Does Wanxiang City support the sky of "West Shanghai"| Shanghai Vitality Mall ⑥, young people cross over half of the city to check in at the mall | Shanghai | MixC
"Come check in to Shanghai's first restaurant! Many friends say that this' Spanish seafood rice 'is particularly delicious. Today, I came specifically from Pudong and waited in line for an hour..."
"There are many trendy brands here, such as TREK Minhang's first store, where a bicycle sells for 60000 to 70000 yuan. People can often be seen driving luxury cars to buy bicycles there..."
"What is the experience of skating in front of the huge french window? The Olympic level super large real ice rink, one of the few in Shanghai, attracts many ice sports enthusiasts to clock in..."
In recent years, Minhang Commercial, located at the junction of urban and suburban areas, has quickly made up for its shortcomings, creating a lively scene of "one mall opening, one thriving". Among them, as the core commercial body of the Wuzhong Road business district, Shanghai MixC has even shouted the slogan "The First Station of a Better Life in West Shanghai", often attracting young people to come and check in across more than half of Shanghai. Now, it ranks first on the "Minhang Mall Popularity List" on some social media platforms.
According to statistics, since its opening in 2017, Shanghai MixC has continued to grow rapidly, with sales increasing by 30% in 2018, 60% in 2019, and an average annual growth rate of 10% from 2020 to 2022. Since the beginning of this year, the shopping mall has seen an unexpected start and set new records for daily consumption. More noteworthy is that since last year, the "drop rate" of Shanghai MixC has been almost zero, and currently the rental rate of storefronts is over 99%, performing excellently among many well-known commercial entities in the city.
Some people say that whether a shopping center is doing well or not, the most important thing is its location. So, how did Shanghai MixC, which has no advantage in terms of location and transportation, achieve better and better results in the minds of consumers?
Tone, and portrait of the main target audience
According to the monitoring of the Minhang District Economic Committee, during the Dragon Boat Festival holiday this year, Shanghai MixC ranked first in sales among nearly 40 key commercial entities in the Minhang district, with a growth rate of 244.7% compared to the same period in 2019, which is also the highest in the district.
Consumers and businesses feel more directly. Ms. Liu, who lives near Wuzhong Road, admitted that in the past two years, Shanghai MixC has gradually formed its own tone, and the brands inside are becoming more attractive. Young people who pursue fashion trends are more fond of browsing. Lin Rui, the manager of the Dior counter located on the first floor of the shopping mall, told reporters that since its opening in March 2021, counter sales have been growing positively, and this year's "May 20th" has hit a peak, with daily sales nearly three times that of the same day in 2021. "The brands introduced by shopping malls are becoming increasingly excellent, and the customer flow they bring is also of higher quality."
"The tone of a shopping mall is mainly related to its positioning and customer profile." According to personnel from the operation department of Shanghai MixC, Shanghai MixC is not limited to creating a "community center", but needs to accurately match regional labels such as "high-quality life", "international", "trend" from the perspective of serving the sub center of Hongqiao City, and strive to move towards the goal of creating a "quality consumption landmark in West Shanghai". After several years of exploration, the customer profile of shopping malls has gradually surfaced, which are "quality families", "exquisite white-collar women", and "exploring fresh people".
In the past two years, the direction of upgrading and adjusting the storefront brand of Shanghai MixC has become increasingly clear. The reporter learned that as the first MixC commercial complex in Shanghai, the Shanghai MixC Shopping Center covers an area of 240000 square meters and has more than 400 on-site stores. Since its opening, the average annual adjustment rate has reached over 30%, and more than 100 stores need to be actively upgraded every year.
The driving force for upgrading and adjustment is to focus on the key categories that affect the overall positioning, namely international boutique and high-end cosmetics. On the other hand, it is to target and deeply explore leading brands in segmented fields, continuously introduce urban and regional first stores, and stimulate the commercial vitality and attractiveness of the region.
The first floor is the storefront of the shopping mall. The reporter saw that currently, multiple high-end beauty brands such as CHANEL, DIOR, and Lancome have gathered in the shopping mall, and the core brands of the four traditional high-end groups have all settled in. At the same time, there are also international watch brands such as Coach, Breitling, Longines, and Emperor, as well as some trendy concept stores and image stores, forming a basic atmosphere of light luxury.
For various first stores, the mall staff are very familiar with them. "There are TOMMY HILFIGER KIDS Shanghai First Store, Tree Shanghai First Store, MARYLING Minhang First Store, Self Portrait Minhang First Store, Anna Sui Active Minhang First Store, Maje Minhang First Store... These brands lead the fashion trend of the entire region.".
The flow of trendy restaurants is also very obvious. Since the opening of its first store in Shanghai in June this year, "Spanish Seafood Rice" has consistently ranked first on the queue list, with performance ranking second to none among stores nationwide. At present, there are also two first stores in Shanghai under renovation. One is Lion King's Mansion, which focuses on Huaiyang Cuisine cuisine, and the other is Chaomaree, which focuses on Chaoshan cuisine. They will open in September and November respectively. The internet famous brand "Ba Wang Cha Ji" opened in July this year, and achieved the best sales record in the city in the first three days.
What is even more surprising is the repeated placement of mainstream coffee brands. In June this year, Manner Coffee opened its third store in the west atrium of the mall, while Starbucks and M Stand also opened their second store in the mall. Industry insiders say that this indicates that the tone and customer quality presented by the shopping mall have been fully recognized by these high-quality brands.
Customer quality and lifestyle creation
Recently, an area on the third floor of the shopping mall has been fenced off and is currently undergoing intense renovation. The staff said that in September this year, a one-stop mother and baby center will be launched here, which is expected to become the "ceiling level mother and baby center in the magic city".
It is reported that the area of this mother and baby center will reach 200 square meters, including 10 functional areas such as reception area, stroller placement area, baby rest room, nursing room, and parent-child bathroom. Creating a huge space for customers to try for free, what is the shopping mall map? The answer is, "We are not just pursuing flat efficiency, but more pursuing customer quality, pursuing customer experience and satisfaction.".
Many customers say that when visiting Shanghai MixC, they feel that the space is particularly spacious, the environment is bright and clean, the shops are not crowded, and there is not too much foot traffic. The comfort level is just right. This year's Dragon Boat Festival, the passenger flow of Shanghai MixC did not enter the top three in the entire region, but its sales remained at the top, indicating its level of "customer quality" and "customer price".
"This morning, I placed an order and a customer bought 20 pieces of clothing," said Fang Li, the manager of AMASS clothing brand store located on the 3rd floor of the mall. proudly, since its opening in 2017, this store has consistently ranked among the top three out of over 50 stores in the city, and its sales in the first half of this year have increased by 25% compared to the same period in 2021.
The sales structure of the Dior counter also demonstrates the importance of customer quality. Store manager Lin Rui said that the high-end product "nectar series" in the store has a total price of about 7000 yuan for a three piece set, which is more than twice that of a regular series, but it sells very well, accounting for 70% of the sales of skincare products.
In the past two years, Shanghai MixC has actively built a "pet park at the doorstep". Currently, the 1000 square meter pet grassland social center has completed facility upgrades, providing a public space for children to exercise, socialize, and rest. It is reported that since the beginning of 2022, Shanghai MixC has been continuously organizing "Sunday Pet Day" activities every month. This kind of activity is not aimed at directly promoting goods, but focuses on creating and guiding regional lifestyles, strengthening emotional connections with surrounding residents. This is also an important channel to improve customer quality.
The brand has the sharpest sense of customer quality in shopping malls. In general shopping centers, it is considered good to have one or two large catering brands with an area of over 1000 square meters, because once settled, it means tens of millions of yuan in initial investment, which also represents the brand's confidence in the shopping mall's customer base consumption power. In Shanghai MixC, there are 10 such large-scale restaurants, including Tang Palace, Rongxin Hall, Longmatou, Crab General, Xihe Yayuan, and other brands. The per capita consumption is not low, but the business is good. Among them, the private rooms at Longmatou during holidays have to be renovated twice, and Xihe Yayuan's revenue increased by 70% year-on-year in the first half of this year.
Pattern, co governance and prosperity with commercial districts
The reporter found that Shanghai MixC also likes to place itself in the "Wuzhong Road business district".
Citizens familiar with Hongqiao know that the Wuzhong Road commercial district originated from the popular "Korean Street" in Shanghai in 1992. In 2014, it was positioned as a regional commercial center. In 2017, two large-scale commercial entities, MixC and Aegean Sea, joined hands and became a city level commercial district in 2021. In 2022, it became the only commercial district in Shanghai that was selected as a "National Nighttime Economic Tourism and Consumption Agglomeration Zone Cultivation Base" by the Ministry of Culture and Tourism.
"We have a mutually guiding and empowering relationship with the surrounding commercial entities," said a staff member at Shanghai MixC. "Some people want to go shopping on Korean streets, but their meals are often arranged in MixC." The same goes for the Aegean Sea Shopping Park across the street, which is suitable for family gatherings and children's experiences, while MixC has large catering, internet celebrity light meals, quality retail, etc., which are mismatched. ". Some citizens have even brought in the Minhang Cultural Park as part of a one-day tour of the Wuzhong Road commercial district.
"Holding a group" gathers more popularity. According to monitoring data for this year's Dragon Boat Festival, among the eight key commercial districts in Minhang, the Hongqiao Wuzhong Road and Qibao commercial districts ranked first and second in terms of passenger flow, both exceeding one million, reaching 1.1 million and 1.01 million respectively. Among them, the Wuzhong Road commercial district reached its single day peak among key commercial districts in the entire region on June 23, with a population of 410000.
In June of this year, the "Wanxiang Youguang" original intention post in Hongqiao Town was unveiled at Shanghai Wanxiang City. Wanxiang City will take the lead in operating the joint governance platform of the commercial district building committee, focusing first on the governance of the commercial district, and cooperating with government departments to jointly promote the zero stop mode of non motorized vehicles in the Wuzhong Road commercial district and the exploration of "commercial district congestion control" to enhance the environmental experience of consumption.
At the same time, as the convener of a service-oriented economic enterprise in Hongqiao Town, China Resources will take the lead in promoting the project of "Building a Core Hub for International Consumption of Culture, Business and Tourism in the Yangtze River Delta Based on National Cultivation Bases". Shanghai MixC has teamed up with Aegean Sea, Korean Street, Alacheng, and others to establish a community of commercial districts, striving to make the future Wuzhong Road commercial district a phenomenon level trendy social space.
"Come to Wanxiang City to experience the forefront of trends, experience dreamy romance in the Aegean Sea, experience Latin charm in Alacheng, and experience neighboring country fashion in Seoul night markets... The future Wuzhong Road business district is the first choice for business and leisure in the Yangtze River Delta, and also the charm of the source of Hongqiao." This is a scene described by the person in charge of Huarun Wanxiang Life. And some boutique store managers in the city have found that nearly 10% of the brand's loyal customers come from the Yangtze River Delta. Some of them go on business trips to Hongqiao, some participate in exhibitions at the National Convention and Exhibition Center, some stay in nearby hotels, and it has become a common option to "buy and buy" at the Shanghai MixC.
