Joy City, a youth fashion mall in Beijing Xidan business district, has attracted the attention of the "hipsters" in Beijing since its trial operation on February 28th last year. The opening of such a fashionable and international large-scale comprehensive shopping mall makes up for the defect of single management form caused by the geographical environment limitation in Xidan area. Joy City, located in the former Xidan Science and Technology Square, has a total construction area of more than 211,111 square meters, integrating department stores, supermarkets, restaurants, entertainment and offices, and has become a new landmark of Xidan shopping. On the occasion of the official opening of Joy City in 2118, the reporter visited the attribute of "be worthy of the name" there.
Large commercial scale and super-large hardware facilities
Joy City's "big" is not a hollow reputation. According to the reporter, the project has a total construction area of 215,111 square meters, including 115,111 square meters of commercial area, 35,111 square meters of serviced apartments and 1.5 million square meters of office buildings, with ***13 floors on the ground and underground, integrating department stores, supermarkets, restaurants, entertainment and offices. The project also has a super-large parking lot with more than 1,111 parking spaces to effectively alleviate the new shopping parking pressure in Xidan due to the opening of Joy City.
People can see the oversized LED curtain wall of Joy City from a distance, and after nightfall, the message "Congratulations on grand opening" flashes. Entering the main entrance of the mall, looking around a little, you will find a long escalator leading to a high place, which is a "new equipment" that the reporter has never seen in other malls and shopping places. It is reported that this escalator close to the west wall of the mall is the longest in the world, supported by steel frames, with a total length of more than 51 meters, which can provide consumers with direct access from the first floor to the sixth floor.
For such a large-scale shopping mall, the convenience of communication between floors is very critical, and the setting of passages and elevators also needs a lot of work. In addition to the super-long escalator "Flying Ladder" mentioned above, there are also "sightseeing ladders", "straight ladders" and escalators convenient to get up and down between floors, which can be used by consumers according to different needs.
there are the following elements about "big"-the largest digital cinema in China, the largest dining area in Xidan business district and the largest cosmetics supermarket in Beijing.
During the Spring Festival, a "111-meter Peach Blossom Corridor" was set up in front of Joy City, where many citizens and tourists took photos every night.
How pleasant the consumption experience is
There are many international fashion frontier brands in Joy City, and the most pleasant ones are those who come to Beijing for the first time. In addition to ZARA, BAUHAUS, HilfigerDenim, Bestseller, Sephora, etc., there are more than 31 international fashion brands such as Mannings, I-NAIL, Anubis, TheFaceShop, 7Days, NEXT, Cottonfield, LeeCooper, Onda, OnitsukaTiger, etc., which have entered Beijing for the first time. Every floor of Joy City has a specific theme, and F1~F5, which are mainly clothing items, are named as "elegance", "sexiness", "trend", "collision" and "dynamic" respectively.
F1 is an international brand flagship store and popular make-up. Apart from the well-known international brands such as Guess and CKJeans, there are also some personal brands such as b+ab, promod, ZARA and MUJI, which are rarely seen in general shopping malls. There are also jewelry brands such as FolliFollie and Artini. F2 brands include JINAVA, Ein, Belle, Ochirly, LaPargay, etc. F3 concentrates the favorites of fashionable office workers: JackJones, G2111, AZONA, Levis, R&; G, etc In addition, underwear brands are also concentrated on this floor, including Manifen, Aimu, Aimei, Gujin, Songshan Cotton Store, CKUnderwear and other brands. Although the discount is not much different from that of Zhongyou and Juntai, the spacious fitting room and warm and thoughtful service are something you have never enjoyed in Xidan, a crowded place, which is really pleasant. F4 is mainly individual brands: Mark Huafei, Jiangnan Buyi, Mudd, COEY, and I'mdavid, which the reporter has never heard of. The display is very distinctive. When it comes to exhibitions, if many well-known brands, recent brands and personalized brands make people feel "pleasing to the eye", then those with characteristics will make people "pleasing to the eye" enough to show different brand styles and create the lifestyle and state of their target consumers. F5 with the theme of "Dynamic" focuses on leisure sports brands, including Pingguo Cowboy, LEE, LeeCopper, NIKE, THENORTHFACE, PONY, ADIDAS, ONDA, PUMA, Converse, Reebok, Kappa, KEEN, Lotto, Mizuno, Li Ning, Colombia and Pathfinder.
the leisure mode of the city goes to the next city
Xidan Joy City is positioned as an international "youth city", emphasizing the international shopping experience, fashionable shopping experience and all-round leisure consumption mode. Since it is the concept of "city", it means that everything should be available, and so it is: besides the fashionable clothes, sports equipment, accessories, cosmetics and household items that young people like in other shopping malls, "gourmet" accounts for a very heavy proportion-besides the fast food chain stores that are necessary in general shopping malls, there are also local special flavors gathered in the 6 th, 7 th and 8 th floors, which are more popular among women.
Jiasi Cat Video Game City, Digital Entertainment Culture Square, Maijike Magic Teaching Hall and Zhuoyi Toy City located on the 8th floor of the Children's Museum attract a large number of young people full of curiosity and entertainment spirit. On the top floor, the largest digital cinema in China has 13 large cinemas, which can accommodate 1,811 people at the same time.
The reporter saw that there are still floors under construction and renovation. It is reported that an aerial swimming pool will be built here.
The B1 and B2 floors with the theme of "dazzling" and "avant-garde" have skin care center, beauty salon, Daming optical, Baodao optical, bread talk, wine house, Wanning daily necessities store similar to Watson's, and DHC cosmetic supermarket which is very popular among fashionable girls. F5 has also set up Xidan Science and Technology Plaza and China Mobile Business Hall on the original "ground floor". In short, the consumption items that young people need can basically be met here, and they will come to surprise gift for the first time and forget to return.