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From a famous attraction in Beijing to the net red that everyone loves, the Forbidden City has been using a variety of “patterns” in recent years.

Whether it is accurate positioning, adjustment of profit structure, shaping IP, revitalizing cold areas, etc., from strategy to tactics, the Forbidden City and commercial real estate development have similarities. Especially for commercial real estate in the stock era, the former National Palace Museum director Shan Yuxiang is indeed a textbook-level classic case for the Forbidden City.

If the Forbidden City is used as the jade of his mountain, how can commercial real estate borrow?

01

The 600-year-old Forbidden City is rejuvenated, and the value is UP

The first step in revitalizing the Forbidden City is to return the Forbidden City to its position. First of all, the “surgery” of the Forbidden City – repairing buildings and environmental remediation. Every piece of cultural relics must be repaired with the original craft, raw materials and original technology, so that the old building can regain its “beauty”. At the same time, large-scale environmental remediation was carried out, such as rubbish, weeding, demolition and illegal construction, setting up signs, and increasing the basic service facilities in the Forbidden City.

Another important move in the Forbidden City is to “open up.” In the past, the Forbidden City was only open 30%, in 2014 it was 52%, 2015 was 65%, and now it has been open to more than 80%. In many places, the past has stopped standing in the non-open area, but today it has become an exhibition area.

Expanding the open area allows the Forbidden City to realize the release of value and let the public realize the deep heritage of the Forbidden City.

✦ Forbidden City Revelation: Try to keep consumers.

Audience, cultural relics, and the Forbidden City correspond to consumers, businesses, and projects in commercial real estate projects. From this, we can draw several key tactics that commercial real estate is worth learning.

• Improve the experience: Enhance the experience of the entire mall from every detail. For example, there is a family room on each floor of the Beijing Gathering Center, each with a clear division: the breastfeeding area, the changing diaper area, the rest area, and the wash area. In order to make some mothers have a better shopping experience, the Beijing Gathering Center has created a gathering of baby, providing free hosting services for children between the ages of four and ten.

• Open and inclusive: Open space for popularity. For example, Beijing World Trade Mall integrates many high-end specialty brands into an art space.Opening these high-quality exhibitions for free not only gives the merchants a better display opportunity, but also presents the image of the project.

• Freeing up space value: revitalizing the cold zone to increase passenger flow. For example, Chaoyang Joy City transformed the parking lot and the original cafeteria into a theme space, making the original cold area more popular.

02

The huge industry behind Super IP

Into the year 1.5 billion

At the Yabuli China Entrepreneur Forum held at the beginning of this year, Shan Yuxiang’s “low-key” first-time Sun Palace bill: In the previous year, our creative industry had a turnover of 1.5 billion. It is worth noting that in 2017, the annual turnover of the National Palace Museum’s 1.5 billion, even exceeded the revenue level of more than 1,500 A-share listed companies.

Based on the scale and influence of such industries, especially those with more than half of A-share listed companies, some people can’t help but throw out the topic: Can the “Forbidden City” be listed? This problem was left to the Forbidden City for the next 600 years.

✦ Starting from “selling Meng”, the industry “swept” in various fields

In fact, as early as October 2010, the Forbidden City Taobao has been on the line and began selling peripheral products. However, due to high prices, high quality and little new ideas, it has not caused much concern.

Until 2013, the singer who was more than the scissors hand suddenly let the Forbidden City appear in front of the public in a subversive “selling” posture, and opened the Super IP tour of the Forbidden City.

With the “selling” trend, the Forbidden City began to develop IP in depth, and it has spawned a large-scale industry. In addition to Wenchuang products and beauty makeup, the Forbidden City creatively spread to the various industries of the Forbidden City, including the Imperial Palace hot pot, turret coffee, and so on. The newly-launched ice cream of the Forbidden City, such as the stone lion, is completely ruthless.

The Forbidden City nowadays has developed into a super IP, covering many fields such as catering, cultural creation, luxury goods, etc., and has its own mature and huge industrial system.

Tianshicha data shows that the Palace Museum actually holds a total of 17 companies including the Palace Museum Food Service Department, Beijing Forbidden City Cultural Products Development Co., Ltd., Beijing Forbidden City Cultural and Creative Co., Ltd., Beijing Forbidden City Commodity Development Co., Ltd., etc. .

✦ The secret of the success of the Forbidden City IP

For the success of the Forbidden City Cultural Innovation, Shan Yuxiang revealed the secret of his success: Wenchuang is a great success, and the creative hard core is driven. He said that the most important thing is to understand the difference between cultural products and cultural products.

Shan Yuxiang said, “In the past, we called cultural products. Now we know, we must add two words in the middle, creativity. What is cultural and creative products? I understand that it is to be deeplyStudy people’s lives, what people need to develop and what they need. The second is to dig deep into our cultural resources, extract cultural resources, and connect with people’s lives, people will like it.

“Grafting and blending life and cultural resources”, and Shan Yuxiang also pointed out the essence of the Forbidden City. This point is very vivid in many of the Forbidden City cultural and creative products. Such as: Shen Jun fruit fork, shell inspired by the lipstick after the Qing Palace, the crane & snail series makeup. Among them, the Forbidden City make-up can be called a “female Shura field” created by practicality and beauty. Once it is launched, it is often out of stock.

✦ Forbidden City Revelation: New Way to Play Mall IP

In the development of the Forbidden City economy, the Forbidden City IP has always been and provided an important driving force. And IP applications are also opening up the era of shopping center content engines. As shopping centers continue to explore content operations, IP is gradually captured by shopping centers with its high-traffic attributes and strong brand marketing value, and is applied in all aspects of planning, positioning, investment and operation.

• Using IP exhibitions, art exhibitions and other entertainment experiences: such as Chaoyang Joy City last year, including the collaboration with 23 Korean artists to reproduce Alice’s wonderland The offline expression of the mobile phone expression “Little Scorpion”, Ao Li Li Heben exhibition, “Power of Walking” public welfare exhibition and many other IP art exhibitions.

These exhibitions not only cater to the tastes of young people in terms of content, but also capture the interest of young people and even lead the growth of young people’s spiritual level. More directly to the shopping center brought traffic dividends. According to the data released by Chaoyang Joy City, in the year of 2018, Chaoyang Joy City has carried out 6 large-scale theme exhibitions in Beijing. The total number of exhibitions exceeded 1 million, and the annual passenger flow exceeded 26 million.

• “Commercial +” mode: The Forbidden City led the “Museum + Business” model, and the response of this model was also popular in commercial real estate. Many “commercial+” models, including the “Commercial + Museum”, have brought shopping centers into the era of unboundedness.

Singapore Xingyao Changyi, “Commercial + Airport”, Cascina merlata of “Commerce + Tourism”, and “Grand Front” of Osaka, Japan, are also the first model of “Commerce +”.

In China, Qiaofufang grassland and k11 will live as art museums, as well as “Made in Business” Medical mall Hangzhou 501 Building, “Commercial + Large Theme Park” in Nanjing New Hongyang Square. Shanghai Qibao Vanke Plaza, “Commercial + Sports Mode”.

03

The Forbidden City surrounded by Black Technology, fun!

From the static exhibitions of museums to interactive exhibitions and digital museums, technology has enabled the Forbidden City to be more open and better open.

• Digitalization of the Forbidden City: In the virtual reality space, visitors can walk into spaces that are not open or temporarily open, such as Yangxin Temple and Sanzhao Hall. Visitors can also use electronic devices to experience Linyi calligraphy, digital weaving, digital painting, and interact with the Forbidden City culture.

• Using new media to circle young people: The Forbidden City series WeChat public number has formed a strong “contrast cute” style, “into the public” vision. On the other side of the microblogging, the “literary fan”, with a group of early snow photos in the Forbidden City, the Palace Microblogging easily achieved 14.25 million hits. The Forbidden City, which is suitable for both the static and the static, uses Weibo and WeChat to showcase their different aspects and is also loved by young people.

✦ The Forbidden City revelation: Smart facilities have become the “standard” for future shopping malls

The 600-year-old Forbidden City can be so technologically savvy. There is no reason to refuse technology as a shopping mall to undertake a modern lifestyle.

• Intelligent 3D holographic screens, smart interactive large screens and other devices can attract the audience to participate in interactive games, and guide the flow of passengers through coupons. To achieve the “distribution to the store” of the passenger flow;

• Technical methods such as face payment and non-inductive payment to improve the user’s shopping experience while helping the store to carry out digital operations;

• Brushing for a car, the owner can find the vehicle just by aligning the screen, and the average waiting time for parking is reduced from 20 seconds to 2 seconds. …

Intelligence gives shopping mall customers a convenient shopping experience in a full-scale orientation. With the advent of the 5G era, the transformation of Internet technology to shopping malls has become a trend.