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618大促vs线下直购,传统商场该用什么吸引顾客消费?



近几年来,快时尚品牌崛起、电商挤压实体门店、商业环境变迁……使得线下实体经济深受打击,门店关闭成为常态。作为容纳多样门店的购物中心,该如何在困境中逆流而上?

The consumer market has completely changed in the recent 10 years, with new startups taking over, and creating multiple tech industries, and the growth of e-commerce. This has posed a threat to brick & mortar shops, how can they deal with the global shift towards e-commerce and virtual shopping?


涩谷PARCO交了一份满意的答卷。

We can look at the Shibuya Parco model, and try to learn from them!


业内人士总结部分门店关闭原因:品牌结构不更新,服装行业占大多数。

新涩谷PARCO承担起重建与创新的重任。

The bureaucracy and rigidness of traditional enterprises was their demise. Compared to lean and dynamic start-ups. 



涩谷PARCO自2016年开始停业整改,在2019年底重新开启。经过3年修整,新涩谷PARCO创造了全新的、独特的消费者体验:不再是为了满足消费的需求而存在,而是融合“娱乐”、“美食”、“科技、“时尚”、“艺术&文化”5大要素,为消费者展示一个充满未来科技感的生态商城。

Shibuya Parco suspended all their operations, and started a massive reform to their enterprise structure. And after 3 years, they came back stronger than ever! With a complete overhaul to their user experience! Shibuya Parco is now a complete shopping experience, with focus on 5 elements: Entertainment, food, technology, fashion, and Art & Culture.


破次元壁的独特体验


涩谷5G娱乐项目「UNLIMITED REALITY」不久前于线上开启,突破次元壁,此活动为体验者带来了现实世界里的真切二次元世界

该项目是Netflix原创系列动画「攻壳机动队SAC 2045」的扩展内容,共有4种体验方式。通过智能手机使用AR/VR技术,就能360°体验草薙素子和巴特与罪犯战斗的场景,享受深度沉浸感带来的攻壳机动队的科幻世界

Break through a dimensional wall with Unique experience

An interactive project was recently launched in Shibuya. Powered by 5G, their viewers can enjoy a fully immersive ACG world, from the comfort of their homes!

This project is an extended part of the Netflix series Ghost in the Shell SAC_2045, with 4 ways to experience it. Using a phone with AR / VR support, you can experience freely the 360 ° fighting between Motoko and Batou and enjoy the immersive sci-fi world of Ghost In The Shell.



涩谷正试图在虚拟空间中创建“另一个涩谷”,通过结合虚拟与现实,提供人们与城市产生共鸣的数字体验,释放体验者内心的科幻世界。5G加速世界变化,人们的娱乐方式也在变化,赛博朋克式科技瞄准的是当代年轻消费主力人群的红心。

Shibuya is trying to create a virtual Shibuya. By combining virtual and reality, they can immerse their customers in a sci-fi like world, with Cyberpunk themes that go with current trends!


PARCO销售的不仅仅是空间,并在此基础上赋予了一个叫作文化的附加价值

全新的涩谷PARCO将文化与科技巧妙融合,主楼——下一代数字时尚大楼,融合了现实世界与虚拟世界,将最新的数字技术如AR、VR、AI等,整合到每个楼层中。

Shibuya Parco ingeniously integrates culture and technology. It’s main building -High-tech & Fashion Building, combines virtual and reality,   using the latest immersive technologies like AR, VR, AI and so on


从基础饮食与着装,到休闲娱乐,至艺术文化,科技随处可见。如果你想直接感受科技与未来,可直接上5楼。

They integrate tech into all aspects of the mall. In the clothing stores, restaurants, and art galleries, where they mix technology with the real world to increase immersion.


5楼,NEXT TOKYO,从命名里就能感受到科技改变生活的实景。

设计者将时尚与科技大胆结合,提高了购物的便捷性趣味性,结合了现实空间与CG内容的内装空间,为前来的消费者演示充满了未来感的商城。

The 5th floor is called NEXT TOKYO. From the name, you can probably guess that there is some next level sci-fi tech over there! 

数字艺术


扫描墙上艺术品的特殊标志,就可看到利用AR、VR技术创作的尖端数字艺术

Digital Art

In the Digital Art galleries, guests can explore art creating with AR and VR technology, and even physical art, with Augmented Reality overlays to bring it to life!


虚拟试衣


“FXMirror”是3D虚拟试衣镜,可创建用户的头像并允许进行3D虚拟试衣。基于MR技术跟踪技术,镜子里的3D形象还可以实时反映用户的面部表情和肢体动作。

Virtual fitting room

FXMirror is a 3D virtual dressing mirror. Users can create an avatar and try clothes. Powered by Mixed Reality, and body tracking technology, the 3D image in the mirror will also reflect changes of the users’ actions, and even facial expressions.


近视福利


JINS PARCO提供“ MEGANE on MEGANE”服务,使用AR技术来试戴眼镜,解决了近视用户在试戴镜框时看不清佩戴样子的问题。

Benefits for Myope People

JINS PARCO provides AR tech to MEGANE. Allowing their myopic users to try out different glass frames, without losing sight clarity.


虚幻甜品


使用店内平板,体验AR选购甜品,店家还准备AR小游戏,消磨美味到来之前的等待时间。(位于商场负一楼)

Virtual Dessert

Customers can experience AR shopping, and even order snacks from their phone. There are also AR games people can play while their food is being prepared. 


(twitter@emo_miu)


░ 

新涩谷PARCO的开启预示着PARCO商场进入了新篇章,超越商业设施的界限,将真实的、数字的、虚拟的环境相结合,与更多创作者,如艺术、设计、时尚等人们在这里创造新的时代,营造一个以享受为主的科技式新型商城,这便是PARCO的未来。

The opening of PARCO is a new chapter for the shopping mall, beyond the boundaries of traditional commercial facilities, combining reality with digital and virtual environments. 


回看国内的各大型商场,万达、大悦城、银泰等也在不断探索新模式:从传统的购物模式转向城市商业综合体

Looking back at domestic shopping malls, Wanda, Joy City, Intime and others are also constantly exploring new models: from the traditional shopping model to the urban commercial complex.


伴随科技进步,5G日益推广,各行各业数字化转型按下“加速键”;人们通过手机获取商场最新动态,在店内体验商品;商场走廊上的各种自助设备吸引好奇的人们前去尝试,AR、VR等虚拟体验设施也在不经意间引人驻足……融入更多休闲、娱乐性元素的购物中心焕发生机

With the progress of science and technology, 5G is increasingly promoted. The digital age accelerates everything; People connect to shopping malls through mobile while still checking  out goods in the store; All kinds of entertainment litter the mall corridors. Now AR and VR are added to the mix. The experience is new and amazing, but the spirit of the mall never changed.



资料参考:

https://ar-go.jp/media/doing/shibuyaparukoAR2019

https://www.arplanet.com.tw/trends/artrends/parcoarvr/

https://www.moguravr.com/kddi-virtual-shibuya-open/

https://shibuya.parco.jp/

https://www.fashionsnap.com/article/shibuyaparco-report/

https://prtimes.jp/main/html/rd/p/000001135.000003639.html


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