Large shopping malls, high-end serviced apartments, and international Grade A office buildings.

Joy City is an urban complex integrating large shopping malls, Grade A office buildings, service apartments, high-end residences, etc. It realizes functions such as shopping, entertainment, sightseeing, leisure, and catering, saves resources, and efficiently operates urban life, becoming a driving force for urban life.

important force in urban development.

Joy City has become the core brand of COFCO’s urban complexes.

The main market is the emerging middle class aged 18-35, characterized by youth, fashion, trend, and taste. It is a full-service chain urban complex with a shopping mall as the main body and a combination of apartments, offices, hotels and other business formats.

Joy City, which is young, fashionable, trendy and tasteful, has become a new symbol of high-quality urban life.

The target customers are the emerging middle class aged 18-35. Joy City's target customer group has a strong self-identity, likes to subvert tradition, does not agree with rules, loves sharing and socializing, is stressed and busy, and has a large and diverse demand for leisure life.

They pursue a life with more attitude and are willing to pay a premium. They have a more open, free and fast consumption attitude, have more spending power, are very enthusiastic about new things and knowledge, like to explore the world, and are also willing to pay to pursue a better life.

world.

The emerging middle class aged 18-35 will use one-third of their income for discretionary disposal. They have received better education and are more willing to accept a lifestyle of consumption through borrowing. They pursue a more attitude and quality life.

They are willing to pay for the added value of products and services. They have strong brand awareness and are keen to try new and trendy products and services.