How Can A Retail Store Play Experience?

On August, Mr. Wang Yueqing, director general of investment and Development Department of Shanghai K11 shopping Art Center, said in a speech: in Shanghai, K11 shopping center was officially opened in June last year. Now more than a year, there is an art museum on our B3 floor. We have held 15 art exhibitions. At the same time, we have art talks, and we have held 112. During Monet's exhibition, we also have a series of lectures for children. Nearly 300 children took part in our art activities, all of which are free.

Wang Yue's Monet exhibition in Qingkou was a very important event after the founding of K11. The K11 shopping Art Center, which belongs to the Hongkong new world group, was renovated and opened in June 2013. Its background is the rich three generation trader. It is known as the work of Zheng Zhigang, the founder of the Hongkong rich Zheng Yutong's grandson, and the executive director of the new world group, Zheng Zhigang. The Monet art exhibition, which was launched in March 8th, has been on fire for three months. The number of people attending the exhibition has exceeded 300 thousand times, with a maximum of 6000 people per day. In the media record, on the last day of the June 15th impressionist Monet exhibition, a large number of "cattle" were gathered in the two floors of K11, which sold tickets at a high price, while the long march of the Monet gate at the three floor of the ground had already been lined up for tens of meters.

According to Zheng Zhigang, this is a presentation of MuseumRetail in his mind: "some famous museums in the world also involve retail, which is a problem perspective. It depends on how you look at it. You must take it for granted. Department store Then I can't affect you. "

And Wang Yueqing's expression is more straightforward: "it is to train people's artistic ideas or artistic accomplishment, in the process of training them, in some ways, you are also nurturing your potential consumers."

Zheng Zhigang's expression to the outside world is tall on the whole. Museum retailing is a reference for him. What is more common in the media is that Zheng Zhigang didn't regard K11 shopping center as a shopping mall but a modern urban Museum.

such Location In Hong Kong The first K11 has already been fully demonstrated. In Hongkong's K 11, there are 13 sets of artworks worth HK $20 million for a long time. There are 18 new local art windows on each floor. The sales of Hongkong K11 doubled in the first three years, and now it still maintains a growth rate of over 20%. The monthly traffic volume is more than 1 million passengers. At present, it has 28 thousand VIP stores and more than 10000 Art Alliance members, which is significantly higher than the average retail level in Hongkong.

As the first K11 in mainland China, it took advantage of previous experience in Hongkong to transform a new world shopping mall with an area of less than 40 thousand square meters into a shopping center with unique culture in Shanghai. In a short span of a year, K11 ranked the top of the list in terms of popularity and word of mouth evaluation on the list of Shanghai's comprehensive shopping malls of the public comment network.

But this is not a triumph of artistic temperament, or just a coat for K11 to confuse the outside world. Before and after the birth of K11, a large number of stores selling art routes and customer experience cards in China are not very few. Just this summer vacation, the shopping malls are full of colorful art exhibitions. Rui's department store's "fun reading stereoscopic book", the crayons of Jingan Kerry Center. The price of tickets is high and there are many spectators. But they did not change the decline of their retail stores. Beijing's overseas Chinese shopping center, which is also the selling point of the art theme, has been built for eight years. It has been everywhere in the shopping mall, but has never been so popular as "little brother" K11. Why?

According to some theorists, the difference between the temperament of the two is that the grasslands are more important than the works of famous masters, while K11 focuses on contemporary artists, including grass roots. But in essence, the success of K11 is more important than the taste of the public, rather than a museum on the high side.

Otherwise, it is too elegant to cause the door to be snubbed, and how to make money.