As the clock struck midnight in 2026, the chimes pierced the night sky, synchronized with melodious music, brilliant lights instantly illuminated the scene, and a flurry of "snowflakes" drifted down gently. Two ballet dancers, adorned in magnificent costumes, performed an aerial dance, amplifying the romantic atmosphere of the New Year's Eve. This grand celebration, interwoven with romance and fervor, also heralded that starting from that day (January 1st), the Shanghai New World DaMaru Department Store located on the eastern section of Nanjing Road Pedestrian Street has been upgraded and renewed as the Shanghai New World NEW ONE Center (abbreviated as "NEW ONE Center"). Concurrently, the mall launched its brand renewal and upgrade campaign titled "Advancing with Renewal, Unleashing Joy" and the "Nanjing Road Welcomes the New Year with You" New Year celebration event (from December 31, 2025, to January 3, 2026). Leveraging abundant discounts and special activities, it attracted massive customer traffic, achieved year-on-year sales growth, and injected robust vitality into Shanghai's New Year consumption market.
On the evening of December 31st, the mall was packed with crowds and surging customer flow, achieving sales revenue of 39.88 million yuan, a year-on-year increase of 14.56%. The substantial benefits from multiple layers of consumer vouchers served as a key engine driving consumption. The叠加叠加 of Huangpu District's New Year's Day consumption vouchers, the online and offline "Nanjing Road Welcomes the New Year with You" vouchers, and the mall's own promotions allowed consumers to enjoy tangible discounts. Before 8 a.m. on December 31st, long queues had already formed outside the mall entrance, as citizens eagerly participated in the "Tap to Win" activity to claim the Alipay "Spend 800, Save 300 Yuan" subsidy vouchers; the 500 limited-quota vouchers were quickly snapped up, igniting the New Year's Eve consumption enthusiasm in advance.
The New Year promotion offered discounts across all categories with generous and diverse benefits. For member privileges, new registrants received a 30-yuan department store voucher; during the event period, any purchase in the department store category by members entitled them to a limited-edition New Year plush heart-shaped pillow (limited to 300 pieces). Spending specified amounts allowed for upgraded redemptions for gifts such as Crispy Honey Kumquats, Valentine's Day meal vouchers, and Chinese New Year's Eve dinner vouchers. The winter season-end discounts were unprecedented. Cosmetics counters launched recommended New Year gift sets; during the New Year's Eve period (December 31, 2025 - January 1, 2026), spending 1000 yuan yielded a 300-yuan voucher, while subsequently (January 2 - January 3, 2026), spending 800 yuan yielded a 200-yuan voucher. Gold jewelry offered instant savings of up to 130 yuan per gram, fixed-price items started at 20% off, and镶嵌类 jewelry started at 50% off with an additional 100-yuan voucher for every 1000 yuan spent after discount. Categories from the 2nd to 5th floors, including women's apparel, sports & outdoors, home appliances, and children's toys, simultaneously launched winter year-end discounts, with the same voucher offers during the respective periods, comprehensively meeting consumers' New Year shopping needs.
This renewal debut was not merely an activity for momentum but signified a comprehensive transformation in the mall's development. Due to the expiration of the cooperation agreement with the Japanese partner, J. Front Retailing Co., Ltd. (Daimaru Matsuzakaya Department Stores Co., Ltd.), the mall ceased using the "DaMaru" related trademarks and officially upgraded to "Shanghai New World NEW ONE Center" on January 1, 2026. It is understood that Shanghai New World DaMaru Department Store opened on May 15, 2015. Relevant data shows that since its opening, the mall's sales and customer traffic have grown year after year, with sales breaking through the 2.3 billion yuan mark in 2024 and annual footfall exceeding 17 million人次. In 2025, both sales scale and customer traffic maintained double-digit growth, continuing a steady upward development trend.
The upgraded NEW ONE Center will deepen the integrated "Department Store + Shopping Mall + Space Operation" model based on its existing foundation. Adhering to the philosophy of "Innovation-Driven Development," and focusing on "Spatial Reconfiguration, Business Format Renewal, and Experience Enhancement" as the core, it aims to transition from a traditional department store to a youthful, scenario-based, and international urban commercial space. Centered around the new theme "Modern Playfulness, Enjoyable Living," it will construct multi-dimensional scenes integrating consumption, social interaction, culture, and experiential functions.
The significant upgrade in brand and dining offerings has become the core competitiveness of the NEW ONE Center. Regarding brands, internationally renowned names such as Lululemon, Musinsa Standard, Rituals, and MICHAEL KORS will successively open flagship stores or new concept stores, further elevating the brand tier. In the F&B sector, new brands on the 5th floor including Ying Shui Fu Rong, Yu Yan Gong Guan, Yang Fang Shuan Rou, Fu Gu, and Da Shen Tai Shen have already opened, with Shan Wai BISTRO Yunnan Mushroom Rice soon to debut, enriching consumers' culinary experiences.
A relevant负责人 from Shanghai New World NEW ONE Center stated that this brand upgrade represents both an innovative breakthrough in high-end commercial formats and a practical action in response to Shanghai's initiative to build an international consumption center city. As a key commercial renewal project promoted by Huangpu District, the transformation of the NEW ONE Center is an important measure to adapt to urban development trends and explore new pathways for high-quality commerce. In the future, the newly upgraded Shanghai New World NEW ONE Center will, with a more open, diverse, and composite posture, continuously unleash commercial vitality, consolidate its position as a Shanghai commercial benchmark, provide an innovative model for the multi-faceted integration of "Culture, Tourism, Commerce, Sports, and Exhibitions," and contribute to the enhancement of Shanghai's consumption tier.
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