YuYuan Strategic Plan

+ DETAILS

Year

Location

Client

Industry

Scope

Role

2017

Shanghai, China

YuYuan Tourist Mart, Fosun Group

Tourism, Culture, and Entertainment

Brand identity, Prospective design, and Business Strategy

Design consultant

Year — 2017

Location — Shanghai, China

Client — YuYuan Tourist Mart, Fosun Group

Industry — Tourism, Culture, and Entertainment

Scope — Brand identity, Prospective design, and Business Strategy

Role  — Design consultant

Work completed via S.Point ⤤ 

BACKGROUND

As one of Shanghai's major tourist attractions, Yu Yuan, also known as Yu Garden, is famous worldwide for being an almost "perfectly" preserved piece of traditional China, a surviving remnant of Shanghai's unique culture and history. However as famous as Yu Yuan is, most visitors only stroll through the lane, sampling often mundane gadgets and souvenirs coming from mass production factories and available anywhere in China.

In an effort to upgrade their offer and the genuineness of the experience, Yuyuan Tourist Mart, the operating entity, explored collaborating with S.Point to make better use of the fifty unique protected heritage-centric IPs at their disposal to develop new activities and products that reflect the local Shanghainese culture.

PROCESS

With S.Point, we offered to rethink their business model to not only allow for the local development of their activities but also create a reproducible system to easily and profitably duplicate their efforts to preserve local cultures throughout China.

After extended market research and workshops, the plan was to divide the operations into two entities. Yuyuan Gallery would develop Shanghai's operations and create new exclusive products and activities in partnership with S.Point's industrial and CX teams. Meanwhile, Yuyuan Holdings would reproduce the same strategy and effort in other culturally rich Chinese cities and provinces, taking advantage of the great boom of China's tourism industry.

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