Xinjiekou business district

Since Xinjiekou was planned as a commercial district in 1929, it has always been the largest commercial center in Nanjing, with the highest commercial density in Chinese mainland, and is known as "China's largest business district". The business district is centered on Xinjiekou subway station, with Zhongshan East Road and Zhongshan South Road as the horizontal and vertical axes, which are roughly circular and densely packed with shopping malls.

Xinjiekou has more than 10 shopping malls, covering multiple grades and multiple categories of consumer services. Deji Plaza is a leading business district, focusing on luxury brands, and its turnover far exceeds that of other shopping malls. Xinbai Shopping Mall, Central Shopping Mall, Golden Eagle International and Ocean Department Store are the four King Kongs of Xinjiekou, which have been in business for a long time and are quite popular, with a wide range of brands, from affordable brands to luxury brands. Friendship Square and Jinlun Xintiandi are the third echelon, with small volume and affordable positioning, which is more suitable for student groups. There are also a number of electrical appliances shopping malls led by Suning Plaza. On the whole, the Xinjiekou business district is centered on the old shopping malls, covering the consumer needs of multiple groups.

Xinjiekou is located in the core area of the main urban area of Nanjing, with roads extending in all directions but relatively narrow, and at the same time has a huge passenger flow all year round, and is often plagued by traffic jams and parking difficulties during peak hours. The Xinjiekou subway station is an interchange station between Line 1 and Line 2, with 24 exits connecting to multiple shopping malls, and the bus stations in the business district are widely distributed, so customers are advised to choose public transportation.

Deji Plaza

Deji Plaza opened in 2006 and consists of three parts: shopping mall, hotel and office building, divided into phase 1 and phase 2, and phase 3 is under construction. The mall has introduced a large number of top brands, and has become a gathering place for luxury brands in Nanjing, with high-income people as its main consumer group. Since its establishment, Deji Plaza has been ranking first in the sales of a single store in Nanjing shopping mall and has won the title of store king.

Deji Plaza一期共有八层，以零售为主，Louis Vuitton、Hermes、Dior和Versace等国际高端品牌云集于此。二期的业态则更为丰富，服饰珠宝、家居培训、娱乐餐饮等皆有囊括。Chanel、Giorgio Armani和PRADA等众多奢侈品牌汇集于一、二层。配饰、母婴、以及户外产品门店分布于三到五层，主要为中高端品牌。六到八层则以餐饮为主角，其中翠园、官也洋房和木瓜花等多家餐厅获得The choice of trust排行美食榜单推荐，实力不俗。负一层同样人气高涨，LAMER和LANCOME等一线护肤彩妆品牌、H&M和优衣库等快时尚服饰以及小食饮品店位于此处，人均消费稍低，消费人群也更广。零售和餐饮之外，商场另有游艺、影院、德基美术馆和密室等文娱项目。同时，Deji Plaza不时举办或承接小型比赛、明星见面会和文艺活动，业态较为丰富。

Deji Plaza adopts a setback floor layout, with a high floor height, a wide view of the vertical space in the middle, and a loose arrangement of shops, making the shopping experience comfortable. The interior is in metallic tones, simple and atmospheric. The first and second phases are connected by subway passages and flyovers, and the mall is clearly marked and laid out.

Golden Eagle International Shopping Center

RGE International Shopping Centre is the first commercial complex under RGE, which opened in 1996. In 2014, Golden Eagle added a new shopping mall, positioned as the "flagship store of the whole life center", which is called Block A and Block B respectively with the original shopping mall, as a department store and a full-format shopping center.

Block A is mainly a retail department store, with a relatively high proportion of clothing and beauty and skin care products, and the brands are very rich, and there are many discount activities, which is suitable for women. Golden Eagle not only introduces first-line brands such as SK-II, CHANEL and OMEGA, but also includes some lesser-known brands, with mixed grades. The six-storey mall is designed and laid out in the style of an old-fashioned department store, with a slightly outdated environment, cross-arranged brands of different grades, and over-distributed shops that are not strictly separated by category, which makes it crowded and chaotic, affecting the shopping experience.

Block B also has mixed grades, improper arrangement of shops, etc., and there is also the problem of unclear signs, but fortunately, the layout is loose, the vision is relatively broad, and the environment is also new and elegant. The mall has a total of 11 floors, covering a variety of categories such as clothing and beauty, catering and leisure, household and daily necessities, and cultural and sports products. It has a complete range of settled brands, including Rolex, Dyson, Tiger and Aimer, and is positioned in the middle and high-end. In addition to retail, dining is also the highlight of Golden Eagle, with dozens of restaurants that bring together popular restaurants such as New White Deer, Green Tea and Xiaohui Brother Hot Pot. In addition to shopping and dining, National Arts Kyudo, Shakudo Workshop and Lumiere Cinema are good places to relax and unwind.

There are multiple passages between Block A and Block B, which is convenient to pass through. Golden Eagle has placed water dispensers in many places in the mall, equipped with mother and baby rooms, and the design is humanized. In addition, Golden Eagle also provides thoughtful and comprehensive services, in addition to regular services such as borrowing umbrellas, strollers, storage items, gift wrapping, etc., there are also special services such as breast milk donation and piano performance reservations.

New hundred

Founded in 1952, Xinbai is one of the oldest shopping malls in Xinjiekou business district and has been awarded the title of "China's Top 10 Department Stores". Since its opening, Xinbai has continued to expand, renovate and adjust its brand, and although its performance has fluctuated, it has always been the core shopping mall of Xinjiekou and one of the most well-known complexes in Nanjing.

Xinbai is divided into two halls, A and B, the former is the original shopping mall, and the latter was established in 2016. Hall A is the representative shopping mall of Nanjing Department Store, with 8 floors of mature women's clothing, trendy women's clothing, mature men's clothing, children's clothing, sportswear, beauty accessories and home digital and other categories, with a complete range of categories and large discounts. At the same time, the settled brands are extremely comprehensive, with a total of hundreds of shops, and all mainstream brands are available. The disadvantage is that the shops are quite densely distributed, and there is no obvious separation between different categories. Hall B is a supplement to Hall A, with few shops, mainly restaurants, training institutions and entertainment and leisure venues, among which the studios, woodwork and terracotta craft rooms are quite special and worthy of attention.

The overall design of Xinbai is consistent, with bright colors, while the floor height is low, and the passage is relatively narrow, which is not as spacious and open as the newly opened shopping mall.

Central Mall

Opened in 1936, the Central Shopping Mall was the first department store in Nanjing. In 1999, the old business building was demolished and the new building was rebuilt. Although it is a long-established shopping mall, the central government is constantly changing its brands and enriching its categories, including many popular and trendy shops, and the customer flow has not decreased.

The central mall has a total of 9 floors, with multiple anchor stores clustered on the first floor, while the other floors are mixed with multiple categories, but the different categories are clearly separated and not chaotic. In the middle of the first floor, there are beauty and jewellery counters such as LANCOME, Lukfook Jewellery and BELLED, as well as clothing shops, while popular restaurants such as Heytea and Antler Lane are close to the entrance. The mall offers a wide range of clothing brands for different ages and categories, from fast-fashion apparel such as Uniqlo and La Chapelle, to trendy brands such as Rakucho and FivePlus, as well as established clothing stores such as Heilan House. The number of restaurants in the central mall is small, while there are many light food and snack shops, concentrated on the basement floor. Leisure and entertainment is the shortcoming of the central shopping mall, with only one KTV and Internet café, which is somewhat monotonous.

The central mall has been in business for a long time, and the décor is a bit old. In addition, the shops are too densely arranged, and some remote venues are stacked with promotional discount clothing, and the layout looks chaotic. The overall level of service is also not high, and the attitude of some staff is cold and not positive.

Other recommendations:

Ocean Department Store, Oriental Flard, Aishang Tiandi, Friendship Square