Commercial space commercial space design

The design of commercial space is actually the analysis and judgment of commercial space. In fact, we believe that whether it is commercial building design, decoration design or environmental design, it should actually be done for consumers. That is to do it for the market. Without this premise, everything behind has no basis for judgment.

We can't simply copy foreign things, nor can we ignore modern people, that is, modern consumers in China, consumers in various cities and different consumer demands. So in fact, in the final analysis, it is necessary to create a business environment that conforms to the lifestyle of modern people. Now let's talk about it through several cases. How to meet the lifestyle of modern people?

Then let's consider the American way of life, the European way of life, or the way of life in Southeast Asia, and the way of life in different cities in China.

In fact, it is now people's living standards and income levels that determine that it must do such commercial facilities. We may now meet the needs of our shopping center model more and meet the needs of the United States in the sixties and seventies and the eighties and nineties. This may be the case. This architectural model and commercial space or commercial combination may be basically consistent with it at that time, because our consumption level and economic development level determine it.

However, we are delighted to see that what our consumers in China are pursuing is in line with their trend and is the human nature. For example, some commercial facilities we have seen in Shanghai and Beijing are very close to the commercial combination and architectural environment abroad. Why is this?

Its urban development and local consumption, and even the arrival of a large number of local foreign commercial companies, have driven this consumption, enabling him to produce such commercial facilities and business combinations in such a city. Then wherever we go, if it is a second-and third-tier city, or a small and medium-sized city, it may not work. But we also see that these small and medium-sized cities, the second and third tier cities in the future, will definitely take this road. Because human beings pursue beauty and consumption, whether spiritual or material, in fact everyone is * * *. Just because this stage of development is different, it leads to different pursuits in different stages.

Therefore, before designing commercial buildings, we must understand the local lifestyle and needs. At the same time, we should also consider this forward-looking, that is, it has yet to be developed. As a building product, I can't only meet the needs of modern times, but also be forward-looking.

Then with this demand, we will judge whether its business model meets this demand, that is to say, before we make building products now, we must make the future business combination first, just to meet this consumer demand. What is a business combination?

That's what I just said, like who is the main force? Who are the small and medium-sized shops? So what kind of catering combination is catering? Are there any entertainment activities? How did entertainment come in? These are different commercial projects and different combinations to meet the local consumption demand we just mentioned.

So these two points actually mean that when we want to do business design in a city, we must make a judgment on this specific city and specific project. The ultimate means of realization, if the previous problems are clear, it is only a matter of means of realization. The architect will follow the rules of this commercial building.

To illustrate our point above, there are some examples. This is a typical commercial space or several types of shopping centers in Europe and America. In fact, if we look at these types now, because our country's economic development level and consumption level are inconsistent and are at different stages.

In fact, there are still many types of commercial space designs that we are doing now that have not reached the level we can do now. Now this type of business has started in Beijing and Shanghai, which means that we are gradually approaching the current lifestyle in Europe and America. The type of shopping center or commercial space that meets the quality of this lifestyle.

The latter table, because there is no time to turn it over, actually has a definition of each kind of commercial space, including its area, specifications, and the combination of this head office and small shops. It is subdivided into different shopping centers or commercial spaces for different consumers.

Create a specific business space for your specific market. If we choose this commercial project as commercial space, what kind of commercial space should we do? Let's position the business first. Don't expect my commercial facilities to meet everyone's needs. In fact, you have met everyone's needs, which is failure. The more successful thing is the result of your initial market research. You finally decide to combine this building product with business to meet a kind of people whose life cycle will be very long. If you intend to satisfy everyone, the life cycle of this business is very short.

Actually, let's just give an example. For example, only a dozen retail enterprises in Europe, America and the world's top 500 have actually entered China. So in fact, a large number of shops have not entered. In fact, we don't mean that we must let them in, but we can see them. Their top 500 retail enterprises, what is the concept of top 500?

In other words, it must reach a certain scale, and chain brands have developed. Top 500 means there are many major business forms. The electrical appliances mentioned just now can have more than a dozen forms, not homogeneous, but different. Home stores may also have twenty or thirty different home modes. The richness of this commercial product is to subdivide the needs of consumers, and then make different shop forms, which are fundamentally different from the needs of consumers. This different shop form reflects our architecture, which is such a relationship. It's a pity now, in fact, our merchants didn't put more eyes and thoughts on it. We found that this led to our commercial real estate, which is also very difficult to do. In this way, the final planning and design of commercial real estate are homogeneous.

Finally, we can only use architecture and environment to make up for this homogenization. In fact, everyone does business space, and the things inside may be the same. Unlike North America and Europe, there are different shops to choose from. Because this combination of shops defines this commercial space more clearly, what kind of consumer demand it meets, this chain and this industrial chain have not been formed.

Finally, we are all homogenized. So what we're talking about is actually this, that is to say, based on the complicated situation in China, this stage of economic development is a leap-forward stage, and we may have to go through the commercial development stage of others for ten years in two years. Then when we want to do projects and commercial real estate projects, we should have a practical analysis, that is, how to deal with it now and how to deal with it in view of the current market. Because of our real estate project, I want a long-term return. Then we should consider that it will not be out of date after several years, and this business positioning is very important.

This can give an example that everyone is more cordial. This is an example of Qingdao, which is the commercial street on Zhongshan Road, because as we all know, this is a century-old commercial street. Mainly German architecture. Then in the past two or three years, the Qingdao Municipal Government or Shinan District Government has been trying to find ways to rectify this street.

Because this street has completely declined now, the whole business situation and the environment of the block are very poor. Therefore, there should be about three or four rounds of architectural design and transformation programs now, but no ideal reform program can come out. This is our idea, that is to say, we will not engage in construction as soon as we come up. How to build it? Depends on the overall orientation of the street.

How did this positioning come from? That is actually our understanding of Qingdao's businesses, Qingdao's business situation, including the business situation of this street, and consumers. We will do it again. Do business positioning first, and then do this. With a clear business orientation, the building was naturally built.

This is the design principle we put forward at that time, that is to say, what do consumers in Qingdao need? What are your expectations for this street? Then we investigated the current passenger flow in the commercial street, mainly local consumers. Interestingly, local consumers should account for more than 40%, and foreign consumers account for more than 50%.

In the commercial streets of the whole country, foreign consumers should be a minority, such as Wangfujing in Beijing, where there are more than 40 foreign consumers and more than 50 local consumers. Here, foreign consumers are the main ones, supplemented by local consumers. The historical survey of previous years should include seven or eight years ago, which is not a proportion. The proportion of Zhongshan Road is mainly local consumers, which means that this commercial street has lost its charm to local consumers now.

At the same time, we think that is to say, then you must meet the needs of modern business. Now we are going to see Qingdao. The commercial composition of Zhongshan Road can no longer meet the needs of modern people's living and consumption. If it is not satisfied, it is naturally impossible to have good sales. Your sales can't go up, businesses can't get normal profit returns, and the whole neighborhood environment can only get worse and worse. All the good shops have withdrawn, leaving only the bad shops, which can only be a vicious circle, including the worsening neighborhood environment.

We think it is still necessary to find the demand of local consumers in Qingdao for this street. And what do you feel about the environment of this street without looking at the business needs and the consumption patterns of modern people? We have to analyze thoroughly, and of course we won't show many analysis processes. Finally, we have to come out, that is, local or foreign consumers in Qingdao come to this street. What do they want?

In fact, the century-old street is indeed a scenic spot, with a large number of excellent historical buildings. But that's not enough. To have a modern commercial scenic spot, there should be such an environment that adapts to modern business, including architecture and architectural space. In other words, the whole environmental design of commercial replacement and architecture should also reflect the pursuit of modern people's lifestyle, because we have also done this survey, that is, if we make this street an old historical building. Then the answers and statistical results given by consumers think that there may be many places in Qingdao that can reflect the architectural environment atmosphere of Qingdao, a European-style historical building, and there are many places. It doesn't have to be on this street. It is not enough to regard this century-old street as a European-style building as the selling point of this street. Then we must have the aesthetic concept of modern people and this kind of commercial building suitable for modern commercial operation.

We put forward the view that the renovation of this street should be based on creative restoration. In other words, historical buildings should not be moved or destroyed, because the original plan included tearing down many historical buildings, making that fake German-style building, and then simulating a commercial operation. Therefore, we also think that it is reasonable that the construction plan can't be decided for a long time, that is, you don't have the analysis and judgment of the early market. What we put forward is to boldly preserve the original street, that is, not to destroy the theme structure of this original building, especially to maintain the style of the original historical building.