Development Of Theme Shopping Centers In China

From the practice of real estate projects over the past more than 10 years, the theme is far more conceptual than functional.

The sale of housing is finished. Commercial projects are based on operations. The functionality, adaptability and sustainability of thematic projects are very fragile.

Format positioning is just the beginning, and how to use the theme to attract customers from shopping centers is a problem faced by many developers.

For this reason, the theme of the opening of many commercial projects is that with the continuous adjustment of the operation and the changing of the theme location, the cultivation period of the project has been prolonged.

On the hardware measures, how to make thematic conceptual presentation and extension, software service, and how to plan various activities related to the theme positioning bring benefits to the brands, and how to use micro-blog and WeChat to promote customers to know these activities and participate in these activities is a lot of distress for business projects.

The theme shopping center represented by Beijing fragrant grassland and Shanghai K11 is not just a few artworks in the shopping mall, but also takes art and culture as a part of the whole project before developing. It studies how the shopping center coexists with art, and the design stage includes the construction height and the use of building materials. It also integrates the concept of culture and art at the same time.

At the same time, we should fully experience culture and art in the environment, atmosphere, introducing formats and services in shopping centers, and hold cultural and artistic activities periodically.

As shopping malls are dominated by women, developers in shopping malls are positioning or adjusting. In order to please female consumers, they play the banner of women's theme. They also introduce women's clothing, cosmetics, hairdressing, hairdressing, manicure, catering and other brands.

However, many projects are only part of the female theme in the commercial form or merely reflect the characteristics of female shopping.

The lack of a unique sense of feminine experience is no different from that of a general shopping mall.

For the time being, there are not many shopping malls in the country, but most of them are constantly adjusting, and the original theme planning is no longer available.

Apart from the above mentioned types of theme shopping centers, there are some

We hope to attract people's attention with creativity, such as ocean theme, Han and Tang culture theme, etc. these themes are often set according to the overall architectural style of the shopping mall or some decorative layout, creating a theme atmosphere in the shopping mall environment, and the relationship with the imported commercial forms is not large.

For example, tourism themes are more integrated with scenic spots and business as a supplement.

Some shopping centers rely mainly on thematic activities planning to experience their own theme characteristics. For example, music theme business projects will often plan some activities related to music, such as star signing and singing club, etc.

A recent "where daddy went" has raised unprecedented enthusiasm for children's education, parent child interaction and other issues.

Coincidentally, commercial real estate developers also regard children's consumption as a major reference factor for future shopping centers.

Therefore, how to integrate children's shopping, dining, education, games and other resources into a shopping mall, how to integrate parents' consumption into children's consumption has become a problem that many developers want to solve.

A few days ago, Biguiyuan built "China children experience first MALL" Biguiyuan, happy city to start investment promotion.

And this is not the beginning. It is far from over.

Shopping centres have been increasing.

In proportion, the huge children's market is showing a blue ocean, and every developer and shopping center wants to get the big fish.

Most of the commercial projects under the banner of "gourmet world" and "Food Plaza" are basically based on the catering brand. The gimmick is nothing more than the world's major specialties, classic cuisine, special snacks and so on.

For this kind of project, customers come here to eat, and experience is almost impossible to feel.

Therefore, developers can only try their best to recruit more catering brands.

Developers with a little mind may divide their districts according to their brand characteristics, such as petty bourgeoisie emotional zones, snack areas, fast food areas, etc., or according to different regional cuisines, such as South American cuisine, Australian cuisine, Hong Kong and Taiwan cuisine, Caribbean cuisine and so on.