NetEase Hunan News (Text/Wang Fajun Xie Shi) When it comes to Changsha's shopping paradise, most citizens must first think of the May Day business district. However, with the continuous development of Changsha City in recent years, the large and small business circles in various districts have gradually matured, for example, the Red Star Business Circle connecting "Changzhutan", in recent years, the big moves have continued, and the eyes and resources of all walks of life have begun to focus here.
(Changsha Yuhua District Hongxing Area Planning Renderings)
In 2017, China Resources signed a contract to invest in the Red Star Urban Renewal Demonstration Project, opening a new chapter in Changsha's Red Star Business Circle; in January 2019, the Red Star Area Urban Renewal Project was announced before approval, and the area was positioned as a "New Hub of Rongcheng"; in March 2019, the BBK Changsha Star City Tiandi Project officially started construction; in January 2021, the Red Star Fruit Market was officially relocated to the Red Star Global Agricultural Approval Center in Vault town...
Centered at the intersection of Xiangfu Road and Shaoshan Road, the Red Star Commercial Circle gathers a number of commercial complexes such as Desiqin City Plaza, Red Star BBK Star City Tiandi, Forte Starlight World, Huayue Phoenix Sky Street, etc., known as the second "May Day Business Circle" in Changsha. What makes large commercial entities settle here? What are their expectations for the development of Yuhua District?
In this regard, NetEase Hunan exclusively interviewed Zhang Yang, general manager of the BBK Star City Tiandi Project - we look forward to finding some answers from this commercial rookie who will bring more than 100 trendy luxury brands to the first rain flower area and want to create a new landmark in the south of Changsha.
(Backgammon. Star City Heaven and Earth Renderings)
01 Chengnan can Changsha need
As a well-known old brand of Changsha's commercial body, "BBK" believes that everyone is no stranger. In the urban development environment of "Changzhutan Rongcheng", changsha's first BBK supermarket was born in Yuhua District, and people's attention and expectations for the Red Star business circle can be described as more.
"Xiangfu Road Elevated, Metro Line 1, Line 5, Changzhutan Intercity Railway, Planned Metro Line 7, New South Bus Station Transportation Hub, Changsha High-speed Railway South Station, Maglev ... The traffic of the Red Star business district is indeed the configuration of the super large business district. Zhang Yang, general manager of BBK Star City Tiandi, said.
(Zhang Yang, General Manager of BBK Star City Tiandi)
In Zhang Yang's view, in recent years, with the continuous expansion of Changsha city and the influx of talents, the urban area is also expanding in all directions, and the commercial body has changed accordingly. For the whole of Changsha, the Yuhua District to the south is not a developing area, but a mature area, especially as the central area of Changzhutan Rongcheng, the radiation capacity of the city is becoming increasingly prominent, full of infinite possibilities.
"When we did the preliminary research of this project, we found that a lot of colleagues lived near the project, and they all said that changsha needed a large comprehensive commercial center to meet the needs of shopping, but also to meet the needs of daily life experience and the needs of chasing trends." Zhang Yang said.
Zhang Yang said: "How to stand out in the increasingly fierce commercial complex and become a dark horse in Changsha's new commercial field? Let the citizens of the south of the city no longer be too willing to run to the city center, and they can meet the needs of shopping, life and leisure at the doorstep of their homes, which is the historical mission of BBK Star City Tiandi rooted in the Yuhua District and based on the south. Since we have taken this land to do this project, we have to take on the responsibility of the market and society. ”
What moved Zhang Yang was that from the earliest project landing to the preparations before the opening of the current, the Yuhua District Government has given great support, from funds, landscape design, green land, to how to avoid noise pollution, light pollution, and to take into account the overall management scope of relevant departments, etc., every detail has been communicated and coordinated repeatedly, and strives to achieve the ultimate, which makes the enterprise side of BBK Star City Tiandi truly appreciate the specifications, standards, and intimate services of government departments, so that the project can achieve better integration. "We do our best not to disappoint the people who care about us, and strive to let everyone wait and see, without regrets!"
02 Full integration Boundless more stylish
Benchmark IFS, but not IFS! Creating a new landmark of a different city is the mission of the times of Star City Tiandi, so how to achieve differentiation and bring better quality services to consumers? This is a problem that Zhang Yang and her team face together.
Zhang Yang said that it was two words: "special, amazing." "Among the more than 400 carefully selected brands, the first requirement is that the brands are different, even if the brands are the same, the image and goods should be different. Second, it must be unheard of and unseen. When consumers come to Star City Tiandi, they see many very beautiful stores opened by brands that have never been opened in Changsha, from women's clothing of well-known designers to socks with a sense of design. There are also big names that everyone knows will enter the Star World with a new image.
(Backgammon Star City Heaven and Earth Exterior Renderings)
In fact, Changsha is a shopping mall that started and developed relatively late, but it is also a very rapid city, because for a long time in the past, traditional formats occupied an absolute market advantage. So, what is the core competitiveness of shopping malls? Now when the online boom is slowly receding, everyone has begun to go offline very rationally, and the advantage of offline is experience.
Combined with the consumption habits of Changsha citizens, Zhang Yang boldly created a slogan for the project: "boundless and more fashionable", integrating the five major functional experiences of fashion, entertainment, food, art and culture, and science and technology, and what you want to see can be seen when you look up, eat what this family wants to do next, lift your feet to walk, and will not take time to think about where the location is, and go a long way to find it. For example, a convenience store and nail salon are set up next to the children's playground where children play, so as to solve the problem of mothers who are dry-mouthed to buy water or pass the time due to long waiting, so that all things can be integrated without boundaries.
Zhang Yang believes that opening a store is to completely understand the users who consume this brand, what their needs are, what their views are, and directly raise their feet and eyes to match them, and will not let them spend time and go again or bring inconvenience.
03 Culture + art, to meet the post-95 petty bourgeois mood
It is said that art originates from life and is higher than life, if you want a city to maintain its popularity for a long time, what to rely on? The answer is self-evident – by culture. BBK Star City Tiandi organically combines local culture and youth art culture, and carries it forward and inherits.
In recent years, Changsha's urban popularity has been rising, as a net red city, there will be a higher pursuit, and the "hegemonic" spirit of Hunan people is not allowed to pass. Changsha, another city with a very strong cultural atmosphere, beichen three halls and one hall, Meixi Lake Grand Theater, Houjiatang QinDao... But the South City lacks similar large cultural landmarks.
Zhang Yang said that at present, it is difficult to build a large-scale art space or theater in the Nancheng area, so Star City Tiandi still needs to be built from the perspective of creating an artistic atmosphere, and after many efforts and communication in the early stage, they decided to do the Changsha Young Artist Training Program to help those artists who have dreams, but may not find a particularly good place to show after entering the society, and provide more cooperation space.
There is not only a shopping mall, but also a multimedia hall, which provides members with brand life sharing classes with different attributes throughout the year, and will live and understand life from here. Central China's first urban custom shop bookstore "Sisyphus Bookstore" is also located here, and the implantation of unique Changsha elements will become a major attraction. Young people's social entertainment space, unique secret room, 13 meters of hollow skateboarding court, bowling alley, bookstore with a central lattice curtain wall on both sides, the style is very dazzling, these are very worth looking forward to.
(Backgammon Star City Heaven and Earth Cartoon Image Family)
Different from the existing large-scale commercial complexes, Star City Tiandi has locked the consumer population in the post-95s who chase trends, personality and freedom, not only paying more attention to scene creation, but also achieving the perfect combination of "culture + art" to the extreme to meet young people's pursuit of literature and art, including the pursuit of petty bourgeois life.
04 Everything is ready, rain flowers can be expected
Zhang Yang revealed that at present, Star City Tiandi has entered the final stage of attack, and will decorate the outer fence of the shopping center in the near future, and the Galaxy family will shine on the scene. On the opening day, combined with the major brands, it will break the convention to hold colorful celebrations, bringing unexpected surprises to the majority of consumers, and more than 400 brands are currently grinding their fists and eager to try, wanting the best things to put in.
For the upcoming Star City Tiandi, it will promote the far-reaching development of business in Changsha and even the southern area. In her, we are looking forward to the opening of a new consumer trend in the Red Star business district and even in the Yuhua District and the entire south of the city.
(BBK Star City Heaven and Earth Renderings)
Some insiders have analyzed that the Wuyi business district has always been the center of Changsha City, and its status cannot be shaken. If the Wuyi business district represents Changsha's yesterday and today, then the southern city with Xiangfu Road as the axis represents Changsha's tomorrow. Wuyi Avenue, the most important axis of Changsha's east-west direction, has witnessed the development of the city. Xiangfu Road, the golden passage connecting the Xiangjiang River, the provincial capital and the Wuguang high-speed railway, is similar to Wuyi Avenue.
According to the plan, the Red Star Area will complete the overall demolition and development and construction of the Red Star Area in 10 years and three phases starting from 2020 in accordance with the principle of "unified planning, overall layout, gradual implementation and block advancement", and create an urban renewal pilot demonstration project that is "the first in the central region and a benchmark in China".
Everything is ready, the future can be expected, do you expect such a life? Changsha is changing, the rain is changing, let us all look forward to such a life as soon as possible to come to us.