From April 15th to April 27th, from commercial, hotel to residential communities, the consumption enthusiasm of young people across the country was ignited by a special event, which is the 4th Brand Week of Joy City Holdings.
This event has been held for 4 consecutive years, and has grown into a comprehensive consumer culture festival, bringing together the power of various formats of the "Dayue Ecosystem", covering more than 200 projects in nearly 40 cities across the country, directly reaching more than 3.1 million consumers, and successfully driving a total consumption of more than 2 billion.
For more than ten years, Joy City Holdings has deeply explored the new generation's multiple consumption propositions such as advocating hedonism, emotional experience, personalized socialization, yearning for freedom, and customization, and opened a precedent for shopping mall indoor block culture, self-created IP festival exhibitions and marketing methods. It also integrates resources and cross-border empowerment, bringing the "heavy operation" thinking into hotels and communities, bringing a creative and interesting experience to young people, and maximizing the diversion and release of consumer demand.
In the current economic environment of actively expanding domestic demand, Joy City Holding Brand Week has created a consumption feast that has swept the country and crossed business formats, which has not only created significant economic benefits, but also provided valuable inspiration for the high-quality development of the entire industry.
Create a home for youth trend culture and ignite consumer enthusiasm
When 225 million young people become the main force of social consumption, compared with consumers in the 70s and 80s of the last century, consumers value the practicality of products, and young people born in the 95s and 00s have strong demands for personalized design and trendy culture. For the business format, the key to standing out is to cultivate and create more attractive and competitive new consumption scenarios and service models.
The 4th Brand Week of Joy City Holdings is popular this year, which is inseparable from the continuous creation of young trendy culture in its 27 Joy City shopping malls. It is a collection of cutting-edge innovative retail and art exhibitions, as well as personalized experience spaces and social venues, as well as trendy markets and IP co-branded exhibitions.
Joy City is good at seizing the forefront of trendy culture, and the innovative IP first exhibition, first launch, first store, and first scene can always bring many surprises to the younger generation of consumers. In 2024, Joy City Holdings will upgrade the "4th Brand Week" to the "Joy Fan Hi New Festival", and 27 Joy Cities will hold more than 200 IP exhibitions and nearly 20 national or regional premieres, chiikawa x MINISO theme flash mob national first stop, Kapibala Cream Farm pop-up store, bilibili Goods flash mob Changsha first stop, ZANMANG LOOPY three-city debut, ILOVETOY model play market, etc., good-looking, fun and easy to visit, It attracted a large number of young people to check in, increasing the immersion time through sensory experience, increasing the frequency of social stickiness in the circle, and finally converting into the willingness to pay for self-please.
The "first store" economy is also one of the "traffic passwords" for Joy City to attract young people. As of the end of April, Joy City Holdings has opened 105 new first stores and flagship stores in the national commercial projects, including 88 first stores above the city level, MUJI China's largest flagship store (the first flagship store in Beijing), agete's latest national customized image flagship store, RALPH LAUREN Fragrance's first store in North China and China's new image store, and the country's largest Lego brand benchmark store.
During the "Joy Fan Hi New Festival", the total sales of 27 Joy Cities exceeded 597 million yuan, an increase of 20% year-on-year; The total passenger flow exceeded 3.044 million, an increase of 24.3% year-on-year; There are 116 best-selling merchants in the country, 194 brands with record sales, and 40 million stores. Among them, the sales of Shanghai Jing'an Joy City, Beijing Chaoyang Joy City and Chengdu Joy City exceeded 60 million yuan, and the passenger flow of Shenyang Joy City, Tianjin Joy City, Wuhan Joy City and Chengdu Joy City exceeded 200,000 people.
In today's increasingly homogeneous business, Joy City Holdings focuses on young consumer groups, focusing on their consumer needs and preferences, and differentiating competition with resources such as space creation, business portfolio and event planning. The focus on young people's pop culture and the unwavering insistence on innovation make Joy City stand out in the highly competitive business field, and it is also the key to ushering in a traffic explosion during Brand Week.
"Heavy operation" is upgraded to create a refined life in all formats
Not only in the Joy City shopping center, but also in every Joy City community and every Joy Hotel across the country, the consumption enthusiasm of young people has been successfully ignited. In the view of Joy City Holdings, integrating resources, cross-border empowerment, mining and creating new demand with "heavy operation", and creating a refined lifestyle for young people are the main driving force for the growth of the industry in the stock era, and it is also the "secret weapon" for the brand week to rejuvenate its consumption potential in 2024.
Positioned as a "service provider of urban operation and a better life", Joy City Holdings has been committed to redefining community life and bringing more vitality to the city. In this year's "Joy Giving Back Season", Joy City Holdings has become a planner of a better life, bringing interesting and relaxing activities to the residents of Joy City. From outings and markets, to DIY, outdoor movie nights...... About 120 activities were staged one after another, and more than 170,000 Dayue residents across the country felt the beauty of life and the temperature of the brand in the gathering.
During the brand week, Joy City Holdings broke through the traditional hotel operation model, through the integration of resources, cross-border empowerment, and the operation of its hotels with the thinking of operating the main store, and successively released 10 spring travel packages, from sea manor tours, private pool parties, beach weddings to cross-border co-branded flash mobs, etc., to build the hotel into a platform for the new generation of consumers to have emotional exchanges and in-depth socialization, which greatly mobilized the consumption enthusiasm of young people.
Joy City Hotel also hires a team of star chefs to cook delicious food, carefully plan salons, concerts and other cultural activities, and cater to the expectations of the younger generation of consumers for a refined lifestyle. It not only prolongs the stay of guests, but also satisfies their emotional needs more effectively. A set of data shows the achievements of Joy City Holdings in improving consumer experience and driving revenue growth: in April, Joy City Holdings' four hotels received nearly 70,000 people, with a cumulative revenue of nearly 60 million.
During the Brand Week, some areas will realize the linkage of residential, commercial and hotel business activities, and the residential transaction will give away 1,000 yuan shopping coupons for Joy City, Sanya seven-day double accommodation package and other benefits. Joy City Holdings tells consumers in this way: choosing Joy City is not only to buy a property, but also to start a journey of life full of fun. For the new generation of consumers who pursue a refined life, this lifestyle is a perfect fit for their needs not only to "settle down", but also to "enjoy life".
In the 2024 Consumption Promotion Year, this linkage marketing strategy also demonstrates how Joy City Holdings can leverage its diversified and rich commercial, hotel and residential formats to create a "Joy Ecosystem" to strengthen services and operations to create more value for consumers.
We will continue to create a deep and valuable consumer experience
More than 200 projects covering nearly 40 cities across the country have directly reached more than 3.1 million consumers and successfully driven a total consumption of more than 2 billion yuan...... The success of Joy City Holdings' Brand Week is not only a victory for its marketing strategy, but also a proof that its brand concept is deeply rooted in the hearts of the people.
Since its establishment 31 years ago, from Joy City, Joy Hui, "Joy Series" Residence, Joy Center, Joy Le Yi, Joy Hotel, Joy Service to Joy Club, Joy City Holdings has been constantly pursuing to create "beautiful and joyful" products and experiences for every customer, every partner and even every community.
In the view of Joy City, "Yue" is not only a simple experience of happiness and satisfaction, but also a manifestation of life attitude. It encourages people to go beyond the boundaries of everyday life and experience and enjoy every moment of life in a more comfortable and self-contained way. To this end, Joy City Holdings continues to cultivate and create more attractive and competitive new consumption scenarios and service models, and has been focusing on doing this well for decades, and continues to create a deep and valuable consumer experience.
Joy City Holdings Brand Week not only created significant economic benefits, but also demonstrated the effective strategy of driving growth with heavy operation logic in the stock era, providing valuable inspiration for the entire industry.
From the ever-innovating youth culture, pop culture to national tide culture, it gives consumers emotional value, and increases commercial attractiveness and purchase intention through sensory experience. This marketing strategy, which puts culture and experience at the core, has clarified the direction of business model innovation.
Further, it integrates resources, cross-border empowerment, introduces heavy operation thinking into the hotel format, and meets the needs of young consumers for exquisite life with innovative activities and diversified experiences, which is essential for rejuvenating consumption vitality.
In addition, through refined and scenario-based community operations, we promote neighborhood interaction and create a vibrant community environment with residents. It not only improves the quality of life of residents, but also demonstrates the efforts and achievements of Joy City Holdings in fulfilling its social responsibilities and building a livable urban space. (Text/Hai Jie)