2024 Interview with District Party Secretary: How Can Anime Culture Revitalize Traditional Business Districts 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 contemporary needs of residents for leisure and spiritual culture? How can the vitality of core business districts be sustained and consumption potential be stimulated? How is the “anime economy” transforming traditional business districts?
Recently, several organizations including Shanghai Dajiaoyan, The Paper, and Shanghai People’s Radio Station jointly launched the “2024 Dialogue with District Party Secretaries” series of multimedia interviews. On December 3, Yu Yong, Secretary of the Jing’an District Party Committee, was a guest on the program, visiting Suhewan MixC World and Jing’an Joy City to share the story of the transformation of the Jing’an Suhewan area.
In response to a question from Shanghai Dajiaoyan 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 be used to drive the functional iteration and upgrading of the Nanjing West Road business district, focusing on improving the quality of the main street’s core area and promoting functional integration and complementarity with the back streets. At the same time, efforts will be made to accelerate the clustering of high-energy consumption brands and promote 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 new business models that integrate business, tourism, culture, sports, and exhibitions. As the “premiere location for super IPs,” Jing’an Joy City has achieved significant growth in both sales and customer traffic through its unique anime 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 are Meticulously Crafted, Changing Residents’ Lifestyles
The century-old Suzhou Creek flows through Suhewan, a place that has witnessed the process of Shanghai’s modernization. Historical buildings are scattered everywhere, and it was once a densely populated area of old shantytowns.
In recent years, through sporadic urban renewal efforts, many old buildings in the Suhewan area have undergone facade renovations and internal structural optimizations, significantly improving residents’ quality of life. The second round of public consultation for the urban renewal of Block 65 in Jing’an District will be launched soon, which will effectively help residents achieve their dream of moving into new homes, bid farewell to the problem of aging infrastructure, and improve their living conditions.
A plethora 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 General Chamber of Commerce Building on North Suzhou Road, which witnessed the rise and fall of Shanghai’s national capital, has been renovated and reused as part of the Bellagio Hotel. The west wall of the Sihang Warehouse has been repaired, preserving 430 bullet holes to commemorate the 430 soldiers who died in the Battle of Sihang Warehouse. The Fotografiska Shanghai, formerly known as the Baikongjian Guangsan Branch established in 1931 and located on the banks of the Suzhou Creek, has been transformed into an ideal place for citizens to explore artistic ideas and cultural life. Shenyu Lane, one of the most well-preserved Shikumen building complexes in Shanghai, has been relocated and rebuilt into a comprehensive business district integrating culture, art, commerce, and dining.
The revitalization of Suhewan’s waterfront is quietly shaping a new lifestyle for residents. To bring people closer to the water and solve the problem of being “by 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, water-friendly landscape platform for residents 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 meticulous management, carefully crafting this waterfront area. A stroll along the “popular route” of the Suzhou Creek reveals the warmth of meticulous management everywhere. The MixC World mall organically combines green parks with shopping centers, providing 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 ensure 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 residents. 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 residents to encounter art close to home.
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 each day, delivery riders can often be seen resting comfortably 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 “premiere location 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 immediately greeted by a strong anime atmosphere. The Crayon Shin-chan themed exhibition is currently underway, attracting enthusiasts from across the country. Many cosplayers, with exquisite makeup and costumes, dress up as anime characters such as Tushan Susu and Misa Amane. A few weeks ago, some consumers reported that some young people were occupying the mall’s public restrooms for cosplay makeup and costuming. In response, the management department initiated a “makeup and costuming convention,” allowing young people to apply makeup in designated areas but not for too long, thereby balancing the needs and experiences of different groups.
The anime economy has become a new consumption trend for Generation Z, opening up new spaces for the integration of business, tourism, culture, sports, and exhibitions. Since the beginning of this year, Jing’an Joy City has seen significant growth in both sales and customer traffic. As of now, customer traffic 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 stimulating consumption potential in business districts through emerging business models. How to grasp emerging consumption trends and revitalize traditional business districts with new appeal? This requires learning insights and an open mindset towards emerging business models.
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 the whole country by the end of the 14th Five-Year Plan.
To further unleash consumption potential, the Nanjing West Road business district plans to rely on urban renewal to promote functional iteration, enhance the quality of the business district’s space and environment, and continuously create diverse consumption scenarios. Efforts will be made to innovate and enrich consumption offerings, such as deeply linking business districts, commercial streets, and malls, and converting the traffic from events like the Shanghai International Sports Trend Culture Festival and the Jing’an International Light Festival into increased consumption. At the same time, more high-quality brands will be attracted to settle in Jing’an, and the “premiere-first store-first enterprise” landing chain will be established. Additionally, focusing on consumer experience, efforts will be made to emphasize the construction of commercial experiential business models and vigorously develop the backstreet economy, accelerating the development of Nanjing West Road’s unique commercial street district.
