China'S Shopping Center Enters The Era Of "Experience Consumption"

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< p > < strong > Future < a href= "http://www.91se91.com/ > > commercial < /a > competition lies in" experience /strong > "/p >

< p > "experiential" shopping center, as a new term put forward in the era of homogenization of shopping malls, a lot of experienced real estate operators have been put into practice abroad.

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< p > the term "experience economy" was put forward by Toffler, a futuristic American scholar in 1970 in his third wave. He believed that after the product economy and service economy, the era of experience economy has arrived.

The next step in the service economy is to experience economy, and businesses will win by providing this experience service.

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< p > goods are tangible, service is intangible, and the experience created is unforgettable.

"Experience economy" is precisely the way for many real businesses to survive.

More and more consumers are eager to experience, and more and more companies are elaborately designing and selling experience.

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< p > < strong > the core strategy of future business competition lies in experience.

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< p > < strong > "experience card" starts /strong /strong > < /p >.

Consumers will be more willing to pay for experience, environment, emotions and services. More and more commercial projects have noticed this trend. They have launched the "experience card" adjustment format, increasing leisure, catering, entertainment, and even the proportion of sports venues, museums, children's amusement facilities, museums, aquariums and experiential sports cities, and so on, so as to realize the re agglomeration of passenger flow through the relaxed and pleasant shopping environment. P

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< p > now there is a trend in international shopping centers: shopping centers are not only measured by rent, but also bring more medical services, banks and other popular service life to shopping centers.

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"P" Wanda is also making such a shift from the development of shopping center as the main body to the current main food and entertainment, and then to the development of "a target=" _blank "href=" http://www.91se91.com/ "dress" /a "category, increasing the life service industry format, and Wanda fourth generation products into more experiential feelings of cultural tourism projects, which fully demonstrates the significant changes that are taking place in China's shopping centers.

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< p > shopping centers should focus on the richness of formats, increase experience elements, and contribute to the format of shopping.

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< p > < strong > experience is more than just format < /strong > /p >

< p > experience is not only a form of business, but also a sense of vision, taste and smell. The unique form of architectural space is experience, and the promotion of cultural soft power is also an experience.

If shopping centers merely regard increasing experience as a way to deal with the impact of the electricity supplier, they may go astray.

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< p > Singapore's ION Orchard comes from the design inspiration of a seed. The long trolling of Hongkong's Langhao Fang is 83 meters long. The large merry go round of Shanghai K11 has a total area of only 56 thousand square meters of fragrant shopping mall. The public gallery reaches 2000 square meters. With the full display of art objects, people feel like a small "798 Art District". The annual Cirque du Soleil's wonderful performance brings consumers a more stage shopping experience.

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< p > although electronic commerce is very developed now, consumers need more communication and communication.

As a terminal for selling goods and providing services, shopping centers will affect the customers' experience through the combination of goods, service and atmosphere.

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< p > < strong > create "third space" < /strong > < /p >.

< p > China's commercial real estate development is in a period of rapid development. All kinds of capital are grabbing the cake of shopping center, but overall, the development of China's shopping center is still in its infancy.

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< p > in China, the development of shopping mall in the second tier cities is relatively mature, the location characteristics are diversified, and the community business has begun to develop. However, the shopping mall of the three or four tier cities has not yet reached this stage, and the buying habits of the three or four tier cities still have a process. The three or four line city shopping center has great opportunities.

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< p > but no matter whether a second tier city is a shopping mall with three or four line cities, a topic now facing is that it is hit by the electricity supplier.

In fact, the electricity supplier has its limitations: first, the limitations of the product type; when people buy high-end and durable goods, they seldom buy online or go to the physical store to experience and buy; two, the limitations of the consumer group, and online shopping presents a younger trend. Consumers in the middle and old age prefer shopping in the physical store.

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< p > in the short term, the impact of the electricity supplier is not terrible. In the long run, the relationship between the electricity supplier and the entity business is symbiotic and common prosperity, and no one can replace it.

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< p > as an important individual in building shopping centers, shopping centers not only have physical buildings, but also have spirit and soul.

A successful shopping center should be the "third space" that people can think of except their home and office.

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< p > for shopping centers, only by standing in the consumer's position and meeting the needs of terminal consumers will there be greater development.

To increase the experiential format, the ultimate goal is to take consumption demand as the guide. Shopping is no longer the absolute key word. Catering, leisure, entertainment, culture and other different formats are stationed in order to create the "third space" to satisfy customers' leisure life.

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< p > for example, Tokyo's famous "a href=" http://www.91se91.com/ "shopping mall" < /a > and the tourism center Tokyo, the new town of Tokyo, have been opened to tourism in April 2003.

The design idea not only realizes the perfect combination of the project and the city, but also pays more attention to the design of the project itself as a combination of the tourism destination, business, tourism, sightseeing and other functions.

Therefore, when developing domestic shopping centers, domestic developers need to take full account of local culture elements and integrate them into design concepts and design themes.

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