一年卖出23亿的上海老百货 要升级改造了！

Shanghai New World Da Mar Department Store is undergoing its largest renovation since opening, set to be renamed "New World New Mar Center NEW ONE" on January 1, 2026, transforming into a mixed-use urban commercial space.

1. The project achieved strong market performance in 2024, with sales reaching ¥2.3 billion and foot traffic exceeding 17 million visits.

2. The renovation follows a "no-closure" principle, focusing on three strategies: spatial restructuring, business model renewal, and experiential upgrades. Key measures include creating the "Bund Eye" city viewing platform, introducing night economy offerings, planning a "daytime coffee, nighttime bar" themed zone, and completing a cyberpunk-themed area on B1 floor featuring trendy fashion and IP-themed stores.

The project offers brand marketing and channel opportunities through curated exhibitions and cultural events, particularly leveraging the "Bund Eye" area to enhance visual connectivity with the Bund.

1. It responds to consumption trends like night economy and youth preferences via themed zones (e.g., "daytime coffee, nighttime bar," cyberpunk), supporting brand channel development and product innovation.

2. With 17 million annual visits, the space serves as a city-level social hub, reflecting user preference for experiential consumption. Brands can benchmark pricing against high-traffic areas like East Nanjing Road and enhance competitiveness through flagship stores.

The transformation creates new business opportunities, such as night economy hubs and themed zones, enabling sales channel expansion.

1. Collaboration models include cross-floor flagship stores and brand-curated spaces for tenant partnerships.

2. While the "no-closure" renovation poses operational disruption risks, its strategy offers learnings for crisis management. Sellers can study the shift to a hybrid "department store + mall + space operations" model to improve foot traffic integration and consumption scene innovation.

Themed zones like the B1 cyberpunk area require trendy apparel and IP-themed products, presenting opportunities for factories to supply customized designs.

1. The "Bund Eye" viewing platform may demand specialized facility manufacturing, such as products for scenic consumption destinations.

2. Business renewal (e.g., night economy equipment, themed decor) opens order opportunities. The B1 renovation’s digital applications also inspire factories to enhance product adaptability for e-commerce.

The shift from traditional department stores to mixed-use spaces highlights client pain points around experiential upgrades, creating demand for digital solutions like event management tools for cultural activities and brand curation.

1. Spatial restructuring addresses foot traffic integration (e.g., opening enclosed facades for street interaction).

2. Service providers can offer operational support for the rising night economy, optimizing social functions of the "Bund Eye."

The project plans to attract cross-floor flagship stores and themed zone brands, offering leasing opportunities that require platform support for tenant onboarding.

1. The "no-closure" renovation model provides insights for managing foot traffic integration and risk mitigation.

2. East Nanjing Road’s need for foot traffic synergy is met through the "Bund Eye," enhancing visual and visitor interaction. Platforms can emulate the "daytime coffee, nighttime bar" zone to enrich night economy offerings and boost attractiveness.

The case illustrates innovation in the "department store + mall + space operations" hybrid model, reflecting responses to consumption trends and Shanghai’s international consumption center policies.

1. It offers policy insights for urban waterfront development and analyzes transformation success factors based on ¥2.3 billion sales and 17 million visitor data.