The signing ceremony for the Hefei Yintai in66 project between the People’s Government of Shushan District of Hefei and Yintai Commercial Group, as well as the in66 brand launch press conference were held on November 3, 2023 at Hefei.

Why did the in collection pick Hefei? That’s because Hefei’s Shushan District is the only administrative district in Anhui Province to be ranked among the first 20 of China’s Top 100 districts list. With a permanent resident population of 1.43 million, it is also the only city among the core cities of the Yangtze River Delta to have a growing population. The city’s improving hierarchical classification has been attracting more people with higher spending power.

Located at the city center, in66 boasts a diverse group of consumers as well as accessible rail transportation. It also has an open and comfortable ecological and natural environment, making in66’s “central park ecological environment” a key attraction.

As a renewal and restoration project of an existing property, in66 has the making of an urban landmark building. The 600,000m2 complex, which is scheduled to make a brand new debut in 2024, will comprise offices, residences, and 170,000m2 of commercial space.

Unlike traditional shopping malls, in66, having explored a new commercial business mix, has not only opened physical spaces, but also stresses a young, experiential and open commercial DNA in terms of business mix and brand selection.

1. From closed to “open” - blending with natural and lake sceneries

Focused on scene construction, in66 has created different atmospheres based on thematic zones, combining them with the surrounding natural environment, to develop a rare venue of “ambience” in Hefei. One’s emotional value is transformed and stressful work life soothed, thereby lifting Hefei’s commercial aesthetics, establishing a space for a sophisticated social lifestyle.

2. Creating an independent and elegant lifestyle in an urban oasis

The in collection advocates an independent and elegant attitude toward life, i.e., a high-quality lifestyle centered on beauty, personality and vitality.

The Hefei in66 team believes that the next decade will be one in which the Chinese consumer redefines luxury and fashion. Increasingly, urban consumers have noticed that fashion is more than just purchasing a luxury item. In fact, their demands on luxury have surpassed consumption itself. Thus, buying habits must be given a deeper meaning.

In this regard, the project has paid greater attention to the inherent concept behind each brand and aims to convey the spirit of the brand in the course of introducing it. A “brand manager” group will also be created so that more new brands and new experiences may be introduced to Hefei.

The biggest difference between in66 and Hefei’s traditional shopping malls is that it provides consumers with more emotional value through excellent commercial aesthetics and quality, as well as breakthrough business logic, which strengthens its public friendly value.

In66 has targeted consumers who pursue self-realization and have their own value proposition. It aims to attract a generation of consumers who are internally fulfilled, living an easy and pleasant life, and are interested in urban renewal. This dovetails with Hefei's upgrading direction in its commercial development journey.