In addition to IFS, Taikoo Li, and the new Chengdu SKP's unique file, Xiao Quanquan's favorite thing is the love and killing of "East Elephant and West Yue".
Why do you want to put Joy City and Vientiane City together?It can only be said that they are too "alike" - they are both from the background of central enterprises;It is also a benchmark brand in the commercial real estate industry, with its own traffic;It is also a super-large commercial entity, covering light luxury, catering, retail and other categoriesThe same is the regional positioning, one takes the word "10,000", and the other takes the word "big". Even the number of tweets read on the platform is not bad.
Wuhou Joy City (top), for Vientiane City (bottom).
On September 29, the MixC opened the upgraded Vientiane Plaza, which brought quite a positive topic discussion, and the shopping flow was more silky. Joy City is naturally not to be outdone, and chooses to show the Tianfu Joy City trump card on the finale of 2023.
Photo source @ Tianfu Joy City
In fact, as a "super giant ship" in the east of the city, Vientiane City is a rare opponent in the situation that the Panchenggang business district has not risen for a long time;Wuhou Joy City can be said to be the "chosen son" because of the reasons that the business in the west of the city understands and understands. Previously, their main radiation customers were not too conflicting, but now that the war has burned to the south of the city, the story is quite delicate
According to the past market perception, whether it is sales or volume, the MixC has a faint tendency to suppress Joy City. The reason for this is that, compared with Joy City's model of favoring the public and family scenes, the MixC has done a better job in meeting the shopping needs of mid-to-high-end customers, covering various formats with mid-to-high-end tonality while continuing to select brands, and the converted customer unit price is also relatively high. However, if you want to show off the "shopping method" in addition to "buying, buying, buying", Joy City definitely has something to say.
If the source of the living water of the MixC is the combination of high-quality business formats and high-frequency innovation, then the vitality of Joy City lies in "easy shopping". In their own words, it is the creation of a full-time and diversified theme scene.
Recent activities held in Wuhou Joy City (photo source @ Wuhou Joy City).
Here's an example. In late December alone, Joy City intensively launched various themed activities - the December Market event was held on the 15th, launching a cultural and creative theme market and flash mob performances with Song's aesthetic genes;On the 21st, the first national exhibition of B·Duck x Hidden Woo was launched, and the first commercial B·duck 18th anniversary limited fashion toy was launchedOn the 22nd, we co-branded Meituan** to create Meituan Lohas Shopping Mall, bringing interactive installations such as Monopoly in real lifeOn the 23rd, a special Christmas** session and a Christmas-themed parade will be launched, and on the same day, there will be a snowmaking market and the 8th Joy City Light Festival
On New Year's Eve, there are also a series of activities such as the year-end theme parade, star dancer solo, 4-meter phoenix countdown, petal rain wishing, etc., which have been released early to warm up in advance.
Wuhou Joy City Crazy Robbery Festival on-site passenger flow (picture source @ Wuhou Joy City).
Since its debut, Wuhou Joy City has introduced a number of phenomenal IP exhibitions, and successfully created and operated original brand IP activities such as "Crazy Robbery Festival", "Hi Xin Festival" and "City Youth Festival". And every time the first release, first exhibition or first scene of "large quantity and full management" is a fresh and exciting game experience.
In addition, now short and medium-distance travel has become a new driving force for the holiday economy, and the new scene and new format of micro-vacation are a new trend of leisure and relaxation for citizens and tourists. As an AAA-level tourist attraction, Joy City has inherent advantages.
Roof garden (photo source @ Wuhou Joy City).
The overall architectural style of Wuhou Joy City is based on Jiuzhai Huanglong, creating two creative detached houses, five outdoor theme squares, a 2,000-meter ultra-long garden corridor setback and a 20,000-square-meter roof garden, and at the beginning of the landing, it put forward the project positioning of "the country's first experience recreational trendy shopping park", and was awarded the national AAA-level tourist attraction in April 2017. Among them, the roof garden, which integrates commercial areas, dining areas and natural open spaces, is a bright business card.
Behind the improvement of the project's wandering attributes, Joy City is also holding cute pet-themed activities for a long time, and continues to deepen the commercial label of "pet-friendly mall". If you and Xiao Quanquan are the same "pets.""Parents naturally understand why Joy City "has no fear when it is favored".
Tianfu Joy City, which officially opened on December 30, is located in the headquarters business district of Tianfu New Area, with a total volume of 300,000 square meters, and is a large-scale urban complex covering shopping malls, office buildings and other commercial forms, of which the commercial volume is 150,000 square meters, including 7F above ground and 3F underground. Xiao Quanquan also went to the scene for the first time to experience.
Line 19 Phase II station map
Compared with Wuhou Joy City, the first impression of Tianfu Joy City is that the transportation convenience has improved a lot. The project is only 300 meters away from Exit D of Tianfu Business District Station of Line 16, and after the opening of the second phase of Line 19 last month, it will connect to the east-west direction, which is the icing on the cake. In addition, there are many subway stations within two kilometers, such as Hangzhou Road Station of Metro Line 6, Tianfu Park Station and Guangzhou Road Station of Metro Line 1, and Xibocheng Station connected to Line 1, Line 6 and Line 18.
The scene of Tianfu Joy City is hot
And arriving at the scene, Xiao Quanquan really had a tangible experience of ** Ruweaving. Among them, it is the continuation and innovation of the brand culture of Joy City. We might as well start from three dimensions:
Scene-making
It can be clearly felt that the operating logic of Wuhou Joy City to create scenes with IP exhibitions and theme activities has been expressed in the same way here.
Scene map of the theme activity.
During the opening period, Tianfu Joy City teamed up with Hong Kong Disneyland to launch a national limited exhibition of Disney's 10th anniversary theme light show, and presented 12 "wandering" scenes based on the world castle: including a 1:1 restoration of the super 12-meter Arendale Castle, an 8-meter giant snow treasure doll, three crown channels, friendship fountains and other installations, and these scenes that focus on resting, taking photos and punching cards, and viewing functions have formed a strong attraction to on-site consumers.
bbmarket丨Tianda's city scene map
In the outer square area, BBMARKET丨Tianda City has been created, which has convened Chengdu 30+ Brunch, Bistro and creative life brands. In its central location, there is also a special disco dance floor to meet the needs of parent-child interaction.
A variety of activities and exhibitions
Not only that, the first ** ceremony in Tianfu New Area, the ultra-luxury drone fireworks show, the celebrity airborne scene to help the New Year's Eve ceremony, the China National Geographic Exhibition and other activities were all concentrated on the opening day. When this experience is "at the same frequency" as the consumer's spiritual core, it will naturally stimulate the flower, increase the immersion time and the social stickiness of the circle.
Space design
Different from the positioning of Wuhou Joy City as an "experience recreational trendy shopping park", Tianfu Joy City highlights the "three-dimensional life aesthetics" in the tone of the shopping park, which is obviously a reflection on the placeholder of Tianfu New Area. Based on the first mention of the park city, Xiaoquanquan can feel Tianfu Joy City's attempt to integrate commercial formats with parks to create a new social and consumption space.
Three-dimensional dome design
It is understood that the overall design of the Tianfu Joy City project is jointly carried out by well-known design teams at home and abroad such as 5+Design and ACLA, based on the organic integration of urban culture and natural ecology, and inspired by "exploring the secret canyon in the urban forest".
Hanging Garden scene diagram.
In addition to the iconic red ribbon façade building, Tianfu Joy City also pioneered the traditional closed façade and made an overall void in 4L-7L to create an 8000m sky garden - Joyland Island. Here you can enjoy a 180° panoramic view of the most beautiful skyline of Tianfu New Area, bringing a unique visual experience.
The wandering line is naturally combined with the park scene
Just imagine, Tianfu Joy City, a consumption scene that integrates cities, parks, and commerce, will it mean more cross-border linkage, brand planning or business model upgrades in the future?
Brand format
A brand is the soul of a business. This time, Tianfu Joy City once again showed its vitality and appeal to Xiaoquanquan through nearly 400 investment brands.
Some of the anchor stores.
On the basis of continuing the brand positioning of Wuhou Joy City as young, fashionable, trendy and tasteful, Tianfu Joy City has innovatively increased the proportion of entertainment experience and service formats to more than 40%, and introduced the first stores in the city including Hema Fresh, Bona International Cinema IMAX Store, Juxiang Bookstore, Haile Fitness and Swimming Center, Pegasus Fencing Club, Star Legend, Dagens International Equestrian Club, Ice World and other urban regions.
In addition, Tianfu Joy City has also relied on its operational advantages to introduce a large number of people, including UR and MO&Co、d'Fashion brands such as zzit, Nike, adidas, FILA, NB1906, Converse, KKV, etc.
Some F&B brands.
In terms of catering, 100+ catering brands have converged into a regional "luxury" lineup. Most of the well-known catering brands such as Yuanli Hot Pot, Luyue Creative New Sichuan Cuisine, Shangjing Fine Cuisine, Starbucks, Mstand, Big Cauldron Cooking Soup, and Xiting Seafood Buffet are the first to enter the region, which can meet the needs of various specific catering consumption scenarios.
Floor map
The above-mentioned one-stop consumption practice of Tianfu Joy City shows its sensitivity to emerging consumer trends, and it is also an in-depth reflection on the consumer demand that needs to be upgraded in Tianfu New Area, as well as the refinement of customer groups and circle marketing. At a deeper level, we can see that Tianfu Joy City has evolved from a simple commercial facility to an "ambition" rooted in the lifestyle aggregation field.
Integrating consumer needs into hot holidays is exactly the consistent "play" of Joy City. On the one hand, all kinds of IP activities meet the spiritual demands and emotional support of consumers, and reflect the humanistic care of the product itselfOn the other hand, a large number of multi-format discounts bound to the passenger flow dividend not only empower their own activity IP, continue to drive topics and bring considerable passenger flow conversion, but also show their own high-quality resource linkage ability to a certain extent.
A 100-meter-long queue at the member benefit collection area
Because of this, we can see at the scene that consumers who receive membership benefits line up for 100 meters, and we can see that the investment rate and opening rate of shops can be so high (only some brands on the 7th floor are still under renovation).
Friends who often buy houses in Tianfu New Area" probably know that too many real estate projects are "strongly bound" with Tianfu Joy City. On the first day of opening, Tianfu Joy City finally ushered in the return and fulfillment, and the popularity was absolutely phenomenal in Xiao Quanquan's view. And Tianfu Joy City, which has successfully "borrowed" and "built momentum", is also setting up its own people deeper and deeper.
So, will the situation change from what was once the case?Perhaps, Vientiane City will say: Don't worry, when Vientiane World also opens, let's talk about this well.
It's definitely another good show!