With the trend of "consumption upgrading" and the emergence of "new consumer brands", the brand strategy of operation continues to be adjusted. The 1+N cross-sector combination of integrated industry has become a new idea for shopping malls’ experience businesses. In essence, it is an attempt to expand multiple businesses based on the main business format. When the main business operation is affected by the external environment, the brand operator can obtain additional income through the supplement of multiple businesses, which can greatly improve efficiency and revenue. Different business formats can adapt to different business hours, meet the needs of morning economy, night economy and delay scenes, so that shopping malls can enhance the competitiveness the whole time.

After the epidemic, the efficiency of space use is an urgent problem for retail or entertainment businesses with large rental areas in shopping centers, especially for experiential entertainment with a clear purpose. In addition to providing a specific experience for customers, cinemas, KTV, e-sports halls and indoor parks, will still have a large number of inefficient "blank space", which increases the anti-risk pressure of the business format. At present, the loss of young consumers in cinemas, Internet cafes and KTV is accelerating, and the epidemic has hit the entertainment industry hard. Under such circumstances, cinemas and KTVs try to include more content in limited spaces. Theater + script murder, theater + talk show, KTV+ live streaming, and KTV+ script murder grab the attention of young people, and scene integration has become the trend of the times.

In August 2021, Shanghai Wujiaochang Wanda Cinema launched the immersive script murder brand - "Shadow Chasing", which transformed the original movie hall into four game rooms with different themes. Players can make reservations online such as using Dianping. CGV Cinema launched its own IP - Paconnie Friends, and at the same time it created Paconnie Detective Hall. In Shanghai Qibao Cinema, it tried to operate Paconnie Friends Shop with the mode of catering, fashion play and cinema. Tea•Music•Party explored the new possibilities of "KTV+...", including "KTV+ e-sports", "KTV+ home party", "KTV+ private cinema", "KTV+ business conference", "KTV+ live streaming", "KTV+ table games" and so on. From the 1+N format of shopping center to the 1+N space of entertainment experience format, they all hope to maximize their consumer traffic and achieve maximum benefits. The birth of "1+N" cross-sector space will feature more gameplay, offering consumers a more immersive experience, so that the consumer can achieve more benefits.

Of course, the entertainment experience "1+N" is not only a new idea of development, but also a new challenge to the operation capacity. Let’s look forward to the entertainment experience industry ushering in a new prosperous future!

※The article is published in the GTI Magazine Issue No. 202 in November 2021