Das neue Einkaufszentrum, das von jungen Leuten gerne besucht wird, hat fünf "unerlässliche Tricks" für die Gewerbeanmietung.

Despite the ups and downs in the industry, there is never a shortage of new blockbuster shopping malls.

According to Winshang Big Data, in 2024, there were over 430 newly opened centralized commercial projects nationwide, with a total new commercial floor area of approximately 34 million square meters. Among them, a number of new "top - tier" malls emerged, such as Xi'an Mixc City, Shenzhen Vanke Plaza in Bantian, and Shanghai Gate M at the West Bund Dream Center.

The secret to their success lies in breaking through traditional paradigms. They are empowered by keywords such as cultural experience, digital art, ultra - segmentation, curatorial thinking, and social attributes to create highly differentiated characteristic business scenarios and stimulate new consumption vitality.

01

Increasing Investment in Cultural Experiences and Cutting - edge Technologies

Building a New "Spiritual" Territory

Shopping malls are not only consumption venues and lifestyle centers but also "cultural energy fields". New malls increase investment in local cultural and creative products and experiences similar to temples or museums, establishing an emotional connection with consumers and strengthening consumers' "spiritual sense of belonging" to the place.

The cultural and creative collection store jointly created by Xi'an Mixc City and the cultural and creative brand Shansong is particularly innovative. Inspired by the Tree of Life IP, it extends the imagination and includes elements such as the Tree of Life, ginkgo leaves, Silk Road gardens, Tang poems, and other Shaanxi cultural elements to develop a series of cultural and creative peripheral products. Products like Terracotta Warrior bookmarks, chess sets themed on the Qin Empire, and grape - flower - bird - patterned sachets form a series of local - characteristic cultural and creative products, making the entire store resemble a mini - museum.

Image source: Official project channel

The first Sanxingdui - themed cultural and creative experience museum in China opened at Tianfu International Animation City. The museum is divided into three floors: the first floor is a cultural and creative experience store presenting Sanxingdui and ancient civilizations, along with a coffee break area called "Duiduidui"; the second floor features a VR large - space immersive exploration exhibition of the achievements of the project on tracing the origin of Chinese civilization - "How Civilization Came into Being"; the third floor is not yet open and will serve as a research and study center in the future.

Image source: Official project channel

THE BOX Chaowai Block B introduced the flagship store of Fululu, a cultural and creative consumption brand that skillfully integrates traditional Chinese culture with modern design. Mainly using colored glaze as the material and combining ceramics, crystal, braided ropes, and other diverse series, it presents colorful cultural and creative accessory works, which caters to the current preference of young people for traditional culture and temple bracelets.

Currently, Fululu is expanding rapidly and has entered many shopping malls, such as Shanghai Jing'an CP, Beijing Wangfujing Joy City, Changsha Mixc City, Hangzhou Center, and Shenzhen Mixc World.

Image source: Official project channel

Under the sensory stimulation cultivated by short - videos and games, consumers are prone to aesthetic fatigue from relatively static beauty display exhibitions. In contrast, the surreal experience created by "cutting - edge technology + art" has become a traffic entrance for new malls to occupy the WeChat Moments and Xiaohongshu of young people due to its natural "sharing and dissemination nature" for check - ins.

The first Chinese store of the digital art social space MADVERSE brought by THE BOX Chaowai Block B opened recently, with music, art, design, and catering as its core. The first immersive digital art video work after its official operation, "Shan Hai Jing: Day and Night Without End", brings a unique and immersive experience through imaginative and futuristic digital art visual language and sound narration.

Image source: Official project channel

AARK SPACE at Shanghai Gate M at the West Bund Dream Center focuses on the five - sense experience, integrating cutting - edge digital technology and art to create an immersive future space beyond reality. Through technological means such as immersive lighting, spherical screen naked - eye 3D, interactive sensing devices, and AI algorithms, it redefines the relationship between people and space.

The first immersive spherical screen interactive exhibition in China, "Garden of the Future". Image source: Official project channel

02

Enhancing the Diversity of Dining

Exploring Ultra - segmented Categories

Consumers in high - commercial - power cities have shifted from "eating to fill the stomach" to "eating well", pursuing scarce experiences, cultural attributes, and social values. Some new malls actively introduce niche dining brands, such as "local flavors + international expressions". For Chinese cuisine, they seek well - known chefs and experts, and for Western cuisine, they focus on segmented categories such as Spanish, Italian, and Turkish cuisines, meeting consumers' needs for "labeled identity recognition" through uniqueness.

Tapa Tapa, a sister brand of Lammes, a Spanish restaurant, has entered Shanghai Gate M at the West Bund Dream Center and Shanghai EKA·Tianwu. The West Bund Dream Center store combines classic Spanish red with the inspiration of the deep sea, allowing customers to immerse themselves in the romantic Spanish ocean atmosphere; the EKA·Tianwu store is located in a broad and retro red - brick building on the 1st floor of the "Power Workshop", integrating the magical concept of Master Gaudí and the architectural style of the southern Spanish coast, adding a sense of surprise and mystery.

Image source: Official project channel

Shanghai PAC Shopping Center has introduced many small and charming dining establishments, such as:

The first Shanghai stores of well - known foreign restaurants: Tvino, a new Spanish traditional - flavor tavern in Shanghai, and Sultan, a Turkish restaurant inheriting more than a hundred years of Turkish food culture;

Innovative sub - brands under well - known brands: Zifu·Xiaoguan, a new brand under the well - known Cantonese restaurant Zifu Hui in Shanghai, which focuses on Nantong seafood and Chinese yakitori; Wanhui·Shanye Huicai Bistro, a new brand under the new Anhui cuisine brand "Wanhui", which features the bistro concept; POMODORO by IL TEATRO, a new - concept brand launched by the CVL catering group; Sixi·Xiaoxian, a new - concept store launched by the Taizhou cuisine restaurant Sixi Catering; uni shushi Yundan Sushi, a sub - brand launched by the old - fashioned Shanghai omakase restaurant;

New dining brands led by well - known chefs: "Yueji·Authentic Shaoxing Cuisine Restaurant", a Shaoxing cuisine brand founded by Master Yu Bin, a well - known chef in the Jiangnan region, and his friends in the industry; "Jiuchu·Huaiyue", an innovative restaurant featuring Huaiyang cuisine as the main course and Cantonese cuisine as a supplement;

Innovative Chinese cuisine with a Western touch: "Capture", a Qingdao fusion cuisine brand, and "La Blanche", a trendy French charcoal - grilled bistro;

Internet - famous baking and dessert brands: Table a Deli by Bake No Title, a baking brand; MillHill, a high - value handmade dessert store from Xiamen; Bresca Bomboloni, a donut brand created by a Chinese - Korean team.

Image source: Official project channel

Shenzhen Dayun Tiandi has brought in some characteristic dining brands, such as "Pho 1945", a new French - Vietnamese cuisine brand under EPICE Longxiang; the first South China store of Yuchuan Xiaoguan, a Sichuan Zigong salt - flavored cuisine restaurant; the first Shenzhen store of eueu, a Huizhou coffee brand, in the "eueu nest" format; the first South China store of "Shanlai", a sub - brand of Yunshanji; and the first Shenzhen store of Thaiyeah.

eueu nest: With the concept of "building a nest", it is committed to creating a free space for the young population in the city and a new gathering place for the youth. Image source: Official project channel

Hangzhou Anfang·Shanzeli, positioned as a "youth comprehensive venue with surging power", has introduced many brands run by owners, including the first Hangzhou store of "Fuqiang Restaurant", a Wenzhou cuisine restaurant. The dishes in the store are divided into Wenzhou special - flavor dishes and Wenzhou "street - style" dishes, such as raw - marinated swimming crabs, steamed mud crabs with sweet potatoes, steamed pork with shrimp paste, pickled squid, spicy chicken gizzards, vinegar - cooked eggs... It respects tradition but is not confined to it.

Wuhan Qincheng Mixc has introduced "Shanye Banzh a·Yunguichuan Bistro" (the first store in Central China), "Merry, a borderless fusion restaurant featuring creative fresh vegetables and natural baking" (the first store in Central China), "LANGUOZI", a local food brand continuing the mountain - luxury style, with the unique sour - soup flavor of Yunnan and Guizhou as its soul; "Chushanxiao", which specializes in Hubei and Hunan cuisine, with a pot of lotus root soup evoking the taste of childhood; "Furong·Sichuan Cuisine Xiaoguan", where the chef has 30 years of experience in cooking Sichuan cuisine... It offers a wide range of Chinese and Western flavors from all over the country.

03

Creating Curatorial and Attraction - style Themed Blocks

Strengthening Spatial Memory Points

Currently, the role of themed blocks has transformed from revitalizing cold areas to becoming characteristic scene spaces that attract customers to shopping malls. New malls create curatorial and attraction - style themed blocks, accurately targeting specific customer groups by locking in high - net - worth car enthusiasts through vintage car culture, strengthening emotional connections with nostalgic food, and relieving urban anxiety with vacation - style scenes, thus strengthening spatial memory points.

Shenzhen Kaledo has created a highly characteristic curatorial car - culture commercial complex - Super Garage GARAGE on the B1 floor. The space planning revolves around the theme of the "Special Vehicle Exchange Center", creating a lifestyle related to vintage cars, including vintage car exhibitions, special - vehicle trading, car washing, beauty and maintenance, car modification, retail of modification parts, car - culture curation, a cigar and coffee club, and other commercial supporting facilities. It has introduced EvanJohn Car Maintenance Center, NIGHT’HAWKS and GARAGE Gallery, GARAGE Bank, and vintage - culture stores.

Image source: Official project channel

Shenzhen Wanfeng Coastal City has planned an experience block themed on Chaoshan elements - "Chaowei Jianghu". It has introduced brands such as Yizhi Lu'e, Lunniu Fresh Beef Hot Pot, and Haomen Restaurant. The rich - flavored Chaoshan cuisine soothes the hearts of wandering migrants. The unique fire - dragon dance design and the iconic lion - shaped building, which condense Chaoshan culture, have become new internet - famous check - in points.

Image source: Official project channel

Shanghai Huiju has introduced "City Bazaar" and launched a customized "Holiday" themed block with an area of nearly 5,000 square meters. Inspired by "travel and vacation", it has several eye - catching giant installations, as well as an open - style dining area in the shape of an airport terminal and a train. It integrates 5 themed scenes and more than 30 characteristic dining brands, including fast - food and snacks such as Jingmei Wuxi Noodle Shop, Micang Canteen, Poison Snake Noodle Shop, and Caogen Beef Shop, as well as baking and desserts such as Reqi Bingdian and Bread's Daily. It meets the daily "essential needs".