Why Do Shopping Centres Need To Be Upgraded And Substantially Added To Experience Formats?

Experiential activities and formats are first manifested in the strong attraction of the stream of people.

According to the data provided by Chengdu Retailers Association, 2 days in May 31, 2014 ~6, the "Taobao Life Festival" in Longhu North City Street and Alibaba attracted 150 thousand people, the turnover exceeded 20 million yuan, and electronic members broke 50 thousand people. The "International Balloon Festival" of Chengdu Taurus Wanda Plaza has attracted more than 450 thousand passenger trips in 3 days, with a daily passenger flow of about 150 thousand people and a total of 22 million yuan in 3 days.

"The US Mal uses the public space to connect the theme playground to achieve the year. Passenger flow About 40000000 people also attracted 40% of the sightseeing tourists. At the informal forum on marketing predesign, Zhang Jianhua, director of RET Rui Yi De and general manager of Chengdu company, told reporters that the public space of domestic commerce was mainly used to display exhibitions. Children's activities In fact, the use of public space for experiential settings, such as open rooftop theme catering, and different theme activities at different times, can increase the rental income of 10%~15% for shops.

Stream of people may not be directly converted into passenger flow, but it is commerce. Investment ability And the foundation of profitability.

Chen Peng, chairman of Chengdu and Ruifeng industrial group, said that any commercial project must first aggregate human spirit, regardless of whether the crowd is consuming or killing time. First, gather people and let them have a real sense of business projects, so as to combine the guests with the commercial real estate and produce value.

"We must first attract people to consider the development of passenger flow." Chen Chuyin, vice general manager of marketing at Wanda Plaza, Qingyang, Chengdu, told reporters that the reason why their projects emphasize the test of electricity providers and experiential consumption is that the interactive format of "Baby King" will have a great impact on the flow of people. This is a concept of "eating, drinking, playing, learning, and shopping."

Yang Senran, a chairman of Sen Zheng long, also revealed that although it had one hundred thousand people in XiAn Railway Station, it took over several rounds of teams, but the final project has changed from traditional retail formats to new shopping centers with the theme of urban life experience. It has formed a major layout of children's experience, including entertainment, education, culture and catering. It has obviously increased crowd stickiness, and the current investment has reached 70%.