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1、TX HUAIHAI YOUTH ENERGY CENTERTX Huaihai Youth Energy CenterIntroductionTX?|?ImmersiveArt Experience?CuratedRetail Store?Connection ofCommunity?Smart Promotion&Operation?Exclusive Launch&EventTX?TX Youth Energy DistrictTX?Youth Eco-SystemTX?INTROIAE/CRS/COC/SPO/EL&E/YED/YES/Contents/?TX HUAIHAI|YOUT2、H ENERGY CENTER -000TX HUAIHAI YOUTH ENERGY CENTER -001TX Huaihai Youth Energy Center is an all-encompassing cultural space featuring innovative retail experiences,cutting-edge art installations and buzz-driving exclusive events.It is the first CURETAIL commercial space in China-a highly curated cul3、tural landmark with the aim of offering a community experience to this generations youth consumer.Located in the heart of Shanghais central Huaihai Road,TX is a joint project between Bailian Group,Jinjiang Group and URF.Since its inception in 2019,TX has successfully held over 300 events including e4、xclusive launch events,exhibitions,shows,community activities and more.It has quickly become a go-to spot for Chinas XYZ generations and was named in HYPEBEASTS 2020 November Shanghai Youth Consumption consumer report as a dark horse amongst typical commercial centers and becoming one of the most po5、pular shopping venues in Shanghai.-TX?TX?2019?2021?TX?300?XYZ?HYPEBEAST?2020?11?“?”?TX?“?”?IntroEN-ZHTX HUAIHAI YOUTH ENERGY CENTER -002INTROWeBelieve InYouth Energy-An idea irrespective of age yet centering on attitude.TX Huaihai acts as a platform to connect all dimensions of todays youth energy,e6、mpowering the new generation and creating an YOUTH ECO SYSTEM.We OferCommunity andCultural Synergy-We believe that the desire to belong empowers common values,hobbies and preferences.Youth can come together,regardless of national boundaries or distance.We provide a platform and facilitate opportunit7、ies for them.WeExplore“Curetail”-We explore the innovative application of data in the field of consumption.Consumers get new experiences,and brands get the full support of big data and artificial intelligence technology to support their needs.WeAdvocateThe Spirit of“X”-X stands for a refusal to rely8、 on outdated frameworks and constantly pushing the boundaries in youth culture.This is the common thread between TX and all its platforms.?-?TX?-?-?X?-?“X”?。TX HUAIHAI YOUTH ENERGY CENTER -003INTRO42%38%11%5%4%20-3030-4040-5050-60OthersPortrait of TX CREWTX?TX?Gender DistributionAge DistributionTX C9、onsumerTX ConsumerFemale57.40%Male42.60%?50,500870,00020,000?WeekdayDaily Foot TrafcHoliday and WeekendDaily Foot TrafcMonthly Foot TrafcTX HUAIHAI YOUTH ENERGY CENTER -004INTROTX SOCIAL MEDIA ECOSYSTEM?2021?6?TX?1.5?6?10?1?1?70?+?800?KOL?1?23?-By June 2021,TX Huaihai Youth Energy Center has accumul10、ated over 150 million media impressions and over 100,000 social media articles through major media platforms.Overall,total earned media value has exceeded 10 million,in addition to 70+major mainstream TV coverage pieces.INFO150 Million1.5?23?23?150 Million Impressions230K+Followers on all PlatformsT11、X HUAIHAI YOUTH ENERGY CENTER -005Immersive Art Experience?AIEArt is never out of reach at TX Huaihai;the public can freely participate in art activities in our commercial space.TX Huaihai has held nearly 30 art exhibitions,including 6 large-scale exhibits covering easel painting,installation art,di12、gital art,public art,performance art and more.TXs Curatorial team has independently curated exhibitions for 6 brands,helping them redefine their image,whilst our ever-evolving series of workshops continues to be a focal point for the public.TX Huaihai not only creates an immersive art experience,but13、 also provides a platform for young artists to showcase their talents.-?TX?TX?30?6?TX?6?“?”?WORKSHOP?TX?TX?TX HUAIHAI YOUTH ENERGY CENTER -006IAE/88 Rising08.08-08.22(2021)?One of Asias most iconic pioneering media platforms featuring forward-thinking artists and creators,88Rising is known for its m14、assive viral video hits and collaborations with well-known American artists with its focus on bridging Eastern and Western cultures.This summer,88 rising has its frst ofine immersive art event in China at TX Huaihai,attracted more than 8000 visitors within 2 weeks.INFOHEAD IN THE CLOUD?TX HUAIHAI YO15、UTH ENERGY CENTER -007IAE/?04.01-04.20(2021)4?1?4?20?REDOX?TX?12?“?”?The?Just Outrageous?Absurd Exhibition featured Huang Heshan,Mao Ku and 12 other trendsetting artists of the RED platform(?),whilst exhibiting absurd and incredible fragments from the daily lives of ordinary users of RED.INFOAbsurd 16、ExhibitionTX HUAIHAI YOUTH ENERGY CENTER -008IAE/China Next?TX?CHINA NEXT?WING SHYA?223?RANDOMEVENT?GROUND(ZER)O?Hoyee?On3lv3?HAMCUS?LIFEGOESON?Unawares.?TX?T?20?workshop,?Famous photographers Yongkang Xia,Xiaomo Xiong,Xiaoxi Ka,Michelle(director of Hamcus),Phillip Chu(director of Ground(Zer)O),Da-L17、i(director of Lifegoeson),Hoyee Li(founder of OneLove),Kevin Ng(director of Unawares)joined the program of TX Huaihai China Next,the program aimed to promote Chinese fashion brands using the collaborations with photographers mentioned above.INFO12.18(2020)TX HUAIHAI YOUTH ENERGY CENTER -009IAE/Danie18、l Arshams Porsche 911 Exhibition?On September 11,2019,the IAG Art Space opened itsdoors to the winners of the 2018-2019 Porsche YoungArtists of China Biennial Exhibition,co-organized byPorsche China and the CC Foundation;co-sponsoredby the ART021 Shanghai Contemporary Art Fair andTX Huaihai.This exh19、ibtion highlighted Daniel Arshams work and attracted over 10,000 viewers.INFO09.11-0920(2020)TX HUAIHAI YOUTH ENERGY CENTER -010IAE/?“?”?Youtube?Bilibili?15?“?”?“?”?4?IP?TX?150?5000?What is WATCH IT LEARN IT PICK IT UPYoung people nowadays have access to things such as Red Book,BiliBili and other so20、cial media platforms that allows everyone to learn and consume new information in quick-time video tutorials-its changed the face of information consumption.We are leveraging this idea to create short-form in-person workshops and events with a goal to unite art museums,universities,educational insti21、tutions,creative organizations and sports communities to help contribute to todays youth culture by ofering in-person and short-form for our youth community.Since it went live in April,we have utilized Red Book,Yicang Art Museum and other major institutions and organizations to host over 150 offline22、 events for other 5,000 participants,offering a platform to learn and engage.INFOWATCH ITLEARN ITPICK IT UPTX HUAIHAI YOUTH ENERGY CENTER -011IAE/?WATCH ITLEARN ITPICK IT UP?TEMPORARY RELATIONSHIPS?EXPLORE A SILENT WORLD,BRIDGE COMMUNICATION GAPS?IDENTITY ELIMINATE SYSTEMTX HUAIHAI YOUTH ENERGY CENT23、ER -012IAE/?WATCH ITLEARN ITPICK IT UP?WORK SHOP POSTERSTX HUAIHAI YOUTH ENERGY CENTER -013Curated Retail Store?RCSSince TXs inception,every potential long-tern tenant,event or pop-up undergoes a strict curation standard to meet the values of TX.A total of 49 different brands have become long-term t24、enants in the space-34 of which marked the brands first offline retail operation in Shanghai and 32 of which marked the brands first offline retail operation nation or worldwide.-100%?49?34?32?TX?XYZ?INNERSECT?MASTER BY teamLab?ENG?Vans?TX HUAIHAI YOUTH ENERGY CENTER -014CRS/TX?FLOOR GUIDE?Highest o25、f Shanghais night life?Chinas core Vintage lifestyle insiders community?The hub of immersive experience?Incubator of Chinese creative youth?Defining world-class street style and lifestyle.?A social platform for youth energy and international trends.L6 Bon-bonL5 HybridL4 The VintageL3 China NextL2 Ur26、ban CreativeL1+B1 Market H+Theater XTX HUAIHAI YOUTH ENERGY CENTER -015CRS/MASTERMASTER?RT?Round Table?teamLab?IP?2020?TX?400?19?“24?”?“?”?MASTER?“M”?Master?Medium?Modern?Music?M?MASTER?MASTER located on the top floor of TX Huaihai offers an unprecedented music and nightlife experience.A joint proje27、ct between entertainment group RT(Round Table)and world-renowned Japanese light art team teamLab-MASTER is at the forefront of Chinas nightlife culture and also a space for teamLabs groundbreaking lightshows.Not only is it one of Shanghais hottest nightclubs,MASTER also offers a space for various po28、ssibilites-Master,Medium,Modern,Music-all tied by the M representing a new social entertainment space.INFOTX HUAIHAI YOUTH ENERGY CENTER -016CRS/neXtlab?TX?|?(TX Huaihai Youth Energy Center)4F?700?CBD?neXtlab is a multi-purpose space defining the concept of CURETAIL.It features an art gallery,coffee29、 shop and retail spaces all aligned through community events such as workshops and lectures.INFOTX HUAIHAI YOUTH ENERGY CENTER -017CRS/China NextTX?|?L3“China Next”?11?TX is proud to represent Chinese youth and trend culture at the forefront of the world.L3 CHINA NEXT gathers some of Chinas most exc30、iting young designers and brands-offering them a platform to open their first retail shop and support throughout their growth through our brand incubation system.So far,over 11 brands have landed in TXs CHINA NEXT platform and we hope to continue to represent,inspire and promote Chinese youth cultur31、e on a world stage.INFOGAONCREWPSO BrandFYPARMY LOGIC?BAD MARKETSAVAGE FLAVORLazyEzayLES POINTS NOIRSSUAMOMENTThisNorThatBRANDS LISTTX HUAIHAI YOUTH ENERGY CENTER -018CRS/China Next?PSO Brand?SUAMOMENT?10?TX?“CHINA NEXT”?TX?100W?Chinese youth culture in fashion has seen an exponential growth in rece32、nt years.TX has played a huge role in incubating national brands such as PSO Brand and SUAMOMENT-both of which have annual sales exceeding 1 billion RMB.Both brands opened their first brick and mortar outlet at TX Huaihais L3 CHINA NEXT and through this platform grew their brand with more direct-to-33、consumer experiences and brand storytelling-reaching offline monthly sales to 1 million RMB.INFOTX HUAIHAI YOUTH ENERGY CENTER -019CRS/China Next?Army Logic?Savage Flavor?workshop?Army Logic and Savage Flavor are two other Chinese brands that have seen a huge increase in growth since the opening of 34、their first brick-and-mortar both of which are also located in TX Huaihais L3 CHINA NEXT.These brands have successfully translated their online brand image offline by using their space as a flagship area in which their customer base can interact and experience the brand through workshops,store exper35、iences and community-focused events.INFOTX HUAIHAI YOUTH ENERGY CENTER -020CRS/FiSN?FiSN?JUCE BAR?FLOWER SHOP?YARD?FUTURE IS NOW or better known as FiSN is one of the hottest Chinese brands right now,and its first-ever physical retail concept is in TX.The physical retail space includes a juice bar a36、nd a flower shop with a yard integrated inside.FiSN is a close collaborator with HYPEBEAST and also Casio.INFOTX HUAIHAI YOUTH ENERGY CENTER -021CRS/AKENZRICK OWENS DRKSHDWII BY BORIS BIDJAN SABERIRAEBURN STUDIOISO.POESTISMSANKUANZC2H4AKENZ?Rick Owens?Boris Bidjan Saberi?iso.poetism?KRAKATAU?30?AKEN37、Z originated in Scandinavia and has gathered many top European and American brands together in one space.With leading designers such as Rick Owens,Boris Bidjan Saberi and more,AKENZ offers pioneering designs through a carefully curated brand list of over 30 names.INFOBRANDS LISTTX HUAIHAI YOUTH ENER38、GY CENTER -022CRS/Solo XSolo X?(?)&?&?SOLO X is a combination of urban sports experience and a Michelin-starred restaurant all in one space.Offering an unparalleled sports experience(rock climbing and skiing)in the heart of the city and a space to socialize and hang out.SOLO X defines new luxury spo39、rts lifestyle in China.INFOTX HUAIHAI YOUTH ENERGY CENTER -023CRS/Vans Huai-Hi?TX?Vans Huai-Hi?Boutique Store?Vans?Vans?Vans?Vault by Vans?workshop?Vans?Vans?Huai-Hi,located on the forefront of Shanghai?s Huaihai Middle Road is the brand?s first boutique store in Asia after having opened similar con40、cepts in London and New York.Putting community over retail,Vans Huai-Hi not only offers extended product lines(including Vault by Vans and more),it offers a hang-out spot for local skateboarding,art and street culture.The store embodies TX?s ethos of CURETAIL with rotating exhibitions every month,en41、gaging new customers and offering them a unique experience each time they visit.Regular workshops and events also allow customers to truly experience the brand ethos and to help build Vans culture.INFOTX HUAIHAI YOUTH ENERGY CENTER -024CRS/ENGSANKUANZROKHKWAIDAN EDITIONSNATASHA ZINKOSTEFAN COOKEREES42、E COOPERMAGLIANOINNERAUMALAN CORCETTIAREAFENG CHEN WANGMISBHVHELIOT EMILPERKS AND MINIBORN X RASIEDA BETTER FEELINGMUGLERGmbHJUUN.JMARTINE ALIOTTOLINGERROMBAUTDIDUMARTINE ROSETELFARHELMUT LANGWE11DONEEV BRAVADO032CARIES.BRANDS?ENG?ENG Science Station at TX Huaihai?TX?|?ENG represents a host of avant43、-garde and exciting brands from around the world-housed in a unique and cutting-edge sci-fi inspired retail experience.Through combining culture and the future,ENG has become an exciting space with the ENG Science Station in TX Huaihai.INFOBRANDS LISTTX HUAIHAI YOUTH ENERGY CENTER -025CRS/INNERSECTI44、NNERSECT?Intersect?Inner?t?n?INNERSECT?TX?|?MINIWIZ?INNERSECT?/?X-girl x Berbrick 2021?Levis X NIGO?INNERSECT stands for INNER and INTERSECT,meaning to explore,seek and perceive new trend culture.This is INNERSECTs first offline retail concept and often hosts exclusive launches and events pusing the45、 boundaries of street and fashion culture.A-COLD-WALL*AMBUSHDIESEL X READYMADEHELIOT EMILMISBHVZEGNA X FEAR OF GODINFOBRANDSBRANDS LISTTX HUAIHAI YOUTH ENERGY CENTER -026Connection of Community?OCCFirst community,then business.Take the construction of community culture as our responsibility,continue46、 to support and incubate the local youth cultural community.-?TX HUAIHAI YOUTH ENERGY CENTER -027COC/?“GANG FUN”FRISBEE GAME09.25(2021)FRISBEECOMMUNITYTX HUAIHAI YOUTH ENERGY CENTER -028COC/?SUPER AMATOR PING PONG TOURNAMENT08.01(2021)PING PONGCOMMUNITYTX HUAIHAI YOUTH ENERGY CENTER -029COC/?The One47、 Crew?THE ONE CREW NIGHT RUNNING ON EVERY TUESDAY03.13(2021)RUN FOR THE TREES?RUNNINGCOMMUNITYTX HUAIHAI YOUTH ENERGY CENTER -030COC/?STYLE&SOUND?STREET CULTURAL FESTIVAL?THE RAP OF CHINA OFFLINE RAP CLUBHIP-HOPCOMMUNITYTX HUAIHAI YOUTH ENERGY CENTER -031COC/?NIKE SB DUNK LOW GRATEFUL DEADX FLY FLIP48、 FOR KICKS?SKATECOMMUNITYTX HUAIHAI YOUTH ENERGY CENTER -032COC/?UAU?03.14(2021)11.19(2020)?CARTIER WORKS WITH GRAFFITI CONTEMPORARY ARTIST CHEN YINGJIEGRAFFITICOMMUNITYTX HUAIHAI YOUTH ENERGY CENTER -033COC/?Millennium?MILENNIUM STREET DANCE COMMUNITYG-SHOCK?G-SHOCK ABSOLUT TOUGHNESSSTREET DANCE FI49、NAL STREET DANCECOMMUNITYTX HUAIHAI YOUTH ENERGY CENTER -034COC/?ONTIMESHOW2020SS SHOWROOMFASHIONCOMMUNITYTX HUAIHAI YOUTH ENERGY CENTER -035COC/?NIKE?NIKE BASKETBALL COMMUNITY SERIES ACTIVITIESBASKETBALLCOMMUNITYTX HUAIHAI YOUTH ENERGY CENTER -036COC/?DOE?MEET?COLORS ON THE MOVERIDINGCOMMUNITYTX HU50、AIHAI YOUTH ENERGY CENTER -037Smart Promotion&Operation?PSOThe self built intelligent operation system integrates property management,CRM system,retail data system and intelligent marketing system to continuously enable new retail capabilities for partners.-?TX HUAIHAI YOUTH ENERGY CENTER -038SPO/Sm51、art Promotion&OperationVisitors to TX Huaihai will have a unique experience every visit-supported by TXs smart promotion and operation CRM systems.Innovative digital implementation will be a part of our digital user experience with omni-channel operations,supported by all of TXs tenants.-?INFO?Syste52、m User Creation?Shared Customer Traffic Pool Data?Omni-channel Private Domain?Offline Staff SupportTX HUAIHAI YOUTH ENERGY CENTER -039Exclusive Launch&EventTX?Since 2019,TX Huaihai Youth Energy Center has held over 300 events from exhibitions,pop-ups,retail sales events,brand activities,community pr53、ojects and more.Not only do we engage the local community,but our online presence and network of KOL and celebrities have seen far-reaching influence.Our goal is always to offer unforgettable experiences for our customers while pushing the boundaries of youth culture.-?2019?2012?TX?300?24?100?49?34?54、32?TX?XYZ?L&EETX HUAIHAI YOUTH ENERGY CENTER -040EL&E/MEDM?POP-UP06.12(2021)MEDM POP-UP/CHARITYTX HUAIHAI YOUTH ENERGY CENTER -041EL&E/?CANOTWAIT_?06.01(2021)WILLIAM CHAN APPEARS CANOTWAIT POP-UP STORETX HUAIHAI YOUTH ENERGY CENTER -042EL&E/GXG x#FR2 POP-UP STORE04.23(2021)TX HUAIHAI YOUTH ENERGY CE55、NTER -043EL&E/?04.14(2021)TMALL BEAUTY AWARDSTX HUAIHAI YOUTH ENERGY CENTER -044EL&E/CLOT FW21DYNASTY?03.27(2021)CLOT FW21 DYNASTY SERIES LAUNCH EVENTTX HUAIHAI YOUTH ENERGY CENTER -045EL&E/TEAMWANG?ME VS ME?CONCEPT STORE 01.17(2021)TX HUAIHAI YOUTH ENERGY CENTER -046E-RE?12.28(2020)?DreamAmp?PHILIP56、S DREAMAMP STATIONTX HUAIHAI YOUTH ENERGY CENTER -047EL&E/?3125C/OBJECTIVEx MEDICOM TOYEDC BERBRICK?12.23(2020)LIMITED 3125C/OBJECTIVEMEDICOM TOY EDC BERBRICK OFFLINE本方案為 微信公眾號：精英策劃圈（一個學習策劃的平臺），私藏推薦，僅供個人學習之用 更多海量營銷策劃方案請關注公眾號或私聊（加助手微信號:anran1468），本平臺有您需要的任何資料！TX HUAIHAI YOUTH ENERGY CENTER -048EL&E/V57、OGUEME?11.17(2020)VOGUEME COOL PEOPLE PARTYTX HUAIHAI YOUTH ENERGY CENTER -049EL&E/Chloe X Fusalp?E-REFENDIROMA PARTY11.13(2020)11.13(2020)CHLOEFUSALP SNOW PARTYHALLOWEEN NIGHT PARTYTX HUAIHAI YOUTH ENERGY CENTER -050EL&E/TX?|?10.31(2020)HALLOWEEN NIGHT PARTYTX HUAIHAI YOUTH ENERGY CENTER -051E-REUG58、G?09.28-10.18(2020)EL&E/CANOTWAIT_ TO SMILE10.05(2020)TX HUAIHAI YOUTH ENERGY CENTER -052EL&E/NIKE SB DUNK LOWGrateful Dead XFLY Flip for Kicks?07.23(2020)NIKE SB DUNK LOW GRATEFUL DEAD XFLY FLIP FOR KICKS LIMITED RELEASETX HUAIHAI YOUTH ENERGY CENTER -053EL&E/Hot SummerCool DogsTA?E-REPUMA xMR DOOD59、LE07.11-07.12(2020)07.01-07.20(2020)PET ADOPTION MARKETTX HUAIHAI YOUTH ENERGY CENTER -054E-REPUMA?LIU WENCOLLABORATIONLAUCN EVENTEL&E/CLOT x NIKEx Medicom ToyBErbrick LaunchE-REWILD CINEMACONTEMPORARYART EXHIBITION05.24(2020)06.13-06.17(2020)06.12-08.31(2020)TX HUAIHAI YOUTH ENERGY CENTER -055EL&E/60、PROGRAMRECORDINGE-RETHE NORTH FACE#WILD AT HOME#OFF-LINE CHALLENGEE-READIDASORIGINALSSUPERSTAR50THANNIVERSARYEVENT05.15(2020)05.14(2020)02.17-02.21(2020)?720 TRENDSTTER?TX HUAIHAI YOUTH ENERGY CENTER -056ELE/TX HUAIHAIUNPACKING DAY12.31(2019)TX HUAIHAI YOUTH ENERGY CENTER -057TX YOUTHENERGY DISTRICTNo.523Middle Huaihai Rd.Huangpu DistrictShanghai,200020ADDRESSCHANGLE Rd.?CHANGLE Rd.?MIDDLE HUAIHAI Rd.?MIDDLE HUAIHAI Rd.?YANDANG Rd.SOUTH CHENGDU Rd.?TX HUAIHAI YOUTH ENERGY CENTER -058Youth Eco-SystemTX?SPACEPR COMMUNICATIONMEDIAMARKETINGBRANDTX CREWCURATIONTX HUAIHAI YOUTH ENERGY CENTER