how long has it been since you played? How long has it been since you went to the top floor of the mall?
You may think that the top floor of a shopping mall is just a restaurant or a cinema, but now "temples", art galleries, installation art, ferris wheel, hanging gardens, volley track … all appear on the top floor, and some people even move the mountain into the shopping mall, and the top of the building is the top of the mountain, so the city is small at a glance.
When Xiao Ke from Beijing travels to Nanjing, his first destination is not Sun Yat-sen's Mausoleum and Confucius Temple, but to punch in the Deji Mall, because the exhibition "Jin Ling Tu" in Deji Art Museum on the top floor is the hottest punching place at present.
The Deji Art Museum on the top floor of Nanjing Deji Shopping Mall
came out of the subway station. On the way to take the elevator from the first floor, she passed the online celebrity food and beauty products on the first floor, luxury goods on the first and second floors, sports brands on the fifth floor, and some snacks and milk tea shops lurking in the corner.
When I arrived at the digital version of Jinling Map on the top floor, I had already spent 7788 yuan.
Art exhibitions on the top floor of shopping malls are not new, but they are getting worse.
in 2114, Shanghai K11, with the "Impressionist Master Monet Exhibition", set off a wave of queuing in shopping malls to see the exhibition. Now Fangcaodi in Beijing, Deji in Nanjing, IFS…… in Chengdu ... and even department stores such as Seibu, SOGO, Oda Express and Isetan in Japan all rely on art galleries to bring huge traffic.
The art exhibition is only one aspect. The "You Shan" in Changchun, Joy City in Shanghai and IFS in Chengdu are all overweight the top floor of shopping malls, hoping to lead young people to shopping malls and pull them to the top floor with various experiences and IP effects.
First, the crisis of shopping malls under the "shower effect"
Shopping malls are striving for the so-called "shower effect".
the "shower effect" refers to guiding customers on the top floor of a commercial building to spend money on the lower floors. People will have purchasing power in the lower floors of the building after all kinds of art activities and leisure activities opened at the top floor or the top floor.
it can be seen that the purpose of each floor of the mall is not consistent.
B1 floor is the "popularity magnet" with the largest traffic in shopping malls. It is quite cost-effective for online brands or new brands starting from scratch to choose B1 floor. This routine is quite useful for curious young people.
The update iteration is the fastest, with the most products in online celebrity and the lowest customer price.
F1 and F2 floors are the rows of shopping malls, where mature brands such as luxury goods, jewelry and beauty cosmetics usually gather.
compared with catering and clothing brands, they have relatively few passengers, which not only avoids the crowding of customers after entering the mall, but also grasps the elastic demand psychology of "can buy or not". After all, most customers will pass through the lower floors.
Then there are restaurants, video games, cinemas and art galleries, which belong to purposeful consumption. Even if they are placed on higher floors, they have little impact on the passenger flow, and they can balance the flow of people in shopping malls. Moreover, the higher the floors, the lower the rent, which can also reduce the rent pressure of brands.
if we apply the brand life cycle, B1 layer corresponds to the brand's emerging, F1 and F2 are the brand's growth and peak, and the top layer is the end and grave of brand life.
But shopping malls have not lived well in recent years.
The rapid development of e-commerce constantly squeezes off-line commerce, and young people have two contradictory attitudes towards shopping malls, while ignoring and flattering; Abandon and fight.
clothes were moved online, hot pot was moved online, manicure was moved online, and all the functions of the mall were eaten up by e-commerce, leaving rows of empty shelves.
In 2121, "Win Business Cloud Think Tank" takes 1,181 shopping malls with an area of over 51,111 square meters in 21 cities across the country as the research object. From the dimensions of the number, proportion and distribution of brand switch stores in various formats, it is found that
in 2121, all switch stores in various formats are in a shrinking trend, with nearly 78,111 closed stores and more than 61,111 opened stores, with an overall switch store ratio of 1.78.
It can be said that the shopping mall is empty, holding a mobile phone and smiling.
INDIGO, Chaoyang, Beijing, is a cooperative project between Swire Land and Ocean Land. Although it is a typical community shopping center outside the Fifth Ring Road, it is well-known.
But INDIGO's attraction to young customers is disappearing.
We look at the top floor of INDIGO. east (catering), Theory (clothing), Hertz (company), Suoyi Shangjie (company) ... all kinds of nameless brands and companies are mixed together, and the composition is quite complicated.
if F1 is the bright surface of the shopping mall, then the loneliness of the roof is the background color.
"I'm curious, do people really buy things here?"
being ignored is more deadly than bad reviews from customers. No one will care about the top floor of a shopping mall. There is an unmanned grocery store called "CINE SHOP". In four years, only two reviews separated by more than one year were obtained in the public comments.
The top floor of Beijing INDIGO
E-commerce is an all-round smashing and reorganization of commercial entities, which has brought about great changes in lifestyle and business model as well as corresponding changes in aesthetic taste.
With the unprecedented convenience of consumption, young people are full of unprecedented enthusiasm for exploring all new offline commercial spaces that can provide completely different experiences.
The traditional business model of market division by age, gender and price has been broken and rebuilt, and it has changed according to the aesthetic taste of the new generation of consumers. At the same time, it has been ignored at the top of the shopping mall and another kind of flattery has been born.
Their curiosity and desire to explore are innate. With the emergence of new brands or formats, social media is often used to quickly spread the volume among young people, and in this era of scarce attention, the volume is harvested to the greatest extent.
according to the data of "Win Business Cloud Think Tank", compared with the "terrible" in 2121, the ratio of switch shops in 1,111 shopping malls in 24 cities nationwide rebounded in 2121, rising from 1.78 in 2121 to 1.14 in 2121.
in p>2121, among the 1,111 shopping malls, there will be more than 51,111 newly opened stores, and the corresponding number of newly closed stores will be about 47,111.
Among them, the annual opening and closing ratio of cultural and sports entertainment is 1.45, and the overall opening and closing ratio of life service is 1.5, which has become the new favorite of investment promotion. Clothing once again plays the role of "dragging its feet", and the overall opening and closing ratio is 1.94, which is lower than the overall level of retail format of 1.13.
various formats in emerging business districts are developing well, providing a good living soil for formats with weak leasing power, such as recreation, sports, entertainment and life service. New formats do not play cards according to common sense, break through traditional stereotypes, produce new content, reconstruct experiences and become new species.
Usually, the rent on the top of a shopping mall is the cheapest, and the passenger flow is small.
but from another angle, it is the hook that attracts customers to visit the whole shopping mall from low to high, with the strongest plasticity and the best activity.
Second, the reconstructed top floor
In the commercial real estate circle, "rejuvenation" is the first "commercial correctness".
The Insight Report of New Youth in 2121 shows that Generation Z, which pays attention to experience, values offline experience and also pursues "immersive" and "* * * emotional" entertainment experience, such as movies, exhibitions, performances, escape from the secret room and script killing .......
Today's shopping malls no longer use the action of "buying" as a means to clinch a deal.
the tiled roof.
collage, mashup, grafting, montage, shopping malls and brands under the new consumption wave have made a gesture that all elements are bound to be sucked into their stomachs.
In Beijing's Overseas Chinese Welfare Grassland, the story of human migration to Mars covers all the spaces in shopping malls. On the top floor, the exhibition was presented in cooperation with joint visual artists, and the completion of scene construction and audience experience was amazing.
Beijing's Qiaofufang Grassland
Shanghai Changfeng Joy City, which opened in 2118, is located at the intersection of Daduhe Road and Yunling East Road in Putuo District, but it also faced great competitive pressure at the beginning of its opening.
Shanghai's commercial real estate is extremely involved, and the number and quality of shopping malls and even the diversity of types are the first in China.
according to the statistics of Chinese businessmen, there are more than 511 shopping malls and commercial blocks in Shanghai. At the same time, the level of commercial development in various districts of Shanghai is not balanced, with Jing 'an, Huangpu and Pudong occupying the top three.
what helps Putuo Changfeng Joy City stand out is the Sky Park built on the top floor.
Denggao Park in Changfeng Joy City mixes sports, fitness, socializing, entertainment and shopping "without restraint".
Looking down from the sky, the most conspicuous thing is the pink volley runway Starry Runway around Gordon Park, which has become a punching place for many young people.
Shanghai Changfeng Joy City
The chicken thief who climbed the park hit the AB face of the urban beauties to meet the mix and match. "This is a place where you can walk your baby in high heels." Walking around the shopping mall, I slipped the baby to the roof.
In 2121, Putuo Changfeng Joy City entered the top 41 of "TOP111 Shopping Centers Concerned by Brand Owners" of Winner.com. In the first half of 2121, Joy City Real Estate achieved an operating income of 4.672 billion yuan, a year-on-year increase of 32.5%.
and it was Chengdu International Financial Center IFS that played the format mix and match to the extreme at the top of the mall earlier.
It can be said that the "wall-climbing panda" hanging on the top floor of IFS has deeply penetrated into the corners of IFS and even the DNA of Chengdu hipsters.
Chengdu IFS
Chengdu hipsters meet each other, saying "wait under the panda's ass", and both of them know what each other is saying. The reorganization mode of business+art is the traffic password under the new consumption era and visual economy.
After IFS Panda, all kinds of dolls, clothes, mascots and Santa Claus are toddlers hanging on the top floor of shopping malls in all directions.
Changsha IFS
The key change of IFS to traditional shopping malls lies in the combination of cultural and artistic activities with business, and the trend pop-up shop, art exhibitions and theme activities are all crammed into the top floor of IFS.
traditional shopping malls have turned into compound shopping malls for consumers of generation z and new middle class.
New consumption was cold last year, but with the blessing of art, IFS can attract people to the roof for sightseeing in a short time. According to statistics, most people will choose to visit the shopping mall from top to bottom after visiting the artistic installations on the roof.
In the first half of 2121, driven by the IFS product line project, Wharf's income from mainland investment property increased by 45% to HK$ 2.677 billion, and its operating profit increased by 51% to HK$ 1.78 billion.
Chengdu IFS has outstanding performance, with the occupancy rate exceeding 95%, and the revenue and operating profit increased by 45% and 54% respectively.
get out of the mold of intercropping.
Starbucks takes the road of non-chain standardized replication.
in order to create the so-called "third space" and cater to the cultures of different regions, it seems to be adapted to local conditions. Starbucks stores have produced four different styles, namely, tradition, industry, region and concept.
It seems a bit corny to punch in Starbucks coffee on social media now, but Starbucks stores are still "hot spots". This idea of "one store, one design" is also applicable on the roof of a shopping mall.
In Jing 'an Joy City, which is 9 kilometers away from Putuo Changfeng Joy City, Sky Ring Ferris wheel was built on its roof.
Shanghai Jing' an Joy City
This is the first cantilever roof ferris wheel in China, which is called "the love landmark of the magic capital". Jing' an Joy City is close to Huangpu River and Suzhou River, and the whole ferris wheel has become a veritable "eye-catching" and "gold-attracting".
in addition to having a view overlooking the river, Sky Ring is particularly good at cross-border cooperation with various brands to drive passenger flow.
Different from the standardized and stereotyped traditional shopping malls, it is the core of the way to "live on the roof" to think about how to differentiate marketing with brands, create hot topics and attract consumers.
At present, shopping malls in many cities have also built ferris wheels on the roofs, but compared with building a large number of ferris wheels with low discrimination.
each region has different aesthetic styles. Only by combining the unique design theme with the local culture and creating a new landmark of city symbol and aesthetics can the shopping mall be in a dynamic evolution forever.
it is the breakthrough of the pattern of intercropping design that will make consumers look forward to and surprise the shopping mall forever like opening a blind box.
there is also a third space on the roof of the mall.
American sociologist Ray Oldenburg put forward the concept of "the third space", which was interpreted by Starbucks as the most successful commercial space concept in history.
This is a public space which is different from the "first space" for family living and the "second space" for workplace. Besides the well-known cafes, there are also public places such as city bars, museums, libraries and parks.
In fact, after breaking through the single buying and selling function, shopping malls trying to rise in the new consumption wave are also trying to create a "third space" to attract target consumers to stay more, belong more and become their gathering point.
Taikooli, Qiantan, Shanghai
Taikooli, Qiantan, Shanghai has a new version of "Hanging Garden+Business Life Circle" tailored for Shanghai.
For the flash exhibitions of Chanel, Dior, LV and other super luxury brands, BoboLEE, a online celebrity store, built a "hanging garden" on the roof, and the top-floor bookstore introduced natural light on the roof to create a sunny and natural reading space with indoor light.
"There are mountains here" in Changchun puts mountains in glass boxes.
In a space of about 71,111 square meters, two different architectural forms and styles, hillside and cave, are adopted, with distinct levels from streets to courtyards, to create a modern hilly scenic town with a strong sense of the times.
Many people have had the idea of staying away from the boring, trivial and high-rise city life and enjoying nature and pleasure in "Poetry and Distance", and "There are mountains here" tells a story of "You don't have to leave the city, here is the distance".
There is a mountain in Changchun
Customers climb the mountain and go shopping at the same time, and get a complete short-distance travel experience; At the same time, passenger flow can also reach every brand store, which has a higher spread rate.
On the top floor of the shopping mall, or "the top of the mountain", a white and holy Buddha statue was built, which further enhanced the atmosphere of the mountain.
interestingly, tourists will spontaneously throw coins at the Buddha statue, so "There's a Mountain" built an online payment machine nearby, charging an average of 4,111-5,111 yuan a day.
People who come here find the Zen of distant mountains in the bustling city.
In addition to mountains and scenery, the content of "There are mountains here" is quite ingenious. For example, there are many novel brand formats, such as Glass Studio, Mountain Bet Stone, Banana Men's Oil Head, Craftsman's Motorcycle Making, etc., as well as the hotel accommodation provided by the Inn Mountain House, and the occupancy rate is not bad.
91% of the merchants paid the commission.