Over 1,000 music fans gathered in malls and stores where they showed support, and three major sports events attracted more than 2,000 spectators onsite... During last week’s National Day Golden Week, Shanghai Jiuguang Center themed its activities as “Trendy Holiday Park”. By leveraging fan economy, sports events, and art exhibitions, the center integrated culture, commerce, sports, tourism, and exhibitions to create a vibrant holiday consumption space for young consumers. According to statistics, sales at Shanghai Jiuguang Center increased by 10% year-on-year throughout the holiday.
Break business boundaries to create a new destination of consumer vitality
In response to the holiday economy, Shanghai Jiuguang Center broke away from the traditional shopping mall model, transforming from a single consumption space into a new vibrant hub offering integrated experiential value. By deeply integrating culture, commerce, sports, tourism, and exhibitions, the project created a holiday leisure and consumption destination tailored for young people.
Fan economy sparks “word-of-mouth” traffic
The deep integration of culture and commerce was the highlight of this event. This time, Jiuguang Center focused on the fan economy and ticket stub economy, collaborating with Steve Chou’s Baidu Tieba to plan a series of cultural experience activities supporting his Shanghai concert.
By setting up exhibitions of stars’ performance costumes, creating themed photo spots, and offering exclusive fan benefits, the project attracted nearly 1,000 fans from across the country to visit and engage. The design of exchanging concert ticket stubs for limited-edition peripheral products not only boosted on-site traffic but also sparked widespread organic sharing on social media, achieving precise community marketing.
Premier events establish the city’s “spiritual home court”
Jiuguang Center also stood out in the integration of commerce and sports. As the venue for the Opening Ceremony of the 2025 Shanghai International Sports Trend Culture Festival, the Jing’an Street 3x3 Basketball Championship, and the Jing’an Shared Court League Finals—hosted by the Shanghai Municipal Administration of Sports and Jing’an District People’s Government—nearly 60 teams and 300 players competed fiercely throughout the festival, attracting almost 2,000 spectators on-site. The high-profile events transformed Jiuguang Center into a regional “spiritual home court”, greatly enhancing visitors’ sense of participation.
Art exhibitions redefine the “micro-vacation” experience
Jiuguang Center has long focused on art culture, fashion trends, and interactive experiences. During the Golden Week, it launched the “Highlight Moment” [01]portrait art exhibition themed around “women’s power”. Additionally, the mall featured the “Treasure” and “Cloud-Dream Reverie”[02] exhibitions that were centered on Chinese aesthetics.
Since July, through ongoing art exhibitions and cross-industry collaborations, art has been integrated into everyday life, reshaping the cultural value of consumption spaces and offering consumers a “micro-vacation” experience with an aesthetic lifestyle quality.
At the same time, leveraging the Shanghai International Light Festival, Jiuguang Center offered customized photo spot gifts linked to the “Jing’an GO Consumption Band”, unlocking consumer potential with event popularity, transforming the consumption experience from simple “traditional shopping” into a multifaceted journey encompassing “cultural participation” and “exhibition visiting and interaction”. Residents were encouraged to deeply engage in events, which boosted repeated spending.
All-day, multi-channel approach to form a deepened consumption cycle
To consolidate the synergistic effects, from September 30 to October 8, Jiuguang Center organized the “Holiday Breeze Market”, featuring nearly 20 ultra-popular gourmet, pet-friendly, emerging domestic trends, and entertainment IPs and brands. These included Jiangnan Mizaoju, Green Train, Pianwajian X Weiyang, Rong Gather, VICINO, and Mahua FunAge’s “Triangle Theater”. They enriched the consumer experience and social space, while activating all-day consumption scenarios.
In terms of promotions, during the Golden Week, Jiuguang Center partnered with over 400 stores to provide group purchase vouchers at up to 17% off, gold purchases with discounts up to 110 yuan per gram, and gift-with-purchase offers on beauty products. These activities covered international fashion brands, outdoor brands, and high-end skincare brands. Meanwhile, the center launched cross-industry collaborations with DiDi, China CITIC Bank, Agricultural Bank of China, China Merchants Bank, and others to offer exclusive discount voucher packages. By engaging customers through multiple channels, including consumption, transportation, and financial scenarios, the center provided consumers with all-around surprise benefits.
Since opening in 2021 with nearly 260,000 square meters of commercial space, over 400 brands, and a mixed-use model of department stores, shopping centers, and office buildings, Jiuguang Center has enhanced the area’s commercial value and consumer offerings by adopting differentiated operations and leveraging complementary strengths with surrounding malls, meeting residents’ evolving shopping and experience needs. Moving forward, Jiuguang Center will focus on the core values of “quality, life, vitality, and aesthetics” to create relaxing, friendly, and vibrant consumption scenarios that embody local lifestyle aesthetics for quality-seeking consumers, transforming foot traffic into lasting engagement.
Shanghai Jiuguang Center
Location: 2188 Gonghexin Road, Jing’an District (next to Shanghai Circus World, Daning Park)
Opening hours: 10:00–22:00
[01]展览名称参考https://news.sohu.com/a/944619901_121123706
[02]展览名称参考https://baijiahao.baidu.com/s?id=1843128483426091570&wfr=spider&for=pc