Commercial street planning

Article 1: Commercial Street Planning

Foreword

×× Square Commercial Pedestrian Street is the chief commercial district of the southern section of South Street. After the completion of the first and second phases of the project, the commercial building area will reach 20,000 square meters, with 120 large and small storefronts, becoming an integrated commercial district integrating shopping, leisure and office. At present, the first phase of the commercial street has just opened, the store occupancy rate is low, the merchants of the commercial street

The industry atmosphere is cold, and the enthusiasm of merchants to settle in is not high. According to the survey, among the 65 shops in the first phase of the commercial street, the current occupancy rate is only 52.3%. Nearly half of the shops are idle for rent; 7 of the settled merchants are seeking sublease, leaseback or diversion. This situation has not only adversely affected the continued leasing and leasing of the first-phase stores, but also brought potential threats to the pre-sales and sales of the second-phase stores.

Therefore, we must take effective measures to stir up the commercial atmosphere of the first phase of the commercial market, vigorously enhance its commercial value, enhance the investment confidence of the owners and merchants, and use this to drive the sale of the XX second-phase stores. In view of the imminent task of creating a commercial street atmosphere and rapidly generating popularity, this case will mainly plan how the XX Commercial Street will break through the commercial status quo and form a strong popularity.

First, the background analysis

The ×× Phase I Commercial Street is located on the bank of the Weihe River, in the city's commercial center, just a stone's throw from the bustling South Street. Such a commercial street with a "diamond-class" market, why is it difficult to "hot" at the moment? Before we come up with a planning plan, we must first conduct research and analysis on this, in order to find the right "drug". According to the investigation and analysis, the XX commercial pedestrian street mainly has two reasons: “innate” and “acquired”.

, commercial street design "congenitally insufficient"

1. It is difficult to engage in big activities in the Grand Plaza. Pedestrian Street North Square 扼×× Street, XX Road Interchange, west of the five-star hotel, originally belonged to the most attractive to the public "eyeball", the most suitable for the large-scale business stage, can continue to inject popularity into the commercial street. Since the "dry fountain" and "simple flower bed" of the square were designed from the perspective of the landscape, and the commercial value of the square was not taken into account, today's squares are difficult to play the role of gathering people and absorbing large-scale activities. The square is not hot, and the commercial street is naturally cold.

2. "The rockery" has become a stumbling block. The “rockery landscape” at the south entrance of the pedestrian street has no ornamental value and traverses the center of the road. In fact, it has become a stumbling block that hinders visitors from entering the inner street. In addition, the steps at the south entrance are not in line with the flat requirements of Shangjie Street, nor do they consider humanized ground design such as disabled people and blind passages.

3. The commercial function of the internal and external street connection channels is missing. The three passages leading to the inner street from XX Street are really a failure in terms of commercial function design. According to the layout requirements of the commercial block, the main roads and the auxiliary passages on both sides of the block should be storefronts, so that the blocks form a row of shops. This not only can effectively attract customers to shop, easy to generate and gather passengers, but also to maximize the utilization of land resources, like Shanghai Yuyuan Commercial Street, there are shops on the road, every inch of land and silver. Regrettably, the XX external street leads to the three channels of the inner street, and the two are the “secure lanes” without any shops. The customers can't see the commercial atmosphere at the street, and they don't even know that there are inner streets. The passage between the first phase and the second phase is also due to the fact that there is no design storehouse on the south side of the first phase of the building. The customers walking on the south street do not see the commercial atmosphere of the street and stop here.

4. The design of the green belt on the side of the XX Street was too long, blocking the store door. Many customers entered the store and therefore had to travel around a large circle, so they gave up the purchase motive and led to a light business in the street shop.

, business street planning "after-day dysfunction"

1. XX Square Commercial Street is in the core business circle. In today's market competition, special emphasis is placed on individualization. Commercial streets must have their own “soul”, namely strategic positioning and business theme. The earliest position of ×× Square Commercial Street is “×× Street”, and later positioned at “×××” 17:00—21:30

2, open-air movies:

June 12, 20:00 - 22:00

3. Food Show:

June 12th - June 28th

Note: In the event of performance activities and open-air movies, if there is light rain, the activities will continue as usual; in case of heavy rain, the day will be extended.

Third, the event location

1. Performance stage:

Commercial street entrance in front of the fountain.

2. Food Show:

1) Special booth:

▲ 4 commercial street down street:

▲ 2 commercial street streets:

2) Standard booth:

▲ 30 commercial street downstairs;

▲ 20 commercial street streets;

Fourth, the overall idea

1. The event should create an atmosphere of the scene, embodying the theme of carnival, warmth, passion and romance; and have an activity theme every day;

2. The activity should conform to the appetite of the target consumer group and attract the audience to interact and participate;

3. The activity setting should consider the interaction and participation of the audience;

4. Activities should reflect the characteristics of the Caribbean, especially the characteristics of the wedding economy;

5. Activities should be combined with the water world and real estate promotion, mutual promotion and complementary advantages.

6. Event prizes must be combined with water parks and businesses.

V. Market analysis

1. Haichang Caribbean's own analysis

To promote the signs of Haichang Caribbean Commercial Street, we must first understand what is characteristic of the Caribbean. What is the core value of the Caribbean brand? How to position the Caribbean?

On the one hand, it is analyzed from the name of the Caribbean. When it comes to the Caribbean, the first thing we think of is the sea, and the second is the pirates. The sea reminds us of the mystery of the sea, the magnificence of the sea, the surging of the sea; the pirates remind us of mystery and madness;

On the other hand, from the analysis of the Caribbean business format, Haichang Caribbean has built four industrial chains, including “tourism economy”, “leisure economy”, “marriage economy” and “convention economy”. A large part of the purpose of people's "tourism" is to understand the unknown world; and "wedding" is definitely a "romantic" cause; the purpose of people's "leisure" is to relax, unrestrained, and happy.

To sum up, from the above two aspects, our characteristics for the Caribbean can be summarized as follows:

"mystery, romance, joy"

Therefore, we can determine the core value of the Caribbean brand as: "mystery, romance, joy"

2. Consumer analysis:

Second, we need to analyze consumers. Consumer analysis includes consumer source and consumer characteristics analysis:

1) Consumer Source:

▲ Visitors to the water park;

▲ tourists who visit Nanshan;

▲ Visitors to Nanshan Farm Holiday Resort.

▲ Residents near Nanshan.

2) Consumer characteristics:

Young people, mainly car owners, ages 18-35, especially couples, newlyweds, and young parents with children. They are generally highly educated, have a fixed job or a stable source of income, live ahead, have a wide range of interests, accept new things fast, pursue novelty, romantic, and adventurous challenges.

Therefore, the target consumers and the Caribbean brand's core value "mystery, romance, joy" is consistent, which also shows that the Caribbean brand positioning is accurate.

3. Market environment analysis:

Internationally, the 14th of every month is Valentine's Day, but the meaning of each month is different. On June 14th, this day is "Kiss Day Kissing Valentine's Day", a kissing Valentine's Day.

Therefore, we consider this event to set a theme around "Valentine's Day" to strengthen the Caribbean "marriage economy". Thereby building the core of the Caribbean brand and establishing a differentiated brand image in the Caribbean.

Moreover, we suggest that the Caribbean can carry out a series of activities around "Valentine Day" on the 14th of each month. Deepen consumer awareness and understanding of Caribbean brand personality.

Sixth, the theme of the event

General theme of the event:

"Carnival in the Caribbean, burning the commercial street"

Activity sub-theme:

We envisage defining a theme of activity every day during the three-day event, and interpreting the characteristics of the Caribbean from different angles.

1. The first day of the event theme:

"Mystery Caribbean"

The sea is mysterious, and the Caribbean near Bermuda is even more mysterious. With the ghosts of the Caribbean, the Caribbean has always had a mysterious color in people's minds.

Performances create a mysterious atmosphere through magic, acrobatics, interactive activities through treasure hunt. At the same time, unveil the mystery of the Caribbean.

2. The next day's event theme:

"Romantic Caribbean"

The people living by the sea are born to be romantic people. At the same time, the “marriage economy” created by Haichang Caribbean Commercial Street is also a romantic undertaking, so “romantic” is in line with the positioning of the Caribbean commercial street, and through activities can deepen people's understanding of the characteristics of the Caribbean commercial street.

Performances are sung through love songs, wedding catwalks, interactive shows through the Cupid arrow to reflect the romantic feelings.

3. The third day of the event theme:

"Carnival Caribbean"

The passion of the Caribbean is a passion for the dance, and the dance is regarded as a necessity in their daily life. Carnival is their most important festival. Everyone will enjoy the dance and carnival during the festival. Therefore, "carnival" is also one of the characteristics of the Caribbean. At the same time, put "carnival" on the last day, you can push the event to the final climax.

The performances were performed through exotic dances, laughter performances, and interactive activities to turn the scene into a sea of ​​joy.

Seven, the event arrangement

Theme activities:

The theme activities are the highlights and tipping points of the event. The requirements of the theme activities are creative and innovative. The audience is highly engaged, the citizens are highly concerned, the social influence is great, the media is easy to hype, the word of mouth is spread, and the theme activities should be reflected. The Caribbean's personality, the display of Caribbean characteristics, the core of the Caribbean brand, the rapid promotion of Caribbean awareness through thematic activities, and the creation of a personalized brand image of the Caribbean in the public mind.

To this end, we have planned four activities, from which three are identified, one for each theme event.

1. Creative Kissing Competition:

June 14th is "Kiss Day Kissing Valentine's Day", the day of kissing. This day in the Caribbean to engage in creative kissing contest, it can be said that the time, the location, the people and the people are all occupied.

1) Event theme: "Love you forever"

2) Overview of the event:

Pre-hype:

Publish event messages on the Internet and other media in advance, and hype the event, and invite everyone to sign up.

Sign up:

The registration is arranged by phone, online and on-site, and the competition is arranged according to the registration.

game

The competition takes place at the event, mainly the idea of ​​kissing, including posture, movements, props, costumes, etc. The whole event was recorded and placed online.

Selection:

On the same day, the judges ranked the first place on the day, and then three days and three pairs of the first couple's kissing photos were put on the Internet. The netizens voted to select the most creative kissing star, rewarding 2614 yuan.

reward:

Kissing Star, reward 2614 yuan, the first prize of 1426 per day.

2. Declaration of love

1) The theme of the event: "There is love to say it"

2) Overview of the event:

Pre-hype:

Publish event messages on the internet and other media in advance to hype the event.

declaration:

The declaration was presented to the audience on the spot by the participants themselves, and the declarations of each participant were recorded.

Awards:

The declaration of each participant was put online, and the most popular declaration was voted by netizens, and a grand prize of 3,000 yuan was awarded.

3. Multinational collective weddings and the big show of marriage customs in various countries

1) Theme of the event: "Love has no national boundaries"

2) Overview of the event:

Pre-hype:

Publish event messages on the Internet and other media in advance, and hype the event, and invite everyone to sign up.

Sign up:

Scheduled weddings by phone, online and on-site, according to the registration

Weddings hold wedding celebrations at the event site. Wedding ceremony is held for each couple according to the customs of their country. It is also a big show of marriage customs in various countries, allowing the audience to appreciate the wedding customs of different countries and different nationalities.

reward:

Each couple can get a "true love life" free wedding ceremony, "Happy Life" free tour water park, "warm life" half-price wedding photos, "happy life" half-price wedding banquet, "romantic life" wedding camp.

4, the world classic wedding custom reality show

1) Theme of the event: "Love has no national boundaries"

2) Overview of the event:

Early publicity:

Publish event messages on the internet and other media in advance to hype the event.

Wedding reality show:

At the event, we selected three singular weddings on three continents: wedding ceremony in accordance with the customs of the region, allowing the audience to experience wedding customs of different countries and different nationalities.

▲ Caribbean wedding show

▲Southeast Asia marriage show

▲ African marriage show

Interactive activities:

In addition to the theme activities, there are a number of interactive activities to enrich the content of the event, increase the interest of the audience, and mobilize the atmosphere. 5-6 interactive events are held every day, and the event is new every day, not repeated.

1, treasure hunt

Treasure hunt is one of the most popular things for pirates. We often see pirates in the movie based on a treasure map and hunt for treasures. This activity is based on this.

Some treasure maps are hidden in the commercial street. Different treasure maps represent different prizes. The host announces the start of the event, and the audience can go to the commercial street to find it themselves, and find the treasure map to receive the prize. Through the activities to create a mysterious atmosphere, while the audience in the process of seeking to deepen the comprehensive understanding and understanding of the commercial street.

2, shot cupid arrow

Cupid is a symbol of love. This is familiar to everyone. Young people in love are hoping to use the Cupid Arrow to shoot their loved ones. This activity is designed for them, and young people who are in love will be eagerly awaited.

On the podium, use the KT board to make a heart shape. The KT board is composed of a number of small squares that can be flipped. Each small box is a portrait of a beautiful woman or a teacher. Each head is marked with a prize, and the audience is used on the stage. Cupid arrow shoots a beautiful woman or a handsome guy. When the shot is turned over, when the small square flips over, what is the prize?

3, shoot pirates

Currently playing CS is very popular among young people, and the shooting game industry is the favorite of young people. This activity is an activity of shooting with a water gun. “Water” reflects the characteristics of the water theme park.

On the podium, use a wood board to make a pirate ship model, and make some pirate models on the ship. Each pirate model corresponds to a prize. The audience takes the rifle with a water gun and shoots a pirate model, and gets the corresponding prize.

4, explore

The Caribbean is mysterious, people want to explore her mystery, and guessing riddles is also a secret. We compiled Haichang, Caribbean real estate, water park and other related content into riddles for tourists to guess, let visitors explore the secrets of the Caribbean and give visitors a deeper understanding of the Caribbean. Moreover, the participation in the quiz activity is high, and it can have a good effect on gathering popularity.

At the same time, we used a Caribbean-style paper note to hang the riddle and hang it on both sides of the entrance to the commercial street. It can also play a role in setting off the atmosphere. Create a festive atmosphere.

5, "Caribbean Magic"

Invite 9 spectators to take the stage 3 times and play the magic theme interactive magic with the magic show

1) Love magic big roulette

Five spectators were invited to the stage, and the table was enlarged to rotate the wheel. There were 6 paper bags on the wheel. One of the paper bags contained big nails. After rotating the wheel, no one knew which paper bag the nail was in. The audience chose Without a nailed paper bag and photographing it, people who are loyal to love will not be punished by God, and those who betray love will pierce your palm, so thrilling love test game, do you dare to play? ? The moderator cooperates with the provocative words to match the game.

2) Love lucky star

Invite a female audience to the stage, a lucky heart in the hands of the magician. One in the hands of the audience, open the palm of the hand, both hearts are in the hands of the female audience, and then the magician will turn two hearts into one, the representative love is two hearts and hearts, forever concentric)

3) A happy family

Invite a family to go to the stage, the magician will let a family of 3 people choose a card, then the color of the card chosen by Dad, such as the number of cards selected by the mother, such as 3, and the card selected by the child must be Will it be? 3, because the genes of Dad and Mom have created the children together, this is the magical magic world)

Temporary 3 interactive magic, live performances can be added or deleted according to the audience response and time conditions.

7. How much is known about African marriage customs?

After introducing the African wedding customs, the host invited 20-30 spectators to come on stage. The pirate-shaped staff took out the YES and NO placards. The host asked questions, the audience chose the answer, the wrong person was eliminated, and the correct one was selected. In the next round, the last three won the event prize and the participants received souvenirs.

8, "The Temptation of the Jungle"

Five actors on the scene performed a hula dance, invited 20 spectators to come on stage, and one of the five actors was an actor. After the dance was completed, 20 spectators stood by the actors who thought they were actors, and the guesser entered the next round. The guess is eliminated, the guesser imitates the hula dance, the champion cheers out the winner, the event prizes, and the rest of the participants' souvenirs.

9, "Find the love of a lifetime"

A single male audience was invited to the scene, and the host interviewed his request for the opposite sex. Then, according to his request, he found a female audience meeting the requirements and participated in the interaction.

10, "Cute Clown Show"

The lovely and exotic clowns are wonderful, funny and interactive, and invited 3 spectators to come on stage to interact with the clowns.

11, children's Latin dance imitation show

Two Latin dancers invited 10 small audiences to play, the small actors acted, the small audience imitated, and the three best performing small audiences won the prize, and the rest participated in the small audience to get the souvenirs.

12. Guess the song:

Choose a few viewers to go on stage and play a song. Whoever guesses the song name or the artist name first wins the prize.

13, guess things:

Select a few viewers to come to the stage, the host describes the same thing, in the process of the host's description, if someone guessed it can answer, guess the prize, if not guess, the host continues to describe, everyone answered, until guessed .

14, one-legged wife:

Choose a couple of couples to go to the stage, let the boys carry their feet on the ground or hold the girls, and stick to the longest win.

15, love songs to sing:

Choose a couple of couples to come to the stage, the host said a word, such as "love", please sing a love song containing the word "love", then the second team will sing, but can not repeat, can not sing, then step down, insist The last award.

16, pig eight ring back daughter:

Each time I choose 2 couples to come to the stage, standing at the end of the stage, the host said that the beginning, the man's back on the woman, ran to the other end, and bypassed an obstacle and ran back to the starting point, first ran back to win.

17. Step on the balloon:

Several spectators took the stage, and the staff tied several balloons to each person's feet. The host announced that the game started. The players had to work hard on the balloons on the feet of other people, and they wanted to protect the balloons on their feet. Being stepped on by others, the host called the stop, and whoever had more balloons on his feet won.

Literary performances

1, magic show;

2, national love songs singing;

3. Exotic dance;

4, Latin dance performance

5. Street dance performances;

6, DJ performance;

7. Instrumental performance;

8, wedding show.

9, car technology show

10. Street basketball performance

11, the ball performance

Open air movie week

At 20:00 on June 12th, the open-air movie "Pirates of the Caribbean" was inserted into the advertisements of Caribbean and commercial street merchants before and during the opening of the open-air movies to deepen the audience's understanding and understanding of the Caribbean and various businesses.

Promotional program

1, business self-media

During the show, the host interspersed with the Caribbean merchants to introduce themselves, introduce themselves, introduce their own businesses and products, let the audience know and understand, promote the business through the Caribbean activities, improve the visibility of the business, and enhance the confidence of the business.

2, knowledge answer

Every day during the show, the host interspersed with the relevant content of the Caribbean, and then asked questions. The audience on the spot answered the questions, answered the prizes, and answered the knowledge to make the audience understand the Caribbean more deeply and at the same time active the atmosphere.

Eight, event prizes

Event prizes should consider the interests of merchants and water worlds, promote the sale of merchant goods and water world tickets, and increase their enthusiasm and participation.

1. Merchant vouchers:

You can use vouchers to buy goods on the spot, so you can combine activities with commercial booths to stimulate consumption and be welcomed by merchants.

2. Water World Tickets:

Such as free tickets, halving tickets, etc., this will combine activities with the water park, to stimulate visitors to the water park to play, welcomed by the water park.

3, other small gifts:

4. One or two grand prizes for daily interactive games to enhance the enthusiasm of the audience.

Nine, event organization

In order to do a good job in this activity, our company has set up several working groups to invest in this event. At the same time, I hope that your company will also set up a corresponding working group to cooperate with the work.

Chief commander:

1. Planning design team:

Team leader:

member:

Job responsibilities:

▲Program writing;

▲ copywriting;

▲ graphic design;

2. Performance group:

Team leader:

member:

▲ programming

▲ activity design;

▲ Performance team organization and management

▲ on-site control

3. Site layout group

Team leader:

member:

Job responsibilities:

▲ stage construction;

▲ truss construction;

▲ props production

▲Other arrangements;

▲ water, electricity

4. Logistics team

Team leader: Sun Qin

Member: Bai Li

Job responsibilities:

▲Life arrangements

▲ material purchase;

▲ Prize preparation

▲Logistics service

5, security group

Focused on Caribbean preservation.

X. Event site layout

Arrangement principle

1. The layout design of the site should be grand and atmospheric, creating a festive and warm atmosphere;

2. The layout design must be creative, innovative and attractive;

3. The layout design of the site should reflect the characteristics and style of the Caribbean and reflect the cultural connotation of the Caribbean;

4. The whole layout design should conform to the visual identification system of Haichang Group and Caribbean Real Estate, reflecting the brand image of Haichang Group and Caribbean Real Estate; highlighting the strength of Haichang Group and Caribbean Real Estate;

Arrangement strategy

The site layout reflects the "three characteristics": "safety, novelty, uniqueness"

1. From the perspective of safety, do not use live facilities, such as inflatable arches, inflatable gas columns, etc.;

2. From the perspective of novelty, adopt novel facilities such as auspicious columns, windmills, and sail flags;

3, from the perspective of uniqueness, to create a unique shape with Caribbean characteristics, reflecting the Caribbean's personalized features. Such as the background shape of the sailboat shape.

Layout range

The scope of this event mainly includes:

1. Food Showroom:

Only standard booths are designed.

2. Stage and background

3. Commercial street roads are on both sides.

Layout content

1. Food Showroom

The food exhibition room is designed in a unified way, unified production, uniform shape, unified image, and the height can not block the back of the store.

1) Skeleton:

Built with professional truss, the size is 3*2m, such as the shape of the sail.

2) Four weeks:

High-precision spray painting surface, exquisite and elegant.

3) Brow:

High-precision spray painting surface, beautiful and generous.

4) Ceiling:

Made with inkjet cloth, beautiful and beautiful.

2. Stage and background

1) Reasons for setting up the stage

▲Because the streets of the Caribbean commercial street are narrow, it is not suitable for scattered performances in the street. Only the square at the entrance has the conditions for performing performances. At the same time, the concentrated performance is conducive to gathering popularity.

▲Because this time is mainly interactive activities, such as no stage, one is inconvenient for interactive games, on the other hand, it is not conducive to viewers;

▲ Build a stage with a distinctive shape that can be used as a visual focus to attract the attention of the audience;

2) Stage construction:

▲ Stage: built with wooden base layer and red carpet; the wood board in front of the stage is made into the shape of the waves, and the surface is painted with high precision.

▲Background: It is the shape of a sailing ship.

The background board is composed of four sails, the front side is a large one, the left side is a small one, and the right side two pieces are slightly larger than the left side. The wooden structure under the sail is made into the shape of the ship, painted; and the lifebuoy and other supplies are placed to reflect the realism of the ship.

3. On both sides of the commercial street road

On both sides of the commercial street road, use the water flag, the sail flag, and the hanging flag to create an atmosphere.

1) Water injection flag:

The water injection of the base, the tarpaulin banner, and the high-grade specifications reflect the strength of the Haichang Group.

2) Hanging flag:

A specially designed two-sided photo frame highlights the image of Haichang.

XI. Expense budget

slightly


Chapter 3: Commercial Street Planning

One time schedule:

December 29th to January 1st

Second event location:

Sunshine Community along the street and the Agricultural University Campus

Three organizers:

Shanxi Agricultural University Student Union

Four event topics:

Shopping makes life more exciting

The purpose of the five activities:

Create a good sales market for emerging commercial streets and provide a good consumption orientation for college students. Sunshine Community is located in the center of the city. As an emerging commercial street, it has a great geographical advantage. In many respects, the Sunshine Community is located in the middle of the Nongda Campus and the urban area, and the regular residents of the community are quite large. The potential for further development, so we should work hard on the gathering of people. With the coming of New Year's Day, we will create a benign sales atmosphere in the Nongda Campus and the community along with street performances and promotions. We will focus on the popularity of the whole block, taking into account department stores, non-staple food, catering, clothing, cosmetics, hairdressing and entertainment. Activities and coordination, to achieve the purpose of taking into account the overall focus of the overall situation. Try to activate the name of the Sunshine Community Commercial Street in a large area, to promote the popularity of the neighborhood, show the new business format, raise the public's attention to the commercial street, stimulate the operation of the new business, and enhance the confidence of the business owners in the future development of the commercial street. In the shortest possible time, improve the strength of the commercial street and explore better ways to plan activities in the future.