in77 triggered another consumption wave over the Labor Day holiday period, and consumption rebounded significantly. Footfall and sales at the shopping center rose by 168% and 73% year on year, respectively, well above the national average. Hangzhou Hubin Yintai in77 recently won the Van Sound Club award for “Impact Performance Shopping Mall”. With shopping malls nationwide introducing more innovative concepts, and consumer preferences becoming increasingly demanding, how will in77 dig deep, innovate and prevail as industry competition intensifies?

Improving the retail experience by bringing together youth and brand power

Responding actively to Gen Z’s pursuit of individualization, passion for local brands that reflect cultural confidence, and their enthusiasm for high-level and cutting-edge brands, in77 introduced more than 40 first stores and flagship stores in 2022. It strives to continue to improve the retail experience of shoppers with high quality brands of high standards. Linkshop statistics reveal that in terms of the number of first stores introduced by shopping malls, in77 beat 25 other Hangzhou large shopping malls in terms of the number of first stores in China, Zhejiang and Hangzhou.

As for marketing, in77 works closely with multiple brand partners to actively bring in events and activities that young people prefer. Thematic modes of business such as “ACGN”, “l(fā)ocal fashion brands”, “retro neighborhoods”, and “tipsy lifestyle” have grown steadily over time, and have become the frontiers of commercial innovation in China. In the first half of 2023, in77 launched a number of impactful and quality events such as the DORA themed special exhibition and Hubin Cosmetics Festival 2.0. These further bolstered its credentials as the “spiritual home” of Gen Z, and it is now a commercial and social space preferred by young people.During the Labor Day holiday period, in77 presented a series of cultural events based on its own characteristics. In particular, its Hangzhou landmark photo-op installation gained a lot of attention on social media platforms. It also collaborated with Hangzhou Drama Theatre to stage a physical comedy flash mob, “You’re Awesome”, to kick-start the Labor Day holiday.

Volunteer culture is also an active feature here. Volunteer activities such as the “X-Shaped Pedestrian Walk” and the “Most Beautiful Human Wall” have also become special highlights of the holiday period.

in77 wins “Impact Performance Shopping Mall” award with smart living spaces

At end-2022, Hangzhou Hubin Yintai in77 was selected as a national smart demonstration store.

in77 has an integrated digital marketing platform and electronic membership system, comprising many functions including basic membership information management, shopping order management, and reward points inquiry and exchange, among others. It can analyze consumption and visitor flows, forecast trends, as well as profile consumer groups, providing support for brand marketing and event planning.

Going forward, how in77, and indeed the entire Yintai Group, can compete at the highest level will depend on the approach they will adopt to competently carry out refined operations by integrating digital management, and continue to create benchmark commercial projects that better cater to the younger generation.

Yintai Group will strive to explore and grow by adopting innovative models, and produce differentiated breakthroughs. It will help upgrade the urban retail scene, empower urban lifestyle transformation and urban renewal, enrich industry and market imagination, and continue to witness and grow with the city.