Haidian Joy City creates a popular "mountain shopping center", which will lead a new trend of consumption

On December 19, the Haidian Joy City Investment Promotion Conference was held. This is an immersive tea making press conference hidden in the center of the city. While refreshing, people also see the Joy City with different "temperament" and the rising new city level business district in Beijing.

Gather Dingliu brand to lead the construction of a new city level business district

The cold wind blows outside, and the warmth is harmonious inside.

On December 19, the investment promotion conference of Beijing Haidian Joy City was held in Beijing with the theme of "Seeing Mountains and Seas, Starting New". On site, member of the Party Leadership Group and deputy of Haidian District Bureau of Commerce Director Hei Yu, Deputy to Beijing Haidian District Taxation Bureau Director Chen Guilun, Deputy Party Committee of Xibeiwang Town, Haidian District Qin Zhaoqiang, Secretary and Township Head, Chairman of Xibeiwang Associated Press, Party Branch Secretary Wu Maoqiang, etc government sector Leaders and the Party Committee of Joy City Holding Group Secretary General Manager and Beijing Regional Company General Manager Yao Changlin and other companies Leaders, as well as hundreds of brand business representatives and dozens of media representatives, jointly launched a“ Micro vacation "experience trip.

Beijing Haidian Joy City Investment Promotion Conference

Joy City Holding Group Party Committee Secretary General Manager and Beijing Regional Company General Manager Yao Changlin

At the investment promotion conference, the participants sat around the table and listened attentively to the Haidian Joy City project General Manager Assistant Wang Yang General introduction. The ideas and highlights of Haidian Joy City in architectural design, landscape design, space creation and operation infected everyone at the scene, and everyone was full of expectation for the vitality of Beijing Haidian Joy City to open one year later.

Haidian Joy City Project General Manager Assistant Wang Yang

Wang Yang also released the current investment promotion achievements of Haidian Joy City, including Bona International Cinema, Xinghong'ao Sports Culture, Mercedes Benz and other cultures The gathering of leading brand businesses in entertainment, sports life, catering and leisure, boutique department stores and other fields is expected to drive more well-known brands to cooperate with Haidian Joy City.

As the representative of the brand, Beijing Bona International Cinema Deputy of Investment Management Co., Ltd general manager Lin Xiaojun delivered a speech, fully recognized the planning and building of Haidian Joy City and the operation strength of the project team, and full of confidence in the future operation of Bona International Cinema Haidian Joy City Store.

At the investment promotion conference, many brand merchants expressed their intention to cooperate, and expressed high recognition and appreciation for the consumer power of the customer group, the unique cultural IP of the project, the overall business planning and the project highlights in the area where Haidian Joy City is located.

It is understood that the northern area of Zhongguancun Science City where Haidian Joy City is located is Yongfeng Industrial Base, the key development area in the government planning and the core development area of Yongfeng Industrial Base, has been developed and constructed since 2001. At present, it has formed a high-end industrial agglomeration effect and international talents, but there is a lack of large-scale high-end featured businesses. Therefore, Haidian Joy City, which is located in Yongfeng Industrial Base, has been concerned by the market since its construction began.

more Importantly, insiders believe that at present, the whole northern Haidian has not yet formed a city level business circle that can match the potential of regional powerful industries and high-end crowd resources, and lacks a central commercial landmark that plays a leading role. The arrival of Haidian Joy City will not only fill the commercial gap in the north of Haidian (especially in the west), but also lead and promote the construction of a new business district at the city level in Beijing with a unique new landmark of cultural complex business.

Project highlights are numerous, and "traffic password" is stably operated

At the end of the conference, a grand opening ceremony for investment attraction of Haidian Joy City was held, government sector Leadership and Joy City Leaders and Beijing Bona International Cinema Deputy of Investment Management Co., Ltd General Manager Lin Xiaojun, Beijing Xinghong'ao Sports Culture Management Co., Ltd General Manager Wang Haoxiang, Mercedes Benz Beijing Best Star Haidian Yuejie Store General Manager Cheng Xiangyou and other brand representatives jointly registered Taiwan, launched a one-year agreement with everyone—— The micro vacation plan has pushed the on-site atmosphere to a climax, and they are looking forward to the opening of Haidian Joy City one year later (the end of 2024).

The reason is that“ Micro vacation plan "is inseparable from the unique resource advantages and project highlights of Haidian Joy City.

Haidian Joy City is rich in cultural and tourism resources. In addition to the Old Summer Palace, the Summer Palace and Xiangshan Park, the project area also has National Cuihu Wetland Park, Jiufeng, Baiwangshan, Fenghuangling and other rich mountain ecological resources are the weekend A popular place for micro vacation tourism, it is suitable for leisure vacation+shopping, and also provides Haidian Joy City with the background of building a "mountain shopping center".

Moreover, the straight line distance between Haidian Joy City and the North Palace Museum under construction is only about 500m. Relying on the historical background of the North Palace Museum, the overall architectural style of Haidian Joy City is based on the image of "rosefinch spreading its wings and flying northward". The "rosefinch" on the north side echoes the North Palace Museum under construction, presenting a vision of facing history and facing the future The effect shows the concept of inclusiveness and connectivity, creates the unique cultural IP of the project, redefines the city symbol, and is bound to become a landmark of Beijing The Holy Land of Sex Clock in.

Haidian Joy City design sketch

In addition to the unique appearance of the building's facade, Haidian Joy City has also broken the closed and dreary feeling of conventional shopping malls through the open space structure design of box+block+sink square, created a natural ecological and strong interactive outdoor landscape block, and created a new scene of park style shopping and leisure life.

Haidian Joy City design sketch

At the same time, there is a large area of green space planned around the project, combining the park like commercial scene with the advantages of natural resources in the Haidian Mountain area, and striving to create a natural city with leisure and comfort Micro vacation space, creating a sense of relaxation back to nature POD park style business.

Haidian Joy City design sketch

In terms of business highlights, Haidian Joy City plans to create an immersive national fashion consumption experience by inheriting the national fashion culture gene of the Forbidden City, through the national fashion culture theme catering+card shooting+cultural creativity of the Forbidden City+national style city fair.

Sketch Map

At the same time, in combination with the natural ecological resources behind Haidian Mountain, the "weekend vacation route" will be connected. Centering on outdoor camping, cycling, skateboarding, surfing and other more young fashion sports, Haidian Joy City will be built into the first mountain shopping center in the northern region of Haidian.

Sketch Map

In the outdoor space of Sunken Plaza, Haidian Joy City has planned a combination of coffee, western food and other atmosphere catering formats in the street area, so that consumers can obtain emotional value in the natural space and experience a new lifestyle while consuming.

Children's business and parent-child interaction business space are even more essential. From the perspective of family, Haidian Joy City, through the family center, children Recreation, children's retail and training are all business types and category combinations, striving to build the most family center in Beijing. For example, Haidian Joy City is planned to have the only ice rink within 10 kilometers of the surrounding area, creating an ice and snow park suitable for family parent-child interaction; The outdoor garden in Sunken Square is planned to create a happy living space for children.

Sketch Map

The independent industry flagship is combined with the technology trendy brand experience store to carry out in-depth cooperation in the application of intelligent technology, trendy technology brand experience, trendy curriculum research and development and other dimensions, so that consumers can experience all kinds of avant-garde and interesting trendy products, and shape the capital's smart and interesting cultural base.

Sketch Map

Haidian Joy City will also regularly hold salons, knowledge sharing meetings, author signing and issuing meetings, special book exhibitions, etc., where reading, watching, eating and shopping will be effectively gathered in the knowledge space. In the future, it will also become a new landmark of Haidian culture.

Sketch Map

Relevant research data shows that there are about 3.34 million people 10 kilometers around Haidian Joy City Population. In order to change "flow" into "reserve", Haidian Joy City has made accurate portraits of customers, about 3.34 million Among the population, the core customer group of high-quality consumption aged 18-45 accounts for about 66%.

The passenger flow is a barometer of real business. With a huge base of passenger flow, shopping centers can not only resist uncertainty The market fluctuation of sex is also the magic weapon of the shopping center.

Haidian Joy City, which is positioned to build a "gravitational field of wisdom, fun and fashion", has attracted brand merchants to settle down with its natural location and natural resources advantages, unique cultural IP and highlights of architecture, landscape and business types, as well as strong passenger flow base. It is expected that after this investment promotion conference, more businesses will take the initiative to throw olive branches to the Haidian Joy City and compete to enter.

Empowering the co construction of industry and city to lead the transformation of urban life

As a commercial real estate professional said, there are all kinds of channels to meet consumers' material needs, but they can meet everyone's needs The field of spiritual and emotional needs is still mainly offline, which is the unique advantage of offline commerce represented by shopping malls.

Haidian Joy City has clearly understood this demand of current consumers, and strives to create "soul" and“ The resonance of "spirit". It is expected that after opening, it will become a new online celebrity clocking place and the chief executive of Beijing Micro vacation destination.

What's more, the attraction and influence of Haidian Joy City lies not only in the fact that Haidian Joy City has a commercial area of 188000 m2, but also in the fact that it is a Haidian Dayue Complex with a total volume of 780000 m2.

According to the planning, Haidian Dayue Complex consists of Haidian Dayue City, Haidian Yuejie Theme Block, Haidian Dayue Information Technology Park, Haidian Dayue Apartment and other property types.

Among them, Haidian Joy City has two floors underground and five floors above the ground; Haidian Yuejie Theme Street has a commercial construction area of about 18000 m2; There are 7 buildings in Haidian Wisdom Valley Headquarters office building, with a floor area of about 155000 m2; Haidian Dayue Information Technology Park Zhongguancun Scientific Innovation Ecological Town The total construction area is about 150000 m2, and the construction area of Yongfeng Smart Valley Home · Talent Community is about 84000 m2; Haidian Joy City · International Youth Sharing Community is about 50000 ㎡/1365 apartment products.

Haidian Joy City, Haidian Joy Information Technology Park and Haidian Joy Apartment are connected through the highline corridor, maintaining strong regional connectivity Sex. The whole region is integrated with "commerce, industry, culture, tourism, science and residence", with multiple business types developing in coordination, and each business type empowering each other, providing a passenger flow guarantee for Haidian Joy City.

as Chain operation in China The latest《 As stated at the beginning of the Annual Report of China Shopping Centers (2023), shopping centers are not only a place for consumers to spend daily, but also a window to reflect the good life of the city, leading the upgrading of regional and regional consumption Important space.

Haidian Dayue Complex, integrating "commerce, industry, culture, tourism, science and housing", will also promote the integrated development of industry, commerce and housing in the northern region of Haidian, promote the upgrading of regional consumption, lead the transformation of quality life, and promote the construction of another city level new business district, just like the International Trade Center in CBD and Shougang Park in Shijingshan.

It is understood that the construction of Haidian Joy City is in full swing and is expected to enter the decoration stage by the end of the year.

One year later, let's go to a city together Micro vacation trip!

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