20041October 3 1 19:39 boutique shopping guide.
Jinyuan, under the banner of MALL, opened its business in the West Fourth Ring Road with the slogan of building the era of MALL. This new concept has attracted thousands of people to experience in the west of the city as soon as the "Commercial Big Mac" appeared. What is a shopping center? Look at the following data, and you will have the most intuitive feeling.
More than 3000 indoor parking spaces (direct access to shopping malls)
More than 3,800 outdoor parking spaces
Zhujiali branch 5 ~ 6 Hao
More than 600 specialty stores
100 Yu Jia Theme Restaurant
/kloc-entertainment and leisure places above 0/0
52% public space (there are two streets on each floor, 8 meters wide in the north and 17 meters wide in the south).
As a whole, it includes head office, semi-head office and many professional chain retail stores, department stores, supermarkets, building materials and homes, automobile exhibitions, specialty stores, restaurants, skating rinks, cinemas, bars, cafes, bookstores and other leisure and entertainment projects.
Is the MALL era really coming? How will it change our lives? If vastness and diversity are just a form of shopping malls, please follow our report to experience the complexity of shopping mall life.
Free space is a feature.
Food: It's delicious.
Shopping is a physical activity, let alone shopping. There must be room for food and drink. The shopping map shows that there are about 10 restaurants on each floor of Jinyuan Shopping Mall, including fast food, hot pot, porridge shop, tea restaurant, cake shop, coffee shop and ice cream shop. According to reports, there are more than 100 famous restaurants with different flavors at home and abroad in the food center here. Because it has just opened, many restaurants have also launched preferential activities.
Rest: Good idea.
Jinyuan New Yansha Mall also has many rest places. Because there is enough public space, there are several rest places in the center of each floor. Some are just a few simple chairs, while others are shaded by trees, creating a green leisure area. Although it is a bit fake, it is rare to see such a dedicated leisure area in other stores. Others put a circle of comfortable big sofas, and you can often see tired men taking a nap on the sofa. In short, the leisure areas we have been to have different styles and are also a landscape.
Most leisure areas have set up water bars to sell some ordinary drinks and cold drinks. Convenience is convenient, but the price is a little more expensive than other places. A box of Baxi from 4 yuan sells 6 yuan, and a cup of Nestle instant coffee from 2 yuan also sells 5 yuan.
Convenience is the key.
Departure: There are not many signposts.
Jinyuan Shopping Mall, located between West Third Ring Road and West Fourth Ring Road, is not remote. I thought the opening of the Big Mac was such a big event. Billboards and road signs were all over the place, which made you want to go to the mall. Unexpectedly, the reporter who got off the wrong bus two stops in advance found that everything around him was quiet and didn't find any tips. A couple driving by the roadside are also looking for the direction of the shopping mall. "I drove around just now, didn't I see it?"
"Yuanda Road is heading east". According to the tips given by passers-by, we saw the big signboard of "Incredible Home Jinyuan Store" in the distance. We thought that when we arrived at the furniture city, we knew that the Incredible Home was a part of this shopping mall until we saw the front. A closer look reveals that there are small banners hanging on both sides of Yuanda Road, which read "Jinyuan New Yansha".
Tip: Don't worry about driving or taking a bus. Determine your position before going out. It's not so easy to find while walking.
Parking: many ideas
The parking lot is large and there are parking spaces. Jinyuan Shopping Mall has nearly 10000 free parking spaces. The most distinctive feature is that each floor has an indoor parking lot with hundreds of parking spaces, which can enter different levels from the outside of the shopping mall and directly lead to the inside of the shopping mall.
There is no reason not to enjoy such convenience, but the actual situation is that the utilization rate of ground parking spaces is very high, and only one or two cars can be seen in the huge parking lot on each floor. "There is no obvious sign at the entrance of the mall to indicate the passage for vehicles to enter the internal parking lot, and there is no staff guidance." Li, who drove here, said. "When I entered the mall, I found signs of parking lots on all floors, but I pointed to the road at the end of the passage and asked the security guard to know that there was an indoor parking lot behind the double doors. There were no obvious signs about the parking lot on both doors."
Tip: It seems that only by going a few more times and finding out the terrain can we stop and go shopping as we please.
Shopping: no Chinese.
"You can visit here for four days and three nights." Fu Shuo, general manager of Beijing New Yansha Causeway Bay Company, said that Jinyuan New Yansha Shopping Center alone is as big as five Yansha, which is comparable to a tourist attraction. There are four omni-directional service desks in the shopping mall, and the map similar to the shopping guide also clearly marks the distribution of each floor. There are many signs in toilets, elevators, escalators, information desks and telephone booths at the entrance of escalators, but all signs are in English except pictures and arrows. People who don't know pictures or English can only ask questions.
Tip: For convenience, you should be familiar with these English words before you want to go anywhere. Information-information desk, snack bar-dining bar, toilet-,elevator-elevator, telephone-telephone, parking lot-parking lot.
Home: The traffic jam is not good.
Jinyuan New Yansha Mall has 17 bus lines extending in all directions, which can be described as all roads lead to Rome. Sleepy and tired after a day of shopping, people who take taxis and buses will find this way of going home a bit annoying. The buses waiting in line under the overpass are connected in series, and the people waiting for the bus are in pieces, but there is no traffic coordinator to maintain order. When the bus came, a group of people flocked to it, and more people ran before and after looking for their own bus. People who are upset waiting for the bus simply wave for a taxi, and the scuffle of taxis makes the overpass crowded. All the way to the Suzhou Bridge in front is in a state of congestion. After shopping for several hours, I wasted a lot of time at the bus stop, and it's almost time for my physical fitness test.
Tip: those who have a car can drive, and those who don't have a car can consider riding a bike.
Shopping choice is the key.
Big: It's hard to visit them all.
Pick the central door and walk east for a while, and you will see the service desk of Jinyuan New Yansha. Take one data as an example, this is only the middle part of the whole "box"-the instruction diagram of the new Yansha, with 12 faces, which really makes people wonder how to get off.
600 meters from east to west, each floor is 1 km, and the eighth floor is 8 km. I'm afraid professional race walkers will get tired if they keep walking. Perhaps it is to pursue the effect similar to outdoor shopping street, or it is too big to do. There are three steps, one stool and five steps in the shopping mall, which is convenient for customers to stop and rest at any time. Because few people are quiet, many people doze off. Looking around, the most energetic nap time is actually an old couple who are already in their prime. They are holding hands and having a good time. The old man surnamed Zhang said: "My family lives in a nearby community. The shopping mall has a large area and full functions, and everything can be satisfied. It can be regarded as a good place for leisure. Of course, the most important thing is the shopping environment, not crowded, and beautiful music. This is the real' shopping', it is time to exercise. " Mr. Zhang doesn't seem to be worried about whether he will get lost. "I will definitely be confused when I come for the first time, and I will be familiar with it later."
Tip: Remember the three most important things in shopping: asking for directions, parking and reading a map. In fact, the advice of several uncles is the most practical and effective. Come a few more times and you'll get familiar with it. If you are definitely here for shopping, make a plan first, and then go straight to the point.
Miscellaneous: different styles
It took about two or three hours, except for the floors that have not yet opened, which are basically in accordance with the model here. Its overall style is really hard to say. The storefront pattern of Jinyuan Mall is not strictly divided into geographical areas according to functions, and several clothing stores are likely to be inserted in an optical shop or a leather bag shop. Moreover, my own decoration style is different, and I always wonder if I have entered the jurisdiction of another shopping mall.
Miss Han and her companions have been standing on the stairs looking around for a restaurant. Stores with the same function are not together. Want to find a restaurant that suits you, don't you have to go up and down the whole building? The decoration styles and grades of various stores seem to be far apart, which will inevitably affect the visual impression.
Mr. Zhuang, who lingers in a home improvement shop on the fourth floor, is from Shanghai, but his idea is completely opposite: "Miscellaneous is also beautiful. There are also such large shopping malls in Shanghai, but those who eat, sell clothes and shoes are all open together, and they feel very rigid. The advantage here is to break the traditional arrangement. People's needs are always diverse. Putting shops with different functions together can bring lasting freshness. "
Tip: We must persist in taking the map as the center and never waver, either accept all the orders or follow the map.
The sense of purchase is fresh.
Commodity: The variety is very complete.
Ms. Zhang is puzzled: Mall stores are not greeted at the door by enthusiastic clerks like specialty stores, and there is no overwhelming discount information and publicity. It is reported that the MALL is positioned above the mid-range. The goods here are very complete, and the overall business is more than 300,000 kinds of goods. Among the 450 well-known brands that have been introduced, international brands account for 65%, domestic brands account for 35%, and there are 75 "flagship stores" and "specialty stores". Many cities have been created, such as sports city, jewelry city, sunset city and children's city. The disadvantage is that there are few cosmetics in shopping malls, and most of the rest are distributed in Gui You Building and Lufthansa Shopping Mall.
Tip: A complete range of goods is the unique advantage of MALL, and customers loyal to certain brands can also enjoy shopping here.
Brand: the face is very new
Many well-known brands in shopping malls have the largest stores and the most complete products in Beijing. ESPRIT, for example, has a flagship store with an area of over 800 square meters, and a specialty store with only a full range of products. It is said that the goods are all in sync with Europe. On the fourth floor, many theme pavilions have launched new products that Beijing did not have before, such as the German Jewelry City and the Taiwan Province Provincial Popular Pavilion, as well as Canadian ice cream and African-style shops, attracting young people to stop. "Although this mall is slightly rustic, it is still very practical. Although it is not love at first sight, it is still very attractive. " A girl summed it up like this.
Tip: It is said that most shopping centers abroad are simple in style, which is probably in line with international standards. It's better to be genuine than embroidered pillows.
Playing with the future is looking forward to it.
The most distinctive feature of Jinyuan Shopping Mall is that there are many leisure and entertainment options. B2 has an ice rink, a cinema with seven halls on the fifth floor, a roof garden, a sports club, a beauty salon and a youth leisure square. Unfortunately, because most leisure and entertainment places are still under construction, there is no chance to experience them. "I will choose this place next time I go shopping, because I want to see what's new." A lady is full of expectations for a fully built shopping center.
A critical version of the shopping mall experience
The so-called nitpicking actually refers to the details of shopping malls, and the real life of shopping malls cannot be separated from details.
Toilet: there are three characteristics in the bathroom of shopping mall: too much, bad smell and no dryer.
Road map: The safety evacuation map in the shopping mall is scattered in the rest public space, as dense as a maze.
Decoration: Even if you want to return to the original intention of MALL's boulevard, you don't have to have flowers everywhere, do you? Besides, they are all fake flowers. It's convenient to find the trash can. The signboard is a pot of blooming fake flowers.
Water bar: a lot, and the price of water is much higher than outside.
Accessibility: Sorry, I didn't see it.
Mobile phone charger: the shopping mall can only be visited in three days and nights, but there is no place for mobile phone charging. Please prepare three fully charged batteries in advance.
Shopping center culture
Features:
MALL originally meant boulevard, transliteration "Moore" or "selling goods". MALL integrates various retail formats such as department stores, supermarkets, hypermarkets, specialty stores and large specialty stores, and has various leisure and entertainment facilities such as fast food restaurants, snack bars, specialty restaurants, cinemas, children's parks and fitness centers. It is a one-stop consumption center. In addition, shopping malls also provide leisurely shopping enjoyment, such as strolling in corridors, squares and courtyards.
Shopping malls are generally opened for car owners in the suburbs, and the service radius can often reach hundreds of kilometers or more.
MALL originated in the United States in the 1950s, and now it has become the mainstream retail format in Europe and America, with sales accounting for about half of its total social consumer goods.
Look at their shopping malls:
United States: SHOPPING MALL mainly relies on suburban roads to build a closed large-scale shopping center, which is characterized by huge scale and simple design. Take Los Angeles as an example. The location of the MALL is not remote, the appearance is simple, and the main daily necessities can be bought at one time, so people drive there. But there are not many people and the shopping environment is very relaxed.
Europe: On the basis of following the American model, with the transformation of the old city commercial center, retro architecture and humanized design, the shopping center is constantly given new development content. There are probably one or two shopping malls in a city in Britain, mostly in the suburbs. Shopping malls in Britain cover a large area and have many parking spaces, including supermarkets, brand stores, cinemas, fast food restaurants and household goods stores. And I have never seen a beauty salon. There are high-end brands such as Chanel, and there are also very general brands in brand stores, which are uneven. Shopping centers in Britain are very popular both in the decoration outside and the goods inside, and most of them are working-class people. And it closes at 6: 00 pm, and it will be earlier on weekends.
Japan and Southeast Asia: A large number of shopping centers have appeared since 1970s. The development trend is that "big warehouse Supermarket" will replace department stores as the main stores, emphasizing leisure and entertainment functions and commodity cost advantages. Their shopping centers are mostly in the most prosperous areas of the city, and rarely in the suburbs.
Store representative:
Mall of America: One of the largest closed shopping centers in the United States, characterized by a particularly high proportion of entertainment and leisure facilities, including a 7-hectare Snoopy theme park. In addition, there is an aquarium with a tonnage of10.2 million tons and a two-story mini golf course with a hole of 18. Some shopping malls deliberately highlight the strong theme decoration style and sell some interesting and collectible goods.
Meadow Hall: The most successful shopping center in Britain. The dining facilities in this shopping mall are mainly composed of oasis, a large food plaza, which provides more than 2? 000 seats, it is one of the largest food squares in Europe. About two-thirds of customers come from the upper-middle class in Britain, and the frequency of visits is quite high, with an average of 59 times a year. Among them, 64% customers are women, and more than half of them are between the ages of 25 and 44. (Text/Liu Jing Ma Xinli Qiang Ting)