When the national two-dimensional business district "copied" Shanghai, Shanghai's "benchmarks" have begun to roll up themselves.

"All over the country wants to replicate Akihabara", since Shanghai launched a resounding city card of two-dimensional commerce, business districts across the country are looking up to Shanghai. In particular, Bailian ZX Creative Fun Field and Jing'an Joy City "made proofs", and many shopping malls went to Shanghai for investment and operation. They also target Japan manufacturers and domestic head chain brands, and the business district has entered a crazy brand grabbing mode. Even in order to compete for better IP activity resources, they do not hesitate to fight the battle for "free".

However, at present, the two-dimensional business body is still in a state of "catching up with the young trend" and "groping in the outbreak", and the market transition is concentrated on the single consumption of "eating grain" (eating grain: around IP), and the richness of business formats still needs to be improved. At the same time, the potential sense of crisis under the explosion has also prompted the transformation and upgrading of the business district to improve the service experience. In order to "retain young people", merchants have put a lot of thought into it.

The transformation of business logic: from competing for merchants to serving groups

This summer, Jing'an Joy City took out 14 IP flash mob activities in one go, creating the first "Shine! The core of the "Dimensional Festival" is to seize the peak consumption season of summer and target young customers.

Including Nanjing Hongshan Forest Zoo, the 5th anniversary of the canned pig LuLu, the spell return battle, the blue forbidden area BLUE LOCK, the 20th anniversary of Gintama, the national first exhibition of EVA, Paradox Live Travel, Vibrant Youth, Frilian and other long-term IP activities, which are expected to attract more than 5 million people.

In addition to continuing the strategy of "first exhibition" and "first stop", this year emphasizes the creation of differentiation. At present, the IP concentration of the two-dimensional retail market is too high, and the IP of the four "top streams" is surrounded by retail channels such as "Blue Prison, Spell Return, Volleyball Boy" and chiikawa, so Jing'an Joy City will focus on the development of the "second interval": well-known popular IP, fan accumulation, and relatively blank (unsaturated) retail products on the market to make up for the richness.

The flash mob exhibition of Nanjing Hongshan Forest Zoo, which is scheduled for the end of the month, is the first time that Hongshan Forest Zoo has "stepped out" of the zoo with its cultural and creative industries. Coupled with the linkage with the popular emoji IP "I am not a fat tiger", the pop-up exhibition is almost "unprecedented", and the topic of social platforms is more popular than before.

Differentiated activity operation and product boutique strategy have achieved remarkable results. The recently opened spell return flash mob has a turnover of more than one million in just a few days. One of the keys is to adjust the goods, the market vendor + day valley, enthusiasts can buy scarce goods at relatively favorable prices, "touchable, selectable, instant access on the spot" and regular stores to open the difference. "Millet" is divided into national valley and day valley according to the place of origin, and the day valley is often purchased through cross-border channels such as daigou, and there is an exchange rate and intermediate price difference, which is why the day valley is more rare and attractive. (Vendors: On-site limited items)

In addition to the high-density scheduling of flash mob activities, we can see that the iteration of stores is also accelerating in the core area of the two-dimensional commercial district. On the 6th floor of Jing'an Joy City, there are 6 IPSTAR trendy play planets, which are different IP theme stores such as "Heavenly Official Blessing" and "Broken Sound" and Guzi retail stores. "Stores like this are updated and iterated every month to keep things fresh."

The "second Chinese Akihabara" is coming this year

Known as "China's Autumn Leaf Plain", Nanjing Road Bailian ZX Fun Field is planning the next new landmark. Play Generation has learned that the "second house" of Bailian ZX will open this year.

The "New Akihabara" will be located in the Wujiaochang business district, located in the Yomai Life Plaza. The mall is located near Yangpu University Town, adjacent to the headquarters of companies such as Station B and Papergames, and the Wujiaochang business district has always been a shopping center favored by young people. According to public data, 35% of the consumers in the Wujiaochang business district are young people aged 20-25.

Bailian ZX revealed that the new shopping mall is also positioned in the "second dimension", which is similar to the Bailian ZX Creative Fun Field on Nanjing Road, but it will enrich the format composition on the basis of derivatives retail, including a number of catering formats, accounting for about 50%.

On July 9th, the official Weibo of Youmai Life Plaza announced that the shopping mall will be fully upgraded from the next day, and it has decided to bid farewell to the current format and break the wall. In addition to some properties on the 4th and 5th floors, the 1st to 3rd basement floors will be renovated one after another, and the mall is scheduled to complete the renovation and reopen by the end of this year.

In addition, Bailian ZX Creative Fun Field itself is also renewing itself and continuing to evolve. The whole format is more focused on the two-dimensional film roaming category, and the pan-two-dimensional and trendy toy-oriented stores have been removed. At the same time, the brand specialization of the tenants is also higher, and the stores with brand signature and brand image are retained. It is also understood that the mall is also continuing to adjust the store, and private stores and distribution stores are gradually being cleared.

Bailian ZX revealed that the mall expects to introduce "overseas top streams" and "brand first stores". Recently, animates has opened a new comic book bookstore called Comic Store, and in the future, it will also open a "shop-in-shop" for coffee and tea. Another well-known brand, GOODSMILE, is also preparing to open, replacing the original business format of cat café. On the whole, the two-dimensional "eating grain" and "figure collection" shopping consumption attributes are stronger.

ENSEMBLE STARS, the decoration style is closer to "trendy beauty".

In addition, Bailian ZX has also optimized the atmosphere experience of the "offline community". provide fans with projection "on the wall" for their second creations; The "Co-creation Wall" is planned to provide a space for artists and enthusiasts to create and interact. Create a sense of engagement from a small point and play with a younger audience.

The Red Sea and the gap urgently need to be differentiated

Judging from the data in the first half of the year, many shopping malls focusing on two-dimensional attributes are still in a state of rapid growth. Bailian ZX Creative Field has maintained a doubling trend. From January to May this year, the customer flow of shopping malls increased by more than 65% year-on-year, and sales increased by more than 130% year-on-year. The pop-up period of Jing'an Joy City is fully booked, and it must be booked at least 3 months in advance.

Recently, driven by large-scale comic exhibitions such as BW and CJ, a check-in route of Shanghai's "two-dimensional cultural tourism" has been formed, which has once again exploded the flow of young tourists. It's easy to see Cosers in pairs on the streets of Shanghai. Many shopping malls have seen a surge in customer traffic, and even temporarily adopted "flow restrictions" measures.

The two-dimensional consumption atmosphere and purchasing power are significantly enhanced. Despite this, there is still a "sense of anxiety" in the industry.

On the one hand, there is "falling short". A number of blockbuster Japan animated films have been introduced, but the IP effect has been mediocre in the mainland box office market. "Volleyball Boys!", which set an annual box office record in Japan!! The Battle of the Garbage Dump (a 10 billion yen-level "national-level" hit), its mainland box office scale is only 127 million, "less than expected". is also pinned on hopes, Hayao Miyazaki's "farewell film" "What kind of life do you want to live", family carnival "Doraemon" and many other movies have not been able to reproduce the grand occasion of the "Slam Dunk" movie in 2023. The "hope" of a full-scale consumption at the box office is gradually falling flat, although there are still 16 Japan animated films waiting to be released, including "Blue Forbidden Zone: Nagi".

On the one hand, there is "pressure". It is understood that in the first half of this year, the consumer side was still under pressure, and the turnover of many Shanghai business districts was flat or slightly declined during the May Day period. During the same period, Jing'an Joy City's sales volume increased by 67.5% compared to the same period last year (April 30 to May 4), and this high growth was driven by the detonation of Chiikawa flash mob events. But such a popular case is hard to come by.

In the final analysis, it still comes from the potential "bubble" and "homogeneous" competition of the two-dimensional retail format. Millet stores are blooming everywhere, and even brand chains are full of similar national valleys of "large quantities and full of tubes", resulting in insufficient differentiation. ACG shopping malls may be entering another trap of "shopping malls with thousands of stores" and "templates": online and offline price comparison, choose online cheaper; Similar IP products and brands have gradually become less interesting over time.

A retailer pointed out that "the head IP, especially the Japanese comics, the copyright owner is very cautious about the authorization of the gallery, and it is almost difficult for the Guogu developer to get the exclusive gallery." The two-dimensional people see the same picture, and their interest is halved. ”

Animation derivatives developers gave an experience, he believes that Japan copyright owners create Hitani's competitive advantage by "regulating" the degree of licensing, domestic product developers are difficult to obtain exclusive resources, the volume and quality of the gallery are limited, and the "invisible threshold" such as tightening supervision determines the current situation: "It is difficult for the national valley to become differentiated competition, and the Japanese manga cannot surpass the Japanese valley."

Based on this, ACG business entities are entering a state of mutual benchmarking and "competition" with each other. Wuxi, Nanjing, Chengdu and other business districts have planned makeup rooms to provide convenient makeup and dressing services for cosers. As a result, some business districts are considering re-planning the makeup area. In addition, many shopping malls have also divided into "doujin" market areas, holding dance activities, animal costume performances, etc. Behind this, the business logic of the shopping mall is changing, starting from serving the ACG young interest group, returning to the demand itself, optimizing the service and experience details, and constantly approaching the ACG life and social circle.

At present, the story of "the second yuan saves the old business district" is still being staged. The deeper integration of offline business and pan-ACG culture has just begun.

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