“非标商业”释放“别样”消费 重庆两江新区产业园区商业综合体焕新“求变”

Core Insights - The article discusses the transformation of the Chongqing Liangjiang New Area's commercial complex, Xinghui Liangjiang Art Commercial Center, through the concept of "non-standard commercial" which emphasizes personalized and differentiated business practices [3][5]. Group 1: Project Overview - Xinghui Liangjiang Art Commercial Center is a multi-functional complex that integrates commercial, artistic, and office spaces, operational since 2016 [3]. - The center previously experienced a stark contrast between busy office hours and quiet non-office hours, prompting a need for revitalization [3]. Group 2: Non-Standard Commercial Concept - "Non-standard commercial" breaks traditional business models, focusing on individuality and innovation across various dimensions such as spatial form, scene creation, and operational models [3][5]. - The rise of non-standard commercial projects has been notable across the country, with examples in Chongqing like C33 Liangjiang Cultural and Creative Park [5]. Group 3: Strategic Logic - The revitalization strategy for the commercial center is based on three key logics: industrial logic, community logic, and design-driven logic [5]. - Industrial logic involves leveraging the support of over 5,000 enterprises and nearly 120,000 talents in the surrounding area [5]. - Community logic enhances operational capabilities and private traffic through cooperation between state-owned and private enterprises [5]. - Design-driven logic emphasizes originality to stimulate word-of-mouth marketing and weekend foot traffic [5]. Group 4: Consumer Experience - The center aims to create a cultural consumption experience, with offerings like themed games and "tipsy" economy activities to enhance consumer interaction [6]. - The integration of industry and commerce is highlighted as a unique feature of the center, making it difficult for other non-standard commercial projects to replicate [6]. Group 5: Business Model - The business model focuses on retaining quality existing merchants and discovering new independent brands, essential for the transition from traditional to non-standard commercial [7]. - The proposed dynamic business model includes 30% first-store brands, 40% themed experience stores, and 30% quality regular stores, aiming to create a composite space for interests, socializing, and lifestyle [7].