Reading guide:Recently, the author received a text message that Hongqiao Nanfeng City members can enjoy up to 6 hours of free parking, and I really feel how difficult business operations are in the post-epidemic eraIn 2023, there will still be no shortage of newly opened explosive projects and commercial projects that continue to be out of the circle。On the occasion of the Year of the Dragon, we have done another survey of these projects, and found that although they have their own characteristics in form, they all have some common characteristics and the same underlying logic behind them, and today we will share our observations with you.
1.In the popular business, there must be something delicious
Previously, a topic of "young people only go to the B1 and B2 floors when they go to shopping malls" rushed to the hot search, because: first, the B1 and B2 floors are generally directly connected to the subway entrances and exits, and the transportation is relatively convenient; Second, the tenants introduced on the B1 and B2 floors sell products with lower unit prices and higher cost performance, which are more popular with young users in the context of consumption downgrade. The most important reason is that the B1 and B2 floors gather a large number of light meals, snacks and drinks. This also reflects that the more people there are, the more food they eat, not only in quantity, but also in variety.
Compiled and published by our hospital"2023 World Gastronomy Distribution Index".This is well confirmed by the sub-indicators of world cuisine in commercial complexes. Among the top 10 commercial complexes in the world, projects such as Global Harbor, Nanxiang Impression City, and Qibao Vanke will have an average daily passenger flow of more than 100,000 during the New Year's Day holiday in 2024. At the same time, almost all of the top 10 commercial complexes in the index are on the list of the top 20 popular shopping malls in Shanghai released by Mall Xingren during the National Day in 2023 (especially the list of popular shopping malls in Dianping).
See: 2023 "Shanghai World Food Distribution Index" released for the first time: Who can come out on top in the city's 213 streets and towns? 
Mall starman.
In addition, the top five commercial complexes in the index not only have a high concentration of world cuisines, but also have a large number of Chinese food, beverages and other catering stores, and have a relatively complete range of categories. toGlobal HarborFor example, there are 21 subdivided catering categories including 10 major Chinese cuisines, 9 major cuisines of other countries, and 2 major coffee and beverages, and the proportion of the number of meals in the three categories is almost equal.
There is no doubt about itDiversified cuisine is one of the necessary conditions for whether the business can continue to attract traffic.
2.There must be fun in the popular business
In addition to eating and drinking, the popular business is of course inseparable from fun! toJing'an Joy CitywithSuhewan Vientiane WorldFor example. According to the author's observation, in addition to the B1, 7-9 floors and the food area on the rooftop, the video games and secret rooms on the 5th and 6th floors, and the 8-9 two-dimensional block "Bajidao i-Land" are also crowded with corresponding games or two-dimensional enthusiasts. The author has been to the site a few times, and several times I have seen children banging on machines in Tom Bear video game city, young people surrounding crane machines and racing simulators; Outside the secret room next door, students wait in line to enter; In GoodsLove, young people in coswear are talking about anime terms, and they don't forget to put anime merchandise in their shopping baskets.
Public information on the Internet.
The MixC of Suhe Bay makes full use of the geographical advantages along the Suzhou Creek and the natural advantages of being close to the water, so that the project is 4The 20,000-square-meter green space is linked to the Suzhou Creek water platform. During the National Day, the project, as the end point of the Suzhou Creek section of the "Shining Shanghai - Jing'an International Light and Shadow Festival", made use of the Shikumen wall and public green space in Shenyuli, and staged one after another"Art Suzhou" theme light showVisitors can enjoy the light show in the public green space of the Vientiane World in Suhe Bay, and they can also enjoy the magic piano interactive performance and the short play projected on the historical buildings on the other side of the river by the Zhejiang Road Bridge. The average daily passenger flow is 50,000, and the highest daily passenger flow is 90,000. Of course, the installations on the public green space will also change regularly with festivals and market trends. Because it's fun and surprising enough, I often go.
3.The explosive business must be particularly down-to-earth
At the moment of consumption downgrading, in addition to restaurants and parent-child parks, the places that can also make people come to a fixed point at a fixed time can probably only beVegetable farmsLet's go! Because it is just needed, because it is grounded enough, and because it is very cost-effective.
In 2023, there will be a popular community business projectHongshoufang, take the route of exquisite vegetable farms. From the outside of the building, it is probably impossible to imagine that the main format is actually a vegetable market, and even more unexpectedly, this vegetable market is also designed as a fusion market similar to the Boqueria market in Barcelona, Spain. The exquisite Shikumen building is packed with fresh food, groceries, oil, salt, sauce and vinegar needed for daily life, and there is no shortage of exquisite time-honored dim sum and snacks, as well as rest spaces and social seats that are different from traditional vegetable markets, and even edible fruits and vegetables are planted in the yard. It doesn't feel like I'm going grocery shopping, I'm going home.
At the same time, Hongshoufang has incubated the D2C model of agricultural products (the brand operates and markets directly to consumers), united with public welfare organizations in Yunnan to carry out love and agricultural activities, and cooperated with Huisen Fresh to start breakfast and affordable dishes at 6 o'clock in the morning, which makes the public feel very good and cheap.
The so-called "starting with appearance, falling into talent, and being loyal to character" is for commercial projects"Start with appearance, fall into content, and be loyal to quality".
4.Explosive business must have cultural blessings
Finally, let's take a look at a commercial project that is based on culture and is popular all over the InternetBeaulieu World。First of all, the project is located in Panlong Ancient Town, which has been blessed in terms of historical and cultural heritage. Of course, relying only on history and culture cannot become a climate, and on the basis of the preservation and repair of dilapidated buildings and ancient bridges, the excavation of the historical context recorded in the "Local Chronicles", especially the restoration and innovation of the texture of the old streets and alleys, the elements of the Jiangnan water town, the stage and other architectural elements, the project presents a scene of interlacing time and space between the old and the new.
Secondly, the project has created 230,000 square meters of public green space, coupled with natural water features, and introduced camping, equestrian, roller skating, cycling, paddle boarding, skateboarding, land rushing, frisbee, baseball, basketball, badminton and other amusement projects, as well as historical and cultural projects such as intangible cultural heritage, forming a micro-vacation tourism culture that combines natural experience and trendy cultural experience.
Shanghai Hongqiao***
Thirdly, in Ruihong Tiandi Sun Palace foodiesocial2On the basis of version 0, Panlong Tiandi launched a new market brand incubated by it"The farmer has a flower head"., bringing together more than 10 farm brands and local ingredients in Qingpu, so that the food culture is localized.
In addition, Panlong Tiandi has also been co-created with Yuz Museum"Artin Green" public art seasonTogether with UCCA Center for Contemporary Art, we launched the "Burning Ran" Young Artist Incubation Program to present art scenes in public spaces.
Light to Panlong" theme light and shadow exhibition, **Xinmin Evening News.
It is difficult to think of Panlong World, which integrates historical culture, trend culture, tourism culture, local culture, food culture, and art culture.
From the commercial projects that continue to explode in 2023, we have found that these projects have common points such as deliciousness, fun, down-to-earthness, and culture. At the same time, they are also a model of multi-industry combination. For example, the upstream and downstream resources of the catering industry, entertainment industry, game and animation industry, tourism, electronic information industry, and even planting industry are integrated and exerted to play a convergence effect, or cross-border interaction and mutual traffic, colliding sparks in the integration and symbiosis.
Author: Lin Xinlan.
Editor: Huang Side.
Review: Xia Yu.