Under the pressure of fierce commercial competition, the "night economy" has become a hot spot for business innovation. Using the time and scene advantages of the "night economy" to "compete" for consumer attention has become one of the ways for major shopping malls to seize the market.
In 2019, Nanchang issued the "Three-Year Action Plan for Further Promoting the Development of the Night Economy (2019-2021)", focusing on boosting the night economy and prospering night consumption. In response to the government's call, China SCE World City introduced the brand of night economy merchants to enhance the urban consumption experience.
Among the many night economy brands, Through dialogue with the principals of the four nightlife brands KAMAKAMA, Jianghutang, MoKING and SPACE, China SCE World City understands the secret of attracting high-quality night economy brands in the No. 1 Block from their perspective, and interprets how to achieve consumption upgrades between merchants and consumers in the No. 1 Block.
1 night economy brand x style
The ultimate pursuit, the national style of the rivers and lakes, the style of the lakeside
Different from the bustling modern city of Beijing, Shanghai, Guangzhou, and Shenzhen, Nanchang, as a "second-tier city", is always slow and rational. But when night falls, Nanchang people also have a stylish life atmosphere. KAMAKAMA is a pan-Mediterranean restaurant and bar chain, they use a critical eye to experience the storefront, bringing a high-quality lifestyle comparable to that of first-tier cities in second-tier cities, and now has stores in Wenzhou, Nanjing, Nanchang and other cities.
To create a sense of social privacy, KAMAKAMA adjusts the brightness of each light, and to ensure that the dishes are authentic, even a salad is airlifted from out of town. It is this attitude of extreme pursuit of perfection that has created the first place in the popular evaluation list of public reviews since KAMAKAMA first opened.
The style of life not only has KAMAKAMA's feelings for "first-tier cities", but also the dedication of Jianghutang to Chinese style. Jianghu Tang, a chain of ancient culture taverns from Chengdu, is a typical Chinese cross-over retro bar. In the JianghuTang, Chinese wine, Chinese drama, Chinese music, all kinds of retro traditional elements have a new vitality, they make the "Chinese style" "alive" in the bar.
(Schematic)
But Jianghutang must not only let the "Chinese style" live, but also "live" for a long time. So the jianghu hall is locked in young people, because there are always people who are young. The "national tide", "jianghu" and "martial arts" itself are easy to resonate with young people, so the jianghu hall deeply integrates them into the blood and soul of young people and becomes a part of the urban style life.
In the stylish lakeside neighborhood, it is most suitable to create a restaurant, bar, and a national style tavern with style. The No. 1 block on the shore of Qingshan Lake, about 50 meters away, arrives at the lakeside, and is connected with the city balcony and Qingshan Lake, the lake scenery and the city night light shine together, and the style block and the style storefront are integrated, bringing comfortable enjoyment to consumers.
This kind of experience is high-standard and high-style, as HUANG Mallow, the manager of KAMAKAMA, said: "Qingshan Lake has always been a very affectionate land in Nanchang, and I believe that the future construction of restaurant bars and style blocks in No. 1 Block will give them a real high-quality life comparable to that of first-tier cities."
2
Night economy brand X tide play
Break with tradition, new gameplay, trendy Peugeot
What is a trend? Trends are about breaking stereotypes and leading new trends. As the creator of the international five-star party, MoKING has broken the traditional business idea that business talks can only be in five-star hotels or private clubs, bringing unprecedented new ways of playing for high-end business banquets in Nanchang.
Whether it is the creation of the livehouse hall, or the customized theme boxes such as golf, suspension, and yachting, it has opened up new ideas for business consumption. Here, there are even brand launches, e-sports competitions, small concerts, etc., it can be said that high-end players can think of it, which can be found in MoKING.
If MOKING breaks the format of business talks, SPACE subverts HIGHbar's new gameplay. As the world's first 100 largest nightclub chain in Nanchang, SPACE has become the first stop of electronic music culture experience in major cities since its birth in 2015, and has assumed the responsibility of Nanchang's "night culture economy" landmark. SPACE explores trendy gameplay from the aspects of space design, stage aesthetics, VJ vision, etc., and also has a top music production team, which regularly invites the world's top 100 DJs to stay, so that every party is an artistic feast with the ultimate combination of sound and light.
Today, SPACE is at the forefront of the industry, synonymous with trend, novelty, fashion and internationalization. Walking into the store, in the art party created by the "Million Lighting Engineer", the youthful strength and fashion dynamic will unconsciously bring you into the trend atmosphere.
Whether it is SPACE or MoKING, it is a tide play brand that leads the industry, which is the same as the value position of China SCE World City to fill the commercial gap and lead the commercial development of the west bank of Qingshan Lake. The responsibilities and responsibilities of both will also be an important force for the commercial prosperity of the city.
3
Night economy brand x circle layer
Elite customer base, high-quality consumption, urban IP
The block unites the brand and the circle consumer group, directly converts the target circle group into the customer traffic of the block, and becomes a landmark IP linking the emotional attitude and lifestyle of young people.
There are nearly 150,000 middle-class consumers in the surrounding area, mainly middle- and high-income office groups and quality families in Nanchang. These customers are followers of the trend of consumption upgrading, pursuing personalized and exquisite life, which coincides with the target customer group of high-quality nightlife brands.
(Schematic map of the distribution of residential buildings around the project)
Mao Qiuchen, general manager of MoKING Sales, who has a deep understanding of Qingshan Lake, is very optimistic about the prospects of Block One, he mentioned: "Block One is located on the shore of Qingshan Lake on the first line, surrounded by more than 40 high-end communities, nearly 150,000 middle class, and will definitely become the new home of high-end players in Nanchang in the future." Source: Settlers Collection (https://nc.anjuke.com/?pi=PZ-baidu-pc-all-biaoti)
4
Night economy brand x operation
Brand strength, listing management, escort
The choice of shop investment should look at the strength of the developer, and a comprehensive developer who knows how to operate is the vane of shop investment. Therefore, choosing a brand store with strong strength and rich experience in commercial development is more secure for shop buyers.
In the first half of 2021, SCE Group's sales increased by 47.3% to about RMB59.05 billion; revenue increased by 34.7% to RMB20.39 billion; at the same time, SCE further optimized its financial structure, following the "three red lines" indicators after 2020, all indicators remained in the green range, and weighted financing costs improved again. Source: China SCE Group public number https://mp.weixin.qq.com/s/rVt-rEll00qvoNh59qYwVw
In addition, China SCE Commercial Management was on the Hong Kong Stock Exchange (606.HK) in July this year. HK) was listed, becoming the fourth listed commercial management company in China. By making efforts to establish differentiated competitive advantages in the commercial track, China SCE Commercial Management will continue to support the coordinated development of the "commercial + residential property" smart ecosystem through the department store operation and digital operation of shopping malls.
(Real Shot)
As an important product line of China SCE Business, China SCE World City will add 6 new World City projects in 2021, and the sales of 5 China SCE World City that have been opened nationwide will increase by 123% year-on-year, and the passenger flow will increase by 65% year-on-year. Nanchang Zhongjun World City is the 10th world city of Zhongjun, with a 280,000-square-meter TOD city complex, which has renewed the regional commercial pattern and created a world business circle.
*Special Notice
1. The relevant content and pictures in this material are the schematic performance of this project, for reference only, and the final documents and drawings approved by the relevant government departments shall prevail. The introduction of other forms of text, illustrations or pictures of the houses of the Project and related road planning, environment, transportation, commerce, public facilities and educational resources in this material is intended to provide relevant information and does not imply any commitment by the Company. The nature of the school, the conditions of attendance, the enrollment area, the opening of the school and other information shall be subject to the local education department \ school official release. The description of the supporting facilities and equipment of the project community, garden landscape and other information described in the article shall be subject to the review and confirmation of the relevant departments; the length, width and height described in the article are approximate values, the area is the estimated construction area, the area size of different apartment types, the functional layout, the form of doors and windows/pipe wells, the location, etc. are different; the same unit type units may be different due to the differences in buildings, floors, units, etc., and the local structure, detail size, area, etc. may be different; the rights and obligations of the buyers and sellers of the commercial housing of the project are based on the "Contract for the Sale and Purchase of Commercial Housing" signed by both parties. and supplementary agreements and other annexes, as well as relevant written documents shall prevail. The information of this document has been used since October 2021, and the relevant promotional content does not exclude changes due to the relevant government planning, regulations and the seller's phased planning, failure to control, etc., and the seller may modify the promotional materials from time to time If the relevant content is updated, please refer to the latest information. The project is named Jingfeng Community for the record, and the promotion name is China SCE World City Developer: Nanchang Junheng Real Estate Development Co., Ltd. Pre-sale certificate number: (2020) Honghang Trial Housing Pre-sale Certificate No. 0450, (2020) Honghang Trial Housing Pre-sale Certificate No. 0451, (2020) Honghang Trial Housing Pre-sale Certificate No. 0452.
2. City balcony (under planning) Source: Jiangxi Daily
http://epaper.jxwmw.cn/html/2020-04/11/content_5406_2553351.htm
3. Danxia Park (under planning) Source: [GanjianHong Set Zhao Zi [2020] No. 10] Publicity Document Excerpt
http://ncztb.nc.gov.cn/nczbw/ZtbInfo/zbgg_detail.aspx?infoid=8e94b2ea-07ef-45c3-b6fe-3f4268bc20d5&categoryNum=002001002
4. Qili Station of Metro Line 4 (under construction) Source: Jiangxi Morning Post, Jiangxi Daily
https://baijiahao.baidu.com/s?id=1637852361357177512&wfr=spider&for=pc
https://baijiahao.baidu.com/s?id=1645021645069870214&wfr=spider&for=pc
5. Metro Line 3 (opened) Source: Nanchang Metro Network
http://www.ncmtr.com/index.php?s=/Home/News/detail/id/4043.html
6. Nanchang Post Road Primary School Tianji Campus (under construction) Source: Information Daily
https://baijihao.baidu.com/s?id=1645066011979081928&wfr=spider&for=pc
7. The information under construction of the North Branch of East Lake Kindergarten comes from the 2020 East Lake District Government Work Report
8. The size of the viewing surface and the display surface mentioned in the article vary greatly due to the location, orientation, and orientation of the building, and the orientation of the apartment type, etc., and are not used as the developer's guarantee and commitment, and the planning plan approved by the government shall prevail.
9. The brands involved in the promotion renderings are all investment intentions, do not constitute our commitment, and the actual situation of Nanchang Zhongjun World City merchants shall prevail.
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<h1 toutiao-origin="h1" > Source: Jiangxi Morning Post Trainee Editor: Hou Lingjie Editor: Liu Yijian: Liu Liangchang Nuclear Hair: Yang Ming ●●●</h1>