November 24, the first domestic business brand focused on spiritual life - 'totem' release ceremony was held in Beijing, Totem brand by the original Joy City theme commercial district innovation team effort to create, is committed to promoting the combination of innovative industries and real estate and Commercial transformation, to create a new middle-class lifestyle, open a new era of spiritual life.
'Totem will focus on transforming the middle class lifestyle and starting a new era of spiritual life from the time that traditional commercial real estate focuses on matter.' Wu Zheng, the former vice president of Joy City Real Estate in China, is the chief architect of the Totem Space. He said at the brand conference that the state will adjust the housing properties of people's houses so that real estate and commerce will enter a transitional period and people will pay more attention to improving their quality of life after the solution to the housing problem and the totem brand will emerge as the times require.Traditional real estate and commercial Concerned about the good living, totem space is not only concerned about the material level of living well, but also concerned about people's spiritual life style changes.
At the press conference, Cheng Yibing, product manager of totem, said that the totem brand mode has been brewing for three years and the product lasted half a year. Based on the traditional shopping mode, Totem Ideal Life Lab takes the spiritual lifestyle as the core of operation and builds a new model suitable for the emerging middle class The spiritual life of the sentiment, the exchange of communication and interaction, the quality of life experience.
Cheng Yibing introduction, Totem ideal life laboratory first offline shop Xiangyun totem opened a month, has nearly 20,000 people involved in the experience during the public comment 5 star praise .He also said that the next 3-5 years totem brand plan, in the First-tier cities in the core business district and mature communities, the opening of 100 totem center stores and experience stores, 5 million people to bring better life services.
Totem project manager Wang Fei 'We would like to invite people who love life in Beijing to go to totem free coffee to experience the ideal life.' 'Totem project manager Wang Fei said the totem will launch a million people experience program in the next year welcome the pursuit of quality of life to the shop for the whole Full-process process experience.
Wu Zheng pointed out that there will be three major shifts in the consumption pattern of the new middle class in the future: from simple commodity consumption to time consumption, from material consumption to spiritual consumption, and from business to family social transformation, the business model innovation will also shift from the traditional B2B2C to B2C2B Transfer Totem brand and business will become the lifestyle proponents, advocating creative culture, green ecology, leading science and technology, pay attention to the spirit and thought of resonance, into the intelligent product experience upgrade, let a person experience the surprises, comfort and ease spirit life.
Totem investor, founder of black hole tensor, said that we have to do the best things to give consumers the most extreme and most warm experience, touching the hearts of people in the softest place, hoping to make our efforts to make the world a better place It is understood that tens of investment involves intelligent robots, VR technology, virtual reality content and games, HACHI Technology (Wisdom Community Life) and many other areas, many of them excellent products and services are expected to be very good integration with the totem project.
Totem brand was born on the golden key .In the conference, China real estate information service providers, Eureka China's Keer Rui for the totem brand awarded the '2017 Best Commercial Crossing Leader Award.' E-founder From a real estate perspective, Zhu Xudong explores the art of life through real estate, and believes that the future life style described by the totem and the spiritual life of the middle class is a useful exploration of the future of real estate and commerce , May be able to lead the new industry trends.
Yi Zhu China co-founder Zhu XudongFrom concern with substance to focus on spiritual transformation to open a new way of life for the middle class
As a public space that focuses on spiritual life, Totem breaks through the spiritual barriers and independence between traditional residential and commercial people by way of combination of forms to stimulate people's thinking, promote people's connection and make people's lives full of fun.
Totem product manager Cheng Yibing said the totem format is very rich in the seed church make a wish, relax, find themselves, hear their own voices, a bright tomorrow full of power and hope; , And share with the same, met with the author; Super Creation Club, quiet heart, retrieve the careful study of handmade, or with friends come together to complete a favorite piece of work; no longer have to eat alone, you can enjoy the totem to enjoy the neighborhood Party, we share the kitchen, as they did then to share their own hands-on dinner to reproduce the warm atmosphere between people; children no longer have to hold the ipad entertain, meet new friends in childlike space, learn together to learn , Grow together; gather in space, together for a large board game, we play together the game, to share leisure moments; there are a variety of creative cuisine, led the fresh taste buds.
Cheng Yibing that totem space not only to meet the consumer's material needs-based purpose and random consumption, but also for emerging middle class and family to experience and spend good times, to think, interact, taste spiritual life, the formation of high-frequency viscosity.
Totem brand to get a lot of praise on the market, reaping a lot of loyal users. Totem project manager, said Wang Fei, Totem ideal life laboratory first offline shop Opened in the town of Xiangyun month, nearly 20,000 people have participated in the experience During the operation of the public comment five-star praise.
He disclosed that more than a month after the operation of Xiangyun Totem, the totem team surveyed 86% of users who experienced totem, including 74% of women and 26% of men; those surveyed who were willing to pay frequent visits accounted for 73% Among them, 71% are women and 29% are men, which indicates that the current format is easier for female consumers to identify. The percentage of customers who come with their children is significantly higher. There are several moms with children on weekends Until dark.
He disclosed that the listing a month, 20,000 people experience and high ratings, so that the team is more confident.Totem team plans to lock in the next five years, a long-term membership of 1. In order to achieve this goal, totem decided to launch 'million experience program' As long as living in Beijing, the spirit of life and improve the quality of future people interested, can go to Xiangyun town totem space for preferential experience.
'We invite people who love life in Beijing to drink coffee for free and enjoy the spiritual life!'
Innovative business model to create a new traffic entrance to open a new era of spiritual life
At the conference, Totem product manager Cheng Yibing introduced the totem brands and products in detail. He said that the totem for the emerging middle class and family, the brand model brewing for three years, the product lasted six months to create. Totem ideal life laboratory in the traditional shopping formats Based on the mental life as operating mode as the core, to create suitable for the emerging middle-class spirit of the spiritual life of the land, communication and interaction, quality of life experience of the totem project will develop the center shop, community shop and experience shop three types of stores , Respectively, focused on the core business district, mature high-end community and for sale real estate.
Totem Space focuses on the three spiritual activities with the core of the three major formats: the seed church, library - bookstore, library - connecting the world, the library - study rooms, hand made objects represented by the combination of thinking patterns; to totem coffee, party World, shared kitchen, secret post office, sounds of nature, magic pen Ma Liang, gaming museum and other representatives of the social format; to Totem florist, totem market, child care, creative cuisine and other representatives of the quality format.
Cheng Yibing introduction, the totem brand plan In the next 3-5 years, in the first-tier cities of the core business district and mature communities, set up 100 totem center shop and experience shop for 5 million people to bring a better life service. Xiangyun totem will be used as a research and development base, constantly Innovative formats and space products, verify the space and product vitality, adjust operations management strategy.
'Totem space and technology will have a good combination of artificial intelligence technology such as face recognition has done a good job in the cloud trial totem.' Cheng Yibing said that we will combine advanced technologies such as artificial intelligence, cloud computing, big data, robotics on the totem space Continuous improvement, but the premise is to allow consumers to experience each and every one of the best totem in the effort to create a combination of online and offline membership mode of operation, the close use of artificial intelligence and data to improve the combination of formats, and constantly improve customer satisfaction, scientific guidance operations management.
Totem will be an open platform and a new premium traffic portal to create profit space through 'Internet + Innovative Business.' Cheng Yibing said the Totem Expansion Program will be implemented in a variety of ways, including through the asset-light model that includes branded and managed output The combination will share the win-win situation with existing communities, commercial real estate, developers and partners in various fields through the model of "investment + self-operation + association." Through cooperation, community and commercial quality will be enhanced and a new space for spiritual life consumption will be constructed.
The elite sword in the field of technology and real estate refers to the new business space development
At the totemic brand conference, Wu Zheng said in his speech that the future consumption patterns of the new middle class will undergo three major shifts, from simple commodity consumption to time consumption, from material consumption to spiritual consumption and from business social to family social , Business model innovation will also shift from the traditional B2B2C B2C2B.
Totem brand planning Wu ZhengWu Zheng is regarded by the industry as having superb talent in creating a wealthy commercial space. Under his leadership, Joy City Tianjin became the first integrated and experiential shopping center of COFCO to introduce cultural themes and innovative formats. The ride goose commune, Temple, 0618 Street, the fifth garage, good food bureau, beating and other sections of the industry to impress the innovative experience format, operating in the domestic shopping center quite well-known.
The totem team also brings together the top teams in the real estate circle and science and technology circle, including the founding team of themed commercial blocks represented by Wang Fei and the elites in the field of technology internet such as BAT etc. The project leader Cheng Yibing was once the chairman of China Minmetals and Ali Joint Venture - Deputy General Manager of the five princes, with strategic planning, user-oriented, O2O planning and implementation of strong team building ability.Hefei, 34-year-old former general manager of the city of Joy, has Xidan Joy City, Chaoyang Joy City, Tianjin Joy City, Tianjin COFCO Plaza work, riding a goose commune, 0618, Queen's Park and other theme blocks.
Experts say, totem mode or will lead the industry trend
'Adhere to the house is used to live, not used to speculation positioning' in the 19 report for the development of real estate development further to the market release of a clear signal to a series of policies in the early effect of the current real estate market Enter a stable period Changes in policies and markets have allowed real estate and business practitioners to further explore and explore the transition from development to operations.
Wu Zheng believes that the brand and business of the totem will become a sponsor of lifestyle proponents, advocating creative culture, green ecology, leading science and technology, paying attention to the resonance of spirit and thought, integrating into the upgrading of intelligent product experience, and letting people enjoy the pleasant, comfortable and comfortable spiritual life .
In the high-end forum of the totem brand conference, Zhu Xudong, one of the founders of E-House, looked at real estate from a real estate perspective to interpret the art of life .In his opinion, the future life style described by the totem focuses on the middle class Mental life, a useful exploration of the future of real estate and commerce, may lead to new industry trends.
Totem investor, founder of black hole tensor, said that we have to do the best things to give consumers the most extreme and most warm experience, touching the hearts of people in the softest place, hoping to make our efforts to make the world a better place It is understood that tensions investment in areas involving intelligent robots, VR technology, virtual reality content and games, HACHI technology (smart community life) and other fields, the development of the totem brand will be linked with many partners to achieve a total of industry win.
