Core Points - The Changsha Beichen Delta Joy City will be independently operated by Beichen Group starting September 20, 2025, following the expiration of the contract with Joy City [1][3] - The project has seen significant improvements in foot traffic, sales, and regional capabilities during its four years of operation, establishing a sustainable foundation for the Beichen business district to evolve into a "provincial-level nighttime consumption gathering area" [3][5] - Joy City will ensure the continuity of member rights and benefits during the transition, with a gratitude reward program for members running from August 19 to September 19, 2025 [4] Company Operations - The Changsha Beichen Delta Joy City will be renamed "Changsha Beichen Hui" and aims to provide diverse consumer experiences and high-quality services [1] - New brands such as Domino's Pizza and Yuegaojia Supermarket are being introduced to the mall, indicating ongoing operational activities [3] - Joy City has demonstrated strong performance across its national portfolio, with significant sales and foot traffic increases reported during recent promotional events [4] Industry Trends - The transition of operations from Joy City to Beichen Group reflects a growing maturity in the commercial environment of Changsha and a diversification of asset management entities [5] - The Changsha Beichen Delta commercial project is positioned as a core project within the Beichen Delta business district, benefiting from the foundational support provided by Joy City's management expertise [4][5]

Core Insights - Shenzhen's first Joy City opened on July 12, 2023, after 15 years of development, covering an area of 250,000 square meters, attracting over 420,000 visitors and generating nearly 20 million yuan in sales on its opening day [6][11] - The mall features a significant proportion of first stores and customized shops, with over 50% of its brands being new to the market, including notable names in the pet economy and family-oriented sectors [7][8] - Despite the initial success, consumer feedback indicates that while there are many dining options, they lack standout offerings compared to established competitors [10] Company Overview - Joy City is a commercial real estate platform under COFCO Group, known for its strong presence in northern China [11] - The opening of Joy City in Shenzhen marks a strategic move into a highly competitive market, with the Bao'an district being a key area for commercial development [11][12] Market Dynamics - The Bao'an district is projected to have nearly 40 commercial complexes by 2024, with a total commercial area exceeding 3.1 million square meters, making it the largest commercial hub in Shenzhen [11] - The competitive landscape is intensifying, with 21 new projects expected to open in Shenzhen by 2025, adding approximately 1.8625 million square meters of commercial space [11][12] - Differentiation in offerings and brand appeal will be crucial for new entrants like Joy City to succeed in this crowded market [12]

Core Insights - Shenzhen's first Joy City opened on July 12, marking a significant addition to the commercial landscape of the Guangdong-Hong Kong-Macau Greater Bay Area after 15 years of development and multiple delays [1] - The opening day saw over 420,000 visitors and nearly 20 million yuan in sales, with many brands achieving national and local sales championships [1][3] - The commercial environment in Shenzhen is highly competitive, with 21 new projects expected to open by 2025, adding a total of 1.8625 million square meters of commercial space [1] Group 1: Commercial Performance - Shenzhen Joy City attracted over 420,000 visitors on its opening day, generating sales close to 20 million yuan, excluding Apple and automotive sales [1] - Nearly 100 brands achieved national sales champions, and around 50 brands topped sales in Shenzhen [1] - The shopping center features over 400 quality brands, with more than 50% being first stores and customized stores, focusing on trends like family, trendy toys, and pet economy [3] Group 2: Innovative Offerings - The shopping center includes unique spaces such as an open-style trendy cross street, a 4,000 square meter rooftop garden, and a 30,000 square meter "underground city" [6] - The center hosts several themed pop-up stores, including Disney's Toy Story and other popular IPs, enhancing the social and experiential aspects of shopping [6][7] - The introduction of a Hema Fresh store, which is the first hot pot experience center in the nation, showcases innovative retail strategies [3] Group 3: Competitive Landscape - The commercial real estate market in Shenzhen is intensifying, particularly in Bao'an District, which is projected to have nearly 40 commercial complexes by 2024, totaling over 3.1 million square meters [10] - Major competitors include local developers like Hongrongyuan and established brands like K11, which have been expanding their presence in the region [10][11] - The increasing number of commercial complexes necessitates differentiation through effective brand attraction and a well-curated mix of retail offerings [11]

Core Viewpoint - Shenzhen's first Joy City officially opened on July 12, 2023, after 15 years of development and multiple delays, attracting significant consumer interest and sales on its opening day [1][5]. Group 1: Opening Day Performance - On its opening day, Shenzhen Joy City attracted over 420,000 visitors and achieved nearly 20 million yuan in sales [2]. - The project has a total area exceeding 730,000 square meters, with the shopping center covering approximately 250,000 square meters [5]. Group 2: Market Positioning and Competition - Shenzhen's diverse consumer base includes trend-seeking youth and quality-focused middle-to-high-income groups, leading to different strategies between northern and southern commercial entities [2]. - Northern commercial entities, like Joy City, typically leverage first-store economies and IP events to attract younger consumers, while southern counterparts focus on art exhibitions and immersive experiences to draw high-end clientele [2][10]. Group 3: Development Challenges - The development of Shenzhen Joy City faced significant challenges, including a 7-year negotiation for land acquisition and a lengthy demolition process, with the first phase completed in 2019 [5]. - The project was initiated in 2010 through a framework agreement with the Shenzhen Bao'an District government [5]. Group 4: Future Prospects and Expansion - By the end of 2024, Joy City plans to have 44 commercial projects in China, with 30 being heavy asset projects and 14 light asset projects, totaling a commercial area of 3.75 million square meters [7]. - The opening of Shenzhen Joy City is part of a broader trend, with multiple commercial projects, including K11 and other shopping centers, launching in Shenzhen this year [9]. Group 5: Market Dynamics - The commercial landscape in Shenzhen is becoming increasingly competitive, with nearly 40 commercial complexes in Bao'an District alone, totaling over 3.1 million square meters [9]. - The differentiation in commercial strategies between northern and southern entities reflects deeper corporate philosophies and market approaches [10][12].

Group 1 - Shenzhen Dayuecheng, a significant commercial project in the Greater Bay Area, officially opens with a total construction area of 250,000 square meters, focusing on art, trends, and social interaction [1] - The project aims to create a differentiated barrier through four strategic thoughts: curatorial thinking for space, boundary-less logic for business types, curator spirit for brands, and top-tier promotion for marketing, targeting to activate youth consumption [1] - The leasing rate of Shenzhen Dayuecheng reaches 99%, gathering nearly 400 brands, with over 50% being flagship or customized stores [3] Group 2 - The opening coincides with the 30th anniversary of "Toy Story," featuring the first exhibition in South China, "Toy Story 30th Anniversary: Playful Unboxing," in collaboration with Disney China [5] - Innovative non-standard experiential spaces such as "Fashion T-stage Cross Street" and "Star Chef Garden" are created, breaking traditional commercial space constraints [10] - The top-level Star Chef Garden spans 4,000 square meters, integrating green plants and cascading streams to form a winding green corridor, enhancing urban aesthetic experiences [12]

Core Insights - Shenzhen's commercial market is experiencing steady growth in the first half of 2025, driven by both "stock renewal" and "incremental breakthroughs" with over 400,000 square meters of new commercial space added [1] - The second half of 2025 is expected to see a surge in commercial openings, with over 10 new projects set to launch, including major developments across various districts [1][17] Group 1: Commercial New Forces - The keyword for Shenzhen's commercial landscape in the first half of 2025 is "renewal," with 4 out of 7 new or upgraded projects focusing on stock renovation [1] - Stock renovation is characterized as a "precise operation" based on location and market demand, successfully revitalizing old commercial spaces [2] - Notable projects include iN City Square, which underwent a significant transformation to attract younger consumers, achieving a 97% leasing rate and 95% opening rate [3] - PA MALL, previously PAFCmall, has been rebranded and renovated to enhance its appeal as a high-end business and lifestyle destination, achieving a 98.9% occupancy rate [5] - Other transformations include the conversion of traditional department stores into community-centric commercial centers, such as the JD MALL and New World Times Square [6] Group 2: Urban Renewal - Urban renewal in Shenzhen is not just about physical space but also about enhancing the value of entire districts, with two major projects exemplifying this trend [7] - The Shekou Prince Bay project is highlighted as a model for urban renewal, integrating production and city functions while enhancing cultural value [8] - K11 ECOAST showcases a blend of art, nature, and local culture, creating an immersive experience that attracts consumers [10] - The Yitian Holiday Plaza revitalizes an old urban area, achieving impressive visitor numbers and a high occupancy rate shortly after opening [11] Group 3: Third Quarter Focus - The announcement of the Shenzhen Bay MixC Phase II marks a significant evolution in the Houhai business district, enhancing connectivity and functionality [13] - The construction of Shenzhen Bay Cultural Plaza is set to be a key driver for the area's functional upgrade, linking various commercial and cultural venues [15] - The new branding of Shenzhen Bay MixC emphasizes a lifestyle approach, integrating art, luxury, and exploration into its offerings [16] Group 4: Observations for the Second Half - Shenzhen's commercial market is poised for a "quantitative and qualitative leap" in 2025, with 26 new projects planned, totaling 1.8295 million square meters [17] - The western part of Shenzhen, particularly the Bao'an district, is expected to see the most significant growth with 9 new projects [18] - Major upcoming projects include the world's largest indoor ski resort and a new cultural complex, both expected to attract millions of visitors [19][21] - Smaller, unique commercial projects are also emerging, enhancing the diversity of Shenzhen's commercial landscape [22]

Core Viewpoint - Shenzhen Joy City, developed by COFCO Group, is set to officially open at the end of this month, marking its first comprehensive complex in Shenzhen [1] Group 1: Project Overview - The total construction area of Shenzhen Joy City is 250,000 square meters, strategically located in the core of the Guangdong-Hong Kong-Macao Greater Bay Area, adjacent to the Qianhai Free Trade Zone [2] - The project has achieved a leasing rate exceeding 99%, with over 50% of the stores being first or customized stores, featuring nearly 400 brands [3] Group 2: Unique Features and Offerings - Shenzhen Joy City aims to create the city's first artistic trend-themed street, rooftop urban social space, and youth cultural entertainment area [6] - The rooftop "Star Chef Garden" is the first cloud rainforest dining and social space in Shenzhen, allowing citizens to enjoy nature while tasting high-quality cuisine [10] - The "25 Youth Time Zone" on B1 level is designed as a trendy underground city, paying homage to the historical Baoan 25 commercial area, blending trendiness with local culture [10][11] Group 3: Future Plans and Community Engagement - Shenzhen Joy City plans to introduce more top-tier IP city exhibitions and become a landmark for trendy culture and community activities [11] - The project will focus on creating a vibrant community hub through diverse activities, aiming to establish a gathering place for trendsetters [11]