Nanjing's first "Yuan Cosmic" commercial block will open next month!Is it a concept or a new wind?

Recently, a news that "Nanjing wants to open the 'Yuan Universe' shopping mall" has boarded the hot search. Many people have not figured out what the "Yuan Universe" is, and has produced "cognitive fatigue". When the "Yuan Universe" embeds the real consumption scenario around them, everyone's expectations are still full.

In fact, the "Yuan Universe" block is not the first of Nanjing. In July of this year, Qingdao's century -old Zhongshan Road was made into a "Yuan Universe" neighborhood and became popular. What is the current progress of this "Yuan Universe" block in Nanjing? What are the highlights? When the "Yuan Universe" encounters "new consumption", is it concept or a new outlet?

Visiting:

Unlock 4 immersive scenes and stories chapters, it is expected to officially open the street next month

In the Gulou Innovation Plaza, Xinhua Daily · Jiaojiao reporter saw that the commercial supporting project named "Hua Kai · In Box" on the spot is under pressure. At present, the logo of the block has been installed on the wall, and the "quantum sculpture", "digital pioneering", "carbon neutralization area" and other punching points and regions are lit. Installed. In the middle of the neighborhood, the staircase on the second floor was pulled with a yellow line with a yellow line. The blue light band of the corner of the corner has been opened, and the construction staff is cleaning the ground dust.

The reporter visited and found that facilities related to the theme of the Yuan universe are still under renovation, but some commercial brand stores in the neighborhood have begun to open. Flower baskets are placed at the door. According to on -site staff, the entire block covers an area of ​​about 30,000 square meters, and it is expected to officially open the street next month.

The reporter immediately contacted the relevant person in charge of the operation and management of the district and the Nanjing Hua Kai Enterprise Consultation Management Co., Ltd. According to the person in charge, the project construction has entered the ending stage, and the overall investment rate has reached 75%. "Among the introduced brands, more than 15%are the first store in Jiangsu, which aims to create personalized consumption for more young people."

Regarding the elements of the "Yuan Universe" that everyone is widespread, the person in charge stated that they created the first AR yuan cosmic commercial district with ecological sustainable development as the entry point in the Yangtze River Delta -in BOX Cloud Future City. In the future of Yunzhong City, Nanjing Drum Tower Innovation Plaza is selected as the base view, combining the grand narrative background of the Yuan universe, bringing a new experience of AR's reinforcement, calling on more people to participate in the issues of science and technology and nature. "Through AR technology, the four immersive clouds and chapters will be gradually unlocked by the AR technology. You will also meet a friend from the cloud in the clouds to guide you to shuttle freely during the period. Citizens can scan the second two in the neighborhood. View code, enter the AR interactive interface, get a three -dimensional immersive experience. "

(The above three renderings provided by the operating management party of the neighborhood)

At that time, what is the experience? What is the response of citizens? Is it a gimmick in the mall or an innovation of the consumer scene? We wait and see.

Observed:

The "Yuan Universe" neighborhood is not the first in Nanjing, the "Yuan Universe" shopping festival is also here

The "Yuan Universe" commercial district is in Nanjing's "swiping", but it is not a topic from a nationwide perspective.

Under the creative empowerment of digital technology, the old city put on the coat of "light and shadow". On the evening of July 21, the 6 major projects of the "Qingdao Shangjie Lighting Zhongshan Road" of the "Qingdao Upper Street" in the southern district of Qingdao City will be unveiled. In the future, Zhongshan Road will be made into the historical block of the "Yuan Universe". According to the project executives, the use of digital twin, big data, AR, MR and other technologies will create an immersive dining draft, night tour, market, performing arts and other experience projects to achieve "blocks of the streets+high -tech multimedia+event tour "". Create virtual city scenic spots online to achieve smart tourism functions such as online appointment, online shopping, and online tour. After all, citizens can not only appreciate the changeable Zhongshan Road street view at night, but also experience virtual tour guides to accompany the service through the mobile app or applet.

With the "Yuan Cosmic" commercial district, the shopping festival wrapped in the "Yuan Universe" coat came into being. This year's Shanghai "Fifth Five -Year Shopping Festival", Oriental Satellite TV and SMG's SMT will start the organic combination of "Yuan Universe" with live shopping, combining the most advanced VR, AR, 5G and other technologies and the most fashionable game scenarios. Shopping blocks, brand stores, cultural tourism attractions, digital venues and other formats are gathered in one. Among them, when the "12 -hour Global Live" starts, consumers can enter the "Yuanshi District" lobby from the small program, and change the face and pinch their faces here to adjust the hair color, body shape, height, dressing, etc. After DIY comes from his favorite role, consumers can "visit the mall" as they want.

In addition to the new consumer scenarios, the "Yuan Universe" also "penetrated" into the cultural tourism industry and caused controversy. On November 18, 2021, the Zhangjiajie Yuan Cosmic Research Center was officially listed at the Big Data Center of Wulingyuan District. Zhangjiajie has also become the first scenic spot in the country to set up the Yuan Universe Research Center. In response to the situation where there are many negative reviews, the response of the Zhangjiajie Scenic Area at that time was a bit "aggrieved": "Zhangjiajie Yuan Cosmic Research Center is a regular organization with an official background. Promote this very seriously. "

View:

The vision is very good, the status quo is stuck, and more still stays on marketing methods.

"The Yuan universe is a virtual world that uses scientific and technological means to link and create, and has a digital living space with a new social system with a new social system." At present, in the industry's opinion, the word "Yuan Universe" is more only more only more is just the word "the universe" is more just a word. A commercial symbol, it does not have any new technologies in itself, but integrates a large number of existing technologies, including 5G, cloud computing, artificial intelligence, virtual reality, blockchain, digital currency, Internet of Things, human -computer interaction, etc. And high requirements for these technologies. The cool "Yuan Universe" application products and consumer scenarios are endless, and the information consumer market is in full swing. But when the "Yuan Universe" encounters "new consumption", is it concept or a new outlet? During the interview, relevant industry insiders and experts expressed their cautious attitude.

"The vision is very good, the current situation is stuck, and the key technical points are not breakthrough. Large -scale commercialization should be concentrated in the game and entertainment industry." Mr. Zhu, who works as an Internet company, believes that from the perspective of the current level of hardware development, the high of the Yuan universe is high Real -time, high interaction, and high immersion requirements also lack technical support. To achieve the breakthrough of 3D engine technology, artificial intelligence technology, underlying algorithm, and basic communication networks. "At present, the so -called 'Yuan Universe' products have not allowed users to feel other experiences and feelings with products based on existing Internet technology."

Earlier, the industry had a point of view that in the true sense of the Yuan cosmic product to land on a large scale, at least the AR glasses or VR heads caught up with the PC, and only most users held in the hands of the hands of the hands. When there is related equipment, a sufficiently prosperous ecology can be established.

"Conditional innovation is definitely good for business. This is also a trend. Consumers need freshness, but this freshness is the starting point and not the end point. It is not the end point. Mr. Wu, who has been in business research for many years, said that the current consumption scenario embedded in the elements of the "Yuan Cosmic" is more of a marketing method. "But the concept of the" Yuan Universe "will only be a flash in the pan, and it is impossible to have long -term consumption consumption Sticky. "

Xinhua Daily · Jiaojiao Reporter Huang Huan intern Li Wenyu

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