购物中心年轻力中心手册方案-64P

TXHUAIHAI|YOUTHENERGYCENTER-000Contents/IAE/CRS/COC/SPO/YED/YES/TXHuaihaiYouthEnergyCenterIntroductionTX淮海|年轻力中心ArtExperience沉浸艺术体验Curated策展概念品牌ConnectionofCommunity社群链接平台SmartPromotion&OperationExclusiveLaunch&EventTX淮海独家发售及活动回顾TXYouthEnergyDistrictTX轻力生态TXHUAIHAIYOUTHENERGYCENTER-001--ZHencompassingculturalspacefeaturinginnovativeretailexperiences,cutting-edgeart--ZHbuzz-drivingexclusiveevents.ItisthefrstCURETAILcommercialspaceinChina-ahighlycuratedculturallandmarkwiththeaimofofferingacommunityLocatedintheheartofShanghai'scentralHuaihaiRoad,TXisajointprojectbetweenBailianGroup,JinjiangGroupandURF.Sinceitsinceptionin2019,TXhassuccessfullyheldover300eventsincludingexclusivelaunchevents,exhibitions,shows,communityactivitiesandmore.Ithasquicklybecomeago-tospotforChina'sXYZgenerationsandwasnamedinHYPEBEAST'S2020November"ShanghaiYouthConsumption"consumerreportasa"darkhorse"amongsttypicalcommercialcentersandbecomingoneofthemostpopularshoppingvenues--TX淮海|年轻力中心是—个创新体验零售与沉浸艺术融合的智能空间,坐落于百年街区上海淮海路,由百联集团、锦江集团与盈展文化三方共同打造。作为国内首个策展型零售商业空间,TX淮海结合了沉浸艺术体验、策展型零售品牌和社群联接平台,为新消费社群创造—个传递多元文化与年轻生活方式的空间,为大众构建—个崭新的潮流文化回顾2019年至2021年,TX淮海l年轻力中心成功举办了动等各个模块,迅速成为XYZ世代的年轻力聚集地。海年轻人消费模式”调查报告发布中,TX淮海l年轻力中心成为—大“黑马”,成为最受访者欢迎的线下渠道之—。TXHUAIHAIYOUTHENERGYCENTER-002We--Anideairrespectiveofageyetcenteringonattitude.TXHuaihaiactsasaplatformtoconnectalldimensionsoftoday’syouthenergy,empoweringthenewgenerationandWeOferCommunityandCulturalSynergy--hatthedesiretobelongboundariesordistance.Weprovideaplatformandfacilitateopportunitiesforthem.We“Curetail”--Weexploretheinnovativeapplicationofdatainthefeldofconsumption.Consumersgetnewexperiences,andbrandsgetthefullsupportofbigdataandartifcialintelligencetechnologytosupporttheirneeds.WeAdvocateTheSpiritof“X”--outdatedframeworksandconstantlybetweenTXandallitsplatforms.信--年轻力无关乎年龄,只关乎心态。TX结各维度年轻力的平台,赋能新生代群体,打造年我们提供社群文化赋能--我们发现“社群标签赋能”正在蔓延其独特的生活方式、文化影们坚实地走到一起,不论国界距离。我们提供平台,让他们有索策展型零售--我们赋予现代商业空间更多文化内涵,通过多种创新的方式将艺术、文化与零售相融合,深入考扬--我们相信团队的力量,不拘于框架,拥抱任何可能,发掘“X”的无限性和未知性。20,000工作日日均客流WeekdayDailyFootTraic50,500HolidayandWeekendDailyFootTraic870,000MonthlyFootTraicTX客群年龄分布Others50-6040-5020-3030-40TX客群性别分布MalMale42.60%TXHUAIHAIYOUTHENERGYCENTER-003TXHUAIHAIYOUTHENERGYCENTER-004INFOINFO150MillionImpressions230K+FollowersonallPlatforms截止2021年6月,TX淮海l年轻力中心自媒体累计爆光1.5亿,与6大主要平台深度合作,社交媒体10万余篇,图片爆光传播流量超1千万次,共输出媒体价值超过1千万,电视媒体70篇+,主流媒体(党媒、主要新闻集团)800余篇,KOL及转发媒体数量1千万余次,平及粉丝数近23万。--ByJune2021,TXHuaihaiYouthEnergyCenterhasaccumulatedover150millionmediaimpressionsandover100,000socialmediaarticlesthroughmajormediaplatforms.Overall,totalearnedmediavaluehasexceeded10million,inadditionto70+majormainstreamTVcoveragepieces.TXHUAIHAIYOUTHENERGYCENTER-005IAEfreelyparticipateinartactivitiesinourcommercialinstallationart,digitalart,publicart,performanceartionsforbrandshelpingthemredefnetheirimage,whilstourever-evolvingseriesofworkshopscontinuestobeafocalpointforthesaplatformforyoungirtalents--然地参与艺术活动。TX淮海共举办近30场艺术展览,6场大型展览,涵盖架TX策展团队独立为6个品牌策展,助力品牌重塑形象。TX淮海不仅打造沉浸式艺术体验,也为青年艺术家提供展TXHUAIHAIYOUTHENERGYCENTER-006(2021)IAE/88Rising08.08-08.2288rising在上海TX淮海|年轻力中心举办为期15天的“云思妙想一双周限定音乐影像快闪体验”,这是一个以88rising全球性音乐合作项目“HeadInTheClouds”系列为主展示的沉浸式音乐影像体验活动,也是88rising的OneofAsia'smosticonicpioneeringmediaplatformsfeaturingforward-thinkingartistsandcreators,88Risingisknownforits"massiveviralvideohitsandcollaborationswithwell-knownAmericanartists"withitsfocusonbridgingEasternandWesterncultures.Thissummer,88risinghasitsirstomineimmersivearteventinChinaatTXHuaihai,attractedmorethan8000visitorswithin2weeks.TXHUAIHAIYOUTHENERGYCENTER-007INFOIAEINFOIAE/AbsurdExhibition04.01-04.20(2021)4月1日至4月20日,小红书旗下潮流生活方式品牌REDOX联手TX淮海,呈现「就离谱」荒诞艺术展,以轻松的态度,消解生活中的种种无奈。展览现场展出12位站内青年艺术家的“离谱”艺术作品。知名男歌手华晨宇在展览期间也来打卡,引起粉丝的打卡热潮。The「JustOutrageous」AbsurdExhibitionfeaturedHuangHeshan,MaoKuand12othertrendsettingartistsoftheREDplatform(小红书),whilstexhibitingabsurdandincrediblefragmentsfromthedailylivesofordinaryusersofRED.TXHUAIHAIYOUTHENERGYCENTER-008INFOIAE/INFOChinaNext(2020)由TX淮海独立策展的《CHINANEXT》,展出六位中国当代摄影师,包括夏永康(WINGSHYA)、陈漫、咖小西、编号223、许闯及熊小默,和六个本地及华商主理人的年轻品牌,包括RANDOMEVENT、GROUND(ZER)Unawares.等。线上线下同步推出与TX淮海三方联名T恤,展览期间,联合院校力量,举办近20场workshop,共同论释中国的创意年轻力。FamousphotographersYongkangXia,XiaomoXiong,XiaoxiKa,Michelle(directorofHamcus),PhillipChu(directorofGround(Zer)O),Da-Li(directorofLifegoeson),HoyeeLi(founderofOneLove),KevinNg(directorofUnawares)joinedtheprogramofTXHuaihaiChinaNext,theprogramaimedtopromoteChinesefashionbrandsusingthecollaborationswithphotographersmentionedabove.TXHUAIHAIYOUTHENERGYCENTER-009INFOIAEINFOIAE/DanielArsham's09.11Porsche911Exhibition-0920(2020)由当代艺术家丹尼尔.阿尔轩(DanielArsham)和保时捷跨界打造的“结晶腐蚀版911艺术车”也亮相TX淮海00人。OnSeptember11,2019,theIAGArtSpaceopeneditsdoorstothewinnersofthe2018-2019PorscheYoungArtistsofChinaBiennialExhibition,co-organizedbyPorscheChinaandtheCCFoundation;co-sponsoredbytheART021ShanghaiContemporaryArtFairandTXHuaihai.ThisexhibtionhighlightedDanielArsham'sworkandattractedover10,000viewers.IAE/现在的年轻人通常通过很短的时间就就可以学会一个新的人们”休息时间颇少,从而我们想利用这些“碎片时间”让大家学习到新的本领。有点急事目标联合美术馆,高校或教育机构,创意组织,体育社群等,内容覆盖演讲和分享会,线下工作坊,小型演出,IP已经联合小红书,艺仓美术馆,各大高校组织等平台,在TX淮海l年轻力中心落地超过150场线下活动,实际参与人数超过5000人。WhatisWATCHITLEARNITPICKITUPYoungpeoplenowadayshaveaccesstothingssuchasRedBook,BiliBiliandothersocialmediaplatformsthatallowseveryonetolearnandconsumenewinformationinquick-timevideotutorials-it'schangedthefaceofinformationconsumption.Weareleveragingthisideatocreateshort-formin-personworkshopsandeventswithagoaltouniteartmuseums,universities,educationalinstitutions,creativeorganizationsandsportscommunitiestohelpcontributetotoday'syouthculturebyoferingin-personandshort-formforouryouthcommunity.SinceitwentliveinApril,wehaveutilizedRedBook,YicangArtMuseumandothermajorinstitutionsandorganizationstohostover150offlineeventsforother5,000participants,offeringaplatformtolearnandengage.TXHUAIHAIYOUTHENERGYCENTER-010IAE/IAE/ -011TXHUAIHAIYOUTHENERGYCENTER-012IAE/ TXHUAIHAIYOUTHENERGYCENTER-013CRS念品牌SinceTX'sinception,everypotentiallong-terntenant,eventorpop-upundergoesastrictcurationstandardtomeetthevaluesofTX.Atotalof49diferentbrandshavebecomelong-termtenantsinthespace-34ofwhichmarkedthebrand'sfrstofineretailoperationinShanghaiand32ofwhichmarkedthebrand'sfrstofineretailoperationnationorworldwide.--TXHUAIHAIYOUTHENERGYCENTER-014CRSCRS/cecommunitycommunityUrbanCreative者Defningworld-classstreetstyleandlifestyle.MarketH+TheaterXAsocialplatformforyouthenergynternationaltrendsTXHUAIHAIYOUTHENERGYCENTER-015INFOCRS/INFOMASTER是由国内知名泛娱乐集团RT(RoundTable)联匠心打造的全新“24小时光影艺术互动空间”,本着“致敬在这里将会发生多重跨界合作,有关“M”的多种可能都汇聚在这个空间:Master(大师)、Medium(媒介)、Modern(时尚)、Music(音乐)等,一切年轻的、新潮的、文化的能量都将联入’M系’,MASTER将探索当下人群的新型社交娱乐模式,探索空间的无限可能。MASTERlocatedonthetopfloorofTXHuaihaioffersanunprecedentedmusicandnightlifeexperience.AjointprojectbetweenentertainmentgroupRT(RoundTable)andworld-renownedJapaneselightartteamteamLab-MASTERisattheforefrontofChina'snightlifecultureandalsoaspaceforteamLab'sgroundbreakinglightshows.NotonlyisitoneofShanghai'shottestnightclubs,MASTERalsooffersaspaceforvariouspossibilites-Master,Medium,Modern,Music-alltiedbytheMrepresentinganewsocialentertainmentspace.TXHUAIHAIYOUTHENERGYCENTER-016INFOCRS/INFOCRS/b首个项目位于目前全上海乃至全国最热门的策展型零售先行者:TX淮海|年轻力中心(TXHuaihaiYouthEnergyCenter)4F,超过700平米,是目前城中CBD罕有的艺术空间集:艺术画廊、咖啡休闲、轻食轻饮、艺术零售、艺术讲座、跨界活动等多样艺术潮流生活方式为一体。neXtlabisamulti-purposespacedefiningtheconceptofCURETAIL.Itfeaturesanartgallery,coffeeshopandretailspacesallalignedthroughcommunityeventssuchasworkshopsandlectures.TXHUAIHAIYOUTHENERGYCENTER-017INFOCRS/INFOChinaNextTXLChinaNext”聚合了11家国潮品牌,以赋能中国年轻力,启发本土创意灵感,推动中国未来创意和艺术发展为宗旨,打造中国本土灵感孵化池。TXisproudtorepresentChineseyouthandtrendcultureattheforefrontoftheworld.L3"CHINANEXT"gatherssomeofChina'smostexcitingyoungdesignersandbrands-offeringthemaplatformtoopentheirfirstretailshopandsupportthroughouttheirgrowththroughourbrandincubationsystem.Sofar,over11brandshavelandedinTX'sCHINANEXTplatformandwehopetocontinuetorepresent,inspireandpromoteChineseyouthcultureonaworldstage.SUAMOMENTARMYLOGIC药九玖柒TXHUAIHAIYOUTHENERGYCENTER-018INFOCRSINFOCRS/ChinaNext以PSOBrand和SUAMOMENT为代表的国潮品牌,线上年度销售近10亿。他们走向线下第一步就是将首家品牌旗舰店选择落地TX淮海三楼“CHINANEXT”,通过TX淮海的平台赋能,为新生代消费者提供更直接的情感需求体验和互动体验,进一步升级品牌形象。线下月销售额也达到100W。exponentialgrowthinrecentyears.TXhasplayedahugeroleinincubatingnationalbrandssuchasPSOBrandandSUAMOMENT-bothofwhichhaveannualsalesexceeding1billionRMB.BothbrandsopenedtheirfrstbrickandmortaroutletatTXHuaihai’sL3CHINANEXTandthroughthisplatformgrewtheirbrandwithmoredirect-to-consumerexperiencesandbrandstorytelling-reachingofinemonthlysalesto1millionTXHUAIHAIYOUTHENERGYCENTER-019INFOCRS/INFOChinaNext以ArmyLogic、SavageFlavor等国潮品牌为例,他们以线下空间为主要阵营,不仅店员的个人形象充分展现品牌调性,且店铺定期开展workshop等粉丝体验,注重社群的聚集效应,增强品牌受众的粘性。ArmyLogicandSavageFlavoraretwootherChinesebrandsthathaveseenahugeincreaseingrowthsincetheopeningoftheirfirstbrick-and-mortar—bothofwhicharealsolocatedinTXHuaihai’sL3CHINANEXT.Thesebrandshavesuccessfullytranslatedtheironlinebrandimageofflinebyusingtheirspaceasafagshipareainwhichtheircustomerbasecaninteractandexperiencethebrandthroughworkshops,storeexperiencesandcommunity-focusedevents.TXHUAIHAIYOUTHENERGYCENTER-020INFOCRS/INFO品牌国内首家线下概念店。以一体化空间的形式呈现,FiSN的品牌理念从服饰店铺延伸到JUCEBAR与FLOWERSHOP,乃至想息休闲的YARD庭院角落,这里是一个承载着美好愿景的自由场所。FUTUREISNOWorbetterknownasFiSNisoneofthehottestChinesebrandsrightnow,anditsfrst-everphysicalretailconceptisinTX.Thephysicalretailspaceincludesajuicebarandaflowershopwithayardintegratedinside.FiSNisaclosecollaboratorwithHYPEBEASTandalsoCasio.TXHUAIHAIYOUTHENERGYCENTER-021INFOCRS/INFOAKENZ起源于斯堪的纳维亚半岛,集合了众多欧美先锋设计师品牌如RickOwens、BorisBidjanSaberi、iso.poetism、KRAKATAU等等,强力输出高街设计师暗黑、机能、先锋的设计理念;旨在把北欧的潮流理念及生活方式引入国内消费者视野,精挑细选30多个品牌,打造高品质的精品集合店。AKENZoriginatedinScandinaviaandhasgatheredmanytopEuropeanandAmericanbrandstogetherinonespace.WithleadingdesignerssuchasRickOwens,BorisBidjanSaberiandmore,AKENZoferspioneeringdesignsthroughacarefullycuratedbrandlistofover30names.C2H4TXHUAIHAIYOUTHENERGYCENTER-022INFOCRS/INFOoX米其林餐厅&酒吧的社交空间,同时融合全球顶尖户外运SOLOXisacombinationofurbansportsexperienceandaMichelin-starredrestaurantallinonespace.Offeringanunparalleledsportsexperience(rockclimbingandskiing)intheheartofthecityandaspacetosocializeandhangout.SOLOXdefnesnewluxurysportslifestyleinChina.TXHUAIHAIYOUTHENERGYCENTER-023INFOCRS/INFO店内承袭策展型零售的概念,每个月在特定区域轮换不同主题的展览陈列,并定期举办workshop,让顾客更好体验MiddleRoadisthebrand，sfirstboutiquestoreinAsiaafterhavingopenedsimilarconceptsinLondonandNewYork.Puttingcommunityoverretail,VansHuai-Hinotonlyoffersextendedproductlines(includingVaultbyVansandmore),itoffersahang-outspotforlocalskateboarding,artandstreetculture.ThestoreembodiesTX，sethosofCURETAILwithrotatingexhibitionseverymonth,engagingnewcustomersandoferingthemauniqueexperienceeachtimetheyvisit.RegularworkshopsandeventsalsoallowcustomerstotrulyexperiencethebrandethosandtohelpbuildVansculture.TXHUAIHAIYOUTHENERGYCENTER-024INFOCRS/INFO秉持ENG极具科幻构想的现代实体零售体验空间,此次ENGScienceStationatTXHuaihai继陆家嘴中心店以太空舱为空间灵感载体之后,结合TX淮海|年轻力中心开放、创造性的主场氛围,以科研实验中心为概念进行空间打造,期望通过艺术与时装的结合,科技与生活的交融,文化与未来的碰撞打造一个集时装买手店、艺术展览空间、文化推广平台的试验型新青年交流场景。ENGrepresentsahostofavant-gardeandexcitingbrandsfromaroundtheworld-housedinauniqueandcutting-edgesci-fiinspiredretailexperience.Throughcombiningcultureandthefuture,ENGhasbecomeanexcitingspacewiththeENGScienceStationinTXHuaihai.MAGLIANOGmbHJUUN.J032C....TXHUAIHAIYOUTHENERGYCENTER-025INFOCRS/INFOINNERSECT由「相交,交错J的「IntersectJ一词而来的,取自「InnerJ的涵义,从而将「tJ改成「nJ,意为用内心去探索和感知,共同创造和定义新的潮流文化。INNERSECT首家线下体验店落地上海百联TX淮海|年轻力中心,由MINIWIZ创始人黄智谦及团队操刀,所有搭建材料都是可如X-girlxBe@rbrick2021发售、Levi’s®XNIGO®复刻meaningtoexplore,seekandperceivenewtrendculture.ThisisINNERSECT'sfirstofflineretailconceptandoftenhostsexclusivelaunchesandeventspusingtheboundariesofstreetandfashionculture.A-COLD-WALL*TXHUAIHAIYOUTHENERGYCENTER-026COC社群联接平台Taketheconstructionofcommunitycultureupportandincubatethelocalyouthculturalcommunity.--TXHUAIHAIYOUTHENERGYCENTER-027COC/COMMUNITY09.25(2021)TXHUAIHAIYOUTHENERGYCENTER-028COC/COC/乓社群COMMUNITY08.01(2021)TXHUAIHAIYOUTHENERGYCENTER-029COC/COC/跑团COMMUNITY03.13(2021)TXHUAIHAIYOUTHENERGYCENTER-030COC/COMMUNITYTXHUAIHAIYOUTHENERGYCENTER-031COC/COMMUNITYTXHUAIHAIYOUTHENERGYCENTER-032COC/COC/涂鸦社群COMMUNITY 03.14(2021)(2020)TXHUAIHAIYOUTHENERGYCENTER-033COC/街舞社群COMMUNITYCOMMUNITYTXHUAIHAIYOUTHENERGYCENTER-034COC/COMMUNITYTXHUAIHAIYOUTHENERGYCENTER-035COC/篮球社群COMMUNITYTXHUAIHAIYOUTHENERGYCENTER-036COC/COC/骑行社群COMMUNITYTXHUAIHAIYOUTHENERGYCENTER-037partners.Theselfbuiltintelligentoperationsystemintegratespropertymanagement,CRMsystem,retailpartners.marketingsystemtoretailcapabilitiesfor--TXHUAIHAIYOUTHENERGYCENTER-038INFOSPO/INFOvisit-supportedbyTX'ssmartpromotionandoperationCRMsystems.Innovativedigitalimplementationwillbeapartofourdigitaluserexperiencewithomni-channeloperations,supportedbyallofTX'stenants.--消费者的每一次到访都将获得全新的体验和启发超级用户体验打造;全渠道私域流量运营;商场级跨品牌共享流量池;线下版生意参谋度。超级用户体系打造nrTrafcPoolData全渠道私域流量运营annelPrivateDomain谋OfineStafSupportTXHUAIHAIYOUTHENERGYCENTER-039heldover300eventsfromexhibitions,pop-ups,retailsalesevents,brandactivities,communityprojectsandmore.Notonlydoweengagethelocalcommunity,butouronlinepresenceandnetworkofKOLandcelebritieshaveseenfar-reachinginfuence.Ourgoalisalwaystooferunforgettableexperiencesforourcustomerswhilepushingtheboundariesofyouthculture.--回顾2019年至2012年,TX淮海|年轻力中心共举活动等各个模块,其中重磅活动24场,近100位明在招商方面,开箱至今,共签约商户49家,其中上海TXHUAIHAIYOUTHENERGYCENTER-040EL&EEL&E/ITY06.12(2021)TXHUAIHAIYOUTHENERGYCENTER-041ELEL&E/WILLIAMCHANAPPEARS06.01(2021)TXHUAIHAIYOUTHENERGYCENTER-042EL&EL&E/04.23(2021)TXHUAIHAIYOUTHENERGYCENTER-043EL&EEL&E/04.14(2021)TXHUAIHAIYOUTHENERGYCENTER-044EL&EL&E/03.27(2021)TXHUAIHAIYOUTHENERGYCENTER-045EL&EL&E/(2021)TXHUAIHAIYOUTHENERGYCENTER-046超元气时空站: 12.28(2020)TXHUAIHAIYOUTHENERGYCENTER