Cultural Industry Comment: Cultural Commercial Street is the business card of a city，Contains huge business opportunities and development prospects。This article is based on Sanlitun village、Shanghai Xintiandi、Nanjing1912、World Trade Level、Blue Harbor、Chengdu Jinli、Tianjin Drum Tower Cultural Street、Nanluoguxiang、798 Art District、City Walk, USA、Tianjin Music Theme Commercial Street、Japan’s Akihabara Anime Commercial Street as an example，Comprehensive analysis of cultural commercial street development models and success factors。

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1. Sanlitun village

Sanlitun village is a collection of culture、Art、A new space integrating leisure and shopping

Artistic Architecture: The building itself is a work of art，Independent Brand Building，Use three-dimensional architecture to declare the brand image。

Irregular building、Colorful appearance，To the bold use of building materials，And relatively independent but interconnected multi-layer space design，Making the entire building itself a work of art (Trend: The development history of the world’s first-tier brand shopping terminals，Most of them have gone through the process of only focusing on the design in the store，The evolution process of attaching importance to the overall architectural art style)。

Business formats: Rich business formats，Southern District focuses on young and fashionable，The North District is positioned as a higher-end location，Mostly international first-line brands。

Southern District Business Type

Positioning: Southern District is more focused on young and fashionable, mid- to high-end.

Wide range: business involves fashion/accessories、Beauty、Home、Electronic products、Bookstore、Restaurant、Cinema and Arts and Culture，The business scope extends to the fields of home appliances and children's playgrounds，For example, WiseKids, a well-known large-scale children’s education brand in Hong Kong，will also become one of the features of Sanlitun Village，It is also the first store in Beijing。

North District business format: more high-end positioning，Aiming at international first-line brands；Brand flagship store decoration style is avant-garde、Fashion。

Brand—Featured Experience

Continuous creativity、Art、Display、Activities make Sanlitun Village a fashionable landmark in Beijing。

2. World Trade Level

World Trade Center is a new landmark of fashion tourism in Beijing

Positioning - Positioned as "combination of food、Entertainment、Space Art、Fashion information display window to satisfy your needs、Listen、Sniff、flavor、A leisure shopping place for a full sensory journey of touch”，It will provide fashionable retail formats and commercial service facilities for middle- and high-income white-collar workers in the CBD，Will set up a 6-star Night Club exotic theme restaurant、Home 188bet Online Sports Betting and Casino life、Spa、Food Court、Brand flagship store equals one。

The unique giant marquee in Beijing makes the World Trade Center a new landmark of fashion tourism。

Brand - World Trade Tianjie brings together fashionable brands from all over the world，Including many first stores and flagship stores in Beijing:

The first flagship store of Spanish fashion brand ZARA in Beijing;

Miss Sixty/Energy Beijing Flagship Store；

FUBU’s only store in Beijing;

Directly operated concept store Adidas Heritage；

The first store of French popular brand promod in Beijing;

SJSJ’s first store in Beijing;

American fashion brand GUESS Beijing flagship store;

American classic leisure brand GANT China flagship store;

The first store of French brand Lilith in Beijing;

The first Beijing store of Spanish shoe and leather goods brand Patricia；

The first Beijing store of German women’s clothing brand MARCCAIN；

The first store in China of GIOIA PAN, a Taiwanese high-end clothing customization brand；

Estee Lauder Group sets up MAC makeup store, etc.;

Unique jazz bar CJW;

Chater House, the first foreign language bookstore in Beijing；

The first store in China of Korean high-end supermarket and California Fitness Yao Ming Stadium；

Every store of Gold Bo-tree Bodhi Island Lifestyle SPA in Beijing；Song Music Kitchen’s first store in China, etc.。

3. Blue Harbor

Positioning: the first Lifestyle Shopping Center in China，Relying on the waterscape resources of Chaoyang Park，Create a new business model。

Blue Harbor is different from traditional business，It’s shopping、Entertainment、Casual、Travel，A one-stop experience and consumption place integrating culture。The biggest feature is the integration of rich business formats and top environmental resources，Using a completely open space to create a leisurely and relaxing shopping atmosphere for the elite groups in the city，It is a rare scenery in the urban cement forest。

Business format—SOLANA includes shopping、Casual、Culture、Entertainment and other types of businesses，Rich business content，Meet the consumption needs of all types of people。

8-shaped moving line: SOLANA Blue Harbor has a unique and ingenious 8-shaped moving line，Consumers walk along this moving line，You will not miss most of the shops in SOLANA Blue Harbor。

The entire building is composed of 19 2-3-story Mediterranean-style buildings in a ring，Has many international brand stores

Summary:

Required conditions: the area has a good commercial and consumption environment

Solana: Located in the CBD、The intersection of the three major business districts of Lufthansa and Lidu，Formed a strong international atmosphere；Surrounded by more than 20 of Beijing’s most high-end foreign-related apartments and noble communities，This area has developed into a gathering area with the most consuming population in Beijing；The high-income white-collar workers working in the surrounding foreign-related office buildings provide Solana with many high-quality talents、High-income consumers。

2. History + Business

1. Shanghai Xintiandi

A must-visit place for foreign tourists visiting Shanghai;

Exclusive place for white-collar workers in Shanghai to experience petty bourgeoisie life;

A base for exchanges and gatherings for foreigners living in Shanghai；

Shanghai Xintiandi is located in the "center of the center" of the city，About 600 meters away from the high-end consumer commercial area of ​​Huaihai Middle Road，covers an area of ​​520,000 square meters，Close to Huaihai Middle Road Business Circle，North to Taicang Road；West to 188bet Online Sports Betting and Casino Madang Road；South to Zizhong Road；23 original natural neighborhoods on Xizang South Road in the east；Original population 70,000。

Xintiandi is the first phase of Taipingqiao reconstruction plan

A Taipingqiao Artificial Lake Green Space，Occupy 4.40,000，Water surface area 1.20,000，Has become the city center landscape；

BXintiandi，An area of ​​30,000，Building area 60,000，fennan、北里；

C Cuihu Tiandi high-end residential community, with a total construction of 680,000 yuan;

D Enterprise World Grade A office building area, with a total construction area of ​​500,000;

E Ruian Group Headquarters Building, a landmark building in the region.

Development concept: change the original residential function，Give business value，Transform this old house that reflects the history and culture of Shanghai into an international-level restaurant、Shopping、Fashion for performing arts and other functions、Leisure, Culture and Entertainment Center。

Renovation method: Xintiandi development draws on foreign experience，Using retained building skin、Renovation of internal structure and functions、And introduce new life content，This approach is the first of its kind in Shanghai and even the country。

The exterior of the Shikumen complex retains the original brick walls、Roof tiles，The interior of each building reflects the atmosphere of modern leisure life。Walking around Xintiandi，It’s like going back in time，It’s like being in the second century of the twentieth century、Shanghai in the 1930s，But step inside each building，is very modern and fashionable；Outside the door is the charming Shikumen alley，The door is a completely modern lifestyle，One step away，It feels like a world away，It really feels like traveling through time and space！

Functional positioning: catering、Shopping、Entertainment and other functions in one。

Customer positioning: Shanghai’s petty bourgeoisie、Foreigners living in Shanghai and Chinese and foreign tourists arriving in Shanghai；Provide a kind of integrated shopping、Catering、Accommodation、Casual、A "one-stop" consumption place integrating entertainment and sightseeing。

Kitasato: about 3.50,000，Mainly retain the old Shikumen buildings，The interior is modernly decorated。

Nanli: mainly new buildings reflecting the characteristics of the times，Including a building with a total floor area of ​​2.5 square meters of shopping、Entertainment、Leisure Center，With a small number of Shikumen buildings。

The ratio of centralized commerce to street shops: 42% centralized commerce (5 floors) + 58% street shops (2-4 floors)，Nearly 40%:60% ratio。

Artistic business: innovative fashion activities，Bringing dynamic modern fashion style to Xintiandi，Making it a leader in modern trends。

Service: The consultation center provides free store cards of each tenant of Xintiandi and various information about Xintiandi、Publication，And Shanghai tourist transportation map, etc.。Browse Xintiandi and other related websites on your computer。Chinese-English bilingual service。

Successful factors in realizing the commercial functions of Shanghai Xintiandi

Site selection: central location in the core area of ​​the city、Municipal business district、Near the high-end business district，Surrounded by high-end residential support；

Differentiated positioning: Difference from nearby mature business districts、Function synthesis、Gathering Catering、Shopping、188bet app Entertainment and leisure、Culture in one；

The proportion of commercial formats: retail: catering: leisure entertainment and business services are 42%: 38%: 20% respectively；

Proportion of commercial forms: 42% centralized commercial + 58% shops。

Profit model: Adopt a rental-only-not-sale model，Separation of operators and managers (developer’s financial strength、Business management experience)；Strict selection of tenants，In existing tenant，85% are from countries and regions outside mainland China。

Summary: Beijing、What two Shanghai business masterpieces have in common in their success

The projects all capture the "popularity" that is in line with modern consumption、The core cultural elements of fashion，Meeting the needs of the market。

Shanghai Xintiandi: Architecture constructs Shanghai-style cultural characteristics；"Chen Yifei" who embodies fashion and represents fashion art in business operations、"Dong Mei" representing pop music fashion，Supplemented by Starbucks、Haagen-Dazs、Bar。

Sanlitun: ultra-modern architectural art

Constitute a strong contrast between the project and the history and culture of the city itself，To highlight the differentiation and uniqueness of the project。Do the opposite，Maximize the contrast and contrast between the project’s architectural style and urban culture

Make full use of the regional traditional consumption base，And through the creation of the project，Expand the influence to the whole city、Nationwide。

The project is unique in its planning and design，The sword goes to extremes，Building regional architectural benchmarks。

Shanghai Xintiandi: New wine in old bottles

Reflection of the developer’s financial strength and operational capabilities，It took more than four years to start operations and achieve full profitability；

Hong Kong’s successful investment experience and operational capabilities，Flagship store introducing many internationally renowned brands，And brands entering China or Beijing for the first time。

2, Nanjing 1912

Former Presidential Palace，Today’s urban living room，Mainly focus on the "Republic of China cultural brand"，A leisure and cultural shopping street with both cultural and historical heritage and modern fashion。

Location: Located at the intersection of Changjiang Road and Taiping North Road, Nanjing;

Scale: It consists of 17 Republic of China-style buildings and 4 street squares: "Republic", "Practice", "New Century" and "Pacific"，Total area of ​​more than 30,000 square meters；

Case name: determined from more than 600 proposals collected，1912 is the first year of the Republic of China；

Positioning: Nanjing 1912 is positioned as the "city living room"，Strive to become a white-collar worker、Petty bourgeoisie、Cultural crowd、Foreigners、Business guests、“Noble leisure business district” for tourists’ consumption。

The design style of Nanjing 1912 is consistent with the overall style of the presidential palace complex。The Presidential Palace is the center of the architectural style of the Republic of China in Nanjing；17 buildings，Five of them are original Republic of China buildings，The highest one is only three floors，Most buildings are two-story or even bungalows。

A complex of blue-gray and brick-red buildings，Simple and exquisite style，Patchwork、L-shaped around the "Presidential Palace"；In most new construction，The unadorned and flashy blue bricks are both the wall，Exterior decoration 188bet online sports betting again，On the smoke gray wall，outlines the white brick joints，No other modifications。

Business format—with bars as the main business format，Consumer grade positioning is mid-to-high-end，Focus on the introduction of international first-line brands。

Investment positioning: The investment direction is mainly focused on catering related to tourism and leisure、Bar、Cafe、Teahouse、Beauty and fitness center and other top international brands。 International first-tier brands will occupy 40% share，First-tier brands in domestic developed cities account for 30% share，Remaining 30%。

Summary

Site selection: historical and cultural resources, legacy buildings;

1912: Separated from the Presidential Palace of the Republic of China by a wall;

Planning: Taking the culture of the Republic of China as the carrier;

The business format and positioning are fashionable and contrast with the architecture;

Positioning: tourism, foreigners, local high-end white-collar workers, petty bourgeoisie.

3. Culture + Commerce

1. Jinli, Chengdu

Culture、The integration of business and real estate，It is a folk custom street of Bashu folk customs and Shuhan culture of the Three Kingdoms，Known as “Chengdu version of Qingming Riverside Scene”。

Experiential、Casual style、Interactive travel method，Meet the travel needs of modern tourists。

Adhering to themes and characteristic business formats in 3 theme areas，Supplemented by other business formats，Avoid over-concentration of the same business types，brings consumption fatigue。

Establish the theme of the building based on the cultural connotation carried by the attached geographical space，The exterior of Jinli is in the ancient architectural style of Ming and Qing Dynasties，Integrated with the existing Qing Dynasty architecture of Wuhou Temple。

Jinli Leisure Street mainly sells “culture”，is synonymous with the culture of the Three Kingdoms，Ingeniously integrate culture and business，Enable customers to consume while experiencing culture。

2. Tianjin Drum Tower Commercial Street

Collect Travel、Shopping、Entertainment、Display、Leisure Style Cultural Street。

It covers an area of ​​about 200,000 square meters and has a total investment of 1.2 billion yuan.

The architectural style of Ming and Qing Dynasties is mainly based on blue brick and tile houses，Main layer 2 to 4，High and low。

The overall plan of the commercial street is in the shape of a cross，580 meters long from north to south，510 meters long from east to west。

Drum Tower Square with the new Drum Tower as the center，Length and width 81 meters each，Open design。

Fennan Street (Tianjin Style Street) around the square、North Street (Antique Jewelry Street)、East Street (Boutique Shopping Street) and several other parts，Combined with travel、Shopping、Entertainment、Display、Relaxation and other functions。

There are currently 500 commercial enterprises settled in the park.

The commercial street consists of three parts: South Street (Tianjin Style Street)、North Street (Antique Jewelry Street)、East Street (Boutique Shopping Street)

3. Nanluoguxiang

Using the Hutong courtyard as the texture、History and culture are the foundation、A characteristic neighborhood that combines leisure tourism and cultural creativity with a tasteful humanistic environment。

Positioned as a collection of business and leisure、Cultural Tourism、Art Trading、A characteristic shopping street integrating culture and creativity，The shops currently operated 188bet Online Sports Betting and Casino are mainly bars、Catering and crafts store 。

Except Hutong Culture，Beijing folk culture and modern leisure creativity have become the biggest highlights of Nanluoguxiang’s characteristic commercial street。

Beijing folk culture: Hanfu culture、Traditional tea art、Changing face、中硡、Acrobatics、Traditional hawking in old Beijing, etc.；

Modern art and culture: fancy bartending、African style dance、Pioneer Music、Classic dramas, etc.；

Display of cultural products: themed postcards、Memorial stamp、Old Beijing traditional snacks、Folk artists make on-site handicrafts as well as handicrafts by creative experts from all over the country。

Summary: historical buildings or antique buildings；Folk culture；Blocking；Trend elements，Alley

4. Art + Business

798 Art District

Beijing Cultural Fashion Creative Pioneer Base，The most internationally influential art district in China。

"798 Art District" is located in Dashanzi area, Chaoyang District, northeast of Beijing，It was built with assistance from the Soviet Union in the 1950s、The former state-owned 798 Factory and other electronic industry factories located in Dingmu, a key industry responsible for the design and construction of East Germany。

Since 2002，A large number of artist studios and contemporary art institutions have begun to settle here，Lease and renovate idle factories on a large scale，gradually developed into a gallery、Art Center、Artist Studio、Design Company、Fashion Shop、Gathering area for various spaces such as restaurants and bars。

798 Art District has become the largest in the country、The most internationally influential art district，And has become a new landmark of Beijing’s urban culture。

798 institutions in addition to galleries/art centers/studio，Catering Industry、Fashion Industry、Media Industry、Design/advertising companies currently occupy a large proportion in the park。

Special catering with artistic flavor、Retail and other commercial facilities have become the park’s main profit point

98 Art District has basically formed an ecosystem with art as the core:

Artistic creation—the core driving force for the development of the park。The strong creative atmosphere has attracted a large number of artists to gather here，Become the source of all artistic activities。

Art exchange—the park’s marketing window for society。Lots of exhibitions、The salon has greatly enhanced the popularity and social influence of 798。However, the income from exhibitions and art transactions is average。

Derivative services—the park’s main source of commercial income。Specialty restaurants、Bar、Café，Creative Home、Clothing stores and art-related bookstores, etc.，Not only enriches the supporting facilities of the park，Increases the vitality of the park，brings generous rental returns to the park。

5. Theme + Business

1. City Walk, Los Angeles, USA

The combination of business and movie themes，A leisure and entertainment shopping center with a movie theme。

City Walk is a famous leisure and entertainment shopping mall in Los Angeles, USA；3 kilometers away from the city，Opened to the outside world in 1993；More than 40 specialty stores、Catering and entertainment venues，Total building area is about 2.50,000 square meters

Initially relied on Oscar ceremonies and movie-themed activities，Gradually formed a movie-themed celebration square；

It has now developed into one of the leisure and tourist areas in Los Angeles with a festive atmosphere 188bet online sports betting and cultural characteristics。

Characteristic elements of CITY WALK, Los Angeles, USA

2. Tianjin Music Theme Commercial Street

The combination of business and music themes

3. Akihabara Anime Commercial Street, Japan

The combination of business and animation themes