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近年來，非標商業概念在中國零售界迅速崛起，成為行業內的熱門話題。由于“非標”理念打破了傳統零售的界限，展現出顛覆性的能力，因此深受年輕消費者的喜愛，這一趨勢也催生了多個既受歡迎又盈利的非標商業實體。

In recent years, the concept of non-standard business has risen rapidly in China's retail industry and become a hot topic in the industry. Because the concept of "non-standard" breaks the boundaries of traditional retail and shows the ability to disrupt, it is loved by young consumers, and this trend has also spawned a number of both popular and profitable non-standard business entities.

非標商業是相對于標準化商業而言的一種新型商業模式。它通過在空間形態、場景營造、業態組合和運營模式等方面進行創新性設計，打造出獨特的商業地產項目。四大元素構建非標商業的基礎邏輯：一是空間形態的創新突破：采用開放式的空間布局，以獨特的建筑設計吸引人們的注意力，營造出強烈且自由的感官體驗。二是場景營造融入地方特色：非標商業的空間設計從傳統的以商品為中心轉變為以人的體驗為核心。無論是商品的展示還是服務，都以提升消費者的體驗為出發點，而非單純的展示。三是業態組合更加靈活多樣：非標商業通過去除傳統的商業屬性，實現消費目的。因此，其業態呈現出去零售化的趨勢，組合方式也更為靈活多變。四是運營模式打破傳統：非標商業的核心是一個靈魂人物，即整個項目的決策者。他能夠直接決策、協調資源、統籌招商企劃，打破傳統的商管鏈條之間的障礙，把控呈現的審美，讓價值觀通過無數的決策得以實現。

Non-standard business is a new business model compared with standardized business. It creates a unique commercial real estate project through innovative design in the aspects of space form, scene construction, format combination and operation mode. Four elements build the basic logic of non-standard business: First, the innovative breakthrough of spatial form: the use of open space layout, with unique architectural design to attract people's attention, to create a strong and free sensory experience. The second is to integrate the local characteristics into the scene construction: the space design of non-standard business has changed from the traditional commodity as the center to the human experience as the core. Whether it is the display of goods or services, the starting point is to improve the experience of consumers, rather than simply display. Third, the business mix is more flexible and diverse: non-standard business achieves consumption purposes by removing traditional business attributes. Therefore, its business format shows the trend of going out to retail, and the combination method is more flexible and changeable. Fourth, the operation model breaks the tradition: the core of non-standard business is a soul figure, that is, the decision maker of the entire project. He can directly make decisions, coordinate resources, coordinate investment planning, break the barriers between the traditional business management chain, control the aesthetic presentation, so that values can be realized through countless decisions.

一、項目背景

RESIDENTIAL DESIGN

萬歲山·大宋武俠城作為開封市旅游景區中以大宋武俠文化為旅游特色主題的游覽區，常年將宋文化為主線且極為重視宋武俠文化和景觀氛圍的塑造。其中再現宋代千年古剎輝煌的萬歲寺、體現佛儒道精神的龍壇、1:1還原水滸《三打祝家莊》戰場的城寨沙場、世界上留存最為完整的明清古城墻遺址等眾多景觀，國內最大的人造溪流瀑布群之一 “九龍瀑”采用全新的設計理念，將宋文化與山水飛瀑作為描繪景觀語言的主要元素，一抹飛闕將南北兩條體現景區武俠文化與休閑文化主干道相連，形成獨特的宋文化、武俠文化的景觀骨架，還原了盛世宋韻中描寫的嶙峋起伏、溪流飛瀑、峽谷山澗并存的壯美景觀。

As one of the tourist attractions in Kaifeng City, the Great Song Wuxia City takes the Great Song Wuxia culture as the theme of tourism, and attaches great importance to the shaping of the Song Wuxia culture and landscape atmosphere. Among them, the reproduction of the Song Dynasty thousand years of ancient temple glory temple, reflecting the spirit of Buddhism, Confucianism and Taoism of the dragon altar, 1:1 restoration of water edge "three dozen Zhujiazhuang" battlefield of the city walled battlefield, the world's most intact Ming and Qing ancient city wall ruins and many other landscapes, one of the largest man-made streams and waterfalls in China, "Kowloon Waterfall" adopts a new design concept. Taking Song culture and mountains and rivers as the main elements of depicting landscape language, Yidao Feique connects the two main roads of the north and south reflecting the Wuxia culture and leisure culture of the scenic area, forming a unique landscape skeleton of Song culture and Wuxia culture, and restoring the magnificent landscape of jagging ups and downs, streams and waterfalls, canyons and mountains described in the Song rhyme of the prosperous times.

開封萬歲山原是北宋著名的皇家園林，興建于北宋政和七年（1117年），歷時6年落成。它藏自然山水美與人工美于一體，成為全國山水奇景的一個縮影和北宋末年東京開封最大最美的園林。2003年10月，開封市萬歲山游覽區有限公司在原國家森林公園的基礎上建立了萬歲山森林度假區，部分借鑒了北宋萬歲山的園林特色，并結合現代市民的需求，完工后成為一個融古典園林建筑藝術和現代園林風光于一體的休閑度假區。2012年10月，為了形成以大宋武俠為核心的旅游定位產品，打造大宋武俠主題特色景區，萬歲山游覽區正式更名為——萬歲山·大宋武俠城。

Kaifeng Viva Mountain was originally a famous imperial garden in the Northern Song Dynasty. It was built in the seventh year of Zhenghe in the Northern Song Dynasty (1117) and took 6 years to complete. It contains natural landscape beauty and artificial beauty in one, becoming a microcosm of the national landscape wonders and the largest and most beautiful garden in Kaifeng, Tokyo in the late Northern Song Dynasty. In October 2003, Kaifeng Viva Mountain Resort Co., Ltd. established Viva Mountain Forest Resort on the basis of the original National Forest Park, partly drawing on the garden characteristics of Viva Mountain in the Northern Song Dynasty, and combined with the needs of modern citizens, after completion, it became a leisure resort integrating classical garden architecture art and modern garden scenery. In October 2012, in order to form a tourism positioning product with the martial arts of the Great Song Dynasty as the core and create a special scenic spot with the martial arts of the Great Song Dynasty, Viva Mountain Tourist Area was officially renamed - Viva Mountain · Song Dynasty Martial Arts City.

二、特色產品

RESIDENTIAL DESIGN

萬歲山武俠城集千年歷史文化和武俠精神于一體，通過實景演出、武術表演等多種形式，將武俠文化與旅游體驗相結合，為游客提供了沉浸式的武俠世界。景區常年推出精心編排的實景武俠劇目，如大型水滸實景劇《三打祝家莊》等，場面宏大，融合了影視爆破、云梯炮戰、大型馬術、特技威亞等實景拍攝技術，讓觀眾如同親臨烽火彌漫的大宋古戰場。除了傳統的武俠元素節目表演外，萬歲山武俠城還不斷創新旅游新業態，如景區劇本殺等，為游客帶來全新沉浸式武俠主題游園產品。

Combining thousands of years of history and culture with the spirit of martial arts, Viwanshan Martial Arts City combines martial arts culture with tourism experience through various forms such as live-action performances and martial arts performances, providing tourists with an immersive world of martial arts. The scenic area has launched carefully choreographed live martial arts plays all the year round, such as the large-scale water side live drama "Three dozen Zhujiazhuang", etc., the scene is grand, the integration of film and television blasting, ladder artillery battles, large-scale equestrian, stunt Wiya and other real scene shooting technology, so that the audience is like coming to the Great Song Dynasty ancient battlefield filled with flames. In addition to the traditional martial arts elements show performance, Viva Mountain Martial Arts City also continuously innovates new tourism formats, such as scenic script killing, etc., to bring new immersive martial arts theme park products to tourists.

它不僅僅是一個觀賞節目的地方，更是一個能夠讓人深入體驗和參與的沉浸式故事園區。這種設計讓游客能夠更全面地融入武俠世界，感受到濃厚的文化氛圍。沉浸式體驗：通過在各個板塊進行相應的表演，讓游客仿佛置身于武俠故事之中，身臨其境地感受武俠文化的魅力。這種沉浸式的體驗方式，無疑會讓游客留下深刻的印象。豐富的節目選擇：除了熱門的《打鐵花》、《三打祝家莊》等節目外，還有非常多小眾但同樣精彩的節目等待游客去發掘。這些節目不僅展示了中華文化的多樣性，也滿足了不同游客的興趣和需求。獨特的園區設施：像“武大郎的家”這樣既真實又有趣的景點，不僅增加了游客的互動體驗，也讓園區更具吸引力。游客可以在這里品嘗到地道的美食，同時還能了解相關的歷史和文化背景。

It is not only a place to watch the show, but also an immersive story park that allows people to deeply experience and participate in. This design allows visitors to more fully integrate into the Wuxia world and feel a strong cultural atmosphere. Immersive experience: Through corresponding performances in each section, visitors can feel as if they are in the story of Wuxia and feel the charm of Wuxia culture. This immersive experience will undoubtedly leave a deep impression on visitors. Rich program choices: In addition to the popular "Blacksmithing", "Three dozen Zhujiazhuang" and other programs, there are many niche but equally wonderful programs waiting for tourists to explore. These programs not only show the diversity of Chinese culture, but also meet the interests and needs of different tourists. Unique park facilities: Authentic and interesting attractions such as "Wudalang's Home" not only increase the interactive experience of visitors, but also make the park more attractive. Visitors can taste authentic food here, while also learning about the relevant historical and cultural background.

三、經驗總結

INTERIOR AESTHETICS

河南開封萬歲山武俠城項目之所以爆火，其商業邏輯主要基于以下幾個方面：1）獨特的主題定位：萬歲山武俠城以“大宋武俠”為主題，通過實景演出、武術表演等多種形式，將武俠文化與旅游體驗相結合，為游客提供了沉浸式的武俠世界。這種獨特的主題定位滿足了人們對武俠文化的向往和好奇心，吸引了大量游客前來參觀體驗。

The commercial logic of the project in Kaifeng, Henan Province is mainly based on the following aspects: 1) Unique theme positioning: With the theme of "Martial arts of the Song Dynasty", the project combines martial arts culture with tourism experience through live-action performances, martial arts performances and other forms, providing tourists with an immersive martial arts world. This unique theme positioning satisfies people's yearning and curiosity for Wuxia culture, attracting a large number of tourists to visit and experience.

2）豐富的文化內涵：萬歲山武俠城不僅展現了武俠文化的魅力，還深入挖掘了宋代的文化元素，如服飾、建筑、飲食等。這些文化元素的融入，使得武俠城不僅僅是一個旅游景點，更是一個文化傳播的平臺，讓游客在欣賞美景的同時，也能感受到宋代文化的獨特魅力。

2) Rich cultural connotation: The city not only shows the charm of Wuxia culture, but also deeply explores the cultural elements of the Song Dynasty, such as clothing, architecture, food and so on. The integration of these cultural elements makes Wuxia City not only a tourist attraction, but also a platform for cultural dissemination, allowing visitors to enjoy the beautiful scenery at the same time, but also feel the unique charm of Song Dynasty culture.

3）高質量的演出內容：萬歲山武俠城的演出內容豐富多樣，包括《打鐵花》、《英雄岳飛》等經典劇目。這些演出不僅具有高度的藝術性和觀賞性，還能夠與觀眾產生共鳴，讓觀眾在欣賞演出的同時，也能夠感受到武俠精神的力量。

3) High-quality performance content: The performance content of Wanshan Martial Arts City is rich and diverse, including classic plays such as "Blacksmith Flower" and "Hero Yue Fei". These performances are not only highly artistic and ornamental, but also can resonate with the audience, so that the audience can enjoy the performance at the same time, but also feel the power of martial arts spirit.

4）成功的營銷策略：萬歲山武俠城在營銷方面做得非常成功，通過社交媒體、短視頻平臺等多種渠道進行宣傳推廣，吸引了大量年輕游客的關注。同時，武俠城還積極與各大旅行社、在線旅游平臺等合作，拓展了客源市場。

4) Successful marketing strategy: Viva Mountain Martial Arts City has been very successful in marketing, and has been promoted through various channels such as social media and short video platforms, attracting the attention of a large number of young tourists. At the same time, Wuxia City has also actively cooperated with major travel agencies and online tourism platforms to expand the tourist source market.

5）良好的口碑效應：萬歲山武俠城憑借其獨特的主題定位、豐富的文化內涵和高質量的演出內容，贏得了游客的廣泛好評。游客們紛紛在社交媒體上分享自己的游覽體驗，形成了良好的口碑效應。這種口碑效應進一步推動了武俠城的知名度和影響力，吸引了更多人前來參觀體驗。

5) Good word-of-mouth effect: With its unique theme positioning, rich cultural connotation and high-quality performance content, Wanshan Martial Arts City has won wide praise from tourists. Tourists have shared their experiences on social media, forming a good word-of-mouth effect. This word-of-mouth effect has further promoted the popularity and influence of Wuxia City, attracting more people to visit and experience.

6）持續的創新和發展：萬歲山武俠城并沒有止步于現狀，而是不斷推陳出新，推出新的演出劇目和活動。這種持續的創新和發展使得武俠城始終保持著新鮮感和吸引力，讓游客每次前來都能有新的體驗和感受。

6) Continuous innovation and development: Viva Mountain Martial Arts City does not stop at the status quo, but constantly innovate, launch new shows and activities. This continuous innovation and development has always kept Wuxia City fresh and attractive, allowing visitors to have new experiences and feelings every time they come.

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