CityOn Xidigang (Zhengzhou) Shopping Center is a modern shopping center jointly built by Taboman Shopping Center Co., Ltd., a leader in the shopping center industry in the United States, and Wangfujing Group Co., Ltd., one of the largest chain department stores in China. It tends to "stand in the position of the consumer" to choose brands, aesthetics, exhibitions and social welfare activities. In the past four years of operation, it has become a part of Zhengzhou's young, fashionable and international dimension. In October 2020, Xidi Port set a record for the highest monthly sales since its opening, and its performance in many aspects such as more mature commercial operations, cultural trend activities, and increasing sales made Xidi Port stand at the forefront of the tide, lead consumption upgrading, and gain the dual recognition of consumer life and spirit.
[1] The fourth anniversary of the renewal, constantly exploring the needs of consumers
March 16, 2021, is the fourth anniversary of Xidi Port. This time, Xidi Port is still ingenious: the introduction of elements is trendy enough, and the culture is popular enough. The first exhibition of the theme IP of the world-famous meme superstar emoji® "Wonderland of Unthinkable E" will be the main highlight of the fourth anniversary celebration, which will be open for a limited time from March 16. Introduce the memes that are indispensable in young people's social life into shopping malls and create a multi-dimensional "emotional space". In the name of "Unthinkable E", we will renew and display a new brand image, and create a warm and dynamic urban complex in the era of change, meet the changing needs of consumers, and become an important link connecting the city and consumers.
(Unthinkable e Fantasy Paradise - emoji® Zhongyuan First Exhibition)
In terms of brand renewal, Xidi Port completed the introduction of 61 new brands on the occasion of the fourth anniversary, including the first GAP full-category store in Zhengzhou City, Sam Edelman Zhengzhou first store, SPRAYGROUND Henan first store, Henan first Puma Landmark image store, Henan first Jack & Jones Ultra extreme fashion store, as well as Longines, CK Jeans, BoyLondon, Dr. Martens, STACCATO, Wanko, NewEra, PEACEBIRD women's wear and other brands loved by family customers and fashion crowds have arrived intensively. With the addition of GAP's first all-category store in Zhengzhou City, coupled with the original ZARA, UNIQLO, H&M, AND UR, Xidi Port has become the first shopping mall with the most complete fast fashion brand in Zhengzhou. Liu Xiangdong believes that "the operation of shopping malls should put consumers first, give consumers what they need and be more suitable for the market." ”
Liu Xiangdong, General Manager of CityOn Xidi Port (Zhengzhou) Shopping Center
It is understood that in this round of brand adjustment, Xidi Port has also specially introduced children's retail and family experience brands such as Lego authorized stores, Adidas Kids, jnby by JNBY, baby kitchen, etc. to meet the needs of children and families; at the same time, zhengzhou's first new image DJI authorized experience store, Tesla brand experience store, Huawei 5G experience store, and the adjustment and renewal of brands such as Belittle, OGAW, Wan Qian Tang, and Wuzhouhui Global Purchase have made people increasingly feel technology. The beauty of new products.
(GAP's first all-category store in Zhengzhou)
[2] Bringing together a strong brand lineup, a number of main stores lead the Central Plains
After four years of development, Xidi Port has gathered 339 stores, including fast fashion brands, well-known domestic designer brands and lifestyle brands, forming a huge brand lineup; in terms of experience, through trend + cultural experience, it has formed a appeal to the passenger flow in Zhengdong New District.
In 2020, Sephora ranked first in Zhengzhou in sales throughout the year and entered the ranks of the Daily Sales Million Club in 2021, The North Face's sales in 2020 increased by 20% year-on-year, peacebird women's wear won the brand's only best new store award in the country, while multiple brands have achieved excellent results.
"This shows that more and more consumers are more identified with XidiGang and these fashion brands." Liu Xiangdong said that based on the fashion and international positioning, Xidi Port meets consumer demands by introducing more international fashion brands, and continues to upgrade shopping mall brands to meet consumers' pursuit of quality.
Liu Xiangdong expects Xidi Port to bring consumers a "fashionable and elegant" lifestyle: combining the fashion brought by the brand with the elegance brought by the shopping center's emphasis on experience operation, so that Xidi Port has a unique place in many shopping malls.
For example, he said, Xidi Port adopts the Towerman pillarless architectural design style, with more open vision and well-designed consumption lines, all of which fully guarantee the shopping experience of consumers. Xidi Port has set up a number of atriums, corridors and rest areas in the shopping center, and the internal space is not stingy with large "blank spaces" to give consumers the best shopping environment. Liu Xiangdong explained, "CityOn Xidigang (Zhengzhou) Shopping Center is first and foremost a regional shopping mall based in Zhengzhou, but it also needs to have the quality, service and standards of an international shopping mall. ”
[3] The tide exhibition has been amazing several times, integrating into the community and boosting the development of the city
From service to activity, CityOn Xidigang (Zhengzhou) Shopping Center always insists on bringing consumers a more refreshing experience. Especially in the past two years, the continuous and wonderful activities of Xidi Port are known for their stunning Zhongyuan business.
In 2019, the first exhibition of Da Nang Shan Dragon Dinosaur Fossil Shopping Center introduced by Xidi Port moved four precious dinosaur fossils from the Henan Provincial Museum of Natural History. These include fossils of the shijiagou da nangosaur, which is about 120 million years old, and the fossils of Luanchuan robbers, the first chilong dinosaur found in the Central Plains. "The three-month exhibition moves real dinosaur fossils to shopping malls and allows customers to talk to prehistoric civilizations up close, which is also a different experience after shopping." Liu Xiangdong recalled.
In Liu Xiangdong's view, Xidi Port is a part of community life, and the series of public welfare exhibitions combine elements such as science and technology, culture, education, and life with shopping malls, so that citizens and children can be closely influenced, which is the social responsibility of a shopping mall that integrates into community life.
After that, Xidi Port successively planned the first exhibition of IKEA Home Experience Center Zhongyuan, the first disney "rat" that debuted in your Central Plains after combining international IP with the traditional culture of the Central Plains, the introduction of new energy exhibition halls such as BYD, Weilai, Ideal, and Gaohe of trendy technology, the launch of the first Itaewon selfie hall in Zhongyuan in conjunction with the well-known IP in South Korea - Kakao friends, and the launch of the first 5G+XR urban complex in Zhengzhou by China Mobile, all of which caused fluctuations in the Central Plains business.
Over the past four years, Xidi Port has adhered to the pursuit of social responsibility for several years, and has been recognized by residents of surrounding communities and consumers in Zhengzhou. In the face of the sudden outbreak of the new crown epidemic in 2020, Xidi Port actively joined hands with the community to overcome difficulties, unite tenants to protect people's livelihood, help tenants return to work, and provide customers with a safe and reliable shopping environment. Under the care and guidance of all sectors of society, Xidi Port won the "2020 Annual Urban Development Promotion Award of China Shopping Center Industry" with excellent property quality and high sense of responsibility.
[4] The brand has further advanced, and will continue to be renewed and upgraded in 2022
Judging from the four-year passenger flow trend, the younger generation and family customers are more and more fond of visiting Xidi Port, and the project brand and quality have been iterated several times and then accelerated. Liu Xiangdong said: According to the preliminary plan, in 2022, Xidi Port will continue to adjust and optimize the brand lineup to provide more diverse choices for citizens' quality of life, and at the same time, in terms of market activities, it will continue to empower with innovative content, break through with differentiated marketing, and further target customers.
The fourth anniversary celebration is exactly what business tradition calls the off-season, but there are huge opportunities hidden in the off-season. CityOn Xidi Port (Zhengzhou) Shopping Center planned the anniversary carnival month with the theme of "Unthinkable E", introduced the first exhibition of the emoji superstar International IP-emoji Zhongyuan, united major brands, sprinkled millions of consumption coupon subsidies, and hundreds of brands in the venue sent the biggest discounts and surprises of the Xidi Port Zhengzhou store throughout the year. It is worth mentioning that during the "Incredible Beauty Plan" activity during the March 8th Festival, Sephora Xidi Port Store set a gratifying performance of more than one million yuan in sales per store in a single day.
Behind the series of "Unthinkable E" activities is CityOn Xidigang (Zhengzhou) Shopping Center, which explores commercial culture and people's lifestyle and emotional expression, and creates a fashionable, elegant and international shopping center atmosphere from the perspective of customers. "We insist on doing our best and giving everyone the best and most comfortable experience, so that everyone can slow down and enjoy many beautiful consumer experiences after coming to Xidi Port." Mr. Liu Xiangdong, General Manager of CityOn Xidi Port (Zhengzhou) Shopping Center, said, "Xidi Port has always adhered to this original intention. We will continue to deepen our business development and bring consumers a unique international comfortable shopping and entertainment experience through high-quality environment and services. ”