Changning's "First Economic Chain" leverages large traffic on a small scale, Pokémon, Bandai, and Ultraman gather in Zhongshan Park
In the Changning section of Yuyuan Road, a small store with an area of about 10 square meters changes store managers almost every month, but the name "Story Store" has been retained since its opening. The "store" operator recruits potential designer brands, students from Donghua University and other universities, and cutting-edge local brands every month to open pop-up stores here to directly face tourists and consumers from all over the world in the "Internet Celebrity Street". The expensive Yuyuan Road has opened up a "utopia" for incubating consumer brands.
From customizing store themes to realizing in-depth linkage between neighborhoods and business districts, it is a key link in Changning's creation of a "launch-first store-headquarters" first-launch economic ecological chain.
At the 2024 Shanghai Global New Product Launch Season·Fashion Customization Week and the 14th Shanghai Advanced Customization Week, which opened on the evening of May 24, the managers and designers of 7 brands including ADK1927 of Shanghai Garment Group served as the 2024 Fashion Customization Week Representatives of the first-ever brand will appear together. Customized brands from Shanghai, Guangdong, Hong Kong and Macau, such as GRACECHEN, Eall.cz Italian and Australian women's clothing, NUICHOICE female philosopher Peng Peiyi, VOGVACHI Huachi, Rongmei Clothing and "Xingyue-gilded floating", all brought their own high-end works to the stage.
Among them, GRACECHEN, a Chinese high-end fashion brand deeply rooted in Changning, has been awarded the title of "Shanghai's first economic leading brand" and "Shanghai Fashion 100" after going through the forging of the first-ever economic industrial chain such as "holding the first show - opening the first store - setting up the headquarters". Shanghai Brand 100" and other honors, and as a representative of the "Made in Shanghai" brand, it has gone to overseas markets such as North America and Egypt, contributing to the all-round export of Chinese culture.
At the opening ceremony that night, Changning District also launched the "Chief Liaison Officer System for Business Districts" to promote communication and cooperation between carriers in the two municipal business districts of Hongqiao Gubei and Zhongshan Park, and explore the formation of distinctive public service brands and business districts. products, optimize the consumption environment in business districts, and assist in the construction of Shanghai as an international consumer center city.
Specifically, the Zhongshan Park Business District will serve as a "key commercial carrier in the fashionable consumer district" and will link up with online social and e-commerce platforms such as Tmall and Xiaohongshu to produce topic tags online and play multiple games offline. The check-in task mode links small-scale roads such as Yuyuan Road and Wuyi Road and large-traffic shopping malls such as Longzhimeng to achieve "traffic turns into sales, and sales turns into brand reputation."
Shanghai Shangjia Center, where the opening ceremony was held that day, is located in the Gubei Business District of Hongqiao. In the next step, Changning District will continue to build a characteristic service consumption area here to continuously enrich service consumption supply and new scenarios. From May 24th to 26th, Shangjia Center and Hongqiao Park will launch three consecutive days of customized shows and "Shanghai Fashion Market", focusing on new product launches in key areas such as clothing and apparel, fashion beauty, watches and jewelry, allowing citizens to experience Improved consumer experience brought about by customized services.
In recent years, Changning District has successively introduced a series of high-energy first stores or headquarters such as Bawang Tea Ji and Jingdong Electrical Appliances, forming a first-run economic effect from "first launch" to "first store" to "headquarters", creating a new product launch display, transaction operation Integrated service ecological chain.
In this process, Changning District adheres to the combination of first-run economy and urban renewal strategy. In recent years, it has continued to upgrade commercial facilities and launched Yuyuan Road, Wuyi Road, Shangsheng·Xinsuo, Haisu C-PARK and other historical and cultural projects. An urban renewal carrier with heritage and trendy fashion sense. The 2024 Shanghai Made-in-China Exhibition will be held from June 6 to 10. The venue of Feiyueli is the commercial and office complex formed by the renovation of Feile Audio land on Wuyi Road. By then, in the space composed of old houses, old factories and new parks, the Shanghai Made-in-China Collection with the theme of "Ten Thousands of Products in Shanghai" will focus on showcasing the new strength of Shanghai's domestic fashionable products.
"These 'global new product launch landmarks' create neighborhood green spaces, rooftop shows, city parks and other scenes that are different from conventional stores for brand launches, maximizing the combination of brand and regional value." Zhu, deputy director of the Changning District Commerce Commission Hong said that in recent years, brands have increasingly favored holding new product debuts in "non-standard stores" compared to traditional "covered shopping malls." At present, Changning District not only has unique exhibition spaces such as Wuyi MIX320 rooftop show, but also new "non-standard carriers" focusing on sports brands and new lifestyles such as Shangsheng·Xinsuo Phase II, which provide Changning's first economic industry chain. support.
While introducing the brand's debut, Changning District also supports operators to carry out integration and linkage. Yuyuan Road and Zhongshan Park Longemont Shopping Malls integrate their respective merchant resources to cooperate with IP linkage in the "big business district" area through brand co-creation and joint marketing. The newly emerging integration of physical business districts and digital space organically combines the national trend culture and the two-dimensional culture that young people like.
The reporter learned that since the 2021 Shanghai Fashion Customization Week event landed in Changning, more and more fashion customization brand launches and brand first store openings have made Changning District the first choice, and promoted "Shanghai, Guangdong, Hong Kong and Macao - Oriental life aesthetics and fashion" "Industrial Ecosystem" has formed an alliance in Shanghai to provide a new platform for exchange and development of the fashion industry. The 2024 Fashion Customization Week has the theme of "Flowers in the Mirror Blooming, New Fashions Blooming in Spring", focusing deeply on customized consumption patterns and creating Shanghai-style life consumption scenarios, aiming to help create a global new product launch feast.
As a "global new product launch demonstration area", Changning also relies on the spillover effect of benchmarking activities to continue to provide a good business environment for brand development. It is reported that LUOZHENG, an oriental aesthetic lifestyle brand founded by Luo Zheng, the winner of China's highest fashion design award "Golden Summit Award", got acquainted with Changning through the fashion customization Zhou Xiuyan event, and opened its first Shanghai store "Luo Yi Garden" on Xingguo Road last year ". Dorm Kids Couture, a well-known overseas brand of pure handmade high-end children's dress customization, has also successfully landed in Changning and is about to open its first store in Shanghai.
During this year’s “May 5th Shopping Festival”, first stores of many formats were opened frequently in Changning, and the popularity of brand launches continued to rise. On May 25, the first Bandai Card Center store in China will open at Dragon Dream. So far, Zhongshan Park Commercial District has gathered three major card consumer brands including Pokémon, Bandai, and Ultraman. iQIYI VR full-sensory experience hall and high-end script killing hall will also bring popular IPs such as "Kunlun Labyrinth" and "The Adventures of the Tang Dynasty" to meet you at Shangsheng·Xinsuo in June this year. Yuyuan Road will continue the popularity of offline activities of brands such as Menglong and Miao Ke Lando, and will welcome six well-known domestic and foreign beauty brands including Bobbi Brown, Artixian Fragrance, Winona, and Nature Hall.
From May to June, Changning will also usher in activities such as the International Jewelry Exhibition, the 2024 Journey to the West Summer New Energy Vehicle Exhibition, "Tianshan Yeah City", "Taipei Market", Xianxia Road Food Festival and other events, which will continue to light up Changning's "non-stop day and night" "consumer market.
