Clarify the importance of project development theme positioning. A successful shopping center needs a clear theme orientation. A commercial space with distinctive theme can strengthen consumers' impression and patronage motivation, enhance the added value of consumers' shopping, let consumers clearly understand the shopping form and the space quality they can feel, and are willing to spend their leisure time in the mall. Domestic successful cases, such as Xintiandi in Shanghai and Xishu Covered Bridge in Chengdu, are all successful examples in this respect. The theme positioning of Hangzhou Tower in Hangzhou is more successful than other shopping malls. Therefore, at the beginning of planning, shopping malls must confirm the themes of their customers and businesses, so as to confirm the thinking direction of overall planning and design in the future.
The importance of choosing and positioning major stores. The main store is the key factor for the success of shopping malls. The popularity and reputation accumulated by high-profile main stores in the past will help to enhance the image of shopping malls and increase their recognition. As a source of attraction for shopping malls to attract purposeful people, the head office has a very important influence on the development of shopping malls and is one of the shortcuts to the success of shopping malls. For example, Warner Weixiu Studios Shopping Center, Max Spencer, IKEA and other hypermarkets all know that they have a series of requirements for store area, shelf display and parking demand. In order to attract major stores, developers must fully understand the needs of the expected major stores at the beginning of shopping center planning. The more they master, the fewer problems they will face in the future.
Importance of site selection for commercial projects. If you choose the right location of the shopping mall, you can grasp the advantages of geographical location. The right store location can give people around you a lift and increase the success rate of the mall. Therefore, in the location of shopping centers, we should grasp the following points.
There should be a fixed flow of passengers around. Before site selection, the scale of passenger flow around the base should be investigated, and the surrounding population density should be able to support the operation of the shopping mall. For example, in the vicinity of commercial streets, pedestrian streets, cinemas or parks, people in these places are relatively concentrated, which can be said to be an area integrating leisure and shopping.
Convenient transportation. Near the station, especially where the subway or several bus lines meet, it can bring convenience to the guests, so it has high commercial value. The width of adjacent roads, the accessibility of public transportation and the availability of parking spaces are the key points in the location of shopping malls.
Aggregation effect of business environment. If the surrounding commercial development scale can form agglomeration effect, it will be of great positive help to the development of shopping malls. Although there is a certain competitive pressure for group gatherings, there will be more people because there are many shops that can meet the various needs of customers. More importantly, it will have a business-intensive effect, which will make it easier to play its comparative advantage to occupy the market and attract more customers to buy.
Suitable land development conditions. We should fully consider the shape, size, topography, physical environment and other factors of the plot. For example, the location will have an impact on the requirements of climatic conditions (wind direction, sunshine). Generally, people will choose to sit in the direction facing south, so that on the one hand, they can avoid the sun exposure in summer, on the other hand, they can avoid the cold wind in winter, which is beneficial to customers and goods stored in shopping malls.
The development of shopping malls should meet the requirements of urban planning, and at the same time, we should understand the surrounding urban planning prospects to avoid future changes in urban planning affecting the development of shopping malls. Therefore, you can choose to choose a residential area where residents live or a place with enterprises and institutions, because proximity will attract nearby residents and form a fixed consumer group.
Importance of streamline planning at intersections of commercial projects. Distinguish the flow of people, cars and goods, and rationally allocate the moving lines of shopping malls. In the planning of shopping malls, apart from consumers' moving lines, special moving lines for goods and services must be provided at the same time to avoid moving line conflicts and have a negative impact on consumers' perception and service functions.
Comfort and convenience of moving line planning. A moving line with appropriate width, bright comfort and clear sense of direction can make customers willing to stay in the mall for a longer time, which is definitely the only way to plan the moving line of the mall. In the process of interior decoration of shopping malls, the use of decoration paint, the choice of lighting and whether there is peculiar smell in the air will have an impact on customers' psychology.
Importance of project plane function configuration. The layout of the shopping mall should conform to the positioning and design theme of the shopping mall, and at the same time, it should be based on the premise of facilitating consumers to visit and select goods, display and sell goods, so as to make the store have more exposure. Shopping malls are containers for displaying all kinds of commercial products, and all kinds of commodity forms have their own logic in plane space configuration, so the plane configuration should reflect the needs of different types of commodities for the size, service function and location of shopping malls.
At the same time, the layout of the store should encourage and guide consumers to stay in the store for a longer time, increase their walking space distance, make the whole shopping space environment comfortable, and encourage more additional shopping behavior.
Importance of good visual design of commercial space. The overall visual design of shopping center space has a key impact on the shaping of shopping center image. The visual design of shopping center is highly recognizable, which is helpful for consumers to establish their cognition and understanding of shopping center. The messy visual environment is definitely an important factor in the deduction of shopping mall environment. Visual design is a very important element of commercial buildings, and it is the overall consideration of building facade and space shaping. Pointer system, window design, interior decoration color scheme, lighting and landscape are all important elements to shape the visual image of the store, which should be able to echo the theme positioning and overall planning and design of the store, thus forming the overall spatial atmosphere of the store and enhancing the overall image of the store.
The importance of gathering business popularity. The popularity of shopping malls needs some power engine space to drive. Activities and entertainment facilities that can gather people in a short time are definitely the source of vitality and energy for shopping malls. Cinema, casino, dining space and regular and irregular activities are all sources of vitality for shopping malls. Therefore, a successful shopping center must have a space and theme store where people can gather and enjoy activities, so that the shopping center is not only a place for consumption, but also a field for social interaction and leisure.
The importance of creating a happy shopping atmosphere in business places. Shopping consumption should definitely be a pleasant life experience. Consumers come to the mall not only to shop, but also to relax, so it is absolutely necessary for the mall to create a pleasant shopping atmosphere. Therefore, stores should try their best to provide consumers with a lively and relaxed environment so that they can enjoy shopping in a relaxed mood. A happy shopping environment can be created through the architectural image, indoor space, landscape environment and related entertainment facilities of the store.
The importance of appropriate cultural background in shopping malls. The planning of shopping malls needs local thinking and integration with the development of the times. The successful cases of Beijing or Shanghai may not be applicable to Hangzhou, and each city has its own local characteristics and cultural background. In addition to the consideration of function, theme, location, investment promotion and spatial image, it is also important to consider location at the right time. In Beijing, some shopping malls that tried to completely transplant foreign successful experiences in the past failed to achieve the expected success due to the lack of geographical considerations. The main reason is that climate conditions are different from people's feelings. The planning and design of a shopping center in Hangzhou should reflect the demand of Hangzhou consumers for shopping behavior.
When selecting a site, we should consider the potential commercial value, and analyze both the present situation and the future commercial value. Some once-favored shopping malls may become cold with the development, while some unattractive places may become lively in the near future, such as the development of new cities, the transformation of old cities, the planning of development zones and so on. The most famous case is the department store group founded by Wal-Mart, an American retailer, and Dong Hua, a Singaporean Chinese businessman.
To sum up, the successful design of commercial space is to create a shopping environment with complete space functions and consumers are willing to stay and patronize frequently from the perspective of both consumers and store operators, which is also what the above points should strive to do.
These concepts seem simple and basic, but they are often ignored by many designers in the design process. Some space designers often put too much emphasis on space creativity and forget consumers' expectations of commercial space; Developers are often obsessed with the replication of past successful cases, forgetting timely and appropriate environmental considerations and specific analysis of specific problems.