Photo/Vince Xie (NBD)

Every cultural and creative park has its own "life cycle". How to maintain the development vitality of a park beyond the cycle, in the face of the impact of consumption trends, the changes of business models, and the strong "inertia" of consumers' preference for novelty, is a difficult problem.

In recent years, represented by Chengdu Media Group Dongjiao Memory, the "cultural and creative park OG" has created a complex and emerging consumption space and scene around the "proprietor business" after undergoing a series of changes, becoming a "phenomenal" existence that cannot be bypassed in the process of consumption transformation and upgrading and urban renewal in this city.

How did Chengdu Media Group Dongjiao Memory become a commercial "top streamer" in a short time? And how did it attract many producers from different fields to gather and co-create here?

Photo/Vince Xie (NBD)

With these questions, National Business Daily (NBD) went deep into the park and talked to several representative proprietors, trying to restore the real vitality of a cultural and creative park behind the complicated commercial phenomena.

This year is the seventh year that Peak Studio proprietor Yu Hongchuan has been engaged in commercial recording business.

"Actually, I have been observing secretly for a long time (laugh), I found that the changes in Dongjiao Memory are especially rapid in these two years. It accommodates more and more music and cultural elements, and the overall atmosphere is also more fashionable and younger. These are highly compatible with what I want to do in terms of temperament," Yu Hongchuan shared his reasons for choosing here with NBD.

In his mouth, the most mentioned word is chill. "You can see the outdoor sun lawn and the space where many creative brands gather when you open the window... This is exactly what I imagined for my studio, and the overall rent pressure is not high."

In addition, another important factor is- Chengdu Media Group Dongjiao Memory has a lot of performance venues and market players in the music industry chain. "The nearest building to the moon! This is actually the closest to the performance market. I have a lot of social opportunities and can make many new friends. The important thing is that we can do 'practical operations' at the first time for any fresh ideas or cooperation opportunities. And the park is also working hard to match such cooperation."

The complex format and space are the key to Chengdu Media Group Dongjiao Memory's gathering of many high-quality proprietors. Shopping, entertainment, catering, urban art exhibition, headquarters office and other formats are integrated together, and multiple types of formats support each other, bringing more imagination space to the park.

Photo/Vince Xie (NBD)

1807 CORP is such a complex space, with two floors: one floor is a brand showroom, retail space and coffee area, and the second floor is used as an employee office. As the new headquarters space of Chengdu street brand 1807, it officially landed in Chengdu Media Group Dongjiao Memory in July this year, quickly attracting fans' attention and becoming one of the most eye-catching check-in places in the park.

In 2015, with a passion for American street culture and sneakers, Chris Lv founded 1807. The brand name was inspired by his first studio door number when he started his business. In 2019, the brand began to transform, focusing on offline layout. At the same time, around 1807 as the core, it derived different types of brands, fully controlling brand operation, product planning and design, supply chain production and management.

Today, after years of development, 1807 has gradually grown from a clothing brand to a trendy lifestyle brand that combines street culture, hip-hop music and artistic attributes. Chris Lv also brought street culture that originally belonged to niche circles into a more mainstream vision.

"I have always been on the east side. I am an old Chengdu. Dongjiao Memory has an irreplaceable speciality for me. I also hope to pass on the retro street culture that I have come into contact with to a new generation of young people," Chris said.

"We have cooperated with brands such as Li-Ning and Dickies. Through cooperation with these well-known brands at home and abroad, we can also let more consumers know us," Chris shared with NBD.

"Whether it's a gym or a music festival or an art exhibition, we actually didn't overthink about profits. The starting point is still to convey our advocated lifestyle to consumers and express 1807's understanding of street culture," Chris said bluntly.

Photo/ Dongjiao Memory

In just the first half of this year, Chengdu Media Group Dongjiao Memory opened nearly 100 new stores covering trendy clothing, diversified catering and boutique cultural and creative industries. A "proprietor ecology" of coexistence and coexistence is formed here.

Talking about creating an ecological "non-standard" business, Chris believes that there is no competitive relationship between the proprietors in the park, but a new type of format that constantly creates new demands.

NBD also noticed that in the first half of this year, Chengdu Media Group Dongjiao Memory received nearly 5 million visits and hosted more than 400 events. On Xiaohongshu, various topics about Chengdu Media Group Dongjiao Memory received more than 100 million+ exposures. Among them, the average stay time of tourists is more than 3 hours. Behind a series of eye-catching data, it is inseparable from the new consumption experience brought by content and social driving.