来源 | 赢商网（ID：winshang）
Author | Winning Merchant Treasure Celestial Group
Image Source | Unless otherwise noted, all others are taken by Winshang.com
Recently, two new malls have opened in Hong Kong – YOHO MIX and YOHO PLUS in Yuen Long, New Territories, Hong Kong.
YOHO MIX and YOHO PLUS are YOHO Malls under Sun Hung Kai Properties, and together with the original YOHO MALL Mall (Phase 1 + Phase 2), they form the YOHO brand metropolitan area, making it the largest flagship mall in the Western and Northern New Territories metropolitan areas. Thereinto:
- YOHO MIX Yuandian: Focusing on the youth market, with a floor area of nearly 110,000 square feet (about 12,000 square meters), introducing more than 70 brands;
- YOHO MIX Plus: Construct a comprehensive educational space for the new generation, with a floor area of nearly 40,000 square feet (over 4,400 square meters) and more than 40 shops;
- YOHO consists of 4 shopping malls (Shape Point Phase I, Shape Point Phase 2, Yuan Dian, and Plus Point): with a total retail area of 1.2 million square feet (about 133,000 square meters), more than 430 brands, 130,000 square feet (about 14,000 square meters) of green space and 8 themed public spaces.
It is reported that on the opening day, the mall attracted a large number of consumers and became popular. It has also received a lot of praise on social media such as Xiaohongshu and IG, and has become one of the latest popular shopping malls.
Sun Hung Kai Properties revealed that it is expected that after the entire YOHO brand metropolis is fully put into service, the daily passenger flow will reach 180,000 and 160,000 on holidays and weekdays, and the monthly traffic will exceed 120,000 flights.
Image source: The official website of the project
What's so special about this mall located in a non-core business district? What are the tricks behind the high popularity? What are the lessons to be learned from mainland commercial projects? With questions, Winshang.com stepped on the market to find out.
Non-core business districts can also be applauded and applauded
Convenient transportation and humanized facilities are "nirvana"
Close to the border and connected to the subway, the surrounding citizens and mainland tourists "won both"
Although the project is located in a non-core business district in Hong Kong, it is connected to Yuen Long MTR Station (Exit C/K/F), and the mall can be accessed through a flyover after getting off the MTR. In addition, the mall is close to the port gate, and there are point-to-point direct buses from major ports in Shenzhen (about 20 minutes) and more than 20 areas in the Greater Bay Area. There is also a ticket point for Yongdong Bus in the mall, which is convenient for tourists to travel to.
The entrance to the subway and the mall
Yongdong Bus ticket counter at the venue
The geographical location and convenient transportation make the mall not only attractive to local residents, but also the first choice for many mainland tourists.
In addition to the popularity on the opening day, even on the weekday (Friday) on the day of the small editor's listing, from morning to afternoon, the mall is quite popular.
The large flyover is seamless, and you can visit 4 malls without leaving home
From the YEN LONG SUBWAY STATION C/K/F exit, you can use the flyover to lead to YOHO MIX Yuandian, YOHO MALL Shape Point Phase I and YOHO Mall Shape Point Phase 2 respectively, and the four shopping malls are seamlessly connected by flyovers, consumers can shuttle through the four malls at will without going outside, without sun and rain, and can avoid the situation of finding a way outside, saving time, effort and convenience.
The bridge is designed with floor-to-ceiling glass, so you can enjoy the scenery of Yuen Long and learn about the weather and road conditions outside. In addition, the flyover can also lead to the original famous food street Youxin Street, which is convenient for tourists to check in.
Look outside through the floor-to-ceiling glass of the flyover
8 major theme facilities to attract and retain customers
As one of the highlights of the project, the public space of the mall has also been carefully considered. The project has created 130,000 square feet (about 14,000 square meters) of green space and 8 themed facilities, including:
- Egret Garden (1st Floor, Phase 1 of Xingdian Mall): Covering an area of more than 3,000 square feet (over 300 square meters), it is built with the concept of "people, forests and water birds", with different theme decorations and a dining area on a regular basis.
- Pet Park (1st Floor & G/F, Phase 1 of Xingdian Mall): Covering an area of 8,000 square feet (over 880 square meters), it spans two floors and is divided into three pet zones: "Cute Pet Car Rest Station", "Cute Pet Parent-Child Charging Station" and "Cute Pet Adventure Station". In addition to cats and dogs, there are also discharge facilities for parrots and turtles.
Image source: The official website of the project
- Insect Park (2nd Floor, Phase 1 of Xingdian Shopping Mall): An outdoor playground with cute insects as the theme, a good place for children to discharge.
Image source: The official website of the project
- Bicycle Station (Ground Floor, Phase 1 of Shape Point Shopping Mall): An outdoor bicycle station built in conjunction with the completion of the Tuen Ma Line Bicycle Lane, providing multiple bicycle parking spaces, self-service bicycle maintenance, tire pump facilities, leisure seats and other supporting facilities.
Image source: The official website of the project
- Underground Garden (Ground Floor, Phase 1 of Xingdian Shopping Mall): Adjacent food and beverage brands all have outdoor dining areas to create a casual dining experience.
Image source: The official website of the project
- MIX Hall Outdoor Plaza (YOHO MIX Yuandian Outdoor Plaza): Integrating the bustling shopping mall with the green landscape, it will create a concentration of music and art performances and a base for consumer leisure and cultural exchanges.
- Lollipop Park (YOHO MIX Underground Floor): A lollipop-themed outdoor playground that attracts children with colorful designs.
- Light and Shadow Promenade (1st Floor, YOHO MIX): The all-weather air-conditioned flyover connects to Exit C of MTR Yuen Long Station, with digital interactive design, allowing consumers to feel as if they have entered a vibrant and young fashion world through here.
The mall accurately grasps different customer groups through different themed public spaces and public facilities to attract and retain customers. For example, the pet park has attracted many pet lovers to take their pets to the mall, the outdoor playground has attracted children, the outdoor square where various activities are held, and the leisure and comfortable egret garden have become the stronghold of young people.
At noon on the day of the small series of plates, many parents took their children to play in the lollipop park. In the afternoon, there are many young people in the outdoor square to check in the four giant cute beast installations and the amphibian and reptile ecological museum in the outdoor square.
A complete lineup of brands and quirky events
Inexplicably "poked" the needs of young people
430+ brands and 80+ restaurants were introduced in the audience, and the content of mainland brands was a bit much
As the largest flagship shopping mall in the West and North of the New Territories, the project also has a complete brand lineup. According to the official introduction, the project has introduced more than 430 brand merchants and more than 80 food and beverage outlets, covering beauty and cosmetics, jewelry, home appliances, fashion and sportswear, baby products and health products.
▶▶ The first phase of YOHO MALL focuses on the introduction of brands with high customer unit prices, focusing on high-end cosmetics and skin care brands such as Dior, Chanel, Clarins, SK-II, and watch and jewelry brands such as Rolex, Chow Sang Sang, and Pandora. At the same time, it also offers fast fashion brands such as MUJI, ZARA, and Uniqlo, as well as fashion sportswear such as Calvin Klein, MLB, and FILA; Toys "R" Us, Primeval Organic, JP Living Style, and other maternity and baby products and home furnishing brands can also be found here.
The brands introduced in the second phase are more popular, and more focused on life services, and the introduction of Baoda Food Supermarket, Sasha, Wanning, Miming Life Department Store, Xiaomi Home, Suning, China Mobile, Beijing Tong Ren Tang, CD WAREHOUSE Music Square, Cleaning and other brands, personal care, clinic pharmacy, kindergarten, department store supermarket, flower market and other needs can be met.
▶▶ The newly opened YOHO MIX is mainly focused on catering and retail, and the newly opened 10+ catering brands have attracted a large number of customers in the meals, bringing together Hong Kong time-honored brands such as King Bread and Yuen Long Hop Hing, as well as casual dining such as Mellow Brown Coffee by UCC and Lady BoBo, a bubble tea shop in Hong Kong, China, as well as snack stores such as 759 Ashin House and Bears & Friends.
However, there are still many merchants waiting to be opened, some stores have put goods on the shelves, and some stores are in the stage of renovation and construction.
YOHO PLUS is mainly based on education and training, life services, and the current customer flow is significantly less than that of other shopping malls in the YOHO series, with less than 10 merchants such as Little Prince Art, Fa Regeneration, and Maxim's MX opening their doors to welcome customers. A large area of the venue is still fenced, and popular gourmet stores such as Hong Kong chain restaurant Dumpling Lane and Philippine french fries specialty store Potato Corner will open in the second quarter, and a number of mating institutions are also preparing to open, which is believed to attract more surrounding family customers in the future.
It is worth mentioning that this time, YOHO MIX has introduced a number of familiar popular brands in the mainland, including the already opened MINISO and Minami Hot Pot Tea Break, as well as the soon-to-open Taier Sauerkraut Fish, Fufuland Raw Milk Soufflé Specialty Store, and Lemon Season Handmade Lemon Tea.
Exotic pet life market, amphibian reptile ecological museum, cute pet float parade... Create "uncommon" campaigns to appeal to younger consumers
Giant dinosaurs, 20+ rare amphibian reptiles, cute pet floats parade...... In June, the opening of YOHO MIX and YOHO PLUS held a series of novel and fun activities. Especially the theme of exotic pets, which is not common, many consumers said that it is "particularly interesting".
▶▶ Exotic Pet Party: In the YOHO MIX outdoor plaza, water dragons, giraffes, small thorn beasts and fat beasts, four 7-meter-tall giant cute beasts of the Dino family have become Internet celebrity check-in points, and the outdoor lighting is also very eye-catching after dark.
At the same time, it will bring 9 close-up party experiences, and the amphibian and reptile ecological hall will have "0 distance" contact with 20+ rare varieties of exotic pets; There are also different pet daily life market, different pet free clinic day, different pet love adoption day, tortoise crawling competition, amphibian reptile beauty pageant, miniature ecological bottle workshop......
▶▶ Pet Float Tour: 3 shows in a row! A group of cute and foul "hairy children" took 9 special cute pet floats to interact with customers, and professional dancers brought the tour.
▶▶ Regal Ice Cream Trucks: On the first weekend of June and the Dragon Boat Festival holiday, ice cream trucks will arrive at designated locations to distribute free ice cream, marshmallows and balloons, and consumers who participate in the relevant activities can also receive brand coupons or samples.
Source: Little Red Book, Yuen Long, Hong Kong
Behind the applause and popularity of Yuen Long's YOHO shopping mall, there are several key words hidden:
Convenience is the first element: including convenient transportation (direct access to the mall by subway and direct access by bus), convenient shopping (complete brands and rich categories), and daily shopping needs can be met without going to the city center;
Fun is a weapon to attract fans: create a number of outdoor amusement parks and leisure and entertainment spaces, and accurately "grasp" family customers; Uncommon marketing activities make young people can't help but check in;
Humanization is a plus: the flyover seamlessly connects several commercial entities without the need for sun and rain; "Humanized" public facilities such as pet parks and bicycle stations attract many "pet lovers" and "cyclists".