COFCO Corporation started its Joy City brand roadshow by initiating the marketing campaign at Shanghai World Financial Center on the November 5 evening which was themed The Growing Joy City, convening its family members like Xidan Joy City, Shenyang Joy City, Chaoyang Joy City and Tianjin Joy City for the collective show.
Mr. Sun Zhongren, COFCO’s Director and COFCO Property’s Chairman, elaborated COFCO’s development strategy in his welcome speech, i.e., COFCO was devoted to developing Joy City urban complexes integrating various functions like shopping, catering, entertainment, office, tourism and residence on the whole value chain basis.
Mr. Shi Zhuowei, COFCO’s Vice President and COFCO Commercial Properties’ Chairman, looked back upon the history of the Joy City brand, briefed the experience in the successful development of Xidan Joy City, and elaborated the core concepts of the Joy City brand, i.e., Vogue, Youth, Trend and Taste, which constituted a Complex where the life of the Joy City brand lay. Mr. Shi also said, the Joy City brand would be destination-branded as a time-honored example in the win-win solution.
The campaign invited over 400 well known brands including AEON, Central Retail, ZARA, H & M, Apple and Golden Jaguar according to whom their understanding of the Joy City brand was deepened and the cooperation was promoted.
The campaign was also attended by relevant local government officials, industry association officials, COFCO management and over 50 medium agencies.
It was the first time that all the Joy City brand family members were convened together. It was a good case in which COFCO’s internal resources were shared in the property business by COFCO’s own brands, which was in the best interest of tenants, staff and COFCO.
