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When you are in an office building, you no longer hear the sound of elevator ringing and busy leather shoes footsteps, but instead the sound of hitting tennis rackets and collision of billiards, as well as the roar of engines in the car sports experience area and the laughter of parent-child interaction area, an innovative sample that uses the sports industry as the engine to activate the building economy is quietly born. Today, the editor will take you to “Panda Square” to learn about the story of how traditional commercial buildings take advantage of cultural, tourism, business and sports to develop agriculture, and carry out resource revitalization and transformation.
From “vacancies” to “vibrant breakthrough”: The sports industry has become the key to breaking the problem
In recent years, based on the original automobile sales and commercial office, in order to further efficiently make good use of building resources, Panda Plaza has launched the “Sports+” transformation plan: re-planning the originally scattered vacant venues, and introducing special business formats such as standardized tennis halls, immersive billiards clubs, automobile sports experience centers, and parent-child interactive spaces. According to the relevant person in charge of Panda Plaza, through preliminary market research, it was found that there were about tens of thousands of young white-collar workers, community residents and teenagers gathered within 3 kilometers of the Jiasong Middle Road business district, and there was a strong demand for the compound space of “sports + socials + life”. To this end, on the basis of avoiding major renovations and construction, Panda Plaza activates the existing space through “micro transformation”, such as working with Cool Tennis to create two standardized tennis courts in the atrium of the square. Multiple children’s tennis courts are also divided into the building, and they undertake group activities, youth training, etc. every week, and the utilization rate has been greatly improved.
The competition is beaded into a chain for media: white-collar workers, citizens and young people draw a “vibration map” together
The transformed Panda Plaza quickly became a “traffic hub” for regional sports events. From June 21 to 22, the first “Panda Cup” tennis exchange competition was launched, attracting more than 200 young players and white-collar workers around the area to participate. In addition to standardized events and tennis culture displays, the flash display of automobile brands is also gathered around the field, allowing players and audiences to experience the cross-border consumption scenarios of “sports + business” while watching the game.
The Qingpu District event of the Shanghai Citizens Nine Sons Competition held in May, traditional Nine Sons games such as “Rolling the Iron Ring” and “Breaking the Tuozi” were combined with modern Frisbee and waist-flag football, and the collision of “nostalgia + trend” was staged in the atrium of the square, with the number of participants exceeding 500. “In the past, I could only order takeout and work overtime after get off work. Now I have asked my colleagues to play two games of tennis, which can not only exercise but also expand their connections.” Ms. Wang, a white-collar worker, admitted that the sports area of Panda Plaza has become her “second social venue.”
The transformation of buildings is not only the simple superposition of business formats, but also the construction of an ecological closed loop of “sports +”. Panda Plaza is exploring the all-weather scene of “upstairs office, downstairs sports, and surrounding consumption”. It is understood that among the companies that have settled in the square, 70% are Internet, electronic information, and cultural and creative enterprises. Enterprise employees generally pay attention to the quality of life, and sports supporting facilities have become a “plus point” to attract them. What is more worthy of attention is that the “multiplier effect” brought by the sports industry is continuing to be released. Many of the members of the snooker club are corporate customers. Through the social scenario of “business + sports”, companies can also obtain business cooperation opportunities in casual interaction. Data shows that after the transformation to characteristic industrial parks, the tax contribution of Panda Plaza Park has increased year by year, with tax growth exceeding 50% year-on-year for two consecutive years; the overall occupancy rate of buildings has also achieved a significant leap.
From “space leaser” to “scene maker”, when the popularity of sports events, the stickiness of sports social interactions, and the vitality of diverse business formats are injected into traditional commercial and office buildings, the once “cold” cement buildings are growing a new urban ecology with warmth and vitality. Just as culture, tourism, business and sports, agricultural exhibitions are not only industries, but also links people with cities, business and life – this may be the “three-dimensional code” and the most authentic answer to the transformation and upgrading of the building economy.
Reporter: Xu Jiaqing (Chief Grassroots)
Photography: Xu Jiaqing (Chief Grassroots), Zhang Wenyu
Video: Xu Jiaqing (Chief Grassroots), Zhang Wenyu
Original title: “Full of vitality, Qingpu’s business building takes advantage of the transformation and upgrading of the sports industry丨Cultural Tourism Business Sports Exhibition”
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