The weather in Hangzhou has entered autumn, but in the newly opened Longhu Hangzhou Dingqiao Tianjie, driving the residents of the entire plate, as if wandering in the spring, bringing unprecedented commercial pomp to Dingqiao:
Three days after its opening, the total passenger flow of Dingqiao Tianjie in Longhu exceeded 600,000 people, the total sales volume exceeded 46.98 million yuan, the number of Longzhu users reached 389,000, and the total media exposure reached 180 million times...
For the people of Dingqiao, the arrival of Tianjie not only fills the gap of large-scale complexes, but also further enhances the value of the plate.
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Dingqiao, one of the fastest growing sectors in Hangzhou in the past decade, now has a permanent population of more than 170,000 people. There has not been a decent large complex in this decade, and the residents in the plate are really bitter "commercial complexes" for a long time.
With the eager expectations of the people of Dingqiao, Longhu Hangzhou Dingqiao Sky Street has finally arrived!
On October 15th, the first day of the opening of Dingqiao Tianjie in Hangzhou, Longhu, was a weekday on Friday, but the popularity of the day made people have to wonder that the people of Dingqiao were the richest people! Because there are so many people who can not go to work on weekdays, they can go shopping and eating freely and freely, and the flow of people in the next two days can be said to be a higher level.
On the opening day, when the outfield event began, the small square next to it was already filled with crowds; after opening the door of the mall, you can see the flow of people rushing forward, rubbing shoulders... Behind this flow is the urgent need for commercial complexes, but also the yearning for the Tianjie commercial circle.
Entering the interior of the mall, in addition to the explosive music festival activities, The super 700㎡ smile theme exhibition of Dingqiao Tianjie and SMILEWORLD is paved with curtains, the yellow smiling face is full of warmth and vitality, this theme exhibition will last from the opening day to December 14, and the people of Hangzhou can go to punch cards during this time.
Longhu's sincerity is far more than just giving you the carnival in front of you, but also the real offers and follow-up operation expectations. The Shangcheng District Asian Games Viewing Space - Dingqiao Tianjie Station opened at the same time on the opening day, which also verified the core position of Dingqiao Tianjie in the plate.
As you walk, you will find that there are many people in each store on each floor, and the large opening promotions and preferential activities attract you to walk in. You might even wonder, how come there are so many people in every family?
The answer is self-evident, the investment rate and opening rate of Dingqiao Tianjie are 100%. This is not only the brand's recognition of Dingqiao's purchasing power, but also the recognition of Tianjie's own appeal.
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Longhu Tianjie's brand appeal and opening activities are the key factors in popularity, but on closer examination, there are still many places to be remarkable.
Now the high-level evaluation of a person is interesting. A person is interesting, there will inevitably be a lot of friends, a shopping mall is interesting, there will be a lot of passenger flow, Dingqiao Tianjie in the shopping mall circle is such an "interesting persona". This also deeply fits the "fun" theme of the opening of Dingqiao Tianjie.
The opening theme is defined as "one day to be fun", which brings consumers a novel and fun experience through innovative, diversified and fun social activities, echoing the annual theme of "Fun to Swing". Focusing on the positioning of "Fun Life Gathering Place", the four theme experiential consumption concepts of "Children's Fun", "Joyful Gathering", "Leisurely" and "Tasteful" are extended, and the floor settings, the decoration of the interior of Tianjie Street and the surrounding natural resources Peach Blossom Lake Park are set up, etc., and the entire Tianjie interior is set up as five characteristic commercial blocks: the "Flower Blossom Yueting" on the 1st floor, the "Qingfeng Gallery Moon" ribbon atrium on the 1st-4th floor, the "Bell Laughing Valley" on the 3rd floor, the "Tianshang Street Market" on the 5th-6th floor, and the "Taoli Market" on the negative floor, each floor is full of fun.
The "Taoli Market" with many negative layers of food must be associated with "taste", and tasting four-way cuisine is a good place for you to satisfy your taste buds and store energy in autumn and winter.
The 3rd floor of "Bell Laughing Valley" creates a unique commercial space that can be listened to through the prop device that senses the sound, bringing more vivid and interactive parent-child experiences to the family, and fully demonstrating the experiential scene of "childlike fun".
The "Blossom Pavilion" in the main atrium on the first floor and the "Qingfeng Corridor Moon" in the ribbon atrium area on the first to fourth floors correspond to the "leisurely", and there must be "gathering" behind it, which is integrated with the surrounding landscape resources at the time of construction.
The five-storey transparent glass boardwalk "Sky Realm", nearly 25 meters long and nearly 3 meters wide, tests the urban area, "soaring" above the people, overlooking the hot bustling street market, and better connecting the pain points of high-level crowd interaction.
The whole Tianjie, with a diversified and differentiated brand combination, attracts different types of customers, more than 270 high-quality brands, to meet the whole imagination of "fun" life. At the same time, on the opening day, there are not only the activities of the brand store, but also the activities of giving away the full amount of Longhu Longzhu and receiving gifts for free by Longhu users.
In addition to the theme of the opening year, its format layout is also a kind of inheritance of the previous Tianjie business layout, which mixes the commercial layout of different formats together, so that each floor has a place to visit and stop. After all, the current shopping mall not only has to meet everyone's needs for shopping and eating, but also undertakes functions such as social gatherings, creative life, entertainment and leisure, and improving parent-child relationships. Among the 270+ brands in Dingqiao Tianjie, 70+ are catering brands, such as Su Xiaoliu, Butterfly Li, Red Sports Car, Frost Cow, Xie Crab Nong, Asakusa Jun, Tai'er, etc.; 30+ parent-child brands, Trojan Kingdom, Toys R Us, Kid King, Funing Education, etc.; the first brand stationed is not less than 40%, providing more possibilities for everyone's life.
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Dingqiao Tianjie, which is so popular, is just a microcosm of Longhu's commercial layout. Up to now, Longhu has landed 13 tianjie in Zhejiang (9 in Hangzhou, 3 in Ningbo and 1 in Shaoxing). Excellent model is a necessary guarantee for rapid growth, deconstructing the business model of Longhu Tianjie can find out why it can become the driving force for the development of a region and even a city.
As a practitioner of the TOD model, Longhu has been thinking about the integrated planning and development of transportation and space from the perspective of peers in urban development from the perspective of site selection. Taking Hangzhou's 9 sky streets as an example, almost all of them occupy important rail transit nodes in the city, and have a considerable number of geographical and radiating passenger groups. As far as Dingqiao Tianjie is concerned, the Taohuahu Park Station of Metro Line 3 on the side is expected to be opened to traffic at the end of the year, connecting a number of large residential areas such as Xingqiao, Dingqiao, Huafeng, Daguan, etc., and the resulting flow of people cannot be underestimated. Through efficient traffic connection, diversified business combination and rich architectural space, Longhu Tianjie realizes the perfect link between consumers and commercial spaces.
Secondly, Longhu has improved the overall operational efficiency on a certain basis by creating a commercial integration platform and the linkage mode of various regions and projects. The annual theme positioning of Dingqiao Tianjie, the four major theme experiential consumption concepts, and the activity settings of Longzhu Energy Station all reflect the commercial integration ability of Tianjie.
Finally, taking the initiative to seek change and innovation, and constantly improving the requirements for themselves is the magic weapon of Longhu Tianjie. In the market environment, consumption trends are changing rapidly, Longhu Tianjie is still more actively exploring space and time innovation operation, by creating a unique large space IP, so that consumers can freely switch indoors, outdoors, day and night in the grander consumption scene, full flow, for business to stimulate more possibilities.
For example, in terms of creating a rich and diverse experience scene, Dingqiao Tianjie and SMILEWORLD jointly created a smile theme exhibition, parent-child experience field "Bell Laughing Valley", Hangzhou Xixi Tianjie to create a cultural special exhibition landed in the Forbidden City Publishing and Reading the Forbidden City "Hidden Shadows of the Forbidden City" - the palace impression exhibition in the diorama, Hangzhou Jinsha Tianjie introduced internet celebrity IP to create ANGEL BOY Orange Heart Hangzhou first exhibition. In addition, Longhu Tianjie uses fancy play such as public space and grafting brand stores in physical space, combined with hot spots to introduce world champions, self-operated dragon people, traffic celebrities, etc., to create content iteration and derivation between online and offline live broadcasts, presenting the interactive combination of online and offline, virtual world and real scenes, and providing more commercial experience.
This October, in addition to the opening carnival of Dingqiao Tianjie, there is also the 5th Longmin Festival in Longhu, Zhejiang In 2021, which allows the joy of Tianjie to ferment, extend and sublimate, and bring good luck to the majority of Longmin.
The Longhu Longmin Festival, which lasts until October 31, brings four major activities for the majority of Longmin, namely "Longmin Chinese Restaurant", "Longzhu Hi Turning the Sky", "Tianjie Carnival Day", and "Staying in Longhu Yixiang", giving the Longmin exclusive benefits of eating, drinking and Tesco. Among them, [Longmin Chinese Restaurant] will launch a home-cooked cooking PK, Longzhu user level reached V2 can participate, have the opportunity to win iPhone13, sweeping robots and other luxury gifts.