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According to Ai Media Consulting, China's night consumption accounts for about 60% of the total retail sales, and continues to grow at a scale of about 17%. With the increase of government support for the night economy in various parts of China and the increase in the service market for night-time consumption places, the scale of China's night-time economic development will show explosive growth and exceed 30 trillion yuan in 2020. According to the survey report on the consumption habits of urban residents of the Ministry of Commerce, the sales of large shopping malls account for more than half of the whole day from 18:00 to 22:00 every day. The so-called night economy refers to the general term for various legal business activities carried out in specific areas of the city from 7 pm to 6 o'clock the next day, which is an important part of the urban economy and an important starting point for expanding domestic demand, promoting consumption and creating jobs.
One EAST, an urban complex with a total construction area of 250,000 square meters, is operated and managed by Brookfield Properties. The "Sleepless Garden" created by ONE EAST in Bohui Plaza was officially unveiled, and the official operation of this space will establish a bridge between Hobbex & Lifestyle and Nightlife to better open up social consumption.
Fashionable people who pay attention to the quality of nightlife can also feel the joy of "changing venues and socializing" here. Space PLUS, the world-renowned Hiphop Club 1 OAK China's first store, DJ Mag's Top 100 Clubs ranked 37th in the world, and music house Music House, with different music styles and social scenes, have become a new guide to nightlife for young people. Any of these five can be the nightly social protagonists of a project.
SPACE PLUS, founded in Chengdu in 2015, ranked 37th in the 2020 DJ MAG Global Club List, is the highest-ranked club in China, and each space PLUS store adheres to the best venue, uses the best hardware, and has more than 100 multi-form performances every year. The SPACE PLUS Huangpu store underwent a new upgrade to the 2.0 concept, bringing its only flagship store in Shanghai with a shocking experience of naked-eye 3D effects.
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1 OAK is the name of the world's top Hip Hop club, 1 OAK means "1 Of A Kind (unique)", after the opening of Manhattan in New York in 2007, it quickly swept the world, and then opened to Tokyo, Dubai, London and other centers of the world's popular culture and nightlife, world stars Beyoncé, Jay-Z, Kanye West, Rihanna, etc. are punching here, and 1 of Bohui Plaza OAK will become its first store in China.
Music House Music House is a very well-known music bar in Chengdu, rather than a bar, it is better to say that it is a music culture industry gathering place, in the past 20 years of operation, in this bar, excavated a large number of well-known musicians, including super girl Zhang Liangying, fast girl Jiang Yingrong, fast boy Wang Zhengliang, China's voice Xu Haixing and many other singers are standing out from Music House, which is also the first Music House in Shanghai.
Paragon Cinemas, as a high-end brand of Broadway Cinemas, has opened its first store in Huangpu District in ONE EAST, Bohui Plaza, and the first cinema in Huangpu to have an IMAX laser hall. The combination of emerald color and black and white gray is eye-catching, and the nightclub style is high and cold. Paragon Cinema hopes to cooperate with ONE EAST in Bohui Plaza through the latest film projection technology and hardware facilities to create a new generation of film culture center in Huangpu.
As one of the five main stores, CAGES will bring the new Mini Golf features to bring the excitement of youth and sports to Huangpu Binjiang, integrating catering, sports and games in one of the experiential sports theme restaurant bar, where in addition to enjoying fine wine and food, you can also participate in shooting, baseball, American football or football, it has also transcended the category of a bar, and has become a trend holy place for young people in Shanghai.
The configuration of the five main stores of Bohui Plaza is exactly a combination of five different nightlife forms, such as the Electronic Music Club, Hip Hop Club, Sports Bar Club, Live House and high-end cinema line, which will produce a wonderful chemical reaction.
The shopping center part of ONE EAST includes two floors underground and above ground, and nearly 200 stores are settled, covering the three main formats of fashion, lohas and night party.
With an area of 2,000 square meters running through the indoor and outdoor, connecting B1 to L1, All day garden Sleepless Garden firmly connects the commercial space with the format brand by integrating business resources and using large-scale green plant sets, forming a unique open field consumption in the market.
All day garden focuses on the emphasis on "full-time life", from 7:00 a.m. to 2:00 a.m., participating in every segment of life, commuting, dining, resting, sports to nighttime consumption, All day garden will connect daytime shopping mall consumption and night-time neighborhood entertainment in one place, providing a relaxed consumption space for urban fast-paced people and young consumer groups, connecting retail, catering, entertainment and other services, lengthening the consumption timeline, and enriching the scene consumption experience. In addition, All day garden has its own social attributes, with Hobbex & Lifestyle, Nightlife format, the "urban interest consumption" and "night food, night entertainment, night shopping, night tide" in one place, to meet the social needs of people with different interests, to create a high-quality social scene, and continue to release the vitality of Huangpu Riverside night economy consumption.
The relevant person in charge of ONE EAST of Bohui Plaza said that the linkage and complementarity between various formats can meet the various needs of various consumer groups at the same time, and it is in line with the positioning of ONE EAST of Bohui Plaza, so that the entire shopping mall maintains coordination and unity without lack of personality characteristics.
All day garden sleepless garden is also quite attractive in terms of sustainable development, and the design and transformation of light natural wind allows consumers to experience the comfort of strolling through the neighborhood.
With the consumption proposition of "the tide does not follow the current, it is its own faction", the cutting-edge brand first store, concept store and flagship store of one EAST synergistic traffic in Bohui Plaza, the newly unveiled field space All day garden "Sleepless Garden", as well as The Z generation community activities and night social life, bringing consumers a new business experience.
Different from other shopping malls that focus on chain and main store models, in the introduction of retail brands, ONE EAST pays attention to multi-label and personalization, so that consumers can feel a stronger trend and brand fit in offline shopping.
"Designer brands and domestic and foreign buyers are the focus of our Design Labels format. Today's consumers are not satisfied with the purchase of a single brand offline. If they can feel the professional collocation service of the store staff and find unique brands at home and abroad, this will subtly increase the stickiness of consumption and establish the concept of destination. The relevant person in charge of ONE EAST in Bohui Plaza said.
In addition to the first store of the French Paris fashion design brand redLine, the first all-round flagship store of italian sports brand Freddy China, the first Black label store of LOOKNOW, and the first independent flagship store of Nilos Julius in China, the first offline The Owner, the first store of Shanghai, mithworld, MITHRIDATE, atelier intimo cyan and Yuri have also been added Tan and others are also officially open to the public.
It's not just retail brands that have a unique approach to their operations. In terms of consumer full-time experience, ONE EAST also offers new ideas. In the Hobbyies & Lifestyle and Nightlife formats, it provides multiple in-depth experience trajectories including day and night, guided by interest tags.
If you are an urban white-collar worker who pays attention to green and healthy life, you can find a way to heal and decompress here, and reduce the fatigue of work. ONE EAST features a diversified hopies brand that combines movement and static. There are DOPAMINE-activated SUPERMONKEY Super Orangutan, FancyFancy Dance Studio, the country's first highlight studio, sports personal trainer shop One Fit, as well as Creative Shelter, a meditation space for spiritual healing, a niche independent bookstore between the beasts that temporarily escape the hustle and bustle and enjoy life, BoBloom, a comprehensive floral design service, yoga garden sun yoga garden, and Cheng Studio. In addition, Paragon Cinemas, the first IMAX laser hall in Huangpu District, is also located in ONE EAST, Bohui Plaza.
In order to refine the multicultural temperament, ONE EAST joined hands with niche independent bookstores to create a composite cultural space that integrates logic and aesthetics. The bookstore selection covers the knowledge framework of 16 logical disciplines, and boldly tries exclusive games such as e-commerce same price, book lending, and free audio courses, so as to empower the bookstore with a cultural field, integrate lifestyle sales formats, and create an immersive consumer experience with the theme of "life".
The upcoming CAGES China's first experiential sports-themed restaurant bar that combines sports and various games will attract the attention of more competitive sports enthusiasts, and the exclusive mini golf experience will be combined with baseball strikes, games and catering, combining fun and relaxation with nightlife.
In terms of catering, brand stores such as The Hong Kong Dragon Wharf Crab King, Liuxi Taizhou Seafood Restaurant, which provide high-quality business dinner services and ensure the fresh air transportation of seafood, such as Hong Kong Dragon Wharf Crab King and Liuxi Taizhou Seafood Restaurant, which provide high-quality business dinner services and ensure the fresh air transport of seafood, provide brand brands such as Cai Jia Curry-Thai Curry Concept Store, and Kazuki Lan, one of Japan's top four ramen brands, bring consumers a feast of taste buds with different flavors.
Through cooperation with LABLEHOOD Leihu, LOHAS LOHAS, Marie Claire, Palace Wine Culture, NetEase Electronic Music Brand Fever, Philip Colbert and other external resources with highly suitable taste tone, ONE EAST has held dozens of unique cross-border activities in just 6 months of soft opening, from pop-ups, art exhibitions, parties, brand activities and other rich types, and strive to reach young communities in different circles. We use business content to accumulate potential energy, provide a stage for a diversified trend community, and build a "self-contained" gathering place.
Making good use of the community economy and achieving active interaction with the content that young people like is the ingenuity of one EAST operation of Bohui Plaza. Since the soft opening, ONE EAST has been committed to excavating the characteristics of culture, art and fashion trends, building the field with content, introducing complementary inspiration and brand integration and innovation, and empowering commercial buildings with diversified fashion and culture and art.
At the same time as the grand opening of one EAST on November 19th, ONE EAST also ushered in a series of opening activities with the theme of "the tide does not follow the current and becomes its own faction". Under the name of "Beyond The Wave, One In All", the entire shopping mall scene conveys the concept of ONE EAST of Bohui Plaza through the multi-site, independent and closely connected five nodes of multimedia interactive installations distributed through the tide gathering gravitational field, tide art avant-garde, tide play dry factory, tide burning rhythm hall, tide music sleepless place, tide roaming park, etc., focusing on new trends, fashion, art and other elements.
In the theme space of the interactive installation, there are more "tide does not chase the current" parade performance, "night tide show" fashion show, "tide burning heart" sleepless music, "tide energy awakening" tide energy party, "explore the tide energy code" theme script killing and other rich on-site activities, accurately hit the personalized preferences of Generation Z, and the "when the burning is dry" modern sky M_DSK label will bring the well-known RAPPER Manshuk music scene, is bound to set off a nightlife heat wave in Huangpu Riverside.
Source: Thoughtful