文旅案例 | 室內商業空間：“微型目的地”的崛起、從“交易場所”到“生活方式提案所”

【友情提示】世界那么大，為防走散，請將AYS愛易設規劃設計事務所加星標！關注愛易設，關注AYS規劃設計事務所，點擊上方名片-點右上角彈出菜單欄設為星標即可。

當下室內商業空間正面臨結構性挑戰：全國購物中心空置率在2025年達到12.2%，而與此同時消費者對“千店一面”的商業環境日益厭倦。傳統“盒子式”購物中心的黃金時代正在落幕，取而代之的是消費者對“意義消費”、“體驗價值”和“情感連接”的迫切需求。

消費代際變遷下的新規則：Z世代已成為消費主力軍，他們呈現三大特征：一是“場景忠誠”替代“品牌忠誠”，愿意為優質體驗支付溢價；二是“社交貨幣”思維，消費內容需具備分享價值；三是“價值認同”驅動，支持符合其價值觀的商業形態。麥肯錫報告顯示，72%的Z世代將“體驗質量”列為消費決策的首要因素，遠超產品本身。技術滲透與邊界消融：AR試衣間、沉浸式投影、智能導購機器人等技術不再新奇，而成為基礎配置。更具顛覆性的是商業空間功能的邊界消融：零售、餐飲、娛樂、辦公、展覽、社交等業態正在發生化學反應式融合。

一、四大趨勢重塑商業空間邏輯

從“交易場所”到“生活方式提案所”：商業空間不再滿足于商品陳列，而是演變為生活方式的實體編輯。東京“Ginza Six”將高端零售與能劇劇場、蔦屋書店、藝術展覽融合，消費者在此購買的不是商品，而是一種“銀座式優雅生活”的想象。上海“TX淮海”更自我定義為“策展型零售空間”，每個樓層按青年文化主題劃分，商品成為文化敘事的道具。

場景革命：“微型目的地”的崛起：成功的商業空間正將自己打造為城市中的“微型目的地”。成都“REGULAR源野”將地下停車場改造為集花園、買手店、咖啡館、畫廊于一體的下沉式社區聚落，其北側花園每日吸引大量非消費人群前來休憩，反而帶動了商業人氣，形成“公共性引流-商業性轉化”的良性循環。

文旅融合：商業空間的文化賦值：文旅元素正深度滲入商業空間構建：西安“長安十二時辰”主題街區將2.4萬平方米商業空間全場景還原盛唐市井生活，游客身著唐裝沉浸其中，2023年單日最高客流達8萬人次。其成功密碼在于將文旅項目的敘事性與商業空間的消費性無縫嫁接，消費成為文化體驗的自然延伸。

社區共生：從“流量收割”到“關系培育”：前沿商業項目正從“吸引遠方客人”轉向“服務周邊社區”。北京“三里屯太古里西區”引入多抓魚循環商店、北京首家FITURE健身空間等強調參與感的業態，并定期舉辦社區市集、工作坊，使商業體成為周邊居民的“第三空間”，日均客流中社區居民占比達35%。

At present, the indoor commercial space is facing structural challenges: the vacancy rate of shopping centers across the country is expected to reach 12.2% by 2025, while at the same time, consumers are increasingly tired of the "identical" commercial environment. The golden age of traditional "box-shaped" shopping centers is coming to an end, and is being replaced by consumers' urgent demands for "meaningful consumption", "experiential value", and "emotional connection".

New rules under the generational change in consumption: The Z Generation (born between 1995 and 2009) has become the main force of consumption. They present three characteristics: First, "scene loyalty" replaces "brand loyalty", and they are willing to pay a premium for a quality experience; second, "social currency" thinking, the consumption content needs to have sharing value; third, "value recognition" drive, they support commercial forms that conform to their values. A report by McKinsey shows that 72% of the Z Generation list "experience quality" as the top factor in their consumption decisions, far exceeding the product itself. Technological penetration and boundary dissolution: AR fitting rooms, immersive projections, intelligent shopping robots, etc. are no longer novel but have become basic configurations. What is more disruptive is the dissolution of the functional boundaries of commercial spaces: retail, dining, entertainment, office, exhibition, socializing, etc. are undergoing chemical reactions and integration.

1. Four trends reshape the logic of commercial space

From "transaction venue" to "lifestyle proposal place": Commercial spaces no longer satisfy themselves with product display, but have evolved into physical editors of lifestyle. Tokyo's "Ginza Six" integrates high-end retail with kabuki theaters, Taro House bookstore, and art exhibitions. Consumers here do not purchase goods, but rather imagine "Ginza-style elegant life". Shanghai's "TX淮海" defines itself as a "curatorial retail space"， each floor is divided according to youth culture themes， and the goods become props for cultural narratives. Scene revolution： The rise of "micro destinations"： Successful commercial spaces are transforming themselves into "micro destinations" in the city. Chengdu's "" transforms the underground parking lot into a community settlement with gardens， boutiques， cafes， and galleries， and its north garden attracts a large number of non-consumers to rest every day， which in turn boosts commercial popularity， forming a virtuous cycle of "publicity-driven by public nature - commercial transformation".

Cultural integration of tourism and commerce： The cultural assignment of commercial spaces： Cultural elements are deeply penetrating the construction of commercial spaces： Xi'an's "Chang'an Twelve Hours" theme street fully restores the 24，000-square-meter commercial space to the life of the prosperous Tang Dynasty， tourists wear Tang costumes and immerse themselves in it. The single-day maximum visitor flow reached 80，000 in 2023. Its success lies in seamlessly integrating the narrative of cultural projects with the consumption nature of commercial spaces， making consumption a natural extension of cultural experiences. Community symbiosis： From "traffic harvesting" to "relationship cultivation"： Frontier commercial projects are shifting from "attracting distant guests" to "serving the surrounding community". Beijing's "Sanlitun Taikoo Li West District" introduces multi-catch fish circulation stores， the first FITURE fitness space in Beijing， emphasizing participation， and regularly holds community markets and workshops， making the commercial space a "third space" for the surrounding residents， with community residents accounting for 35% of the daily visitors.

二、文旅市場融合下的商業空間創新策略

在地文化的故事化轉譯：文旅型商業空間的核心競爭力在于將在地文化轉化為可消費、可體驗、可傳播的當代敘事。福州“萬科煙臺山商業漫步街區”對歷史建筑進行保護性改造，引入的品牌需通過“文化適配度”評審：本地老字號“聚春園”以現代茶樓形式重現，閩菜餐廳“宣和苑”將菜品與福州船政文化結合。項目不僅吸引游客，更成為本地人重溫城市記憶的場所。

時間維度的運營創新：文旅商業需破解“白天熱鬧、夜晚冷清”的時段困境。南京“秦淮·戲院里”從《上元燈彩圖》提取靈感，打造常年化的燈會場景，并開發夜游、夜宴、夜演、夜購產品線，將夜間消費占比提升至全天45%。其關鍵創新在于將傳統文化節慶（燈會）轉化為常態化體驗，消除旅游淡旺季波動。

多感官沉浸的體驗設計：文旅商業的沉浸感建立在多感官協同之上。佛山“順德ALSO”將商業空間與在地粵劇文化結合，不僅設置粵劇主題裝置，更在動線中嵌入粵劇選段的聲音導覽、特色香氛，甚至與本地餐飲品牌合作開發“粵劇主題下午茶”（食材對應生旦凈末丑角色），形成味覺與文化的通感體驗。

內容生態的持續生產：文旅商業需具備自主內容生產能力，避免“開業即巔峰”。阿那亞的“DDC車庫演唱會”、單向空間文學節等自有IP活動，使商業空間始終保持話題熱度。關鍵機制在于建立“品牌共創計劃”，邀請入駐品牌共同開發限定產品、聯名活動，將商戶從租戶轉變為內容合伙人。

三、標桿案例深度解析

案例一：上海“現所”二期——創意社群的立體城市。位于靜安區的“現所”二期，將5層老廠房改造為覆蓋創意辦公、零售、展覽、活動的復合空間。其差異化策略在于：垂直社區營造：1-2層為向公眾開放的零售與畫廊，3-5層為設計工作室，定期舉辦“開放工作室日”，消費者可窺見創作過程并直接與創作者交流。流量內生系統：入駐的50余家創意工作室本身構成優質內容源，其客戶、合作伙伴成為穩定客流，避免完全依賴外部引流。模糊的營業邊界：部分工作室夜晚轉換為酒吧或沙龍場地，空間使用率提升至16小時/天。項目年訪客量僅60萬人次（遠低于傳統商場），但客單價達普通商場3.2倍，證明“精準流量”的價值優于“泛流量”。

案例二：成都“COSMO”——青年文化的信仰之地。定位“青年磁場”的COSMO，在招商階段即拒絕多個高租金連鎖品牌，轉而引入近40%的西南首店或定制店。其創新邏輯包括：去中心化布局：取消傳統中庭，代之以多個主題廣場（滑板廣場、藝術廣場），每個區域自成引力中心。消費民主化設計：引入從幾十元（原創首飾）到數千元（設計師服裝）的寬價格帶品牌，消除年輕人的進入門檻。社群運營前置：開業前已通過線上社群聚集3萬核心用戶，并邀請其參與店鋪評選、空間命名，形成“我們的COSMO”身份認同。結果：項目平日客流中18-28歲占比達74%，成為成都青年文化地標，而非普通購物中心。

案例三：日本“宮下公園”——城市度假的商業表達。東京澀谷的宮下公園，將4層商業空間與屋頂公園、酒店一體化打造。其文旅融合創新體現在：都市微度假動線：消費者可在樓下購買戶外裝備（如Snow Peak），隨即上樓在屋頂公園試用，晚上入住合作酒店享受溫泉，形成“購物-體驗-住宿”閉環。季節感知商業：商業內容隨四季變化：春季屋頂野餐套裝銷售、夏季啤酒花園、秋季觀月活動、冬季暖爐座位，強化“城市綠洲”的感知。在地文化激活：與本地藝術家合作開發澀谷街區主題展覽，將商業空間變為城市文化的展示窗口。

II. Innovative Strategies for Commercial Spaces in the Context of Cultural Tourism Market Integration

Storytelling Transliteration of Local Culture: The core competitiveness of cultural tourism commercial spaces lies in transforming local culture into consumable, experiential, and communicable contemporary narratives. The "Vanke Yanhangshan Commercial Walking District" in Fuzhou, for instance, protects historical buildings and introduces brands that must pass a "cultural compatibility" review: the local老字號 "Juyinchangyuan" is recreated in a modern teahouse format， and the Fujian cuisine restaurant "Xuanhe Yuan" combines its dishes with Fujian shipbuilding culture. The project not only attracts tourists but also becomes a place for locals to relive their city memories. Time-based operational innovation： Cultural tourism commerce needs to solve the problem of "busyness during the day and emptiness at night" in certain periods. The "Qianhuai·Yiyuanli" in Nanjing takes inspiration from "The Lantern Festival Painting" and creates a year-round lantern festival scene， and develops night tour， night banquet， night performance， and night shopping product lines， increasing the proportion of nighttime consumption to 45% of the total day. The key innovation lies in transforming traditional cultural festivals (lanting festivals) into regular experiences， eliminating fluctuations in the tourism peak and off-peak seasons. Multi-sensory immersive experience design： The immersive experience of cultural tourism commerce is built on the synergy of multiple senses. The "Shunde ALSO" in Foshan combines the commercial space with local Cantonese opera culture， not only setting up Cantonese opera-themed installations but also embedding sound guides of Cantonese opera excerpts and special fragrances in the flow lines， and even collaborating with local catering brands to develop "Cantonese Opera-themed Afternoon Tea" (with ingredients corresponding to the roles of Sheng， Dan， Jing， Mo， and Chou)， forming a sensory and cultural synesthetic experience. Continuous production of content ecosystem： Cultural tourism commerce needs to have its own content production capabilities， avoiding the "peak upon opening" situation. The self-owned IP activities such as "DDC Garage Concert" in Ananya and the literary festival at Shuangxiang Space keep the commercial space constantly in the spotlight. The key mechanism is to establish a "brand co-creation plan"， inviting入駐 brands to jointly develop limited products and joint activities， transforming merchants from tenants into content partners.

III. In-depth Analysis of Benchmark CasesCase 1： Shanghai "Shen Suo" Phase II - A Three-Dimensional City of Creative Communities. Located in Jing'an District， the "Shen Suo" Phase II transforms five floors of old factories into a comprehensive space covering creative offices， retail， exhibitions， and events. Its differentiation strategy lies in： Vertical community creation： The 1-2 floors are open to the public for retail and galleries， while the 3-5 floors are design studios， with regular "Open Studio Day" events where consumers can observe the creative process and communicate directly with the creators. Intrinsic traffic system： The 50+ creative studios that have joined are themselves high-quality content sources， and their customers and partners become stable traffic sources， avoiding complete reliance on external promotion. Blurred business boundaries： Some studios convert to bars or salons at night， increasing the space utilization rate to 16 hours per day. The annual visitor volume of this project is only 600，000 (much lower than traditional shopping malls)， but the average transaction price is 3.2 times that of ordinary malls， proving that "precise traffic" is more valuable than "general traffic".

Case 2： Chengdu "COSMO" - The Belief Place of Youth Culture. COSMO， which positions itself as a "youth magnet"， rejected several high-rent chain brands during the recruitment stage and instead introduced nearly 40% of the first-time or customized stores in Southwest China. Its innovative logic includes： Decentralized layout： Canceling the traditional atrium and replacing it with multiple theme squares (skateboard square， art square)， each area becoming a self-gravitational center. Consumption democratization design： Introducing brands ranging from several yuan (original jewelry) to several thousand yuan (designer clothing)， eliminating the entry threshold for young people. Pre-operational community management： Before opening， it gathered 30，000 core users through online communities and invited them to participate in store selection and space naming， forming an "our COSMO" identity recognition. Result： The 18-28 age group accounts for 74% of the daily visitors， making it a landmark of Chengdu youth culture， rather than an ordinary shopping mall. Case 3: "Kiyohara Park" in Japan - Commercial Expression of Urban Vacation. The Kiyohara Park in Shibuya, Tokyo, integrates a 4-story commercial space with a rooftop park and a hotel. The innovative integration of culture and tourism is reflected in the following aspects: Urban Micro-Vacation Route: Consumers can purchase outdoor equipment (such as Snow Peak) downstairs, then go upstairs to try it out in the rooftop park, and stay at the cooperative hotel for a night to enjoy hot springs, forming a "shopping - experience - accommodation" loop. Seasonal Sensory Business: The commercial content changes with the seasons: spring sales of rooftop picnic sets, summer beer garden, autumn moon-viewing activities, winter warm-seat arrangements, strengthening the perception of "urban oasis". Local Culture Activation: Cooperate with local artists to develop theme exhibitions for the Shibuya district, turning the commercial space into a showcase window for urban culture.

- END -

內容整理｜愛易設規劃設計事務所、AYS愛易設

素材來源｜部分文案及圖片來源于網絡

文章聲明｜文章及圖片內容僅供參考，我們尊重原創和知識產權，所有轉載或改編均會明確標注出處；若不慎侵犯了第三方權益，請立即聯系我們，我們將盡快處理。

易老師聯系方式：13717943868