購物中心年輕力中心手冊方案-64P

TXHUAIHAI|YOUTHENERGYCENTER-000Contents/IAE/CRS/COC/SPO/YED/YES/TXHuaihaiYouthEnergyCenterIntroductionTX淮海|年輕力中心ArtExperience沉浸藝術(shù)體驗Curated策展概念品牌ConnectionofCommunity社群鏈接平臺SmartPromotion&OperationExclusiveLaunch&EventTX淮海獨家發(fā)售及活動回顧TXYouthEnergyDistrictTX輕力生態(tài)TXHUAIHAIYOUTHENERGYCENTER-001--ZHencompassingculturalspacefeaturinginnovativeretailexperiences,cutting-edgeart--ZHbuzz-drivingexclusiveevents.ItisthefrstCURETAILcommercialspaceinChina-ahighlycuratedculturallandmarkwiththeaimofofferingacommunityLocatedintheheartofShanghai'scentralHuaihaiRoad,TXisajointprojectbetweenBailianGroup,JinjiangGroupandURF.Sinceitsinceptionin2019,TXhassuccessfullyheldover300eventsincludingexclusivelaunchevents,exhibitions,shows,communityactivitiesandmore.Ithasquicklybecomeago-tospotforChina'sXYZgenerationsandwasnamedinHYPEBEAST'S2020November"ShanghaiYouthConsumption"consumerreportasa"darkhorse"amongsttypicalcommercialcentersandbecomingoneofthemostpopularshoppingvenues--TX淮海|年輕力中心是—個創(chuàng)新體驗零售與沉浸藝術(shù)融合的智能空間,坐落于百年街區(qū)上海淮海路,由百聯(lián)集團、錦江集團與盈展文化三方共同打造。作為國內(nèi)首個策展型零售商業(yè)空間,TX淮海結(jié)合了沉浸藝術(shù)體驗、策展型零售品牌和社群聯(lián)接平臺,為新消費社群創(chuàng)造—個傳遞多元文化與年輕生活方式的空間,為大眾構(gòu)建—個嶄新的潮流文化回顧2019年至2021年,TX淮海l年輕力中心成功舉辦了動等各個模塊,迅速成為XYZ世代的年輕力聚集地。海年輕人消費模式”調(diào)查報告發(fā)布中,TX淮海l年輕力中心成為—大“黑馬”,成為最受訪者歡迎的線下渠道之—。TXHUAIHAIYOUTHENERGYCENTER-002We--Anideairrespectiveofageyetcenteringonattitude.TXHuaihaiactsasaplatformtoconnectalldimensionsoftoday’syouthenergy,empoweringthenewgenerationandWeOferCommunityandCulturalSynergy--hatthedesiretobelongboundariesordistance.Weprovideaplatformandfacilitateopportunitiesforthem.We“Curetail”--Weexploretheinnovativeapplicationofdatainthefeldofconsumption.Consumersgetnewexperiences,andbrandsgetthefullsupportofbigdataandartifcialintelligencetechnologytosupporttheirneeds.WeAdvocateTheSpiritof“X”--outdatedframeworksandconstantlybetweenTXandallitsplatforms.信--年輕力無關(guān)乎年齡,只關(guān)乎心態(tài)。TX結(jié)各維度年輕力的平臺,賦能新生代群體,打造年我們提供社群文化賦能--我們發(fā)現(xiàn)“社群標(biāo)簽賦能”正在蔓延其獨特的生活方式、文化影們堅實地走到一起,不論國界距離。我們提供平臺,讓他們有索策展型零售--我們賦予現(xiàn)代商業(yè)空間更多文化內(nèi)涵,通過多種創(chuàng)新的方式將藝術(shù)、文化與零售相融合,深入考揚--我們相信團隊的力量,不拘于框架,擁抱任何可能,發(fā)掘“X”的無限性和未知性。20,000工作日日均客流WeekdayDailyFootTraic50,500HolidayandWeekendDailyFootTraic870,000MonthlyFootTraicTX客群年齡分布Others50-6040-5020-3030-40TX客群性別分布MalMale42.60%TXHUAIHAIYOUTHENERGYCENTER-003TXHUAIHAIYOUTHENERGYCENTER-004INFOINFO150MillionImpressions230K+FollowersonallPlatforms截止2021年6月,TX淮海l年輕力中心自媒體累計爆光1.5億,與6大主要平臺深度合作,社交媒體10萬余篇,圖片爆光傳播流量超1千萬次,共輸出媒體價值超過1千萬,電視媒體70篇+,主流媒體(黨媒、主要新聞集團)800余篇,KOL及轉(zhuǎn)發(fā)媒體數(shù)量1千萬余次,平及粉絲數(shù)近23萬。--ByJune2021,TXHuaihaiYouthEnergyCenterhasaccumulatedover150millionmediaimpressionsandover100,000socialmediaarticlesthroughmajormediaplatforms.Overall,totalearnedmediavaluehasexceeded10million,inadditionto70+majormainstreamTVcoveragepieces.TXHUAIHAIYOUTHENERGYCENTER-005IAEfreelyparticipateinartactivitiesinourcommercialinstallationart,digitalart,publicart,performanceartionsforbrandshelpingthemredefnetheirimage,whilstourever-evolvingseriesofworkshopscontinuestobeafocalpointforthesaplatformforyoungirtalents--然地參與藝術(shù)活動。TX淮海共舉辦近30場藝術(shù)展覽,6場大型展覽,涵蓋架TX策展團隊獨立為6個品牌策展,助力品牌重塑形象。TX淮海不僅打造沉浸式藝術(shù)體驗,也為青年藝術(shù)家提供展TXHUAIHAIYOUTHENERGYCENTER-006(2021)IAE/88Rising08.08-08.2288rising在上海TX淮海|年輕力中心舉辦為期15天的“云思妙想一雙周限定音樂影像快閃體驗”,這是一個以88rising全球性音樂合作項目“HeadInTheClouds”系列為主展示的沉浸式音樂影像體驗活動,也是88rising的OneofAsia'smosticonicpioneeringmediaplatformsfeaturingforward-thinkingartistsandcreators,88Risingisknownforits"massiveviralvideohitsandcollaborationswithwell-knownAmericanartists"withitsfocusonbridgingEasternandWesterncultures.Thissummer,88risinghasitsirstomineimmersivearteventinChinaatTXHuaihai,attractedmorethan8000visitorswithin2weeks.TXHUAIHAIYOUTHENERGYCENTER-007INFOIAEINFOIAE/AbsurdExhibition04.01-04.20(2021)4月1日至4月20日,小紅書旗下潮流生活方式品牌REDOX聯(lián)手TX淮海,呈現(xiàn)「就離譜」荒誕藝術(shù)展,以輕松的態(tài)度,消解生活中的種種無奈。展覽現(xiàn)場展出12位站內(nèi)青年藝術(shù)家的“離譜”藝術(shù)作品。知名男歌手華晨宇在展覽期間也來打卡,引起粉絲的打卡熱潮。The「JustOutrageous」AbsurdExhibitionfeaturedHuangHeshan,MaoKuand12othertrendsettingartistsoftheREDplatform(小紅書),whilstexhibitingabsurdandincrediblefragmentsfromthedailylivesofordinaryusersofRED.TXHUAIHAIYOUTHENERGYCENTER-008INFOIAE/INFOChinaNext(2020)由TX淮海獨立策展的《CHINANEXT》,展出六位中國當(dāng)代攝影師,包括夏永康(WINGSHYA)、陳漫、咖小西、編號223、許闖及熊小默,和六個本地及華商主理人的年輕品牌,包括RANDOMEVENT、GROUND(ZER)Unawares.等。線上線下同步推出與TX淮海三方聯(lián)名T恤,展覽期間,聯(lián)合院校力量,舉辦近20場workshop,共同論釋中國的創(chuàng)意年輕力。FamousphotographersYongkangXia,XiaomoXiong,XiaoxiKa,Michelle(directorofHamcus),PhillipChu(directorofGround(Zer)O),Da-Li(directorofLifegoeson),HoyeeLi(founderofOneLove),KevinNg(directorofUnawares)joinedtheprogramofTXHuaihaiChinaNext,theprogramaimedtopromoteChinesefashionbrandsusingthecollaborationswithphotographersmentionedabove.TXHUAIHAIYOUTHENERGYCENTER-009INFOIAEINFOIAE/DanielArsham's09.11Porsche911Exhibition-0920(2020)由當(dāng)代藝術(shù)家丹尼爾.阿爾軒(DanielArsham)和保時捷跨界打造的“結(jié)晶腐蝕版911藝術(shù)車”也亮相TX淮海00人。OnSeptember11,2019,theIAGArtSpaceopeneditsdoorstothewinnersofthe2018-2019PorscheYoungArtistsofChinaBiennialExhibition,co-organizedbyPorscheChinaandtheCCFoundation;co-sponsoredbytheART021ShanghaiContemporaryArtFairandTXHuaihai.ThisexhibtionhighlightedDanielArsham'sworkandattractedover10,000viewers.IAE/現(xiàn)在的年輕人通常通過很短的時間就就可以學(xué)會一個新的人們”休息時間頗少,從而我們想利用這些“碎片時間”讓大家學(xué)習(xí)到新的本領(lǐng)。有點急事目標(biāo)聯(lián)合美術(shù)館,高校或教育機構(gòu),創(chuàng)意組織,體育社群等,內(nèi)容覆蓋演講和分享會,線下工作坊,小型演出,IP已經(jīng)聯(lián)合小紅書,藝倉美術(shù)館,各大高校組織等平臺,在TX淮海l年輕力中心落地超過150場線下活動,實際參與人數(shù)超過5000人。WhatisWATCHITLEARNITPICKITUPYoungpeoplenowadayshaveaccesstothingssuchasRedBook,BiliBiliandothersocialmediaplatformsthatallowseveryonetolearnandconsumenewinformationinquick-timevideotutorials-it'schangedthefaceofinformationconsumption.Weareleveragingthisideatocreateshort-formin-personworkshopsandeventswithagoaltouniteartmuseums,universities,educationalinstitutions,creativeorganizationsandsportscommunitiestohelpcontributetotoday'syouthculturebyoferingin-personandshort-formforouryouthcommunity.SinceitwentliveinApril,wehaveutilizedRedBook,YicangArtMuseumandothermajorinstitutionsandorganizationstohostover150offlineeventsforother5,000participants,offeringaplatformtolearnandengage.TXHUAIHAIYOUTHENERGYCENTER-010IAE/IAE/ -011TXHUAIHAIYOUTHENERGYCENTER-012IAE/ TXHUAIHAIYOUTHENERGYCENTER-013CRS念品牌SinceTX'sinception,everypotentiallong-terntenant,eventorpop-upundergoesastrictcurationstandardtomeetthevaluesofTX.Atotalof49diferentbrandshavebecomelong-termtenantsinthespace-34ofwhichmarkedthebrand'sfrstofineretailoperationinShanghaiand32ofwhichmarkedthebrand'sfrstofineretailoperationnationorworldwide.--TXHUAIHAIYOUTHENERGYCENTER-014CRSCRS/cecommunitycommunityUrbanCreative者Defningworld-classstreetstyleandlifestyle.MarketH+TheaterXAsocialplatformforyouthenergynternationaltrendsTXHUAIHAIYOUTHENERGYCENTER-015INFOCRS/INFOMASTER是由國內(nèi)知名泛娛樂集團RT(RoundTable)聯(lián)匠心打造的全新“24小時光影藝術(shù)互動空間”,本著“致敬在這里將會發(fā)生多重跨界合作,有關(guān)“M”的多種可能都匯聚在這個空間:Master(大師)、Medium(媒介)、Modern(時尚)、Music(音樂)等,一切年輕的、新潮的、文化的能量都將聯(lián)入’M系’,MASTER將探索當(dāng)下人群的新型社交娛樂模式,探索空間的無限可能。MASTERlocatedonthetopfloorofTXHuaihaioffersanunprecedentedmusicandnightlifeexperience.AjointprojectbetweenentertainmentgroupRT(RoundTable)andworld-renownedJapaneselightartteamteamLab-MASTERisattheforefrontofChina'snightlifecultureandalsoaspaceforteamLab'sgroundbreakinglightshows.NotonlyisitoneofShanghai'shottestnightclubs,MASTERalsooffersaspaceforvariouspossibilites-Master,Medium,Modern,Music-alltiedbytheMrepresentinganewsocialentertainmentspace.TXHUAIHAIYOUTHENERGYCENTER-016INFOCRS/INFOCRS/b首個項目位于目前全上海乃至全國最熱門的策展型零售先行者:TX淮海|年輕力中心(TXHuaihaiYouthEnergyCenter)4F,超過700平米,是目前城中CBD罕有的藝術(shù)空間集:藝術(shù)畫廊、咖啡休閑、輕食輕飲、藝術(shù)零售、藝術(shù)講座、跨界活動等多樣藝術(shù)潮流生活方式為一體。neXtlabisamulti-purposespacedefiningtheconceptofCURETAIL.Itfeaturesanartgallery,coffeeshopandretailspacesallalignedthroughcommunityeventssuchasworkshopsandlectures.TXHUAIHAIYOUTHENERGYCENTER-017INFOCRS/INFOChinaNextTXLChinaNext”聚合了11家國潮品牌,以賦能中國年輕力,啟發(fā)本土創(chuàng)意靈感,推動中國未來創(chuàng)意和藝術(shù)發(fā)展為宗旨,打造中國本土靈感孵化池。TXisproudtorepresentChineseyouthandtrendcultureattheforefrontoftheworld.L3"CHINANEXT"gatherssomeofChina'smostexcitingyoungdesignersandbrands-offeringthemaplatformtoopentheirfirstretailshopandsupportthroughouttheirgrowththroughourbrandincubationsystem.Sofar,over11brandshavelandedinTX'sCHINANEXTplatformandwehopetocontinuetorepresent,inspireandpromoteChineseyouthcultureonaworldstage.SUAMOMENTARMYLOGIC藥九玖柒TXHUAIHAIYOUTHENERGYCENTER-018INFOCRSINFOCRS/ChinaNext以PSOBrand和SUAMOMENT為代表的國潮品牌,線上年度銷售近10億。他們走向線下第一步就是將首家品牌旗艦店選擇落地TX淮海三樓“CHINANEXT”,通過TX淮海的平臺賦能,為新生代消費者提供更直接的情感需求體驗和互動體驗,進一步升級品牌形象。線下月銷售額也達到100W。exponentialgrowthinrecentyears.TXhasplayedahugeroleinincubatingnationalbrandssuchasPSOBrandandSUAMOMENT-bothofwhichhaveannualsalesexceeding1billionRMB.BothbrandsopenedtheirfrstbrickandmortaroutletatTXHuaihai’sL3CHINANEXTandthroughthisplatformgrewtheirbrandwithmoredirect-to-consumerexperiencesandbrandstorytelling-reachingofinemonthlysalesto1millionTXHUAIHAIYOUTHENERGYCENTER-019INFOCRS/INFOChinaNext以ArmyLogic、SavageFlavor等國潮品牌為例,他們以線下空間為主要陣營,不僅店員的個人形象充分展現(xiàn)品牌調(diào)性,且店鋪定期開展workshop等粉絲體驗,注重社群的聚集效應(yīng),增強品牌受眾的粘性。ArmyLogicandSavageFlavoraretwootherChinesebrandsthathaveseenahugeincreaseingrowthsincetheopeningoftheirfirstbrick-and-mortar—bothofwhicharealsolocatedinTXHuaihai’sL3CHINANEXT.Thesebrandshavesuccessfullytranslatedtheironlinebrandimageofflinebyusingtheirspaceasafagshipareainwhichtheircustomerbasecaninteractandexperiencethebrandthroughworkshops,storeexperiencesandcommunity-focusedevents.TXHUAIHAIYOUTHENERGYCENTER-020INFOCRS/INFO品牌國內(nèi)首家線下概念店。以一體化空間的形式呈現(xiàn),FiSN的品牌理念從服飾店鋪延伸到JUCEBAR與FLOWERSHOP,乃至想息休閑的YARD庭院角落,這里是一個承載著美好愿景的自由場所。FUTUREISNOWorbetterknownasFiSNisoneofthehottestChinesebrandsrightnow,anditsfrst-everphysicalretailconceptisinTX.Thephysicalretailspaceincludesajuicebarandaflowershopwithayardintegratedinside.FiSNisaclosecollaboratorwithHYPEBEASTandalsoCasio.TXHUAIHAIYOUTHENERGYCENTER-021INFOCRS/INFOAKENZ起源于斯堪的納維亞半島,集合了眾多歐美先鋒設(shè)計師品牌如RickOwens、BorisBidjanSaberi、iso.poetism、KRAKATAU等等,強力輸出高街設(shè)計師暗黑、機能、先鋒的設(shè)計理念;旨在把北歐的潮流理念及生活方式引入國內(nèi)消費者視野,精挑細選30多個品牌,打造高品質(zhì)的精品集合店。AKENZoriginatedinScandinaviaandhasgatheredmanytopEuropeanandAmericanbrandstogetherinonespace.WithleadingdesignerssuchasRickOwens,BorisBidjanSaberiandmore,AKENZoferspioneeringdesignsthroughacarefullycuratedbrandlistofover30names.C2H4TXHUAIHAIYOUTHENERGYCENTER-022INFOCRS/INFOoX米其林餐廳&酒吧的社交空間,同時融合全球頂尖戶外運SOLOXisacombinationofurbansportsexperienceandaMichelin-starredrestaurantallinonespace.Offeringanunparalleledsportsexperience(rockclimbingandskiing)intheheartofthecityandaspacetosocializeandhangout.SOLOXdefnesnewluxurysportslifestyleinChina.TXHUAIHAIYOUTHENERGYCENTER-023INFOCRS/INFO店內(nèi)承襲策展型零售的概念,每個月在特定區(qū)域輪換不同主題的展覽陳列,并定期舉辦workshop,讓顧客更好體驗MiddleRoadisthebrand，sfirstboutiquestoreinAsiaafterhavingopenedsimilarconceptsinLondonandNewYork.Puttingcommunityoverretail,VansHuai-Hinotonlyoffersextendedproductlines(includingVaultbyVansandmore),itoffersahang-outspotforlocalskateboarding,artandstreetculture.ThestoreembodiesTX，sethosofCURETAILwithrotatingexhibitionseverymonth,engagingnewcustomersandoferingthemauniqueexperienceeachtimetheyvisit.RegularworkshopsandeventsalsoallowcustomerstotrulyexperiencethebrandethosandtohelpbuildVansculture.TXHUAIHAIYOUTHENERGYCENTER-024INFOCRS/INFO秉持ENG極具科幻構(gòu)想的現(xiàn)代實體零售體驗空間,此次ENGScienceStationatTXHuaihai繼陸家嘴中心店以太空艙為空間靈感載體之后,結(jié)合TX淮海|年輕力中心開放、創(chuàng)造性的主場氛圍,以科研實驗中心為概念進行空間打造,期望通過藝術(shù)與時裝的結(jié)合,科技與生活的交融,文化與未來的碰撞打造一個集時裝買手店、藝術(shù)展覽空間、文化推廣平臺的試驗型新青年交流場景。ENGrepresentsahostofavant-gardeandexcitingbrandsfromaroundtheworld-housedinauniqueandcutting-edgesci-fiinspiredretailexperience.Throughcombiningcultureandthefuture,ENGhasbecomeanexcitingspacewiththeENGScienceStationinTXHuaihai.MAGLIANOGmbHJUUN.J032C....TXHUAIHAIYOUTHENERGYCENTER-025INFOCRS/INFOINNERSECT由「相交,交錯J的「IntersectJ一詞而來的,取自「InnerJ的涵義,從而將「tJ改成「nJ,意為用內(nèi)心去探索和感知,共同創(chuàng)造和定義新的潮流文化。INNERSECT首家線下體驗店落地上海百聯(lián)TX淮海|年輕力中心,由MINIWIZ創(chuàng)始人黃智謙及團隊操刀,所有搭建材料都是可如X-girlxBe@rbrick2021發(fā)售、Levi’s?XNIGO?復(fù)刻meaningtoexplore,seekandperceivenewtrendculture.ThisisINNERSECT'sfirstofflineretailconceptandoftenhostsexclusivelaunchesandeventspusingtheboundariesofstreetandfashionculture.A-COLD-WALL*TXHUAIHAIYOUTHENERGYCENTER-026COC社群聯(lián)接平臺Taketheconstructionofcommunitycultureupportandincubatethelocalyouthculturalcommunity.--TXHUAIHAIYOUTHENERGYCENTER-027COC/COMMUNITY09.25(2021)TXHUAIHAIYOUTHENERGYCENTER-028COC/COC/乓社群COMMUNITY08.01(2021)TXHUAIHAIYOUTHENERGYCENTER-029COC/COC/跑團COMMUNITY03.13(2021)TXHUAIHAIYOUTHENERGYCENTER-030COC/COMMUNITYTXHUAIHAIYOUTHENERGYCENTER-031COC/COMMUNITYTXHUAIHAIYOUTHENERGYCENTER-032COC/COC/涂鴉社群COMMUNITY 03.14(2021)(2020)TXHUAIHAIYOUTHENERGYCENTER-033COC/街舞社群COMMUNITYCOMMUNITYTXHUAIHAIYOUTHENERGYCENTER-034COC/COMMUNITYTXHUAIHAIYOUTHENERGYCENTER-035COC/籃球社群COMMUNITYTXHUAIHAIYOUTHENERGYCENTER-036COC/COC/騎行社群COMMUNITYTXHUAIHAIYOUTHENERGYCENTER-037partners.Theselfbuiltintelligentoperationsystemintegratespropertymanagement,CRMsystem,retailpartners.marketingsystemtoretailcapabilitiesfor--TXHUAIHAIYOUTHENERGYCENTER-038INFOSPO/INFOvisit-supportedbyTX'ssmartpromotionandoperationCRMsystems.Innovativedigitalimplementationwillbeapartofourdigitaluserexperiencewithomni-channeloperations,supportedbyallofTX'stenants.--消費者的每一次到訪都將獲得全新的體驗和啟發(fā)超級用戶體驗打造;全渠道私域流量運營;商場級跨品牌共享流量池;線下版生意參謀度。超級用戶體系打造nrTrafcPoolData全渠道私域流量運營annelPrivateDomain謀OfineStafSupportTXHUAIHAIYOUTHENERGYCENTER-039heldover300eventsfromexhibitions,pop-ups,retailsalesevents,brandactivities,communityprojectsandmore.Notonlydoweengagethelocalcommunity,butouronlinepresenceandnetworkofKOLandcelebritieshaveseenfar-reachinginfuence.Ourgoalisalwaystooferunforgettableexperiencesforourcustomerswhilepushingtheboundariesofyouthculture.--回顧2019年至2012年,TX淮海|年輕力中心共舉活動等各個模塊,其中重磅活動24場,近100位明在招商方面,開箱至今,共簽約商戶49家,其中上海TXHUAIHAIYOUTHENERGYCENTER-040EL&EEL&E/ITY06.12(2021)TXHUAIHAIYOUTHENERGYCENTER-041ELEL&E/WILLIAMCHANAPPEARS06.01(2021)TXHUAIHAIYOUTHENERGYCENTER-042EL&EL&E/04.23(2021)TXHUAIHAIYOUTHENERGYCENTER-043EL&EEL&E/04.14(2021)TXHUAIHAIYOUTHENERGYCENTER-044EL&EL&E/03.27(2021)TXHUAIHAIYOUTHENERGYCENTER-045EL&EL&E/(2021)TXHUAIHAIYOUTHENERGYCENTER-046超元氣時空站: 12.28(2020)TXHUAIHAIYOUTHENERGYCENTER