The "three treasures of literature and art" of bookstores, cafes and florists have become standard upgrades in shopping malls.

Source: Huasheng online-Sanxiang Metropolis Daily | author: reporter Zhu Rong intern Huang Yaping | Editor: Le Xianwen

On the afternoon of March 7, many people read selected books in the 24-hour bookstore. Photo taken by intern Huang Yaping

Our Bookstore is located in Tongcheng Xi Le Hui.

There are "three treasures" in the shopping center, bookstores, cafes and flower shops.

In a "character portrait" conducted by the post-70s, 80s and 90s, the consumption concept of the potential main customer group of the shopping mall in the post-90s is described as "just be beautiful", "preferably a new model" and "don't care about the price". Their preference for small freshness and literature and art is becoming the attraction point for businessmen to "throw themselves into their liking".

In recent years, in the evolving upgrading of shopping malls in Changsha, bookstores, cafes and flower shops, known as the "three treasures of literature and art", are becoming the "must-have funds" that most shopping malls give priority to when attracting investment.

Behind the popularity of the "three treasures of literature and art" is the rise of experiential consumption and the change of business philosophy.

The three treasures of literature and art

Become the standard for a new generation of shopping centers.

On the afternoon of March 7, the reporter saw in the 24-hour Dexqin bookstore that although it was a cloudy working day, there was still no lack of popularity in the bookstore. About 40 customers were choosing books, especially the matching coffee and beverage area, with an attendance rate of more than 90%. According to a senior who has visited the bookstore many times, "full" is the norm if it is a weekend.

In addition to the Dexqin four Seasons Shopping Center, the popular bookstores in the mall include Meixi College in Gaomeixi Xintiandi, Hongdao Bookstore in Hisense Square in Changsha, Sisyver Bookstore in China Resources Vientiane and our Bookstore in Tongcheng Xi Le Hui, and so on.

In addition, to cater to the consumption trend of literature and art, freshness and freshness, most of the newly opened shopping malls in Changsha in recent years have also focused on introducing small shops such as cafes and florists. Huachuang International Plaza, which entered the trial operation at the end of last year, attracted the most attention of consumers when it successfully introduced the first Starbucks in the north of Changsha City, while Pofu icity good Life Center introduced many famous coffee brands such as COSTA and Man Coffee at the same time. In the conspicuous position of the entrance to the first floor of Hisense Square in Changsha, there is also a rose brand roseonly that has become famous in recent years.

The Mengxiaomeng Flower Life Hall, located on the second floor of Delsiqin, sells mainly succulent, rose and starry stars, although the store is small, but the price is not low. On March 7, the reporter saw in the store that a pot of Aizhiman, which sells for about 60 yuan in the flower market, sells for as much as 110 yuan in the store. In spite of this, the florists of the "upgraded version of literature and art" still have a place in the mall.

From selling goods

Transition to service delivery

"Shopping is no longer a simple sense of shopping. We really need a place to chat with friends." Mr. Jiang, who graduated from college for more than two years, said that when shopping with his girlfriend, bookstores and cafes were good places for him to pass the time.

The reporter noticed that in recent years, the "three treasures of literature and art" have long been transformed from the 1.0 simplified version of people's impression, and most of them have upgraded their business forms. from simply selling goods to providing services to store customers and passing on brand concepts. In the continuous upgrading and mutual integration, bookstores like cafes, cafes like bookstores, and distinctive flower shops that can drink tea are more popular with consumers.

Hongdao Bookstore, which is stationed in Hisense Square and Yunda Central Plaza in Changsha and has received olive branches from many shopping malls in Changsha, is the company's third-generation bookstore. According to Shu Yan, project director of the third-generation bookstore department of Hongdao Culture, the third-generation bookstore combines multiple functional zones such as bookstore, coffee, cultural creation, children's hall and art center, and has been specially designed in terms of space and experience.

Industry observation

Fit the position of the shopping mall

Cater to leisure consumption

Compared with the relatively small space of the department store, the shopping center has the posture of "latecomers take the lead" in space design and consumer experience, and the details such as mother-and-baby room, membership room, general desk and so on are all humanized. In this context, the format that can bring consumers a better experience has achieved a fit with the tone of the shopping mall, and it is expected that it will be favored.

Zhang Dong, investment director of Huachuang International Plaza, revealed that although Starbucks is the only coffee shop in Huachuang's trial area, there are also cross-border collection stores like Joy. "this year we plan to introduce a bookstore. We are currently in talks with Dangdang and Hongdao Bookstores."

He said that although the presence of bookstores, coffee shops and florists does not bring high profits, it can bring added value to shopping malls, and the introduction of such forms of business will help to improve the quality of shopping malls. It is also very beneficial to the increase of the flow of people and the ability to gather passengers, and helps to enrich the business format of shopping malls. "at present, shopping malls pay attention to experiential shopping environment, and the introduction of bookstores and coffee shops can provide customers with a place to relax and relax. So as to increase interaction. "

In an interview with a reporter from Sanxiang Metropolis Daily, the general manager of Tongcheng Xi Le Hui also said, "the purpose of introducing a bookstore is to influence more people with the cultural temperament of the bookstore and to bring reading into the shopping mall as a habit, not only to provide customers with cultural rest space, but also to use the bookstore as a window for cultural dissemination and reading to influence every customer who comes to the mall."

He believes that many changes have taken place in customers' shopping habits. "as department stores, we not only need to provide sales space, but also need to provide quality service and cultural and leisure experience." New shopping malls have paid more and more attention to the experience of customers, from the sense of smell, visual space, to the current double pressure of work and life, to provide a place to rest, so that customers closer to life, experience the serenity of humanity.

Talk to entrepreneurs

Non-entrepreneurial preferred, the entry threshold is higher.

The "three treasures of literature and art" sought after by businessmen have also become the entrepreneurial choice of many young people. Running a small art shop and dealing only with like-minded customers seems a wonderful way to live and make money.

However, some people in the industry believe that the commercial forms of these three literary and artistic styles are precisely the three commercial ways of "killing Wenqing's entrepreneurial dream". Among them, manpower, rental location, shop equipment and other costs have become important factors affecting the success of starting a business, and the idea of "one step to the sky" is not reliable.

Lu Xingzhu has been on the entrepreneurial road of "Dream Store" for several years. According to her, since she had the idea of opening a healthy bakery, she began market research and learning, and before investing in the store, in addition to being under the chef of a five-star hotel, he also tested the water in the form of a baking studio for more than two years to make preparations for the opening of the store.

Nowadays, Lu Xingzhu already owns two famous bread and dessert shops in Changsha. She told reporters that starting a business is not as easy as imagined, and every step needs to follow the plan. "it doesn't mean that you have the money, as the shopkeeper must master the core technology and skills."

As she said, it is risky to invest blindly just because you love flowers, coffee or books, and you don't know anything about floral art, coffee or bookstore operation.

According to a reporter's survey, to open a literary and artistic flower shop, for example, requires a start-up capital of about 200000 yuan, entrepreneurs with weak economic strength fail to create a healthy profit closed loop in the next five months, they may face the outcome of failure.

Another reality is that most of the "three treasures of literature and art" favored by shopping centers are chain enterprises that have been operating for many years, and most of them already have a fixed fan base, and the brand effect is very obvious, which is more difficult for entrepreneurial individuals to reach.