Beautiful cities need aesthetic thinking, and a city's shop brand reflects the concept of urban aesthetics to a certain extent. In recent years, many cities across the country in order to make the street store style more uniform, simple and rough unified transformation, the presentation is "soil" and "ugly". It was meant to beautify the city, but it was a disaster. Suzhou city management department based on the top-level design, focus on system construction, issued the "Suzhou City shop bidding license facilities personalized setting Guidelines" (hereinafter referred to as the "Guidelines"). On December 27, the relevant press conference was held to inform the specific situation.

The exploration of the personalized shop call shop card setting

Unity of style does not equal beauty, and flexibility and diversity does not equal chaos. In recent years, the Suzhou city management department has continuously explored the setting of guiding personalized store signage, making it a scene of the city. In facility management, uphold the concept of urban aesthetics, highlight Wu culture, famous city culture, commercial mode and other characteristics of IP, in the construction of beautiful blocks, from the facade beautification, urban color, lighting and other aspects of in-depth integration of historical and cultural heritage and modern factors, give the city soul and life.

In 2020, Huaihai Street, Suzhou High-tech Zone, is also unified transformation, but because of the advanced design concept, personalized design scheme, fine and safe construction, and finally orderly, interesting and diverse vertical shop recruitment, Huaihai Street is full of commercial atmosphere, becoming the most flammable night time clock.

The upgrading of Guanqian Street, Bi Feng Fang, Northwest Street, etc., has brought new vitality to the old neighborhoods.

In this process, Suzhou is not only actively exploring, but also thinking about accumulation, how to put an end to simple and rough unified transformation in urban renewal, how to encourage and support more "beautiful blocks" such as Huaihai Street and Bifengfang, how to help and guide the majority of businesses to attract customers with personalized stores, consolidate and expand personalized store recruitment store license setting guidance and standard results, After nearly a year of planning, preparation, modification and improvement, Suzhou City issued the first domestic store bidding license setting guidelines with personalized Settings as the starting point, in order to highlight the cultural heritage of Suzhou, so that the city "fireworks gas" and "clean Qi Mei" harmonious coexistence, Meimei and share.

At the scene, Jin Jianxun, director of the advertising department of Suzhou City Management Bureau, said that the store recruitment is the "facade" of a store, like a person's face. Whether the logo is a sign or not, whether there is a personality, largely determines the appeal of the store to customers. For the city, the shop bidding license is wide and large, and it is an important carrier of urban culture and commercial culture.

The Guidelines were prepared primarily in response to three requirements.

First, adapt to the new requirements of the new era. Suzhou's economic aggregate has historically exceeded 2 trillion yuan, and the city's economic and social development has entered a new era. In this new era of development, the work of urban management must adapt to the new development requirements and enter a refined period of style management and cultural temperament "both inside and outside". The management of the shop bidding license should not only stay in order and standardization, and the wide range of the shop bidding license should become a business card reflecting the aesthetic level of Suzhou city. To further vision, higher standards, more practical measures to promote the fine management of shop bidding license. "Guidelines" with personalized setting of this new entry point and thinking point, is not yet in other cities, is like Suzhou's economic development, walking in the forefront of the country.

Second, important measures to optimize the business environment. Urban management has always been to serve urban economic and social development, and service management is the starting point of human work. The introduction of the Guidelines is also to practice the concept of management as a service, fully meet the practical needs of management counterparts who want to express their business personality, advance services to the front of management counterparts' handling matters, and provide necessary information, design reference, technical guidance and other services. To achieve the purpose of convenience, simplification and improve the efficiency of bidding.

Third, beautiful window, beautiful Suzhou finishing touch. The introduction of the "Guidelines" aims to guide the majority of shops in Suzhou how to set up shop bidding licenses with their own style and recognition under the premise of order, and fully explore the positive role of shop bidding licenses in creating visual focus and attracting customers. By enlarging the influence of the "aesthetic merchant" of the shop bidding card, it helps to shape the Suzhou urban aesthetic landmark landscape, so that the double-sided image of Suzhou with deep historical and cultural heritage and modern business prosperity can be vividly displayed through the hundreds of thousands of shop bidding cards in the city.

Xia Lei, president of Beijing Qingmei Daohe Planning and Design Institute, said that the shop bidding license is the people's livelihood, the urban aesthetic benchmark, known as the second skyline of the city and the eyebrow of the city. "Guidelines" mainly from two aspects of control, guidance to achieve personalized Settings.

The first is to clarify the management and control strategies of different regional shop bidding licenses by interpreting Suzhou urban space. In combination with the General Planning of Suzhou City and the Layout Plan of Commercial outlets in Suzhou City and other relevant planning and urban development status, the Guidelines divide the setting space of the store bidding plates into feature display areas, control setting areas and strictly restricted areas, and control the spatial distribution of different types of store bidding plates from a macro level. For example, the feature exhibition area mainly includes commercial centers and commercial streets at all levels, and various forms can be adopted in the setting of the shop bidding license to strengthen the business atmosphere. The scope of the restricted setting area is mainly some specific land types, such as administrative office, education and scientific research, medical and health land types, the environmental style of these areas should reflect a solemn and elegant visual feeling, the whole package, multi-layer, vertical and other shop tender plate setting type is not matched with the style of such areas, so it is prohibited to use. Through this differentiated control measure, the "Guidelines" make the shop bidding license match the urban style while serving the social and economic development, so as to shape the orderly and vibrant urban space environment.

The second is to focus on the type of facilities for the bidding license of important commercial blocks. According to the architectural features of commercial blocks, the Guidelines put forward matching setting forms, and clarified the rigid control requirements and flexible guidance ideas of different types of shop bidding plates from the perspective of "integrating into buildings and highlighting characteristics". What is rigorously controlled is the specification and quantity of the shop bidding license, which needs to be determined according to the site space and building facade to ensure the safety and beauty of the urban space. For the design elements that can show the image and unique charm of businesses, such as font, shape, color, material, lighting, etc., the "Guidelines" uphold the principle of "flexible guidance, stimulate the vitality of market players", provide methods and positive guidance for the innovation and creative design of businesses, and expand design ideas. Encourage businesses to carry out the detailed design of the store bidding license in combination with the architectural style and format characteristics of their own stores, and create a unique and personalized store bidding license.

Yan Hongtai, deputy director of the Suzhou City Management Bureau, introduced that in order to put an end to thousands of shops and implement the "Guidelines", Suzhou City management will develop a negative single, choose two to three plates in the city, and promote the safety regulation pilot to promote the "filing system" of store bidding license management. Clearly violate the public order and good customs, seriously affect the regional style, there are a few prohibited matters such as security risks, in addition to all by the business independent installation, without prior approval. After evaluating the effectiveness of the pilot, it will be fully rolled out.

Yan Hongtai said that by eliminating the approval process, it will help businesses increase design and investment according to their own needs, increase the autonomy and participation of businesses, and promote the overall level of store bidding licenses.

The pilot area will select the representative scenery exhibition area and road section, with the principle of "one street, one style, one standard on the first floor, one store and one feature", fully study the street positioning, respect the architectural style, highlight the personality of the store for the program design, and create a personalized store setting centralized demonstration street. Organize on-site observation and learning, exchange results and experience, so that the demonstration street can become a demonstration and learning point of beautiful shop recruitment and satisfactory service, and become a typical window for external display.

At the same time, the organization of the store bidding license "Baibest" annual selection activities, with standardization, safety, coordination, quality, artistry, characteristics as the standard, through the publicity mobilization, recommended initial evaluation, final evaluation and praise of three stages, in the city's scope of 100 shop bidding license, play a leading demonstration role, improve the city's signboard design level