At the same time, focusing on the introduction of vertical head "two yuan" brand, and creating a consumption atmosphere with IP activities, is the ultimate weapon that can really promote consumption.

For example, the new Dongmen Yintai department store, which will be unveiled in July this year, will introduce 7 first stores in Zhejiang, including "two Yuan" brands such as model Play Bear,

Cat by House, XHR Hobby, Wu Maru House, Bushido, Manku and Ow Woo, and 6 first stores in Ningbo. Including Sanrio, Tama Everything House, Bumeng, GBO, March Beast Coffee, COSMEPRO and other "two yuan" brands.

Since the beginning of this year, Ningbo Coolbuy Mall has gradually introduced the "two yuan" brand to promote the upgrading of new business formats. On February 1, 2024, the first "second Yuan" grain collection store "GOODSLOVE" was opened, followed by the "second Yuan" brands such as "Jupiter Beast",

"MAGIC WOW" and "Jigu House" successively entered, and at the same time echoed the brands such as "TOP TOY" and "POPMART" in Tianyi Square, aiming at the "Generation Z" crowd. To the direction of "two yuan" business and brand rejuvenation.

Ningbo Fuyue City will build a "two Yuan" theme block, centralized animation stores, hand stores, etc.; At the same time, we plan to introduce a well-known "second Yuan" brand, and jointly hold special events and limited product sales with the first store brand;

Add "two Yuan" theme amusement facilities or interactive experience area to enhance the immersive experience; Divide different types of "two yuan" exclusive areas, such as Japanese animation area, national animation area, etc.

Ningbo Huan Yu City main store (pronounced mi, with "find") bookstore from 2023, from the traditional book cafe to expand the scope of business, the addition of "animation sales area", from book to "millet", this year's "May Day" holiday,

by the cartoon exhibition radiation effect, May 1 sales increased by more than 500%, reached a record high since the opening. It is understood that the follow-up of Ningbo Huanyu City project will continue to promote the completion of the "two Yuan" theme block to enhance the vitality of young customers.

In this regard, the introduction of the "two yuan" brand, Song Zheng, general manager of the "two yuan" business of Yintai Commercial Commodity Center, believes that when creating the "two yuan" business, whether the introduced "two yuan" brand has enough influence is very important.

"From the perspective of Ningbo Dongmen Yintai Department Store, we have carefully considered the planning from the early stage to reduce the problem of homogenization.

At present, only 16 brands have been planned, and involve Sungu, Guogu, two creation, clothing, cultural creation, beverage matching, etc., and the introduction of China's head 'two yuan' brand."

Another 100 billion track, into the traditional business "transformation of new ideas"

The reporter found that the current introduction of "two yuan" format in Ningbo are stock industries, in addition to traditional box-type commerce, there is also no shortage of old traditional department stores. For traditional business, can "two yuan" business become a "new idea of transformation"?

"Stones from other mountains" have been successful cases. Bailian ZX, which was transformed from the former Hualian commercial building, launched its trial operation on the Nanjing Road Pedestrian Street in Shanghai in January 2023.

As the first commercial body focusing on the "second yuan" culture in China, Bailian ZX Creative Fun Field focuses on content management, gathering overseas head ACGN (animation, comics, games, novels) "second yuan" retail, social and cultural experience formats.

It is reported that the proportion of the first store in trial operation is more than 60%, and the average daily passenger flow has gradually climbed from 15,000 to 30,000 people in the early opening to 40,000 people,

and the daily passenger flow has reached a maximum of 75,000 people. It has become the first choice for the country's "two yuan" young people to clock in Shanghai, and it is also a benchmark case for transformation and upgrading in the industry.

In this regard, Song Zheng admitted that at present, the "two yuan" business format does bear more of a "rescue" role in traditional business. Whether it is Shanghai Bailian ZX creative fun field, or Wuhan X118, Chengdu Tianfuhong, etc., are the transformation and transformation of old businesses after the loneliness.

"What we are aiming at is the rise of this' quadratic 'wind. However, the problem that may arise in the future is that too many businesses introduce "quadratic", leading to homogenization problems.

From the second half of this year to the first half of next year, it will be an outbreak period of "two yuan" business. The next step is to see who has the stronger operating ability and can make the 'two-yuan' business go more stable and further."

Industry insiders believe that based on the development scale and brand reserve of the current domestic "two yuan" market, the creation of "two yuan" business is still more suitable for the theme area of medium and large businesses in first and second-tier cities, or to create a small volume of theme business.