麓湖 CPI ，一个以卷对抗内卷的零售地产实验丨晚点周末

Core Viewpoint - The transformation of the CPI project in Chengdu's Luhua area demonstrates a successful approach to creating a unique retail environment that attracts consumers and enhances their shopping experience, despite initial skepticism about its viability [4][22]. Group 1: Project Overview - CPI initially opened with only half of its stores operational and lacked dining options, leading to concerns about its success [4]. - Over time, CPI achieved significant consumer engagement, with a retail spending per capita exceeding 2000 yuan and an average stay duration increasing from 30 minutes to 5 hours [4][37]. - The project is characterized by a unique design that integrates nature and retail, allowing visitors to navigate through standalone buildings and lush greenery [5][10]. Group 2: Design and Aesthetics - The design team focused on preserving the natural landscape, including over 1,000 trees, while creating a visually appealing environment [10][13]. - CPI's landscape design emphasizes a relaxed and natural feel, utilizing diverse plant life rather than conventional landscaping methods [12][20]. - The architectural design is intentionally understated, allowing the focus to remain on the retail experience rather than the buildings themselves [20][21]. Group 3: Retail Strategy - CPI employs a unique approach to brand recruitment, treating it like editorial work for a magazine, ensuring that each brand aligns with the overall theme and aesthetic of the space [27][28]. - The project features a rotating POP UP area that changes themes quarterly, allowing for continuous testing of consumer preferences and brand performance [32][33]. - CPI does not impose strict sales KPIs on its tenants, focusing instead on creating a supportive environment that encourages brand growth and customer engagement [34][37]. Group 4: Consumer Engagement - The demographic of CPI's visitors is primarily women aged 25-45, with many returning multiple times a week, indicating strong customer loyalty [37]. - The project has successfully integrated community activities and cultural events to enhance the shopping experience and attract a more affluent customer base [37][38]. - CPI's operational strategy emphasizes a balance between high customer traffic and conversion rates, with a notable increase in conversion from 37% to 49% [37].