Physical market internal and internal, anxious to transform

Recently, a passing Shanghai Xujiahui beauty Luo Young people can not help but stop, took out a mobile phone back to beat--beauty Luo's door has become red all over the world of Japanese cartoon "Navigation King" in the Pirate Ship "Qianyang" of the bow. Turn a corner, you can see the "Sailing King" 9 leading role of glass fiber reinforced plastic, than the real person still taller than a head! K11, a Hong Kong shopping mall, has installed artworks in the gates, basements and even sightseeing elevators at the same time as a standing gallery of art. As for the new opening of the global port, it is bold and unconstrained to put 480,000 square meters of 30,000 square meters, playing a cultural space.

Even months, the Shanghai shopping malls and culture "marriage". Among them, both the business transformation to seek a way out of the hidden worries, but also customers, viewers to pursue the spirit and material needs of the double experience. Shopping malls, is brewing a cultural innovation, the city window is therefore more colorful.

Shopping malls

Luo general manager of the United States Xu Chunhua analysis of the current shopping malls facing the dilemma-outside the electric business "siege", with peer competition.

Rolling ups and downs of the price war, not only to suppress the price to the lowest, but also to allow customers to stay at home, these two points is the market how to reduce costs are unmatched.

According to statistics of 2008 alone, the world's developed countries have a market area of 1.2 square meters, and at that time, Shanghai per capita has reached the area of 2.3 square meters of shopping malls, "Shanghai per capita commercial area seriously exceeded", which means that customers grasp the initiative to choose shopping malls. Therefore, shopping malls if only a "shopping" a "center", it is difficult to attract customers to spend.

At the same time, shopping malls homogenization increasingly serious, stroll 10 shopping malls and 1 shopping malls to see the brand repeat, the same goods, sometimes even internal structure, decoration interior, theme area also "10 side", making customers aesthetic fatigue.

Moreover, the emerging consumer main force-twenty or thirty-year-old young people by the network into a otaku, curtilage women, more willing to "dwelling" at home. Even if the mall is positioned as a "dating Mecca", it attracts them at most once in two weeks. In the amateur life of the day, the song, movies, games and other recreational items occupy a higher proportion, the number of shopping malls has been far less than whenever, forums.

Wenqing Rise and drive "transformation"

Although has become "the date holy place", the United States Luo, the big Yue City, the K11 and so on still want to further "intervene" the young person's life. The growing number of literary and artistic youth has prompted them to take culture as the core of the experience economy. Yue City media manager Tianju said that shopping malls trying to attract is "small fresh" "small literary" type of customers. Luo marketing Manager Guo Qing that to promote consumption, it is necessary to extend customer experience in the shopping malls. Experience of the length and depth, and the possibility of buying directly proportional to the extension of experience time, deepen experience feeling, the best way is to inject culture, thus triggering emotional interaction, to arouse aesthetic taste.

Culture has become the communicative content of young people nowadays. Walking on the road, the first corner just met with a SLR camera, the second corner and met with a mobile phone to take an self-portraits. The drama of the small theater has been growing at a rate of 50 a year, and the theatre schedule is now scheduled for the second half of next year ... Then, the device that embodies cultural self-restraint, is placed in the environment with cultural atmosphere, the behavior of buying is naturally generated.

The culture of holding hands needs to be running-in

Hand culture, pay more attention to market demand for the shopping malls tasted the sweetness. US Luo revealed that the flagship works of the "Sailing king" in China since the summer start-up, increased passenger flow, but also led to the turnover of the mall. 9 of the protagonist of the cartoon glass fiber reinforced plastic statue, was placed in the United States and the building commercial and residential buildings and the east side of a narrow road--before the popularity of the weak, on both sides but five or six shops, few passers-by deliberately into. But since the statue was placed here, Starbucks stores in the coffee month sales increased by 120%. The great Yue City revealed that during the 48-day Disney cartoon Hero Exhibition, the passenger traffic increased by nearly 40%, one-month-led consumption more than 1 million yuan, Yue City said in the future will also be in the 6 floor special products local original artists special product zone, to support the original spirit, promote the city's cultural driving force. K11 has also leapt into the popular shopping malls on Huaihai Road, and the city of Hong Kong is also being adjusted behind closed doors ...

Today, however, the profit model of commercial real estate supported by cultural consumption has not yet formed.

After the cultural "marriage" commercial building, is the "vase" or "the Wife"? After the honeymoon period, they still have a long way to go.