Yuanshikou Goes To The Animation Hall To See How The Secondary Economy Can Rewrite The "Golden Moving Line" Of The Shopping Center?

When "emotional value" becomes the invisible currency of the consumer market, when the two-dimensional IP leaps from the screen to the real shelf, when "paying for happiness" becomes the consumption belief of Generation Z - retail business is quietly starting a "emotional revolution". From blind box hand-made tea to co branded milk tea, from pain package culture to virtual idol surroundings, young people vote with real gold and silver not only the commodity itself, but also those "emotional fragments" and "emotional scenes" that can instantly light up dopamine. In this commercial game of "selling", how does the retail format deeply bind the secondary meta culture with the emotional economy, and create a new consumption scene that allows people to "go up"? The answer lies in the consumption trend.

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Sample of shopping center transformation

The second dimension business explosive force of data perspective

Since the Bailian ZX Fun Center has become the first commercial body focusing on the dimensional culture in China, animation surrounding, millet stores, theme stores, and card stores have gathered here, making the Nanjing Road business circle known as "China's Autumn Leaf Garden". Second dimension commerce has also become the standard configuration of the shopping center's "young gravitational field", and emotional consumption has also become a new fulcrum to boost the growth of retail formats.

　　 Beijing Wangfujing Joy: the turnover of the secondary business is nearly 100 million

With the positioning of "Guochao Culture+Dimensional Economy", Y3K immersive aesthetic space - XY Headline creates the future scene of "3000 years later Beijing", and a "Yuanshikou" leading to the experience of the Yuan universe and with the traditional characteristics of old Beijing brings about the integration of tradition and future.

The old shopping malls have been renovated to create the landmark of the secondary culture. Wangfujing Joy is a cultural and commercial landmark in Beijing. It is located at the intersection of East Chang'an Street and Wangfujing Street. The B3 floor of the mall is seamlessly connected with Metro Line 1 and Line 8, realizing the upper cover of the double axle subway. On the basis of retaining the traditional commercial genes, dozens of IP authorized brands, animation peripheral collection stores and immersive experience formats, such as the dimensional go, the cuckoo club, the midsummer story, the Chaoplay planet, and Manku, were introduced, covering such subdivided fields as hand-operated, Chaoplay, and Sankeng clothing.

The theme activity has exploded the passenger flow, and the IP flash store has broken millions every day. In order to deepen the "dimensional social" scene, theme activities such as "XY dimensional practice stall park" and "Guoman Carnival" were planned throughout the year to create a gathering place of the secondary cultural community. Among them, the Chiikawa × miniso themed flash store triggered a consumption boom with a 39 day limited "embryonic economy". The maximum daily sales exceeded 1.2 million yuan, and the cumulative sales exceeded 26.1 million yuan, attracting more than 150000 people to clock in, driving the overall customer flow of the mall to increase by 40% year-on-year. This year's May Day "City Wild Road" series activities also attracted many young people to gather to clock in.

Data confirms the potential, and the dimensional business forms become the growth engine. According to the relevant person in charge of Wangfujing Joy Shopping Center, the turnover in 2024 is far more than expected, double the same period before the transformation. Among them, the turnover of the second part is nearly 100 million yuan, and the turnover of the catering part is more than 230 million yuan. The project leader said that in the future, it will continue to deepen the integration of "IP+commerce", plan to introduce more international leading IP resources, and help Wangfujing Business District upgrade from a traditional tourism consumption destination to a "Generation Z cultural consumption magnetic field".

　　 Trend Box · Wuhan X118: passenger flow increased nearly 10 times and revenue increased 32% year on year

With the positioning of "the first pan dimensional cultural commercial entity in central China", it has achieved "transformation" through space reconstruction and business type iteration, and become a new landmark of Wuhan trend.

The old shopping malls have broken through the difficulties and reshaped the genes for survival. The predecessor of Fashion Box · Wuhan X118 is Wuhan New World Department Store Fashion Plaza, which is located in the center of Wuhan Jianghan Road Pedestrian Street. The fashion plaza that was once in a dilemma of operation had a shop opening rate of less than 50% before the transformation, and the traditional women's clothing business was seriously disconnected from the needs of young customers. According to media reports, the mall spent nearly one million yuan to remove all stores on women's clothing floors, and introduced animation related formats from the country, including the first stores in central China. Focusing on the consumption preference of Generation Z, driven by the second dimension, it has become the first second dimension theme business Mall in central China and the largest cereal resort in Wuhan, with an average increase of 32% in revenue compared with that before the transformation.

First store matrix+scene revolution to create a "two-dimensional utopia". After transformation, Wuhan X118 focuses on the cultural consumption of the circle layer, introducing GOODSLOVE's first store in central China, Manhun's first store in central China, Xueguo's first store in central China, Tianwenjiao's first store in central Sichuan, Maoshouwu's first store in central China, Xumi Goods's first store in central China and other animation retail and experience brands, covering Chaoyou hand-operated stores, Sankeng costumes At present, there are more than 40 secondary related brands in the subdivided track such as IP derivatives, and the proportion of the first store is more than 90%. At the same time, 15% of the golden area was purposely abandoned for rent, creating a dressing room, a rest area, a stage for cute songs and dances, and other exclusive spaces for secondary lovers. There are three animation tours every week, attracting various cosers with exquisite costumes to come in and out every day, and creating a strong binary atmosphere through rich activities.

Data confirms the "ring breaking" effect, and the small store economy bursts into vitality. After the transformation, the monthly sales of some small stores with small area and inexpensive goods also exceeded one million, nearly 10 times the passenger flow increased, and the revenue increased by about 50% year on year. Among them, the sales of GOODSLOVE's first store exceeded 3 million yuan in the first month of its opening. Manhun stores attracted cross city consumers with the supply of rare millet (animation surrounding), and the highest turnover rate in a single day reached 6 rounds. By transforming the commercial space into the exchange field of "social currency" of the circle culture, we have successfully broken the homogenization dilemma of "large and comprehensive" traditional department stores.

　　 Chengdu Tianfuhong: sales volume increased by more than 200% year on year

With the positioning of "the first three pit cultural consumption landmark in southwest China", we will eliminate the traditional retail business, focus on the circle of cultural consumption scenarios, and reconstruct the business logic through "brand first store+experience space+community operation".

The department store "reborn from generation to generation", anchoring the circle economy of generation Z. Chengdu Department Store, the predecessor of Tianfuhong, used to be a commercial landmark of the city, but it was in trouble due to aging business types and customer segmentation. This old department store, once famous for traditional department stores, has made a precise cut into the "three pits" (JK uniforms Lolita、 Hanfu (Hanfu) and Pan Second Dimension Cultural Track, the passenger flow of Tianfuhong during the May Day holiday in 2024 will increase by more than 100% year on year, and the sales growth will exceed 200% year on year, which proves its strong attraction and market potential in the second dimension commercial field.

40% stores embrace the multi-dimensional economy and create a "valley paradise". After the transformation, the experience business represented by Tianfuhong Second Dimension and Cultural Creativity accounted for more than 50%. Based on the activeness of the social platform of the brand manager and the feedback of young consumers, the first store of the second dimension head brand and the small stores and brands of "young life style" such as handmade fashion games and ancient books were successively introduced. For example, "Angelic Pretty", one of the "veteran" brands in Lolita Circle, "30000 presidents", the leading brand of the second dimension bookstore, "Yingman Bookstore", the first flagship store in Chengdu with RPG theme room "No. 0 Mansion", and the first store in the southwest of Manhun COMICSOUL, etc. Gather Guzi stores (around animation), hand-operated model stores, Sankeng clothing collection stores, etc., many of which are the first stores in southwest China; The Valley Play Market, Pain Pack DIY Workshop and Guofeng Makeup Experience Area were opened, and the sub theme activities were held every day; Through IP activities such as diffuse flash show, market "Valley Play Market", the 2nd Spring Festival Gala, mini exhibition of peer creation, and free open dance area, the user stickiness at all levels was improved.

The data witnessed the "circle explosion", and small stores boosted the growth. According to the operator, during the May Day holiday in 2024, the passenger flow and sales data reached a new high. The daily sales of some Sankeng clothing stores exceeded 300000 yuan. The rare handle pictures of Guzi stores (limited animation surrounding) were sold out immediately after they were put on the shelves, and the daily per capita consumption reached 150-200 yuan. The counter attack of Tianfuhong confirms the reconstruction value of "accurate customer positioning+in-depth content operation" for commercial entities.

　　 Guangzhou Animation Star City to Beijing Road Tianhe City Zone B Animation Hall to jointly create a "sub consumption route", attracting more than 100000 person times to clock in

In 2025, the Beijing Road Tianhe City Area B in the Beijing Road Haizhu Square Business District will be upgraded again, and a new animation hall will be built on the ground floor, making Guangzhou's "top stream" business district more and more young.

Animation themed shopping malls were further upgraded to expand consumption "circle of friends". Animation Star City has been labeled as "Animation Special Zone", serving customers in the vertical field precisely, gathering many secondary brands such as Guzi stores, hand-made models, Sankeng costumes, and game experience, and actively expanding brand resources and playing method innovation, introducing Animate Caf é STAND, Aowu, Senluo Vientiane, Mian Mian Gu Yu, Gu Li Gu Qi JOJO Fun、 Wumaruyu and other seven first stores in South China, as well as a number of new animation brand stores. Throughout the year, we continued to carry out activities with the theme of "month by month, surprise from time to time", such as millet festival, random dance challenges, card competitions, and so on. The annual average rental rate of Animation Star City reached 99.7%, the passenger flow increased by 20% year on year, and the sales increased steadily.

Accurately locate young people's preferences to ensure that every visit is "fresh". Beijing Road Tianhe City strengthened retail and catering, and introduced more than 40 new brands, such as DJI Dajiang Yuexiu District's first store, Xingmeile, MLB, Rua Friends, New Balance, TOP TOY, Champion, CAT, to create a strong atmosphere of trendsetters. The shopping mall brings out the old and brings forth the new, and successively presents the national first exhibition and first event, including Salo Altman's 15th anniversary - Altman's tour, bread superman and other national first exhibitions. This year, District B of Tianhe City on Beijing Road once again made efforts to "upgrade and upgrade" the basement, and built a new animation hall with an area of 5500 ㎡.

Focus on vertical fields and build a secondary brand cluster. The animation hall adopts the operation mode of "curation+secondary retail brand". Through the introduction of famous IP, secondary cluster and curatorial content, create rich and diverse cultural exchange opportunities and emotional interaction scenes, complement with Animation Star City, and jointly outline the "secondary consumption route" of the business circle from north to south. Beijing Road Tianhe City Zone B Animation Hall focuses on the needs of the secondary group, introducing a strong secondary retail matrix, such as the Wandai Card Center (the first store in Guangzhou), the Secondary Plan (the first store in Guangzhou), SILLU Capsule Store, two JK clothing brand bottles, and CCS exhibition hall. During the May Day holiday this year, Guangzhou jointly held the first "earthly journey meets the world" and "Original God" with the creator of the event, inviting game lovers to cross the boundaries of the dimension, further enhancing the influence and cohesion of Tianhe City Group in the community of the second dimension lovers, and injecting young vitality into the bustling pedestrian street of this millennium commercial capital.

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Integration of the second dimension and retail business

Let shopping centers achieve differentiated development

　　 01. IP co branding normalization, cross-border cooperation into standard configuration

IP co branding has been upgraded from short-term marketing gimmicks to normal operation. Through cross-border launch of limited commodities, theme spaces and immersive activities with IP, such as animation and games, the shopping center has transformed "dimensional traffic" into "consumption reserve", and cross-border cooperation has become the underlying logic of commercial differentiation breakthrough.

　　 02. Scene consumption upgrade, immersive experience becomes a competitive barrier

Under the integration of the second dimension and retail, the shopping center has transformed the consumption behavior into an experience closed-loop of "clocking social repurchase" by building immersive spaces such as animation theme blocks, flash interactive exhibitions, role play scenes, etc. Scene consumption has shifted from commodity display to visual and emotional resonance, and immersive experience tailored to local conditions is becoming an irreplaceable competitive barrier for physical commerce.

　　 03. The rise of Guochao IP makes localization a new growth point

In the secondary enabling retail, Guochao IP is breaking the circle with traditional culture as the base and animation games as the carrier. The shopping center takes advantage of Guochao IP (games, cultural heritage, etc.) to create a localized consumption scene, which not only meets the cultural identity of young groups, but also opens up a differentiated track different from overseas IP, and builds a new business growth engine.

　　 04. Piracy governance forces legalization, and quality needs are improved

With the rise of secondary consumption, the proliferation of piracy has disrupted the market. With the improvement of Gen-Z's recognition of the value of genuine IP, the shopping center takes advantage of the opportunity to strengthen genuine licensing cooperation, create a high-quality commodity matrix and theme experience space, meet quality consumption needs with "genuine guarantee+immersion scenario", and build differentiated competitiveness.

　　 epilogue

The second dimension is not short-term flow, but long-term cultural identity. When Generation Z votes with consumption and pays for love, the second dimension has transformed from a subculture symbol to a "wall breaker" of business innovation. Enterprises need to be alert to the "traffic bubble" - IP authorization can not stop at sticking labels and fast disappearing, but should dig deep into the circle of cultural genes, and build emotional connections with content co creation; Product development needs to shift from "selling" to "creating scenes", and use immersive experience to transform goods into social currency. Only brands that coexist with users can cross the tide cycle.