Can immersive experiences save shopping mall traffic?

　　Our reporter Ma Jing intern Deng Bichuan

　　The entrance is surrounded by fog, and there is a cave inside.

Recently, a "Peach Blossom Garden" opened into a Beijing shopping mall, becoming a new check-in place for Internet celebrities.

In this ancient-style immersive neighborhood, citizens can not only rent Hanfu to check in and take pictures, but also play script kills and taste various snacks.

The "Xifanli" transformed from the Wudaokou clothing market has transformed the entire mall into a large-scale script killing carrier. In the mall, "one scene at a time", people can play script killing while shopping.

However, the creation of such immersive scenes is not always successful. How to attract young people to patronize and continue to create a sense of freshness tests the insight of merchants.

　　Retrofit and upgrade

　　Shopping mall food generation turned into "Peach Blossom Garden"

　　"When I come here, I will think of Tao Yuanming. I didn't expect to be able to visit Peach Blossom Garden in shopping malls." In the newly opened Guofeng immersive block "Peach Blossom Garden" on the 5th floor of Shuangjing R&F Plaza, customer Xiao Ling and her girlfriends changed into Hanfu. , taking pictures in front of different scenes, the thick ancient scenes make them seem to have traveled to the ancient market.

　　In the past, this was the Dashidai Food City, where diners came in a hurry just for a quick meal.

After the renovation, a two-story Taohuayuan-themed block was unveiled.

The block combines real scenes with light and shadow, pink peach blossoms bloom on the branches, and various shops have also carried out antique designs.

At the entrance, visitors can rent or buy Hanfu, as well as make up and look.

In a typography shop, the clerk explained the principle of typography while operating the machine.

In another store that sells jewelry, tourists can experience the on-site experience of opening mussels to get pearls. The pearls obtained by opening the mussels can be taken away directly, or they can be made into jewelry in the store.

At the same time, there are also shops selling various snacks in the block.

　　Many tourists came to kill for the script.

After purchasing the script, visitors can find relevant scenes according to the prompts, and during the game, they can find clues and complete the script by interacting with non-player characters in the game.

These non-player characters are played by regular actors in the block, who wear special costumes and are distributed throughout the block.

　　During the game, players involuntarily enter the world of "Peach Blossom Land".

"Walking in is like being in a peach blossom garden, and the actors are very involved in the play and their acting skills are good." Ms. Zhu said after the experience, "I felt a sudden realization after the game was over."

　　step by step

　　Solve crimes while shopping

　　Compared with the transformation of some areas in Shuangjing R&F Plaza, the "Xifanli", which was upgraded and transformed from the Wudaokou clothing market, has undergone a drastic change.

Here, popular elements such as script killing, animation, and e-sports are introduced, and an immersive experience space is created through thematic scene layout.

The entire mall is the carrier of large-scale script killing "Dreamland". There are many interactive points in the public area of ​​the mall. On weekday afternoons and weekends, there are live actors on duty to complete the script killing together with players.

　　The reporter came to the mall, and after the guidance of the staff at the entrance, after obtaining clues and corresponding identities on the WeChat public account, they started the game.

According to the clues, the reporter found the key actor "Yakov" in the first level after looking around in the mall.

You need to interact with him in the game here. If you succeed in the challenge, you can get the clues for the next level. Otherwise, you have to challenge again.

While playing games, customers can also visit various stores.

Medieval collection shops, hand-made fashion shops, coffee shops... Different shops have also created various themed scenes, which are suitable for taking pictures and punching in.

　　Uneven heat

　　Internet celebrity check-in places need to upgrade consumer content

　　In the Beijing area, the Pingguo Bureau of Wangfujing Department Store in 2019 opened a precedent for immersive scene experience.

As the first immersive experience space in old Beijing, it has created a scene with fireworks, and visitors can experience the hutongs of old Beijing.

While visiting for free, customers can spend at pastry shops, snack bars, photo studios, and markets.

The reporter visited again recently and found that although there is no lively scene when it first opened, there are still many customers who come to experience it.

The reporter noticed that Pingguo Bureau has also opened a branch, and a Pingguo Bureau pastry shop has opened in Beiyuan. There is no scene experience here, and it mainly sells Chinese desserts.

　　Located on the 5th floor of Easyhome Home Living Museum on the West Third Ring Road, an old Beijing-themed block was also built, which was unveiled in February this year.

Non-staple food stores, shoe repair stalls, video halls... Although various old objects have also been introduced here to restore the scene of the old Beijing Hutong, the reporter found during the weekend visit that there were very few tourists who came to visit.

"There were several stores in the block, but business was down and many were withdrawn," said a businessman outside the block.

　　Shopping malls have introduced immersive experience blocks. Why have some become Internet celebrity check-in places, while others have become deserted?

Lai Yang, chief expert of the Beijing International Business Center Research Base, believes that immersive experience is a trend in future business, but it needs to be original, not a simple copy of the same business format, and it must also match the commercial space where it is located.

　　When the reporter visited, it was found that the current passenger flow in Taohuayuan and Xifanli is mainly concentrated on weekends, and there are not many passengers on weekdays.

However, actors will also be employed during the working day, and the personnel cost is relatively high.

Can the script kill the future continue to bring fresh passenger flow?

Everything remains to be seen.

　　Lai Yang said that immersive experience needs to be effectively integrated with consumer content in order to generate revenue and achieve sustainable operations.

The introduced brand needs to be the content that the target audience really likes, rather than a mere formal business combination.

"The immersive experience blocks that will continue to emerge in the future will continue to upgrade consumer content while creating scenes."