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Author | Cao Jie
Editor-in-Chief | Yang Ming
Editor | Jing Xiangyuan
Source | China Purchasing and Distribution Union
Mastering the "Boonie Bears" IP: How Shenzhen Bao'an Huaqiang Plaza is creating a new paradigm for themed malls.
As urban commercial density increases, people are paying more and more attention to the "personality" of commercial complexes.
A commercial complex with an interesting soul not only means current traffic, but also means that in an urban pattern where commercial inventory and urban development are positively correlated, it can always maintain a differentiated "core".
Among Shenzhen's commercial projects scheduled to open this year, Bao'an Huaqiang Plaza has attracted much attention from both inside and outside the industry since its preparation. On the one hand, it is a large-scale integrated complex located in the new core area of western Shenzhen, Fuhai, and is a key link in the transformation of the business district; on the other hand, it is operated by Huaqiang Commercial and is built as the first "Boonie Bears" themed shopping mall in China, and is also a rare IP-type commercial project in the Shenzhen market.
Now, the project has entered the countdown to its opening. We have conducted an in-depth visit to its investment promotion progress and highlights to see how Huaqiang Commercial is leveraging the "Boonie Bears" national IP and using it to comprehensively empower commercial space.
A Winning Start
Huaqiang Commercial Culture + Commercial Advancement
By reviewing the distinctive commercial projects that have become popular in recent years, it is not difficult to find that many of the operators behind them are "slash players" with solid experience beyond the field of commercial real estate. This not only means that "commercial +" is becoming a new solution for physical commerce, but also, to some extent, confirms that cross-industry players are more likely to achieve unexpected success.
As a well-known Shenzhen enterprise with a 45-year history, Huaqiang Group's industries cover cultural technology, high-end services in electronic information, integrated urban and industrial development and operation, emerging industries, and industrial finance. The Shenzhen Bao'an Huaqiang Plaza, which is about to enter the market, will be a new exploration of "culture + commerce" by Huaqiang Fantasi, its cultural technology sector, and Huaqiang Commercial, its commercial real estate operation sector.
If you were to pick a super IP of Chinese animation from among many cartoons, the hit animation IP "Boonie Bears" created by Huaqiang Fantasi would definitely have a place. It not only has a total online viewership of over 350 billion for its series and a total box office revenue of 7.7 billion yuan for its series of animated films in China, but also, with its classic characters such as Xiong Da, Xiong Er, and Guang Tou Qiang, has become a "frequent guest" for many shopping malls' IP marketing activities.
Now, this IP is appearing for the first time in the form of a themed shopping mall, which is a new attempt for animation IPs to break the dimensional wall, and also an advancement for Huaqiang Commercial.
As an important part of Huaqiang Group's diversification, Huaqiang Commercial has accumulated experience over many years, and its footprint has spread across 9 provinces and cities in China. It has more than 20 commercial projects that have opened, are under construction, or are planned, with a total commercial construction area of over 1 million square meters. It has gradually formed several mature product lines: Huaqiang Center, a high-end business center in the city's core area; Huaqiang Plaza, a regional leisure shopping center; Huaqiang Xintiandi, a trendy cultural and entertainment theme street; and Huaqiang Letao Li, a characteristic commercial street in a bustling commercial area. The Shenzhen Bao'an Huaqiang Plaza, with a size of 100,000 square meters, which is about to enter the market, will be a representative of its new flagship commercial project.
Occupying the Core of Western Shenzhen
Creating a Highly Attractive Themed Commercial Complex
In the development trajectory of urban areas, there are always some commercial projects
as pioneers in upgrading business districts
that exist. They fill the gap in regional commercial supply with their large scale and one-stop services, and, relying on their core location, gradually grow into commercial landmarks as they coexist with the area.
Located in the new core area of western Shenzhen, Fuhai, Shenzhen Bao'an Huaqiang Plaza has a very obvious location advantage.
From a macro perspective, the Fuhai Dakaikou area where the project is located is a highland of Shenzhen's advanced manufacturing industry, with headquarters clusters of high-tech manufacturing companies such as Dajiang Laser, Pubo Medical, and China International Marine Containers.
Especially after the "expansion" of Qianhai, Fuhai has further become a forefront area for the integration of Shenzhen and Hong Kong's industry and city, which means that with the normalization of Hong Kong residents going north, the area will also attract more Hong Kong and Macao residents in the future.
In terms of specific location, the project is located at the intersection of Fengtang Avenue and Bao'an Avenue, two main roads in Bao'an District, Shenzhen. It is about a 10-minute drive from Fuhai West Station, and about a 15-minute drive from Shenzhen Bao'an International Airport and the International Convention and Exhibition Center. At the same time, the project is seamlessly connected to Tangwei Station of Metro Line 11, and Bao'an, Nanshan, and Futian residents can also quickly reach the project via the rapid metro line, making it a true TOD commercial complex.
In recent years, due to the continuous westward development of Shenzhen's urban layout, the residential atmosphere in the Dakaikou area has also gradually thickened. In terms of the surrounding area of Bao'an Huaqiang Plaza, in addition to its own large community, Huaqiang City, the project will also radiate high-quality residential communities such as Shenhang Happiness Garden, COFCO Phoenix Li, Huaqiang Bay Hui Apartment, and Tangwei Apartment, as well as 17 schools, including primary and secondary schools and kindergartens. Therefore, its main customer base will include not only high-tech talents and business elites, but also a large number of young, high-quality families.
Considering that the area has long had a shortage of large-scale commercial supply, while having high potential for business district growth, Bao'an Huaqiang Plaza has not been satisfied with simply creating a large and comprehensive project, but has fully combined its unique industrial advantages to create the first "Boonie Bears" themed shopping mall in China, bringing the imagination of "Boonie Bears embracing a beautiful life" to the public.
Activating Scene Power with IP
Frequent Highlights in Business Investment Promotion
At a time when micro-vacation has become a new lifestyle paradigm in cities, Huaqiang Commercial, in cooperation with Huaqiang Fantasi, has not only injected a light cultural and tourism attribute into the project by satisfying the imagination of a beautiful life, but also, to some extent, reveals that the integration of commerce and animation IP will not only be limited to check-in scenes, but will be a more "fun" commercial paradise. After all, the Fantasi theme parks created by Huaqiang Fantasi have entered dozens of cities in China and have successfully expanded to several countries and regions.
Shenzhen's first sky garden-themed mall, exploring the deep integration of nature and IP
Bao'an Huqiang Plaza, a city complex with a total construction area of approximately 880,000 square meters, including 100,000 square meters of commercial space, covering one underground floor and six above-ground floors. It is worth mentioning that the project adopts a dual-first-floor layout and creates a cross-level escalator at the main entrance on the first floor that leads directly to the fourth-floor sky garden. This not only reserves a special space for linking IPs but also provides consumers with a secret garden where they can experience outdoor trendy life and relaxed socializing 24/7.
At the same time, to echo the core spirit of the animated IP's protection of nature, the project has also specially created a Flowery Plaza, a fantasy gallery tunnel, a children's tree hole, and a precious red bean cedar art installation, evoking people's yearning for a beautiful natural life; as a "Bear Haunted" themed mall, not only are the IP sculptures of Xiong Da, Xiong Er, and Guang Tou Qiang throughout various locations, but the project also strengthens consumers' sense of immersion through themed spaces such as Xiong Xiong Canteen, Xiong Xiong Paradise (a highly popular themed children's park under Fantasi), and Qiang Ge's Research Institute.
One floor, one theme, strengthening the attractiveness of IP-related businesses
In terms of overall business types, Bao'an Huqiang Plaza plans 22% flagship stores + 38% catering + 20% retail + 20% supporting facilities, and adopts a one-floor-one-theme plan, allowing customer groups with different needs to quickly find their place.
◎Among them, the B1 floor is mainly dominated by the large Weisheng Select Supermarket, meeting the daily comprehensive needs of family customer groups;
◎The L1 floor is positioned as quality life, with regional flagship stores and first-in brands, and introducing trendy clothing, outdoor, and retail and catering that match the youth magnetic field;
◎The L2 floor is positioned as oxygen-rich aesthetics, focusing on improving the proportion of trendy products and fashion retail;
◎The L3 floor is positioned as colorful and childlike fun, introducing a "Bear Haunted" IP-themed Xiong Xiong Paradise (a highly popular themed children's park under Fantasi) of over 1600 square meters, and arranging children's retail, education and training, and parent-child social experience businesses, greatly filling the gap in high-quality one-stop children's spaces in the area;
◎The H floor is the Flowery Plaza, accessible from the first floor via a cross-level escalator. This floor's open space will focus on scene-based and social catering, including the IP-themed restaurant Xiong Xiong Canteen, creating a trendy play area and social gathering place full of youthful energy;
◎L5 is positioned as a refreshing terrace, introducing the flagship store Feinia Fitness Club and other sports and fitness, entertainment experience, and new-style gourmet catering businesses, creating a third space for urban elites to experience a healthy lifestyle;
◎L6 further strengthens the family social atmosphere, introducing flagship cinemas, gathering-type catering, etc., under the theme of enjoyable experiences.
Many heavyweight brands have entered, and the leasing rate has exceeded 80%. The unique space scenes, the strong attracting power of the "national IP", and the clear business planning have allowed Shenzhen Bao'an Huqiang Plaza to quickly receive olive branches from major high-quality brands since the launch of its leasing program. It is reported that the project currently The overall leasing rate has exceeded 80% This shows its brand appeal under the support of its cultural and entertainment IP resources.
Judging from the currently revealed brands, in terms of flagship stores, the project has introduced Weisheng Select Supermarket, Zhongying Nanfang Cinema, Xiong Xiong Paradise (a highly popular themed children's park under Fantasi), Feinia Fitness, TT Billiards and Chess and Cards, and Phantom Canopy Arcade, etc.
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In terms of catering, Wu Zhuang, Tai Er Pickled Cabbage Fish, Tan Yu Grilled Fish, Wa Lai Da Perilla Beef Frog, Xiao Chai Huo Hunan Cuisine, La Tian Tian Stir-fried Yellow Beef, Fei Kao Wu Rao Self-Service BBQ, Jiangnan Ye Lin Coconut Chicken, Zhe Huo Zhe Zhe Pot, Jiu Shi BBQ, Starbucks, Le Kaisha Pizza, Heytea, Nayuki, Karma Prince, McDonald's, Tian You Ka Tang Shui Shop, and Ba Tiao You BBQ have already entered;
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The current retail brand matrix includes Urban originals, Lesha'er, Yichun, Senma, Xiyu, Qipilang, POLO WALK, Lukfook Jewellery, China Gold, Chow Tai Fook Jewellery, Boshi Glasses, LOHO Glasses, Lushang, Weiying, YAGE, Watsons, Huawei HES authorized experience store, Xiaomi Home, Honor, OPPO, etc;
In addition, supporting brands such as Hexianggong Health Club, Lesika, Xingmei E-sports, Xi Ya Tu Children's Handmade Creative Workshop, JUSJAZ Street Dance, Zebra Talent Star Children's Intellectual Handmade, Xiao Ganju Calligraphy and Painting Education, Xingying Roller Skating, Precision Star Player Youth Basketball Club, instyle.color me color hairdressing, Siyu hair care, and iFLYTEK AI learning machine have successively entered, helping to upgrade consumption in the area while also attracting more brands of beautiful lifestyles to establish themselves here.
"Striking a chord" demonstrates operational capabilities
Western benchmark opening countdown
Today, focusing on operations has become the key to maintaining the vitality of commercial real estate throughout its life cycle, and IP-themed shopping malls are no exception. Shenzhen Bao'an Huqiang Plaza, which is well aware of this, has demonstrated its Comprehensive operational strength of culture + commerce 。
At the beginning of this year, Huqiang Commercial made its debut at the InterContinental Hotel at the International Convention and Exhibition Center with a brand salon themed "Boundless·New Life." During the event, through the scene creation of the "Bear Haunted" IP and situational interpretation of talk shows, it depicted warm, interesting, and beautiful life scenes for the public, making Bao'an Huqiang Plaza popular even before its opening and highly anticipated.
It is reported that after the project opens, the "Bear Haunted" IP will continue to co-create with the project and brand owners, and will extend in multiple dimensions, including scene creation, theme parks, product peripherals, brand co-creation, film operations, and media promotion, bringing rich emotional value to consumers and allowing this "Bear Haunted" themed shopping mall to have continuous content growth.
In my opinion, in the new cycle of commercial real estate, only operators with cross-border resource advantages and continuous content output capabilities can adapt to the ever-changing needs of the market and consumers.
Focusing on the Shenzhen commercial market, there are not many large-scale projects entering the market this year. In addition to filling the gap in consumer demand, the 100,000-square-meter Bao'an Huqiang Plaza also has many explorations in terms of open space, natural commerce, cultural IP, and night economy, and it is expected that it will become popular upon opening.
Judging from the currently released investment promotion information, the combination of IP-themed leading brands and regional flagship stores has a certain advantage in attracting more high-quality brands, and its opening results are worth looking forward to. Most importantly, as Huachang Commercial's new flagship project, Bao'an Huachang Plaza's "accumulated strength and sudden emergence" entry into the market will not only change Huachang Commercial's ranking in Shenzhen's commercial market, but will also directly press the "accelerator" for the construction of a world-class business district in the international convention and exhibition business district, profoundly changing the commercial landscape of western Shenzhen.
2024 China (Zhengzhou) Tourism, Leisure and Entertainment Industry Expo
(and China Zhengzhou Amusement Facilities and Equipment Expo)
Will be held at the Zhengzhou International Convention and Exhibition Center
500+ exhibitors to help you build a one-stop shop,
upgrade the new scene and experience of cultural and entertainment tourism!
Click the poster below to view details↓↓↓
