Eye catching | In the post pandemic era, how did Chengdu Yintai Center's in99 break through?

During the two years of the COVID-19, "delayed opening" and "declining performance" have become the norm in the national commercial market. However, in such a situation, Chengdu Intime Center in99 (hereinafter referred to as "in99") has achieved high-speed dual growth in both passenger flow and performance, and has produced a beautiful report card -

In 2020, the year-on-year growth rate of performance ranked first in the city with 32%, and in 2021, sales achieved double-digit growth again, with a current occupancy rate of 98%; As of November, in99's year-on-year sales have increased by 70% again.

Multiple brands achieved impressive results in one fell swoop: Alexander McQueen ranked first in the country in terms of performance on the first day of opening; TIME VALLE increased by 100% year-on-year; TOD's increased by 150% year-on-year; Max Mara increased by 92% year-on-year; OVV ranked first in sales in Chengdu in the month of its opening...

It pioneered the first batch of "first store economic test fields" in Chengdu, bringing up to 17 brand first stores in 2021, and won the 2020-2021 First Store Attraction Special Contribution Award and 2020-2021 First Exhibition Contribution Award at the "2021 China (Chengdu) First Store Economic Development Conference" held in September this year.

Chengdu Intime Center in99

Why can we achieve such impressive results? Originating from in99's keen trend control and active adjustment. In the post pandemic era, in99 has always adhered to the differentiated "trendy luxury+lifestyle" route, continuously making efforts in brand introduction, business combination, and project software and hardware transformation and improvement.

Using 'small' with 'big'

Brand adjustment and comprehensive upgrade

At present, there are as many as 300 brands in the in99 project as a whole. From 2020 to November this year, the total number of newly opened brands reached 98, including 46 adjusted and upgraded brands.

In addition to traditional luxury brands, Maison Margiela (the largest store in the country/flagship store of all categories in Southwest China) and Vivienne Westwood (the first store in Chengdu) are relatively niche designer brands. However, in99 precisely uses the brand traffic of these niche cultural circles to leverage the overall customer flow and promote brand attraction to the entire floor. In recent years, due to the popularization and promotion of legendary designers on social media, these brands, which already have a large number of loyal fans, are gradually entering the ranks of mainstream luxury brands. Popular brands such as Chrome Hearts and M Stand are also about to debut.

It is precisely through precise insights into young fashion consumers and the investment strategy of "small" leading "big" that in99 ultimately broke through and achieved the positioning direction of "trendy luxury".

“ Exquisite craftsmanship "beauty and skincare upgrade and renewal

As is well known, the beauty industry is the most effective growth engine. In99 strengthens numerous first-line "luxury skincare brands" and combines them with niche fragrance brands to trigger a centralized matrix effect, greatly shortening and facilitating the one-stop experience and purchasing distance for target consumers in surrounding and even farther places.

The recently opened WEEKEND MaxMara and Le Sel é ct have made a fresh appearance, as well as earlier debuts such as Aquascutum (Southwest first store), Daniel Hechter (Chengdu first store), DIDIER DUBOT (Southwest first store), etc; Similarly, in the high-end beauty area of BEAUTY, there is a continuous renovation, including the new opening of La Prairie this year, the re emergence of brands such as LA MER, Dior, LANCOME, and ARMANI, and the introduction of the independent boutique of the well-known French fragrance brand Diptyque. Next, there are also independent store brands such as SKINCEUTICALS, FILLMED, and HR to be unveiled.

At the same time, the newly created jewelry area is also fully unveiled, with multiple jewelry brand first stores forming a diverse matrix. Through the meticulous refinement of luxury boutique, beauty and skincare, jewelry and gold industries, the second floor of in99 has gradually improved, greatly enhancing its quality and accessibility.

Strengthening social attributes and adding unique dining options

In the catering industry, in99 continues to introduce distinctive, themed, and internet famous restaurants. With a focus on consumers' "social" needs, this year it has successively introduced high topic catering brands including New Element Vintage (Chengdu's first store), Yue Bai Wei, and Sheng Ru Xia Hua. Next up are Tim Hortons and Pokemon.

The addition of boutique gathering catering brands has gradually matured the business structure of in99's catering layer, meeting the needs of surrounding family, business, and young customers in a multi-level and all-round manner.

The portal effect is becoming increasingly prominent, releasing huge consumption capacity

As the only luxury shopping center currently operating in the Jiaozi Park business district, in99 is demonstrating a strong "gateway effect". After only 4 years of operation, the total number of in99 members exceeded 450000, with an average transaction price of over 10000 yuan for black card members and an activity rate of up to 60%.

In addition to the young family customer group, in99 has also attracted a large number of elite business customers in the surrounding buildings through its own trendy luxury positioning. Over time, the convenience and distance of consumption will become the primary considerations for this customer group's consumption inertia.

New appearance of Super Gorilla on the first floor outer square

in99 Continuously layout and strengthen the creation of distinctive experiential formats, introducing brands such as Super Gorilla in the outdoor plaza on the first floor, De Kong Flying Base (the first store in the southwest) in the children's area on the fifth floor, and TIP TOP. Next, brands such as Apous Baihui Pavilion (the first store in Chengdu) will continue to settle in, constantly bringing consumers fresh consumption experiences in trendy sports and fashionable lifestyle.  

In addition, in99, as a super large commercial complex with 5A grade office buildings, luxury apartments such as Huayuefu, high-end hotel apartments such as Huayueju, luxury hotel Waldorf Astoria, shopping centers, and Jiaozi Park, has significantly improved the overall risk resistance and future expansion of the project through the mutual transformation and diversion of various sections during the epidemic year.

We have reason to believe that this market will have enough capacity to accommodate more fashion consumption. By continuously adhering to the positioning of "trendy luxury+lifestyle", in99's adaptive direction in the current development of the fashionable commercial pattern in the south of the city has become increasingly clear.

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