Brand Revitalization by 30%, Record-Breaking Foot Traffic: A Deep Dive into the ‘Reinvention’ Strategy of Shenzhen Longgang Starry Coco Park

Under the dual pressures of weak macro consumer spending and industry supply-demand imbalances, commercial real estate adjustments and transformations continue to deepen.Yingshang.com has noticed that “the first Hong Kong-listed commercial property operator,” Xing Sheng Commercial, has managed to maintain steady operations in a challenging market environment. According to the company’s mid-2025 report, Xing Sheng Commercial achieved a 92.5% occupancy rate in the first half of the year, with same-store foot traffic and same-store sales increasing by 4.4% and 11.4%, respectively. Their overall performance leads the industry.The core of their resilient growth lies in their steadfast implementation of the “one-store, one-strategy” approach, which allows them to keenly capture market changes, dig into customer dynamics, and actively drive renovations and revitalization. They continuously reinforce differentiated positioning for their projects to maintain high occupancy rates through “strong leasing efforts.” One of the standout examples is Shenzhen Longgang Xinghe COCO Park, which has been operational for over a decade.

Under the guidance of Xing Sheng Commercial, General Manager Ms. Cui Xiaohong led the team to launch the “Refined Life and Gathering Space” strategy, achieving “rebirth” through a series of effective transformations. This included a 12% year-over-year increase in foot traffic (a historic high), a 39% increase in sales, and 135 stores with annual sales in the million-level range, including top-performing stores in Shenzhen such as FILA (Shenzhen’s TOP1 sales per square meter), Haidilao (Longgang’s TOP1 sales), and Yuan Shimu Yu (Shenzhen’s TOP1 sales).The center ranked first on the “Douyin Eating, Drinking, Playing, and Shopping List” for Longgang District in August and became the “benchmark for family consumption in eastern Shenzhen.” The project has capitalized on this momentum and set its sights on further renovations.A Brief History of COCO Park.On September 1, 2012, Shenzhen Longgang Xinghe COCO Park, as the second COCO Park project under Xing Sheng Commercial, opened. The project is located at the intersection of Longgang Dayun New City and Longcheng Central City, with a massive 177,000㎡ area that brings together well-known brands across all sectors to create a one-stop shopping experience, quickly becoming the first choice for residents in the area for shopping and leisure.

From the very beginning, the project precisely targeted family customers in the Longgang district and even the whole city, with a forward-thinking approach that brought the second Sam’s Club in Shenzhen to the city.Sam’s Club, as a rare and valuable leasing resource, helped the project establish a differentiated competitive edge, precisely catering to the needs of quality middle-class families. The center’s catchment radius extends 20 kilometers, laying a solid foundation for the long-term success of COCO Park within the Longgang commercial district. Over the past decade, leveraging its unique “Sam’s Club, the only one in eastern Shenzhen,” as a traffic driver, the project has deeply cultivated family consumption scenarios and continuously optimized its brand matrix, growing into a key commercial landmark in the region.Strong Performance in a Competitive Market.According to data from Yingshang Big Data Monitoring, Longgang Xinghe COCO Park ranks among the top two in terms of daily foot traffic among shopping centers over 10 years old in the Longgang Central City business district. With over 60% of its customer base drawn from the surrounding 3 km of residential areas, the center has a stable and loyal customer group.

As the value of the Longgang region continues to rise within Shenzhen’s multi-center development, the project is entering a major renovation period. COCO Park has analyzed the market environment and launched a new round of strategic assessments.On one hand, the rapidly rising “Dayun Shenzhen-Hong Kong International Science and Education City” on the west side of the project is driving a transformation in the region’s customer base, shifting towards younger, more educated, and international demographics. This has injected fresh energy into the project’s potential upgrades. On the other hand, the project is less than 1.5 kilometers from the Shenzhen Dayun Center, which attracts massive foot traffic from spectators and event-goers. With Guangdong Province’s 2025 initiative to “build Shenzhen into an international performing arts hub” and Longgang District’s plans to develop the “Guangdong-Hong Kong-Macao Greater Bay Area Performance and Event Center,” the Dayun Center’s influence will continue to increase, opening new growth channels for the project.In 2025, Shenzhen had nearly 200 shopping centers with a total area of over 15.45 million square meters. In the face of increasing competition, established projects must continuously innovate to maintain their position.

Seizing new opportunities such as the iteration of core customer groups, policy benefits, and market restructuring, Longgang Xinghe COCO Park has embraced change, positioning itself as the “Refined Life and Gathering Space” with the slogan “Let’s COCO, Refined Enjoyment & Gathering.” It focuses on “Refined Life” and “Family Gatherings,” creating a “Joyful Living Space,” “Parent-Child Growth Area,” and “Social Energy Hub.”Strategic Renovation and Focused Growth.With the new positioning, the project has set its sights on “youthfulness” as the core strategy. Over the past year, the brand renovation rate has exceeded 30%. This includes:Replacing traditional brands to appeal to younger families and strengthening the attraction to new generations of families.Leveraging the location advantage to add trendy restaurants and experiential brands to enhance the project’s appeal to educated, high-net-worth customers and exhibition-goers from across China.Food & Beverage.The food and beverage offerings at COCO Park have undergone a complete makeover, with a focus on creating a “gathering place” for all ages. The center’s high-performing brands include Haidilao, He Xiang Wan Banquet Restaurant, Green Tea, West Tower Old Lady, Wu Zhuang, etc. The renovation continues to focus on bringing in trendy, family-friendly, and high-quality dining brands that cater to younger, high-quality customers, maximizing space for potential sales growth.