If there are mountains, people and friends here, a "self-help defense war" will be fought on the roof.

How long have you not played? How long has it been since you went to the top floor of the mall?

You may think that the top floor of the shopping mall is just a restaurant or cinema, but now there are "temples", art galleries, installation art, ferris wheel, hanging gardens, flying runways and so on. They all appeared on the top floor, and some people even moved the mountain into the shopping mall. The roof is the top of the mountain, and the city is small at a glance.

When Xiaoke from Beijing travels to Nanjing, his first destination is not Sun Yat-sen Mausoleum and Confucius Temple, but Deji Shopping Mall, because the exhibition "Map of Jinling" at the Deji Art Museum on the top floor is the hottest punching place at present.

Deji Art Museum on the top floor of Nanjing Deji Shopping Center.

When I got out of the subway station, I took the elevator from the first floor, passing by the online celebrities' food, beauty, luxury goods on the first and second floors, sports brands on the fifth floor, and some snacks and tea shops lying in the corner.

It has already cost 7788 to come to the digital version of "Jinling Map" exhibition area on the top floor.

The art exhibition on the top floor of the mall is not new, but it is getting worse.

Shanghai k 1 1 20 14 years, with the "Monet Exhibition of Impressionist Masters", there was an upsurge of queuing in shopping malls. Now Fangcaodi in Beijing, Deji in Nanjing, IFS…… in Chengdu ..............................................................................................................................................................

Art exhibition is only one aspect. The "Mountain Tour" in Changchun, Joy City in Shanghai and IFS in Chengdu are all on the top floor of the overweight shopping mall, hoping to lead young people to the shopping mall and pull them to the top floor with various experiences and IP effects.

First, the "shower effect" under the market crisis

Shopping malls are trying so hard to pursue the so-called "shower effect".

"Shower effect" refers to guiding customers on the top floor of commercial buildings to spend money on lower floors. People will have purchasing power on the lower floors of the building after all kinds of artistic activities and leisure activities on the top floor or the top floor.

It can be seen that the use of each floor of the mall is not consistent.

B 1 floor is the "popular magnet" with the largest passenger flow in shopping malls. It is quite cost-effective for online brands or new brands starting from scratch to choose floor B 1. This routine is quite useful for curious young people.

The update iteration is the fastest, with the most products among network celebrities and the lowest customer unit price.

F 1 and F2 floors are rows of shopping malls, usually where mature brands such as luxury goods, jewelry and beauty products gather.

Compared with catering and clothing brands, their passenger flow is relatively small, which not only avoids the crowding of customers after entering the mall, but also grasps the elastic demand psychology of "can buy or not". After all, most customers will pass through low floors.

Further up are restaurants, video games, cinemas and art galleries, which belong to purposeful consumption. Even if it is placed on a higher floor, it has little impact on the passenger flow and can balance the flow of people in the mall. Moreover, the higher the floor, the lower the rent, which can also reduce the rent pressure of the brand.

If the brand life cycle is applied, B 1 layer corresponds to the emergence of the brand, F 1 and F2 are the growth and peak of the brand, and the top layer is the end and grave of the brand life.

But the mall has not had a good time in recent years.

The rapid development of e-commerce continues to squeeze off-line commerce, and young people have two contradictory attitudes towards shopping malls, one is to ignore and the other is to flatter; Abandon the war.

I bought clothes and moved to the internet, ate hot pot and did manicure. All the functions of the mall were eliminated by e-commerce, leaving only a row of empty shelves.

In 2020, "Win Business Cloud Think Tank" took 1080 shopping malls with an area of over 50,000 square meters in 2 1 cities nationwide as the research object, and found from the dimensions of the number, proportion and distribution of brand switch stores in various formats:

In 2020, all kinds of switch shops are shrinking, with nearly 78,000 closed stores and more than 6 1000 opened stores, with an overall switch shop ratio of 0.78.

It can be said that the shopping mall is empty, holding a mobile phone and smiling.

Beijing Chaoyang Indigo is a cooperative project between Swire Land and Ocean Land. Although it is outside the Fifth Ring Road, it is a typical community shopping center with a good reputation.

But INDIGO's appeal to young customers is fading.

Let's look at the top layer of indigo. Oriental (Catering), Theory (Clothing), Hertz (Company), Soy Shang Jie (Company) ... All kinds of nameless brands and companies are mixed together, and the composition is quite complicated.

If F 1 is the bright side of the shopping mall, then the loneliness of the roof is the background color.

"I'm curious, will anyone really buy things here?"

Being ignored is more deadly than bad reviews from customers. No one will care about the top floor of a shopping mall. There is an unmanned grocery store called "movie store". In four years, only two comments separated by more than one year were obtained in the public comments.

The top layer of indigo

E-commerce is an all-round break and reorganization of commercial entities, which not only brings great changes in lifestyle and business model brought by new technologies, but also brings corresponding changes in aesthetic taste.

With the unprecedented convenience of consumption, young people are full of unprecedented enthusiasm for exploring all new offline business spaces that can provide completely different experiences.

The traditional business model of dividing the market by age, gender and price has been broken and rebuilt, and changed according to the aesthetic taste of a new generation of consumers. At the same time, it is ignored in the top of the shopping mall, and another kind of flattery is born.

Their curiosity and desire to explore are innate. The emergence of new brands or new formats will often spread the sound volume among young people through social media, thus maximizing the sound volume in this era of scarce attention.

It is also the data of "Win Business Cloud Think Tank". Compared with the "terrible situation" in 2020, in 202 1 year, the proportion of 1 kloc-0/stores opened and closed in 24 cities across the country rebounded, rising from 0.78 in 2020 to 202 11.

In 202 1 year, 10 1 1 shopping malls, there were more than 50,000 newly opened stores, corresponding to about 47,000 newly closed stores.

Among them, the annual opening and closing ratio of culture, sports and entertainment is 1.45, and the overall opening and closing ratio of life service is 1.5, which has become the new favorite of investment promotion. Clothing once again plays a role of "dragging its feet", and the overall opening ratio is 0.94, which is lower than the overall level of retail format 1.03.

The development of various formats in emerging business districts is improving, which provides a good living soil for formats with weak leasing power such as cultural and sports entertainment and life service. The new format does not play cards according to common sense, breaks through traditional stereotypes, produces new content, reconstructs experience and becomes a new species.

Usually, the rent on the top floor of the mall is the cheapest and the passenger flow is small.

But from another perspective, what attracts customers to patronize the whole shopping mall is the link from low to high.

Second, the top floor after transformation

In the commercial real estate circle, "youthfulness" is the first "business correctness".

"202 1 insight report of new youth" shows that generation z, which pays attention to experience, attaches importance to offline experience and pursues "immersion" and "* * * emotion" entertainment experiences, such as movies, exhibitions, performances, escape from the secret room, script killing and so on. ......

Today's shopping malls no longer use the action of "buying" as a means of making a deal, but add more entertainment, culture and art space, such as an immersive experience field. "If the wallet is cold, it will lose."

Tile roof.

Collage, mashup, grafting, montage, shopping malls and brands under the new consumption wave have made a gesture that all elements are bound to be sucked into their stomachs.

The story of human migration to Mars covers all the spaces in the shopping mall. The top floor cooperated with the joint visual artists to present the exhibition, and the completion of the scene construction and audience experience was amazing.

Beijing Overseas Chinese Welfare Grassland

Shanghai Changfeng Joy City, which opened on 20 18, is located at the intersection of Daduhe Road and Yunling East Road in Putuo District, but it also faced great competitive pressure at the beginning of its opening.

Shanghai's commercial real estate participation is extremely high, and the number and quality of shopping malls and even the diversity of types are the first in the country.

According to the statistics of Chinese businessmen, there are more than 500 shopping malls and commercial blocks in Shanghai. At the same time, the level of commercial development in various districts of Shanghai is unbalanced, with Jing 'an, Huangpu and Pudong occupying the top three.

What helps Putuo Changfeng Joy City stand out is the sky park built on the top floor.

Gordon Park in Changfeng Joy City "freely" combines sports, fitness, socialization, entertainment and shopping.

Looking down from the air, the most striking thing is the pink volley runway and starry runway around Gordon Park, which has become a punching place for many young people.

Shanghai Changfeng Joy City

The chicken thief in Gordon Park hit the AB face of the city beauty to satisfy the mashup. "This is a place where your baby can sneak in wearing high heels." By the way, I slipped my baby to the roof when I was shopping.

In 2020, Putuo Changfeng Joy City entered the top 40 of the newly-opened shopping center TOP 100, and Joy City Real Estate 202/KLOC-0 achieved an operating income of 4.672 billion yuan in the first half of the year, a year-on-year increase of 32.5%.

On the top floor of the shopping mall, Chengdu International Financial Center IFS took the lead in mixing formats to the extreme.

It can be said that the "climbing panda" hanging on the top floor of IFS has deeply penetrated into the corner of IFS, even the DNA of Chengdu hipsters.

Chengdu IFS

Chengdu hipsters meet and say "wait under the panda's ass", and each knows what the other is saying. The reorganization mode of business+art is the traffic password under the new consumption era and visual economy.

After IFS Panda, all kinds of dolls, clothes, mascots and Santa Claus are toddlers, hanging on the top floor of shopping malls in all directions.

Changsha IFS

The key change of IFS to traditional shopping centers lies in the combination of cultural and artistic activities and commerce. Fashion pop-up shop, art exhibition and theme activities are all crowded into the top floor of IFS.

Traditional shopping malls have become a complex shopping mall for Z generation and new middle class consumers.

Last year, new consumption was cold, but with the blessing of art, IFS can attract people to visit the roof in a short time. According to statistics, most people will choose to visit the shopping mall from top to bottom after visiting the artistic installations on the roof.

In the first half of 20021,driven by the IFS product line project, Wharf's income from mainland investment properties increased by 45% to HK$ 2.677 billion, and its operating profit increased by 50% to HK$/kloc-0.78 billion.

Chengdu IFS has outstanding performance, with occupancy rate exceeding 95%, revenue and operating profit increasing by 45% and 54% respectively.

Get out of the trap of intercropping.

Starbucks takes the road of non-chain standardized replication.

In order to create the so-called "third space" and cater to the cultures of different regions, it seems to suit local conditions. Starbucks stores have produced four different styles, namely tradition, industry, region and concept.

Now on social media, punching Starbucks coffee seems a bit corny, but Starbucks stores are still "hot spots". This idea of "one store, one design" is also applicable to the roof of a shopping mall.

In Jing 'an Joy City, 9 kilometers away from Putuo Changfeng Joy City, there is a Sky Ring Ferris wheel on the roof.

Shanghai Jing 'an Joy City

This is the first Ferris wheel with a cantilevered roof in China, which is called "the love landmark of Magic Capital". Jing 'an Joy City is close to Huangpu River and Suzhou River, and the whole Ferris wheel has become a veritable "eye-catching" and "gold-attracting".

In addition to having a view overlooking the river view, Tianhuan is also particularly good at cross-border cooperation with various brands to strongly drive passenger flow.

Different from the standardized and rigid traditional shopping malls, thinking about how to differentiate marketing with brands, create hot topics and attract consumers is the core of the way of "living on the roof".

Nowadays, shopping malls in many cities have also built ferris wheels on the roof, but in contrast, a large number of ferris wheels have been built, and the recognition is very low.

Every region has different aesthetic styles. Only by combining the unique design theme with local culture and making it a new landmark of city symbol and aesthetics can the shopping center be in a dynamic evolution forever.

It is precisely by breaking through the pattern of interplanting design that consumers will always have expectations and surprises for shopping malls like opening a blind box.

There is a third space on the top of the mall.

American sociologist Ray oldenburg put forward the concept of "the third space", which was interpreted by Starbucks as the most successful commercial space concept in history.

This is a public space different from the "first space" for family living and the "second space" for workplace. In addition to the well-known cafes, there are also public places such as city bars, museums, libraries and parks.

In fact, after breaking through the single buying and selling function, shopping malls trying to rise in the new consumption wave are also trying to create a "third space" to attract target consumers to stay more, belong more and become their gathering point.

Shanghai Qiantan Taikooli

A new version of "Hanging Garden"+"Business Life Circle" tailored for Shanghai in Taikooli, Qiantan, Shanghai.

For the flash exhibitions of super luxury brands such as Chanel, Dior and LV, online celebrity store BoboLEE built a "sky garden" on the roof, and the attic bookstore introduced natural light on the roof, using indoor light to create a sunny and natural reading space.

There are mountains in Changchun, which put mountains in glass boxes.

In a space of about 70,000 square meters, two different architectural forms and styles, hillside and cave, are adopted, and the hierarchy from street to courtyard is distinct, creating a modern hilly scenic town with a sense of the times.

Many people have had the idea of staying away from the boring, trivial and high-rise city life and enjoying nature and pleasure in Poetry and Distance. There are mountains here tells a story of "you don't have to leave the city, here is the distance".

There are mountains in Changchun.

Customers climb mountains and shop at the same time to get a complete short-distance travel experience; At the same time, passenger flow can also reach every brand store, which has a higher spread rate.

On the top floor of the shopping center, or "the top of the mountain", a white and holy Buddha statue was built. The artistic sculpture of the toad seeker further enhanced the atmosphere of the mountain.

Interestingly, tourists will spontaneously throw coins at the Buddha statue, so "There is a mountain here" built a machine that can pay coins online, with an average of 4,000-5,000 yuan per day.

People who come here find the Zen of distant mountains in the bustling city.

In addition to mountains and scenery, the content of "There are mountains here" is also quite ingenious. For example, there are many novel brand formats, such as glass studio, mountain gambling stone, banana male oil head, craftsman motorcycle production and so on. And the hotel accommodation provided by the inn mountain residence, and the occupancy rate is not bad.

Judging from the report card of 90% merchants paying commission rent, people are willing to pay for such a "third space".

Paradox between "New Means" and "Old Purpose"

"If you want to improve consumers' spending power, you can't let them rest. They need to constantly accept new temptations and continue to be in an endless excitement. "

On the one hand, it provides a "means" for people to rush back to offline shopping malls. On the other hand, it also points out the difficulty of this road. Consumers who accept new temptations can be excited about exploration, but they may not necessarily become consumers and make money in shopping malls.

Wenheyou under layoffs is an example of the continuation of the paradox between "new means" and "old purpose" in shopping malls.

Changsha Super Wenheyou

Although Super Wenheyou has transformed a simple restaurant into a food market space that integrates cultural experience and numerous snacks, the innovative and unusual dining atmosphere has gained huge traffic.

But in fact, it is more like an old commercial real estate, but the clothes inside are replaced with snacks. No wonder the outside world thinks that Super Wenheyou is a big shopping mall-style food city.

Super Wenheyou, who expanded to taikoo hui in Guangzhou and the East Gate of Luohu in Shenzhen, met with acclimatization.

Although the opening ceremony ushered in a huge flow effect and refreshed the number of people in the queue, it was soon accompanied by voices such as "ordinary food", "insincere decoration" and "not representative of the original culture", the passenger flow decreased, the transaction volume was not good, and some businesses withdrew.

In addition, it is not easy for shopping centers to learn the "means" of traffic attraction, which requires huge capital investment in the early stage, which is a challenge to the traditional asset-oriented model of commercial real estate.

Wanda Commercial and Capital Real Estate (commercial real estate owned by Beijing Bang Li Xifan) had to withdraw from the market after the long-term low price of Hong Kong stocks, which was related to the fact that the Hong Kong stock market was not optimistic about the asset-oriented model.

Here, we can't help but ask, in the wave of new consumption, what makes the model of Wenheyou and Shopping Mall Top Floor +XXX invalid or on the verge of failure? Although the form of our shopping mall has changed several times before this.

The top floor of the above-mentioned shopping mall is undoubtedly only a means rather than an end. The real purpose of its existence is not to let us wander within itself, but to urge people to move in the vertical direction of space. The floating landscape on the top floor of the shopping center tempts us.

So you need to jump repeatedly in the mall, and then you can realize the real purpose of the mall. Through the desire to further experience the shopping mall landscape, I can extend the roaming path and increase the possibility of my consumption.

When the practicality of the essence of space is castrated, it is only used as a tool of exchange, so a degeneration process from purpose to means is realized.

Customers want to experience the market culture of Changsha in the 1980s, but the fake walls and buildings on both sides are enough. Some signboards are electronic screens, which realize the nondescript combination of market flavor and scientific sense.

Marketing guru theodore levitt once said, "People don't buy goods, but their expectations." If expectations turn into disappointment, the dream created by Wenheyou with marketing may not last long.

When we feel space, space is a purpose.

When we punch in, take photos, retouch pictures, and then send a circle of friends to let it flow into the information space, it becomes a means again.

Shopping malls are tools for collecting and realizing resources. Different from public buildings such as museums and art galleries, access to shopping malls is free, but the service of shopping malls is charged, and the former may set a threshold for realization at the boundary of space.

When the production of space is increasingly not for pure use, but for further participation in social reproduction, the investment will be rewarded and will continue until it can no longer be used, and then it will be renovated or directly overthrown.

The use of destination space often comes at a price (your curiosity may also be a price). So is the material space, and so is the information space.

So we'd better realize this at once.

In any case, shopping malls will not disappear, only outdated business forms will disappear, and disappearance will bring innovation.

/kloc-what will happen to the top floor of the mall in 0/0 years?