The biggest change in the future is change / 20191126 / v2_1574752209945_img_jpg “data-img-size-val =” 1920,1280 “>
From the beginning of the exchange of objects to the emergence of a market, from the birth of a shopping mall to a scene-experienced revolution, commercial space has always represented urban evolution with speed and change. What is the commercial space that consumers really need?
On November 26, 2019, the Future City Summit-“Limited and Infinite Evolution” was held at the Beijing International Convention Center. The chief brand officer of Hesheng Commercial Group, Zhang Xi answered, “New species + super IP will build a brand new experiential business, and the cascading effect of social scenarios will drive consumption. Big data builds new business logic around social needs. “
When we talk about commercial space, we often think of scattered shops and empty atriums. But in Zhang Xi’s view, shopping malls can have not only shops, but also “roof gardens” and “organic farms”. Over the past two years, Hopson Business has organized more than a hundred events on the topics of farming education, human tourism, organic life, and slow life. It has used the “roof” space that was once neglected. Including planting , Performances, picking, salons and more.
“The creation of the scene and the use of space not only refer to where the field is, but also how to discover our space value. There are enough consumer insights and enough and good content. Support. “
For business, a good space is that it will change as the consumer’s consumer needs change. When staying up late became a daily life of modern people, Zhang Xi introduced the space IP of the “Late Night Cafeteria”, using the unique attributes of the neighborhood, to open a late night cafeteria with more than 200 tenants. “Good projects need to grow.” This year’s late-night cafeteria, which was upgraded to 2.0 this year, has gradually transformed from regular Internet celebrity dining and fun retail to VR experiences, room escapes, and private theaters.
“There is no bad space but only neglected space, and the same space has different ways of playing.”
Another self-made IP “fetish street” is also a continuation of the concept of the block, plus short cycle, strong flexibility and fast responseThe “flash” factor quickly penetrated the young people.
Compared to the traditional definition of physical space, Zhang Xi believes that the membership system is also a special business space, so he launched a super member early this year.
“This is not for the sole purpose of purely just to increase the stickiness of our customers and obtain customer data, but to integrate more of our resources and enter into entertainment, social, and paid membership services. Point, to build a new platform for shopping malls, consumers, and all external partners, and to provide more business solutions for everyone. “
But whether it is a “roof garden” or a “late night cafeteria”, whether it is a new species in the block, or a home-made IP, the wall and exploration of commercial space are based on human needs and experiences purpose. “The commercial space is no longer just physical space. It may be offline or online, but it is more a platform and needs to be reshaped to break the commercial space and value.” Constant is change. “