It is a hub for young people's interests and socializing, a future shopping mall space | center | interest
TX Youth Center has always been a trendy landmark in Shanghai. Unlike traditional shopping malls, its curated retail model has always kept it fresh and unique.
Welcome stores with community attributes; The spatial layout of each store is like an art exhibition, not just a simple display of goods; The space is open, integrated with each other, and brands can be switched at any time to maintain fresh blood... Situ Wenchong, the chairman of Yingzhan Group, which belongs to the Youth Power Center, has his own unique insights in the commercial field. How does he understand the phenomenon of cultural people crossing physical commerce?
Their consumption behavior is different from that of their parents, and they cannot simply display their products. What drives them to go out? Interest and social interaction. To attract young people, physical businesses must find what they like. And people will search for similar interests and a sense of belonging to the community, so cultural phenomena triggered by interests are inevitably accompanied by social interaction. The clever approach is to bring the same group of people with similar interests and hobbies into the same space for socializing.
The manifestation of mixed knowledge comics and musical bars is very obvious. They are not simply asking people to buy books, eat, or watch dramas. People who arrive at the scene and immerse themselves are like-minded and have similar interests and preferences. Transforming interests into social scenes, and socializing is consumption.
And now it can be very precise, such as museums holding archaeological exhibitions, printing logos on related cultural relics and exhibits, which can easily attract interested people to buy T-shirts. In this scenario, other unrelated things may not sell well. Similarly, assuming that I am a target audience of mixed knowledge comics and have a strong emotional attachment to them since I was young, the operational space of mixed knowledge is tailor-made for me. It is easy for me to have a consumption impulse when browsing around. Buying books and cultural and creative products not only gives me a sense of obtaining goods, but also emotional satisfaction and a sense of belonging in my identity. Some traditional large supermarket brands now claim to have 9 million registered members, but these members are actually invalid data. Should they shop online or not. If you are used to shopping in supermarkets, not being a member does not affect this group of people coming to shop. Therefore, most of the information provided by members is invalid and cannot increase conversion rates. On the contrary, if a platform gathers 3000 members who love astronomy and provides targeted recommendations for astronomical related products, equipment, cultural tourism, activities, etc., it is easy to attract them to purchase. These 3000 members are effective members, and their interests and hobbies are integrated into a social environment with identity recognition, which is then transformed into consumption. The traditional approach for commercial spaces is the opposite, such as signing a good location with a popular popular Volkswagen brand and directly signing a 10-year lease. It may seem effortless, but if this brand goes into decline within 10 years, the mall space will gradually wither and become outdated, no longer attractive. Of course, some chain brands will open a separate line here. The key lies in whether the store has such an innovative attitude and whether it aligns with our philosophy. For example, if a coffee shop owner loves basketball very much, his coffee shop will bring a basketball community. From this perspective, it is easy to understand the advantages of cultural people crossing boundaries. Their content comes with fans of dramas, books, and other genres. A community that already shares common interests and preferences is now easily transformed into a physical space.
As the first party of the shopping mall, I like to look for such second parties who bring specific communities for efficient conversion, which is the trend of the future. So, regardless of the form of innovation, the core positioning of a successful business entity remains unchanged - becoming an incubator for young people's social scenes and a hub for their interests and hobbies.
