YuYuan Strategic Plan
YuYuan Tourist Mart, Fosun Group
Tourism, Culture, and Entertainment
Brand identity, Prospective design, and Business Strategy
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
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.
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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