Young people are crowding Nanjing Aqua City. In the first half of this year, the average daily passenger flow of Aqua City was 40,000-50,000, and the average daily holiday passenger flow was 80,000-100,000; during the anniversary celebration, Aqua City attracted more than 350,000 passengers, a year-on-year increase of 20%, and sales increased by 8% year-on-year.
○While the industry is arguing over upgrading or downgrading, Aqua City is running at its own speed.0116 Years of Long Red at Aqua Citycharacter used in Taiwan as a substitute for a real name (like "X" in English)On the social grass-raising platform Xiaohongshu, a fan described "Entering Aqua City, you enter another world".Creating an exclusive world for young people is the right thing that Aqua City has always insisted on since its opening. Grasping the consumer demand to lead the young consumer groups and create a more cutting-edge lifestyle, which can be glimpsed from the 16th anniversary celebration of Aqua City.
On the day of the anniversary, Aqua City's on-site brands March Beast and Kurutin took the lead in launching a mysterious IP on sale for a limited time as well as a lucky draw, which, coupled with the bilibili2233 Niang's birthday party, the Nanjing Otaku Dance United Moe City Party, the SISP mini Anime Carnival, and the Hengdian Cinema Famous Detective Conan Movie Watching Group, triggered unprecedented queues.
○In addition, Aqua City combined two traffic codes, secondary yuan and catering, to trigger social resonance. Numerous catering brands have launched set menus, allowing young consumer groups to eat their fill of cereal while also meeting their own culinary needs, successfully capturing the secondary yuan.Starting from the fireworks that are most likely to bond the public's emotional resonance, it strengthens the sense of identity and belonging of the secondary circle and turns the store into a social field, thus effectively enhancing the performance of the brands in the field.
Diversified activities were held in succession, triggering a city-wide carnival. The mall held activities such as Nanjing Street Singing Deng Ziqi's Birthday Celebration, Children's Old Stuff Exchange Market, Summer Surfing Party, and Summer Night Camp of National Defense Guard, which accurately linked up with the fan groups, parents and children, and the young consumers. At the same time, through discounts, cash inflation, super points, lucky draws, king meals, 16th birthday party and other activities triggered citywide revelry, bringing new traffic and opportunities to the mall and fermenting a wider spread of momentum.
character used in Taiwan as a substitute for a real name (like "X" in English)As a 16-year-long red shopping mall, the charm of Aqua City is not limited to the strong festival-making ability, the daily operation is the key to its long-termism, from recruiting to lining up, the excellent strength of investment and operation so that the project has always been a banner of Nanjing's business.
When it comes to first stores and new stores, Aqua City is always one step ahead. Since last year, Aqua City has anchored the secondary yuan circle with Generation Z as the core customer group, and this year, it has strengthened the content of the circle to expand its attraction through the introduction of a large number of first stores and celebrity stores, continuing to break the circle.
character used in Taiwan as a substitute for a real name (like "X" in English)Only in May so far, the water game city has attracted 19 secondary yuan brands into the field, bilibiligoods, new bell set, cat by the house, March beasts, mold play bear, Tama house of wonders, such as the industry's head of the first brand of the nanjing store have settled in this, pan secondary yuan industry planning area has reached nearly 6000 square meters.
○ Outside of the secondary yuan, the water city multi-dimensional refreshed, catering introduced thirteen-style barbecue, Jubilee Bear barbecue, Jinjin curry, ten tail fresh, Manwei Ming, yogurt cans and cans and other brands, to further broaden the breadth and depth of the food and beverage matrix; the sky city, the Bureau of planning, hidoll and so on is to strengthen the mall's entertainment experience function; Vi Ying, weaving pattern, hemp store, LUXGLASSES and other apparel brands and Huawei's opening. To better serve the daily needs of consumers; water tour city also introduced violent pet observation bureau, so that the pet-friendly label more vivid.
character used in Taiwan as a substitute for a real name (like "X" in English)Some data show that the water tour city secondary yuan business average daily sales of nearly 500,000, a rough calculation of a year close to 200 million, 2023 water tour city turnover of 1.35 billion, accounting for has been close to 15%.As a once-niche area of subcultural consumption, this achievement is already very impressive.
02The urban youthful vitality field becomes tangible○Suiyoucheng is on the top of the relevant lists on both Dianping and Gaode Guide. The shopping list of Gaode Guide shows that 35,000 people have arrived at Suiyuancheng through navigation recently, which somewhat represents the popularity of Suiyuancheng.
character used in Taiwan as a substitute for a real name (like "X" in English)In fact, since its opening, the water game city is the main battlefield of consumption of young groups at that time, now 16 years later, the water game city is still a paradise for young people, behind this is naturally the water game city of the rapid ability to control the consumer demand, but also the shopping mall's long-termism of the road to ascension.
○2008, just debut of the water city on the stunning Nanjing city, in addition to Nanjing's first real sense of the label of the shopping center, more gold is the water city to create the most complete fast-fashion matrix, one's own efforts to enhance the degree of fashion in Nanjing, and the water as the main body, to create a semi-open block and out of the circle. Under the support of many labels, the first year of operation of the water recreation city to achieve profitability.
In recent years, the main consumer groups have shifted from Post-80s and Post-90s to Generation Z. Aqua City has also stood at a new starting point by upgrading its layout for the future and space to create a circle: it has innovatively created three major interpretive spaces, namely, the Urban Culture Theater, the Music and Lighting Showground, and the Qinhuai Starry Sky Night Rampage, and has become Nanjing's first open and immersive art exhibition center; it has taken the lead in realizing precise links with pet lovers, and has become the first pet-friendly shopping mall in Nanjing; it has broken the traditional commercial pattern and focused on circles, subdividing into new retail circles, pan-secondary yuan circles, trend circles, and pet circles. It is the first mall in Nanjing to realize precise links with pet lovers and become the first pet-friendly mall in Nanjing; it breaks the traditional business pattern and focuses on circles, which are subdivided into the new retail circle, the pan-secondary yuan circle, the trend circle, and the pet circle.
character used in Taiwan as a substitute for a real name (like "X" in English)Behind the growth and evolution, the underlying logic of Aqua City is to use culture to drive the circle economy, let the culture converge, and build itself into a multi-cultural social field for young people.
For example, Aqua City combined with cultural circles to create the first secondary yuan viewing hall in Nanjing, and carried out themed viewing activities, realizing a surge in the performance of Hengdian Cinema and taking the first box office result of Nanjing Cinema in June.
○In order to make multi-cultural fusion and collision, Aqua City actively promotes the joint-naming of merchants in the field, Sony and Lonely Rock joint-named series, so that the monthly sales of Sony exceeded 8 million; niko and... has been launched with Monster No. 8, the little yellow man joint-named cooperation series, but also niko and... Monthly sales exceeded 2.5 million.
character used in Taiwan as a substitute for a real name (like "X" in English)This also means that the product has actually become a social currency in addition to its functional attributes, and the creation of a multicultural social scene has successfully inspired people from all circles to enter and interact with each other, further enhancing the performance of shopping malls and brands.
03Secondary is revitalizing old malls
○ In addition to Water City, Nanjing has more shopping malls that have also created a place for the secondary yuan business, or are on their way to embrace the secondary yuan.
○ Hongyang Plaza in Qiaobei, which attracts more than 50 million visitors throughout the year, is gradually becoming a new landmark of secondary yuan culture in Jiangbei New District. Among the consumers of Hongyang Plaza, the proportion of customers under 30 years old is as high as 46%, which has a wide mass base.Through the adjustment of floor layout, the transformation of secondary DP spots and the stage area planning of "Secondary Junction", Hongyang Plaza is gradually creating a 5,000-square-meter Valley fan base as a cosplayer's fellow exchange position.In addition, it also actively hosts the 2024 ChinaJoy Super League, the ISP mini National Comic Carnival, the Eat Valley Conference, and the City Throughout Program (Otaku Dance Party).
character used in Taiwan as a substitute for a real name (like "X" in English)It is understood that the new landmark of secondary yuan business in Nanjing - KUMOLL Cool Youth Center is expected to open at the end of September.The address of the project is precisely the old Yangtze River Delta Book Wholesale Market in the former Shanxi Road Military Club, and two commercial buildings A and B are planned to connect the Shanxi Road Department Store and the former Military Club plot, creating a cool series of characteristic commercials integrating animation city, commercial street, night entertainment, night food and socializing.
Hall A, with an area of about 28,000 square meters, is expected to cover more than 40 stores of various secondary yuan themes, including anime IP immersive collection stores, hand puppet stores, cereal stores, Sanken clothing stores, theme restaurants, etc. Hall B gathers the first stores of domestic first-line entertainment brands such as LIVE HOUSE, KTV, night dance clubs, anime video games, etc., making it the center of trendy entertainment and night center of young people.
character used in Taiwan as a substitute for a real name (like "X" in English)It is not difficult to find that the secondary yuan industry in the revitalization of the old business, played an inestimable role, water game city and other malls behind the success of the operational logic is undoubtedly very reference significance.The 2024 China (Nanjing) Premiere Economy Development Conference and the "Premiere Jinling" Master Branding Conference, held today, also mentioned the buzzword "secondary yuan". As one of the typical events of the innovative power of the premiere economy, the iterative innovation of secondary yuan product consumption and experience consumption has attracted widespread attention. More importantly, how will Nanjing's shopping malls strengthen their brand camps in the future, and which track will be laid out first to bring new vitality to the industry? We will continue to pay attention.
