Moving Design of Commercial Real Estate —— What are the misunderstandings in the moving design of shopping malls? How to pay attention?

Rational planning and design of the soul passenger flow line of a successful commercial project

20 16- 1 1-6 14:54

You Shi, president of real estate

In commercial projects, people often hear the word passenger flow moving line, so what is passenger flow moving line? In the popular sense, the moving line of passenger flow is the connection when people walk inside or outside the business. In other words, it is the walking route of people inside or outside the shopping center, a footprint, a point, a series of footprints and a line, which is the moving line. Nowadays, passenger flow has become an important aspect of commercial real estate planning and design.

In the planning of modern commercial real estate, if the passenger flow planning fails, it will cause passenger flow confusion, poor passenger flow and commercial dead ends, which will directly affect business performance. Compared with the external route, the passenger flow planning of shopping center is obviously more important, because the planning scheme of the internal traffic route of shopping center must consider the balance of various commercial formats as a whole, and arrange the supermarket passenger flow entrance and exit of the head office reasonably, so that all businesses can get the maximum passenger flow. Generally speaking, the sales of tenants are directly proportional to the passenger flow through the store door. Therefore, optimize the passenger flow movement and maximize the passenger flow through as many stores as possible without pulling the distance too long. Simply put, it is to guide the passenger flow in shopping malls through various means such as merchant combination and architectural design, so as to promote the consumption of customers in shopping malls and maximize the interests of shopping centers. Therefore, whether the passenger flow power system is reasonable is usually considered as the basic condition for the success of a commercial project.

First, the external passenger flow power system

Many people think that the external environment of commercial buildings does not participate in direct operation and does not directly produce economic benefits, so they ignore its important significance in attracting and gathering passengers.

Accessibility: As we all know, commercial projects located near bus interchange stations and subway entrances and exits can usually get a large number of continuous passenger flows, and the smooth flow of passenger flow and traffic flow is the basis of commercial operation. Therefore, the combination of external traffic accessibility and passenger flow organization is the key to the success of commercial projects, and commercial projects must have very good accessibility. In general, the following considerations can be made according to different situations:

Set the main entrance of business at the intersection or near the station.

There is a passage on the basement of the shopping mall to communicate with the subway station.

Build a footbridge across the street.

Establish a standardized and accurate guide identification system

Parking system: Parking difficulty is the most troublesome problem in the daily consumption of modern urban residents, so the requirements for parking in modern commerce are getting higher and higher. In addition to the basic conditions for ensuring the number of parking spaces, the organization of traffic flow and the movement of passenger flow after parking are the key points that need urgent attention in centralized commercial operation at present. The separation of people and vehicles and the separation of passengers and goods have become the most basic requirements in planning and design, and the taxi-only boarding and alighting area has become a problem that more and more new formats will consider.

Square: Through observation, it can be found that most large-scale commercial projects have squares. Regardless of the size, the square can be used as a parking lot, a place for customers to rest temporarily, and a platform for consumers to play and watch the night scene, which can play a good role in gathering customers. In addition, the square can also be used as an effective extension of indoor commercial space, for example, outdoor dining areas, leisure projects or outdoor sports and entertainment facilities can be arranged around the square, and it can also be used as a space for outdoor display and large-scale marketing activities. Generally speaking, large commercial squares are divided into indoor and outdoor situations, and their main uses are:

Establish a ground parking lot.

Set up greening and road landscape

Set up consumer rest space

Brand merchants hold business promotion activities.

Second, the internal passenger flow power system of commercial buildings

It is no exaggeration to say that internal passenger flow planning is the soul of shopping center planning. The success of internal passenger flow is directly related to the success or failure of commercial projects. Therefore, making every square meter of indoor space provide shoppers with unforgettable shopping experience is the ultimate goal of internal passenger flow planners. Specifically, the basic principle of dynamic design of internal passenger flow is to guide the passenger flow through every store as much as possible, and at the same time, the dynamic design should pay attention to randomness, interest and flow linearity. In addition, under the premise of paying attention to architectural form without special requirements, we should pay attention to the guiding role of indoor space design on consumer flow, such as guiding signs, shop signs, floor paving, landscape sketches, colors, lighting, commercial layout and so on. These factors will play a positive guiding role in passenger flow. Therefore, the overall design of the moving line with soft and hard combination is a good moving line.

How can we plan the internal passenger flow line suitable for the commercial project itself and give full play to its maximum value? The following factors need to be considered comprehensively:

1. Positioning of commercial nature: Before indoor moving line planning, the positioning of commercial nature should be considered first. Such as comprehensive, leisure, entertainment, catering, necessities, professional and so on. The positioning of different commercial properties requires different passenger flow routes, and it cannot be generalized.

2. Positioning of consumption level: The consumption level of commercial projects will also affect the design of passenger flow. After the nature of commercial projects is determined, the positioning of consumption level will also affect the dynamic design. For example, consumption is positioned at the level of luxury goods or high-end consumption. In the design of passenger flow, the walkway will be relatively spacious, generally reaching 6-8 meters, because high-end businesses are storefront-style, and the natural moving line will not be very complicated. If the business is positioned in the middle range and life is necessary, the passenger flow line will be designed compact and extend in all directions to facilitate people's exchanges.

3. Backward project area and format: The size of the project is naturally the most direct factor affecting the dynamic design. For projects with different areas, the moving line design is also slightly different. If the shopping mall is too big, there must be multiple primary and secondary channels, so in addition to ensuring the smooth flow between several channels, entrances and exits should be set in front of and behind the store, which will not only facilitate customers to travel back and forth quickly, but also ease the congestion of passenger flow and improve the average arrival rate of passenger flow. In order to ensure the smooth flow of passengers to the maximum extent, sometimes the shops between the two channels are designed as front and back shops, so that consumers can walk between the two channels conveniently and accelerate the flow of passengers. However, there are also some problems in this design, such as the safety of shop products, the customers are easily disturbed in the sales process, and the unpredictability of passenger flow guidance.

In addition, the position of the layout is also very important. The design of moving lines should make the most reasonable arrangement according to the arrangement of formats, and sometimes even change the arrangement of some formats because of the design of moving lines. For example, if the business types are distributed according to consumers' shopping purposes, the business types of induced goods, seasonal goods and fashionable goods are suitable to be distributed on lower floors, and consumers are attracted to buy through the display of goods, while the business types with strong business purposes are suitable to be distributed on higher floors. Generally speaking, household appliances, entertainment, training, home and large-scale catering are all suitable for distribution on higher floors.

4. Safety factor: Safety factor is an important factor in the design of every passenger line. It is very important for businesses to use passenger flow to avoid security risks. When designing passenger flow routes, many safety factors such as fire exits, monitoring systems and evacuation routes should be considered.

Third, the division of passenger lines.

Usually, we divide the passenger flow lines in shopping centers into plane passenger flow lines, vertical passenger flow lines and their combination.

Plane passenger flow line: As the name implies, it refers to the passenger flow line on a certain floor or plane. When planning the plane moving line, we should consider the following factors: the combination of curve and straight line, the treatment of angle, the change of width, the appropriateness of length, the proximity of shops, the change and order, the change of core and space, the setting of loop and so on.

Dynamic line of vertical passenger flow: Compared with plane passenger flow, the setting of vertical passenger flow is relatively simple. In fact, only three factors, form, quantity and location, should be paid attention to. Form refers to the installation of escalators, vertical sightseeing elevators, ramps, ordinary stairs and personalized stairs, such as cantilever stairs. In addition, the forms also include whether they are parallel or cross, whether they are straight stairs, double stairs and spiral stairs. Quantity refers to the number of elevators, etc. Location refers to the specific location of each vertical traffic facility on the plane.

Vertical moving line is of great significance in internal moving line planning. For example, the setting of sightseeing elevators can increase sightseeing and interest. Generally, sightseeing elevators and escalators are set in the most obvious position after entering the shopping mall, which is part of the landscape seen by consumers, and consumers can also see how to get up at a glance. In addition, the vertical channel can digest the dead angle formed by the plane moving line. Furthermore, entertainment, catering and other formats with special business hours (late at night) need to set up vertical transportation separately to meet the particularity of their formats.

In some shopping centers, there are escalators that directly span several floors. This kind of escalator should be set according to local conditions, and the needs of the format and its impact on space should be considered comprehensively. In previous projects, vertical sightseeing elevators and escalators were added to improve the accessibility of mobile lines.

What are the misunderstandings in the moving line design of shopping malls? How to pay attention? The shopping center itself has a short moving line. Artificial planning and design or the pursuit of the so-called "curve moving line" effect will often lead to inefficient shops because the curvature is too small, and if the curvature is increased for this purpose, it will cause irregularities, which is not worth the loss for the later opening operation. The following leaders will introduce "six design misunderstandings of shopping centers" for everyone, hoping to bring you help!

1, parameter high value

The development of commercial real estate shopping center is different from residential "buyers and users", and commercial real estate shopping center is oriented to both merchants and consumers. Therefore, in the early planning and design, we should not only consider the differentiated needs of future tenants, but also deeply analyze the psychological feelings of future consumers on space. Leading commercial space designers found in their practical work that more and more shopping center developers began to pay attention to the early planning and design, which should have been advocated, but it is worth noting that all commercial real estate enterprises now require designers to adopt "high standards" in details such as access and height. This "high standard" is usually conducive to positioning high-end and building high-quality property hardware, but it is also necessary to adjust measures to local conditions in specific operations to avoid "overcorrection" and limit the commercial value of the property.

2, inefficient big square

As an important node of introducing indoor and outdoor people flow in shopping center planning, the square not only plays the role of enriching visual changes and sublimating wandering experience, but also can be arranged in its relatively open space to achieve the purpose of concentrating people flow. The author found that many projects plan the square area very large, which looks very imposing, but the details are very extensive, and there is no function for people to stay, let alone attractive. Such a square is a square that can only be seen, and its efficiency is very low. In fact, the business square doesn't have to be big. The key is to have a "functional" design that can attract people to gather, participate and use here. In the specific planning, we can consider dividing a big square into several Little Square with different themes and different functions, so that each Little Square has a unique attraction, which is connected with the commercial street like a pearl and can drive the flow of people in the block.

3, transparent but messy facade

Based on the needs of external display, shops facing the street will be more favored by brands. In order to meet the needs of merchants, more and more shopping centers now make the facade close to the main street transparent, so that the brands stationed here can be displayed through the facade. This approach seems to fully explore the commercial value of the project, but in fact it may have adverse effects. The facade of a shopping center, like a person's dress, is an important part of conveying taste characteristics and attracting consumers' attention. A fresh and creative facade image will greatly enhance customers' goodwill and glow with positive attraction. If every pane of glass is covered with promotional pictures of different brands, the overall facade looks like an irregular "painted face", giving people the impression of "low quality" and damaging the value of the shopping mall.

4. Depressed high-rise buildings

Based on the location advantages of shopping centers in the past, many international brands could not settle in because of the height of floors, which restricted their value. In order to avoid repeating the same mistakes, all new shopping center projects in China have started to develop to "high" floors. For a high-quality commercial property, a reasonable height is necessary, but the choice of height must also be comprehensively considered in combination with factors such as project positioning, consumer psychology and planning indicators. Simply seeking "high" may also bring disadvantages to the project. Usually, for high-end projects, there can be a high level of reservation, which is in line with the opening needs of the corresponding brands and consumers' preferences for space experience; For popular shopping center projects, just reserve a reasonable height. For the public, the relatively small-scale space that is not easy to be watched will make them feel comfortable, just like the lobby of a high-star hotel will put pressure on them. And the top of commercial real estate will also make them feel "expensive, indifferent and depressed". Moreover, the high-rise of commercial real estate will inevitably lead to high development and construction costs. Therefore, the higher the height, the better.

5. Black hole in atrium on the first floor

How to improve the customer arrival rate of underground and high floors is a big challenge that the shopping center operation team needs to face in the early planning and design. In order to achieve the best results, we should think about how to conceive and motivate people to move up or down as much as possible. Nowadays, in order to enhance the value of the first floor, more and more shopping centers or complexes have adopted the planning and design scheme of "atrium expanding downwards", that is, the atrium extends directly from the high-rise to the first floor or even the second floor, so that customers who step into the first floor can easily see the shops on the underground floor and attract them to step down.

This seems to be no problem on the surface, but it may actually cause risks to the shopping center. Therefore, the author thinks, don't copy indiscriminately, be careful. Because the first floor often represents the image of the shopping center and is also the key point to create a business atmosphere, when the first floor is connected with the negative floor through the atrium, the current first floor loses the area that could have formed a "Little Square" and the opportunity to create a business atmosphere with the help of this "Little Square". When customers entering the first floor of the mall arrive at this atrium, they will see the "empty" space going up or down, which will easily lead to the feeling of lack of popularity, which will form a negative incentive for them to act, thus affecting the vertical three-dimensional traffic flow organization of the mall and further affecting the overall operation effect of the mall.

6. Curved and unhelpful paragraphs

At present, the internal moving lines of large commercial complexes in China are almost more and more curved, even slightly curved. Admittedly, compared with straight channels, curved channels usually have advantages in the following two aspects: First, the total length of equidistant separation curves is longer than that of straight lines. Therefore, for each brand store, the curved channel can provide a larger display surface for adjacent channels. Secondly, the visual experience created by the straight curved channel is rather boring, mainly seeing the empty channel itself and the distant end, while the curved channel can introduce more shops into the visual range with the help of radian, creating a rich visual and interesting walking experience. Although the curved channel can bring many benefits, it is not universal in all cases, and the moving line of the curve is generally more suitable for projects with long channels.

How much terminology do you know about commercial real estate? 1

business circles

Refers to the radiation range of a retail store that is centered on its location and expands along a certain direction and distance to attract customers. Simply put, it is the geographical scope where customers come to the store to live.

2

Format direction

According to the local market situation and the scale, area and property status of commercial projects, we will conduct business positioning and market positioning, and scientifically determine the business form and target market of the project.

three

Floor positioning

According to the area, shape and number of floors of commercial projects, the commodity business category, area and location of each floor are reasonably determined, and the supporting facilities and distribution of each floor are determined.

four

environmental design

Design the indoor space, lighting effect, business atmosphere, shopping environment, facade, square, window and advertising space of commercial enterprises.

five

Fire compartment

In buildings, partition walls with good fire resistance are used to divide the building space into several areas.

six

Moyanwan

By setting smoke-blocking facilities, the smoke is controlled within a certain range, so that it can be discharged through smoke exhaust facilities, ensuring the safe evacuation of personnel and the smooth progress of fire fighting and rescue work.

seven

storefront

It is the overall physical appearance of the shop building itself, including the shop signboard, entrance, window, shop size and height, building materials and so on. Merchants present the most basic image to consumers through doors.

eight

counter

Counter is the equipment used by sales staff to display, measure, package and sell goods, as well as customers to visit and select goods. The counter is either completely used to display goods, or the upper part is used to display goods and the lower part is used for storage.

nine

storage rack

Shelves are facilities for shop assistants to display goods and store a small amount of goods on the job site.

10

cortile

It refers to the public activity space of large and medium-sized comprehensive shopping malls, especially large shopping malls, which has a lasting spatial form.

1 1

axis

Refers to the vertical space in the shape of a well (including pipes, ventilation and cables).

12

Workshop cutting

It is a term used in the planning and design of shopping center format. Divided into several units on the floor plan for merchants to rent.

13

traffic line

In commercial real estate, moving line refers to the trajectory that the layout of shopping malls makes customers walk and shop naturally, and it is the route that customers flow in shopping malls. Good dynamic design can induce customers to buy goods smoothly in the store, avoid dead ends in the store and improve the efficiency of the store. Moving line design is particularly important for shopping centers, hypermarkets and supermarkets. Moving lines are divided into active lines and auxiliary lines. The main line is generally greater than 2 to 3 meters, and the secondary line is generally less than 2 meters to 1.2 meters.

14

Channel; one passage

Divided into main channels and auxiliary channels. The main channel is the main line to induce customers' actions, and the auxiliary channel refers to the tributary of customers' activities in the store. Good channel setting can guide customers to visit every corner of the store and touch all the goods according to the natural trend of design, so as to make the most effective use of the store space.

15

Depth chamber

Building depth refers to the actual length of a detached house or residential building from the front wall to the back wall.

16

Floor height

Usually refers to the distance between the lower floor or the floor and the upper floor.

17

Strong and weak current

Refers to more than 220v or less than 36v (not safe voltage or safe voltage).

18

Water supply and drainage

(The above answers were published on 20 17-05-22. Please refer to the actual situation for the current purchase policy. )

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