Nanjing Vientiane World 'swing' state, let me analyze a business experiment of brand co-creation

Recently, a group of "giant butterfly" installations have exploded the circle of friends, and it is the third Vientiane World in the country that the industry peers are very concerned about - Nanjing Vientiane World . There are several huge colorful "butterflies" hovering above the core of the project. Such a direct and pure visual impact is impressive, which is also like the feeling this project brings to the market.

How high are Nanjing citizens' expectations for it, you can see when you open the little red book, from street advertisements, project building facades, introduced brands, and interior real shots, Nanjing citizens have recorded every dynamic of it. . During the opening period, there were also many comments on the Internet. For example, Nanjing Vientiane World "opened the eyes" of Nanjing's business, the emergence of Nanjing Vientiane World brought a new trend to Nanjing, and Nanjing Vientiane World was really "swing" and "Nanjing"... by This Wanshang Club wants to deeply explore, behind the rave reviews of Nanjing Vientiane World, what is new and where is it "placed"?

01

"No limit to pendulum"

Innovative marketing to achieve brand and project co-creation and win-win

Vientiane World has always adhered to the creation concept of "integrating the trend of urban spiritual culture". The Nanjing Vientiane World team began to deeply integrate with the city's spiritual culture when they first met Jinling, and refined the essence of Nanjing dialect culture. " .

Compared with the traditional business topic, it can be said to be a unique and innovative change of course by using the dialect "Place" as the topic of marketing to narrow the distance with the public. The integration of multi-dimensional, multi-level and multi-link allows the market to taste and chew repeatedly.

Nanjing Vientiane World

In order to accurately reach the young customer base, choose the social media platform that young people prefer, and conduct creative solicitation and topic marketing on Xiaohongshu, Douyin, Weibo and other channels. Topics such as me and #nanjing people like to talk about swaying caused a lot of participation, and the exposure of over 10 million levels also proved the precise targeting of Nanjing Vientiane World in the extraction of urban cultural emotions.

Taking the Douyin platform as an example, several Nanjing KOLs and KOCs received a surprise "airdrop check" from Nanjing Vientiane World, including several Nanjing Vientiane World high-energy pioneer brands, through the novel method of "board game + check exchange" To carry out brand publicity, it is more intuitive and accurate to narrow the distance between the brand and the user, and the created topic # Nanjing Surprise Airdrop has accumulated 1200W+ user exposure.

Use the power of new media to effectively empower high-level high-quality brands, achieve effective optimization of brand highlight communication effects by easy and creative means, increase consumers' awareness and interest in projects and brands, and harvest more vertical Target customer groups and convert them into effective members.

At the same time, the project cooperates with many tourism IPs in Nanjing to create "Urban Jinling" , and launched a hand-painted version of the city map. Through the project's own promotion and marketing, it will radiate the surrounding cultural tourism projects such as Confucius Temple and Xinjiekou. Members can enjoy exclusive discounts on popular resort hotels through Yidian Vientiane APP, buy limited travel gifts, etc., attracting rights and services, forming a distinct membership system label.

In addition, the project also has a bright spot that is well-received. The mall has carefully created many pet-friendly facilities, such as pet carts, guide signs... The grasp of details shows the mall's intentions.

I don't know the Nanjing dialect's perception of the word "Zai" is not accurate enough. After searching some articles, there is a passage that makes the author feel new. The author said that Nanjing's "pendulum", as a positive compliment, has no specific subject orientation, but it covers admiration for courage and unrestrainedness. It does not need to be defined by style, but uses original intention and courage.

From this point of view, Nanjing Vientiane World’s choice of the word “Place” is not only a refinement and extension of Nanjing’s urban culture, but also confirms the “Place” attitude with practical actions, making Nanjing citizens empathize with it. Coexisting with the city, empathizing with the citizens, and co-creating with the brand, this is the creative play of Nanjing Vientiane World under the obstruction of the environment, which reflects the project's own attitude; such an attitude and content Nanjing Vientiane World is worthwhile. Compliment: "Too much."

02

"Setting a new frontier"

Redefine lifestyle with young brand power

The opening marketing of Nanjing Vientiane World is centered on the word "swing", and the brand will work together to spread the action layer by layer. Such a creative opening marketing event is worthy of careful study. The reason is inseparable from the dedication and achievements of the team's ingenious work of "maintaining the original intention, upgrading and upgrading", which provides strong resource support for innovative play .

Nanjing Vientiane World is located in Qinhuai District, Nanjing. Although the space of about 104,000 square meters has the flavor of the old city, there is a "new" coming in here, not only because of the transparent glass curtain wall and the brand-new neighborhood. , more because the 256 high-quality brands in the venue perfectly grasp the "young people" from all aspects of eating, drinking and playing.

"Nanjing Trendy Lifestyle Landmark", "Global Popular Dining Nanjing Supreme", and "The First Stop of Trendy Brands" are the three major commercial labels of Nanjing Mixc World , each of which can represent the characteristics and tonality of the brands in the venue.

There are no overwhelming parent-child education institutions or dazzling new energy vehicle exhibition halls in Nanjing Vientiane World. It is extremely pure in finding and positioning its own customer base, and it completes the iteration of commercial brands with the power of youth. It is not a luxury that can be encountered but cannot be found. With its first-ever brand and customized concept stores in all formats, Nanjing Vientiane World brings an unrepeatable freshness to Nanjing citizens .

The opening rate of Nanjing Mixc World is over 98%, and the opening rate is nearly 95%. Among them, 159 brands are the first or new concept stores in the region, accounting for more than 60% , representing brands such as Huawei's global flagship store, To Summer Guanxia, ​​STUDIOUS, ARC'TERYX flagship store in East China, lululemon's new image store, it blue block, Carhartt, EXI.T, Solar Lab, Carven, NICE RICE, Redline, Salomon, etc. Among them, the catering industry includes global cuisine, with more than 5 Michelin or Black Pearl-starred restaurants, representative brands such as Fujian Henan, Tim Ho Yun, Steakhouse, Tiantian Plus, Kunyin Yayan, etc. Over 10 full-time international casual dining or dining bars, representative brands such as Shake Shack , Yuangu, Gaga Garden, Tavern No. 18, TARENTUM, FASCINO, BELLOCO, etc.

Some of these brands have joined hands with Nanjing Vientiane World to launch exclusive co-branded products with limited openings, closely linking the brand's own appeal with the project opening, and mutual endorsement of the brand and the project to achieve a win-win situation . From this, it can be seen that Nanjing Vientiane World has submitted a perfect answer sheet for Nanjing citizens and Nanjing market in terms of quantity, product and energy level. According to statistics, during the four-day opening period from 9.30 to 10.3, the number of visitors in the venue reached 550,000, and the retail sales reached 60 million. Among them, Potato Corner, MANNER, Chaos Chimney, Mrs. West Tower, Xiao Xiaokui Yangfeng Cuisine, Jiuzan Izakaya, FASCINO and other brands From the opening to the National Day period, long queues continued to form, and customers shouted "one tea is hard to find" and "one meal is hard to find".

18 Tavern Opens Limited Beer

gaga garden STARTER opening limited canvas bag

Behind these dazzling data is the hard work of the Nanjing Vientiane Tiandi team to stick to the original intention. Under the heavy obstacles of the epidemic, the team has obtained the optimal solution through the analysis and evaluation of the current market environment. The first big wave and customized brands have built a rich and diverse business format of Nanjing Mixc World, successfully helping Nanjing's consumption upgrade and upgrading, and various cutting-edge fashions will redefine the way of life in Nanjing .

03

"Together with Jinling"

Undefined history × art × commercial scene force exploration

"Six Dynasties Gold Powder Land, Ten Miles of Qinhuai River". After thousands of years of history, rich national culture has accumulated in Nanjing.

Nanjing Wanxiang Tiandi belongs to the historical urban area in the south of Nanjing. The Yunzhang Office at the core of the site is the Nanjing Yunjin Weaving Guild built during the Guangxu period of the Qing Dynasty . The cultural context of a city is integrated into the interior of the shopping mall with an "open" structure, allowing the historical relic of Yunjin Culture to bloom again .

The main building of Nanjing Vientiane World is a modern interpretation of the traditional style, creating a unique MALL+ block-style business. The inner courtyard retains the texture of historical streets and alleys such as Black Hairpin Alley and Bow and Arrow Square. The commercial atmosphere , with Yunjin as the inspiration for the interior and landscape design, is innovatively presented by combining modern language with traditional elements.

Based on this, Nanjing Vientiane World further refined the historical elements of Nanjing to pay tribute to the urban culture, and combined with a number of artists to draw inspiration from the Nanjing Yunjin Butterfly Pattern, combined with the image of the Chinese tiger swallowtail, to create the "giant butterfly" installation "Eternal" mentioned in the opening paragraph. Tremor"; a large bow sculpture "Asymmetric Butterfly Change" was also arranged in the main atrium of the venue. Dabei Universe's "Virtual Butterfly" is an evolutionary program for constructing a butterfly with a confrontational generative network (GAN). The total number of butterflies that do not repeat the pattern after being screened by the artist is close to 2 million, far exceeding the number of more than 200,000 butterfly species in the real world.

In addition, Yunzhang Office exhibited a specially customized digital garden work "Four Time Neighbors" based on Nanjing's ancient trees, which reproduced the pulse of the city through data miniatures.

Another artwork "MailboX@Nanjing" injects creative, practical and innovative urban aesthetics into Nanjing through the multi-dimensional experience of sound, light, electricity and AI interaction.

The holding of the first public art season of the project "X·Super City", relying on the same frequency resonance of art and technology to reconstruct the history and cultural context of Yunzhang Office, is a brand-new business scene creation. The boundaries between commerce, technology and trends, history and the future constitute a public space with unique Nanjing historical and cultural characteristics , which enhances Nanjing citizens' sense of identity with Nanjing Mixc World, and also evokes different memories of Nanjing in everyone's heart.

It is understood that the project will continue to use the ancient building area to continue to combine with artistic creation, continue to create an art curatorial space, and continue to write the story of Nanjing that belongs to Vientiane World.

Epilogue

The entry of Nanjing Vientiane World is deeply connected with the city in terms of brand positioning, marketing style, architectural design and other aspects, and the achievements achieved by the innovative style of brand co-creation are obvious to all . In the future, China Resources Vientiane Life will continue to deepen the Nanjing market, relying on China Resources Land's strong development and construction capabilities, and relying on high-quality commercial operation capabilities and platform resources, it will continue to inject new vitality into Nanjing's commercial market.