During the recent National Day Golden Week, Shanghai’s Jing’an Joy City achieved a remarkable milestone: a total footfall of over 800,000 visitors, marking an 18% year-on-year increase, and total sales exceeding RMB 92.1 million, a substantial 35% year-on-year growth. Notably, Jing’an Joy City hosted 10 stores ranked as national best-sellers and 60 as Shanghai’s top sellers, which underscored its great popularity and solidified its position as a highlight in Shanghai’s business landscape.
What has driven the standout appeal of Jing’an Joy City?
Super IP matrix: Crafting an influential customer-attraction hub
The core driver behind Jing’an Joy City’s success lies in its long-established reputation as a “super IP launchpad”. This holiday, it elevated into a multi-IP, high-density, deeply engaging “relay race”.
Breadth and depth combined
From household anime like Pokémon and Detective Conan to blockbuster games such as Genshin Impact and Identity V, over 20 major IPs spanned key communities, including anime, gaming, and fashion, maximizing visitor reach.
A closed loop of showcasing, experiencing, and consumption
The 13 flash events went beyond mere showcases and became immersive spaces combining exhibitions, interactions, and exclusive merchandise sales. Data shows total flash event-related sales exceeded RMB 16 million, up over 66% year-on-year.
Empowering businesses to create an interconnected ecosystem
Jing’an Joy City extended the IP momentum throughout the mall. A total of 55 on-site anime-themed stores leveraged this trend to attract large crowds of consumers, achieving total sales of over RMB 16.8 million, a year-on-year increase of more than 50%, establishing a virtuous business ecosystem of “IP-driven traffic – flash event conversion – business synergy”.
Diverse business types integrated to create all-day consumption scenarios
While IPs magnetized foot traffic, the mall’s rich mix of business types and scenarios retained consumers and stimulated consumption. Jing’an Joy City has crafted an all-day, multi-dimensional consumption experience through the combination of diverse business types.
“Super-Love Market” promotional campaign
During the holiday period, Jing’an Joy City partnered with on-site stores to launch the "Super-Love Market" festive promotion, offering discounts such as cashback on specified retail purchases and member points redeemable for gift vouchers.
“Night Bites Rooftop”: Energizing the nighttime economy
The “night bites rooftop” shone brightly this holiday, becoming a hotspot where vibrant street life met youthful energy. With both new and old dining venues rolling out fresh offerings, the rooftop was transformed into a premier destination for Shanghai’s nightlife, attracting social contact- and quality life-seeking customers, extending their stay, and boosting food and related consumption.
Cross-industry collaborations: Expanding traffic reach
Through partnerships with brands like DiDi, Industrial Bank, and China Construction Bank, exclusive discount coupon bundles were launched. These not only provided customers with additional perks but also enabled cross-platform traffic exchange, securing customers early through travel, finance, and other scenarios, thereby broadening the customer base.
As one of Shanghai’s most popular and innovative commercial landmarks, Jing’an Joy City achieved dual growth in foot traffic and sales during this Golden Week, driven by its “IP contentization + diversified scenarios” strategy. Looking to the future, Jing’an Joy City will continue to deepen its four major labels of “Internet celebrity catering gathering place”, “new benchmark for night economy”, “super IP launchpad", and “hub for new retail trends”, and bring more surprises to Shanghai consumers through continuous content renewal and experience upgrades.