Since its birth, Jing'an Joy City has been synonymous with Shanghai's "trend vane". In the fierce competition in the business district, Jing'an Joy City has always closely followed the brand gene of "young, fashionable, trendy and tasteful", and took the lead in proposing an operation strategy oriented to young customers, creating an online celebrity catering gathering place, a benchmark for the night economy, a place for the first launch of super IP and a place for the occurrence of new retail trends, with an area of 55,000 square meters within 3 years. In 2023, in-store sales increased by nearly 90% compared to the same period of previous years, and passenger traffic increased by nearly 110% compared to the same period of previous years, all of which reached a record high.
In 2024, the Jing'an Joy City-themed flash mob will be "new" in turn, and the drainage gameplay will be upgraded again. The mall held a number of IP flash mob events. Among them, the sales amount of chiikawa x miniso-themed flash mob in the first stop of the country reached 2.68 million yuan in 10 hours on the first day of launch, setting a record for the highest single-day sales of Jing'an Joy City IP Exhibition. On March 30, the online appointment was opened, and the number of visits reached 1 million at 6 p.m., setting a record high in the number of visits to the Shanghai Jing'an Joy City Mini Program.
During the same period, Jing'an Joy City also introduced a number of leading brands in the market. As the first store of Xiaomi Auto in Shanghai, Xiaomi Home (Jing'an Joy City Store) took the lead in opening the Xiaomi SU7 exhibition and test drive activities offline, and the scene was very popular. SPAO (Jing'an Joy City Store) is newly opened, and there is a long queue. The night dining rooftop on the 9th floor of the North Block is full of diners every night, and it is lively and boiling.
During the Qingming holiday, the mall received nearly 300,000 visitors in three days, of which the passenger flow exceeded 100,000 on April 5, setting a new record for the highest passenger flow since the mall opened. In terms of sales, the total sales of the 3-day holiday will be about 30 million yuan, an increase of more than 70% year-on-year in 2023.
The night dining roof on the 9th floor of the North Tower
At the end of 2022, Jing'an Joy City will focus on launching the "Night Food Rooftop" characteristic business on the 9th floor of the North Tower. After in-depth research on the current rising demand for night socialization, dining and entertainment among young customers, the mall uses the Ferris wheel + super large roof terrace + popular Internet celebrity catering to create a night economy brand that is open until the early hours of the morning.
The mall has introduced Zhu Guangyu hot pot, Mr. Bei Beggar, Fu Tian Beef Brisket Pot, Liu Dongliang food stall, Wusu Da Da Da Grill and other popular restaurants on the popular list of public reviews, these heavyweight restaurants and Haidilao, cinemas, KTV and other night entertainment facilities in the south block form a synergy, and the mall has set up a special night channel and night (21:00 p.m. - 3:00 a.m.) free parking policy, so that the shopping center can fully meet the needs of young customers for night eating, drinking and playing.
As soon as the "Night Food Rooftop" was launched, it was sought after by customers and the response was very enthusiastic. In 2023, the total turnover of the 10 restaurants on the "Night Food Rooftop" will reach 130 million yuan. The performance increased by 160% year-on-year, becoming a new landmark of Shanghai's night economy, and was reported by central media including People's Daily, Xinhuanet, and China Economic Weekly.
南座2F JOY IN潮流专区
The trendy zone on the 2nd floor of the south block of Jing'an Joy City will make a stunning appearance in 2023. Young brands with personality meet here, and youth and color collide here. 16 new trendy brands. 3 FIRST STORES IN THE COUNTRY, 10+ CITIES/REGIONS FIRST STORES, BOTH FASHION OG - TREND COLLECTION STORE DRUG+ AND FRESH FASHION CLOTHING BRANDS, BETTERSAY, KIRSH, ALL IN PLAN ! APPARITION, NOISY TEDDY, OLD ORDER'S FIRST OFFICIAL STORE IN SHANGHAI. Supporting trendy lifestyle KKV, micro-store park, D&H BARBERSHOP, mytimelab, TONXIN SOCKS, tea aromatist, etc., to create a new trendy space in Shanghai.
In 2023, the performance of the JOY IN Trend Zone increased by 100% month-on-month, which was widely praised by consumers and the industry. In the first quarter of 2024, the clothing sales of the JOYIN Trend Zone exceeded 2.4 million yuan, and the proportion of young customers in South 2 increased significantly, driving the overall sales of South 2 to increase by more than 97% year-on-year.
IP Pop-up Exhibition
As the first shopping mall in China to introduce IP exhibitions, Jing'an Joy City has now become the "first place of super IP" and is recognized as a benchmark in the IP marketing industry in China. In 2023, the mall will land more than 20 internationally renowned IP flash mobs in the country, with a sales revenue of nearly 100 million yuan. A number of IP pop-up stores, including the Idol Dream Festival 2 offline theme special exhibition, the official pop-up store of the Slam Dunk Theater Version, the first pop-up store of Line Puppy in Shanghai, the offline pop-up of the love of light and night giant panda science popularization, and the first stop of the ZANMANG LOOPY pop-up store in China, have all become popular check-in places in Shanghai, with the exposure of a single event exceeding 100 million people and the sales amount exceeding 10 million. This year, the mall will continue to cooperate with more super IP activities across borders, covering multiple interest areas such as screen classics, hot-blooded animation, and niche literature, attracting diverse customer flows.
chiikawa x MINISO主题快闪全国首站
From March 29th to May 5th, chiikawa x miniso-themed pop-up landed in Shanghai Jing'an Joy City, the first pop-up event of chiikawa IP in China, with a total of 100+ co-branded products and a number of limited products launched nationwide, bringing a cute and warm interactive experience to Shanghai consumers.
On the day of the exhibition, fans gathered at the scene, and the popularity was overwhelming. The sales amount reached 2.68 million yuan in 10 hours on the first day, setting a record for the highest single-day sales of Jing'an Joy City IP Exhibition. With the continuation of the popularity of the stock, on March 30, the single-day passenger flow of Jing'an Joy City reached 96,000, which was the highest single-day passenger flow since the opening of the mall. That week, Jing'an Joy City topped the popular list of Dianping's Shanghai shopping malls.
Shanghai Jing'an Joy City May event collection
One Piece Straw Hat Shop Shanghai pop-up store
Event time: 4.27-5.26
Location: Jing'an Joy City, 3F Atrium, South Block
Activities:
Do you want to join the Straw Hats on their adventure? On April 27th, the One Piece Straw Hat Store Shanghai pop-up store landed in Shanghai Jing'an Joy City for a limited time! The giant Luffy Straw Hat in front of him suddenly appeared, standing under the big straw hat with a diameter of 7 meters, and it was a bloody blockbuster at any time. Celebrate Luffy's birthday merchandise on May 5th, as well as Egghead Arc merchandise, Bailey Coins, and Bounty Order!
Maruko people are tired of the rescue plan limited time store
Event time: 4.27-5.26
Location: Jing'an Joy City South Block 3F Atrium
Activities:
The first pop-up store in the country landed in Jing'an Joy City! This May Day, those who don't want to work anymore, please let Xiao Maruko use her philosophy of life to save you!
The pop-up store of the "Maruko • People Tired Rescue Plan" restores the life scene of "people are tired" and creates an interactive check-in wall. There are also a variety of vivid and cute three-dimensional images of small balls. Participating in the "Fatigue Rescue Program" can also obtain a unique "Fatigue Test Report" and draw exclusive "Fatigue Rescue Equipment".
During the event, hundreds of officially licensed cherry balls will be launched nationwide. Cute and cute little ball pendants, mouse pads that are both practical and beautiful, limited T-shirts that show personality, etc. Whether you choose to "touch the fish" or "roll", there is always one for you.
The first stop of the pink rabbit flash mob in the country
Event time: 4.27-5.19
Location: Jing'an Joy City, 1F Atrium, South Block
Activities:
Attention! The first stop of the "top star" appeared in Jing'an Joy City. The pink rabbit, which is a smash hit in the emoji industry, came to the real world to "go crazy", and the first stop of the pink rabbit flash mob in the country appeared in Jing'an Joy City on April 27, and the inner OS in life was performed on the spot. Not only that, but there are also a lot of themed limited new product launches, well-behaved and weird style pendants, drag pillows and dolls, as well as peripheral clothing and postcards, come and take the pink bunnies home.
Joy will be in the market
Event time: 5.1-5.5
Location: Jing'an Joy City
Activities:
Jing'an Joy City invites you to "Joy City". Designated retail cumulative actual payment and points over 599 to get 100 yuan back gift coupon. Home life designated stores pay and points, 1000 yuan gift coupons will be refunded over 1000. Chaohongji and Yayi gold stores will reduce each gram of gold by 10 yuan/gram on the basis of the store's customer reduction. A number of IP flash mobs gathered to unveil and pick your favorite. Sing on the night eclipse rooftop on the 9th floor of the North Block for 5 days, toast with the starry sky, the Ferris wheel and the evening breeze.
CHIIKAWA x MINISO主题快闪全国首站
Event time: 3.29-5.5
Location: Jing'an Joy City, 3F Atrium, North Block
Activities:
On March 29, the first stop of the MINISO Chiikawa-themed flash mob in China was unveiled in the 3F atrium of the North Block of Jing'an Joy City in Shanghai. This CHIIKAWA x MINISO themed pop-up is the first co-branded pop-up event of chiikawa IP in China, with more than 100 co-branded products launched. In addition to the regular collaborations, there are also a number of limited items that will be available for sale at the pop-up store. There are also consumption benefits such as Chiikawa full gift activities, bringing cute and warm interactive experiences to consumers in Modu.