Accelerate the promotion of the upgrading and transformation of urban business districts (consumption windows, optimizing urban commerce and improving the quality of life①)

  The "14th Five-Year Plan" outline requires "creating a modern and fashionable consumption scene and improving the quality of urban life." Building a fully functional multi-level urban commercial system and improving the quality of residents' consumption is an important part of improving the quality of urban life. System, consolidate the foundation of domestic large-scale circulation, and service to build a new development pattern is of great significance.

In recent years, my country's urban commercial development has achieved remarkable results, but it has yet to be optimized in terms of supply quality and consumption environment.

Recently, the reporter walked into some cities, focused on urban commercial construction, and analyzed how to further optimize the supply structure, improve supply capacity, and better meet consumer demand.

  --editor

  Recently, with the approval of the State Council, Beijing, Tianjin, Shanghai, Chongqing and Guangzhou took the lead in the development of international consumption center cities.

On August 11, the Ministry of Commerce issued the "Guidelines for the Construction of Urban Business Circles (Draft for Comment)" and proposed that in mega cities with a permanent population of more than 10 million, combining the characteristics of mega cities and urban renewal and transformation, benchmarking international first-class business circles and commercial streets , Attract domestic and foreign high-end commercial brands and resources to gather, enhance high-end shopping, cultural tourism, financial business and other functions, and create a batch of world-class business districts.

What is the current development situation of the mega-city business district?

How to further enhance the vitality of urban business circles and make urban life better?

The reporter visited.

  Upgrade the hardware and speed up the upgrade

  Renovate hardware facilities, optimize the supply structure, and further form a commercial agglomeration effect

  Sanlitun in Beijing, known as the "fashion vane", is welcoming new expansions and upgrades!

  On August 2, the relevant parties signed an agreement that a bus maintenance depot covering an area of ​​47,000 square meters north of Sanlitun Taikoo Li North District will be renovated to become part of the Sanlitun Taikoo Li business district and serve more The first store and flagship store provide bearing space to help the construction of Beijing's international consumption center city.

  Since 2019, Beijing has launched a three-year action plan for the transformation and upgrading of traditional business districts, and in accordance with the principle of “one district (circle), one policy, and progress in batches””, it has focused on promoting the transformation and upgrading of 22 business districts.

At present, 9 commercial districts including Wangfujing, Central Business District (CBD), Fangzhuang, Tongzhou Wanda, Huilongguan Longyu, and Pinggu Wandafu have basically completed the three-year reconstruction task, and 5 commercial districts including Gongzhufen and Xiangyun Town More than 90% has been completed, and the rest of the business district is stepping up efforts to promote transformation and upgrading.

  “Building the world’s top business district meets the needs of consumption upgrades, and also helps to promote the transformation and upgrading of traditional businesses, and form a commercial cluster effect.” Bai Ming, deputy director of the International Market Research Institute of the Ministry of Commerce, said, cultivating the construction of an international consumer center city and building a one The approval of the world's top business districts is conducive to speeding up the construction of a new development pattern in which the domestic large-scale cycle is the main body and the domestic and international double cycles promote each other.

  After swiping the face to pay, the robotic arm lightly grabs the cultural and creative products and sends them to the window; in the Huawei flagship store in Chongqing, there is a dazzling array of new mobile phones; walking into the Qianye optical shop, full of artistic sense rushes to your face... Today's Yuzhong District, Chongqing Jiefangbei Pedestrian Street, the experience is better and the environment is more beautiful.

  In December 2018, Jiefangbei Pedestrian Street was selected as one of the first pilot projects for reconstruction and upgrading of pedestrian streets in the country.

The CBD Management Committee of Jiefangbei Commercial District improves the quality of the commercial district based on key areas such as greening, transportation, facades, and lighting.

Nowadays, the underground ring road is connecting about 30 underground parking garages near the Jiefangbei business district in series, and 15,000 parking spaces are interconnected.

The relevant person in charge of the management committee said that at present, more than half of the underground ring road has been completed, and private cars can directly enter the parking garages of various shopping malls without passing through the roads of the commercial district.

According to the plan, the whole line will be opened next year, greatly alleviating traffic pressure.

  The hardware facilities are being upgraded, and the supply structure is also being optimized.

The Jiefangbei business district has launched the first store, first brand, first show, and first launch of the "Four First" economy, increasing the fashion and cutting-edge flavor.

At present, 25 first stores and first brands have been introduced, and 19 new departure tax rebate stores have been added.

Last year, the total retail sales of consumer goods in Chongqing's Jiefangbei business district reached 92.4 billion yuan, and the flow of people reached 160 million.

  Shanghai Nanjing Road Pedestrian Street is one of the first batch of pedestrian streets to be renovated and upgraded in the country.

In September 2020, the nearly 500-meter east extension section of Nanjing Road Pedestrian Street in Shanghai opened, which not only increased the length of the “First Commercial Street of China” by half, but also realized the cooperation of the two major landmarks of Nanjing East Road and the Bund. One step closer to its world-class commercial district.

  Nanjing Road vigorously introduces the first stores and flagship stores of well-known domestic and foreign brands, and actively promotes the upgrading of time-honored brands.

A third-party organization research report shows that from 2014 to 2019, the Nanjing East Road Pedestrian Street brand has been significantly updated, with a brand replacement rate close to 70%, of which the first-time brand merchants entering the Shanghai and Nanjing East Road business districts accounted for about 30%.

In recent years, the passenger flow of Nanjing Road Pedestrian Street has tended to be younger and the per capita consumption level has increased.

According to statistics, since the beginning of this year, the per capita consumption of Nanjing Road Pedestrian Street has increased by 28% compared with 2019.

  Digital empowerment shows a new look

  Rich and intelligent scene applications to accurately meet customer needs

  “In the past, shopping malls carried out a lot of promotional activities, but did not know where the customers were. Digital management has solved the pain points of traditional retail.” said Wu Shengjun, deputy general manager of New World City on Nanjing West Road in Shanghai.

  As a large shopping mall integrating shopping, entertainment, hotels, catering and leisure, New World City has developed and applied a digital management system while upgrading its hardware facilities. More than 200,000 items of product information from more than 500 suppliers have all been stored in the database. , Realizing the real-time data presentation of commodity inventory sales, customer consumption habits and employee performance appraisal, which helps shopping malls to more accurately adjust the product structure to meet customer needs.

  Digital empowerment promotes the construction of smart business circles and expands the scope of physical business.

  Last year, the New World Daimaru Department Store on Nanjing East Road opened its first live broadcast studio in department stores nationwide, and launched a "counter carousel live view" sales model.

The anchor recommends while shopping in the mall, and brand salesmen follow up with online customers point-to-point and provide the same services as offline.

On March 1 this year, a special live broadcast of beauty and cosmetics in shopping malls received 53.38 million yuan in orders, 95% of which were non-local customers.

Ma Mu, manager of the e-commerce management department of Shinsegae Daimaru, said that one month's online sales are equal to last year's online sales.

  At present, Nanjing Road Pedestrian Street has achieved full coverage of 5G signal blocks.

The 5G patrol robot realizes panoramic patrol without blind spots and real-time transmission of on-site images.

The official public account of "Shanghai Nanjing Road Pedestrian Street" has functions for querying business district commerce, events, performing arts and service information, and jointly launches promotional and preferential activities with brands.

Jin Shaojing, director of the Huangpu District Commerce Committee, said that the creation of Nanjing Road as a world-class business district is to make people who have never been to Nanjing Road want to come, let those who have been to Nanjing Road come again, and let those who can’t come to Nanjing Road still enjoy the services of Nanjing Road. .

  Experts said that the use of big data technology to strengthen consumer interaction and operational monitoring, and regularly publish business circle passenger flow, business status, and brand analysis reports, provides strong support for businesses to further improve service levels.

  "It has changed a lot in the past few years, and I often bring my children over to play!" Jiang Ting, a Chongqing citizen, said excitedly.

Chongqing City vigorously promotes the digital transformation of urban business circles, builds smart business circle service platforms based on local conditions, enhances business circle intelligent service functions, improves business circle service experience, promotes online and offline integrated development of business circles, and makes business circles smarter and more convenient.

  In addition, Chongqing Jiefangbei Pedestrian Street updated the facade of the shopping mall, installed naked-eye 3D screens, achieved full coverage of 5G signals and 5G WiFi, added more than 60 leisure facilities, 110,000 flowers and green plants, and renovated 40,000 square meters of ground paving. The pure pedestrian block extends from 1,000 meters to 1,500 meters.

Jiefangbei Pedestrian Street has become more popular!

  Format innovation to improve experience

  Strengthen planning and guidance, cultivate specialty consumption, and optimize the consumption environment

  Urban business districts are an important platform for promoting consumption upgrades and an important engine for enhancing the vitality of the city’s economy.

Beijing, Shanghai, Chongqing and other cities guide core business districts and businesses to actively cultivate specialty consumption and night-time consumption, enhance consumption experience, and optimize consumption environment.

  The world's highest indoor climbing gym, the "underwater flying dance" in the ocean world... This summer, Shanghai New World City hosted the first experience festival, and the colorful business activities attracted many young customers.

Xu Jiaping, general manager of Shanghai New World Co., Ltd. said: "The environment of a five-star hotel, the experience of 5A-level scenic spots, and the new world city that has completed the third upgrade and transformation have transformed from a traditional department store to a modern commercial theme park."

  Able to shop, buy, eat, and play, and link business, travel and culture, Nanjing Road Pedestrian Street focuses on overall marketing and stimulates the commercial vitality of the neighborhood.

Since 2019, the pedestrian street has held more than 30 unique marketing and theme activities.

The theme activity of "Hey Turning Nanjing Road" linked to the opening ceremony of the Shanghai Tourism Festival in 2020 has driven the pedestrian street's instantaneous passenger flow to exceed 36,000.

  Beijing Sanlitun uses the unique form of an open block to create a consumption scene that gathers all kinds of restaurants and bars to reflect the characteristics of international multiculturalism, which has become synonymous with trend and fashion.

In the first half of this year, a total of 434 first stores (including flagship stores) landed in Beijing, of which 87 settled in Sanlitun, accounting for 20%.

  "Previously limited by scale, some business formats and brands that fit the positioning could not be imported, so it was impossible to attract a wider range of people to come and consume." Lai Yang, executive vice president of the Beijing Business Economics Association, said that after the expansion of the north, the leased area will be expanded. In addition, Taikoo Li Sanlitun can segment the customer base, thereby consolidating the trendy attributes of the project, and the ability to visit will be further enhanced.

  Cai Xiaojun, deputy director of the Beijing Municipal Bureau of Commerce, said: "We will continue to promote the transformation and upgrading of traditional business districts and traditional shopping malls, and strive to create consumer landmarks with complementary advantages and distinctive characteristics, and further enhance the global appeal of'Beijing consumption'."

  Chongqing has polished its "food" and "beauty" business cards, and guided the business district to upgrade the consumer experience.

Among them, the Three Gorges Plaza business district relies on the Longhu Guangnian commercial complex to settle in, enhancing the vitality of the business district; the Jiangbei district business district further promotes the innovative development of traditional businesses, guides businesses to deploy fashionable life formats, and takes the lead in opening up branded nursing halls, life beauty colleges and other brands Experience... In the first half of this year, the total retail sales of consumer goods in Chongqing increased by 29.9%, a growth rate of 6.9% higher than that of the country.

During the "May 1st" period, the retail sales of major commercial districts and key monitored commercial enterprises in Chongqing were 12.475 billion yuan, a year-on-year increase of 26.8%.

  “In the next step, Chongqing will guide the business district to further upgrade, highlight its characteristics, and develop dislocation. At the same time, it optimizes the supply of business formats, vigorously develops the first store economy and brand economy, and encourages domestic and foreign well-known brands to open their first brand stores, flagship stores, and flagship stores in Chongqing. Chain stores. Enrich the supply of first store formats such as leisure and entertainment, sports, cultural and creative fashion, new retail, etc., and provide high-quality consumer experience." The relevant person in charge of the Chongqing Municipal Commission of Commerce said.

  Our reporter He Yong Tian Hong Liu Xinwu

Keywords: