Unite young talents and outstanding peers

The just passed May Day holiday triggered another round of consumption frenzy with in77. During the May Day holiday, the passenger flow increased by 168% year-on-year, and sales increased by 73% year-on-year, far exceeding the national average level, indicating a strong recovery in consumption. Recently, Hangzhou Hubin Yintai in77 won the "Influential Performance Mall" award from the Wanshang Club. Throughout the national market, the concept of innovation in shopping centers is increasing day by day, and consumers' "tastes" are constantly being raised. In the increasingly competitive environment, how can in77 deeply cultivate its business and win through innovation?

 Consolidate youthful power and brand power

Continuously improving consumer experience

Among many well-known commercial entities in China, Hangzhou Hubin Yintai in77 is one of the most benchmark projects in attracting young people. In77 integrates five major theme blocks, including international famous products, dimensional utopia, fashion trendsetter, exquisite life, and unrestrained nightlife. The project's inclusiveness and positioning breadth are unparalleled. In response to Generation Z consumers' pursuit of personalization, their love for local brands that embody cultural confidence, and their enthusiasm for high-energy and cutting-edge brands, in77 actively responded and introduced over 40 first and flagship stores in 2022, insisting on continuously improving consumers' consumption experience with a high standard and high-quality brand lineup. According to the statistics released by the Retail Center of Lianshang.com, in terms of the number of first stores introduced by shopping malls, the number of first stores in China, Zhejiang, and Hangzhou all leads the 26 major shopping malls in Hangzhou.

In terms of marketing, in77 insists on close cooperation with many brand partners and actively introduces activities that young people love. Themed businesses such as "Pan anime", "China-Chic Brand", "Vintage Block" and "Slightly Drunken Lifestyle" have gradually become large-scale, and become the forefront of domestic business innovation. Persisting in iteration and innovation, in the first half of 2023, we launched high-profile and high-quality activities such as the DORA themed exhibition and the Hubin International Beauty Festival 2.0. With consumer co creation and lifestyle advocacy as the touchpoints, we further deepened the "spiritual habitat" label of Generation Z and created a commercial and social space favored by young people.

Nowadays, Generation Z is becoming the backbone of cultural consumption, accompanied by a new round of rapid iteration and updates in the cultural consumption market. Behind the significant growth of in77's performance, it is also due to a deep understanding and operation of Generation Z's customer base.

During the May Day holiday, in77 customized a series of cultural activities based on its own project characteristics. Among them, the Hangzhou landmark check-in device gained considerable popularity on social platforms. In addition, it collaborated with the Hangzhou Drama Art Center to launch the "Amazing You" body comedy flash mob, opening up the May Day holiday in a dramatic way.

Correspondingly, volunteer culture is also active and thriving here. For many years, during important holidays, the passenger flow on the lakeside has increased sharply. Volunteer activities to maintain traffic order and enhance the city's image have been carried out in this national demonstration pedestrian street with the largest pedestrian flow in Hangzhou, effectively alleviating traffic congestion during peak hours and providing protection for citizens and tourists. Here, you can deeply experience the city's culture and participate in volunteer activities such as "X-shaped Zebra Crossing" and "Most Beautiful Human Wall", which have become unique highlights during holidays.

Creating a Smart Living Space

Awarded the title of "Influential Performance Mall"

Nowadays, in77 is not only a city landmark, but also a smart living space that gathers elements such as pedestrian flow, experience, culture, and trends. At the end of 2022, Hangzhou Hubin Yintai in77 was selected as a national demonstration smart store.

In terms of intelligent services, by deepening the transformation of management services, we will focus on accelerating digital upgrades in areas such as collaborative office, precision marketing, energy conservation and consumption reduction, virtual reality, etc., and create a leading data-driven intelligent business operation system in China. We are committed to achieving deep integration of digital led full scene services and full process management, further strengthening emotional connections with consumers, and turning the consumer market into a third space for social and entertainment.

in77 Having a unified digital marketing platform and electronic membership system, it realizes various functions such as member basic information management, consumption order management, point query, and point redemption. Can conduct consumption and customer flow analysis and trend prediction, and provide consumer group portraits to support brand marketing and event planning.

Recently, Hangzhou Hubin Yintai in77 won the "Influential Performance Mall" award from the Wanshang Club. Looking to the future, how to combine digital management to achieve refined operations and continuously create business benchmark projects that are more suitable for the younger generation will become the high-level competitiveness of in77 and even the entire Intime Group.

Yintai Group will continue to explore and grow through innovative models, achieve differentiated breakthroughs, promote the improvement of urban commercial levels, empower the evolution of urban lifestyles and urban renewal, bring richer imagination to the industry and market, and constantly witness and grow together with cities.