(1) Optimizing the architecture of commercial real estate with urban culture
Urban architecture is the most important carrier that inscribes the history of the city, inherits the culture of the city, and embodies the personality of the city. From the perspective of successful projects in other countries around the world, architectural form and style characteristics first determine the size of the attractiveness of commercial real estate projects to consumers. As a commercial real estate to highlight the city's commercial vitality and promote the city's economic development, the planning and design of its buildings should be adhering to the profound thinking of the architectural heritage of the city's culture.
1. Extracting traditional cultural elements
Adopting a combination of design to form a modern architectural style in harmony with tradition. Reasonable guidance of commercial building form, color and volume, through the combination of historical and realistic appearance design, make the commercial buildings have both historical retrospect and commercial modernity, and bring a new feeling to people.
The spatial structure that satisfies modern life is extracted from the tradition. From the architectural layout and detailed treatment and other aspects, skillfully carry out the use of traditional architectural form language or mutation, giving commercial buildings new vitality in the modern material and technical conditions. For example, Shanghai Jinmao Tower is a refinement of the ancient Chinese "tower" form, the shape of the soft rhythm of the ladder, sketching out the strong and powerful contour lines.
2. Preserving traditional architectural styles and city labels
The renovation of old buildings is an international trend today, and has a strong vitality. Enterprises can make conservation development the core, focusing on preserving the city's traditional architecture, transplanting the essence of the city's cultural heritage, and designing commercial real estate that is both traditional and fashionable, so as to "establish the new" without "destroying the old".
Preserving the city's cultural characteristics of the building. Using the city's personalized, human cultural heritage symbols, the exterior facades, details and spatial scales of the original historic buildings are restored to give the new commercial properties a familiar cultural face.
Remodeling or restoring the city's cultural labels. By analyzing the cultural connotation of the city, screening and preserving the cultural labels of different eras of the city, and carrying out artistic transformation and restoration, such as the wharf of a port city, the ancient clock of a historical city, etc., using the appearance design rich in the sense of the times, choosing soft and friendly color combinations, and giving simple shapes a connotation that travels through time and space.
(2) Shape the cultural theme to innovate the commercial brand
The first-class commercial real estate sells the theme culture and concept, the second-class commercial real estate sells the location and service, and the third-class commercial real estate sells the low price and discount. At present, most of China's commercial real estate enterprises on the development of commercial real estate projects are only limited to the investment promotion link, the functional positioning of most of the same, lack of personality, but do not know that the "theme characteristics" is the basis for the successful operation of commercial real estate projects. Only the theme is clear, unified operation, unified planning, unified image can be put into practice.
Theme planning of MALL is the key. Commercial real estate development enterprises should abandon the traditional commercial real estate development ideas, for each project type, in the positioning of the link will focus on the discovery and cultivation of personality, by shaping the cultural theme as the cornerstone, and constantly upgrade the brand positioning of commercial real estate projects, so that it presents a unique personality, rich imagination and enduring vitality.
1. Building cultural and creative businesses
With the arrival of the era of technological information, more and more consumers want to have a cultural clearing to enrich their own knowledge in the busy downtown area, which has given rise to the prosperity of cultural and creative commercial real estate (featured readings), such as Jiangsu Cultural and Creative Industry Base, Hunan Hunan's Hunan Embroidery City, and Beijing's Third Pole Cultural Center, and so on. According to the grasp of the future business development trend, development enterprises should make full use of the resource advantages, cultural and creative theme commercial center development, advocate "knowledge-based leisure, cultural consumption", the construction of cultural and creative commercial centers of industrial ratios.
(1) Select characteristic industries, clear positioning of the commercial center: according to the city's cultural development and project conditions, developers targeted selection of leading cultural industries to do project development support. For example, to build a "theme culture book city" with national famous publishers and bookstore chains, and to build an "art and culture exhibition center" with the government according to the regional strategic planning, etc. At the same time, by introducing the main flagship store, the developer can make a clear positioning of the commercial center. At the same time, through the introduction of the main flagship store, to determine the core value of the commercial center and the development plan, so as to form a strong power source, driving a huge flow of customers.
(2) Supporting related industries and promoting the concentration of related products and services: Introducing a number of world-famous cultural chain brands, as well as image stores of cultural products and concept stores of cultural boutiques related to culture and creativity, and supporting a certain amount of cultural-themed food and beverage outlets and theaters, thus forming a highly competitive thematic commercial agglomeration area supported by cultural industries.
(3) Organize thematic cultural activities to enrich the connotation of the commercial center: Combined with the theme of the commercial center, it organizes reading and cultural festivals, folk art festivals, and salons and lectures on various themes, which bring people cultural feasts other than commodities and satisfy the strong cultural consumption demand of high-knowledge crowds.
2. Creating diversified fashionable and cultural commercial districts
Currently, commercial districts embodying local cultural identity and lifestyle, such as Lan Kwai Fong in Hong Kong, Xintiandi in Shanghai, and 1912 in Nanjing, etc., have been widely recognized as a classic model with more affinity and sustainable development. Commercial real estate development enterprises can make full reference to this development model, inclusive, in the area with a certain historical and cultural heritage and traditional characteristics of the region, injected into the "culture, leisure, creativity" elements, planning to transform into an "international, cultural and fashionable" leisure and entertainment venues. It plans to transform the area into a leisure and entertainment place with "international, cultural and fashionable" elements, and create a fashionable commercial street with a specific cultural background, so that the traditional historical culture and modern civilization can be integrated.
(1) Use specific culture as background: classic commercial projects have specific cultural background, such as Shanghai Xintiandi symbolizes the sea culture, while Nanjing 1912 embodies the Republic of China culture. Enterprises should fully explore the original natural conditions outside the project value can have an impact on the historical, social and cultural factors, choose the most expressive of the region's historical precipitation of the specific culture as the cultural background of the project, to create a classic project.
(2) Positioning high-end and fashion: introducing music, animation, art industry, etc., localizing the most fashionable international lifestyle, supporting the development of the collection of local fashion creative forces, building and spreading fashion and leading the fashionable consumption operation through creative shopping, dining, entertainment, leisure, sports, exhibition, tourism and other places
3. Developing humanistic concept type shoppingmall
In the original traditional development mode, the shopping mall is constantly on the cultural concept of innovation, to enhance the quality of the entire commercial project and cultural heritage.
(1) Focus on regional planning: acquire land in the core development area of the city to meet the basic requirements of superior location, transportation, and business district support for the shopping mall.
(2) Determine the cultural concept of "urban art life": with the theme of "urban art life", the three core elements of art, humanities and nature are combined into one, which perfectly combines art appreciation, humanistic experience, natural greenery and shopping consumption, leading people to a unique cultural and leisure experience. It is the perfect combination of art appreciation, humanistic experience, natural greenery and shopping consumption, leading people to enjoy unique cultural and leisure enjoyment.
(3) Expanding the scope of cultural radiation: segmentation of customer groups, gradually expanding the influence and attractiveness. The standard model of shopping centers will be promoted to the humanistic conceptual model, which will ultimately drive the economic and cultural development of a region or even a city.
(3) Constructing cultural space to enrich the layout of industry
The formation of cultural theme should be carried by cultural space. Further breaking through the traditional commercial real estate development mode represented by shopping centers, on the basis of the cultural theme positioning of different commercial real estate projects, enriching and perfecting the layout of different commercial real estate projects by constructing a variety of different cultural living spaces, focusing on the shaping of cultural character.
1. Characteristic commercial space design, forming a spatial environment with a distinctive cultural theme
Commercial real estate (thematic reading) is not a simple combination of steel and concrete, but rather a spatial environment rich in a strong sense of commercial space design, with a distinctive cultural theme. Enterprises need to skillfully integrate the natural landscape elements and characteristic art elements, and fully consider the aesthetic needs of people for commercial real estate space function and art and humanity.
(1) open horticultural landscape: large-scale introduction of natural elements in commercial real estate, outdoor vertical greening, central green space, indoor atrium and corridor for bonsai arrangement. The use of large-scale green walls and horticultural patterns to show the historical and cultural symbols of where the city is located, giving the commercial project a strong humanistic and natural space.
(2) Leave a special art space: the outdoor plaza makes comprehensive use of sculpture, horticulture, lighting and other ways to render an artistic atmosphere, and regularly cooperates in organizing the city's cultural activities and exhibitions. Indoors, create a special space for cultural exhibitions, and set up a theme for each exhibition, which can be art photography, children's painting, or food tasting activities held jointly with merchants.
2. Expanding commercial service functions and increasing cultural and intellectual experience space
In the combination of industry (thematic reading), we insist on commercial innovation, break through the traditional combination of "shopping"-oriented industries, introduce new types of industries, and increase the cultural and intellectual experience space to satisfy the needs of people who are not only shopping but also culture, leisure, entertainment and so on. In addition to shopping, the city has a variety of needs such as culture, leisure and entertainment.
(1) Breaking through the traditional "shopping"-oriented business mix: Research data show that more than 65% of the traffic in commercial venues in large cities is for entertainment, tourism and leisure. Taking the urban complex as an example, the development enterprise can introduce theater, cinema, convention and exhibition, museum, animation, fitness and other non-shopping business, to create a cultural and intellectual experience space.
(2) Taking "culture, leisure and experience" as commercial attraction elements: combining business forms around various attraction elements, by introducing leisure forms full of culture and taste, such as book bar, art exhibition, tea room, mood lounge, cloth bar, pottery bar, creative boutique, bar, etc., so as to form a place integrating culture, art, leisure and shopping, thus forming a humanistic style integrating culture, art, leisure and shopping, Leisure and shopping in one of the humanities fashion sink.
Second, the operation of culture as an engine
(A) borrowing culture to cultivate to upgrade the operation of commercial projects
Enterprises can consider the unified investment around a unified cultural theme, to ensure that the layout of the theme of the industry is prominent, the structure is reasonable, and the quality is excellent. At the same time, focus on long-term operation, long-term cultivation of the cultural atmosphere, balancing the dual pursuit of consumers on the material and spiritual.
1. Maintain the image of unified cultural theme, unified investment
To complete the ideal layout of cultural features of the industry, depends on the promotion of investment in the early stage of whether to focus on the unified cultural theme orientation. In the investment process will adhere to the fine principle of "better to be scarce than to be plentiful" and "choose the best among the best", and conduct unified investment around a unified cultural theme to ensure that the layout of the industry is thematically prominent, structurally reasonable and of excellent quality.
Oriented investment around the cultural theme, special merchants to give preferential investment. Combined with the functional positioning of "point with surface, characteristic operation", for merchants with high cultural, artistic, scientific and technological content, will be given preferential policies to ensure that the cultural theme of the commercial project is fully embodied.
2. Carry out the theme of cultural marketing, focusing on the long-term cultivation of cultural atmosphere
Do a good job of investment promotion for the sustainable development of commercial projects is only the first step in the Long March. Focus on the long-term operation of commercial projects, pursue the policy of fish farming, and on this basis, pay attention to the long-term cultivation of the cultural atmosphere.
Continuing with the commercial theme culture and launching three-dimensional communication: Refining the essence of the commercial theme culture or flashpoints and integrating it into every aspect of marketing, including the design of promotional materials, on-site promotion and return visits. Carry out three-dimensional dissemination, including through cooperation with TV channels, fashion magazines and portals, etc., to carry out a series of activities such as entertainment programs and movie promotions that are in line with the cultural theme of the specific commercial project, which not only allows store investors and consumers to participate in the interaction, but also expands the project's cultural radiance with the help of TV, magazines, the Internet and other communication channels.
Regularly launch cross-border cultural promotion activities to meet the cultural demands of consumers: Regularly organize high-quality cultural activities such as painting and sculpture, video interaction, art appreciation, parties and concerts related to the commercial culture theme through the joint efforts of well-known enterprises or famous figures in the cultural, art, academic and industrial fields, in order to bring the specific consumer groups a visual and auditory cultural feast. cultural feasts for specific consumer groups.
(2) Enhancement of humanization to improve commercial management services
The shopping center emphasizes that "humanistic care" is a kind of respect for people themselves. With the goal of pouring humanistic care, "soft" and "hard" both, to create a relaxed business environment, to enhance the commercial real estate (featured reading) property services, humanization, detail management, customized services for the soft competitiveness.
1. Create a "zero interference" environment
Business premises design and arrangement as well as equipment and facilities and publicity materials to be prepared, from the actual needs of consumers, in order to be conducive to the consumer's consumption, leisure and convenience as the basis and point of departure, to truly achieve the " People-oriented", to create "zero interference" environment:
Passage "zero interference": the shopping mall walking channel is spacious and smooth, not blocked by booths, X-stand, plants and other items, at the same time, can provide special access for people with disabilities. At the same time, it can provide special access for the disabled.
Instruction "zero interference": for customers accustomed to walking counterclockwise characteristics, in line with the "sign" itself is the principle of service, according to the walking route to set up a reasonable signage, indicating the entrances and exits, security gates, restrooms, elevators and other facilities and walking direction, and so on. and the direction of walking, and so on.
Health "zero interference": cleaning staff must be required to wear decent clothing, holding as small as possible cleaning tools, clean up the ground at any time the garbage and water, especially the elevator car and restroom cleaning should be designated as a person responsible for, and so on.
2. Do a good job of caring for consumers care and thoughtful service
Adhering to the details of the three levels of management services:
(1) reserved space for rest: respect for consumers to rest, stay in demand, such as in the shopping malls inside, every certain distance of space, the design of a number of humanized benches, in the atrium, set up a ring type of lounge chairs, to meet the customer's need for rest.
(2) pay attention to the details of the creation: such as in the underground parking lot, with different colors to differentiate between different parking areas, so that parking shopping consumers can easily find the parking place; underground parking lot into the entrance of the shopping center decorated with warm lights, ready to shop for consumers a warm feeling.
(3) Expanding convenience services: such as providing self-service computers, business printing, rainy day emergency umbrellas, shoe shine, laundry, mail, depository items, child care, pet care, door-to-door service, UnionPay cash machines, vending machines, free supply of beverages and so on.
3. Effective interaction and communication with merchants and customers
Build a platform for interaction and communication between commercial real estate (featured reading) projects and merchants, customers and consumers to maintain an equal and cordial relationship with consumers, and to strengthen the interaction and communication between the two at the same time, but also in this way to the management of the mall and the tenants, merchandise, etc. to carry out reasonable and effective supervision, so as to continuously improve deficiencies. Supervision, so as to continuously improve the shortcomings, and constantly improve the quality of service.
(1) build a multi-faceted service platform: set up on-site, telephone and online service desk in commercial real estate projects, using face-to-face, telephone and online services to talk and communicate, collect consumers' opinions on various commodities, merchants and services, and set up platforms and channels to promote and develop the interaction between the two sides in order to ensure that the customer's inquiries and opinions are accepted at all times and answered in a timely manner. Answer.
(2) pay attention to the soft environment to create, improve the humanistic quality: high-grade management personnel is the commercial real estate humanized service in practice according to the guarantee. Enterprises on the commercial real estate project management personnel selection, should pay full attention to its comprehensive quality and service quality, put the humanistic quality in the first place, know how to stand in the leased business and consumer point of view, know how to through the details of the service to make business and consumer satisfaction.