Skip to content 
○ Young people are crowding Nanjing Aqua City. In the first half of this year, the average daily passenger flow of Aqua City was 4-50,000, and the average daily passenger flow on holidays was 8-100,000; During the anniversary celebration, Aqua City attracted more than 350,000 visitors, a year-on-year increase of 20%, and sales increased by 8% year-on-year.
○ When the industry is arguing about whether to upgrade or downgrade, Aqua City runs out of its own pace.01Aqua City has been popular for 16 years○ On the social grass planting platform Xiaohongshu, some fans described “entering Aqua City, you have entered another world”. Creating an exclusive world for young people has been the right thing to do since Aqua City opened. Grasp the consumer demand to lead the young consumer group and create a more cutting-edge lifestyle, which can be glimpsed from the 16th anniversary celebration of Aqua City.
○On the day of the anniversary, the brands March Beast and Li Ting in Aqua City took the lead in launching a limited-time sale of mysterious IP and lucky draws, plus bilibili2233 Mother’s Birthday Party, Nanjing House Dance Lianmeng City Party, SISP mini Animation Carnival, Hengdian Cinema Detective Conan Viewing Group and other activities, which triggered an unprecedented queue.
○In addition, Aqua City combines the two traffic passwords of ACG and catering to arouse social resonance. Many catering brands have launched set menus, so that young consumer groups can not only eat grain, but also meet their own food needs, and successfully capture the second generation. Starting from the fireworks that are the easiest to bond with the emotional resonance of the public, strengthen the sense of identity and belonging of the two-dimensional circle, and turn the store into a social field, so as to effectively improve the brand performance in the field.
○ A variety of activities were carried out in succession, triggering a carnival in the city. Aqua City has created activities such as a special birthday celebration of Deng Ziqi singing on Nanjing Street, a children’s old goods replacement market, a summer surfing party, and a summer night camp for national defense guards, accurately connecting fan groups, parent-child families and young consumers. At the same time, through discounts, cash inflation, super points, lucky draws, overlord meals, 16th birthday parties and other activities, the city-wide carnival was triggered, bringing new traffic and opportunities to the mall, and fermenting a wider communication momentum.
○As a 16-year-old shopping mall, the charm of Aqua City is not limited to its strong festival-making ability, and its daily operation is the key to its long-term operation.
○The first store and new store are here, and Aqua City is always one step ahead. Since last year, Aqua City has anchored the two-dimensional circle with Generation Z as the core customer group, and this year, it has introduced a large number of first stores and star stores to strengthen the content of the circle to expand its attractiveness and continue to break the circle.
○ Since May alone, Aqua City has attracted 19 two-dimensional brands to enter the market, including the first stores of leading brands in the industry such as bilibiligoods, new bell set, cat shouwu, March beast, model play bear, and Tama Wanshiwu, and the planning area of the pan-two-dimensional business has reached nearly 6,000 square meters.
○In addition to the second dimension, Aqua City has been renovated in multiple dimensions, introducing brands such as 13-style barbecue, Xi Xiong barbecue, Jinjin curry, Shiwei Xian, Man Weiming, and yogurt cans to further broaden the breadth and depth of the catering matrix; Sky City, Mouju, Hidoll, etc., strengthen the entertainment experience function of shopping malls; Apparel brands such as Weiying, Weaving, Mapu, and LUXGLASSES and the opening of Huawei have better served the daily needs of consumers; Aqua City has also introduced the Pet Observation Bureau to bring the pet-friendly label to life.
○ According to data, the average daily sales of the two-dimensional format of Aqua City is nearly 500,000, which is roughly calculated to be close to 200 million a year, and the turnover of Aqua City in 2023 will be 1.35 billion, accounting for nearly 15%. As a once niche subcultural consumption field, this achievement has been very impressive.
02The youthful vitality of the city has become concrete○ On Dianping and AutoNavi Guide, Aqua City is at the top of the relevant list. According to the AutoNavi Guide shopping list, 35,000 people have recently arrived at Aqua City through navigation, which to some extent represents the popularity of Aqua City.
○ In fact, since its opening, Aqua City has been the main consumer battlefield of young people at that time, and now 16 years later, Aqua City is still a paradise for young people, which is naturally behind Aqua City’s rapid ability to control consumer demand, and it is also the road to long-term ascension of the mall.
○ In 2008, as soon as it debuted, Aqua City amazed Nanjing, in addition to the label of Nanjing’s first real shopping center, what is more valuable is that Aqua City has created the most complete fast fashion matrix, single-handedly improving Nanjing’s fashion, and taking water as the main body to create a semi-open block and out of the circle. With the support of many labels, Aqua City became profitable in its first year of operation.
○ In recent years, the main consumer groups have shifted from the post-80s and post-90s generations to Generation Z, and Aqua City has also stood at a new starting point, through upgrading the layout of the future and creating a circle of space: it has innovatively created three major interpretation spaces: the Urban Cultural Theater, the Music and Light Show Arena, and the Qinhuai Starry Sky Night Restaurant, becoming the first open immersive art exhibition center in Nanjing; It took the lead in achieving precise links with pet lovers and became the first pet-friendly shopping mall in Nanjing; Break the traditional business pattern, focus on the circle, and subdivide it into the new retail circle, the pan-two-dimensional circle, the trend circle, the pet circle, etc.
○ Behind the growth and evolution, the underlying logic of Aqua City is to use culture to drive the circle economy, let culture converge, and build itself into a multicultural social field for young people.
○For example, Aqua City combined with the cultural circle to build Nanjing’s first two-dimensional movie theater, carried out themed movie viewing activities, achieved a surge in the performance of Hengdian Cinema, and won the first place at the box office of Nanjing cinemas in June.
○ In order to allow multicultural integration and collision, Aqua City actively promoted the co-branding of merchants in the venue, and the joint series of Sony and Lonely Rock made Sony’s monthly sales exceed 8 million; niko and… It has successively launched a collaborative series with Monster No. 8 and Minions, which has made Niko and… The monthly sales volume exceeded 2.5 million.
○ This also means that the product has actually become a social currency in addition to its functional attributes, and the creation of a multicultural social field has successfully stimulated people from all circles to enter and interact with each other, further improving the performance of the mall and the brand.
