YINTAI

At the recent 2022 Linkshop Conference, Huzhou Aishan Intime Department Store was awarded the “2021 Outstanding Remodeled Project” for the shortest renovation time, its ability to attract businesses positioned to cater to younger consumers, as well as its high rate for attracting first-store tenants, among others. As the first remodeled commercial project under Yintai Retails, Huzhou Aishan Intime City has repositioned itself to cater to “young fashion”. This not only differentiates it from its neighboring competitors, it also prioritizes the department store’s focus on guiding its shoppers to adopt a new and trendy lifestyle. This urban commercial complex that provides space for social interaction and entertainment is now a brand new trendy landmark in Huzhou.

Huzhou Aishan Intime City was in operation for 19 years before its renovation, having first commenced operation in 2003 upon completion. The entire remodeling process took just 115 days. This included addressing a series of pain points such as the original project being significantly outmoded, the large floor area to be remodeled, and the repositioning and planning of the traffic flow layout. It also had to take into consideration the multi-dimensional innovative operating, management and service model with a brand new “young fashion” positioning.

Targeting the consumption demand of Gen Z and young families, Aishan Intime City has reconfigured its retail space. Specifically, it has adjusted the traffic flow of the complex by increasing fashionable dining and offering more diverse retail businesses. It also aims to create a circle culture, and offer sophisticated knick knacks, pet lifestyle, and other dynamic forms of business focused on the preferences of younger consumers, thereby driving the trendy atmosphere of the entire Aishan business district. Elsewhere, to fully meet local differentiated consumption demand, and to make up for insufficient auxiliary experiences and dining options in the business district, Aishan Intime City has introduced more than 50% first store brands in Huzhou, continually boosting shopping offerings and shopping experience for consumers.

Although the operating floor area of the complex is less than 50,000 m², Aishan Intime City’s daily footfall still averages more than 20,000 during the week. On holidays and festivals, the complex is jam-packed with shoppers and visitors who are only more than happy to spend.

The current COVID-19 situation has adversely affected urban consumption, and prospects are far from optimistic. In response to the basket of government policies aimed at stabilizing the economy and consumption, Aishan Intime City has launched a shopping voucher program, night markets and other on- and offline activities, doing its part to help the government unleash consumption potential and promote consumption recovery.