First, the theme image positioning of South Garden Commercial Pedestrian Street
(A) South Garden Commercial Pedestrian Street Theme Positioning
urban ...
-Shijiazhuang has a population of 265,438+10,000, ranking eighth as the capital city in China in terms of comprehensive strength, bordering Beijing and Tianjin in the north, ranking high in the Central Plains, with perfect urban infrastructure planning. This is a famous modern city.
—— Shijiazhuang shopping malls focus on the consumption level for the general public (that is, the all-inclusive type), lacking market segmentation, especially the theme shopping malls of urban fashion types, and the positioning of pedestrian streets occupies a blank spot in the market.
—— Pedestrian Street is located in Zhongshan Road, the most prosperous business district in Shijiazhuang, and forms a fashionable and prosperous city with fashion shopping centers such as Dongkou, Hualian, Tianyuan and Kimberly.
popular ...
—— The pedestrian street market is positioned as a mass commodity category, mainly engaged in fashion trends.
Fashion means faster circulation of goods, which is different from mass consumption. It mainly involves fashion trends.
-Popularization means that the circulation speed of commodities is accelerated. Compared with mass consumption, the upgrading and elimination speed of the commodities it manages will be faster.
Fashion represents a life attitude, a jumping and bright aesthetic standard and lifestyle.
recreational ...
-Different from other shopping malls in Shijiazhuang, the shopping way of pedestrian street is a lazy and casual form, which is a state of being completed unconsciously.
The pace of modern life is so fast that shopping should be an adjustment to life. Shopping is not necessary. You can eat, exercise and have fun. Besides 8 hours of work and 8 hours of sleep, leisure in the pedestrian street is the best choice.
No one forced you to shop at the mall, and no one asked you to look at the goods before buying. However, just after you let your guard down, you find that your hands are full of different brands of shopping bags, and you are addicted to shopping.
open ...
-In other shopping malls, you often feel lost on the floors of 65438+100000 square meters or thousands of square meters. When you want to buy something, you must also ask the floor manager for help. Of course, sometimes it may be easier for you to find a floor manager than to find such a product directly.
You will also be confused in the pedestrian street. This is a boutique with leisure brands. The cinema is on the fourth floor, and the thousand-color shop is on the second floor in the north. What you are confused about is how to go to all the places you want to go at once.
-Hundreds of thousands of atriums in other shopping malls are either empty or full of discounted goods. In the pedestrian street, the inner street is creatively built into an open and flowing giant atrium, and the buildings are connected by corridors, walking ladders and sightseeing elevators. You can watch the scenery on the bridge, or you can watch you on the bridge of the person who watches the scenery.
multiple ...
-No shopping mall can satisfy the functions of eating, playing, shopping and fitness at the same time, right? The pedestrian street is OK. You can spend a day here, or get to the point. While drinking coffee at Koizumi's residence, you can discuss with your good friends what kind of lip gloss is the most popular this year.
Young fashion ...
-Shijiazhuang City/KLOC-The population aged 0/6 to 35 (youth population) accounts for 37% of the total population, about 684,500 people, and the consumer market is huge.
—— Nanyuan Commercial Pedestrian Street is next to the East Shopping Circle, and the main consumer groups in daily people flow are young people.
-Shijiazhuang market lacks bustling shopping, leisure and entertainment places with the theme of youth and fashion.
interactional ...
-Breaking down the barriers between shopping malls and consumers, and forming interactions among various formats, commercial formats and buildings, and pedestrian streets and surrounding blocks in the pedestrian street, which provides the possibility for the participation of end consumers and shops.
Shopping is no longer a passive acceptance. You can buy cosmetics under the guidance of a licensed beautician, sporting goods under the advice of a professional tutor, open a SPA if you like, drink in a bar if you are bored, eat a hot and sour powder when you are hungry, and meet friends in a coffee shop. Here, you are yourself.
……
It is possible and inevitable that Nanyuan Commercial Pedestrian Street will be positioned as a leisure shopping center for young people.
The traffic of Nanyuan commercial pedestrian street is controlled and limited to the unfavorable geomantic theory of "prosperity in the north and decline in the south", and it is impossible to attract enough people without strengthening the comprehensive function.
Young people's consumption is the most comprehensive: shopping, catering, leisure and entertainment are basically balanced. Integration is the only way out under the premise that the competitiveness of simple stores is not strong.
The comprehensive format will create a place suitable for young people's consumption, transition from a simple store to a shopping and leisure paradise, and bear all the expenses of young people.
There are many buildings around the commercial pedestrian street in Nanyuan, Shijiazhuang, which is self-contained and suitable for building a targeted leisure shopping theme.
Nanyuan Commercial Pedestrian Street is located in the commercial center of Shijiazhuang, with high commercial concentration, strong radiation and sufficient influence.
The differences between young people and middle-aged people in shopping, leisure and entertainment, and catering consumption behavior (whether they concentrate on consumption or not) determine that young people are the easiest group to convene for comprehensive functions of the project.
Kimberly-Clark, Tianyuan Famous Products and Beijing Hualian Department Store have gained appeal and brands in the young consumer market, and competition needs to create a new impetus-the concept of leisure shopping.
Limited parking spaces and controlled traffic conditions in Nanyuan Commercial Pedestrian Street determine that the project must be aimed at young people who are not sensitive to traffic conditions.
……
It is necessary to position Nanyuan Commercial Pedestrian Street as a leisure shopping center for young fashion people.
(B) South Garden Commercial Pedestrian Street under the theme of core competitiveness building
Northland Mall is a popular F6 shopping park with a commercial area of 6,000 square meters. Take the lead in introducing the concepts of ten theme blocks such as Ginza in Tokyo, European style, Jeju Island in South Korea and Zhongying Street-Sha Tau Kok. It also gives vitality and humanization to leisure chairs and trash cans, makes silent objects into jumping notes, and establishes a spiritual home for cool guys and girls in the form of street dance clubs and face-to-face tennis fans.
The business area of Beijing Hualian Shijiazhuang Commercial Building is 654.38+100000 square meters. Brand goods are mainly made for young people, and the concept pavilion is combined with the goods sold, such as Eden Women's Salon and Sports Bar, to reflect the interaction between shopping malls and young consumers.
Tianyuan famous products mainly lead the fashion of college and middle school students and advocate the southern customs. According to their own positioning, create a beautiful fashion forest, a beautiful fashion forest;
Youth goods purchased from the East emphasize cultural connotation, brand and personality. Emphasize the elegant, comfortable and cultural shopping environment corresponding to the brand;
People's shopping mall just integrates youth clothes and casual clothes.
As can be seen from the above, the strategies and measures of theme creation of Shijiazhuang Youth Shopping Center. The most elementary thing is to emphasize that the commodity and shopping environment are consistent with the personality characteristics of the target customer groups, such as Dongdou, Renmin and Tianyuan famous products; More advanced is to put forward the concept of interaction between consumers and shopping malls on the basis of emphasizing the consistency between goods and shopping environment and target customer groups. Street dance clubs, face-to-face tennis fans, sports bars, etc. However, consumers only passively accept it, instead of becoming the protagonist of consumption and the strong side of interaction. Therefore, the core competitiveness of the project as a leisure shopping paradise for young people is to emphasize the individuality and participation of young consumers in shopping, leisure and entertainment, and to create a new business form with commercial interaction characteristics.
A paradise for shopping, dining and fashion (leisure and entertainment)
Nanyuan Commercial Pedestrian Street is the first interactive center for young people's leisure shopping in Shijiazhuang. Focusing on the consumption psychology and habits of young people in Shijiazhuang, it satisfies and promotes their leisure shopping behavior and promotes shopping through leisure and entertainment. The Interactive Center for Leisure Shopping for Young People in Nanyuan Commercial Pedestrian Street emphasizes that goods and services should show the characteristics of young people's personality and participation on the premise of fashion avant-garde, pay attention to self-pursuit, and advocate personality, participation, novelty and excitement, sunshine and health. The project will become a paradise for young people in Shijiazhuang to appreciate fashion, pursue themselves and love to play and wander by combining commodity sales and leisure facilities that are suitable for and can stimulate young people to concentrate on consumption here.
(C) Description of the theme image of Southern Garden Commercial Pedestrian Street
Nanyuan commercial pedestrian street should be combined with: novel and exciting entertainment projects; Participatory self-expression and personality publicity activities; Sunny and healthy leisure sports; Popular western-style restaurants such as McDonald's, KFC and Pizza Hut; And clothing accessories that keep up with the trend and conform to the fashion avant-garde. Let shopping be carried out in fun, and let the happiness brought by leisure and entertainment be integrated with Nanyuan Commercial Pedestrian Street. This is young people's territory!
Nanyuan Commercial Pedestrian Street is "the first interactive leisure shopping center for young people in Shijiazhuang";
1, a paradise for young people to shop, relax and entertain.
Shopping supplies
Young people are always pursuers of fashion trends, and fashionable clothes, handbags, shoes and hats, as well as audio-visual toys and beauty cosmetics are their favorite. The Nanyuan Commercial Pedestrian Street in Shijiazhuang should first become a fashionable commodity place in Shijiazhuang, and then meet the multi-level needs of consumer groups to the greatest extent. All goods entering Nanyuan Commercial Pedestrian Street must be fashionable enough, trendy enough and pleasing enough. Adhere to the synchronization of fashion trends and coastal areas, and the settled businesses have high requirements on the grasp and sensitivity of fashion trends. Young people in Shijiazhuang can buy the most fashionable clothes this summer and this winter at Nanyuan Commercial Pedestrian Street. From affordable new models to fashion brands that keep pace with the international market. Do not refuse the needs of any young people, and have an extraordinary affinity for young people.
In Nanyuan Commercial Pedestrian Street, you can buy international beauty cosmetics that are much cheaper than big shopping malls. You can buy the latest albums and music albums in Nanyuan Commercial Pedestrian Street. Of course, first you need to dress up beautifully enough.
Young people are a group that emphasizes individuality and participation. Professional consultation on cross-stitch, clothing DIY, homemade jewelry and beauty use in Nanyuan Commercial Pedestrian Street makes consumers addicted to participation. With the help of the shop assistant, you can take your embroidered pillows and paintings home. You can also make your favorite jewelry according to your own preferences; Can also be a fashion designer, a sudden inspiration, design a suit for themselves. Everything is so natural, there is no imposed unhappiness, and there is no local regret. Everything is under control, both to your own liking and to your own liking. As the most frequent beauty area for girls, there are not only high-quality and cheap beauty products, but also professional beauty technicians to guide the purchase and use of beauty products, and establish consumer files for follow-up services.
The goods in Nanyuan Commercial Pedestrian Street are unique enough. Judging from the creation of fashion design companies, manufacturers and designers in the design process, there may be only one product, but there is no branch other than this one. This feeling is a combination of individuality and superiority, which is why Nanyuan Commercial Pedestrian Street will always be a shopping paradise for young people.
Leisure products
Shopping is an extremely comfortable leisure activity in itself. Nanyuan commercial pedestrian street with musical architectural symbols has created a paradise for young people to shop and relax through the transformation of indoor and outdoor pedestrian street forms and unique commercial courtyard functions. In addition, sufficient greening, bonsai, lighting and decorations are arranged in the pedestrian street. Everything is the idea of young people, and everything is so natural. When shopping, you can stop at any time to leave a silhouette of your youth, and picturesque backgrounds can be seen everywhere.
Young people can go to their own recording studios and make their own albums; Or go to the photo studio to take a photo album, leaving traces of youth and the sound of years. Everything is the idea of youth. A large-scale centralized manicure world can give girls who love beauty enough satisfaction. When you are tired of shopping, go to the beauty center for a massage or SPA, relax and recharge your skin. Go to leisure music, you can not only enjoy the latest music album, but also watch people come and go in the mall with a cup of coffee. If you meet someone you like, buy it and listen at home.
Equipped with bars, cafes, teahouses and other leisure dining facilities, it is reasonable and effective to concentrate together. When shopping in Nanyuan Commercial Pedestrian Street, consumers can go to a leisure dining facility in the commercial pedestrian street, make a cup of tea and coffee, take a rest when they are tired, and then continue shopping after a good rest. Nanyuan Commercial Pedestrian Street is equipped with large Internet cafes, from stalls to private rooms. It is the most popular fashion and leisure area for young people, and provides a platform for young people to exchange leisure.
Entertainment articles
Young people come to Nanyuan commercial pedestrian street, and there are enough entertainment programs. The preferential karaoke hall, excellent equipment and high-quality sound effects ensure that consumers can get the greatest satisfaction under the normal consumption expenditure. Mini cinema, choose your own cinema, or invite friends to the cinema to feel the shock of watching movies, or collect the latest blockbusters through the cinema database, accompanied by couples, and * * * good movies.
Young people come to Nanyuan Commercial Pedestrian Street, take a carousel and play novel and exciting entertainment programs (such as bungee jumping and Crystal Palace).
Catering supplies
To cater to young people's love for western-style catering, western-style catering facilities (Japanese-style and Korean-style catering) such as McDonald's, KFC and Pizza Hut should be introduced appropriately to satisfy young people's catering consumption psychology of pursuing fashion and taste to the maximum extent.
Consumers who come to Nanyuan Commercial Pedestrian Street for shopping can not only eat western-style fast food, but also consume casual meals, not to mention worrying about food shortage.