Qiao Fu'S Grassland Creates A New Experience: Artistic Leadership And Experience.

Chiao Fu grass is famous for its unique architecture.

It is bold to sacrifice the commercial area to display large sculptures, and to use art to render consumers' shopping world.

Specializing in small boutique products, the introduction of Taiwan brand and many "domestic first" brand, to give consumers more brand choices.

The introduction of big data analysis, cloud technology, in order to provide customers with a new shopping experience.

From the construction of the main body, the analysis of the six sense system, the static symbol design and the dynamic activity combination, we can make the comprehensive experience planning, and make the project a benchmark of experience. It is definitely the leader of the project, and it is the overseas Chinese lawn.

It is understood that in the business of overseas Chinese, the watch brands of luxury brands, such as Afred Dunhill, Van Cleef & Arpels, IWC and Roger Dubuis, occupy a certain proportion.

The group also set its office in the office building of Qiao Fu grass.

The fragrant grass is not only built and named special, but also has great ideas in attracting investment. In 2012, the fragrant grass Shopping Center opened. Among the more than 100 brands, 35 entered the mainland market for the first time, many of them were minority brands.

In the interview with Lai Guoxian, general manager of the overseas market and general manager of the overseas Chinese market, he said: the design of the grass industry is mainly based on design, niche and young brands, rather than the main stream of pnational products. For example, the H&M group's high brand COS, CAMILLE FOURNET, SELLA MACRTNEY, TED BAKER, TESLA truck and so on, all choose to set up the first flagship store or image store in mainland China. Some big international groups are renowned for their reputation, they will ask the store to subsidize the renovation cost and ask for rent free period.

The scarcity of brand has become one of the core competitiveness of Qiao Fu's grassland.

One of the third flagship stores in IWC is the world's flagship store and the largest flagship store in Asia.

The design of semi suspended glass cube is both avant garde and innovative, unique double-layer design, simple and neat line structure, and outlines the low-key, restrained, accurate brand image and style of IWC watch, and is full of aesthetic feeling of art design.

The catering sector accounts for 30% of all brands, mainly in the shopping mall LG2 level. A small Eiffel Tower stands in a good food city, such as "Xiaoyue", "Yongkang Street" and so on. The more than 10 brands such as Xiao Dadong, Ding Taifeng, new elements, Vietnam station restaurant are scattered in this area.

Qiao Fu Group also invited the chef of Otto e Mezzo of Hongkong Michelin 3-star restaurant to open a Opera BOMBANA.

In addition, there are I.T., Van Cleef & Arpels, good food city, Lumei film city, city supermarket and so on.

It is worth noting that in the past, traditional shopping centers accounted for less than 20% of restaurants. In recent years, traditional shopping centers have adjusted their formats to increase the proportion of catering to 40% or even 50%.

In the early stage of planning, the proportion of bar catering is set at 30%. After that, the ratio will be maintained. The 70% area will focus on experience, culture, music and designer's brand, so we can see the importance of "experience" and the foresight of business planning.

Lai Guoxian always said that if you don't understand what consumers want to eat and buy, it will be very difficult to successfully manage the shopping center.

It is reported that Qiao Fu grass introduced Jay Chou's "J heroes" and other catering brands this year.

Qiao Fu grass seems to be particularly fond of Taiwan brand, and has introduced many Taiwan food brands.

In this regard, Lai Guo Xian always said that he had always had an idea in mind that he wanted to hold the Taiwan literary creation week in the grassland, focusing on young designers, clothing, electronic products and traditional crafts in Taiwan. Let the outside world know that Taiwan is not only famous for snacks.

At the same time, with the continuous development of the Internet era, the emerging e-commerce mode is constantly infiltrating. Now the consumption habits of shoppers are changing, and fewer shoppers are shopping in stores. Under this impact, he boldly predicts that in the first 3 years or 5 years, the shopping centers in domestic cities may no longer be called shopping centers but become places of appointment.

By then, shopping centres may earn less than 60% of their revenue from retail formats.

Another 40% or even 50% of the income comes from experience, culture, catering and entertainment four.

Shopping center operating spindle will also turn to restaurants, playgrounds, cinemas, bookstores and other experiential consumption.

Although e-commerce has caused a lot of impact on traditional shopping centers, Lai Guoxian is not pessimistic about it.

He said, "the electricity supplier still needs to be grounded and can't fly forever". The electricity supplier and the entity access are like two legs of a human being.

But relatively, the entity store can not have no electricity supplier.

The convenience services provided to the offline stores do not only allow consumers to experience commodities, but also feel the size and material directly.

Lai Guoxian, general manager of Qiao Fu lawn, said that in order to create a comfortable miniature climate in the building, Fang designed the first 236 meter walking bridge in the mainland, and used glass curtain to cover all the floors. Compared with the water cube of the National Swimming Center, the roof adopts the ETFE pparent membrane material. It not only introduces sunshine, reduces energy consumption, but also creates air convection and circle to ensure indoor air quality is fresh.

As for why he named the grass, Lai Guo Xian always said that the overseas Chinese group had found many documents, and invited experts and scholars to make suggestions. Later, it was discovered that the land in Beijing was called the grassland in the Ming Dynasty. Now a primary school is also called Fang grass primary school. The green grass intention coincides with the green building design. Huang Jianhua, chairman of the overseas Chinese group, decided to follow the name.

Besides, Huang's family's love for art and culture is also revealed in the store.

Lai Guoxian always said that the collection of Huang's family includes ancient paintings, bronzes, stone carvings, and other works of foreign cities such as Monet, Van Gogh and Daly.

Willing to share with the public, so there are forty Dali sculpture, more than 500 works of art and 2000 public art gallery in the store.

On the grass floor, contemporary artists

What you see is not necessarily true. The huge sculpture extends from the ground to the two floor wall. The visual impact is very attractive to customers.

And at the southern entrance, the link between the suspension bridge and interior design is like the portal of the future space and time tunnel, which leads to a lot of imagination. There is also a red giant laughing "peeping" at the shopping centers and people coming and going, forming a strong visual impact and lively interest.

To this, Lai Guoxian always said that the new shopping form that will soon appear in the grass field can solve this big problem. The shopkeeper just takes out the tablet computer to let you order, the goods deliver directly to your home.

Lai Guoxian always revealed that at the underground stage, big data analysis, cloud technology, e-book business and other technologies will be used to provide consumers with a completely new consumption experience.

At present, a system is developed. It is expected that in the future, consumers will enter the store and start with smart phone sickle and grass WiFi.

It includes reminding the car to stop and providing the parking lot plan. If the familiar guest can also send the goods experience and exchange coupon.

Customers can also book restaurants directly online, or even order first.

Save the waiting time before serving.

The grass is expected to cooperate with the clothing format and bag brand. If you need to pfer the goods, you don't have to run for the green grass again.

If there are any problems with the merchandise, then the goods can be replaced by the physical channel. These technologies are not difficult, but they are very suitable for the consumers. The grass must pay attention to the changes in the habits of consumers and change at any time.

Lai Guoxian also said that the average number of visitors per day was about twenty thousand, mainly from 20 to 40 years old, and many of them were overseas returnees.

In this way, the consumer group is young and has a high academic background.

The management strategy of the grassland is just in line with their consumption habits.

Customers get product information from the line, and then feel and experience product services through offline experience. Online business opportunities are supplemented by online links, and online services are supplemented by offline.

Fang also has held exhibitions of art regularly, breaking through the art of "being looked up to", and increasing customers' sense of experience in shopping centers through art.

It is reported that Jiang Hengjiu will hold the soul of the solo exhibition of Jiang Hengjiu from December 2015 to February 2016. Jiang Heng Jie is one of the most influential artists in the Korean art world. His works will be well received by all the art lovers, including Korea. At that time, consumers can enjoy 30 works of "synthetic realism" in the grassland.