The lights are starting to come on,
The summer night after the rain feels a little cooler.
Although nightfall has not yet completely fallen,
the "Pumpkin Music Camping Street" in Jing'an Darong City
is already crowded.
The aroma of Li's spicy old hot pot fills the air. In the Tsingtao Beer pop-up store nearby, the refreshing ice beer adds a bit of comfort and coolness to this summer night... Various late-night delicacies gather together, in groups. Citizens sat together and enjoyed the unique "Jingan at night" together.
This year is the sixth year Jing’an Fusion City has settled in Jing’an. In the fiercely competitive Jing'an business district, Jing'an Darong City breaks the traditional business model and adheres to the "theme park-style operation idea" to operate the entire shopping mall, adding a strong touch to Jing'an's commercial development.
At the same time, the six-fold SP activity launched by the mall during the sixth anniversary celebration (July 12 to July 14) has set off a consumer boom.
Event details are subject to the official release of Jing'an Fusion City
As the main project of Everbright Anshi's core product line in Shanghai, Jing'an Fusion City has continued to focus on consumers' lifestyle needs since its opening in June 2018. Scenario creation, innovative activities, brand co-building, refined operations and other methods reshape the consumer experience of with richness, richness and warmth. At the same time, we will continue to optimize and adjust the brand portfolio, optimize the product structure, and achieve a new structure of 3:3:3:1 in the four major business formats of "retail, catering, supporting facilities, and sports". And successfully introduced optimized project formats such as CBA-level basketball court, rooftop football field, indoor ski resort , etc.
Since 2021, Jing'an Darong City has successively built three ip characteristic outdoor streets: "Pumpkin Music Camping Street", "Pumpkin Seed Children's Theme Street" and "Carnivorous Pumpkin Street". The opening and continuous renewal of the three major blocks continue to deepen the social and leisure attributes of the project.
Now we come to Carnivorous Pumpkin Street , which will open in 2021. The lively and cute IP image is combined with store signboards of different shapes, large areas of pumpkin-themed atmosphere decoration and warm lights, adding a youthful atmosphere to the street. energy. The
block gathers popular specialty catering brands such as Princess Barbeque, Jinyan Canteen, Jinle Niushi, Yuku, Haidilao, Gao Laojiu, and Qixintian . Among them, some catering brands have chosen to extend their operations on weekends to create nightlife destinations and create new ways of nightlife.
focuses on parent-child families aged 3-12 years old. The Pumpkin Seed children's themed street , which will be opened in 2022, is the first indoor parent-child themed block in Shanghai built around the project's own IP. In the block, a large play space of nearly 4,000 square meters gathers diversified children's entertainment experience brands such as sweetie kids, card game center, Lexiang roller skating, etc., providing one-stop entertainment, sports experience, dining and social interaction for parents and children. Diverse needs.
The Pumpkin Music Camping Street opened in the same year. After two rounds of upgrades, it now houses Li Hot Hotpot, Heisei House, Long-Ago Mutton Skewers, Chaochao·Adzuki Bean Buns Shanghai First Store, etc. Popular internet celebrity catering brands, as well as popular coffee and tea brands such as Starbucks, manner coffee, peet's coffee, Luckin Coffee, Lele Tea, Heytea, and Bawang Tea Ji. Every weekend, various markets, barbecue parties, outdoor movies, sunset concerts and other activities are also held here, attracting citizens and friends to start a weekend micro-vacation "at their doorstep".
Jing'an Fusion City has always been creating a good and stable business environment for merchants and continuously improving its brand effect.
In 2023, the mall will renovate more than 120 brands, focusing on the organic combination of Internet celebrity catering, sports entertainment, children's parent-child and other business formats, and the adjusted area will account for more than one-third.It also continues to develop its first store strategy and introduces more than 50 first stores with strong appeal.
In terms of high-energy first stores, the mall has introduced 15 Shanghai first stores including Hongxing Erke Xingchuang Store, Chaochao Xiaodou Bao, Fat Northeast , Pinecone Children's Park, Rose Alyssa, Turn Pro, New Bailu, and Yimo There are more than 30 Jing'an first stores including Duo , as well as Weishehui weshihy and Daxi first stores nationwide, building a city-level first store matrix to create a high-quality lifestyle scene.
This year, Jing’an Darong City continues to optimize the space inside the venue, opening up the original Taobao area on 1f, adding escalators, increasing vertical movement lines of the project, improving customers’ consumption experience, and also introducing Gap, Skechers, Nike, Jai Alai, etc. Young sports brand, strengthen the sports brand camp. Currently, preparations are underway to introduce and construct tennis courts to help upgrade the project.
In the future
Jing'an Darong City will always adhere to refined management and operation as the core, tap project potential, enhance project value, present unique commercial spaces according to local conditions, and is committed to bringing novel fashion to consumers of different ages. , young and trendy shopping experience.
Source: Shanghai Jing’an
