Winners Network interview “How to solve the business corner”

Win Business Network Interview with Bishan | Why can the dead corner of other people’s shopping malls be able to achieve a passenger flow “burst watch”?

Is the corner of the mall doomed to be a “dead end”? How to revitalize the routine and let the passenger flow burst?

Last month, Bishan Design Team accepted an interview with Winner Business Network to share the experience of architectural design and commercial projects and discuss the “resurrection” of the dead corner of business. Thank you for your interview and writing. Also, I would like to share some business operation methodologies with you.

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The space efficiency of a shopping mall depends on whether each space can normally play its due commercial value. In practice, due to the defective design of the driving line and other reasons, many shopping centers have local “dead corners” of the business where the circulation of passengers is blocked, which not only affects the overall efficiency of the project, but also impairs the sense of spatial experience.

Whether from the perspective of improving the commercial efficiency of shopping malls or enhancing the sense of experience of consumer terminals, activating the “dead corner” of commerce is very important.

Winner Business Network specially plans a large-scale topic of “Resurrection of Dead Corner” in shopping malls. Through field research, in-depth interviews with project operators and third-party design agencies, it presents a dead-corner “Resurrection” picture for the industry and shows the operational wisdom behind the business.

This article interviewed BE Design of Bishan Design (hereinafter referred to as “Bishan”), interpreted the cognitive misunderstanding of the dead corner of shopping mall and the correct “resuscitation” from the third-party perspective, aiming at the hard injury of building structure, mechanical and electrical equipment and motor line which is easily neglected by the owner in the development of construction projects, as well as the commonly used dead-corner play method. Whether it is really effective or not is discussed and analyzed in depth.

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Bishan and Winner Business Network Team Discuss “Resurrection”

 01 

The “dead corner” of shopping mall can’t avoid making it a “dead end” of shopping mall.

For shopping malls, which have tens of thousands or even tens of thousands of volumes, there is no golden cutting rule that can prevent them from “dead corners”. There are always areas that are less attractive to people.

The dead corners here are “original” – due to objective factors such as space design, “such as shopping mall high area, line of sight barrier area, deviation from the horizontal main line, difficult to reach areas, poor spatial comfort area and homogeneous space, etc., these are common dead corners in shopping malls,” Bishan said to Winner Business Network.

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复杂的动线,导致商业死角

图片来源:彼山

However, the original dead corner through the acquired revitalization, passenger flow can still “burst the table”.

Tianjin Dayuecheng garage No. 5 is well-known in the industry. When it opens its streets in 2015, it will scatter designers and craftsmen who are running “small businesses” all over the country. They will gather in 5500 double-decker space, creating 27 shops with full experience, including cafes, bookstores and flower shops, and opening up the building of Wenchuang Street in the whole country. The tide.

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图片来源:赢商云智库

But few people noticed that the “originator” of this Wenchuang block was the 3F parking building of the shopping mall. “This is a classic case of dead corner revitalization, which combines the space itself with the investment operation by imagining future use scenarios.” Bishan believes that excellent dead corner revitalization can enhance the overall space efficiency and brand value of shopping malls, not limited to the dead corner itself, just like the emergence of garage No. 5, making people happy. Jinda Yuecheng is more impressed by its good use of theme blocks to create scenario shopping centers.

But there are also many shopping malls, turning the corner into a “dead end”.

“Shopping malls’inappropriate disposal of dead corners is likely to fall into a negative cycle of operation: poor spatial experience – consumers do not like to go – poor popularity – poor rental income – low operating power of owners – worse spatial experience…Ultimately, the consumer’s impression of the dead corner migrates to the whole shopping mall, and the dead corner’corrodes’the rest of the well-functioning space.

After all, in this era, shopping malls are no longer scarce goods, for those who experience uncomfortable shopping malls, consumers can directly “vote with their feet” to choose to abandon.

Therefore, the dead corner operation of shopping malls is not only the need to improve the commercial efficiency of shopping malls, but also the survival of shopping malls in a broad sense.

 02 

Behind the dead corner of shopping malls, it reflects the development logic of industry deformity.

The history of shopping malls in China is less than 20 years. According to the statistics of big winners, by the end of 2018, there are 8,000 shopping malls (with a volume of more than 30,000_) in operation in China. Considering the opening rate of shopping malls in recent years, the average number of shopping malls is about 5-60%, and nearly 1,000 are in preparation every year.

In contrast, the domestic development and operation system is immature and the lack of professional talents. “Overseas, the investment planning and space design of shopping malls are carried out simultaneously. But many domestic shopping malls, until the design is almost done, the operation will intervene, equivalent to the shelf built, the operation to fill the field, at this time investment will be very passive.

Shopping mall design and investment operation are out of line, which is a major reason for the dead corner; at the same time, the immature investment thinking will also lead to the dead corner – “many shopping centers or landlord thinking, think that if they have a shop, the brand will certainly come in,” said Bishan helplessly.

In recent years, a large number of high-end shopping centers have sprung up in second and third-tier cities such as Changsha and Wuhan, aiming at traditional luxury brands such as LV and GUCCI. “But luxury brands can’t be introduced by shopping malls if they want to spend money. They have very strict requirements on the opening conditions of the city, the local population structure and the location of the stores. They also need to ensure the turnover.

Therefore, due to objective factors such as limited market capacity or restriction of competition terms, the newly opened high-end shopping centers in these second-and third-tier cities may not be able to successfully complete the investment, but due to the project tonality, they can only fill the site through exhibitions and other forms, leading to dead ends.

Shopping malls in China start late and supply large, so Australia, the United States, neighboring Japan and Thailand, which have developed commercial real estate industry, have always been our main object of study and investigation. At this stage, the performance of most domestic shopping malls in the concept of tray (the main third space), business form (from box to box + block) and market service (emphasizing humanization) reveals the shadow of our learning predecessors.

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Photo Source: Bishan

However, another excellent experience of foreign shopping malls, emphasizing the organic coordination of thermal environment (including air conditioning, ventilation and sunshade, which affect the human body’s cold and warm feeling), light intensity and light color temperature, has not been paid attention to by domestic shopping malls, and even many shopping malls because of improper operation in this area, lead to another kind of dead corner of space.

For example, some shopping malls use a lot of cold light in the location of cool theme blocks, which makes people feel dazzling and uncomfortable. “Most of the residential commercial floors in China are hard cement floors, lacking adequate sunshade design, resulting in excessive daytime temperature, low flow of people, re-lively nights, and the existence of dead corners in different periods.” Bishan said that at present, most of the block-style businesses in China generally neglect the sun-shading design.

“Domestic commercial real estate is in fact very lack of professionals, the lack of understanding of business leads to hard line injury, or inadequate communication in the design links, so that the electromechanical, structural and other teams do not connect well with the design, are common reasons for the dead corner of the mall.” Bishan confessed.

 03 

Hanging Routine Routine, New Dead Corner of Shopping Mall “Resurrection”

Many reasons lead to the inevitability of dead corners in shopping malls, so how to activate dead corners has become a necessary question for every shopping mall.

“Dead corner revitalization, first of all, the cause of formation should be positioned and evaluated: the focus can be directly resolved by design? Or need to link up with investment promotion and operation? Large areas of dead corners need to be planned first, clear objectives for rental income or to enhance the flow of people. For the dead-end revitalization, Bishan believes that it is crucial for the project to clarify the goal of its own transformation.

For shopping malls in high areas, poor space comfort, or dead-end areas where the flow of people is difficult to reach, domestic shopping malls already have their own rules to deal with: adding catering, renovating space and promoting exhibition/theme blocks. But are these traditional routines really effective? Are there any new dead-end games? The answer is yes.

✦ Shopping mall high area:

Most shopping malls can not avoid high-rise buildings. In Bishan’s view, the crowd drainage of high-rise businesses is mainly divided into two steps:

  • Target first: Set up High-Purpose crowding formats or event-intensive places at the top level, such as cinemas, theaters and exhibitions; or reverse thinking, turn the top space into a civic activity space, so that consumers can first visit parks and then go to shopping malls to 、

consume.

  • Re-solve the traffic problem: by pulling the escalator across the floor, create a small corridor-type space, and enhance the accessibility of high areas.

In fact, the passenger flow competitive advantage of high-rise businesses is becoming stronger and stronger. When we turn our attention to the well-known businesses in different years in Asia, we can also find the evolution path of high-rise shopping malls’play method, from “dead corner” to “advantage”

If Longhao Square in Hong Kong, which was opened in 2004, provides an innovative demonstration for improving the accessibility of high-rise space for shopping malls by setting up two flying ladders in the shopping mall, from the fourth floor to the eighth floor and the twelfth floor, respectively, or from the thinking of “resolving dead-corner accessibility”.

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Photo Source: Bishan

Then, like Japan’s Difficult Wave Park, Suzhou’s Xinguang Tiandi and Thailand’s Internet Red Shop ICONSIAM, which opened last year, are “active” high-rise areas, directly building high-rise areas as project highlights. For example, ICONSIAM provides an open platform as a dining space in the high area, at the same time, it connects the air garden with flagship stores, takes the Mekong River as an extended urban landscape, and creates a “citizen square” in the air, so that people can gather in the high area on their own initiative.

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Photo Source: Bishan

✦ Poor space comfort area:

For the revitalization of this type of dead corner, Bishan deeply feels, “At present, many shopping malls in China are still renovating the way of thinking, that only renovating smallpox, ground and wall (referred to as the”Tiandi Wall”) can raise rent, and even hope that in the process of renovation will not affect business.”

In Bishan’s view, if the old property leads to the decline of space comfort, it should be reformed comprehensively. “Dead corner revitalization is the most taboo of”single thinking”. That is to say, the dead corner is treated mechanically as the dead corner itself. Many owners are only willing to invest in hardware, because they are afraid of adjusting or combing the brand. Chemical action line will “pull the whole body together”, choose conservative treatment, often invested money but did not achieve the desired results.”

In addition, Electromechanical is also an important option to upgrade, Bishan said with a laugh: “To see whether a shopping mall is running well, there is a simple way, that is, to see the project electromechanical leader’s salary is not high.” Behind this joke is the importance of electromechanical systems for shopping malls, because it covers water supply and drainage, electrical lighting, air conditioning ducts, smoke exhaust ducts and weak current systems (involving networks, intelligent management and crowd thermodynamics, etc.). It is the basis for business format and brand adjustment, intelligent operation and overall space comfort improvement of shopping malls. Foundation.

“The mechanical and electrical systems of domestic shopping malls are mostly backward, because this is too expensive. We see that many shopping malls use a lot of expensive stones, but the mechanical and electrical design is a mess, even the basic thermal environment has not been taken into account, it is a pity.

✦ Deviating from the horizontal active line, it is difficult for people to reach the area:

Common types of moving lines in domestic shopping malls include linear, circular and grid. In commercial projects with different volumes and plot shapes, there are more or less “original” dead corners in these three types of moving lines. As a long-term observer of American business, Bishan shared Shaheen Sadeghi, the father of AntiMall (anti-mall) in the United States, with Packing House, a business project operated by the “curatorial thinking” tray, with Winner Business Network, showing off alternative business lines.

Different from the general layout of commercial projects, Packing House adopts the mode of arranging stores in turn and connecting them in series through circular moving lines. Each shop is arranged as a display cabinet at will. Most of the merchants have more than three display surfaces, which greatly improves the visibility and reduces the dead angle rate.

Business operators are more like curators of specific cultures, screening brands according to specific lifestyles, showing customers not only the simple shops, but also the culture and lifestyle he wants to express. For areas where the flow of people is difficult to reach below the stage, the project combines the local life and culture to create a food church (FOOD CHAPEL) and leaps to become a local wedding shrine.

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Photo Source: Bishan

。”Breaking the rules, but also into square circle”, using curatorial thinking to configure the format and brand placement, can be regarded as a solution to the dead corner caused by the hard injury of moving line from the source. In addition, turning the plane into three-dimensional to avoid too long lateral moving line is also one of the ways to avoid such dead angles at the beginning of the design.

For example, ICONSIAM, which actively embraces high areas, digests its 525,000-foot mega-hegemony by designing 10 floors, transforms horizontal lines of motion into vertical lines of motion, and reduces the dead angle caused by too large a single layer area.

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For those who deviate from the horizontal active line and are difficult to reach the regional dead corner, Bishan believes that the most conventional way is to set up purposeful consumption scenarios. In addition to the layout of catering, entertainment, leisure and training and other conventional purposeful consumption formats, planning “theme blocks” in large areas of dead corners has become a common practice in dealing with dead corners in many shopping malls in recent years.

Bishan told WingShang. com that the theme of the theme block should not be too “heavy”, especially in the hardcover part, because the theme too heavy will seriously limit the format of the business, such as the second yuan and the electric competition block, and other heavy theme blocks are easily outdated, until the consumer’s freshness passes, the popularity immediately declines.

For example, in order to digest a large area of “dead corner area”, many shopping malls only refer to the current popular consumption elements unilaterally, without in-depth analysis of the underlying consumption base and consumption sustainability, they have planned the theme blocks of younger children, secondary elements and various gimmicks in a flash.

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These thematic blocks seem to be “unique and innovative”, but because of the limited circle aiming at, people inside and outside the circle are prone to feel and ignore the situation. In addition, the thematic blocks are located in the dead corner, and the natural arrival of the crowd is limited. The consumers who do not catch cold on the blocks will not come here, eventually leading to the change of the area from the dead corner to the dead corner.“ The dead corner of the theme.

“Theme block is the most taboo only external decoration, no core.” “Theme blocks should not overemphasize the theme, some people are not interested in the theme, but still like space, so the theme can not reflect too much in public space, but should be told through story scenes,” Bishan said.

At the beginning, the article mentions No. 5 garage, which is very restrained in the hard-fitting part. Its theme expression of “garage culture, innovation culture” is more transmitted to consumers through the multi-dimensional selection of stores and operational events.。

Bishan’s own design works are also practicing this view. For example, the indoor theme street built in Wuhan is designed for all ages and full of design sense, while the core theme of the block is mainly deduced through the IP background story, visual expression, format matching and operational events, so that interested consumers can dig stories deeply and interact differently. Consumer scenarios, uninterested consumers can also have a pleasant experience in the neighborhood.

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Photo Source: Bishan Provides

The children’s theme space, which is common in the market nowadays, is a typical counterexample. The whole hardcover of these blocks appears to be “younger” and “decorative”. There are too many flowers and plants decorated in the public space, full of secondary cartoon images or various architectural forms, etc. It makes parents and people who are not interested in specific topics feel that this space has nothing to do with themselves, but simply “walking dolls” and “taking pictures”.

“Theme blocks should be added sub-items, so that people who are willing to understand the theme prefer projects and have a sense of belonging, so that they can visit them all the time; but it will not affect people who are not interested in the theme at all, to experience the space quality and content of the whole environment.” Only in this way can the theme block be designed to drive the flow of people for the dead corner, instead of becoming more narrow, so that the theme and the dead corner confront each other.

– conclusion –

Li Xiaolai, who claims to be the richest man in the currency circle, once said that aesthetics often does not need to know the principle, but the person who creates beauty must have methodology, otherwise it is impossible to create continuously.

This sentence is also suitable for the operators of shopping malls. In order to keep the popularity of shopping malls rising continuously, we must master certain methodology, and let the dead corner of shopping malls “rise from the dead” is only one of the compulsory courses.

” “Business projects are very difficult to operate because they need to coordinate multiple interests. Sometimes you pay 100% of your efforts, but as long as there are mistakes anywhere, your efforts may be frustrated. It is precisely because the real perfect business belongs to the other end, so it is worth our persistent pursuit.

* This article reprinted from Winning Business Network

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