When people talk about online “graphic socialization”, what should the builders of physical business scenarios think backwards?
01 The impact of “image social age” on offline scenes
Before we talk about business, let’s talk about image socialization in the Internet age.
The advent of smart phones has made taking photos and sharing a process that is both “ceremonial” and “de-ritualized.” From traditional media such as archives, newspapers, and books, pictures have completed their own functional transformation more quickly than words, and then transformed from conveying obscure information to vivid tools for personal creation and life scene construction.
Using Internet celebrity shops and check-in sacred sites as materials, and social platforms as binders, countless young people have used images and a very small amount of copywriting as output methods to build “image skyscrapers” on the Internet. The process of constructing, visiting and evaluating these buildings has become the simplest and mainstream social channel.
People hope to convey the image in a faster way to gain a wider emotional resonance. In such a large environment, soft texts composed of a group of neon tubes, a plate of desserts, an art installation, and even a construction enclosure at the moment are more likely to become advanced nouns-landmarks than before. And because of their online popularity, they were quickly copied and pasted into more similar offline scenes, converted into offline traffic, and thus gained more online exposure.
△ Internet celebrity piano interactive enclosure: tap the “keys” on the wall with your hands, and you can play the corresponding sound effects, which is very popular with children.
△ Upstairs shops with different styles on Daxue Road
Secondly, “upstairs shop” includes the words “upstairs”, which is of a private nature, and “shop”, which represents public places. The sense of privacy makes customers more relaxed. Under this psychological construction, people’s behaviors and attitudes are open and smart, and they are more likely to accept some novel experiences. This coincides with the format of the store upstairs; “The publicity of “determines that the upstairs shop is not a completely closed place, but more like an interactive theater. With various expectations and longings, customers enter a preset scene and play unconsciously. For the characters suitable for this environment, everyone is the protagonist of the scene and a part of the scene in the photos of others. Under these two premises, “high film production rate” is the high-frequency evaluation of the upstairs store by the social circle of the image.
03 Atmosphere, starting from the “headline party”
From ancient times to the present, writing has always had a magical appeal to Chinese people just like religious belief.
The simple use of “text” as decoration is a tacit understanding of the Daxue Road store. When people read a word or sentence in a business scenario, they will integrate it with their own thinking, and produce various understandings of the sentence. These understandings are accompanied by the upload of the picture, which triggers more thinking fractals. So it attracted more people to go.
△ Text installation/soft decoration on Daxue Road
△ Different bar names bring different atmospheres and experiences
We can also find similar cases in the business circles of neighbouring metropolises.
In 2005, the hit Japanese drama “Drama Man” tells an otaku with a plain appearance and a weak personality. He gained the courage to change himself from the comments on the Internet forum, and then pursued his heart.The love story of the Chinese goddess “Miss Hermes”. The “LOVE” sculpture is known as a dating scene in the play, and then appeared in the background of millions of photos in the famous image social APP ins.
△ Tokyo LOVE sculpture
Different from the sculptures placed in famous scenic spots, the LOVE sculpture is located in a group of commercial and office buildings dominated by off-white tones, adding a touch of warm human touch to the cold city background, so it has a symbolic meaning Not only “love”, but also the word “love” itself. Therefore, it also makes it stand out from many check-in locations and become an Internet celebrity.
△ Seoul ISEOUL U city slogan installation in Dongdaemun Design Plaza and Seoul Han River Park
In 2015, the slogan “I SEOUL U” defeated Seoulmate” (literally translated as Seoul friend, the same as soulmate soulmate) and “Seouling” (Seoul progressive) became the city slogan of Seoul. The design of the logo College student Lee Helin said, “I hope to incorporate the meaning of creating a vibrant and evolving Seoul with you in the design. “
This text is now used as a permanent sculpture to land in the major attractions and business districts of Seoul, and it has become a text landmark to promote Seoul to the world. It can be seen in Yeouido Hangang Park, Dongdaemun Design Plaza, and Olympic Park. Take photos with them, like an upgraded version of “come here.”
Compared with city landmarks such as the Oriental Pearl Tower, the Eiffel Tower, and the Statue of Liberty, the emotional orientation of written installations is more obvious. They attract people who have specific emotional expressions or need to express their opinions to meet their own needs.
04 Express understanding of complex issues in the era
We have a strong desire to express, but we are afraid of being overly conspicuous in the crowd when we speak out, and we are afraid of being misunderstood by others. The picture gives us aA gentle and flexible exit, leaving one’s own emotions to others to guess based on photos in SNS.
The subject is the main vehicle to realize this function. Creating a product that can express a specific time, place, and person may be one of the pursuits of the Daxue Road stores. Let me give you two examples.
Record the elapsed time
With the background of farming civilization, identifying solar terms, recording solar terms, and praising solar terms seems to be the unchanging romance of the Chinese from facing the loess to the world’s second largest economy. The most simple way to express this kind of romance is naturally to turn solar terms into food.
Lin Yutang said in “Chinese Food”: “If there is anything in the world worthy of our careful handling, it is not religion, nor learning, but “eating.” We once publicly declared that “eating” is One of the few pleasures in life. The issue of this attitude is very important, because if we don’t focus on eating wholeheartedly, we will never turn “eating” and cooking into art.”
Nowadays, Maslow’s demand has gone from simply “eating seasonal dishes to please the lucky head” to carrying the specific feelings in the specific solar terms. The desserts at Yulian Building on Daxue Road have begun to meet this demand.
Log specific events
Generally speaking, no food is more story-telling than a birthday cake. What we see from the top decoration of the wet or non-moist sponge cake body + cream + pattern is a party, a gift or a growth Joy.
Daehwa Road Merchant Tea is Yizhihua’s attempt to create desserts that carry information like birthday cakes, and upgrade the difficulty of using products to make customers resonate with specific events in this era. When the world starts to run from stagnation, I hope to use the sweetness of the cake to resolve the suffering, and remember the suffering.
△ Daxue Road Merchants Tea is a Flower Dessert Menu
Summary
The image social age has brought modern people’s anxiety, we are beginning to worryWill the endless stream of Internet celebrity shops lose their pursuit of product quality and work hard to create flashy images? We are also worried about whether the next and the next time-honored brand can be born in an environment surrounded by fragmented information on the Internet. Daehanglu, a top student in the social age of the image, used its practical actions to put forward some plans for the treatment of anxiety.
The offline business scenario is a cycle in which both builders and participants enjoy their own needs. Starting from the behavior of “people”, it will eventually fall back to the spiritual needs of “people”. When the global image-based social era is coming irreversibly, I want to be a “image-based social elite student”:
How to provide a novel and changeable experiential consumer experience under the premise that people value privacy;
How to create a scene atmosphere that can accurately and directly express emotions;
How to provide products that meet people’s recording needs, ritual needs, and sentimental needs for a specific time and place?
These are all questions that need to be considered in offline business scenarios, and they are also interim answers to this question.
Author: Huang Dabao
Edit: Rui Qiu