is led by Guangdong UnionPay and 13 banks are participating in the over 100 million investment project in Guangzhou. On the evening of July 2, the financial empowerment "young city yeah city" summer consumer products were officially released. 14 institutions distributed a total of more than 100 million yuan in consumer rights, covering the city's catering, travel, cultural tourism, shopping and other application scenarios.
As early as 2020, Guangzhou created the "young city yeah city" IP to create a night-time consumption city brand. Now, after 5 years of development, how effective is the brand building?
The "uXiang Alliance·Financial Empowerment Young City Yeah City Summer Consumer Brand Salon" sponsored by the Guangzhou Municipal Commerce Bureau was held on July 2 at Guangzhou Tianhuan Parc Central Sky Garden.
Night Economy ≠ Simple low-level external display
The person in charge of the Guangzhou Municipal Commerce Bureau said that Guangzhou continues to cultivate the "young city yeah city" IP, with the goal of creating a nighttime consumption city brand with youthful, high-quality and personalized characteristics. Rejuvenation refers to targeting young consumer groups, and consumption scenarios and consumption methods reflect youth and vitality; quality means the pursuit of quality. The night economy is not simply a low-level display, but encourages commercial complexes and commercial brands to launch high-quality consumption Product; personalization means to meet the needs of young consumers, highlight personality, and highlight traffic attraction.
In 2019, the Guangzhou Municipal Development and Reform Commission officially issued the "Implementation Plan for Promoting the Development of Night-time Economy in Guangzhou", proposing to accelerate the construction of an international consumer city and cultural center and promote the orderly and healthy development of Guangzhou's night-time economy. In the future, the night-time economic cluster area will reach 30 pcs.
At the beginning of 2020, the brand "young city yeah city" was created, which is homophonic to Yangcheng Night Market.
In June 2023, the Guangzhou Municipal Commerce Bureau took the lead in formulating the "Guangzhou Key Commercial Functional Area Development Plan" and proposed to create a "1+4+x" nighttime economic space layout system.
In August 2023, "Guangzhou City's Several Measures to Cultivate the Yangcheng Night Market Pioneer District to Support the Construction of an International Consumption Center City" was released, proposing 18 specific measures to promote nighttime consumption in Guangzhou, polishing the "Yangcheng Night Market (young city yeah city)" city Night consumption brand, and proposes to create a four-level Yangcheng Night Market characteristic carrier. In terms of cultivating metropolitan-level Yangcheng night market pilot zones, about 30 metropolitan-level Yangcheng night market pilot zones will be cultivated and identified across the city. The first batch of 15 metropolitan-level Yangcheng night market pilot zones was announced in March this year.
In the past five years, Guangzhou has promoted the establishment of the country's first nighttime consumption alliance through the linkage of the market and the government. It has held five consecutive nighttime consumption festivals, and has also made the "young city yeah city" an international consumption center city in Guangzhou, activating the market and Another distinctive city brand that promotes consumption.
Nighttime consumption activates regional economic growth
According to the "2024 Guangzhou Nighttime Economy Development Report", judging from the number and proportion of night economy brands, the night economy brands in the metropolitan-level Yangcheng Night Market Pioneer District account for more than 10%. These metropolitan-level Yangcheng Night Market pioneer areas, distributed in 11 districts across Guangzhou, have become the protagonists of the night consumption season.
Statistics from the Guangzhou Municipal Bureau of Commerce show that since the launch of the 2024 "Young City Yeah City" nighttime consumption season in April, the city's 15 Yangcheng Night Market pilot areas have held more than 300 "Young City Yeah City" themed activities.
According to Wei Gang, general manager of China UnionPay Guangdong Branch, the first financial service point of "Young City Yeah City" has been settled in Wanlinghui in the Tianhe Road business district. Next, there will be 15 metropolitan-level pilot areas including Blessing Colorful World. Financial service points are also being launched in key business districts.
While making the city more lively, a series of "Young City Yeah City Night" activities also activated the growth of the regional economy. According to Wei Gang, Guangdong UnionPay, under the theme of "Young City Yeah City", all financial institutions have cooperated with merchants to carry out rights promotion activities at the same time and in all scenarios. "UnionPay has launched UnionPay u Hui Guangdong's Shopping Bar' area around business district scenarios. Currently, we have introduced more than 13 million yuan of consumption promotion resources to the cooperative business districts, and the brand exposure has reached more than 50 million people, driving member transaction amounts to exceed 90 million yuan."
As of now, the number of users of the "u Hui Guangdong" area has exceeded 5 million. In high-frequency consumption scenarios such as restaurants, business districts, supermarkets, and car owners, nearly 70,000 offline merchant stores have settled in "u Hui Guangdong", introducing various parties Resources exceed 300 million yuan, driving consumption of more than 1.5 billion yuan.
Various activities have also attracted passengers from Hong Kong and Macao and overseas people to spend money in Guangzhou. Special scenes promote the integration of the Greater Bay Area. Ticket sales at key passenger terminals such as Guangzhou Pazhou Port, Nansha Port, and Dongguan Humen Lion Port have realized the diversified payment services of card code pay. "In uhui Guangdong, we have launched 'Splendid Guangdong, Hong Kong and Macau'. The special area brings together many consumer benefits in Guangdong, Hong Kong and Macao. More than 3,000 merchant stores in Guangzhou have participated in exclusive promotions for UnionPay overseas cards. The number of discounts exceeds 15,000, boosting the consumption multiplier by 23.3 times. "
With investment exceeding 100 million, Guangzhou's summer season is in full swing
html On the evening of April 22, the 2024 Guangzhou Nighttime Consumption Season was officially launched. "After the launch ceremony, the association has stepped up to promote the linkage between the 15 Yangcheng night markets and understand each other. To meet the promotional needs of commercial complexes, organize high-quality social resources to connect with them. "Zhong Zhaohui, President of the Guangzhou Nighttime Economic Development Federation, said that compared with previous nighttime consumption seasons, one of the characteristics of this year is that related theme activities are more precise and effective.Such as the over 100 million yuan discount distributed this time, it involves" "Food, housing, transportation, travel and shopping" in many aspects.
young city yeah City "food" in Guangzhou, UnionPay will join forces with well-known catering brands in "U Hui Guangdong" to launch exclusive packages and full discounts suitable for the summer graduation season At the same time, it has joined forces with the Industrial and Commercial Bank of China, the Agricultural Bank of China, the Bank of Communications and the Bank of Guangzhou to cooperate with Guangzhou’s time-honored brands and trendy drink brands to launch discounts of up to 50% off for dining and drinking.
young city yeah In terms of city “shopping” in Guangzhou, UnionPay will work with well-known business districts. Create theme marketing such as animation festivals, and collaborate with Bank of China, Postal Savings Bank, Industrial Bank, and Hua Xia Bank to launch preferential activities covering the entire shopping line of the business district.
Young City yeah City's "tour" in the Bay Area will be in the Greater Bay Area. During the peak period of frequent exchanges between residents in the district, we launched a 50% discount on UnionPay bus and subway quick passes and weekly ticket packages, and jointly launched a summer travel discount on the ota platform with China Construction Bank, China Guangfa, Minsheng, Pudong Development and Guangzhou Rural Commerce. Market resources will continue to enrich the 'young city yeah city' business district empowerment matrix, introduce high-quality business resources, innovative consumer content and consumption scenarios, as well as more efficient operating tools, and accelerate the construction of an ecosystem in which various market elements can participate and benefit. Circle is the core mission of 'young city yeah city' night consumption IP. "Zhong Zhaohui said that the many activities held since the launch of the Guangzhou Nighttime Consumption Season in April have effectively improved the customer acquisition and traffic conversion capabilities of the Yangcheng Night Market Pilot Area.
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Multiple "first exhibitions" have been launched in Guangzhou High-profile summer activities
The creation of "city brands" extends to the consumer field, which will help attract more major events to Guangzhou. Nandu reporters found that this summer's related activities in many shopping malls have put up "first exhibition" signs. Recently, the first domestic exhibition "Echoes of the Maritime Silk Road·Stories of Stone", the key exhibition of the China·Quanzhou Pavilion of London Craft Week, opened in Taikoo Hui, Guangzhou. It was organized by intangible cultural heritage inheritors, artists, designers and local culture from Quanzhou, Xiamen and Guangzhou. Jointly created by art institutions. The exhibition design is inspired by the "Seaway Needle Sutra" to construct a U-shaped open space in the shape of a "deck" to guide visitors into the port, sail to the ocean, turn around, and avoid reefs. Among them, the special exhibition on ports and oceans passes through. The image restores the precise shipmaking skills of ancient China. In the theme exhibition "The World of Stone", visitors can understand the meaning of oriental stone spectrum through architecture, and explore the relationship between stone as a material and urban life, history, beliefs and architecture along the Maritime Silk Road.
During this summer vacation, Tianhuan created the largest domestic Minions commercial theme exhibition of over 1,500 square meters, with six exhibition areas based on 1:1 movie scenes, and a nearly 250m cross-level runway connecting indoor and outdoor spaces to provide citizens and Tourists brought the first exhibition of "Despicable Me 4" "Summer Tour" in South China.There is the tallest Minion in the country at 8 meters, the only Pop Mart Minion-themed camera in South China and the country’s first 100-meter Minion passage.
At the Link Exhibition Plaza in Liwan, Guangzhou, miniso’s first exhibition brought Disney Pixar’s classic IP characters—Strawberry Bear, Ham Pig, and Three Sheep—to their debut.
According to reports, this year, shopping malls have increased the depth and frequency of IP activities in cooperation with merchants, and the results have been remarkable. For example, the "Meow Fun" theme was held for the first time nationwide during the Spring Festival in 2024. Data showed that the event attracted more than 6,000 people, driving a 13.3% year-on-year increase in passenger flow during the Spring Festival. In March, commemorative events for the 20th anniversary of Café de Coral and Transformers were also held here. On Children’s Day, the Armored Warriors and Balala Little Fairies in Liwan Link Exhibition Plaza and Toptoy attracted a large number of family customers to gather here. .
Interview and writing: Nandu reporter Yi Xiaoxia intern Zhao Ruiqi
Correspondent: Guangzhou Business Promotion
