Shopping Center Location In Shanghai

"Let's date!"

"Every box in the ferris wheel is filled with happiness. When we look up to the ferris wheel, we are looking up to happiness!" Wei Xuewen, general manager of Joy City (Shanghai) Limited company, opened a picture in front of us: young lovers boarded the ferris wheel, waiting for it to rise slowly, when reaching the top, overlooking the bright Su ho Bay, a romantic proposal was staged, the happiest moment will always be remembered in their memory. Da Yue Cheng The ferris wheel will also be printed as a symbol in their memory forever.

"We should not only highlight the sense of landmark, but also define the location of greater joy city through emotional and psychological creation." In the eyes of Wei Xue, this explains the future of Shanghai's joy city.

As a brand of COFCO's commercial real estate, it is meant to be a joy city which is "close to Yue, far away". Its initial position is "young, fashionable, fashionable, and tasteful". When the first pleasure city opened in Xidan, Beijing in 2007, the Fast Fashion brand gathered here: UNIQLO from Japan, NEXT from England, ZARA from Sweden, and H&M from Sweden. Here, it becomes instant shopping paradise and leisure gathering place for young people. For a time, the name of "Joy City" was named "the redefinition of urban lifestyle and standards, and the trend of fast fashion consumption", which became a highlight of Beijing commercial real estate. If we say, the success of the joy city came from "the new preference of Chinese consumers to spend time in shopping centres, and the retail opportunities created by the fast fashion consumption boom." Now, when the market capacity is becoming saturated and the mode competition is becoming increasingly intense, how does Shanghai's joy city adjust itself?

Wei Xuewen told reporters that the group of guests in the city is 18 to 35 years old. Therefore, joy city hopes to grow along with these young people -- love, marriage and family. Wei Xuewen believes that the connotation of the brand is hierarchical, for example, the British department store of Harold is rated as the best shopping mall in the world because of its unique shopping experience, and the purchase of Christmas gifts by Harold becomes a yardstick for local consumers to measure their consumption ability. "Therefore, in the construction of the two phase, we should not only highlight the landmark, but also give it a symbolic meaning." Setting up the ferris wheel on the roof is through the guidance of psychology and emotion, and strengthens the connection with "our date bar", so that people can connect Ferris wheel, Joy City, dating and love into beautiful memories.

　 "Fashion gene"

Stroll in the Joy City, you will find that the tall atrium space, the span 6 layers of flying staircase, and the little surprises of moving and changing scenes, in addition to those fast fashion brands loved by young people, there are all kinds of new and interesting shops: perfume library, DI Y cake house, family kitchen...... With the full coverage of WIFI, the network application of your mobile phone and Pad will be unimpeded.

Wei Xuewen told reporters that Yuecheng city's flagship "fashion" brand needed a complete commercial planning chain, from the location of customers to location, space design and so on. This fashion is the trinity of fashion customers, fashion buildings and fashion brands.

Fashionable customers

Young people full of enthusiasm and yearning for high quality are often the main force of commercial consumption. They are also the leaders and judges of fashion consumption. However, the "clear" and "lost that" outlook made many shopping centers dare not be so clear. We did this, and put a huge building around this concept to integrate different brands to meet this demand in a harmonious image.

"It is the psychological age of 18 to 35 years old. Those who have a young mind are welcome to the city of joy." When Wei Xuewen defined the location of customers, he added in a timely manner, "because of the thin layer of customers, it demands greater business circle and needs to radiate the whole city, so it is very particular about site selection. We need a good location for the city centre. " The location of Shanghai Joy City is located in the core area of suhewan, which is connected with Nanjing East Road commercial circle. It is only 900 meters away from the people's Square, and is located at the subway station.

Fashionable architecture

"The shape of the downtown area is usually irregular and small, and needs to be compensated by design." In Wei's eyes, disadvantaged is very important. The first phase of Shanghai Yuecheng city covers an area of about 9434 square meters, with a total construction area of about 68 thousand square meters. Designer Tailored and refined, giving the building more added value.

"Experience is not just about interaction, it needs to mobilize all the senses of consumers, including sight, hearing, smell and touch." A layered bedding enables people to enter the great joy city and start the fashion experience. The architectural design of the joy city is a waste of space. The high and spacious public space brings convenience to the activities of holding a variety of sense of science and technology, a sense of the future and a new special experience. As Wei Xuewen said, "fashion is not just a slogan. The whole strategy, including preparation in advance, determines whether you have a fashion gene."

　 Fashion brand

The "shopping center is saturated" seems to be a false proposition in Wei Xue, because the demand for Chinese consumers is far from being fully excavated from the perspective of commodity structure.

"To coincides with Clipsal" is the principle of introducing the brand into Yuecheng city. In order to integrate, it is necessary to assemble all young and fashionable brands. At present, the first phase of Shanghai Joy City has been stationed in H&M, MUJ I and UNIQLO, and the two phase will introduce fast fashion brands such as ZARA and GAP. Clipsal needs to constantly explore new and interesting materials. "The size of the shop also determines the fashion. When they are all made up of small shops, the building is more changeable. Therefore, from the very beginning, the city has abandoned the practice of introducing the main store. Apart from the movie theater, it mostly relies on the 800-1000 square meters of medium-sized shops instead of the main stores, and more is the small shops in the area of 100 square meters. {page_break}

"This is your corner".

"Welcome to the corners of the world, come here to take a walk, to be in a daze, to recall and fantasies, and to see the dream that has not appeared for a long time. Here, anything that can not be retrieved can be revisited, and the passing time can be slowly reversed. Shh! Hide in the corner of the world. Please be quiet, forget the time, and be yourself. Here, you are the whole universe. " This is the introduction from the end of 2013 to the beginning of 2014, the great joy city activity, "the corner exhibition of the world of meters", which undoubtedly touched the softest part of people's hearts.

Belongs to its own corner, it is the Joy City hope consumers can find here. Here, you can do anything, shop madly, dance hip-hop, play the Hawaii four string harp, do manual D I Y, and explore travel. You can do nothing, just staring at something in a corner.

Almost all kinds of activities have been held in Joy City, about teddy bears, Kitty, meters... These activities complement those of fast fashion brands and firmly cling to young consumer groups. "Joy City represents a kind of" people's fashion ", showing a young movement. Wei Xuewen said, "the second stage we will further join the elements of popular art, so that interesting art brings a sense of participation."

In 2013, the total retail sales of consumer goods in Shanghai reached 801 billion 901 million yuan, an increase of 8.6% over the same period last year. Among them, the online store realized retail sales of 46 billion 538 million yuan, an increase of 52.4% over the same period, and the impact of e-commerce on traditional retail industry is obvious. Wei Xuewen believes that in the rapid expansion of the electricity supplier, hoping to gradually establish its position through the habit of consumers, physical businesses should think more about how to maintain themselves and maximize their own advantages.

First of all, we must make sure that the shopping center sells not only goods, but also the concept of consumption and the concept of shopping guide. When demand can not be accurately positioned through the description of differentiation in the network world, shopping center shopping guide can undoubtedly help consumers get what they need.

Similarly, fashion leadership can not be replaced by big data. The top-down fashion led by pioneers and the bottom-up trend arising from street grass roots must be new, while the essence of big data is to cater for, imitate and follow. "Fashion is to experience something unusual and take risks." This is the existence value of Joy City in the eyes of Wei Xue.

Secondly, shopping centers are places to meet people's social needs. They should reflect the concept of further extension of social behavior. Therefore, the two phase of the great joy city is interspersed with some creative elements such as Beijing's "798 Art Districts", "Nanluogu Lane" and Shanghai's "Tianzifang" in the form of blocks.

Wei Xuewen hopes that the JOYCITY will be stylish and oriented, with the word "Yue" attracting people, making the interior space interesting, making the shopping experience interesting and making thematic activities interesting, forming a landmark concept of the theme community.

"Embrace the Internet's fashion experience"

"Happy city's treat, Ali pays", March 8, 2014 mobile Taobao life festival activities can be described as raw water, Shanghai Joy City as Shanghai's only mobile phone Taobao mobile payment shopping center has also aroused great concern inside and outside the industry. On the 38 day, you just need to touch your cell phone, and you can easily experience the fun of online shopping under the online and offline links, such as free payment of single lottery, online cash exchange under the red envelopes and the consumption of mobile phone orders.

Alibaba's "3.8 Taobao mobile life festival" is an attempt to link O2O with the real businesses and achieve the drainage of customers. And Shanghai Joy City always focuses on 18-35 year old young customers to meet the needs of young consumer groups. This cooperation has undoubtedly leveraged the most sensitive price nerves of consumers, turning online consumers into offline passengers of Shanghai's joy city.

"Embracing the Internet is also a fashion." Wei Xuewen believes that electricity providers meet consumer demand for price sensitive and convenient experience, while the advantages of real business in shopping services, shopping experience and shopping add value are unmatched by electricity providers. It is a fashion for joy city to provide mobile consumers with unprecedented mobile shopping experience.

Shanghai's Joy City has built its own advanced wireless network infrastructure in the early stage of construction. Therefore, the embrace of the Internet is only a minor adjustment on this basis. In the second half of 2013, Joy City and Alibaba began to discuss the payment system to get through the core problem, and put forward many solutions to complete the data link between Taobao's mobile payment system and the original cash register system. In order to make mobile payment more fast and convenient, Ali invested and professional technical team increased 100 megabit bandwidth on the basis of the original wireless network of Yuecheng City, and completed the upgrading of the weak current system and increased the WIFI distribution point.

Wei Xuewen told reporters that despite the rapid rise of electricity providers in the past two years, according to statistics from all sides, physical retail enterprises still occupy more than 90% of the market share. It can be said that the larger consumer groups and purchasing power are still online. Wei Xuewen's view is: "when the price difference is not so great, people will pay more attention to the product itself." Therefore, the strategic cooperation between Shanghai Joy City and the giant Alibaba group is a new direction for the harmonious development of the entity business and the electricity supplier. "In the end, consumers will be more and more dominant, and consumers will be happier."

" Shanghai Joy City The target passenger flow is 6 to 80 thousand passengers, and the peak passenger flow can reach 200 thousand passengers. With the accelerated construction of the Suzhou Bay area, the opening of the North Hong Kong channel and the opening of metro line 12, the traffic volume in this area will increase significantly and the consumption potential will be huge. Wei Xuewen is full of expectation for the future of joy city.