How to create a new model of commercial real estate with culture and enrich the layout of characteristic formats

First, build a new model with culture as the engine.

(A) to optimize the construction of commercial real estate with urban culture

Urban architecture is the most important carrier for carving urban history, inheriting urban culture and embodying urban personality. Judging from the successful projects in other countries in the world, the architectural form and style characteristics first determine the attractiveness of commercial real estate (special reading) projects to consumers. As a commercial real estate that highlights the vitality of urban commerce and promotes the development of urban economy, its architectural planning and design should be carried out in line with the profound concept of inheriting urban culture.

1. Extract traditional cultural elements

Adopt combined design to form a modern architectural style that is harmonious with tradition. Reasonable guidance is given to the form, color and volume of commercial buildings. Through the design of combining history with reality, commercial buildings have both historical traceability and commercial modernity, giving people a brand-new feeling.

Extract the spatial structure from tradition to meet the needs of modern life. From the aspects of architectural layout and detail treatment, the traditional architectural form language is skillfully used or changed to give commercial buildings new vitality under the conditions of modern material technology. For example, Shanghai Jinmao Tower refines the form and meaning of the ancient "tower" in China, with a soft pace and a strong outline.

2. Keep the traditional architectural style and city label.

The renovation of old buildings is an international trend with strong vitality. Enterprises can focus on protective development, pay attention to the protection of traditional buildings in cities, transplant the essence of urban context, and design commercial real estate that is both traditional and fashionable, so as to be "new" rather than "old".

Buildings with urban cultural characteristics. Using the individuality of the city and the symbols of cultural context, the facade, details and spatial scale of the original historical buildings are restored, so that the new commercial real estate has a familiar cultural face.

Transform or repair urban cultural labels. By analyzing the cultural connotation of the city, the cultural labels of different times of the city are selected and retained, and artistic transformation and restoration are carried out, such as docks in port cities and ancient clocks in historical cities. By using contemporary exterior design and choosing soft and friendly color matching, simple modeling is endowed with the connotation of crossing time and space.

(B) shaping cultural themes and innovating commercial brands

First-class commercial real estate sells theme culture and ideas, second-rate commercial real estate sells lots and services, and third-rate commercial real estate sells low prices and discounts. At present, the development of commercial real estate projects by most domestic commercial real estate enterprises is only limited to investment promotion, and the functional orientation is mostly the same, lacking individuality, but they don't know that "theme characteristics" are the basis for the successful operation of commercial real estate projects. Only when the theme is clear can we implement unified management, unified planning and unified image.

The theme planning of shopping malls is the key. Commercial real estate development enterprises should abandon the traditional ideas of commercial real estate development, pay attention to the exploration and cultivation of individuality in the positioning process of each project type, and constantly upgrade the brand positioning of commercial real estate projects based on shaping cultural themes to show their unique individuality, rich imagination and lasting vitality.

1. Create cultural and creative industries

With the advent of the information age of science and technology, more and more consumers hope to have a self-aware cultural pure land in the bustling downtown area, which has given birth to the prosperity of cultural and creative commercial real estate (special reading), such as Jiangsu cultural and creative industrial base, Xiang Xiu, Hunan, and the roof of Beijing World Cultural Center. According to the grasp of the future commercial development trend, development enterprises should make full use of resource advantages, develop cultural and creative theme commercial centers, advocate "knowledge leisure and cultural consumption", and build the industrial proportion of cultural and creative commercial centers.

(1) Select characteristic industries and define the positioning of commercial center: The developer will choose leading cultural industries as the support of the project development according to the urban cultural development and the project situation. For example, well-known publishing houses and chain bookstores in the United Nations will build a "theme culture book city" and cooperate with the government to build an "art and culture exhibition center" according to regional strategic planning. At the same time, by introducing the main flagship store, the core value and development plan of the commercial center are determined, thus forming a powerful power source and driving a huge passenger flow.

(2) Supporting related industries and promoting the gathering of related products and services: introducing a number of world-renowned cultural chain brands, cultural goods image stores and cultural boutique concept stores related to cultural creativity, and supporting a certain number of cultural theme restaurants and theaters to form a highly competitive theme business gathering area supported by cultural industries.

(3) Holding themed cultural activities to enrich the connotation of the business center: combining the theme of the business center, holding reading and cultural festivals, folk art plots, salons and lectures with various themes, etc. , to bring people a cultural feast beyond commodities, to meet the strong cultural consumption needs of high-knowledge people.

2. Create a pluralistic fashion and cultural business circle.

At present, commercial blocks that embody local cultural identity and lifestyle, such as Lan Kwai Fong, Shanghai New World, Nanjing 19 12, have been widely regarded as classic models with more affinity and sustainable development. Commercial real estate development enterprises can fully learn from this development model, be inclusive, inject the elements of "culture, leisure and creativity" into regional lots with certain historical and cultural connotations and traditional characteristics, plan and transform them into "international, cultural and fashionable" leisure and entertainment places, and create fashionable commercial blocks with a specific culture as the background, so as to integrate traditional history and culture with modern civilization.

(1) With a specific cultural background: Classic commercial projects have a specific cultural background, such as Shanghai New World, which symbolizes Shanghai culture, while Nanjing 19 12 embodies the culture of the Republic of China. Enterprises should fully explore the historical, social and cultural factors that can affect the value of the project outside the original natural conditions, and choose the specific culture that can best express the regional historical accumulation as the cultural background of the project to create a classic project.

(2) Positioning high-end and fashionable: introducing music, animation and art industries. Localize the most fashionable lifestyle in the world, support the collective development of local fashion creative forces, build and spread fashion through creative shopping, catering, entertainment, leisure, sports, exhibitions, tourism and other places, and lead fashion consumption management.

3. Develop shopping centers with humanistic ideas

On the basis of the original traditional development model, shopping malls constantly innovate cultural concepts and improve the quality and cultural heritage of the whole commercial project.

(1) Pay attention to regional planning: acquire land in the core development area of the city to meet the basic requirements of superior location, transportation and business circle of shopping malls.

(2) Determine the cultural concept of "urban art life": take "urban art life" as the theme, integrate the three core elements of art, humanities and nature, and combine art appreciation, humanistic experience, natural greening and shopping consumption perfectly to lead people to enjoy unique cultural leisure.

(3) Expand the scope of cultural radiation: subdivide the customer base and gradually expand its influence and attraction. Pushing the standard mode of shopping center to the humanistic concept mode will eventually drive the economic and cultural development of a region and even a city.

(3) Building a rich cultural spatial layout.

The formation of cultural theme should take cultural space as the carrier. Further break through the traditional development mode of commercial real estate represented by shopping centers, and on the basis of cultural theme positioning of different commercial real estate projects, enrich and improve the format (theme reading) layout of various commercial real estate projects by constructing various cultural living spaces, and pay attention to the shaping of cultural character.

1. Design characteristic commercial space to form a space environment with distinctive cultural themes.

Commercial real estate (special reading) is not a simple combination of reinforced concrete, but a space environment with a strong sense of commercial space design and a distinct cultural theme. Enterprises need to skillfully integrate natural landscape elements and characteristic artistic elements, and fully consider people's aesthetic needs for commercial real estate space functions and artistic humanities.

(1) Open gardening landscape: Commercial real estate introduces natural elements on a large scale, and uses outdoor vertical greening, central green space, indoor atrium and cloister for bonsai layout. Large-scale green walls and gardening patterns are used to display the historical and cultural symbols of the city, and to endow commercial projects with rich humanistic and natural space.

(2) Set up a special art space: the outdoor square comprehensively uses sculpture, gardening, lighting and other ways to render the artistic atmosphere, and regularly cooperates with cultural activities and exhibitions in the city. Create special indoor space for cultural exhibitions. Each exhibition has a theme, which can be artistic photography, children's painting, or a joint business activity to hold a food tasting.

2. Expand the functions of commercial services and increase the space for cultural and intellectual experience.

In terms of format combination (theme reading), we should persist in business innovation, break through the traditional format combination based on "shopping", introduce new formats, increase the space for cultural and intellectual experience, and meet people's cultural, leisure and entertainment needs outside shopping.

(1) Breaking through the traditional "shopping" combination: According to the survey data, more than 65% of the passenger flow in commercial places in big cities is for entertainment, tourism and leisure. Taking the urban complex as an example, development enterprises can introduce non-shopping formats such as theaters, cinemas, exhibitions, museums, animation and fitness to create cultural and intellectual experience spaces.

(2) Taking "culture, leisure and experience" as commercial attraction factors: around the combination of various attraction factors, a humanistic fashion conference integrating culture, art, leisure and shopping will be formed by introducing leisure formats full of culture and taste, such as book bar, art exhibition, tea room, mood leisure bar, cloth bar, pottery bar, creative boutique and bar.

Second, the culture-driven operation.

(a) Enhance the operation of commercial projects through cultural cultivation.

Enterprises can consider unified investment promotion around the unified cultural theme to ensure that the business layout theme is prominent, the structure is reasonable and the quality is excellent. At the same time, pay attention to long-term management, cultivate cultural atmosphere for a long time, and balance the dual pursuit of consumers' material and spiritual.

1. Maintain a unified cultural theme image and unify investment promotion.

To complete the ideal format layout of cultural characteristics depends on whether the previous investment promotion is oriented around a unified cultural theme. In the process of investment promotion, adhere to the fine principle of selecting the best among the best, and conduct unified investment promotion around the unified cultural theme to ensure that the commercial layout theme is prominent, the structure is reasonable and the quality is excellent.

Focusing on the cultural theme to attract investment, special merchants give preferential investment. Combined with the functional orientation of "point to area, characteristic management", preferential policies are given to businesses with high cultural, artistic and scientific content to ensure that the cultural theme of commercial projects is fully reflected.

2. Carry out theme cultural marketing and pay attention to the long-term cultivation of cultural atmosphere.

Doing a good job in attracting investment is only the first step in the sustainable development of commercial projects. Pay attention to the long-term management of commercial projects, pursue the policy of raising fish, and on this basis, pay attention to the long-term cultivation of cultural atmosphere.

Close to the commercial theme culture and carry out three-dimensional communication: refine the essence or highlight of the commercial theme culture and integrate it into every link of marketing, including promotional materials design, on-site promotion and return visit. Three-dimensional communication, including cooperation with TV channels, fashion magazines, portals, and a series of activities such as entertainment programs and film promotion suitable for specific business projects, can not only allow investors and consumers of shops to participate in interaction, but also expand the cultural radiation scope of the project through TV, magazines, the Internet and other communication channels.

Regularly carry out cross-border cultural promotion activities to meet the cultural demands of consumers: through joint efforts with well-known enterprises or celebrities in the fields of culture, art, academia and industry, regularly organize high-quality cultural activities related to business and cultural themes, such as painting and sculpture, video interaction, art appreciation meetings, parties and concerts, so as to bring visual and auditory cultural feasts to specific consumer groups.

(B) enhance humanization, improve enterprise management services

Shopping centers emphasize "humanistic care", which is a kind of respect for people themselves. Take humanistic care as the goal, combine "soft" with "hard", create a relaxed business environment, improve the property service of commercial real estate (special reading), and take humanized, detailed management and customized service as soft competitiveness.

1. Create a "zero interference" environment

The design and layout of business premises, the preparation of equipment, facilities and publicity materials should be based on the actual needs of consumers and whether it is conducive to consumers' consumption and leisure convenience, so as to truly "people-oriented" and create a "zero interference" environment:

"Zero interference" in the passage: the pedestrian passage in the shopping mall is spacious and smooth, free from the obstruction of booths, X stands, plants and other items, and can also provide special passages for the disabled.

Marking "zero interference": according to the characteristics of customers' habit of walking counterclockwise, based on the principle that "marking" itself is service, signs are set reasonably according to the walking route, indicating the location and walking direction of entrances, exits, toilets, elevators and other facilities, and so on.

"Zero interference" in hygiene: cleaning staff are required to wear decent clothes, hold as small cleaning tools as possible, and clean up the garbage and water traces on the ground at any time, especially the cleaning of elevator cars and toilets should be handled by special personnel, and so on.

2. Do a good job of caring and thoughtful service to consumers.

Adhere to three levels of detailed management services:

(1) Reserve rest space: respect the needs of consumers for rest and stay, such as designing some humanized benches at regular intervals in the shopping mall and setting ring-shaped rest chairs in the atrium to meet the needs of customers for rest.

(2) Pay attention to detail construction: For example, in the underground parking lot, different parking areas are distinguished with different colors, so that consumers who park and shop can easily find parking places; The entrance of the underground parking lot into the shopping center is decorated with warm lights, giving consumers who are ready to shop a warm feeling.

(3) Expand convenience services: such as providing self-service computers, business printing, emergency umbrellas in rainy days, shoeshine, laundry, mail delivery, storage items, child custody, pet custody, home service, UnionPay ATM, vending machines, free drinks, etc.

3. Effectively interact and communicate with merchants and customers.

Build a platform for interactive communication between commercial real estate (subject reading) projects, merchants, customers and consumers, and maintain an equal and harmonious relationship with consumers. While strengthening the interactive communication between them, we can also supervise the managers, merchants and commodities of shopping malls reasonably and effectively in this way, and constantly improve the shortcomings and improve the service quality.

(1) Build a multi-faceted service platform: set up on-site service desk, telephone service desk and online service desk in commercial real estate projects, and communicate with each other through face-to-face, telephone service and online service to collect consumers' opinions on various commodities, businesses and services, and establish a platform and channels to promote and develop mutual communication, so as to ensure that customers' inquiries and opinions are accepted and answered in time.

(2) Pay attention to creating a soft environment and improving humanistic quality: High-grade managers are the basis for implementing humanized services in commercial real estate. When choosing managers of commercial real estate projects, enterprises should pay full attention to their comprehensive quality and service quality, put humanistic quality first, know how to stand in the perspective of tenants and consumers, and know how to satisfy merchants and consumers through detailed services.