文旅案例 | 非標(biāo)商業(yè)的覺醒：在文旅融合浪潮中構(gòu)建內(nèi)容引力場(chǎng)

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非標(biāo)商業(yè)的蓬勃發(fā)展，是多重社會(huì)力量共同作用的結(jié)果。首先，消費(fèi)需求的范式轉(zhuǎn)移是根本驅(qū)動(dòng)力。新一代消費(fèi)者，尤其是Z世代，不再滿足于單純的物質(zhì)消費(fèi)。他們追求個(gè)性、情感共鳴、社交認(rèn)同與精神滿足。一個(gè)能提供獨(dú)特記憶、分享價(jià)值與美學(xué)體驗(yàn)的空間，遠(yuǎn)比一個(gè)僅能完成購(gòu)物的場(chǎng)所更具吸引力。這催生了從“交易場(chǎng)”到“內(nèi)容場(chǎng)”與“情感場(chǎng)”的商業(yè)空間進(jìn)化。其次，線上零售的擠壓促使實(shí)體商業(yè)尋找不可替代性。標(biāo)準(zhǔn)化商品在電商平臺(tái)上面臨著殘酷的價(jià)格戰(zhàn)，而實(shí)體空間的體驗(yàn)感、氛圍感與即時(shí)性的社交互動(dòng)，是線上渠道無法復(fù)制的。非標(biāo)商業(yè)正是將這種“體驗(yàn)”作為核心產(chǎn)品進(jìn)行打造。再者，文旅產(chǎn)業(yè)的深度發(fā)展為非標(biāo)商業(yè)提供了廣闊舞臺(tái)。當(dāng)下文旅發(fā)展已進(jìn)入“下半場(chǎng)”，游客渴望深入當(dāng)?shù)厣睿斫庠诘匚幕M(jìn)行“像當(dāng)?shù)厝艘粯由睢钡穆眯小＿@使得深植于特定地域文化脈絡(luò)的非標(biāo)商業(yè)項(xiàng)目，如古城改造街區(qū)、鄉(xiāng)村美學(xué)聚落、工業(yè)遺址文創(chuàng)園等，成為了承載這種深度體驗(yàn)的理想容器。它們不僅是商業(yè)空間，更是文化展示與交流的窗口。

The vigorous development of non-standard business is the result of the joint effect of multiple social forces. First of all, the paradigm shift in consumer demand is the fundamental driving force. The new generation of consumers, especially Generation Z, are no longer satisfied with simple material consumption. They pursue individuality, emotional resonance, social identity and spiritual satisfaction. A space that can offer unique memories, share values and aesthetic experiences is far more attractive than a place that is merely for shopping. This has given rise to the evolution of commercial Spaces from "transaction fields" to "content fields" and "emotional fields". Secondly,

The squeeze from online retail has prompted physical businesses to seek irreplaceability. Standardized products are facing fierce price wars on e-commerce platforms, while the experience, atmosphere and immediate social interaction in physical Spaces cannot be replicated by online channels. Non-standard business precisely takes this kind of "experience" as the core product to create. Furthermore, the in-depth development of the cultural and tourism industry has provided a broad stage for non-standard businesses. As the development of cultural tourism has entered its "second half", tourists are eager to immerse themselves in local life, understand the local culture and embark on trips that allow them to "live like locals". This makes non-standard commercial projects deeply rooted in the cultural context of specific regions, such as ancient city renovation districts, rural aesthetic clusters, and industrial heritage cultural and creative parks, ideal containers for carrying such in-depth experiences. They are not only commercial Spaces but also Windows for cultural display and exchange.

一、核心塑造：非標(biāo)商業(yè)的“內(nèi)容引力場(chǎng)”，在紛繁的趨勢(shì)背后，非標(biāo)商業(yè)能夠脫穎而出的核心，并非單純的空間形態(tài)之“異”，而在于其構(gòu)建了一個(gè)強(qiáng)大的“內(nèi)容引力場(chǎng)”。

所謂“內(nèi)容引力場(chǎng)”，是指一個(gè)空間通過獨(dú)特的文化主題、持續(xù)的內(nèi)容創(chuàng)造、高粘性的社群互動(dòng)以及深度的價(jià)值共鳴，所形成的強(qiáng)大吸引力與用戶留存能力。它讓商業(yè)空間從一個(gè)被動(dòng)的“容器”，轉(zhuǎn)變?yōu)橐粋€(gè)能主動(dòng)生產(chǎn)話題、吸引人流、創(chuàng)造消費(fèi)的“磁極”。這個(gè)引力場(chǎng)的能量來源有三：獨(dú)特的故事與世界觀：一個(gè)成功的非標(biāo)商業(yè)項(xiàng)目擁有一個(gè)清晰且動(dòng)人的“主題敘事”。無論是圍繞一段歷史、一種生活方式，還是一種美學(xué)理念，這個(gè)故事貫穿于項(xiàng)目的方方面面，為所有商業(yè)活動(dòng)提供了統(tǒng)一的背景和意義。持續(xù)的內(nèi)容更新能力：它不是一個(gè)靜態(tài)的物理空間，而是一個(gè)持續(xù)產(chǎn)生新內(nèi)容、新活動(dòng)、新話題的“內(nèi)容平臺(tái)”。展覽、工作坊、市集、講座、快閃店……不斷刷新的內(nèi)容，是吸引消費(fèi)者重復(fù)到訪的關(guān)鍵。高粘性的價(jià)值社群：它通過共同的價(jià)值理念和興趣紐帶，將消費(fèi)者、品牌主理人、運(yùn)營(yíng)者凝聚成一個(gè)社群。商業(yè)行為在這里是社群互動(dòng)自然產(chǎn)生的結(jié)果，而非生硬的買賣關(guān)系。理解了這一核心，我們便能在規(guī)劃、空間、運(yùn)營(yíng)與招商上，找到清晰的發(fā)力點(diǎn)。

I. Core Shaping: The "Content Gravitational Field" of Non-standard Business. Behind the complex trends, the core that enables non-standard business to stand out is not merely the "difference" in spatial form, but rather the construction of a powerful "content gravitational field".

The so-called "content gravitational field" refers to the powerful appeal and user retention ability formed by a space through unique cultural themes, continuous content creation, highly sticky community interaction, and deep value resonance. It transforms commercial Spaces from passive "containers" into "magnetic poles" that can actively generate topics, attract foot traffic and create consumption. There are three sources of energy for this gravitational field: a unique story and worldview: A successful non-standard business project has a clear and touching "thematic narrative". Whether it revolves around a period of history, a way of life, or an aesthetic concept, this story runs through all aspects of the project, providing a unified background and significance for all business activities. Continuous content update capability: It is not a static physical space, but a "content platform" that constantly generates new content, new activities, and new topics. Exhibitions, workshops, markets, lectures, pop-up stores... Constantly refreshed content is the key to attracting consumers to visit repeatedly. Highly sticky value communities: They unite consumers, brand managers, and operators into a community through shared value concepts and interest ties. Business activities here are the natural outcome of community interaction rather than rigid buyer-seller relationships. Having understood this core, we can identify clear points of effort in planning, space, operation and investment promotion.

二、實(shí)踐路徑：規(guī)劃、空間、運(yùn)營(yíng)與招商的四位一體

規(guī)劃先行：主題定調(diào)與精準(zhǔn)定位。深挖在地，敘事先行：在項(xiàng)目規(guī)劃初期，必須放棄“填空式”的業(yè)態(tài)規(guī)劃邏輯，轉(zhuǎn)向“主題式”的內(nèi)容規(guī)劃。深入研究項(xiàng)目所在地的自然風(fēng)貌、歷史文脈、民俗技藝，提煉出一個(gè)獨(dú)一無二的文化IP或主題故事。例如，阿那亞以“海邊人文社區(qū)”為核心敘事，所有業(yè)態(tài)與活動(dòng)都圍繞“詩與遠(yuǎn)方”的精神追求展開。客群精準(zhǔn)畫像，拒絕大而全：明確項(xiàng)目的核心客群是誰——是追求精致的文藝青年，是注重親子體驗(yàn)的家庭，還是熱衷戶外與潮酷文化的探索者？圍繞核心客群的深層需求（社交、學(xué)習(xí)、放松、認(rèn)同）來構(gòu)建業(yè)態(tài)組合，寧愿做深做透一小群人，也不要試圖取悅所有人。與區(qū)域文旅戰(zhàn)略協(xié)同：將項(xiàng)目置于更大的區(qū)域文旅發(fā)展規(guī)劃中考量，實(shí)現(xiàn)功能互補(bǔ)與客源共享。例如，在傳統(tǒng)景區(qū)旁，打造一個(gè)提供深度文化體驗(yàn)與品質(zhì)生活的“休憩加油站”，形成觀光與度假的閉環(huán)。

空間營(yíng)造：場(chǎng)景體驗(yàn)與情感共鳴打破邊界，融合自然與人文：最大化利用在地資源，將建筑與自然景觀（山、水、田、園）無縫銜接。采用本土材料、延續(xù)傳統(tǒng)建筑語匯，但以現(xiàn)代設(shè)計(jì)手法進(jìn)行演繹，營(yíng)造既熟悉又新穎的空間感受。如浙江的松陽老街改造，保留古建筑肌理的同時(shí)，植入符合現(xiàn)代審美的玻璃、鋼構(gòu)，新舊對(duì)話間張力十足。營(yíng)造“打卡點(diǎn)”與“滯留點(diǎn)”：精心設(shè)計(jì)具有高度辨識(shí)度和傳播性的視覺焦點(diǎn)（打卡點(diǎn)），吸引人流。同時(shí)，更要?jiǎng)?chuàng)設(shè)能讓人安心停留、消磨時(shí)間的“滯留點(diǎn)”——如一個(gè)舒適的階梯廣場(chǎng)、一個(gè)充滿陽光的庭院、一家有格調(diào)的咖啡館角落，這些是產(chǎn)生隨機(jī)性消費(fèi)和深度社交的基礎(chǔ)。尺度宜人，動(dòng)線有趣：避免宏大而冷漠的尺度，采用小體量、分散式的布局，營(yíng)造街巷的探索樂趣。動(dòng)線設(shè)計(jì)應(yīng)蜿蜒曲折，移步換景，不斷給消費(fèi)者帶來“發(fā)現(xiàn)”的驚喜，延長(zhǎng)其停留時(shí)間。

運(yùn)營(yíng)為魂：內(nèi)容活化與社群滋養(yǎng)。設(shè)立“內(nèi)容中臺(tái)”，扮演“策展人”：運(yùn)營(yíng)團(tuán)隊(duì)的核心職能應(yīng)從物業(yè)管理轉(zhuǎn)向內(nèi)容策劃。需要建立一個(gè)強(qiáng)大的“內(nèi)容中臺(tái)”，持續(xù)策劃主題展覽、藝術(shù)節(jié)、音樂派對(duì)、主題市集、名家講座等文化活動(dòng)，保持項(xiàng)目的鮮活度。數(shù)據(jù)驅(qū)動(dòng)，精準(zhǔn)運(yùn)營(yíng)：通過會(huì)員系統(tǒng)、小程序等工具，沉淀用戶數(shù)據(jù)，分析消費(fèi)偏好與行為軌跡，用以反哺活動(dòng)策劃與商戶調(diào)整，實(shí)現(xiàn)精細(xì)化運(yùn)營(yíng)。培育社群，賦能用戶：積極發(fā)起和扶持基于共同興趣的社群（如讀書會(huì)、手作俱樂部、跑步社團(tuán)），并給予社群活動(dòng)場(chǎng)地、資源等方面的支持。讓用戶從旁觀者變?yōu)閰⑴c者，甚至共創(chuàng)者，形成強(qiáng)大的歸屬感和自傳播力。

招商邏輯：價(jià)值觀招商與生態(tài)構(gòu)建。從“招租”到“尋伴”：招商不再是尋找支付租金的商戶，而是尋找志同道合的“品牌主理人”與“內(nèi)容創(chuàng)作者”。他們應(yīng)對(duì)項(xiàng)目主題有深刻認(rèn)同，并具備獨(dú)特的產(chǎn)品力與強(qiáng)烈的個(gè)人魅力。注重“化學(xué)反應(yīng)”，而非簡(jiǎn)單堆砌：評(píng)估一個(gè)品牌，不僅要看其本身，更要看它能否與周邊品牌產(chǎn)生“1+1>2”的協(xié)同效應(yīng)。一個(gè)售賣獨(dú)立出版物書店的旁邊，可能更適合一個(gè)提供精品咖啡的安靜咖啡館，而非一個(gè)喧鬧的游戲廳。創(chuàng)新合作模式，共擔(dān)風(fēng)險(xiǎn)共享收益：突破固定租金的傳統(tǒng)模式，更多地采用“保底租金+營(yíng)業(yè)額提成”甚至“股權(quán)合作”、“聯(lián)營(yíng)模式”等，將運(yùn)營(yíng)方與商戶的利益深度綁定，形成命運(yùn)共同體，共同把蛋糕做大。積極引入具有成長(zhǎng)性的原創(chuàng)設(shè)計(jì)師品牌、手工藝人、網(wǎng)紅主理人品牌，它們是非標(biāo)商業(yè)獨(dú)特性的重要來源。

Ii. Practical Path: The integration of planning, space, operation and investment promotion

Planning first: Theme setting and precise positioning. Dig deep into the ground and start with narrative: In the early stage of project planning, it is necessary to abandon the "fill-in-the-blank" logic of business format planning and shift to a "thematic" content planning. Conduct in-depth research on the natural features, historical context and folk skills of the project site, and distill a unique cultural IP or theme story. For instance, Aranya takes "Seaside humanistic community" as its core narrative, and all its business forms and activities revolve around the spiritual pursuit of "poetry and distant places". Precise customer profiling, rejecting being all-encompassing: Clearly identify who the core customer group of the project is - are they the refined and artistic youth, the families that value parent-child experiences, or the explorers passionate about outdoor and trendy culture? Build a business format mix around the deep-seated needs of the core customer group (social interaction, learning, relaxation, and identification). It is better to deeply and thoroughly engage a small group of people than to try to please everyone. Coordination with regional cultural and tourism strategies: Consider the project within the broader regional cultural and tourism development plan to achieve functional complementarity and customer source sharing. For instance, beside traditional scenic spots, create a "rest gas station" that offers in-depth cultural experiences and a quality life, forming a closed loop of sightseeing and vacation.

Spatial creation: Scene experience and emotional resonance break boundaries, integrating nature and humanity: Maximize the utilization of local resources, seamlessly connecting buildings with natural landscapes (mountains, water, fields, gardens). By using local materials and continuing the traditional architectural vocabulary, but interpreting it with modern design techniques, a spatial experience that is both familiar and novel is created. For instance, in the renovation of Songyang Old Street in Zhejiang Province, while preserving the texture of ancient buildings, modern aesthetic elements such as glass and steel structures have been incorporated, creating a highly tense dialogue between the old and the new. Create "check-in spots" and "lingering spots" : Carefully design highly recognizable and shareable visual focal points (check-in spots) to attract foot traffic. At the same time, it is even more necessary to create "lingering spots" that people can feel at ease to stay and kill time - such as a comfortable stepped square, a sunny courtyard, or a corner of a stylish coffee shop. These are the foundations for generating random consumption and in-depth social interaction. The scale is pleasant and the circulation is interesting: Avoiding grand and cold scales, a small volume and decentralized layout are adopted to create the fun of exploring the streets and alleys. The design of the circulation should be winding and twisting, with changing scenes as one moves, constantly bringing consumers the surprise of "discovery" and prolonging their stay time.

Operation as the soul: Content activation and community nourishment. Establish a "content middle platform" and act as a "curator" : The core function of the operation team should shift from property management to content planning. It is necessary to establish a powerful "content middle platform", continuously plan cultural activities such as theme exhibitions, art festivals, music parties, theme markets, and lectures by famous experts, and maintain the vitality of the project. Data-driven, precise operation: Through tools such as membership systems and mini-programs, user data is accumulated, consumption preferences and behavior trajectories are analyzed, which are used to support event planning and merchant adjustments, achieving refined operation. Cultivate communities and empower users: Actively initiate and support communities based on common interests (such as reading clubs, handicraft clubs, and running clubs), and provide support in terms of activity venues and resources for these communities. Transform users from onlookers to participants, and even co-creators, fostering a strong sense of belonging and self-propagation.

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