K11 Art Shopping Center Business: Art Is Just A Philosophy Of Staying At Home.

According to K11 statistics, the daily turnover increased by 20% during the special exhibition period.

Zheng Zhigang is satisfied with this ambition, and flaunting the three "weapons" of art, humanity and nature, so that the opening of Shanghai K11 has reached 1 million passengers per month and the daily rent of 16 yuan per square meter.

In Zheng Zhigang's plan, Shanghai's K11 is only the first step. In 2018, it will invest 1 billion US dollars to build 19 K11 commercial projects and enter Beijing, Shanghai, Guangzhou, Wuhan, Tianjin, Shenyang, Guiyang and other cities to build more than 1 million 600 thousand square meters of shopping centers.

Is it feasible to create a new commercial empire by art? Let's take a look at the details of K11's artistic temperament.

More people put their attention on the layout of K11, hollow atrium, large vertical greening wall; nearly 300 square meters of indoor ecological interactive experience planting area, so that the urban farm became a popular parent-child paradise; 33 meters high flying underwater artificial waterfall waterfall, realistic water flow, bird calls and fresh fragrance, people seem to be in nature.

However, this is only the general direction of customer experience.

In the whole K 11, the details of the experience can be described as exquisite: the service desk can be kept free until 8:00 pm; equipped with fashion magazines, entertainment equipment, WiFi, for customers to relax; each tour guide office has a shopping guide to provide similar interpretation services.

Custom-made, such as the first floor of the international brand, you heard the classic music, on the floor of young people, may be cheerful pop music, it is said that the beat used 1/4 or 1/16, are Zheng Zhigang personally check...

All of this is in harmony with

With a faint vanilla flavor, it is alleged that K11 conducted a survey that women preferred this flavor and would stay in the mall longer.

The purpose of various details is to enable more customers to enjoy a variety of sensory experience and be more willing to stay in the K11 environment.

The core of the so-called Museum retailing is also the use of various means to enable customers to stay willingly.

Just like the key to the consumption of scenic spots, there is not enough space for tourists to loiter, and other consumption chains can not be launched. Once the tourists stop, the consumption items such as food, souvenirs and even accommodation will also have an opportunity.

In order to make the tempo of this kind of guest extreme, K11 is almost always new in places that can be thought of, such as a color parking lot.

In a discussion, a staff member of the Investment Promotion Department of K11 suggested why there are only black, white and grey colors in the parking lot. If the color changed to pink or pink blue will make parking a fun thing.

"The most schizophrenic and the most crazy people can create the latest things."

Zheng Zhigang is very satisfied with the creative ability of his team.

Thinking on the general goal.

"Some people will say too thin, but for me, this is the basic skill, the basic skills are not good, it can not go too far, retail is like this, so is life."

Zheng Zhigang's pursuit of details reflects exactly the fact that other retail entities store up the fact that all kinds of brands have been settled in the same homogenization competition.

All this is still for the general public to see, or the ideal consumer group in K11's mind is 25 to 45 years old, a relatively mature consumer group in shopping, these people are thinking of avant-garde, and like new things.

The details that K11 pays attention to is exactly what the potential consumers need.

K11 is not a museum from the beginning. It is essentially a shopping mall. Even Monet shows its income includes not only tickets, but nearly 800 kinds of derivatives, and almost all of the customers who go to Monet show will buy souvenirs from the Monet art shop next door.

"By mid April, tens of thousands have been sold."

Xie Dingwei, general manager of Tian Jie cultural communication company, who is responsible for the exhibition's public relations and operations, said.

"Art education is also lacking in China, especially the general public and the younger generation."

Zheng Zhigang said.

In fact, the cornerstone of K11 is to attract and retain customers with art, and give them a reason to consume, such as shopping tired.