The difference between the 2024 commercial projects is that there is no intuitive process relationship between the various formats, and even at the beginning of the project design, there is no determination of the format setting, only the scale is limited, which requires the architect to have a good idea of the various formats, understand the functions, grades and value contributions of various formats, so as to make the layout handily.
1. Classification according to functional nature.
Commercial formats include department stores, supermarkets, boutique areas (clothing, bags, jewelry, accessories, food, cosmetics, stationery and sports supplies, etc.), professional stores (home furnishings, home appliances, building materials, accessories, etc.), life supporting services (beauty, hairdressing, nail art, pharmacies, flower shops, grocery stores, dry cleaners, pet stores, etc.), catering, entertainment, sports, education, leisure, cultural ......We often divide these colorful formats into three categories: retail, leisure and entertainment, and catering, and the area ratio of these three types of businesses often accounts for about one-third of each in the commercial complex, which is slightly adjusted according to the project positioning and business situation.
2. Classification according to consumption mode.
Generally, the consumption behavior of customers is divided into purposeful consumption and random consumption. Corresponding business formats, retail department stores, living facilities, small restaurants, etc. are random consumption formats, and other business formats such as supermarkets, restaurants, entertainment, fitness, education, etc. are purposeful consumption formats.
3. Classification according to consumption level.
It can be divided into a number of grades from daily necessities to luxury consumption, commodities can be divided into people's livelihood goods, consumer goods, mid-range fashion consumption, luxury goods, etc., the positioning of the corresponding department stores can be mass department stores, fashion department stores, boutique department stores, etc., catering can be divided into daily fast food, local snacks, the pursuit of cultural sentiment high value-added Western food and high-end business banquet-based restaurants.
4. Contribute to the value of the project.
According to the analysis of the value contribution of business formats to commercial projects, it can be divided into theme creation value, brand value, rental value and customer gathering value. For example, the introduction of international first-line brands can bring brand value enhancement to the project, while large supermarkets pay more attention to their ability to gather customers. Generally speaking, the size and brand awareness of the format are inversely proportional to the rent: the higher the brand awareness and the larger the scale, the lower the rent per unit area.
The principle of business layout
As with all types of architectural design, the planning should explore the environmental characteristics and advantages of the project land, and the layout of the business should correspond to the traffic and environment. For example, the thematic main stores that reflect the positioning of the project are placed in a more eye-catching location, and the main entrance and main road are arranged. Food and beverage are facing the landscape and pursuing environmental effects. In addition to these basic rules, the layout of shopping malls should also pay attention to the following principles:
1. Reasonable partitioning.
The functions of complex commercial complexes are decomposed and classified, so that the partition is clear, and the purpose of easy identification and convenient guidance for consumers is achieved.
Partitioned by nature.
Things gather by like, people by groups, and the same is true for business. We found that the natural formation of traditional commercial blocks is often the same type of business gathered together - bicycle street, hardware accessories street, bar street, etc., because the agglomeration effect can provide customers with the comparison and choice of multiple brands of similar goods, so as to achieve overall competitiveness and achieve a win-win situation. The requirements or influences of different business types in commercial complexes on the environmental atmosphere are completely different, and the juxtaposition is out of place and disorganized. It is easier to understand the dynamic and static partitions to avoid conflict and interference.
The different operating hours of the business format are more objective zoning requirements: if the supermarket opens earlier, while the catering, entertainment and other formats close late, or even open 24 hours a day, it should be relatively centralized according to the management requirements, and it is best to have an independent exit streamline.
Partitioned by grade.
General-scale commercial projects should generally have a target consumer group, the consumption capacity, consumption habits and corresponding brand grades of the consumer subject are relatively clear, and it is rare for high-end and low-end consumption formats to coexist in a commercial project, and some projects are arranged for different grades of business formats because of large scale or insufficient customers within the service radius.
Zoning by rent level.
The acceptable level of rent varies from business to business. By studying the rent situation of some projects, some patterns can be summarized. The gross profit of the supermarket industry is very low, the operation lies in the large flow of customers and the rapid turnover of goods, and its affordable rent is low, generally located in the underground or not very good location area, and the best location on the first floor is for clothing and jewelry with high rent. Except for the big brands of foreign fast food, the catering efficiency is low, and it is generally located on the upper floors. The rent of most fitness, leisure and entertainment formats is not high, and most of them are purposeful consumption, so it is advisable to arrange them in a relatively back position.
2. Enhance interaction.
Partitioning is meant to be easy to identify and guide, but should also be moderate. Hybridity is the strength of commercial complexes, and its core concept is the relevance of business formats. We can regard the various formats of the commercial complex as an ecological community, and try our best to create conditions for the symbiosis of multiple formats, so as to promote consumption and make the commercial complex a business community prosperous and grow. Specifically, it is to enhance the interactive relationship between business formats.
Take advantage of the relevance of consumption.
Just as the popcorn in the cinema and the alcohol in the KTV are important profit points for merchants, this is the epitome of using consumption association. In commercial complexes, we often see the interaction between entertainment and catering, the interaction between children's entertainment and education and children's clothing and toy retail, and the interaction between sports and fitness gyms and sportswear and outdoor brands.
Take advantage of the complementarity of brands.
Consciously combine the differences in brand grade, style taste, target customer age, etc., in the same category of goods or services, so as to achieve a net of consumer demand. Some foreign brands, such as ZARA, will be accompanied by some sub-brands at the same time, which is a development strategy formed after long-term experience accumulation.
3. Guide the flow of passengers.
The key value of commercial complex planning lies in the use of the main store layout to bring customer flow to the merchants with random consumption as much as possible. The main stores with strong customer gathering ability, such as department stores and supermarkets, are located at both ends of the active line to avoid the appearance of cecum areaPlace the purposeful consumption format on the high floor or in a location with low commercial value on the ground floor, especially the main store with a large customer flow like the cinema to drive the customer flow. In addition, from this point of view, the pure purpose of the consumption of professional stores, such as home building materials and other forms of shopping malls interaction relationship is very weak, if not for the total scale of manufacturing, digestion of the total area, the introduction of little significance.
4. Comply with the process.
Considering the arrangement of business space from the perspective of customer needs, such as the supermarket needs to be smoothly connected with the parking lot and public transportation, so that the trolley can be leveled or reach the parking space through the automatic walkway, which is generally located on the basement floor can solve this process problem. Shijiazhuang Lerthai Center is a large-scale urban complex that is about to open, not only with nearly 200,000 square meters of large business, but also Grade A office buildings, five-star hotels, high-end apartments and other property types.