The reporter found that at present, the introduction of two yuan formats in Ningbo are stock commerce, in addition to traditional box-type commerce, there are also old traditional department stores.
For traditional business, can the "two hundred billion track" become a "new idea for transformation"?
"Two yuan" business triggered a new boom
Recently, a number of stock businesses in Ningbo aim at the "second yuan" this track - large enough to position the project as a "second yuan complex", more is through the creation of the new "second Yuan theme block",while strengthening the differentiation and recognition of the project, attracting a large number of young people, becoming a hot phenomenon in the Ningbo consumer market.
'There are too many people! The concentration of 'second element' is off the charts!" Just past the "May Day" holiday, due to the introduction of "Spirit and magic Animation Exhibition", attracted many "two Yuan" fans gathered, Ningbo Huanyu City in the major social platforms on the heat continued to soar.
The "two Yuan" comic exhibition brought passenger flow and sales far exceeded expectations. According to the background data of Ningbo Huanyu City, the passenger flow on May 1 was close to 54,000 people, showing a year-on-year increase of 177% of the "high burning state",far exceeding the historical passenger flow in the same period. At the same time, the overall sales increased by 63% year-on-year, and the sales of nearly 50 merchants in the field increased by more than 100% year-on-year.
"Since 2023, our project has been aiming at the" second yuan "track, taking the young customers of Generation Z with ACG culture as the main imprint as the core customer group for target diversion. Since the end of 2023,
we have cooperated in five theme animation festivals and two random otaku dances, and the overall passenger flow has improved significantly." Zhonghai Huanyu City responsible person Zhao Li said.
This is not alone. At the end of last year, Ningbo City Animation Festival held in Tianyi Square, two consecutive days of "two Yuan" carnival attracted nearly 20,000 animation fans, the scene not only more than 50 well-known domestic animation IP settled,
but also more than 40 head animation stars performed. During the Animation Festival, Tianyi Square was crowded with more than 10 million people interacting online and offline.
Ningbo Fuyue City is also running on the road of "two Yuan". In the past year, Ningbo Fuyue City for the "second Yuan" group, carried out a total of 13 "second Yuan" related activities,
such as comprehensive comic exhibition, theme Only, e-competition, its Chinese B theme Only has the highest overall popularity, the day's overall passenger flow reached 48,000, an increase of 47%.
Ningbo people are very familiar with the old department store Dongmen Yintai is also planning to build Ningbo tide play "two yuan" theme block. The reporter learned from the project side that the internal transformation of Dongmen Yintai Department Store has been launched on April 20 this year,
and it is expected to be completed in July this year to achieve the overall debut. The reporter learned that the leasing area of nearly 5000m² on the 1st floor, mezzanine and 2nd floor of Dongmen Yintai will be transformed as a whole,
focusing on the direction of the tide play "two yuan" format, and setting up 400 square meters of large residential dance activity area of the cartoon exhibition to comprehensively enhance customer experience.
Hit the "two yuan" combination of Ningbo business towards the fine differentiation track
At present, the explosion of "two yuan" business has allowed the industry to see more possibilities for subdivision of the track. At the same time, Ningbo business is also facing a new problem - how to layout the "two yuan" business form?
The reporter learned that at present, in the competition of "two yuan" business in Ningbo, the first store, the first exhibition and the combination of multiple formats are the main directions for major businesses to compete.
On the one hand, holding quadratic IP activities at a high frequency to gather "quadratic" enthusiasts and attract young customers is an effective way for most businesses to land the "quadratic" theme.
In Ningbo market, such as the above Tianyi Square, Ningbo Huanyu City, Ningbo Fuyue City and other projects are typical cases, but also the popular social platforms such as Tiktok, XiaoHongshu and other recognized Ningbo "two yuan" punch.
At the end of April this year, Ningbo Cool Purchase Mall planned to carry out the first "Gu Li Gu gas" two Yuan valley play market, a collection of many "two Yuan" fans love "millet", including all kinds of hand, badges, pendants, cards, pain bags,
popular IP fan Valley and other animation surrounding, attracting an endless stream of comic fans to go. According to statistics from the background of Ningbo Coolbuy, during the market, it has brought significant new daily passenger flow to Ningbo Coolbuy Hall A.
