2024 Dialogue with District Party Secretary: How is the Traditional Business District Transformed by the Anime Culture with a 30% Increase in Customer Flow?
The century-old Suzhou Creek ebbs and flows, and the 6.3-kilometer-long waterfront area of Suhewan once served as the incubator for Shanghai’s national industries. How can historical buildings be revitalized to meet the leisure and cultural needs of modern citizens? How to maintain the vitality of core business districts and stimulate consumption potential? How is the “anime economy” transforming traditional business districts?
Recently, several organizations including Shanghai Da Diao Yan, The Paper, and Shanghai People’s Radio Station jointly launched the “2024 Dialogue with District Party Secretaries” series of media interviews. On December 3, Yu Yong, the Party Secretary of Jing’an District, was a guest on the program, visiting Suhewan MixC World and Jing’an Joy City to share the transformation story of the Jing’an Suhewan area.
In response to a question from Shanghai Da Diao Yan and The Paper on “how to unleash the consumption potential of the ‘hundred-billion-yuan business district’ of Nanjing West Road,” Yu Yong replied that urban renewal would drive the functional iteration of the Nanjing West Road business district, focusing on improving the quality of the main street’s core area and promoting functional synergy between the backstreets. At the same time, efforts will be made to accelerate the clustering of high-end consumer brands and facilitate more premieres, exhibitions, and shows, continuously stimulating consumption through a high-quality environment.
Today, the vast market potential of the “anime economy” is attracting increasing attention. When asked about his views on the “anime-inspired transformation of traditional business districts,” he further stated that this phenomenon reflects the emergence of a new business model integrating tourism, business, culture, sports, and exhibitions. As the “premier destination for super IPs,” Jing’an Joy City has achieved significant growth in both sales and footfall through its unique anime-themed economy. By grasping the trends of Generation Z and new consumption dynamics, and actively hosting popular IP flash mob events of high quality, it will better attract young people and open up new spaces for commercial development.
Waterfront spaces have been carefully designed, changing the lifestyle of citizens.
The century-old Suzhou Creek meanders through Suhewan, a place that has witnessed Shanghai’s modernization process, dotted with historical buildings, and once a concentrated area of old shantytowns.
In recent years, through scattered urban renewal projects, many old buildings in the Suhewan area have undergone facade renovations and internal structural optimizations, significantly improving residents’ quality of life. The 65th neighborhood in Jing’an District will soon initiate the second round of consultation on urban renewal, effectively helping residents achieve their dream of new homes, bid farewell to aging infrastructure, and improve their living conditions.
A series of historical buildings along the Suzhou Creek have also been revitalized through “restoration to their original state.”
The Fuxin Flour Mill, located on the banks of the Suzhou Creek and once the largest mechanized flour mill in the Far East, will be repurposed as an office space for enterprises, contributing to the development of Suhewan’s headquarters economy. The Shanghai Chamber of Commerce Building on North Suzhou Road, which witnessed the rise and fall of Shanghai’s national capital, has been renovated and incorporated into the Bvlgari Hotel. The west wall of the Sihang Warehouse has been repaired, preserving 430 bullet holes to commemorate the 430 heroes who sacrificed their lives during the Sihang Warehouse Defense Battle. The Fotografiska Shanghai, formerly the Bai Kong Jian Guang San Fen Ku built in 1931, has been transformed into an ideal place for citizens to explore artistic concepts and cultural life. Shenyu Lane, one of the best-preserved Shikumen building complexes in Shanghai, has been relocated and rebuilt into an integrated business district combining culture, art, commerce, and dining.
The revitalization of Suhewan’s waterfront is quietly shaping a new lifestyle for citizens. To bring people closer to the water and solve the problem of being “adjacent to the river but unable to see it,” Jing’an District has moved the flood prevention wall along the Suzhou Creek backward to create a “secondary flood prevention wall,” while the front section close to the water has been developed into a low-lying waterside landscape platform for citizens to enjoy, bringing them closer to the water. Through the hollowed-out landscape belt, one can clearly see the shimmering waves on the water surface.
Since 2023, Jing’an District has comprehensively launched the creation of a “waterfront demonstration area” with refined management, carefully designing this waterfront area. A stroll along the “popular route” of the Suzhou Creek reveals the meticulous management everywhere. The MixC World mall organically combines green parks with shopping centers, offering pet-friendly spaces and facilities, creating diverse consumption and leisure scenarios. Wireless charging seats equipped with solar panels address the urgent need for charging among citizens and tourists. Multiple drinking water stations are set up to provide a comfortable and hassle-free experience for visitors.
The Beizhan Sub-district, where Suhewan is located, has established the “Suhewan Beizhan Art Alliance” and issued the “Beizhan Art Appreciation Passport” to citizens. With this passport, they can enter art institutions and venues such as the Ullens Center for Contemporary Art and the Wu Changshuo School of Shanghai-Style Art Space for free, allowing more citizens to encounter art near their homes.
To make newly employed groups feel the warmth of the city, Beizhan Sub-district has specially opened a Party-mass service center to provide services such as drinking water, charging, and rest for delivery personnel, couriers, ride-sharing drivers, and other newly employed groups. During non-delivery hours, delivery riders are often seen resting peacefully in the lounge area. To date, Jing’an District has established 393 such Party-mass service stations, providing transit and rest spaces for riders, delivery personnel, and other emerging employed groups.
The anime economy injects new vitality into traditional business districts.
As the “premier destination for super IPs,” Jing’an Joy City has always been a popular destination for anime enthusiasts. Statistics show that Jing’an Joy City hosts nearly 300 events annually, with over 30 international top-tier IP flash mob premieres.
Upon entering Jing’an Joy City, one is greeted by a strong anime atmosphere. The Crayon Shin-chan theme exhibition is currently underway, attracting enthusiasts from across the country. Many cosplayers, with exquisite makeup and costumes, dress up as anime characters such as Tu Shan Susu and Mi Haisha. A few weeks ago, some consumers reported that some young people were occupying public restrooms in the mall for cosplay makeup. In response, the management department initiated a “makeup convention,” allowing young people to apply makeup in designated areas but not for too long, thus balancing the needs and experiences of different groups.
The anime economy has become a new consumption trend among Generation Z, opening up new spaces for the integration of tourism, business, culture, sports, and exhibitions. Since the beginning of this year, Jing’an Joy City has seen significant growth in both sales and footfall. As of now, the mall’s footfall has increased by over 30% compared to 2023, and overall sales have increased by nearly 45% compared to 2023.
Behind the “anime-inspired transformation of traditional malls” lies the secret to unlocking the consumption potential of business districts through emerging business models. How to grasp emerging consumption trends and revitalize traditional business districts? This requires an understanding of emerging business models and an open mindset.
Building the “hundred-billion-yuan business district” of Nanjing West Road.
In recent years, the Nanjing West Road business district in Jing’an District has maintained continuous growth and is striving to become the first “hundred-billion-yuan business district” in Shanghai and even nationwide by the end of the 14th Five-Year Plan.
To further unleash consumption potential, the Nanjing West Road business district plans to advance functional iteration and enhance the spatial and environmental quality of the business district through urban renewal. At the same time, it will continue to create diverse consumption scenarios, grasp innovative consumption highlights, and enrich consumption offerings. For example, it will deeply integrate business districts, commercial streets, and malls to convert the footfall generated by events such as the Shanghai International Sports and Fashion Culture Festival and the Jing’an International Light Festival into increased consumption. Efforts will also be made to attract more high-quality branded enterprises to settle in Jing’an, streamline the process of “premieres-first stores-first enterprises,” and focus on consumer experience by emphasizing the development of experiential commercial formats and accelerating the construction of distinctive commercial streets in Nanjing West Road.
