In a space of less than 60,000 square meters, Tianfu Hong has established a highly unified dimensional ecosystem of business and content. In terms of business promotion, apart from restaurants, 90% are 2D shops: rice shops, comic book shops, model toy shops, Lolita (JK, Hanfu) clothing shops, card and board game shops……

In terms of service, the shopping mall is equipped with Spaces such as cosplayer makeup and styling rooms, dance practice areas, studio photography areas, and autograph points, maximizing the details of service and social attributes.

Compared with shopping malls themed around the second dimension, Tianfu Hong is more like an offline community for the second dimension. Young people who are passionate about the culture of the second dimension come here to gather, eat grains, expand their circle of like-minded people, consume for the hobbies of their circle, and pay for their identity. Perhaps the average transaction value is not high enough and the customer reach is not wide enough, but it has strong stickiness and repurchase capacity, reaching the mass within a niche.

The second approach is lightweight transformation, exploring the business model of the broader “second dimension”, attracting young people with “second dimension” ips, and doing mass business with the broader “second dimension” and mainstream consumer brands. A representative one is Joy City Jing ‘an in Shanghai.

In terms of traffic diversion, Jing ‘an Joy City uses high-frequency curation to create a super IP launch venue. It builds a secondary dimension mindset through high-concentration ACGN ips and attracts a wider audience with more popular ips such as chikawa and Minions, focusing on having everything that young people like.

In terms of monetization, apart from the revenue generated by the pop-up stores themselves, Jing ‘an Joy City has used over 40 2D stores to capture pure 2D traffic, and brands like Jellycat and Pop Mart to attract broader 2D traffic. Finally, it has integrated traditional shopping mall formats such as catering and entertainment, trendy retail, and life services from the northern district, creating a fusion model of 2D culture and mass consumption.