On October 1, the first day of the opening of Kunshan Huaqiao SCE World City, more than 250,000 people poured in, and the permanent population of Huaqiao Town was only 330,000.
Huaqiao Town, as the "Shanghai-Suzhou bridgehead", is China's economic leader Shanghai on one side, and Kunshan, China's strongest county on the other hand, driven by them, Huaqiao's economy is strong, GDP is higher than many cities, it is the sixth strongest town in China's economy, and is known as the "king of Shanghai".
With a commercial area of 170,000 square meters, SCE World City is the first real shopping center in Huaqiao. The people of Huaqiao can't wait to see its true face, and they have been waiting for more than 3 years since the day Zhongjun took the land.
In December 2020, China SCE won the commercial core area of Huaqiao, where two subway lines intersect, two subway entrances are directly connected, and even a special subway passage corridor has been built to connect to the second floor of the mall without barriers.
China SCE did not disappoint the people of Huaqiao, the opening rate of World City has reached more than 95%, there are more than 300 brands, if each store is 5 minutes to shop, it takes 24 hours to complete.
Among these brands, more than 90% of them are coming to Huaqiao for the first time; More than 50% of the brands have landed in Kunshan for the first time.
On the opening day, the sales performance of World City reached 15 million yuan, and more than 80 brands set city sales records.
SCE World City will not only change the lives of people in Huaqiao, but also rewrite the business pattern of western Shanghai. From the day it opened, SCE World City has been the real Huaqiao Center.
On the opening day, everyone who passes by the main entrance of China SCE World City will be shocked by the 1,000-square-meter true naked-eye 3D display. The screen is almost the size of three basketball courts, and the astronauts in the picture pounce on them, bringing unprecedented visual impact.
In terms of screen area, this is the second largest true naked-eye 3D display in China, and behind it are the top shopping malls in China, such as Beijing Wangfujing Department Store, Chengdu Sino-Ocean Taikoo Li, and Chongqing Jiefangbei Commercial Building.
SCE's attention and confidence in Huaqiao World City can be seen.
In 2024, when the shopping center is not in a recession, it can attract so many stores to land in Huaqiao because of the special business model of China SCE World City——
The shopping mall selects the retail selection of Gao Ole and provides high-quality and cost-effective commercial content through "selection, editing, and recommendation".
SCE World City operates retail stores in an outlet model, attracting sports giants such as NIKE and Adidas to open directly operated stores here, you know, these two giants only open single-digit direct stores in the country every year.
有了巨头坐镇，更多零售商铺顺利进入。 COACH、I.T., PINKO、DEGAIA、MarcO'Ball等国 DEGAIA、MarcO'Ball Hey, he's got a lot of love.
The discount they give to World City is also unprecedented. For example, a PINKO classic women's shoulder bag, during the opening of Huaqiao World City, after superimposing all the discounts, only costs 985 yuan, and this product is priced at 3100 yuan in Taobao flagship store.
Compared with other ordinary shopping malls, the retail proportion of Huaqiao SCE World City is obviously much higher, and among the more than 300 shops, outlet retail accounts for nearly 50%.
At present, retail, which is regarded as a problem for shopping malls by the industry, is the traffic entrance in China SCE World City.
On the basis of retail outlets, Huaqiao SCE World City has added a wealth of catering and experience formats. In downtown Shanghai, which usually takes more than 2 hours to queue for more than 2 hours, Yixu Sukiyaki, Ant Cave, Cube Iron, Aokitai, Jiangnanli, etc., they were introduced to Huaqiao for the first time, with more than 120 online celebrity catering stores and more than 30 experiential stores, creating a truly one-stop consumer experience.
What surprised the people of Huaqiao was not only the naked-eye 3D large screen at the main entrance, but also the original ecological "Jiangnan Theme Water Street" on the sixth floor of the shopping mall.
There are four theme spaces in Water Street, looking at the mountain, entering the mountain, playing in the water, and asking the spring. The shape of the shop is a Jiangnan dwelling. The shops are scattered and lined up, and between the mountains and rivers, there is a 15-meter arch bridge, and the most eye-catching is the 14-meter-high theater building spanning the 5th and 6th floors of the mall.
Kunshan, where Huaqiao is located, is the hometown of Kunqu Opera, how can there be no theater?
In this way, China SCE moved the theater building with the landscape, a complete Jiangnan town, into the shopping center, and they wanted to use this way to show the territorial culture of Huaqiao. It is reported that in this Jiangnan theme water street alone, China SCE has invested more than 10 million yuan.
Regarding this Jiangnan Water Street, a user on Xiaohongshu wrote, "It has refreshed the cognition of the shopping mall, it is too distinctive."
The introduction of the "Jiangnan Theme Water Street", together with the flying ladder from the 2nd to 6th floors of Unicom Shopping Mall, also further solves the traditional vertical flow of people in shopping malls.
Outside the shopping mall, SCE has created a "Lohas Lane", which is built in the traditional Hui architectural style, combined with the business model of single-family buildings, breaking through the framework of traditional stores and creating a social space with high emotional value.
In the space design of Huaqiao World City, there are still a lot of invisible investments. From the material of the shopping mall floor, the air volume of the central air conditioner, to the photometric adjustment of the lighting, there is a scientific basis.
The people of Huaqiao are lucky, they have not only a world city, but also an outlet, a food market, a parent-child paradise, a sports center, and even a Jiangnan water town and a big theater.
On August 30th, the final stage of the project preparation period, Huaqiao SCE World City did an event. Almost all the merchants in the World City made an appearance, not for marketing promotion, but to participate in a huge job fair.
The organizers are the Party and Mass Work Department of Huaqiao Economic Development Zone and the human resources market under the jurisdiction of Kunshan Human Resources and Social Security Bureau.
On the same day, the merchants' booths provided more than 2,000 jobs, attracted nearly 1,000 consultations, and continued to recruit more than 1,500 employees.
It is foreseeable that the future World City will be the flow center of Huaqiao.
SCE World City can provide Huaqiao with far more than just shopping and leisure, as well as jobs and greater economic potential in the future.
The unveiling of Huaqiao SCE World City has added a new communication channel between Shanghai, China's economic leader, and Kunshan, China's largest county.
This can be seen from the source of consumers on the opening day of the World City, not only the residents of Kunshan city and the citizens brought by Suzhou Metro Line 11, but even many people in West Shanghai also take Line 11 and come here. Generally speaking, Shanghainese people will not go to Huaqiao to consume.
But don't forget, Huaqiao World City is the most distinctive outlet mall in this area, and there is no similar model in the whole of Huxi and Nanxiang.
Not to mention the giant glasses-free 3D display and configurations like Jiangnan Water Street. The vision of Huaqiao Zhongjun World City is far more than Huaqiao, they want to radiate Kunshan City, Suzhou, and even the entire Line 11 along Shanghai.
According to the China Association of Department Store Commerce, in 2023, the outlets format will increase by about 9.5% year-on-year, and the number of notes related to outlets on Xiaohongshu will be nearly 1.5 million——
"Go to Ole to sweep goods" is becoming a new fashion for young people.
Under the market anxiety of "consumption downgrade", Outlet bucked the trend and became one of the most advantageous offline retail formats in 2023, even during the epidemic, the passenger flow density of Outlet was always higher than that of shopping malls.
SCE Commercial Management realized early on that "famous products + discounts" is the standard model of traditional outlets, but it is not the only paradigm, and it is necessary to establish its own differentiated advantages to do business.
The "City Outlet", which perfectly integrates "exquisite department stores" and "shopping malls", is the original answer of China SCE Commercial Management.
Shopping malls provide "fields" and department stores provide "goods", and the integration of the two can achieve a more experiential sense than traditional outlets and more cost-effective than shopping malls.
In the West Chang'an Zhongjun World City in Mentougou, Beijing, this model has been proven in practice, and now, it has been further upgraded and landed in Huaqiao.
Ole model, must understand the goods, in the SCE business management, they require every business personnel to understand the brand, understand the goods, therefore, the management of the merchants, meticulous to the number of goods, style classification, discount strength, the combination of new and old proportions, sample display, discount guidance, etc., the daily training of merchants, they will be refined to the floor to hold, in addition, the store's vision, display, LED screen, advertising space, and even the lintel of the door, also have a set of mature standards, before the opening have undergone polishing again and again.
Huaqiao is not the first commercial masterpiece of China SCE Commercial Management.
In Quanzhou SCE World City, the brand adjustment rate of more than 20% will be maintained every year to adapt to the changing market. In recent years, SCE has been the first to introduce a traffic brand to a shopping mall in the local area, and the exclusive entry of international cosmetics and international watch brands has driven the upgrading of the project's retail brand, truly becoming the leader of the "Greater Quanzhou" business and the first choice for the brand to enter Quanzhou.
In Beijing International Trade CBD World City, they did business under the nose of SKP, and with the differentiated "night economy" positioning, they brought in Haidilao's first technology smart store, where restaurants, bars and taverns gathered, creating Beijing's first "wine alley" and printing a business card in China's most valuable business district.
When asked how they see the future operation of the Huaqiao project, the SCE business management team said that Huaqiao SCE World City is not only a shopping mall, but also a new commercial landmark that can experience consumption changes and have more unique charm together with many merchants in this city with a history of thousands of years.