Business planning principles
Traffic priority:
1. Reasonably plan the secondary road network and building layout according to the urban road network, and optimize the layout of business functions in the optimal traffic position;
2. People and vehicles are separated, people outside the vehicle and people getting off the vehicle are on the ground, and there are only pedestrians inside the site, so the traffic and goods all enter the building underground from the periphery of the site.
functional partition:
1. Layout according to the functional correspondence between formats;
2. Arrange and choose various functional formats according to the rental-sales ratio and financial requirements;
3. Follow the basic laws of architectural design.
Highlight commerce:
1. Commerce occupies a dominant position in the urban complex;
2. Highlight commerce in the planning layout and city image, reflecting accessibility and visibility;
3. Order-based real estate development, and pre-inviting investment for major formats.
Public space:
1. Outdoor space: commercial plaza, centralized green space and landscape water system;
2. Indoor: it is well-laid, orderly and smooth.
Seven points of business planning
I. Functional layout
Residential and commercial areas should be divided into dynamic and static areas: residential areas are relatively concentrated, forming communities and separating from commercial areas; Holding businesses should be relatively concentrated and separated from saleable businesses, which is conducive to later management.
star-rated hotels and Grade-A offices (if planned): try to set them independently along the main roads of the city to reflect the overall grade and image of the project.
apartment (if planned): as a high-rise building complex above the commercial subject, it should be arranged along the edge of the commercial subject as far as possible.
II. Architectural Form
Facade (ION case in Singapore): It reflects the business atmosphere of fashion, modernity, trend and grade, and emphasizes the design in combination with local culture and history; Work out the unique facade shape, and show the name and logo of the shopping center to highlight the corporate image.
entrance: the main entrance of the shopping center is a first-class entrance, which plays a leading role in the overall situation, is eye-catching and has the function of welcoming guests, and should be designed with emphasis; The entrance and exit of the main department store is Grade II, which should focus on the characteristics of the business format; The third-level entrances are apartments, offices and hotels.
Landscape (the case of Pacific Place in Hong Kong and Miami Shopping Center in the United States): highlight the facade and night lighting, and try not to block along the main facade, with the main principles of highlighting fashion, showing night scenes and invigorating business atmosphere.
it involves three levels: the square square at the main entrance, the strip-shaped square along the main facade, and the outdoor street landscape, so as to create water features, sculptures, tree arrays, light boxes, guide systems, sales, stools, pole lights and LOGO lights.
Case: The landscape design of Pacific Place in Hong Kong further improves its quality
The landscape of Pacific Place was designed by a British company, with a total cost of about RMB 1 billion. Overall consideration is given to the overall design and effect extending from the facade of the building to the ground pavement and landscape greening.
III. Traffic Planning
The square in front of the gate: the large square is set in combination with the main traffic roads of the city, and other squares are set in combination with commercial entrances and exits;
vertical layout: the number and location of commercial entrances and exits are reasonable, and the design is combined with passenger flow, municipal sidewalks, overpasses, underground passages and underground traffic entrances and exits;
Road traffic:
1. The relationship and organization between the traffic lines inside and outside the commercial complex and the traffic around the city should be reasonable and meet the requirements of urban traffic planning;
2. The underground garage should have two two-way entrances and exits, which are located on different roads to reduce the impact on pedestrians and passengers, and ensure the smooth arrival and departure of vehicles without causing congestion.
3. The independent external passage and internal vertical traffic of the commercial complex should be considered as a whole.
parking spaces: reasonably plan the number and location of parking spaces for motor vehicles and non-motor vehicles to meet the needs of business and residence, and the number of parking spaces for commercial use ensures the throughput of 1,111 vehicles/hour.
stops and bus stops: in order to facilitate customers to get on and off, it is necessary to consider adding a harbor-type vehicle stop with a length of more than 21 meters and a width of two lanes to meet the needs of taxi stops; Plan bus stops according to the current situation of surrounding buses.
iv. commercial moving line
the principle of moving line design is that the moving line is clear, concise, with as few forks as possible, and the core moving line is dumbbell-shaped. Through the dumbbell-shaped main shops at both ends, the commercial street is effectively connected in series, and other moving lines are born from this.
passenger flow route: concise, without dead ends, to avoid customers going back;
traffic flow lane: the customer traffic flow enters from the garage on the main road, and then leaves through the fixed garage exit, and the freight flow lane passes through the same garage; Parking space, equipment room, unloading area, warehouse and supporting rooms are designed on the first or second floor underground;
cargo flow dynamic line: divided into two types: plane and vertical; Plane transportation enters the underground, goes to the unloading area of their respective freight elevator halls, and then is delivered to all floors through freight elevators. Department stores, supermarkets, restaurants and retail shops should have their own relatively independent freight elevators to meet the requirements of freight and garbage removal; The main store format, catering and retail shops should have special garbage moving lines, and the garbage should be sent directly to underground dry and wet garbage houses for centralized storage and transportation;
employees move the line: employees include business management personnel and business personnel. Business management personnel's working hours are different from business hours, so they need a separate commute channel. The streamline of business personnel in each format is the same as that of customers; The catering personnel should have their own moving line, that is, the freight passage, and the staff toilet is set in the freight passage, which is the main passage for catering personnel and garbage transportation.
case:
passenger flow dynamic line
vertical dynamic line design
v. business positioning
business positioning: the business radiation radius and target customers should be clear.
commercial volume: 1.2-1.2 million square meters for commercial-prefecture-level cities and 1-1.2 million square meters for counties.
format ratio: the area distribution between retail and non-retail. General shopping 45-61%, catering 15-31%, entertainment 11-21%, leisure 11-15%, supporting 5-11%.
main store planning: department stores, cinemas, video games, KTV, supermarkets, children's entertainment, digital appliances and secondary main stores meet the technical requirements of real estate.
format floor planning: department store:-1f-5f; Supermarket: -1F-1F or 1f-2f; Recreation and entertainment: fitness, KTV, video games and other planning high floors, ice rink can be planned on high floors or underground floors; Catering: generally, fast food is planned underground, and coffee, leisure meals, tea restaurants, exotic dishes, large-scale catering and food squares are planned from low to high on the ground floor; Retail shops are distributed on different floors along the commercial street.
outdoor saleable commercial street planning:
total length: 251-311m; Number of floors: no more than 3 floors; Floor height: the same as the shopping center on the same floor.
format: brand monopoly on the first floor, clothing, accessories and services on the second floor, and catering on the third floor.
Case: Format Planning of Shanghai Ganghui Plaza
In the total operating area of Hong Kong, retail shopping accounts for nearly 65%, catering accounts for 22%, entertainment and leisure accounts for 11%, and supporting services account for 2%;
Retail products include fashion clothes, children's products, cosmetics, jewelry, etc., with rich industries;
Although the number of catering shops only accounts for 11% of the total number, the area is one fifth of the total area, and there are special restaurants such as Asian cuisines and Western cuisines, as well as small food stores such as coffee and ice cream.
Recreation and supporting services account for 1.4% and 1.6% respectively, and cinemas, game halls and banks are set up to provide customers with a leisure environment and convenient services.
VI. Graphic design
The graphic composition is mainly: commercial street+main store+sub-main store+entertainment, catering and leisure+specialty store+specialty store+underground parking lot+commercial auxiliary room, and all formats collude through the commercial street to form the interaction of people flow.
Indoor commercial street: it is the soul and link that connects the main stores, and its average efficiency is more than twice that of ordinary main stores, which is the most important thing in graphic design.
overall design: the length is 281-351m, and the area is about 31,111 square meters;
entrance design: the main entrance and exit of the shopping center is the main distribution center for people, and the space should be kept smooth;
straight section design: the width of the passage is 15-16m, the width of the walkways on both sides is 3.5-4m, the width of the empty space is 8-9m, and the distance between escalators is 51-61m. The escalators are arranged in parallel near the entrance to avoid blocking the view, and 2-3 connecting bridges are built between escalators. The sight of the commercial street should be transparent, and dozens of shops can be seen at a glance, which is conducive to business. Department stores, supermarkets, entertainment, catering and retail stores should have special freight elevators. The main store and the commercial street are connected by a dedicated channel, and generally there are 1-2 openings with the size of 1-2 column spacing.
retail store: both sides of the commercial street should be designed as pavements as far as possible, without stairs and equipment rooms, etc. The pavement design requires regular space division to avoid abnormity as far as possible. When the tube well passes through the store, it is required to stick corners to set corners, which will not affect the division and merger of the store.
catering stores: the required area is large, and a dedicated garbage passage is designed at the back of each catering store, and it goes to the underground garbage room through the freight elevator, and a dedicated toilet for catering personnel is arranged in the garbage passage, so as to separate cleaning from pollution and ensure the operation quality.
Atrium design: The corpse is located at the turning point of the commercial street, with different shapes and sizes. The shops around the atrium are deepened to facilitate the layout of large shops.
main format design:
department store: independent and complementary with indoor commercial streets and other formats, generally 5-6 floors, with a single floor area of 5,111-6,111 square meters preferred. The first floor is planned for cosmetics, gold jewelry, shoes and bags, watches and glasses, etc., and the second, third and fourth floors are planned for men's, women's, young and comfortable clothes, bags, ornaments, underwear and wool.
entertainment and catering format: it is arranged at the less popular end, and the video game and KTV rooms are arranged horizontally and vertically as far as possible, so that the fire evacuation route is concise and clear. The cinema requires reasonable matching to facilitate the screening requirements of different films. There are 1 IMAX halls, 1 halls with about 311 people, halls with no less than 211 people, VIP halls, and a two-storey lobby of about 611 square meters to watch movies. Because the best business hours of the above formats are at night, it is required to set up direct night entrances and exits, independent elevators and guiding signs to meet the requirements of night use.
Supermarket: generally, the basement is set up, and the rented-out area is designed to be transparent as far as possible, so that the main entrance and renter have strong visibility, which is beneficial for customers to arrive conveniently and quickly after parking.
Secondary main stores: fast fashion brands such as ZARA, HM, etc., with an area of 1,511-2,111 square meters, are arranged at both ends of the first floor of the indoor commercial street or in the atrium, with an opening of 2-3 columns to promote popularity.
functional rooms: including bathrooms, maternal and child rooms, smoking rooms, etc. The bathrooms are located in low-value and relatively hidden places, with a distance of 81-111m and an area of 71-111m2/room.
equipment room design: the room area accounts for about 3.9-4.5% of the commercial building area.
underground garage design: mechanical parking spaces should be reserved for underground garages, and truck driving passages should be designed in combination with freight elevators. The garage line is concise and unobstructed, the main passage is horizontal and vertical, and the underground elevator hall and escalator hall are set up along the main passage of the garage. The entrance and exit of the garage should be as far away from the big commercial street as possible to reduce the impact on the flow of commercial people. The entrance and exit require double entry and double exit, the lane width is more than 9 meters, the clear height of lane entrance and passage is not less than 2.4 meters, the clear height of mechanical parking space is not less than 3.6 meters, and there are special entrances and exits for trucks and freight passages, and the clear heights of both entrances and passages are not less than 3.6 meters. The main store has a separate garbage room and sewage treatment room in the basement. The garbage room needs dry and wet separation.
design of auxiliary rooms: the area of large commercial rooms should reach 1111 square meters; The canteen covers an area of 611-1111 square meters; The area of sales-oriented properties (including large commercial towers) shall not be less than the area of management rooms (usually 3 ‰-5 ‰) stipulated by local property management laws and regulations; The location of the pipe room should be located in the ground area. The commercial part and the sales property part should be independent, so as to avoid the property right disputes of residential property management houses in the later period.
structural joint design: the structural joint is based on the premise that it will not affect the use function and reduce the quality, and there are as few cracks as possible. The distance is 1.51-211 meters, and it does not pass through sensitive areas such as cinema halls and lobbies, and there is no ground floor and no permanent seam in the ground; Align up and down, and staggered joints are not allowed. It should be located in the separation part between different formats and meet the requirements of the specification.
case: reference plan of Happiness Blue Ocean Cinema
VII. Technical conditions of real estate
Technical conditions of real estate are the premise and basis of design, including lease area, lease area, building function, structural load, electromechanical arrangement, etc. Part of them are the requirements for planning and design, and the other part is the technical conditions and delivery standards in the engineering sense.
structural load: we should focus on the formats with special requirements for the structure, such as supermarkets, ice rinks, etc.
structural decking: the kitchen area of catering format needs decking to set up a drain;
decoration standard: department stores and supermarkets are hardcover, and the rest of the main stores are delivered by gross defects; The retail shops in the pedestrian street are delivered in hardcover, and the restaurants are delivered in gross. Delivery of blank refers to the completion of fire protection, air conditioning and water, electricity and gas reservation, and the rest of the decoration content is completed by the customer.
water supply and power supply: department stores, supermarkets, ice rinks and cinemas are charged separately, and other formats are paid by the shopping center.
air conditioning system: department stores, supermarkets and cinemas are independent and managed by themselves, while the other systems are managed by commercial management companies.
Oil separation and smoke exhaust for catering: In addition to the first-class oil separation installation, the kitchen drainage of catering outlets is generally equipped with a sewage treatment room in the basement, and each catering merchant reserves an independent oil fume exhaust pipe well with stainless steel plates and oil fume exhaust installation designed by the merchant.
air conditioning system: the air conditioning systems of department stores and supermarkets are independent and managed by themselves, and the rest are a set of systems managed by commercial management companies.
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