why do these international brands have a special fondness for huaihai middle road?
2024-08-29
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
huaihai middle road is like an open book of fashion history, constantly writing new chapters over the past century. walking in the streets shaded by plane trees, you will encounter the first stores and flagship stores of internationally renowned brands such as hermès, tiffany, cartier, and arc'teryx. they are like bright stars, inlaid on this historic commercial street, shining brightly, keeping the pulse of cutting-edge fashion here, and radiating unique charm and style.
it is difficult to say whether it is the extraordinary temperament of international brands that has created the elegance and fashion of huaihai road, or the unique charm of huaihai road that makes these brands shine more brightly. perhaps, only by complementing each other can weave a beautiful picture of fashion and classics.
why do international brands have a special fondness for huaihai middle road? the reporter approached them and tried to get a glimpse of the reasons behind them from the subtle details, unveiling the mystery of their inextricable bond with this century-old shopping street.
it is a wise choice to cultivate huaihai middle road for 20 years
in the past two days, the sony store located at no. 901-909 huaihai middle road has been crowded with many players gathering here to experience the shocking effects brought by the first domestically produced 3a game "black myth: wukong".
what many young gamers don’t know is that this store has been open here for 20 years. in 2004, sony gallery officially opened, and in 2008 it was upgraded to sony’s first sony store in mainland china.
"we have worked hand in hand with the owner, huaihai group, and witnessed the prosperity and development of this commercial street." chen ning, senior director of the marketing department of sony (china) co., ltd., said that the actual operation over the past 20 years has proved that entering the huaihai middle road business district is a wise choice. this has always been one of the most prosperous commercial streets in shanghai, with a superior geographical location and a favorable business environment. it has also been continuously adjusting and upgrading its business formats to meet the increasing needs of consumers.
in recent years, online shopping has risen strongly, which has had a huge impact on the development of physical stores. sony store's solution is to provide unique product experience, customer experience, professional consultation and after-sales service. chen ning said: "we create a rich shopping experience by creating diversified scenes. for example, the live broadcast experience area and the figure shooting area on the first floor, the audio-visual experience area and the home projection experience area on the second floor, etc., can all allow customers to enjoy better scene experience and solutions."
at the same time, sony store also focuses on social interaction with customers. the store not only holds various daily experience activities, but also provides photography classes, outdoor photo shoots, etc., so that customers can learn photography and exchange experiences. the store also relies on the group's resources and ip cooperation, such as the "sony × lonely rock!" joint event currently being held, which attracts a large number of young people to check in at the store and also contributes more young customers to the business district.
when asked why huaihai road attracts so many international brands, chen ning believes there are four main reasons: "first, the superior geographical location provides brands with huge exposure and market potential; second, the rich historical and cultural heritage is very attractive to customers who pursue high quality; third, the first-class business environment continues to enhance the soft power of the business district; fourth, the huangpu district government has always been very supportive of foreign-funded enterprises, continuously communicates with brands, and helps solve practical difficulties."
looking to the future, chen ning is full of expectations for the huaihai middle road business district: "i hope it will become a more humanistic, futuristic and integrated commercial district with a more fashionable and vibrant atmosphere, attracting more tourists and local consumers from home and abroad to experience and consume."
long queues of shanghai gourmets and young foodies meet here
as one of the world's largest fried chicken fast food restaurants, when popeyes opened its first store in china on huaihai road, there was a grand occasion of "joining forces" with the queue of guangmingcun restaurant, the local "queue king". on one side are shanghai gourmets who are keen on traditional food, and on the other side are young people who pursue novel tastes. the two groups of people interweave to form a unique landscape on huaihai road.
"we chose to open our first store in china in the huaihai middle road business district because it is not only a gathering place for young trendy brands, but also has a thriving business vitality and a strong fashion atmosphere." ge jun, general manager of popeyes china, said that huaihai middle road not only attracts many young consumers who pursue fashion and quality life, but is also a popular location for well-known domestic and foreign brands to settle in. we believe that the diversified consumption environment and highly concentrated young and fashionable customer base here provide popeyes with opportunities to directly contact the market and quickly respond to consumer needs.
since settling here, popeyes' business results and customer attraction have met expectations. ge jun introduced: "as the fashion and commercial center of shanghai, the huaihai road business district has extremely high traffic and consumption potential, providing popeyes with an optimal platform to showcase to global consumers and national customers. we also make full use of this geographical advantage, by creating a young, fashionable and dopamine-filled space environment, inheriting more than half a century of ingenious high-quality fried chicken cuisine, and trendy and innovative marketing strategies, we have successfully attracted a large number of young consumers."
facing the rapid changes in the fashion market, popeyes has always insisted on innovation-driven development. ge jun said: "we continue to explore and introduce new ingredients, cooking techniques and design concepts to ensure that each product can keep up with or even lead fashion trends. at the same time, we also pay attention to listening to consumers and incorporating their needs and feedback into the product development process to achieve true user-oriented design."
for example, in november last year, popeyes innovatively launched a series of hot milkshake drinks, and was the first to introduce steam heating technology in the milkshake category, creating the first steam hot milkshake product, which was loved by many young people as soon as it was launched.
ge jun is full of expectations for the future development of the huaihai road business district: "we will continue to deepen our brand influence in the huaihai middle road business district, expand more diversified product lines and services with the attitude of 'soul food' and 'love life', and bring consumers a richer and higher quality dining experience. at the same time, we also hope to strengthen exchanges and cooperation with other brands and companies here to jointly promote the overall development and improvement of the business district."
continue to empower the internationalization process of huaihai middle road business district
"796 huaihai road" vacheron constantin house, uniqlo shanghai huaihai middle road global flagship store, haus nowhere shanghai, niko and shanghai global flagship store, ecc0 global flagship store, fila huaihai road flagship store... these internationally renowned brands have settled in huaihai road, and behind them all have the same operator - huaihai group.
as a district-owned commercial enterprise deeply rooted in huaihai middle road, huaihai group takes "based on huaihai road, innovating huaihai road; going beyond huaihai road, spreading huaihai road" as its development concept, constantly explores and breaks through, and is committed to building the huaihai middle road business district into a globally renowned "elegant and fashionable" commercial district.
to achieve this goal, huaihai group fully utilizes the brand influence of huaihai road commercial street, actively develops the first-store economy, anchors heavyweight flagship stores, and continuously builds a market-oriented, law-based, and internationalized first-class business environment by introducing strategic partners with international competitiveness, injecting strong impetus into the level improvement and core competitiveness enhancement of the huaihai middle road business district.
looking ahead, huaihai group will closely rely on huangpu district's overall plan for huaihai middle road's "one axis and two circles", and further promote the transformation and upgrading of the business district around the three major themes of "more humanistic, more futuristic, and more integrated". the group will give full play to the "three leading" roles of "demand-led, brand-led, and format-led", and through the strategy of stringing beads into lines and expanding lines into circles, comprehensively strengthen cross-border strategic cooperation, and strive to build the huaihai middle road business district into a highly concentrated place for internationally renowned high-end brands, a pioneer in the continuous leading of new formats and new models, and a consumer landmark where first stores and flagship stores lead the fashion trend.
huaihai middle road, a century-old commercial street full of fashion and culture, is attracting the attention of global investors with its unique charm. here, history and modernity are interwoven into a series of moving pictures; culture and business jointly interpret a series of moving music.
looking to the future, we have reason to believe that with the continuous optimization of the business environment and the continuous release of innovative vitality, huaihai middle road will surely attract more foreign investment to this promising land and jointly write a more glorious chapter.
author: xu jinghui
text: xu jinghui photos: provided by the interviewee editor: zhou yuan responsible editor: rong bing
please indicate the source when reprinting this article.
