Shopping malls are embarrassed to open without any business innovation in 2022丨Operation News

Only by operating with the right tonality can we be "prosperous and new". The "New Knowledge of Operation" series shows you the creative ideas of shopping malls and brands.

This article is an analysis of the innovative formats of newly opened shopping malls in the second half of 2021 .

Cover and header image丨Shenzhen Longgang Wanda Plaza

Editor丨Fu Qingrong

Written by Xiong Shumiao

Visual Design丨Jenny

The 2021 of shopping malls will overcome all obstacles. What is exciting for the industry is that more than 350 new malls arrived as scheduled in the second half of the year, doubling from the first half of the year.

Among them, there are many high-standard and high-quality malls such as Shanghai Qiantan Taikoo Li, Shanghai Ruihong Tiandi Sun Palace, Shenzhen Longhua Unicity, Shenzhen Longgang Wanda Plaza, etc.

These new malls, with their own innovative ways of business, are striding towards 2022.

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Skateboarding, skiing, surfing, equestrian...

High-end niche sports advance to the mall

After the conspicuous consumption of luxury brands, some domestic consumers began to turn to niche fashion brands with strong circle attributes to show their fashion tastes.

Coupled with the Tokyo Olympics, the 2022 Beijing Winter Olympics, etc., high-end niche sports such as skateboarding, skiing, surfing, etc., which used to be "high and low", have gradually entered the domestic public view, and are regarded by a new generation of young people as cool and fashionable. casual social lifestyle.

Keeping up with the trend, the new malls break the conventional investment promotion ideas and property conditions, actively introduce trendy sports experience brands, and create a "micro-vacation" destination with more leisure and social space:

Shanghai Songjiang Impression City has teamed up with Chinese skateboard veterans to create a "Cement Park" , which uses themed spaces to shape the consumption symbiosis of skateboarding and street culture.

◎The 1,350-square-meter professional outdoor skateboarding venue integrates sports scenes, professional events, sports teaching and other functions, and sets up sports retail space around the venue--Photo source: Shanghai Songjiang Inn City

As the fourth-generation Wanda Plaza, Shenzhen Longgang Wanda Plaza is committed to creating an "urban micro-tourism destination", bringing together Hachimachi Indoor Baseball Stadium, VBOY Skateboard School, Archer and Archery CAFE, flowlife Tuoji Indoor Surf Hall, Banana Rock Climbing and other sports Experience business .

◎Image source: Winshang.com

SCPG Huidelong Hangzhou Olympic Sports Impression City gathers all kinds of "sports cafes", including the 5th Hope snow city ski space store in the country, builds a ski equipment collection store, and provides one-stop services for ski tourism.

◎Image source: Hope snow city ski space

In order to strengthen the label of "sports, entertainment and experience", Shenzhen Longhua Unicity has introduced many high-end large-scale sports experience formats, such as:

↑: IFLY

↗: FlowLife

→: V5 SPORTS

◎Photo source: Shenzhen Longhua Unicity, Winshang.com

The IFLY wind tunnel flight experience store integrates the world's top wind tunnel technology, flight cabin experience, and indoor skydiving.

The FlowLife Skateboard and Surf Club is equipped with an indoor surf room with constant temperature and humidity, and professional coaches, so you can enjoy the skateboard surfing.

There are also Longhua flagship store of Chenlu International Ice Center, V5 SPORTS, the first shopping center indoor basketball hall in South China, and HADO, the first AR technology sports hall in China .

Shanghai Ruihong Tiandi Sun Palace has introduced many new sports experience projects with both exercise and fun , such as SNOW51 X Hao Shihua Ski Athletic Center and IGO SURFING, which focuses on surfing .

In addition to skateboarding, skiing, surfing, etc., equestrian is also more and more popular with new malls. Such as: Shanghai Ruihong Tiandi Sun Palace, Shantou Mixc City, Shenzhen Longgang Wanda Plaza and many other new malls have introduced horse riding .

◎The store covers an area of about 1,000 square meters and is divided into reception area, training area, pony house and other areas. It provides riding lessons, ability lessons, and cultural lessons, as well as equestrian experiences and courses for children and adults. --Image source: Shenzhen Longgang Wanda Plaza

There is also an innovative project to launch a 24 -hour uninterrupted sports hall - the REACTION Arena all-weather sports experience hall in Zhongshan Times Fanghuali, which is in line with the full-time operation and the consumption boom of the night economy. There is a basketball training field, a mindfulness meditation room, a dance practice room, etc., as well as a complex sports-themed restaurant and bar, and a Barbershop oil and hair salon to meet the new needs of the new generation of sports enthusiasts.

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Literary and artistic fan is bursting, "alternative" museums,

Trendy art spaces and theaters become new trends

To solve the problem of homogenized competition, the new malls have bet on the cultural and artistic format with the "important task" of creating differentiation. Innovative cultural and artistic business can shape the unique tonality of the project, add shopping fun, and relieve consumers' aesthetic fatigue on box malls.

Shenzhen Longgang Wanda Plaza has introduced the " Space Time Capsule ", a time capsule museum co-branded by Future Space and China Aerospace , to spread aerospace culture.

◎It is divided into a retail area for peripheral products, an aerospace-themed photo-check-in area, a time capsule exhibition area, a China aerospace science exhibition area, a SHOWTIME portrait photography area, and Luckiest Dog lucky capsule coffee. --Image source: Shenzhen Longgang Wanda Plaza, Shenzhen Circle, Universe Time and Space

WEKÜKÜ is derived from the Shanghai dialect. It is a trendy space for sharing art and design experience. The offline flagship store is located in Shanghai Dayang Jingdian·Tianan Qianshu .

◎ There are carts, areaware pink robots, jelly cat vegetable plush doll wall and other check-in points in the store, as well as home space, curation space, live broadcast room, etc. In the future, various art exhibitions will be held to shorten the distance between art and life . --Image source: WEKÜKÜ official account

Raffles City on the North Bund has teamed up with Yuchengtang, a traditional art museum, to create a new concept art space for all scenes - C3Museum North Bund Art Museum .

◎Using new technologies such as physical landscaping and interactive projection to lead consumers to appreciate traditional Chinese culture and art. The art space integrates education courses, aesthetic education activities, IP cultural and creative, as well as national trends, cafes, etc., and has become a unique new concept store. --Image source: C3M North Bund Art Museum

Zhengzhou CITY·Darong City , the "new landmark of trendy fun and dryness" , has introduced the pioneering youth art and culture brand " Wildfire Art Lab " and the new comedy label incubation place "Yellow House Theater".

◎ A youth art and cultural space integrating art exhibitions, markets, host brands, party culture, etc. --Image credit: Wildfire Art Lab

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"Morning Economy" is targeted by mall,

Joint "night economy" to cover your 24 hours

In the face of fierce competition, new shopping malls have to adopt a two-pronged approach of "morning economy" and "night economy" to extend the business hours and business coverage, covering consumers' all-weather consumption scenarios, and continuously increasing profits. space.

In 2021, a cross-border pop-up between the top luxury brand PRADA and Wuzhong Market has refreshed the industry's imagination. The new mall has also begun to integrate the "vegetable market" , a business format full of fireworks, with modern commercial space to activate the consumption vitality in the morning.

MUJI 's first fresh food complex store in China is located on the ground floor of Shanghai Ruihong Tiandi Sun Palace , covering an area of 4,130 square meters, including the MUJI store and Qixian supermarket, creating a "diet proposal" supermarket.

◎ The supermarket part has set up multiple areas, including fresh vegetables and fruits, cooked food, roasting, coffee and other areas.

◎ The store will not only provide consumers with daily dietary proposals according to different scenarios, but also provide information on ingredient channels, seasons, origins, cultivation methods, tasting methods, etc., so that customers can understand the "story" behind the ingredients and consume with confidence. --Image source: MUJI

Rongmei Market , located on the LG1 floor of Darong City, Changning Art Park, Shanghai , is divided into three functional areas: fresh food stalls, novel markets and light dining areas. It is a vegetable market, restaurant, supermarket, and innovative community format. A multi-dimensional space.

◎Photo source: Shanghai Changning Art Park Darong City

The "morning economy" is beginning to emerge, and the " night economy " over there is rising at a speed visible to the naked eye, and almost all new malls are standard:

SCPG Huidelong Hangzhou Olympic Sports Impression City : The roof space includes distinctive restaurant and bar brands such as Mill, Delamo, Wood, and Royal Sun, and introduces the trendy party MAGO that integrates billiards, game machines, darts and other entertainment facilities;

Shenzhen Longgang Wanda Plaza: Create a "Never Night Street", covering 24-hour Haidilao Smart Restaurant, Helens Bistro , Shenzhen's first Zhoushi Joes Bistro whisky bar , Hanxijia BBQ and many other night-time consumer brands;

Zhuhai Jinwan Huafa Business Capital : Introduce the online celebrity shop "MARÉE" known as "Little Paris", the 900°C barbecue factory that creates the bar + barbecue model , Hefu Noodles, COMMUNE commune , etc...

◎Photo source: Shenzhen Longgang Wanda Plaza

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Camping + drinks, coffee + laundry,

Clothing + flowers...compound business formats with many new ideas

In the past one or two years, mountain life and camping culture have become popular, and shopping malls have gradually increased their size to hold large-scale outdoor activities such as camping parties and exhibition markets, and have moved brands that advocate related scenes into the mall. A diverse combination of accessories, coffee, etc., conveys the experience of slow life in the mountains.

Morning LAB , a new Internet celebrity brand in Shanghai, has successively entered new malls such as Shanghai Ruihong Tiandi Sun Palace and Shanghai Changning Art Park Darong City .

◎ Locate the urban outdoor comprehensive experience space, take the self-updating camping scene as the container, the store links the outdoor camping circle customers, can make hand-brewed camping coffee, taste the co- branded craft beer, exchange equipment, exchange camping experience, etc. There are more camping-themed activities exclusively.

In addition to camping + drinks, the "rolled" new malls also brought many "brain hole" combinations, such as:

Coffee + Laundry : Guiyang Wanxianghui introduced "a coffee shop that is very good at laundry" - ifunwash . The brand has previously opened a store in Joy City, Beichen Delta, Changsha.

◎ With the creative combination of boutique cafes and professional laundries, it has become an internet celebrity check-in place. The color of the storefront is simple, fresh and bright, creating a new lifestyle scene. --Image source: Aihuanwash ifunwas h

Picnic scene + drinks + trendy retail : Guangzhou's first curatorial commercial project YCC! The "Fastfoot " picnic concept store brought by Tianyi.

◎ Joint with a number of local creative trend brands to create a variety of ways to play through creative specials, scene installations, combined rides around retail, trendy activities, etc., create a new scene-style gathering space, and refresh the social model of young people. --Image source: Winshang.com

Apparel + flowers + cultural and creative : Among the major brands unveiled in Taikoo Li West District, Sanlitun , Beijing, includes the first Uniqlo global flagship store in Beijing .

◎ It is built with the concept of China's first "composite tomorrow life museum", and integrates into UNIQLO FLOWER flower shop, UT world cultural and creative "museum", and UTme! custom workshop to create a new experience of physical retail in the collection space. --Image source: Winshang.com

The cross-border integration of different business formats has formed a "new species" that breaks the conventional cognition. It is highly topical and has the potential to "go out of the circle", driving more young people to include projects in the check-in plan list; and most of them have social attributes and can communicate with shopping malls. Linked to hold experience activities for specific circles of communities, link new groups through new contacts, break through the space limitations of traditional business, and enhance the vitality of shopping malls.

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Taking advantage of the "metaverse" to break the dimensional wall,

Play IP Custom Shop

The concept of "metaverse" that was born out of nowhere has been widely discussed, and the Internet applications and social life forms that combine virtual and reality are being formed under the promotion of technology. Some forward-looking new malls build a "metaverse" through IP full-scene applications, IP custom stores, etc., linking virtual and reality, and providing a place for social entertainment for pan-two-dimensional hobby groups.

Shanghai Songjiang Impression City is positioned as a "multi-dimensional dialogue world". It not only cooperates with Pokémon IP, but also covers a large number of "multi-dimensional" themed custom shops, such as: Feiyue IP custom shop, Zuoting Youyuan dimensional concept first shop, Shenjing Chenji Roast Goose Tea Ice Hall Hong Kong retro movie theme shop, Houzhen beef tongue roast pork IP custom shop, animate's first dimension train custom shop in China, Mango Detective Museum's first Nezha IP image VR experience custom shop in China , KOILAND, another item under Ali Entertainment, has opened the first special customized store in the country , etc., which highly matches the preferences of young customers and forms an exclusive memory point.

◎Photo source: Shanghai Songjiang

Zhengzhou CITY·Darong City has introduced cool brands such as Weidian Park, Fun Chaowan, MINTYGREEN Harry Potter Theme Store , etc. to meet the diverse needs of young consumers in pursuit of experience and social entertainment.

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The "bigger" novelty amusement is coming,

Create high-quality parent-child "third space"

From "three children" to "double reduction", the innovation of parent-child business is the key to capturing young family customers. The new malls actively adapt to the development of the times, increase the size of large-scale parent-child amusement experience scenes, and create a one-stop baby walk and high-quality parent-child companion "third space".

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