Chaoyang Joy City Again Welcome Substantial Adjustment

After a big adjustment in 2012 with the "peace breaking up" of Yong Wang Department store, in 2014, Chaoyang Joy City launched a new round of upgrading and adjustment plan. One of the major moves was to pform the high parking lot into a theme block integrating commerce, art and nature, while continuing to optimize the retail brand portfolio, making breakthroughs in the categories of fast fashion, life home, and popular cosmetics, and keeping the leading position in the eastern business circle.

Chaoyang Yuecheng this upgrade involves more than 90 brands, the adjustment area is about 18000 square meters, accounting for nearly 15% of the total leasehold area.

For a shopping center with excellent operating conditions and a sales growth rate of up to 25% over the past four years, Chaoyang Joy City's active adjustment shows great foresight and boldness. Just as Zhou Peng, general manager of the project, said: "take care of the whole industry changes in time of danger and adjust the posture in running."

Exploring the typed theme blocks: the intersection of Commerce, art and nature

The birth of shopping center originated from the exploration of commercial richness and experience. As the leader of industry innovation, Chaoyang Joy City started the demonstration and practice of product and business innovation at the beginning of this year.

Chaoyang Joy City will relocate the high parking lot on the 5 and 6 levels on the north side of the project. It plans to open up a theme block that integrates commerce with nature, art and consumption. "Not only is the place where shopping needs are released, but a living space with themes, topics and humanities."

This theme space is called "Yue JOY YARD", which is meant to be a joyful field, but also extends to overstepping and pboundary.

In this open space, people shop, date, vent, relax, read, socialize, observe and think, and experience the scene of life combined with business and aesthetics in a relaxed mood.

Yuejie has an overall area of 10 thousand square meters, of which the rental area is about 5500 square meters, the 5 floor is the creative retail area, and the 6 floor is the theme catering area. It plans to open in the first quarter of 2015.

The renovation, Chaoyang Joy City, attaches great importance to the core role of design in the creation of space environment. In addition to nearly half of the area as a public space for rendering scenes, it is invited to the Japanese top design companies, Sakhon department store and Tokyo clear sky tower design company GARDE pen creation, with the overall spatial structure, will connect the 5 and 6 levels of space to form a pparent conjoined block; the vertical line and the pick up area perfectly combine to achieve the passenger flow between floors.

Being close to nature is one of the core concepts of this theme space. The main creator uses a lot of natural elements such as green plants, stones, logs, water systems, and so on, simulating the natural light perception through the change of light, reflecting the value proposition of environmental co-existence and true life.

The open shop design runs through the whole block, shops break the partition of the windows, and form an open and limitless display style. The functional attributes of shopping are refined to the overall environment.

On the product mix, "Yuet Jie" has assembled a group of explorative and distinctive resident households.

The merchandise portfolio will break through traditional boundaries, creative retail, home life, culture and art, gourmet dining bar, music coffee, art salon, exhibition space, and more experience and creativity through cross boundary and mashup between shops.

For example, consumers can participate in the design and selection of home furnishing experience shop "Shang pin home"; gather all the creative retail stores "Hi Korea" with Korean related products; provide the "MS happy kitchen" with the interesting cooking experience; use traditional handicrafts, combine fashion elements, make exquisite candy "CANDY LAB" on the spot; sell "DISC" of all kinds of vinyl albums; collect self-help studios of art experience, salons and leisure refreshments, "the same or painting gallery"; and move from 4 levels to the present, the most literary bookstore in Beijing "one-way street".

Each shop has different temperament, culture and mood, inducing interesting chemical reactions.

More than 10 restaurants will be located on the 6 floor of the block.

Jay Chou's "Mr.Jay simple love" theme restaurant has entered the mainland for the first time to appear in the "Yue kingdom". The "57 degree Xiang" that successfully integrates the Hunan cuisine and tefngo will also leave the first store in Beijing. The western style bar, which is the collision and exchange of eastern and Western cultures, is the Jazz house. The new restaurant, which is from Taiwan's "MS Bonbon Caf e", has a strong atmosphere of Life Style.

It is reported that the theme restaurant area plans to extend business hours to the early hours of the morning, effectively meet the fashionable crowd's all-weather social and recreational needs.

The planning and implementation of "Yue JOY YARD" carries the thinking and business exploration of Chaoyang Joy City on the future development of shopping center. It reflects the increasing focus and purification of Chaoyang Joy City for the new middle class core customer group, and becomes the leader of elegant and quality lifestyle. Chaoyang Joy City is changing from Shopping Center to Lifestyle Center.

Upgrading of retail strength: optimizing brand groups and replenishing household formats

This adjustment, Chaoyang Joy City from the perspective of category upgrading constantly optimize the brand group and regional group, focus on strengthening fast fashion category, international cosmetics area, home life business upgrade again, the retail strength is more powerful.

Gathering similar products, creating a regional atmosphere, has a strong effect on the target customers, and can also stimulate the driving role of similar brands.

In this adjustment, H&M, Hollister, Monki, New Look four popular fast fashion brands will appear in Chaoyang Yuecheng North District next spring, together with the original ZARA, GAP, UNIQLO, MUJI, Massimo Dutti and so on to create the most complete international fast fashion gathering place in the East.

At the same time, Chaoyang Joy City has made effective breakthroughs in the difficulty of attracting international cosmetics, introducing KIEHL, S, ORIGINS, L 'OCCITANE and other leading brands, forming 1 Eastern International Cosmetics teams with the original SEPHORA and INNISFREE.

After the introduction of the new brand, the sales of SEPHORA will not rise and fall. The driving effect among brands is obviously greater than the crowding out effect. The creation of regional atmosphere promotes the brand win-win.

In response to the concerns of new middle class and young families on the quality of life and family life, Chaoyang Joy City has focused on the adjustment of home formats.

The introduction of ZARA HOME and H&M HOME brings fashionable home trend, complements each other with boutique department store HI department store, and realizes the leaping upgrade of home business format, which embodies the brand proposition of Chaoyang Joy City "taste life and feel happiness".

Chaoyang Joy City has also fully considered the location and distribution of retail brands.

H&M, Hollister, Monki, New Look,

As well as the "Yuejie" theme block located in the northern part of Chaoyang Joy City, it will greatly change the situation of regional cold and heat uneven, optimize the passenger flow line, and promote the uniform distribution of passenger flow.

Department stores return: a common core value

In 2012, with the "peace breaking up" of Yong Wang Department store, the Chaoyang Joy City, which is a hot topic of "shopping center to department store", was launched in the industry. In this adjustment, the department store's innovator, the HI department store of fine life department stores, was introduced again, and this action once again aroused the concern of the industry.

This adjustment is made.

Zhou Peng, general manager of Joy City, said that the marriage between department stores and shopping centers is based on the positioning of the two sides and the matching of customers. Only finding a common conjunction point in terms of passenger flow, category and bright spot is the magic weapon of a long lasting cooperation.

HI department store, which is "the art and creative sharing and constantly discovering the beauty of global life", is the first self owned high-end boutique life department store in China. It has set up a group of high quality buyer teams to select the creative products from dozens of countries and regions in the world, and integrate books, creative stationery, living artworks, boutique homes, specialty foods, coffee shops, cultural salons and other mixed businesses to create a unique life aesthetics and interactive atmosphere.

"Future department stores no longer aim to win more people but to keep improving.

HI Department advocates a new concept of integration of art appreciation and life wisdom. This is also the essence of returning to department stores. Through the selection of every design product and daily articles by the buyer team, the moving and beautiful things in these life will no longer pass by.

Mr. Xie Meng, founder of HI department stores, said.

Its concern for human nature, the assurance of city life, the pursuit of exquisite details, the guidance of personalized quality and fashion coincide with the idea of Lifestyle Center advocated by Chaoyang Joy City.

The HI department store will be located in the 4 story North District of Chaoyang Joy City. Its business area is more than 2000 square meters. The chief designer Alexander Moh of SURV, the international senior architectural design company, is engaged in the overall design and planning.

HI department store Chaoyang Joy City store will be partitioned according to the life function and scene, with simple and natural display and display, emphasizing the importance of individuals and creating a moving experience space.

When the innovators in the Department Store hold hands.

Explorers, the collision and communication between the two sides will bring more surprises to the industry.

Explore the new format of the theme block, enhance the retail strength, take the "global lifestyle collection" boutique department, Chaoyang Joy City continues to carry out new business thinking and exploration.

And these commercial exploration is based on the highly respected and understanding of target consumers, based on the excavation and sublimation of the brand value of joy city.

After this adjustment, Chaoyang Joy City is expected to raise the rent level by more than 15%, and further consolidate the business leadership position in the eastern part of Beijing.