West Lake Yintai City's 100 day transformation makes a brand new appearance

2014 On November 3rd of the year, Intime Commercial officially announced that Hangzhou West Lake Intime would be renamed as "West Lake Intime City" and would officially open on November 7th. The transformation from Hangzhou West Lake Intime, which was positioned as a department store, to West Lake Intime City is not only about updating the surface decoration equipment, but more importantly, the transformation from the original department store to the current shopping center, which has undergone revolutionary changes in both positioning and business format.

97 The closure of the store a day ago was a dismantling of the old shopping model, while the reopening after 97 days is a reconstruction of the new way of life.

Atypical 'Department Store Renovation Model'

2013 Since the beginning of the year, a large number of new commercial properties and urban complexes have entered the market, and the competition in commercial real estate has become fierce, exacerbating the deterioration of the living environment for department stores and retail. The impact of e-commerce has posed increasingly severe challenges to the physical retail industry, squeezing traditional retail.

In the new situation, Hangzhou West Lake Yintai took the lead in eating crabs, raised the banner of change, and began a task called "impossible to complete" - a 100 day closed store renovation and renovation. This redesign is not as simple as people imagine. Hangzhou West Lake Intime aims to combine the powerful shopping advantages of traditional department stores with the leisure experience consumption mode of shopping centers, becoming the first atypical "department store renovation model".

The transformed West Lake Intime City has a more centralized brand distribution, a wider variety of products, stylish and atmospheric decoration, and a clearer shopping flow, meeting the comprehensive needs of customers for shopping environment, products, and other aspects. At the same time, the transformed West Lake Intime City will no longer be just a traditional display and sales of goods, but will organically combine shopping, dining, leisure and entertainment to adapt to the new consumption habits of urban living groups. Combining the core of department store operations with the consumption patterns of shopping centers is a significant part of this renovation. The three story atrium is spacious and features a breathtakingly integrated upper and lower building, providing consumers with a more comfortable spatial experience.

The renovation and adjustment of West Lake Yintai City this time focuses on the construction of public rest areas. Breaking away from the previous situation where traditional department store rest areas were scarce and difficult to find, various public rest areas with a total area of 960 square meters distributed in different areas have been integrated with green nature, interaction, and design elements. The spatial experience combines fashion and comfort, not only providing customers with rest areas, but also adapting to their social needs.

Starting from meeting customer needs and experience, West Lake Yintai City has made significant upgrades in terms of software and hardware service support. For the children, West Lake Yintai City has moved the children's area from the fifth floor to the basement level and further expanded its area; For mothers, we have opened the largest maternity and baby room among similar shopping malls in Hangzhou. From home decoration to color selection, everything feels thoughtful and warm, and mothers can comfortably take their infants and young children to stroll around the mall happily; For members, thoughtful and comprehensive VIP service centers have been set up on the first and fourth floors respectively. In addition, West Lake Yintai City has set up nearly 20 computers, iPads, and hundreds of mobile power banks on various floors for customers to use for free.

New coordinates for eating, drinking, and entertainment

The core purpose of the renovation and upgrade of West Lake Yintai City this time is: anything can be compressed, except for the customer service function, which cannot be compressed. To add a pleasant experience to customers, we need to increase, expand service projects, and enrich and deepen content. Concession the area of clothing products to experiential formats such as catering, leisure, and entertainment, and to spacious and comfortable public spaces, providing more space for increasingly important gatherings, socialization, culture, and rest in urban life. By breaking down the overall product, format, planning, flow, and space, and then blending and reorganizing them, 40% of the space is reserved for customers' dining, entertainment, and leisure activities.

After streamlining and optimizing over 600 clothing brands, West Lake Yintai City has selected less than 300 high-quality brands. In addition, with the introduction of over 100 trendy brands, the number and area of clothing brands have been reduced by one-third.

At the same time, West Lake Yintai City has introduced more emerging and distinctive style brands, creating a more fun and diversified retail format. The biggest highlight of this renovation is the catering industry, which has introduced up to 80 catering and entertainment brands that cater to the lifestyle and consumption habits of young urban families, reshaping the brand image and business posture of West Lake Intime City in the hearts of Hangzhou citizens. From the basement floor to the fifth floor, there are nearly 60 themed restaurants, cafes, and water bars distributed in various spaces. At the same time, unique exotic cuisine and local snacks can be seen everywhere in the mall, as well as the nearly 4000 square meter CITY LIFE boutique supermarket, which will greatly upgrade the quality of life for customers with over 75% of its imported goods.

After the transformation, West Lake Yintai City will focus on customer flow and new consumption methods, and strive to create more leisure and entertainment spaces for customers in the fast-paced and high-pressure urban life.

Fashion influencer gathering

After the renovation, the West Lake Yintai City has introduced more youthful, fashionable, and family oriented brands. The focus of brand selection is on emerging fashion brands, and each floor has new highlights.

The first floor retains cosmetics, gold jewelry, and introduces numerous well-known Japanese fashion brands, making the products more youthful and fashionable, and significantly increasing their popularity and fashion. The brand combination of women's clothing on the second floor is noticeably more youthful than before, while retaining classic brands and introducing new high-end representative brands for women's clothing. On the third floor, there will be a collection of teenage boys and girls' clothing, youth casual wear, denim sneakers, digital cool play, cultural and creative amusement, etc., breaking away from the traditional layout of separating men's and women's clothing in department stores, breaking the spatial independence, and meeting the one-stop shopping needs of urban young men and women. The men's clothing on the fourth floor, while significantly reducing traditional men's clothing, adheres to the characteristics of youthfulness and turns towards fashionable and trendy men's clothing. The fifth floor is designed with the nearest cinema to West Lake - Shangying Cinema and a specialty dining and food district. The home living hall on the same floor targets young new families as its service targets, transforming from large household appliances to small household appliances and lifestyle homes as the main force. The selection of products focuses on design and experience.

Lifestyle Retail Store

For a long time, the homogenization of department stores has been severe, and without their own brand positioning, they will eventually be swallowed up in the commercial wave.

The disintegration and reconstruction of West Lake Yintai City aims to become a comprehensive entity that combines commerce, art, and humanities. Thoroughly changing the traditional image of the past, reshaping a youthful and brand influential "urban lifestyle" commercial center, presenting a new urban lifestyle.