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In 2021, Shenzhen's business gradually showed a development trend of "all the way to the west". How to play a new paradigm of difference in a large number of commercial red seas? As a landmark of Shenzhen's western business district, Haiya Colorful City has held a number of "traffic-level" creative theme marketing activities with national tide, fashion and cross-border as keywords, and circled young people.
From the 8th Anniversary Unlimited Love Music Festival, the Spring Festival Modern Theater Garden to the only branch venue in Bao'an District of Shenzhen Fashion Week, how can Haiya Colorful City successfully go out of the circle from Bao'an and attract the attention of consumers at the doorstep and even in the central area of Shenzhen? Taking the one-year memorabilia of Haiya Colorful City as an example, it is not difficult to see the next creative new ideas of Shenzhen business: new integration of online and offline, which is also a popular new model with the red broadcast room and the rising red punch card.
With the rise of millennials, the main consumer force has changed to young people and middle-class family groups, and consumer demand is more creative and personalized. The "national tide", which integrates traditional culture with the current trend, has taken advantage of the rise and become the "favorite" of the current mainstream consumer group.
The rise of Haiya Colorful City in the national tide, in the operation of the new creative points, taking advantage of the national tide elements, from the national style culture, brand cross-border and other dimensions, to present a unique gift for the New Year of the Ox: to create a modern opera garden, "Jubilee Stage", "Prayer Hall", "Modern Cloister" and exclusive "DIOR Dior Flower Star Year", etc., a series of elements full of traditional Peking Opera charm collide with modern fashion, bringing a refreshing new experience of national style fashion and unique audiovisual enjoyment for the New Year.
Continuing the characteristics of avant-garde fashion, Haiya Colorful transformed the mall into a beautiful catwalk in April this year, becoming the only sub-venue in Bao'an District of AW21/22 Shenzhen Fashion Week. Icon · Haiya Colorful City Spring and Summer Fashion Week Opening Ceremony and Opening Show, held in the L1 side atrium of Haiya Colorful City, more than 18 brands, 8 fashion shows will gather in Haiya Colorful City. For Shenzhen, the fashion capital, how to better land the creative industry in the consumer market, and the commercial landmarks closest to consumers have become an excellent carrier.
Play with new media, create a live broadcast room and a popular punch card
In addition to the national tide and fashion, cross-border innovation has also become one of the keys to Shenzhen's business out of the circle. Its cross-border innovation lies not only in the cross-integration of themes, but also in the application of new channels and new models. Social media has become a new way of thinking about offline commercial landmarks to online traffic and popularity. Creating a new experience where the two are integrated is undoubtedly a win-win option.
During this year's May Day holiday, the number of travel notes released by the Little Red Book increased by more than 80% year-on-year, and fashionable travel methods such as camping, picnics, caravan travel, and niche attraction exploration were popular among young people.
In the middle of May, for half a month, Haiya Colorful City transformed into a green camp in the downtown area, moved the picnic camping into the middle of the city, created an emotional healing place, and launched the wild "PICNIC", leading young people to escape from the tense and fast-paced life, and giving Shenzhen people a comfortable place.
With 200 square meters of grass, open up the "City Beach Camping Area", and the starry sky tent creates a camping scene in the center of the city. In addition, the circle of fans around the pet, it to create the first "pet-friendly" positioning in western Shenzhen, held a pet adoption exhibition, and established an exclusive "club" for pet lovers.
At the 8th anniversary celebration site, with the theme of "iROCK Unlimited Love", a huge outdoor music festival was created, inviting popular singers Nanquan Mother, DP Dragon Pig, Liu Zhijia and so on to help. Haiya Colorful City also uses the popular live broadcast form to build a live broadcast room, with different theme live broadcast activities every month, and periodically invites well-known celebrities to be guests in the live broadcast room, while linking brand merchants, actively bintang city members, brand members' attention to brand activities and new products, and in the past year, online live broadcast has attracted nearly 650,000 members' attention, with remarkable results.
Innovation optimizes the business atmosphere to help release consumption potential
Generation Z, as the focus of the circle of young people in the circle of fans, whether it is to hold cross-border exhibitions or creative beauty, or to create explosive activities in combination with festivals and hot spots.
In the past eight years since its opening, Haiya Colorful City has always insisted on innovating and expanding in a variety of fields, introducing different forms of cooperation content, presenting a trendy, high-quality shopping atmosphere and consumer experience, providing consumers with preferential choices and meeting the needs of a better life. In addition to creating a high-end trend of social scenes, as a benchmark commercial project on the "main artery" of the development of western Shenzhen, Haiya Colorful City is also actively responding to the call of Qianhai development layout through innovative actions such as empowering commercial development, and helping to build a high-end service agglomeration belt in the Greater Bay Area. In the future, Haiya Colorful City will also continue to innovate and break through itself, enhance the commercial atmosphere in western Shenzhen with new impetus for commercial development, and lead the release of more consumption momentum.
From ViViCat, a big celebrity in the fashion industry with millions of fans under the united bubble mart, to creating the first exhibition in Shenzhen in combination with the wedding expo and Shenzhen Fashion Week, the western business of Shenzhen, represented by Haiya Colorful, is exploring a variety of diversified new paradigms. "In addition to creating a high-end trend social scene, as a benchmark commercial project on the 'main artery' of shenzhen's western development, Haiya Colorful City is also actively responding to the call of Qianhai's development layout through innovative actions such as empowering commercial development to help build a high-end service agglomeration belt in the Greater Bay Area." In the future, Haiya Colorful City will continue to innovate and break through itself, enhance the commercial atmosphere in western Shenzhen with new driving forces for commercial development, and lead the release of more consumption momentum," said the relevant person in charge of Haiya Colorful City.
Written by: Nandu reporter Chen Yingshan