花60万包楼背后，商场掘金「纸片人」

Core Viewpoint - The article discusses the emerging trend of "pain buildings" (痛楼) in shopping malls, which are immersive fan experiences that blend commercial interests with fan culture, particularly in the context of the declining performance of physical retail spaces [6][19][20]. Summary by Sections What is Pain Building? - Pain buildings originated from Japanese "pain culture," where fans express their preferences through exaggerated displays, such as "pain bags" filled with badges and figures [8][9]. - In China, pain buildings have become popular in major cities, with venues like Shenzhen's Zhongzhou Bay frequently hosting these events [9][14]. Fan Engagement and Commercial Collaboration - Pain buildings are typically organized through collaborations between fan groups and shopping malls, allowing fans to express their appreciation for idols [15][16]. - The cost of creating a pain building can vary widely, from tens of thousands to hundreds of thousands of yuan, depending on the scale and duration of the event [17]. Impact on Shopping Malls - Shopping malls are increasingly adopting pain buildings as a strategy to attract foot traffic and enhance customer engagement, especially in a challenging retail environment [19][20]. - The rise of pain buildings reflects a broader trend where shopping centers seek to create experiential spaces rather than just transactional ones [26]. Market Dynamics and Consumer Behavior - The article highlights the growing audience for the "二次元" (two-dimensional) culture, with a projected compound annual growth rate of 10.4% from 2016 to 2021, indicating a significant market opportunity for related events [20]. - Pain buildings not only attract dedicated fans but also casual passersby, creating a more inclusive atmosphere compared to traditional fan events [16][22]. Limitations and Future Outlook - Not all commercial spaces are suitable for pain buildings; shopping malls tend to be more adaptable than traditional department stores, which focus on price-driven sales [24][25]. - The longevity of pain buildings as a trend is uncertain, with industry experts suggesting that while they can generate short-term interest, they may not be a sustainable long-term strategy for engaging younger consumers [26].