Exhibitor News
Joy in retail - COFCO Joy City
2016-04-18
The commercial property market in China has encountered oversupply. Amid gloomy market predictions, Joy City has chosen a pathway of quality and refined development as opposed to the general practice of massive and rapid property expansion. This business model can be difficult to duplicate.
Joy City has undoubtedly become an irreplaceable brand among the young generation of consumers. It’s a top destination for going out during weekends and meeting up with friends. Since opening of its first location, Joy City has directly targeted at a niche consumer group that is the young generation. Its floor-based business segmentation, themed commercial blocks and the in-house developed consumer flow forecast system have added great innovation and imagination elements to the commercial property.
When most commercial projects are busily engaged in retail wars that compete with promotional campaign and brand in the past to the current competition of experience offer, culture and online business, Joy City has been building on its precise target group of the emerging middle class from the age 18 to 35 group, innovating its product offers while improving its organizational management to achieve rapid yet steady growth. Through innovative products, Joy City aims to refine its consumer group and work with its members to establish a new platform of lifestyles.
