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Global Shopping Center To See Bangkok? How To Look At Its Scenario Creation
- Oct 19, 2018 -

From the core business TERMINAL 21 to the community-based business CentralFestival EastVille, and the director of the Jun Commercial Retail Research Center, Ding Wei spent nearly two months carefully scheduling a week-long Thai business trip. In his opinion, if there is a ranking in the city malls around the world, Bangkok will be the first in his heart.


Thailand's economic strength is not developed. It is reasonable to say that commercial nature is difficult to have a particularly attractive attraction, but why would he have a soft spot for Thailand's shopping malls? What are the engines behind the rapid development of the Thai shopping center?

High population concentration, land privatization, government commercial subsidies


Ding Wei told the "Cosmeceutical Financial Review" reporter: First of all, the concentration of population in Thailand gave the basic conditions for the development of retail business. Thailand's e-commerce is less developed, and consumers are more inclined to shop in physical stores.


According to the data, Thailand has a population of nearly 70 million and Bangkok has a population of 12 million. But as the only mega city in Thailand, Bangkok attracts more than 40% of its residents. Coupled with the world's tourism population of more than 35 million people each year, the Bangkok shopping mall has accumulated enough consumer groups.

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In addition, due to imperfect infrastructure facilities in Thailand, there are as many as two private cars in a single family. Most consumers choose to travel by car. This creates a natural shopping convenience for a shopping mall with a large number of parking lots. In terms of shopping habits, Thai people are also very special. They “slow down” in life and have a very long shopping time when shopping.


Unlike the nationalization of domestic land, Thai land is a permanent private property. This also directly leads to the accumulation of commercial popularity, the Thai shopping mall seems more patient. The gap between the rich and the poor in Thailand is huge, and the rich have given the world's top designers the largest space for their work on private land.

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In addition to the permanent attributes of real estate, government support for commercial projects is unmatched by the domestic environment. For example, in terms of dining environment and price, Thailand is a paradise for food. Even if it is a high-end shopping mall, the price of food and beverage is cheap and outrageous. 200 baht (about 40 yuan) can eat very well. This aspect is related to the price level of Thailand. On the other hand, it is also related to the operation strategies of major shopping malls.


In Thailand, the shopping center uses the dining area as one of the main drainage and gathering areas, and the shopping malls and the government subsidize the food and beverage. Take TERMINAL21 as an example. The average subsidy for each meal is 25 baht (about 5 yuan). The shopping malls and the government have to pay more than 15 million baht (about 3 million yuan) each year to directly subsidize the dining area. This does not include support for restaurants in other areas.


Strong handicraft industry, good at interior design, attention to detail


Through nearly 10 years of retail research, Ding Wei found that a good retail store must have a theme, and must have a portrait and segmentation of its target audience. Only by arranging the moving lines according to the habits of the target customers, and selecting the goods, can the store be fired. "A good store can not only control the brand, but also achieve the brand." Thai interior design has played a decisive role in its shopping centres.

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One of the good experiences of the Thai shopping center is the iconic nature of the building itself. The most direct expression of the iconic is the façade - architectural form, light and shadow effect, high recognition.


Consumers see from a distance that even if they don't know the content of the goods in the mall, they can generate the urge to enter. More importantly, this recognition is not equal to the absolute cost. Such as Emquatier's unique façade design. Let it become the landmark of the local business district, the splendid facade, let it become a shopping center where many consumers take the initiative to punch in the night.

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Another foundation for a good experience in shopping centers is the “sexuality”. The ability to build a stroll is actually to keep the consumer's attention, let the customer stay connected and increase the random purchase probability. Due to climatic reasons, Thai designers can use a large number of real greening techniques to create an outdoor natural atmosphere, which also greatly enhances the presence of passenger flow.


Through the concept of extensibility, Thai interior designers unify the architectural and commercial consumption attributes to create a complete and unique sensory experience for consumers. For example, the entire floor of Siam Center is a very unique design shop; under the aviation theme, the minimalist interior of the Siam Center is here.

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As the interior design support, the local handicraft product design also has outstanding performance, which is one of the foundations of the strong atmosphere of the shopping mall in Thailand. As a former Asian “four little dragons”, Thailand’s creative design industry far exceeds the domestic average.


For example, creative advertising in Thailand is well known around the world. Thailand's expertise in interior design and atmosphere creation has many advantages for domestic shopping centers. In China, the area with the most traffic in the shopping center is often the theme activity area. How to create a more distinctive scene is a problem that domestic mall operators need to think deeply.