2024 Interview with District Party Secretary: How Did Anime Culture Boost Customer Flow in Traditional Business Districts by Over 30%?
The Century-Old Suzhou Creek Ebbs and Flows: The Transformation of Suhewan, a 6.3km Waterfront District and Birthplace of Shanghai’s National Industry
How can historic buildings be revitalized to meet the modern citizen’s needs for leisure and cultural fulfillment? How can the vibrancy of core business districts be maintained and consumption potential be stimulated? And how has the “anime economy” contributed to the transformation of traditional business districts?
Recently, several organizations including Shanghai Daily Research, The Paper, and Shanghai People’s Radio Station jointly launched the “2024 Dialogue with District Party Secretaries” media interview series. On December 3, Yu Yong, Secretary of the Jing’an District Party Committee, was a guest on the program. He visited Suhewan MixC World and Jing’an Joy City to share the story of the district’s transformation.
In response to a question from Shanghai Daily Research and The Paper about how to unleash the consumption potential of the “Nanjing West Road’s ‘100 billion business district’,” Yu Yong said 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 promote more first launches, 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-driven transformation of traditional business districts,” he further stated that this phenomenon reflects the emergence of a new business model integrating business, tourism, 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 both quality and popularity, it will better attract young people and open up new spaces for commercial development.
Waterfront Spaces Are Carefully Crafted, Changing Citizens’ Lifestyles
The century-old Suzhou Creek flows through Suhewan, a place that has nurtured Shanghai’s modernization process. Historic buildings are scattered everywhere, and it was once a densely populated area of old shantytowns.
In recent years, through sporadic urban renewal projects, many old buildings in the Suhewan area have undergone exterior renovations and internal structural optimizations, significantly improving residents’ quality of life. The second round of public consultation for the 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 aging infrastructure, and improve their living conditions.
A plethora of historic buildings along the Suzhou Creek have also been revitalized through “restoration to their original state” and given new life.
The Fuxin Flour Mill, located on the banks of the Suzhou Creek and formerly 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 heroes who sacrificed their lives during the Battle of Sihang Warehouse. The Fotografiska Shanghai, formerly the Bai Kongjian Guang San Fenku built in 1931, has been transformed into an ideal place for citizens to explore artistic ideas and cultural life. Shenyu Lane, one of the best-preserved Shikumen building complexes in Shanghai, has been relocated and rebuilt into a comprehensive business integrating 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 “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 landscaped platform for citizens to enjoy, bringing them closer to the water. Through the hollowed-out landscape belt, one can clearly see the sparkling waves on the water surface.
Since 2023, Jing’an District has comprehensively launched the creation of a “waterfront demonstration area” with refined management, carefully crafting this waterfront area. A stroll along the “popular route” by the Suzhou Creek reveals the warmth of refined management everywhere. The MixC World mall organically combines green parks with shopping, 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 ensure a comfortable and hassle-free visitor experience.
The Beizhan Subdistrict, where Suhewan is located, has established the “Suhe 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 Hai School Art Space for free, allowing more citizens to encounter art close to home.
To make newly employed groups feel the warmth of the city, Beizhan Subdistrict has specifically 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 employment 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.
Stepping into Jing’an Joy City, one is greeted by a strong anime atmosphere. The Crayon Shin-chan theme exhibition is currently underway, attracting enthusiasts from all over the country. Many cosplayers, with exquisite makeup and costumes, dress up as anime characters such as Tushan Susu and Mihai Sha. A few weeks ago, some consumers reported that some young people were occupying the mall’s public restrooms 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, thereby balancing the needs and experiences of different groups.
Anime has become a new consumption trend among Generation Z, and the “anime economy” has opened 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 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-driven transformation of traditional malls” lies the secret to unlocking the consumption potential of business districts through emerging business models. To grasp emerging consumption trends and revitalize traditional business districts, it is essential to have insights into and an open mindset towards emerging business models.
Building Nanjing West Road into a “100 Billion Business District”
In recent years, the Nanjing West Road business district in Jing’an District has maintained continuous growth and is striving to become the first “100 billion 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 rely on urban renewal to promote functional iteration, enhance the spatial and environmental quality of the business district, and continuously create diverse consumption scenarios. Efforts will be made to innovate and enrich consumption offerings, such as deeply integrating business districts, commercial streets, and malls, and converting the footfall generated by 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 “first launch-first store-first enterprise” landing chain will be established. Additionally, consumer experience will remain the core focus, with emphasis on the development of experiential commercial formats and the acceleration of the construction of特色 commercial streets in Nanjing West Road through the promotion of backstreet economy.
