Experience Formats: People Can Get Results.

According to RET Rui Yide data, Martha stores in the United Kingdom recently said it would close 5 stores in Shanghai this year. WAL-MART has closed more than 20 stores in 2014, and there are 26 stores in the chain of large chain stores in 2014.

According to data provided by CB Richard Ellis, the proportion of retailers who opened more than 40 stores in the Asia Pacific region in 2014 has shrunk to 5%.

The activity and format are first manifested in the strong attraction to the stream of people.

Why should we upgrade and add substantial experience to the format of experience? "The introduction of experience formats can maximize customer attraction, improve the contribution rate of shopping centers and improve the overall performance of shopping centers."

The sentence in the Shanghai Shopping Center Association's report shows the reason.

According to the data provided by Chengdu Retailers Association, 2 days in May 31, 2014 ~6, the "Taobao Life Festival" in Longhu North City Street and Alibaba attracted 150 thousand people, the turnover exceeded 20 million yuan, and electronic members broke 50 thousand people.

The "International Balloon Festival" of Chengdu Taurus Wanda Plaza has attracted more than 450 thousand passenger trips in 3 days, with a daily passenger flow of about 150 thousand people and a total of 22 million yuan in 3 days.

"The US Mal uses the public space to connect the theme amusement park, achieves about 40000000 passenger trips per year, and attracts 40% of the sightseeing tourists."

At the above marketing predesign forum,

Zhang Jianhua, director general of Rui Yi De and general manager of Chengdu company, told reporters that the public space of domestic commerce is mainly used for exhibitions and children's activities. In fact, the use of public space for experiential settings, such as open rooftop theme catering and different theme activities at different seasons, can increase the rental income of 10%~15% for shops.

It may not be directly converted into passenger flow, but it is the basis for business investment and profitability.

Chen Peng, chairman of Chengdu and Ruifeng industries, said that the first thing to do is to aggregate the popularity of any commercial project. No matter whether the crowd is consuming or killing time, first gather people and let them have real feelings for the commercial projects, so as to combine the guests with the commercial real estate and produce value.

"We must first attract people to consider the development of passenger flow."

Chen Chuyin, vice general manager of marketing at Wanda Plaza, Qingyang, Chengdu, told reporters that the reason why their projects emphasize the test of electricity providers and experiential consumption is that the interactive format of "Baby King" will have a great impact on the flow of people. This is a concept of "eating, drinking, playing, learning, and shopping."

Yang Senran, a chairman of Sen Zheng long, also revealed that although it had one hundred thousand people in XiAn Railway Station, it took over several rounds of teams, but the final project has changed from traditional retail formats to new shopping centers with the theme of urban life experience. It has formed a major layout of children's experience, including entertainment, education, culture and catering. It has obviously increased crowd stickiness, and the current investment has reached 70%.