Xianyang’s Commercial Upgrade: Century Ginwa New World Project Revealed for the First Time
Century Ginwa, now thriving under the Qujiang Financial Holding era, is moving forward with strong momentum. Recently, a major milestone has emerged in Xianyang’s commercial sector. Century Ginwa has officially signed a strategic cooperation agreement with Shaanxi Jinfangyuan Industrial Group for the Jinfangyuan Plaza project, aiming to drive urban renewal in central Xianyang and to introduce a brand-new flagship shopping center under its portfolio — Century Ginwa New World.Located in the very heart of Xianyang’s central core district, just west of Renmin Road’s Qichang Crossroad, Jinfangyuan Plaza spans a total planned construction area of 450,000 square meters. The large-scale complex will feature dual shopping centers, a Grade-A 5A office tower, a hotel, and premium residential apartments. Notably, the adjacent Qindu Wanda Plaza officially opened in 2022, and the newly signed Century Ginwa New World project will rise directly next door, creating a powerful new commercial cluster in Xianyang.
According to reports, Century Ginwa New World will feature retail floors ranging from one basement level (B1) to five floors above ground, along with an open-air lifestyle street. This design injects greater creativity into the Jinfangyuan Plaza development, filling the gap in mid- to high-end consumption options and offering Xianyang residents a premium and aesthetically refined shopping experience.As the seventh commercial project under Century Ginwa — backed by Qujiang Financial Holdings — and a landmark centerpiece for Xianyang’s core business district in 2023, this new retail complex raises a key question: what new competitive advantages will Century Ginwa establish in Xianyang through this flagship project?
The relationship between Century Ginwa and Xianyang was established as early as 1998. At that time, with the opening of the Century Ginwa Department Store Renmin Branch, the brand quickly captured the mid-to-high-end consumer market in Xianyang, becoming a true commercial landmark of the city.In 2022, Century Ginwa once again carried out a major upgrade and adjustment for the Renmin Branch, introducing more than 20 new brands, focusing on high-end beauty, trendy fashion, and business menswear categories. Many of these were first-store entries in Xianyang.As of now, Century Ginwa’s retail footprint in Xianyang includes Century Ginwa Department Stores and Century Ginwa Supermarkets, with a business scope covering everything from high-end fashion retail to everyday essentials.Its dual operation model of department stores + supermarkets complements each other, continuously expanding market share, and to a certain extent, has stimulated the growth, clustering, and prosperity of commercial districts across Xianyang.
Century Ginwa New World is yet another gift in the nearly 25-year relationship between Century Ginwa and Xianyang. Today, the introduction of new commercial formats and consumer brands undoubtedly stimulates purchasing power. Whether it is the youthful energy brought by Shanghai TX Huaihai or the vibrant consumption experience for Southwest youth offered by COSMO Chengdu, these brands leverage next-generation design languages and consumer perspectives to revitalize existing urban properties and drive a resurgence of consumption, providing a fresh interpretation for the city.Located in the core of Xianyang city, Century Ginwa New World aims to transform the area through four key themes: Nature, Innovation, Quality, and Art. Within the shopping center, it will deliver a sensory-disrupting, immersive retail experience, showcasing abundant natural landscapes and thoughtfully curated scene-based installations.At the same time, Century Ginwa New World will become Xianyang’s first “friendly” shopping center, offering pet-friendly amenities, high-quality mother-and-baby rooms, and uniquely designed stores that highlight individual brand identities.
By creating a carefully curated shopping center atmosphere, Century Ginwa New World aims to establish itself as a commercial landmark in Xianyang, offering a full-spectrum consumer environment and leading a quality upgrade in the city’s retail experience. The project is expected not only to activate mid-to-high-end consumption demand among residents of nearby premium residential areas, but also to bring a comprehensive upgrade to the consumer experience in Xianyang’s commercial market.Century Ginwa New World is located in the core area of Xianyang, with clear advantages in both internal and external transportation. The project is just 2.6 km from Metro Line 1 Phase 3, 3.4 km from Xianyang West Station, and 3.8 km from Xianyang Expressway, while over 36 surrounding bus routes provide full-city coverage.The shopping center sits at the “Qichang Crossroad on Renmin Road”, one of Xianyang’s main commercial hubs. From the early days of the state-owned Xianyang Textile Machinery Factory, to the “tallest building in Xianyang,” Lingyun Tower, and Xianyang People’s Square, Qichang Crossroad has long symbolized the city’s commercial prosperity. Today, the opening of this aesthetic-focused shopping center, marking a new era in Xianyang’s retail landscape, will continue the urban legacy and central status of the Qichang Crossroad commercial area.
Integrating with the City: Redefining Urban Public SpaceThe name “New World” already reflects Century Ginwa’s vision for creating immersive, enjoyable consumer experiences. Research shows that Century Ginwa New World is surrounded by numerous high-quality residential communities, developed by leading real estate companies including Country Garden, Sunac, and Huatai Real Estate. Within a 3-kilometer radius, there are 117 mid-to-high-end residential complexes and 12 universities, attracting a diverse mix of affluent urban families, Gen Z trendsetters, and social elites, all with varied and high-quality consumption demands.Century Ginwa New World will create a park-style sunken outdoor street, exploring a fresh, green, experiential retail concept. By complementing the “box-style” retail units inside the project, the development plans to introduce open-air dining along the street, seamlessly connecting it with the indoor shopping center to achieve a borderless retail experience.The nearly 200-meter-long outdoor street will also accommodate skateboarding, camping, IP exhibitions, pet-friendly areas, and outdoor markets, providing local consumers in Xianyang with a fresh, engaging, and socially interactive outdoor experience.
A New Retail Format: Century Ginwa New World’s First Full-Scale Shopping CenterNotably, Century Ginwa New World represents the first entirely new shopping center property format for Century Ginwa. The project will focus on urban elites, Gen Z, city trendsetters, quality-oriented families, and business professionals, and is expected to introduce over 200 brands, spanning premium retail, business and social spaces, experiential dining, and leisure entertainment, establishing a landmark of urban commercial aesthetics in Xianyang.The project plans to attract various first-in-city brands, specialty stores, and flagship city brands. In terms of tenant mix, retail will account for 50%, dining 35%, and other entertainment 15%.
Within retail, the focus will be on high-end cosmetics, jewelry and watches, and designer fashion, emphasizing aesthetic-driven brands that align with the shopping center’s positioning. For families, the project will introduce premium children’s retail offerings to meet the needs of Xianyang’s quality-focused households.On the dining experience front, the center will prioritize date-friendly restaurants and high-traffic dining options. Leveraging Century Ginwa’s brand influence in Shaanxi, the project aims to bring in popular restaurants new to Xianyang, international cuisine, and healthy lifestyle diningconcepts.Additionally, the outdoor street zone will incorporate more night-economy experience brands, creating a fashionable urban experience that blends city aesthetics with vibrant, lively street culture.
As previously mentioned, as a completely new shopping center format under the Century Ginwa umbrella, Century Ginwa New World is not only a significant complement to Century Ginwa’s commercial ecosystem, but also addresses a pressing need for Xianyang city: the emergence of a commercial entity representing the next generation of retail development.Data shows that in 2022, Xianyang’s total retail sales of consumer goods reached RMB 125.335 billion, making it the third-largest consumer city in Northwest China. As one of Xianyang’s key commercial projects in 2023, Century Ginwa New World represents another milestone in Century Ginwa’s 25-year commitment to cultivating Xianyang’s retail landscape, in collaboration with high-quality local real estate developers, making it a project worthy of attention.Through aesthetic space design, park-style social scenes, and a prime city-center location, the project is set to revitalize urban commerce and enhance consumer vibrancy. This combination of social responsibility and commercial vision is truly admirable.This is the essence of modern commerce: in the pursuit of higher commercial value, the importance of social responsibility, the core of business, and value-driven guidance should not be overlooked. Century Ginwa clearly recognizes and upholds this principle. We look forward to the surprises and innovations that Century Ginwa New World will bring in the future.