Recently, I have become more and more fond of Chongqing's commercial temperament - sincere and pragmatic, beautiful and hot.
This is also what impressed me the most in the past three years: it is not the Muguang Forest, nor the squirrel sparkling, but every time I hear a friend from the project team naturally say, "We are not a special project, we are just sincere to every merchant and serve every consumer."
This kind of gentle and humble tone is what a solid business management and operation team should look like.
Under such careful operation, Chongqing Halo Shopping Park has become closer to the name of TA and has become a unique "halo" of the city of Chongqing.
- In 2023, the total passenger flow of Chongqing Halo will reach 25.12 million, and its performance will increase by 32%, from which we are also pleased to see that the high-level business plan has finally been confirmed by solid data.
- In March 2024, on the Douyin platform alone, the exposure of "Muguang Forest" reached 30 million people; In the same month, Chongqing Halo and Jasmine Milk White Spring co-branded flash mob "Cherry Blossom Dreamland" landed, and it was listed on the TOP2 of Douyin's hot list in the same city on the day it went out, and the brand's performance in March ranked first in Chongqing;
- In April 2024, the "City Healing Project" art exhibition landed in Chongqing Halo, and during the May Day period, the project achieved a year-on-year increase of 51.2% in passenger flow and a 21% year-on-year increase in turnover, appearing on the Douyin hot list for the first time, continuing to dominate the top 1 of the popular list of Dianping Chongqing shopping malls, and the number of views of a single note on Xiaohongshu exceeded 770,000.
Behind the lively data, there is an extremely solid operation - on the third anniversary, Chongqing Halo introduced a large number of regional first-store brands, refreshed the traffic ceiling of physical commerce on social media, and helped brands break through the performance ceiling, which is really eye-catching in the ups and downs of the market environment.
That's what I want to see most of the landmark business look like.
Entering its fourth year, as the first work of Hongkong Land's halo system in the mainland, Chongqing halo has not only fulfilled the initial expectations of this product line within the company, but also become a "halo marker" in Hongkong Land's "double ring strategy" in which various operational data and trading experience are important - it may not be an exaggeration to say that it is the standard-setter of halo works.
We are fortunate to have witnessed the whole process of an outstanding business developer incubating a product line in the Mainland market.
"Heightening" and improving the quality of the "sports trend" matrix is further strengthened
The 3rd Anniversary Brand Campaign Takes Balance between "Depth" and "Breadth"
Chongqing Halo Shopping Park, which officially opened in April 2021, has gone through three years of complete history, and has also ushered in the first major renewal cycle of TA.
In fact, the project has predicted the direction of the first cycle of recruitment from the beginning of its opening, and now it is also the time for them to verify whether the "three-year plan" meets business expectations.
The most eye-catching is the Gaohua and international boutique clothing series.
There is no doubt that it is the "excellent" performance of Chongqing Halo Shopping Park in terms of space, performance and ping efficiency that has attracted their attention - Chanel beauty, Coach, Polo by Ralph lauren and other brands have been confirmed to settle in.
In addition, we found that the heaviest proportion of this adjustment is obviously the mountain outdoor series.
Lululemon、LACOSTE MEGA STORE品牌旗舰店、HOKA、THE NORTH FACE、UNDEFEATED（重庆北区首店）等一系列Urban Outdoor属性的品牌正在逐步亮相，并在LG层形成了一定的业态氛围
A friend who lives nearby told me that the outdoor scenery of the mountains is quite consistent with the temperament presented by the halo itself, "In other businesses, you can smell the aroma, only in the halo, you can smell the smell of mountains and trees."
In fact, the halo focuses on the outdoor traces of the mountain system.
In September last year, the opening of the SALOMON Halo store set a record of amazing market results, ranking first in the southwest region in the same period.
Entering 2024, outdoor sports brands will move from a niche professional track to a mass lifestyle, and it is particularly important to find the right partner who understands the market - to have a vision and bet on the real potential partner in the future.
This may not only be the two-way rush between shopping malls and brands in the adverse market, but also the accurate demand information obtained from consumers after three years of in-depth operation.
At the same time, continuing the long-term layout idea since the birth of the project, Halo has taken the initiative to jump out of the framework of quality families, move towards the dimension of "young trend", and further expand the age span of consumers.
You can feel that this is a team with a very flexible style of play, with both a strategy to follow the trend and a plan to actively seek change.
A series of trendy brands such as F426 (the first store in Chongqing), YPL, a blueberry, and LEIYU LABS (the first store in Chongqing) have settled in successively, forming a certain degree of young trendy atmosphere on the B1 floor, and expanding the retail consumption range of young customers in the halo.
In addition, there are also many "new faces" in the dining area of Chongqing Halo Shopping Park.
Chain brands that can take into account category differentiation while steadily exporting products have become the main direction of the third anniversary catering reform - brands such as Laowang, Dawash, Jiuzang, and Slow Stir have been stationed.
On the one hand, it expands the width of the project's audience, and on the other hand, it increases the depth of the original audience's association with the project, which is rare to achieve such recruitment results in the current market situation.
Restrained and in-depth marketing campaigns
Can it really bring growth to the brand's performance?
Event marketing has always been a specialty of Chongqing Halo Shopping Park.
In the "Snow Falling Forest: Winter Magic Season" activity at the end of last year, amateur check-in generated a number of 10W+ likes and explosive articles, and the project also appeared on the TOP1 of the Dianping and Douyin popularity lists in the same city.
Opening the Chongqing Halo's 2023 event calendar, you can find that this kind of out-of-the-circle is not a single accident for Chongqing Halo, but a general norm throughout the year.
In my opinion, Chongqing Halo is one of the few projects that has figured out the rules of the game for the operation of new media in physical commerce, not only found the traffic password to a certain extent, but even became the traffic itself through high-frequency "content" production, "created" topics for social media, and formed a unique set of playing methods——
In the high-frequency landscaping of the project, in-depth collaboration with the brand, and in the process, UGC co-creation is formed with partners, consumers, and online platforms.
Taking the Glacier Rose Staircase on Valentine's Day in 2023 as an example, under a series of coherent actions such as online exploration, traffic forecasting, exhibition adjustment, communication sample shaping, amateur imitation and check-in, the project quickly climbed to the top 5 of the Douyin city hot list, the top 1 of the Sina city's hot search, the amateur Douyin check-in single post has more than 10W+, and Xiaohongshu has 5 explosive articles with more than 1,000 likes, and has attracted Chongqing official media to take the initiative to report, and the likes and comments of the collection exceed 1W+.
The customer stickiness of the "light lane" on the outer street is further strengthened with the blessing of this high-frequency outdoor landscaping.
In the joint activities with the brand, Chongqing Halo has shown extraordinary operational strength. It not only deeply intersects with the brand in the form of activities, but also extends its tentacles to the product structure to help the brand improve sales performance.
As mentioned above, the SALOMON brand ranked first in the southwest region immediately after its opening, and it was precisely because of Chongqing Halo's in-depth involvement in the content and publicity of brand activities that it helped optimize the brand's opening and sales methods and in-store product configuration.
In the opening stage of the new brand Nerbao, the team began to prepare for matrix publicity, live broadcast and other actions 2 months in advance, accumulating customers in advance, so that the brand achieved the first sales in the southwest region when it opened.
In addition, from March to April this year, Chongqing Halo co-took "Jasmine Milk White", and the co-branded Meichen "Cherry Blossom Dreamland" appeared on the TOP2 of the Douyin city's hot list on the day it went out, with a single Douyin video with more than 2.86 million views and 60,000 likes.
LACOSTE, which also attaches great importance to sustainable development, and SND, a well-known domestic boutique, have also launched an in-depth collaboration with Halo this year.
Based on the large-scale promotion model of helping key tenants in the whole chain, it is becoming a "new force" of Chongqing's halo.
There is one thing to say, the popularity of Muguang Forest has not decreased, the brand portfolio has been continuously expanded and upgraded, and the marketing activities have frequently gone out of the circle, and the current Chongqing halo has been quite stable in terms of fundamentals, which can be said to be the "halo" that will be launched next, laying the "status of the rivers and lakes" of this product line.
Improve service granularity in the subtleties
The "leader" Chongqing has a very stable temperament
If you're looking for a lively, trendy and relaxed neighborhood, don't miss the "Light Lane" of Chongqing's halo.
This neighborhood of restaurants, bars, coffee shops, bubble tea shops and bakeries exudes a natural neighborhood feel in a lush atmosphere where consumers can enjoy the sun, food, photos or just a daze.
Next to the Muzi Mushui Bakery in Guangli, there is a free coffee grounds collection area, which is also the embodiment of Chongqing Halo's environmental protection and sustainable concept, and the coffee grounds of the coffee merchants in the venue are collected for consumers to take for free.
TA tells consumers that they can put coffee grounds in the bathroom to absorb moisture and deodorize, make fertilizer for flowers and plants, mix with conditioner to nourish hair, or apply to the eyes after heating to reduce swelling.
Although at the end of last year, the north-south connection of Line 5 was realized, which can almost be linked to consumers throughout the city for the halo. But my cousin in Chongqing said that the halo is still a place she is willing to drive to with her family-
Not only is parking smooth, but the garage also has a customer service car that is available around the clock to help customers find an elevator or find a car.
The granularity of Chongqing Halo's services is far more than that.
- In terms of maternal and infant services, in addition to the regular maternal and infant rooms, more in-depth services such as stroller rental, anti-lost bracelets, and baby diapers are also provided.
- At the same time, the care for women is very detailed. In addition to hygiene products and sewing kits for emergencies, there are also more elaborate care products such as heel stickers, baby warmers, and hand creams.
- In addition, if you take your pet to the halo, you can also rent a pet stroller, pick up a poop bag, and there is a special pet water dispenser outdoors.
"Family-friendly", "female-friendly", "pet-friendly...... Chongqing Halo, which is getting better and better, uses the granularity of services to create the appearance of a mature business.
"With such a large investment in doing ordinary people's business, the 'ambition' of the halo is definitely not small." This was my inner thought when I first walked into the aura.
In the past three years, with the continuous implementation and effectiveness of Chongqing Halo's commercial operation thinking, the path of Hongkong Land's halo product line has become very clear.
As the leader of the halo system, the new project will also refine the shaping dimension of Chongqing's halo in order to better continue the halo gene.
Happy Chongqing citizens can also usher in two halo products in the short term——
One is the Halo Garden City located in Chongqing's Central Park.
The project is jointly built with China Merchants Shekou again after Changjiahui, and is located in the core east area of Central Park, with a volume of 150,000 square meters, and will bring an upgraded version of the Halo Muguang Forest - a super scene with a height of about 20 meters across 4 floors.
It is reported that there is a huge world tree, which will carry multiple functions such as multiple symbiosis, life exploration, and scientific and technological interaction.
At the same time, the interior also has a three-storey waterfall landscape, a geometric beauty of the composite sports space Fighting Lab, a high-quality shared space "Habitat", and an open atmosphere dining block, an upgraded version of the Guangli "Youli Block" and other rich theme spaces, realizing the unbounded integration of man and nature, business and life.
*Renderings of Halo Garden City
One is Qiyuan Guangli, which is located in the Guanyinqiao business district in Jiangbei.
This will be another upgrade of the halo block product "Guangli", which will output a unique "Guangli" concept on the basis of halo's "gravitational aggregation, inspiration, diversified integration, and natural ecology" to create a youth culture and high-quality social district.
In the future, Qiyuan Guangli will become a new gathering place for fashionable hipsters and literary and artistic youth, a gathering place for high-quality casual catering and a consumption field in the field of humanities and arts, leading the new trend of quality consumption in Guanyinqiao business district.
*Renderings of Halo Garden City
The 100,000-square-meter "park-like interactive experience commercial complex" Chengdu Halo Shopping Park will also be officially presented on June 22 this year with three super scenes: "Mountain", "Cloud" and "Light".
*Renderings of Chengdu Halo Shopping Park
We have recorded many major events and projects of Hongkong Land in the Mainland, and the impression left by "Halo" is the most special -
As Hongkong Land's new retail development in the mainland market, it took only three years for "Halo" to go from a single hit to a full-fledged product line, which is a very typical research sample.
On June 8, 2023, at the Hongkong Land brand launch event held on the West Bund of Shanghai, the "Double Ring Strategy" announced for the first time is still ringing in the ears. And in the coming June, "Halo" will become the focus of attention of the whole industry.
Let's lay the groundwork for a moment and see the "halo" shine brightly.