A Collective "Transformation" Is Brewing In Shanghai'S Shopping Centers

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In the 1990s, the first "lifestyle" shopping center in the world was born in Memphis, Tennessee, USA. In Shanghai, there have been nearly 100 such shopping centers in 10 years, and the number is growing at a geometric speed. "It can be said that shopping centers have become an indispensable part of urban people's life. But in the face of the impact of e-commerce on the traditional retail industry, and the problem of homogenization of shopping centers has become increasingly prominent, Shanghai's shopping centers are brewing a collective 'transformation'." Shanghai Shopping Mall Bai Zhikun, Deputy Secretary General of the Association, told the International Business Daily.

Combination of art and business

Decorate every corner of the shopping center with sculptures, famous paintings and multimedia art works, so that consumers can complete an art appreciation trip while shopping; Hold reading salons, movie watching activities, and interactive activities such as pastry cooking and pottery flute playing to strengthen interaction with consumers and enhance their stickiness to shopping centers; Open up "urban farms" in the catering area to let consumers experience the fun of planting

　　 shopping It is no longer the most important thing to do in the shopping center, because there are more and more surprises for consumers than shopping. "Shanghai K11 Shopping Art Center is committed to building a shopping center with the characteristics of the largest interactive art park in China, the most stage like shopping experience, a multi-cultural community hub, and 365 days of uninterrupted interactive activities." Xu Qianru, the public relations department of Shanghai New World Huaihai Property Development Co., Ltd., told the International Business Daily reporter that, These are all items that consumers can experience when they arrive at K11.

Wandering in Shanghai K11 Art Shopping Center, you can meet these works of art in a turn. In the atrium of the floor, at the corner of the rolling staircase and across the store, Shanghai K11 has selected 17 groups of works by well-known contemporary artists at home and abroad, which are scattered in different public areas on each floor, forming a unique art tour route for K11. Different from professional art places, K11 art works decorated without protective fences create a more relaxed and integrated artistic atmosphere. "We hope that art is closer to the public, and the combination of art and business has become the most distinctive feature of K11," said Xu Qianru. In addition to introducing art works to decorate the shopping center, K11 also sets up a special art exhibition site, regularly holds art exhibitions, workshops, artist salons and education lectures, and uses art elements to enrich interactive activities. Since its opening on June 28, it has maintained an impressive monthly average passenger flow of 1 million person times in the Huaihai Road Business District, a powerful rival of Huansi, which proves the successful practice of K11 breaking through the shopping center's "department store+catering+leisure and entertainment" model.

Experience brings popularity

"The key is consumer Come or not. " Zheng Bingze, president of Chongbang Group, which operates four shopping centers including Daning International Commercial Plaza, told the International Business Daily. In the face of e-commerce impacting the profits of the traditional retail industry and the serious homogenization of retail brands, Zheng Bingze believes that even if consumers regard physical stores as "fitting rooms" and "trial stores", they will still consume as long as they can come to the shopping center. "Have a meal or buy something by the way. So the key is whether the shopping center can attract more consumers."

"In this case, reducing the shopping function of the shopping center and enhancing the unique experience of the shopping center have become the key for the shopping center to break through in the era of e-commerce and homogenization." Zheng Bingze said that through a variety of creative and distinctive activities, The effect of experience driving consumption has been well confirmed in several shopping centers under Chongbang Group.

Taking Shanghai Daning International Commercial Plaza, the first shopping center developed by Chongbang in China, as an example, more than 600 activities are held every year to make Daning International a "happy place" for young people, and the consumer group has already attracted more residents from the surrounding Baoshan, Jing'an, Putuo and Hongkou districts, as well as tourists to Shanghai. "Although there are many activities, we all focus on related themes." Zheng Bingze introduced that among traditional business entities in China, Daning International was the first shopping center to invite Cui Jian to perform, which also created the theme of Daning's rock music experience.

The experience theme of Chongbang's shopping centers to attract consumers is related to arts and entertainment, which is not only different from other large-scale shopping centers, but also a magic weapon for them to gather popularity and break through the traditional business dilemma. "As a number of shopping centers in Shanghai have tried to diversify their experiential business, they have shifted from landmark buildings to more meaningful theme tourist attractions and places to display cultural history, quietly gathering their popularity with art exhibitions, performance activities, and tourism." Bai Zhikun said that this will not only greatly promote the maturity of the business in the whole city, It will also become the "transformation" of the domestic shopping center industry.