When Xiaobian thought about how to introduce Wuhou Xingyuehui (hereinafter referred to as Xingyuehui), the first thing that came to mind was another topic: how to give a definition of Chengdu today.
As a Rong drift who has settled in Chengdu for more than 20 years, he grew up with "casual" city symbols such as tea houses, mahjong, spicy hot peppers, pandas and so on. After the huge high-tech clusters and financial derivative enterprises have taken root in recent years, Chengdu, which is surrounded by tens of millions of buildings, has quietly changed in the hustle and bustle of the times.
The slow pace of life, the acceleration is the pace of work, so what kind of business is needed for the future market that fits "life + work" and the future market of "life + work"? Opening on December 18, 2020, Star Delight Club used the "minority" symbol to hand over a unique answer sheet.
A minority of formats
Avenue to Jane, grasp the fashion pain points
When it comes to Longhu' old friend, I think everyone will smile. As a Chongqing real estate developer with the same origin in Bashu, it has deeply cultivated 11 "Tianjie" urban series products in various areas of Chengdu (including Shuxintian Street, Dong'an Lake Ucheng Tianjie and ToD Administration College KaiyuanTianJie), which are firmly in the first position of commercial real estate holdings in Chengdu. The commercial series of "Xingyuehui" blocks on the second commercial line is based on regional characteristics, creating small-scale characteristics to provide flexible and diverse commercial matching for residential communities and business offices. After Beijing, Shanghai, Chongqing and Xi'an, the fifth and only Star Club Plaza has been opened in Chengdu, and there is still no shortage of surprises in its location.
The "change" of the west of the city: Standing at the mouth of the spring wind, Wuhou will also fly
As early as June 2019, the Wuhou District Government issued the "Implementation Plan for the Construction of a Cultural, Commercial, Tourism and Sports Integration Development Base in Wuhou District of Chengdu", which deployed and planned three major industrial functional zones: the Huaxiba Industrial Functional Zone, the Three Kingdoms Cultural and Creative Industry Functional Zone, and the Wuhou E-commerce Industry Functional Zone, in an effort to create a service-oriented headquarters economic and industrial ecosystem. The "Plan" emphasizes that by 2021, Wuhou District will introduce and cultivate more than 40 headquarters enterprises, and strive for 50, of which more than 25 are headquarters enterprises in the leading industry, which shows the regional priority of the plot.
Xingyuehui is based on the policy blessing of Wuhou New Town, focusing on the e-commerce industry functional area, and there are Wuhou Government Affairs Center on the north side, as well as large industrial parks such as Western Zhigu, Jingdong Southwest Headquarters, Wuhou Science and Technology Entrepreneurship City, etc., and as of April this year, more than 3,600 e-commerce companies have been settled. The south side of the residential area is distributed such as Longhu Tianchen original, COFCO, Poly, Jinmao Mansion and other high-end real estate and commercial office buildings.
△ JD Southwest Headquarters
With the opening of Metro Line 3 and Line 9, Xingyuehui, which is close to the TOD plate of Shuangfeng Bridge, is even more powerful, relying on the advantages of the commercial block at the intersection of the two tracks and mature traffic lines to almost radiate the entire regional industry and residential groups of Wuhou New Town. It is worth mentioning that Shuangfengqiao was originally a famous leather processing area in Chengdu, and then gradually adjusted to commercial and residential land, and it was recently revealed that the third Sam's Club in Chengdu will be planned here. Behind the continuous name change and regulation is the government's determination to promote the commercial upgrading of Wuhou New City.
Increasingly "eating skins" in the area, naturally also facing the competitive pressure of "competing for food". Within the radiation range of only 3 kilometers, there are many full-format commercial complexes such as Wuyue Plaza, Joy City, and Wuhou Wanda. It can be said that the middle-class family and the office white-collar customer class here together have combined sufficient commercial "nutrients".
However, the total passenger flow in the three days before the opening of XingyueHui still exceeded 205,000 person-times, setting a beautiful figure with sales exceeding 8.15 million with the performance of the same business district, and occupying the top 1 popularity of Poly Garden business district for a long time (public comment reference data). This is inseparable from the business model of Star Delight Club.
In the post-epidemic era: "light luxury + initiative" in both directions
In 2020, the total operating income of catering enterprises in China will reach about 4.2 trillion yuan, and catering users aged 20-35 will account for 74% of catering consumers. After the epidemic, it can be clearly felt that the rebound speed of the catering industry is faster, in addition to the just-needed conditions of "people take food as the sky", the social culture given to the catering industry also increases its risk resistance.
According to another set of data in the "Chengdu 2020 First Brand Research", a total of 386 brand first stores were introduced in Chengdu in 2020, ranking third in the country after Shanghai and Beijing, which can more see the leadership of the "first store economy" in the catering industry. As a shopping mall that opened during the post-epidemic period, Star Joy Club has made more strategic deployments.
Compared with the "all-guest layer" service model of traditional shopping malls, the "Tao" of Xingyuehui focuses more on grasping the pain points of the middle class and Generation Z, specializing in differentiated catering and leisure and entertainment content. Therefore, Xingyuehui positioned the project as "urban taste space", and attached the differentiated value attribute of "light luxury + initiative", which not only satisfies the quality consumption needs of the customer group itself, but also meets the core addition of the concept of "personalized fashion" of contemporary consumption. It is reported that among the settled brands of the project, Chengdu is the first to enter more than 15%, the first to enter the west of the city is more than 35%, and the overall investment rate is 100%.
We have screened some of the brands that have opened:
B1- The region's first Alibaba brand "Hema Fresh";
1F- The first "Pretty Bayu" Sichuan restaurant in the region, the first simple restaurant in the region "Taoyuan Village", the authentic Beijing "Big Duck Pear Roast Duck" and the blockbuster brand "Paint Live House";
2F- Chengdu's first "W-Fitness" light luxury gym under Wells, Chengdu's first "Boyuehui" cinema under Bona Pictures, Wuhou District KTV's KTV praise list no. 1 mass-selling "star party" KTV...
In the future, there will be main brand stores such as Putian Thai seafood hot pot, two-ma tavern, Xuankehui Plus Bookstore, KFC Music Restaurant and popular Internet red shops, etc., which will jointly position new prototypes with strong customer flow adsorption; and the consumption level of the core customer group of Wuhou New Town coincides with high-quality, rich consumption attributes and social attributes, which cannot be said to be a two-way rush.
The visual minority
Ingenuity spirit, unique Sichuan-Chongqing feelings
Before the article was published, I had heard many friends complaining about shopping malls. The general feedback is that the style is single and there is no freshness, and although there are many brands, the layout is more complicated, and if you want to go to a specific brand to consume, you often waste a lot of time on the way... The reason is that, on the one hand, it is concentrated in the customer base, on the other hand, the exemplary design can save construction costs, and the brand may give up the screening of the brand cost performance for the sake of investment rate.
Take a shopping mall as an example:
△ Network pictures
Let's take the Tianjie series as an example:
"It gave me a glimpse of the jaggedness of the mall," one of the friends quipped.
The introverted, gentle and jade-like cultural atmosphere of bashu chengdu "Tianjie" is full of feelings in design. The total volume of "block-style" Star Delight Club is only 31,000 square meters, but there is no lack of sincerity. Xiaobian specifically learned about the design of foreign neighborhood commercial bodies:
Urban vertical space in Bangkok
The Commons mall in the Thonglor block has a construction area of 5,000 square meters and a cost of 4.6 million euros, which is divided into four areas, namely Market, Village, Play Yard, and Top Yard. The main body of the mall presents a longitudinal open-air public place, with the ground floor as the landscape, and at the same time a large number of spaces are used to connect the stairs of the second floor, and the steps and the "flowing" lines on the ground enjoy the dynamic rhythm. A series of openings on the third and fourth floors also enrich the continuity of the vertical space, and even if you are on the ground, you can clearly see all the shops on the upper floor from different angles.
Japan Slope Park
Namba Park in Osaka, Japan, features a "slope" with a construction area of 243,800 square meters and a total investment of 78.4 billion yen. The entrance presents a rock-covered man-made "canyon" using natural stone to create a rustic and rugged wildness. The striped shape gradually transitions from warm yellow to orange, which reflects the surrounding green vegetation. The 2nd to 7th floors are a diversified shopping mall, the 8th floor is a dental clinic, and the open spaces such as sky gardens and rooftop trees integrate the business and dining areas with nature and perfection.
Galactic Space: Mystery and Infinity may be co-key words
The design of The Star Club invited the CLOU team. It is worth mentioning that the Kelu team borrowed the commercial architectural characteristics of The Commons Mall in Bangkok and Namba Park in Japan to innovate and create a "multi-dimensional forest canyon" in the Chengdu Plain. It also integrates the overall planning of the "Park Ecological Belt" of the high-tech zone, and strives to build Xingyuehui into a three-dimensional park, so that the commercial body has better openness and accepts more citizens and tourists for leisure and sightseeing.
It is reported that Xingyuehui will use a unique "galactic space" to create a "connection between man and space", which is generally "Trinity". The entire project is divided into three parts from the bottom up: commercial space, social space, and living space. The B1-2 floors of the project are commercial spaces and social spaces, giving brand merchants the best display and operation opportunities, and also giving consumers the most intuitive choice convenience. The living space includes the apartment "Purple Capital City" and "Guanyu" products, once again practicing the "space as a service" strategy of Longhu Group.
Walking into the XingyueHui, it is not difficult to find the stage layout of the sunken space + independent business, and set up multiple open entrances to highlight the visual three-dimensional sense; the green plants, water features and landscape sketches inside the block are blended together to achieve spatial harmony in the space scenes such as corridors, steps, and elevators. At the same time, the creative concept of "weaving scenery" landscape and the flood concept design of "future time" shape the net red landmark elements of the project. Here, enjoy the "stars" of a comfortable life.
In addition, as a characteristic puzzle of the financial city business district, the only Mofang shopping mall in Chengdu under KWG Pacific has a strong comparative value. The 60,000-square-meter semi-open commercial building, the five floors above ground are designed as 360° immersive garden open space areas, and the indoor 4-story projective water curtain waterfall integrates sound, light and electricity.
In terms of location and format, it is also not easy to let go. Located in the core area of Jiaozi Avenue in the Financial City, Mofang is mainly for business and financial industry people. There are already well-known clothing accessories brands such as "Hema Fresh" Supermarket, "SO WHAT", "THE REPUBLIQUE", "OUT OF STOCK 0909" and other well-known clothing accessories brands, and in terms of catering, there are "Samurai's Cow" and 2 "Black Pearl Restaurants", "Yuebawei Zhenxuan" and "Zhao Zhao · Black Diamond Beef Steakhouse" (Black Pearl Restaurants selected for cooking level, experience and heritage innovation, chengdu was selected as only 50 in 2021). ）
△ Public renderings
Not only that, as a ring of the "KWG Taifu Jiaozi Commercial Cluster", the west side of the B1 floor is directly connected to the Jiaozi Avenue Station of Metro Line 5, and to the east, it connects the Youfang Shopping Center to the east, and jointly builds a comprehensive commercial closed loop with its U8 Bar Street and W Hotel plate, and the interaction between the projects and the advantages of brand cohesion are fully displayed. This is also an important reason why the Moroccan side was selected as the 2020 Chengdu Commercial Value Investment Project Award.
How far can the minorities go?
It is true that compared with the existing resources of the Moroccan side, there will still be many gaps in The Star Club. But Xiaobian believes that the "young" XingyueHui is full of infinite possibilities.
The brand choice of the format should always be guided by the "market" rather than the "product" itself, Andyy Club does not blindly pursue tall products, but chooses to introduce the "light luxury" series according to the local market and consumption level, which meets the consumption needs of the core customer group, and this clear positioning and rational choice creates a healthy ecological atmosphere for the Star Yue Hui.
In terms of design, Xingyuehui provides sufficient display space for merchants, highlighting the brand while being able to differentiate the layout, which not only takes care of the visitors' leisure and entertainment, photos and punch cards, but also simplifies the choice of time for store consumption, and also lays a good reputation for brand investment after that.
Another remarkable thing is that Xingyuehui is at the forefront of trying the "first store economy" benefits, which may also become a major trend of commercial competition in the future.
In the post-epidemic era, new and innovative commercial brands have promoted the activity of the commercial market and gained more and more cross-industry attention, and these "fresh blood" will undoubtedly promote the innovation and upgrading of the entire commercial real estate, and the consumer experience will also be renewed. Of course, the strict control and selection of the "first store" quality control is also an indispensable part.
I wrote this point at the end. The whole format is more of a manifestation of stability, and a minority such as Xingyuehui, grasping a specific consumer group and unfolding, its product planning, format layout, marketing strategy are all around this group, which requires great wisdom and courage, which is also the courage of Longhu Research.
Of course, the current Star Delight Club wants to form a large-scale industrial cluster effect in the surrounding areas in the short term is unrealistic. In addition to the theme concerts and daily activities built by itself, you can actively interact with the "Tianjie" series, and you can also interact with other shopping centers in the business circle, so as to create an industrial effect and a business circle effect, and spread the "minority" symbol to gain more popularity. Xiaobian also believes that Xingyuehui will not be limited to the existing achievements, and hopes that we can hear more stories about it in the future.