addition to "sound Gallery" and "Li Danong Cosmic Human Resources", "Hate flower" shop let the belly black you finally have the gauge to be able to apply; "Guard Canteen" cooking is incredibly dark cuisine, so that you say farewell to appetite, in the "five Wine bureau" spent dozens of pieces of drink to life rare taste, such as "First love confession "Life is the first bucket of gold"; in the tyranny of obsessive-compulsive disorder, procrastination, "No Good clinic", consumers can do a test question, fill it out and put it there, can even become part of the landscape ...

On top of that, there are still a couple of two-month-ride geese commune. One is the Sacred Beast Temple dedicated to the wonderful "Tianjin Four Great Beasts"-鬊 (Shun) bird, go chicken, the moth, take the dragon. Can worship, can pray, can kissingly, more hateful engage in interaction. The other is the secret post office: The secret Post Office is a little drawer of a wall, each has a lock, the person who comes here can spend 10 yuan to buy a lock for a period of 1 months, then put a thing in the drawer or put a secret, lock, then can give the key to hope to get the things in this drawer, or commissioned by the Tianjin City, the customer service Department anonymous mail to this person.

The release of these beyond simple shopping demands attracts a large number of young people. Since the opening of the city of Tianjin in two, September 29, 2014, the National Day holiday during the peak passenger flow of 15,000 people/days, has become a gathering place for literary youth in North China, the first year of sales ping effect reached 5000 yuan, far beyond the market similar to the level of income. What is more worth mentioning is that the riding goose commune opens, has improved the Tianjin big Yue City overall passenger flow and the brand media exposure quantity, pulls the entire pavilion passenger volume growth 10%, led 18-25 years old the target guest group growth 30%.

With the increasing of Yue City project, it becomes the important layout of Yue City to make more subdivision position through emotion and psychology. For example, will be opened in December 2015, Chengdu, the great Yue City positioning in the first domestic experience rest tide play Shopping park; Shanghai Yue City Two is a "love" as the theme, the goal is directed at the Global Youth Love land.

Big Yue City (Shanghai) Co., Ltd. general manager Wei asked reporters that the opening of the 2015 at the end of the Shanghai Grand Hyatt City Two in the hardware into the love. "Legend of the Ferris wheel in every box filled with happiness, when we look at the Ferris wheel, is looking at happiness!" Wei learned hope that the future of Shanghai Yue City can often perform such a picture: Young lovers aboard the Ferris wheel, waiting for it to rise slowly, when reached the top, overlooking the bright Iguazu Bay, a romantic proposal staged ...

In addition to the Ferris wheel, there is a love theme of the art block, there is love to speak loudly device. There is love loudly say the front horn of the device is a 8-storey roof of a channel, the tail has a microphone, roofing cloth Some PA equipment, young people can through it to the beloved person loudly shout out vindicate.

From the initial corner of the culture to the theme of a street, and then to a city of cultural themes to build, the great Yue City is doing, in fact, youth fashion into the business at the same time, more exciting youth imagination. This way of changing time in space, the emotional retention, so that the spirit of sublimation. When people's mind is touched by the world, commercial products will be filled in low-level to advanced various forms, or even beyond countless boundaries, to create a free and eternal blue ocean.