"Last year, we adjusted 80 brands in Bailian South, accounting for 1/3 of all merchant brands, adjusted an area of nearly 20,000 square meters, and introduced a number of first stores and leaders in the format category in Minhang District and even the city... Over the years, we have undergone many transformations. ”
Recently, as the leader of minhang southern business circle, the earliest business district in Shanghai, Bailian South Shopping Center has a lively "merchant commendation conference and award ceremony", and the best of more than 400 merchants have come to the stage one by one to receive awards and share, and "change" has become a popular keyword throughout the venue.
After more than 20 years of glory, Bailian South Shopping Center once had the glory of leading the consumption trend in Shanghai, and also had a downturn when it was overtaken by rising stars. "The period since the outbreak of the epidemic has been the most painful two years for those of us who are doing business." At the scene, Qin Xiaolin, general manager of Bailian South, talked with the merchants and excitedly told everyone that in 2021, the annual passenger flow of Bailian South exceeded 20 million person-times, an increase of 8% year-on-year, and the sales scale reached 3.045 billion yuan, an increase of 36%, achieving "flying against the trend". Such performance is rare in recent years.
Merchant brands have also come to power one after another, sharing their own paths to change and nirvana stories.
Tao Fufang, general manager of Shanghai Tom Bear Entertainment Co., Ltd., told everyone that Tom Bear is a merchant rooted in Southern Bailian for nearly 20 years, and has experienced four contract renewals, an area expansion, a change of venue address, and each change and adjustment is an upgrade and a rebirth. At the end of 2021, with the help of Southern Bailian and in the process of renovating the 5th floor garden, Tom Bear's store was upgraded to Shanghai's first punk-style theme park at the same time, which was loved by young people in Shanghai and its performance was greatly improved.
The Shunfeng Hotel is a "new friend" who just moved in last year. In August last year, with the opening of the Children's World on the 4th floor of The Southern Bailian, the Shunfeng Hotel also opened at the same time. According to reports, this is the first store of new style and new colors of Shunfeng, the color is more bright, can receive more than 30 tables such as wedding banquets, birthday banquets, baby banquets, company banquets, etc., and there are more than 30 private rooms, which can meet various consumer needs. In less than half a year, the store has become the first place in the praise list of Jiangsu and Zhejiang cuisine in Minhang District.
As an elegant and exquisite gentleman's clothing brand from Italy, Wisconi has been settled in Bailian South for 11 years, accumulating a good reputation and high-quality customer base. Yu Guilin, general manager of the company's East China region, admitted at the scene that in recent years, due to the epidemic, the performance of the store has not been able to get a big breakthrough, "but 2021 is a year of growth in Bailian South, and it is also a year of breakthrough for us in Wisconsin." It turned out that it was with the help of Qin Xiaolin that Wisconi quickly closed another store nearby, firmly confidently built the only store in Minhang, and finally achieved a major breakthrough in performance last year through image upgrades, merchandise renewal, and service optimization...
At the beginning of 2022, a one-stop pet alliance store called "Dogway Dog Road" was also trial operated at Bailian South Shopping Center, attracting pet lovers from all over the world with a new format. Yakult, milk tea, milk, cookies, little fruit puree... All about the food and clothing of pets can be bought here. On the first day of opening, the store's sales reached more than 10,000 yuan. During the Spring Festival, the much-talked about "pet Chinese New Year's Eve meal" was snapped up...
"Last year, there were nearly 40 tens of millions of sales stores" - this is another set of gratifying data that Bailian South is proud of. According to reports, in 2022, Bailian South has put forward a "comprehensive renewal" plan, and with great fanfare, "break through 50 tens of millions of sales stores" and "break through the scale of 3.6 billion yuan sales" target tasks.
These goals are not just shouting. In 2022, Bailian South is still "changing" to seize new opportunities and drive new growth.
According to reports, this year, Bailian South will launch four more important transformation and upgrading projects to further promote "space renewal".
For example, the square transformation project, in view of the old square, single function, poor interaction with the citizens and other issues, here will be through the "large-scale" square landscape transformation, to create a thematic public social space, to achieve the organic combination of outdoor square and indoor space, the construction of 24-hour commercial blocks, full drainage, diversion, deep excavation of the "night economy" potential, for consumers and suppliers to create a longer contact time dimension, dissolving the distance between people and buildings.
Another example is the "roof development" project, which will target about 7,600 square meters of roof space in districts one and three districts, and Bailian South will focus on "sports and fitness", "green trails" and "public welfare sports" as key elements, through the introduction of comprehensive sports format functions, to meet the broader experience needs of consumers, and to create a tide play collection place for sports enthusiasts.
In addition, in addition to the renovation and upgrading of the garage, Bailian South will also build the largest naked-eye 3D interactive screen project in Shanghai to create a better internet celebrity effect and landmark effect with a new image of "trendy, exciting and cool".
"At present, the scale of physical consumption has steadily rebounded, and the flow of customers to the store has gradually picked up." Qin Xiaolin revealed that behind the "home economy" of the epidemic, it has also bred the rise of emerging consumption models such as "meta-universe", "warehousing", "its economy", and interest consumption, "Therefore, we must adhere to the market-oriented, keep up with the pace of the times, and firmly grasp the 'Z generation', 'new middle class', 'silver-haired family', 'cat father and dog mother', 'inner living youth', new wave health care family and other new consumer force customer groups, with the business attitude of 'constant change and constant new, advancing with the times', and embrace this era full of opportunities and challenges."