Editor's note: Looking back on 2023, the economic order will return to its place, and business will gallop on the road to recovery. Phenomenal consumption hotspots such as urban citywalks and festival economic explosions have emerged one after another, and China's business has shown strong resilience and development vitality. Here, Winstroop plans a 2023 year-end report series to look back at the breakthroughs and achievements of China's business in the past year. This article: Qianhai Yifang City.
Commercial real estate in the Pearl River Delta.
Editor-in-ChiefLuo Jiaxin.
Author of this articleChen Hua.
According to the usual practice, Hongrongyuan Yifang Commercial Investment disclosed the operating report card of the previous year on New Year's Day. According to its official WeChat, in 2023, Hongrongyuan will be a commercial propertyTotal annual sales reached 1333.4 billion yuan, a year-on-year increase of **229%；The total annual passenger flow exceeded 10.3 billion person-times, a year-on-year increase of **247%
Among them, Qianhai Yifang City, as the first project of Hongrongyuan Yifang Commercial Investment, has played steadily, and the annual sales in 2023 will reach75.600 million yuan, passenger flow43 million passengers
In 2023, when "recovery" is the key word in the commercial market, the report card of Qianhai Yifang City is very "eye-catching". Winshang.com sorted out the market actions of the project in the past year for the industry to learn from.
150 brands were introduced throughout the year
The first store accounts for more than half
Changing consumer trends are driving the need for ongoing brand refreshes to keep up with market demand. Qianhai Yifang City, which has been open for 7 years, has also maintained a certain proportion of brand renewal every year. The data shows that in 2023, Qianhai Yifang City has been newly introduced150 brands, the renewal ratio is nearly 1 3. The brand group effect after the adjustment is obvious, and there is a square city in Qianhai, Shenzhen in the past year90+ brand sales are the first in the country, and 240+ brand sales are the first in Shenzhen
Combing through the list of new brands, the following logics can be found:
The first-store economy is still the engine that ignites consumption
As a powerful starting point for cultivating new consumption growth points and shaping personalized consumption, the leading and attracting effect of the first store is still very significant. Therefore, we see that Qianhai Yifang City is still increasing its efforts to introduce the first store brand in 2023. According to the data of the project party, among the more than 150 new brands introduced throughout the year, there are:88 are the first store brands, accounting for more than half.
In particular, the opening of several major first-store brands has set off a check-in boom in social **. For example, the first store of the local fashion clothing and luggage design brand Amazing Song in the country, and the first offline store ...... the brand Adult Candy, which encourages women to be independent and pleasing themselves
Improve the quality of business and increase efforts to introduce international brands
In recent years, Qianhai Yifang City has explored the gap in Bao'an's mid-to-high-end consumption, and has successively introduced international brands to enhance regional quality consumption. In 2023, we will still strengthen this sector, and strengthen the major sectors of international beauty, light luxury products, and quality. In the past year, new beauty and skincare brands such as Tom Ford, La Prairie's new image store, and Helena Rubinstein's new image store have been introduced. TUMI is the first Manifest V2 new concept design store in China, the first store in Shenzhen by Karl Lagerfld, and PORTS and other high-quality clothing and luggage brands.
Continue to amplify the advantages of catering and gathering customers
After the full liberalization, the demand for catering consumption has been greatly released, and Qianhai Yifang City itself has an extremely rich catering ecology. However, in the face of the rapid change of catering, the project is also accelerating the adjustment and reform of the business format, and continues to amplify the advantages of gathering customers.
Focusing on the richness of categories, the 2023 project will collect a variety of cuisines from around the world to build different food communities. It has successively introduced special catering brands such as Motor Canteen, Ant Cave, Banu Hot Pot, Nanxiang, Shishijiu, etc., as well as many Internet celebrity catering brands such as Roast Meat Like, Jian Yue Kitchen, Longfa Chicken Pot, Panda Hot Pot, and Fat Ming Luo Lion Powder.
Operations & Scenario Updates
Continue to unleash the vitality of consumption
For brick-and-mortar businesses, in a recovery year like 2023, gathering customers is the primary purpose. How to attract foot traffic, marketing campaigns that provide emotional value are crucial. According to statistics, in 2023, Qianhai Yifang City will hold a total of more than 150 popular activities, focusing on the "new consumption trend" in terms of operation ideas and releasing consumption vitality.
——Cross-border with the national game IP King Glory, which fits the emotional expression of young people. Jointly with the Glory of Kings big IP to carry out the "Happy Blossom Together, Glory of Kings Theme Exhibition", with a total of more than 6 billion activities, detonating the summer passenger flow.
——Closely follow the trend of outdoor sports and create a new "social destination". Carry out super household WILD carnival, 10 trendy sports themes, 30+ Shenzhen head sports clubs, frisbee, flag football, road skateboarding, cute pets, ** scene, party dance party, etc., extremely rich activities to create an interesting social life. During the event, the average daily passenger flow of the mall reached 180,000, a year-on-year increase of 102%, sales increased by 10% year-on-year.
——Focus on urban humanities and empower business experience with digital technology. On the occasion of the 6th anniversary, the project joined hands with STAO Jiaren Group to create a new customized curation of MC House "Gilt Universe", in collaboration with eight top digital artists and designer brands at home and abroad, and depicted a digital garden landscape about future life forms through the surreal virtual works of artist Chi Lushan.
——Scene marketing to create a sense of festival ritual. With the full recovery of urban consumption, the festive atmosphere is becoming more and more intense. In the Christmas season in December, Qianhai Yifang City still chooses the corporate IP image with memory points to integrate the "Beautiful Star Wish" Christmas Display, bringing people a fun and warm winter adventure.
In the past year, Qianhai Yifang City has also comprehensively renovated and upgraded the "Star Street" with a new social meeting room concept, redefining the light nature theme block based on "drunken + social". And launchedThe first composite benchmark social space in the Guangdong-Hong Kong-Macao Greater Bay Area - "Xingchen Huayu".It has gathered a number of characteristic brands such as life aesthetics, food and beverage, cute pet friendly, and night economy, redefining the social highland of trendy youth.
In addition, activities such as the Spring Fashion Week, brand flash mobs, celebrity-themed activities, and film roadshows held in Qianhai Yifang City are also increasing the project's ability to attract customers.
Winner Watch
Looking back at the transformation of Qianhai Yifang City, it can be seen that after the project has precipitated a stable consumer base and established regional influence, it has differentiated itself from the mid-to-high-end quality in the face of increasingly fierce competition in the Bao'an central business district. Judging from the current commercial stock of the business district, young and trendy businesses include Haiya Colorful City and Shenzhen Joy City, which is about to enter the market, and Qianhai Yifang City should further develop and use the existing brand group effect, influence the brand with higher brand level, and develop medium and high-end consumer groups with stronger consumption power, which is a wise choice.
In addition to enhancing the quality atmosphere in the venue with brand flash mobs, Qianhai Yifang City also needs to think about how to establish a label other than "high passenger flow", and how to leverage higher-level brands to enter through more story-telling operation content, so as to continue to lead the commercial development of Bao'an. We look forward to the next round of changes in Qianhai Yifang City.