Top notch Restaurant... Songjiang Impression City Stirs Up a Pool of Living Water for Suburban Consumption | Shanghai Vitality Mall ④, Its Economy, Generation Z Songjiang | Impression | Suburban

In early August, on an ordinary working day, the passenger flow at noon and evening in Songjiang Impression City was quite spectacular. More than 1100 parking spaces in the underground garage were fully occupied, and even temporary parking spaces on both sides of the road were hard to find. The mall didn't hold any events, but with such a large customer flow, the merchants were both surprised and delighted, "Where are so many people coming from?"

Passenger flow is a barometer of physical commerce. Songjiang Impression City will open at the end of 2021, with a total sales revenue of over 1.8 billion yuan in actual operation period of less than a year, showing good momentum. However, there is still a certain distance from the peak of suburban commercial flow. Many Songjiang residents think that it is not as expected, and roast that "after two or three visits, there is nothing good to show".

Quick response, optimized layout, and after conducting in-depth research on consumer demand, Songjiang Impression City opened a batch of regional first stores in July, attracting a large number of guests.

Introduce more high-end brands into the "outer ring"

At the end of July, Fanlou opened in Songjiang Impression City, with a queue of tens of meters on the day of opening. For several consecutive days, Fanlou had to queue up, and even after 1 pm, customers kept coming in a constant stream. Many consumers come with their families to try new things, "I used to eat in the city, but now it's at my doorstep. How can I miss it?"

At 3 pm, the reporter still saw more than ten tables of guests dining inside. At 4:30, Fanlou will queue up again. This is Fanlou's fourth store in Shanghai and also the first store in the outer ring of Shanghai. As a top Cantonese tea restaurant, there is no similar competitor in the surrounding area. Fanlou's booming opening was expected by businesses. With a turnover of nearly 1.8 million yuan within half a month of opening, this number still amazes businesses. Initially, Fanlou's expectation for the Songjiang Impression City store was a first month revenue of 2.5 million yuan, which is no less than the city's stores.

Fanlou's unexpected performance has relieved Zhang Yuming, the general manager of Songjiang Impression City, of his worries. It is not easy for high-end consumer brands to sink into the suburbs. In the perception of high-end brands, being in the downtown business district and adjacent to luxury goods can better maintain their brand value. Some brands even bluntly say, "We don't consider the outer ring."

Songjiang Impression City is the third commercial real estate project jointly developed by Inli Group and GIC in Shanghai, and is regarded as another important "work" of Inli Group after Qibao Vanke Plaza and Nanxiang Impression City MEGA. Impression City has been promoting the entry of high-end consumer brands, adjusting the layout of shopping malls, and avoiding homogeneous competition. Previously, the entry of high-end Japanese cuisine liquor into Qibao Vanke was seen as a special move by the industry as "the first time a catering aristocrat has stepped out of the outer ring". Nowadays, after Fanlou settled in Songjiang Impression City, it continues to be popular.

As the suburban consumer market becomes increasingly mature, high-end consumer brands are basically making a splash in suburban shopping malls, and Impression City is also expected to become the first choice for mid to high end and high-end consumer brands to test the Shanghai suburban market.

The first restaurant of Caojiao Hot Pot in Songjiang New City was chosen in Songjiang Impression City. "After the opening of the hot pot, the revenue of the company is at the upstream level of Shanghai stores," said Zhang Yuming. The expected first month revenue of the company is 1.5 million yuan, and currently it is expected to exceed 2 million yuan. After the summer vacation ends and students from Songjiang University City return to school, young brands such as Dou Tuo Hot Pot will also usher in a wave of enthusiasm.

26 other stores, including DJI and Goudao Pet, opened at the same time as Fanlou and Caocai, most of which are the first stores in Songjiang, accounting for 10% of the entire commercial area, giving consumers a refreshing feeling.

At the same time, the entry of new businesses has boosted the morale of old commercial brands. Li Qian, the investment manager of Songjiang Impression City, said that the recent entry of internet famous catering brands has forced similar shops to update their dining products. The constantly updated first store and iterated old store make people constantly visit and stay new.

Targeting Generation Z and Interest Consumption

Recently, the popularity of Songjiang Impression City is not only limited to a few restaurants, but also includes emerging consumer experiences such as "other economy" and interest consumption targeting new consumer groups such as Generation Z, such as Goudao and Meland.

The new gameplay of Songjiang Impression City is to attract internet celebrity restaurants, provide experiential consumption and singing performances, and offer composite services. Young people love figurines, blind boxes, and the like. Every time a limited edition new product is released at a bubble Mart store, consumers set up tents and queue up overnight to grab it; Middle aged and elderly drone enthusiasts have become loyal customers of DJI DJI's drone experience store, with the new store's revenue reaching over 400000 yuan in just over ten days; LEGO's business is booming, with its revenue once reaching the top of all stores in the country.

Chen Rong, Deputy District Mayor of Songjiang District, stated that new consumer groups and new consumer demands have given rise to new consumer tracks. It is necessary to accurately study the diverse needs of current consumers, pay attention to fashion trends and changes in consumer behavior.

"Its economy" has always been a segmented commercial track that Impression City is striving for. Nanxiang Impression City has a pet pig shop, while Songjiang Impression City specializes in cats and dogs. Outside the Dog Road pet store, you can see various cute creatures such as short haired cats, beagles, and drooping rabbits, which are very eye-catching. Many parents are dragged into the store by their children.

"There is a wide variety of pet consumer products in the store, including cat and dog food for hydration, calcium supplementation, and specially added probiotics." Consumer Ms. Qin told reporters that raising a cat costs nearly a thousand yuan per month.

Beauticians are the flagship of pet shops, capable of bathing, cleaning, trimming nails, digging ears, and even haircutting and grooming pets. When customer Xiao Yao came to the store to make purchases, he kept thanking the pet beautician, "Our cat always gets angry and bites people every time we take a shower, but in the hands of the pet beautician, it looks very obedient."

A warm commercial entity with deep connection to the community

Nowadays, there are all inclusive Internet e-commerce for shopping. Consumers go shopping for leisure, leisure, social and other purposes, becoming a typical time consuming place.

Therefore, creating a warm commercial entity and deeply linking communities is the vision of Songjiang Impression City.

Ms. Qin is a frequent visitor to Songjiang Impression City, and what impressed her the most was the mother and baby room in the shopping mall. Songjiang Impression City has set up humanized mother and baby rooms on multiple floors, and all kinds of operational ingenuity are based on details.

"The environment of the mother and baby room in Songjiang Impression City is clean and warm, and my daughter has always liked to play inside." Ms. Qin told reporters that the mother and baby room is very important for a mother, and many shopping malls lack effective management of mother and baby rooms, such as wet diapers and littering, poor environment with odor, and poor experience.

The Songjiang Impression City Maternal and Child Room allows "wet dads" to enter while ensuring privacy. The space in the mother and baby room is spacious, and a "nanny" can help his wife by holding a bottle to feed the baby.

Focusing on the rigid needs of parent-child families has always been a tradition of Inli Group. When Qibao Vanke Plaza opened, the "Husband Storage Room" became popular on social media, essentially focusing on consumer needs and making commercial complexes a comfortable community.

Songjiang Impression City also has a relatively special consumer group - the disabled.

At the Sisyphus Bookstore, a group of young people often sit in wheelchairs to read books. They neatly place their wheelchairs at the entrance of the store and use crutches to enter the bookstore, creating a unique scenery.

Behind this is that Songjiang Impression City has made accessibility facilities complete, covering everything from toilets, elevators to parking facilities. "Disabled people know that strolling around Songjiang Impression City is very convenient, and they don't have to worry about drinking water, using the toilet, and other issues," said Zhang Yuming.

Where did these temperature sensitive details first come from? Consumer opinions from Dianping. After a period of time, the mall management will specifically discuss and learn. For example, a customer suggested that when entering the mall from Renmin North Road, there is a high platform that is prone to bumping into cars. Quickly, the problem was resolved.

Some people have also suggested that the triangular iron of the underground garage pipeline in the shopping mall poses a safety hazard. "We feel that people are rarely seen, so we don't pay attention, but when customers discover it, we immediately go to solve the problem." Zhang Yuming told reporters that through this method, problems that cannot be discovered by the mall will be discovered by customers. Promptly respond to the mall's resolution to increase user stickiness.

A few days ago, Songjiang Impression City was once again boiling. The pop-up event with the theme of the Chinese animation dark horse "Time Agent" created by Songjiang Impression City in collaboration with Bilibili has attracted a flood of vertical audiences into the shopping mall. A young band sang the animated theme song "Time Agent", igniting the entire atmosphere and selling out peripheral products.

At present, Songjiang Impression City has completed the first round of commercial renewal, igniting consumer vitality through the first store economy. Young groups regard it as a anime cultural community. Family communities meet their diversified needs. Songjiang Impression City has introduced new subjects, developed new consumption, and become a new consumption landmark.