Total 525 words used.
GENESIS：
Shenzhen Mixc World is a premier shopping center built by a major and trusted pioneering developer in China. With China's retail business expanding at an astonishing rate, even though it is still regarded as an industry leader, the company faces challenges from the market, namely, how to break through the limitations of traditional offline business and explore new scene models. In 2022, the project team launched a brand-new trendy cultural content brand IP "MIXTURE" which is dedicated to style innovation in city block-type trendy commercial spaces. Over the ensuing two years, the project used MIXTURE IP to build an offline "MXTR Block" space in the public street area "high street", and unique space experience content for the consumers. During the first phase of the project alone, an increase of almost 3 million in retail sales and nearly 1 million in rental income were realized within 3 months.
GOALS
1. To explore new business models for public space operation
2. To identify the key to enhancing brand value
3. To strengthen offline spaces, build a bridge of communication with the consumers and realize traffic monetization.
DEVELOPMENT
1. Further upgrading the space content: In 2023, the project team abandoned the traditional art and design thinking for shopping centers, worked with top international design agencies on applying architectural thinking to space, and rebuilt 8 small pop-up spaces.
2. Inviting brands based on different creative themes: "MXTR Block" operates on a quarterly basis, and for each quarter, an interactive communication platform is built for brands with the same temperament .
3. Rotating brands on a quarterly basis following concepts such as "outdoor, fragrance, designer buyers and sustainability". More than 40 popular global brands such as Patagonia, FREITAG and BLUE BOTTLE participated in the rotation, turning "MXTR Block" into an offline space eagerly sought after by popular brands.
RESULTS
1. The creation of the "MIXTURE" IP was an important step in brand operation as it enabled Shenzhen Mixc World to evolve from a traditional commercial real estate role into a brand identity. Within one year, the project team was able to use the "MXTR Block" space to connect more than 40 high-level brand resources and help them showcase their products on major social media where more than 800,000 discussions and more than 15 million mentions were posted. This endeavor successfully strengthened the brand power (as an increasing number of people visited the shopping center to experience and share, and 88% of them became free brand advertisements), and footfall increased by 30% year-on-year.
2. "MXTR Block" provides brands with a display platform capable of attracting the largest offline traffic while giving them small and low-cost trial and error spaces. "MXTR Block" helps incubate new brands. Through the creation of "MXTR Block" content, Shenzhen Mixc World is exploring extensively the possibility so that promotion investment and performance revenue can be balanced, and this might become an effective new business model in the future. During the two phases of brand collaboration "MXTR Block" in 2023, an increase of more than 12.2 million in performance and an increase of more than 1.6 million in rental income were realized within 5 months.
Nomination Title: MXTR BLOCK – Shenzhen Mixc World ’s public space “MIXTURE” brand IP and brand upgrade
