from the consumer economy to the experience economy, shanhai jinzhong ip explores a new model of shopping mall space operation
2024-10-03
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caption: admiralty square has a new look. photo provided by the interviewee (the same below)
on the first day of the national day golden week, admiralty square debuted with a new look, reshaping chinese mythology with the aesthetics of the times, and substituting game language for commercial experience. during this period, a month-long experiential consumption pilot activity will be carried out, with the game mission of shanhai jinzhong as the highlight. in the future, it will be continuously iteratively updated. multiple interesting merit-based gameplays with stories will be launched in shanghai one after another, and have a "game" with contemporary young people. going both ways."
new model: from mythical stories to immersive interactive experiences
consumption has become an important driving force for economic growth, and innovative cultural experiential consumption has become a new growth point. as a landmark building in the bustling area of shanghai, admiralty plaza is still active in shanghai's core business circle. in today's admiralty square, inheriting the cultural fortunes and taking "classic of mountains and seas ip" as the theme, the content, scenes and mobility experience are integrated and co-created with the admiralty.
in terms of operation model, the game model is used as the core of the operation, ip is used to connect commercial formats, and an open world that connects online and offline is constructed holistically and systematically, and a cultural space ip model belonging to the new era is rebuilt.
in the core commercial areas of shanghai, the malls and shopping malls are no longer inferior to any central city in developed countries in terms of hardware. however, in terms of cultural experience, there is still a lot of room for improvement, such as how to retain regional characteristics, how to link creativity, how to highlight culture constitutes the soul torture of how to better build shanhai jinzhong ip, and this is also the direction in which it continues to iterate forward.
new ip image: shaping a world accessible to mountains and seas
gathered by chance, cultural resonance. there is a golden bell on the admiralty square and an immortal dragon vein below. the main entrance of longmen road is similar in shape and spirit to the longmen created by yinglong in the "book of mountains and seas". in ancient times, there was a legend about jumping over the dragon gate. whenever someone who happily jumped over the dragon gate appeared, yinglong would appear and bless his luck. the ip's new image, the mythical beast yinglong, makes its debut as the mascot of shanhai jinzhong.
the attribute of the mythical beast yinglong is set as the "blessing officer", which means "the dragon who responds to the times, and responds to requests". there is a small golden bell on the tail, which is taken from the golden bell element. it wears a mountain and sea golden bell sign on its neck, with a pictographic dragon gate and an alloy bell. the shape is taken from the five chapters of the classic of mountains and seas, as well as domestic and overseas elements, with figures of positive yang and auspicious clouds, which means "gathering golden bells, joyfully jumping through the dragon gate, and reaching the mountains and seas"; holding the dragon ball in the hand, if there is a "ball", it will be answered.
taking the ip image yinglong as the starting point, we carried out the overall main visual, main kv, main story line, as well as the main offline space navigation system design and interactive experience dynamic line design. with jinzhong yinglong as the king, he gathered warriors from the eight tribes to protect the people of the tribe.
ip has moved from image to space creation, and admiralty square has become a world of mountains and seas. the commercial space on the first floor is transformed into a world map of wuzangshan sutra, and the second floor is transformed into a world map of the domestic chapter, with eight major tribes scattered among them, and the tribesmen are transformed into little golden figures, serving as the navigation icons of admiralty square and becoming space guides.
the overall design of the spatial circulation layout is closely centered around the user experience circulation. from the lawn of huaihai middle road outside admiralty square, an 8-meter mountain and sea map made of real oil paintings is placed, which will show different scenes during the day and night. a large sculpture of yinglong is placed at the entrance of huaihai middle road and longmen road. yinglong holds a dragon ball in his hand and responds to the "ball". there is an ingenious design at the north and south entrances. "lying flat" gantry is placed on the ground, allowing each user to jump over the gantry, receive blessings from mythical beasts, etc. the east, west, south, and north are directly connected to the world of mountains, seas, and golden bells, and immersive interactions are waiting for different people. human exploration.
new gameplay: summon the dragon to respond to requests
how to connect more merchants and users and make users sticky is the original intention of shanhai jinzhong gameplay design. shanhai jinzhong officially launched the merit point gameplay, using merit as a medium to create a unique ip game language to activate commercial activities.
during the national day event, the first 200 registered shanhai jinzhong mini program users each day can receive 50 merits for free, which can be redeemed for blessing gifts. as for the "accumulate merits and receive blessings" check-in game task of shanhai jinzhong, you can get 50 merits for free at one time, and the activity will last for one month. he also built a sacred tree in the center of the golden bell of mountains and seas to unlock a hidden mission: leap over the dragon gate happily, receive blessings from yinglong, receive fragrance from yinglong, and respond to requests.
from myth to reality, from online to offline, shanhai jinzhong has created a new and imaginative cultural consumption experience, formed a new type of social relationship in commercial space, captured the emotions of young people, and constantly satisfied the needs of consumers. the "free pleasure" of the senses and the "resonance" of emotions make people really willing to play.
in the future, shanhai world will continue to iterate and upgrade, and will introduce characters, skills, adoption of mythical beasts, tribes, cards, battles and other gameplay methods.
xinmin evening news reporter yang yuhong
