In 2023, Yintai Commercial Group’s shopping mall Hangzhou Hubin Yintai in77 successfully joined the "10 billion club" as its annual sales crossed the 10 billion yuan mark for the first time. Its sales in the year was an increase of 30% from 2022, while its annual foot traffic totaled 85 million, an increase of 51% from 2022. 

Located in a core commercial area in Hangzhou, in77 is on the Hubin Pedestrian Street, one of the first national-level pedestrian streets in the country. In recent years, in77 has maintained its industry-leading position in terms of high-level competitiveness, winning several major industry awards such as the Gold Award of the Stevie Awards, which is the equivalent of the Oscar awards in the industry, and the "Influential Performance Mall" award from Van Sound Club, and being selected into the first batch of demonstration smart stores in the country. These achievements are backed by in77's own set of methodology.

1. Strengthening its trendy positioning

Committed to "luxury products, Chinese fashion, social interaction, and the arts," in77 creates a commercial and social space favored by the young. It is divided into five areas, namely Areas A, B, C, D, and E. It offers more than 600 brands over nearly 230,000 square meters of commercial area. It comprises five themed streets, namely International Famous Brands, Dimensional Utopia, Fashion Vane, Exquisite Life, and Carefree Night Life. Construction of a sixth area, that is, Area F, is underway. Positioned as a "technological metaverse," Area F seeks to create a diverse lifestyle and urban-quality social space for the young.

2. Store quality improvement and upgrade

In 2023, in77 accelerated its pace of store upgrades. Area A is home to the Hermès flagship store, the second Chrome Hearts store in mainland China, the Balenciaga flagship store, and the largest Gucci boutique in Hangzhou, and Louis Vuitton and Gucci upgraded their stores in in77 in the year. Flagship stores in in77 such as the Louis Vuitton store have become landmark buildings in Hangzhou.

3. An exemplary model of "first store economy"

In 2023, with its comprehensive brand portfolio matrix and a growing tenant list of first and flagship stores in Hangzhou, in77 ushered in China’s first Wah Yan Ching Nin and Burton stores, and the first Zhejiang stores of 1807, Mardi Mercredi, Chinism, and blueberry, as well as many first store brands such as Old Order, 0731, Truffe Boulangerie by Butterful & Creamorous, The Tree restaurant, and Tianwen Kadokawa.