In the vast blue ocean, the father took the children to watch the whales jump out of the water; On the stage where the spotlights gather, the girls dance with the rhythm; In the medieval castle, the villain ran to the princess with a ring; In the boundless sky, the silver dragon carries its mother and daughter soaring in the clouds; On a wonderful night, the runway surrounded by fireflies is full of vitality … After a gorgeous scene, the picture is finally fixed at WUYUe Wuyue Square.
On November 1st, the first TVC (advertisement on tv) of Wuyue Plaza, a commercial brand owned by Xincheng Holdings, landed on a set of CCTV prime-time files in the evening. With the theme of "Dear and Intimate Wuyue Plaza", TVC was jointly created by the famous creative production team in China and the world’s top film special effects company MPC. It was full of feelings and fantastic, and officially announced the new image of Wuyue Plaza.
I Yue TVC: Intertextuality between Dream and Reality
According to Ouyang Jie, senior vice president of Xincheng Holding Group, traditional shopping centers are based on material consumption, while Wuyue integrates feelings into shopping to provide consumers with a situational consumption experience, so as to create a new landmark of emotional business fashion consumption. "Commercial Plaza can and should be the best place to experience and realize the return and revitalization of cultural values, and Wuyue will lead the new trend of commercial culture."
What is affection? "Feelings are the mind that blends humanity, life and emotion." Chen Deli, co-president of Xincheng Holding Group, said. And this kind of feelings and culture is presented in TVC, which is a wonderful world full of love and memories.
In the ocean scene of TVC, the father, like a captain at the helm of a wonderful dream, gave the child a perfect deep-sea exploration journey. Behind this, it is the format of the exotic ocean world contained in Wuyue Plaza, which restores the natural ecological environment of the seabed in the shopping center, and at the same time shows the wonders of the rainforest, the amorous beaches, the underwater tour, the ocean theater, etc., leading customers to explore the magnificence and wonder of the ocean world.
The heavy pressure keeps young people busy with their work and often ignores the emotional communication with their parents, and Wuyue Square gives the solution with a dreamy Xingyi Cinema. There is a scene in TVC where a mother and daughter are in the clouds and flying in the air on a silver dragon. As soon as the camera turned, the mother and daughter sat down from the cloud, which turned out to be the shocking effect of a 3D special effects blockbuster. In the picture, the mother and daughter hold hands tightly in the cinema, which becomes the most moving freeze in TVC.
In addition, the bar in Wuyue Square in TVC has become a stage for girlfriends to scream and dance, the fluorescent runway on the roof of Wuyue Square has become a symbol of healthy life in modern cities, and the food world has become a romantic resort for couples to express their love.
It is understood that the TVC of this department is led by Mo Kangsun, one of the "four predators" in the global Chinese advertising circle, directed by Li Jingbo, one of the executive directors of the theme film "Harmonious China" in the China Pavilion of the Shanghai World Expo, and the world’s top film special effects company MPC is responsible for the later special effects.
Talking about the original intention of TVC creation, Mo Kangsun believes that spending in Wuyue Plaza is a unique experience, a kind of enjoyment of life and a place to optimize customers’ pursuit of life. In addition, in the process of shooting, the lens alternates between fantasy and reality for many times. Director Li Jing Bo said that no matter how beautiful scenes we are, there must be a correspondence in our life, and every scene in all TVC will have a corresponding format in Wuyue Square.
Wuyue Square: with feelings, without duplication, with scale.
"You can’t do sentimental things without strength. It is a great honor for Xincheng Holdings to support us to make a sentimental Wuyue Plaza with its existing strength, "said Chen Deli.
As Chen Deli said, Wuyue built her feelings on the basis of commercial hard power, upgraded the commercial pattern of the city, and even reconstructed the commercial ecosystem and local consumption structure of the city and region, so as to maintain a leading position in the commercial field. At the same time, every Wuyue Plaza has the DNA of the new town business, and 80% of the construction of shopping centers is standardized, while 20% of the consumption experience is combined with the local cultural personality, especially for the creation of business atmosphere and experience scenes.
Since the beginning of this year, the new town business has created six theme blocks with feelings and ingenuity, presenting representative landmarks of different cities with different themes and styles, including the time engine of Changchun, the children’s theme block of magic town in Shanghai, the misty rain south of Zhenjiang, the lake pond in Changzhou, the Yuanbao ancient street in Chengdu and the initial market in Quzhou. Under the guidance of this concept, Xincheng Commercial has made remarkable achievements in 2017. For example, the cumulative passenger flow of Changchun Wuyue Plaza reached 982,000 in three days, and the sales exceeded 35.5 million, which set a new record for the opening passenger flow and sales of Changchun Commercial. Quzhou Wuyue Plaza was selected as one of the "Top 10 Hot Shopping Centers in the First Half of 2017" with 100% brand occupancy rate and 100% opening rate.
Shortly before TVC entered CCTV-at the annual meeting of Xincheng Business on October 26th, the new image of Wuyue brand was officially unveiled. The LOGO of WUYUe Plaza was officially changed from the original "Injoy New Town Wuyue Plaza" to "Wuyue Wuyue Plaza", which incorporated the five core values of "future joy, innovation joy, people-oriented joy, boutique joy and experience joy". The brand-new slogan is "Dear and Intimate Wuyue Plaza", and it is determined to cover the area that creates 80%GDP in China and serve 80% consumers in China.
Up to now, Xincheng Holdings has laid out 53 Wuyue Plaza in 45 cities across the country, of which 17 have been opened. Footprints all over Shanghai, Nanjing, Qingdao, Changzhou, Tianjin, Changchun and other large and medium-sized cities in China. "I hope that in 2020, Wuyue Plaza will open 100 seats nationwide and serve 2.6 billion consumers." Chen Deli said.
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