In addition to the Aquarium and Ferris wheel, there are 7 major new directions in the shopping mall entertainment industry differentiation innovation.

The current development of entertainment in shopping malls coincides with the homogeneity of urban shopping malls. How do we judge the development trend of the entertainment industry, how to accurately grasp the entertainment needs and characteristics of consumer groups, and how to carry out the theme of shopping mall entertainment functions? Differentiation innovations in format and space?

First, the development trend of shopping mall entertainment

Cross-border entertainment is a common feature of business trends. The development of shopping mall entertainment development must return to its spatial entertainment construction and its carrying entertainment functions, format, theme itself.

The entertainment industry has become the core

One of the three worlds has one

The assertion that “the shopping center is eating out” is still in the ears, and “the shopping center is playing out” will pop out. It is true that the great people of the special era, “The people use food as the heaven” and the current social reality and nationality of “over-entertainment,” are normal to eat and play.

Returning to the business itself, the entertainment industry has already formed a three-point relationship with retail and catering. Shopping centers are paying more and more attention to the high viscosity, high interest, and crowding effects of the entertainment industry on the customer base, thereby strengthening its theme features. And to achieve market competition and vitality.

In recent years, the entertainment industry has gradually become the dominant mode of shopping center positioning, such as the interaction between the Grand Canal Shoppes and the casinos in the Venetian Macao, and the emergence of theaters, eSports, secret rooms, ice rinks, and playgrounds in many domestic shopping centers.

Light gambling and sports are two important aspects of entertainment

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Shopping mall entertainment is the result of market development and selection. From the initial relatively single cinema, video game, KTV and children's playgrounds, to high-tech, health, ecology, and humanities, the entertainment industry is diverse and entertaining. Fields, children's playgrounds, bungee jumps, underwater worlds, etc. have all entered the shopping center and become business functions that basically cover all ages.

Large-scale entertainment and entertainment

Being favored by large, especially suburban shopping malls

Recently, Wanda announced that it will invest Euro 3 billion in investing in a large-scale cultural tourism business complex in Paris. Domestic cultural and tourism projects are in full swing. The combination of large-scale entertainment projects and shopping centers is an inevitable choice for the market. Large-scale entertainment and entertainment will be favored by shopping malls, especially suburban shopping malls.

Located in Pukou, Nanjing, Hongyang Plaza has a total construction area of ​​550,000 square meters and is the largest shopping center project in East China. It is 116 meters east of Ferris wheel in East China and the longest indoor motor coaster in the world. Chairs and other more than 20 projects before the world's advanced amusement facilities, is a typical entertainment industry, large-scale, recreational shopping mall projects. ▼

Chengdu, a southwestern city in China, is home to the world’s first architecturally unique, grandest shopping mall, the New Century Global Center, which directly moves sunlight, sand, and waves into the interior to form a “Paradise Island Paradise” of 250,000 square meters. "The combination of large-scale amusement functions and shopping malls is the best. ▼

In the same way, the shopping malls in foreign shopping malls also have the characteristics of large-scale entertainment.

Canada's West Edmonton Mall is North America's largest shopping mall. Opened in 1981, it is the most complete shopping mall in North America. The 5 core core business forms lay a solid position for the supremacy of its shopping mall entertainment industry. â–¼

As an Asian country in Japan, while its entertainment industry is growing in size, it is paying more attention to the care and cultivation of the heart. It is large and not extensive, and large and elegant ironing. It is a model for the learning of domestic shopping centers.

Lala Baodu Expo City was built by Mitsui Real Estate, Japan’s largest real estate conglomerate, and it is Japan’s largest entertainment shopping mall. Its theme is “Play, Learn, Discover” to provide an all-weather entertainment experience for all people. Its 8 venues have the perfect combination of technology and experience, and they include entertainment, technology, nature, and children. ▼

Judging from the current large-scale entertainment combined with domestic shopping malls, the large-scale and amusement projects mainly focus on such functions as aquariums, ski halls, Ferris wheels, indoor roller coasters, large-scale combined gaming, and amusement parks.

“2016 will be the next first year of VR market in virtual reality”. With the VR concept inception at the beginning of the year, the virtual experience of smart reality has been quietly deployed in shopping malls, and various entertainment experiences based on VR technology have been explored. Mars, shooting zombies, paintings by Van Gogh, and underwater adventures have made their way into the room. They have greatly subverted traditional theaters and e-sports. Obviously, there are plenty of entertainment-oriented formats that rely on high technology. ▼

Compared with ordinary entertainment functions, the miniaturized and lightweight entertainment industry will be integrated with cutting-edge technology, sports, and arts and humanities, and will be more integrated into shopping centers, especially for cities that are becoming more and more homogenized. Shopping malls, with their diverse entertainment formats, will become an important role in creating unique experiences, creating theme spaces, and strengthening the arts and culture.

The entertainment industry is increasingly focusing on the spiritual level needs of urban residents. For this reason, in addition to providing basic participation games and interactive experience functions, the crossover and scene of entertainment formats combined with their own entertainment functions can satisfy the physiological and psychological needs of consumer groups. Demand and shopping center specialization thematic needs;

Taiwan's largest sports casual brand "Daluge bowling hall" settled in Chengdu IFS to create a stylish American sports bar. It integrates leisure and entertainment with bowling, darts, billiards and other sports and bars, providing fashionable white-collar people, recreation, and sports communication. , blending activities of fashion American style. â–¼

Shenyang Longmeng Shopping Center has a total building area of ​​327,000 square meters, a single floor area of ​​30,000 square meters, and eight floors above the ground. There are 11 main leisure and entertainment stores, distributed on F3/5/6/7/8 floors, totaling 61,000. M2, the area accounted for more than 18%. The integration advantages of the entertainment industry make Longmeng Shopping Center have a benchmarking influence and unique competitiveness. ▼

Second, the entertainment needs and characteristics of urban shopping malls

The reason why the urban-type shopping center's entertainment has been the focus of analysis is that, on the one hand, there are many restrictions on urban shopping malls, and there is no more space to carry more entertainment functions; on the one hand, urban shopping centers are new and The core type of future transformation is also the most severely homogenized disaster area. The choice of entertainment in urban shopping centers emphasizes the creation of the themes, features, and space atmosphere that are based on the needs of the urban population in order to break the homogenization barrier.

The urban population, especially those with strong spending power and willingness to consume, have significant symptoms of modern urban life: high pressure, sub-health, fast-paced life, irregular life, strong psychological comfort, and appropriate and reasonable entertainment formats. It has a certain effect on relieving psychological pressure, venting emotions, relaxing body and mind, reshaping oneself, and the demand for groups is obvious. â–¼

The differentiation of the community and the rise of personalization and interest-based consumption correspond to the rich supply of entertainment market categories, the emergence of innovative industries, the prosperous nature of the basic industry, and the variety of combination techniques, giving urban malls a large space for maneuverability. The long entertainment entertainment spending, symbiotic consumption, and the number of participants, and strong sense of experience, combined with more formats, provide the core business concept and crowd effect for the theme and diversification of future urban shopping malls.

Major shopping malls have tried to combine multiple elements of entertainment to create a unique project with the intention of rushing out of the homogenization trap. â–¼

Miniaturization, lightweighting and cutting-edge technology

Is a weapon

Unlike entertainment projects, entertainment in urban shopping malls should be miniaturized and lightened, and more integrated with cutting-edge technologies such as VR/AR, quadratic yuan, and intelligent.

The Big E theme entertainment center combines gymnasium, bar, and game room with three elements to bring a new cross-border experience of entertainment culture and become an entertainment-type relaxation agent for emotional relaxation. Immerse yourself in the luminous laser live CS, luminous golf, cool dynamic KTV, 21 games cool laser, real bullet sound, etc., tired of playing can also find a table to rest, look for modern neon lights and post-modern decoration The pleasure and tension of the cultural collision, and the combination of entertainment styles of He Qile. â–¼

Typical case analysis: JoyPolis

JoyPolis is a large electric playground built by Japan's Sega SEGA. Its entertainment portfolio is typical of urban shopping mall entertainment solutions.

Product line features

SEGA's JoyPolis series is a large-scale indoor electric playground, and its large-scale amusement facilities are all known as thrill-ridden player-level PULO video games;

"DigitaReal" with "Digital" and "Real". Take SEGA's latest technology to the fullest in entertainment and give guests an unprecedented experience that meets your need for new and exciting sensations.

Landing project

product description

The entire amusement park is beautiful, exquisite in detail, warm in service, and has a strong sense of substitution. It is full of joy, fun, adventure and safety. â–¼

There are a total of 21 games, which are mainly divided into the following categories: large-scale experiential entertainment projects, large-scale equipment, and a strong sense of real-life experience, queuing for 1-2 hours on weekends. â–¼

In the competitive entertainment project, Sega’s cartoon characters were added and the technology elements were introduced. Each round had the status and feelings of the competition. The waiter announced the ranking of the competition and the sense of participation of consumers was extremely strong. ▼

Puzzle casual games, relax and intersperse during the relaxation and comfort. â–¼

Digital interactive devices can be found everywhere, at rest, in corners, near large devices, and as a fun sketch. â–¼

Use the ultimate theme scene to create. â–¼

Third, how to find a different solution

Any format has its own limitations, and the entertainment industry will also fall into the trap of homogenization. It also needs to distinguish between functional organization, theme building, and business innovation to create differentiated market advantages. The “four modernizations” of urban shopping malls with the theme of experience, functional individuality, space entertainment, and diversified formats have put forward higher requirements for the differential resolution of entertainment formats.

With "scenario reengineering" as a means and "entertainment experience" as the core of the organization, "cross-border mix and match" is the innovative vitality of the entertainment industry, reshaping the entertainment needs of urban shopping malls, and being able to form differentiated solutions. .

Using "scenario reengineering" as a means

Whether it is Yue Yue of Chaoyang Joy City or “Ride of Goose” of Tianjin’s “Joy City”, or even NB’s “Qiao Fu Fang Grassland” of the humanities and arts theme shopping mall, its success factor The entrance is a unique and unparalleled "recreation of scenes." The organization of entertainment space and entertainment formats is no exception, and adaptation to local conditions or the implantation of scenes due to specific theme needs will inject the core elements of success into entertainment.

With "entertainment experience"

Core for functional organization

Here, it is different from the existing market, but an innovative business approach, built with the 'entertainment experience' as the core function, it is not limited to 'leisure entertainment format', but refers to the ability to bring urban consumers Come and relax, relax, enjoy and experience everything. â–¼

1 Through the creation of the public theme space and the details of the sketches, a place of “substitute sense” is formed, giving consumers a relaxed experience;

2 With "leisure and entertainment, enjoyment of service" as the core business, a place with great experience;

3 Through the creation of project theme image, service and on-site activities, the casino will be given a smart character to create a unique tone of the “entertainment experience”;

4 Build a strong promotional platform to shape their entertainment features.

"Transboundary Mashup"

Form the innovative vitality and lasting vitality of the entertainment industry

"No cross-border, no business," modern business is mixed, integrated, and entertainment is no exception, you need to find the direction of cross-border integration from other business models, with innovation and vitality to maintain its vitality. Especially in such an era of multiple interactions, it calls for more imagination and integration. â–¼

Cross-border art integrates humanities, cross-border technology integrates sports, and cross-border retail integration of food and beverages..... The entertainment industry is based on its business characteristics of always paying attention to cutting-edge technology, paying attention to unique experience, and paying attention to human-oriented care. Infinitely imagine and practice space.

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