Beijing strives to build an international consumption center city, and a number of support measures have been introduced one after another——

　　Stimulate the new vitality of local brands

　　Our reporter Gong Wenjing

　　"People's Daily Overseas Edition" (November 05, 2021 10th Edition)

　　On the first day of opening, thousands of consumers stopped and waited. The Ge Lao Guan’s first store in Joy City, Chaoyang, gathered popularity; “Double 11” sales increased exponentially, and the century-old brand Wu Yutai topped the Tmall tea live broadcast list; “Qianmen” The National Chao Beijing Product Festival and the Dashilan Folk Culture Festival are coming one after another, and the traditional cultural characteristic consumption landmarks "out of the circle" one after another...Different pictures point to the same theme: building an international consumption center city, and Beijing has "accelerated."

　　Recently, the "Beijing Cultivation and Construction of an International Consumption Center City Implementation Plan (2021-2025)" (hereinafter referred to as the "Plan") was officially released. It is planned to take 5 years to build Beijing into a global influence through the "Ten Special Actions" , Competitiveness and reputation as an international consumer center city.

To achieve this goal, it is necessary to cultivate a group of influential local consumer brands.

How can local companies use this shareholder style to help their brand development?

How does Beijing do a good job of "Capital Culture+" articles?

In this regard, our reporter conducted an interview.

　　The first store enters Beijing, high-quality brands are popular

　　"Tickets were released at 10 o'clock, early in the morning, we lined up to pick up the number, and finally ate the old man at 1 o'clock in the afternoon." Recently, Beijing's first Meiwa hot pot restaurant opened in Chaoyang Joy City, attracting citizens to check in.

　　Since the beginning of this year, Chaoyang Joy City has introduced a total of 26 first stores, including the first Beijing store of the popular hot pot brand Ge Laoguan, the "Black Pearl Restaurant" new Peking cuisine Admiral Beijing flagship store, and many international catering brands.

　　From the central city to the city's sub-centers, a "first store boom" swept all major commercial circles in Beijing.

Data shows that in the first three quarters of this year, there were 696 first stores in Beijing, nearly four times the number of first stores in 2020.

Among the 108 newly opened first stores of international brands, 30% have been invested in the "embracing" of the International Trade CBD business district.

　　“Top big names are basically available at SKP. The SKP-S in the South Hall is more avant-garde and will exhibit high-end and catwalk models.” Jiaxing, who has worked in Beijing for many years, likes to go shopping in the CBD of China World Trade Center. She found that SKP's beauty area Recently, two international brands have been launched for the first time in the country.

　　Affected by the epidemic, Jiaxing's shopping methods are also quietly changing.

"In the past, I would look for Daigou to buy luxury goods, but now I prefer to come to offline physical stores for consumption, the price is not much different, and I can also enjoy the VIP service of the mall."

　　In 2020, Hualian's single store sales of SKP in Beijing will reach 17.7 billion yuan, achieving the largest single store sales of department stores in the world.

Overseas consumption in the luxury goods sector "flows back" to high-end shopping malls where big names gather.

　　The launch of the first store of high-quality brands is becoming an important starting point for Beijing to build an international consumer center city.

The "Plan" pointed out that by 2025, we will strive to attract international and domestic brands to open more than 3,000 first stores, innovative stores, and flagship stores in Beijing, and build this city into a global premiere center.

　　In order to attract the first store to enter Beijing, the Beijing Municipal Bureau of Commerce previously issued the "Supplementary Notice on the Application Guidelines for Encouraging the Development of Commercial Brand First Store Projects in 2021". With financial support from the introducing party, the financial support for the first store project can reach up to 5 million yuan, which will help lower the "threshold" for the first store to enter Beijing.

　　"In the consumer field, the first store often has a vane significance and a leading role. On the one hand, companies attach great importance to the operation and management of the first store to enhance brand value, and on the other hand, consumers also prefer the consumer experience of the first store." National Development and Research Institute of Renmin University of China Said Liu Xiaoguang, a researcher at the Institute of Strategic Studies.

　　The relevant person in charge of Chaoyang Joy City introduced to reporters that the average customer unit price of the first store is 4 times that of the entire store. The "adsorption effect" generated by the first store is promoting the accumulation of passenger flow in the business district and injecting fresh vitality into the shopping mall.

　　"The opening of the first store can gather popularity for the business district, and there are big new brands in the area, which will help enhance the attractiveness and gold content of the business district." Bai Ming, deputy director of the International Market Research Institute of the Ministry of Commerce, believes that the first store The opening of not only activates the economy, but also brings more high-quality services to consumers.

　　During the year, Beijing will issue 14 special policies to fully support the development of the first store.

In the fourth quarter, many commercial projects including Taikoo Li West District, Sanlitun, Chaoyang District, Huaixin Dayue Chunfengli, Fengtai District, and Liugonghui in Shijingshan District, opened one after another, adding another “fire” to the “first store craze”.

　　Frequently "out of the circle", the old store set off a "national boom"

　　Create hundreds of short videos of new customers planting grass, design packaging in collaboration with trend illustrators, 365 days of uninterrupted live broadcast...The century-old brand Wu Yutai is well versed in the "games" of e-commerce, and will be on the day of the "Double 11" pre-sale on October 20 , To achieve sales growth exponentially.

　　When you click on the Wu Yutai Tmall flagship store, you can always see young faces interacting across the screen. Most of this group of anchors have dual identities. In addition to their own work of WeChat operation and video script creation, sideline live broadcasts also play tricks, limited time super spike, Red envelope rain, giving back to "loved fans"... New ways to play are endless.

　　The "Plan" clearly proposes to promote the acceleration of digital transformation of time-honored enterprises, and strive to achieve "access to the Internet" for more than 90% of time-honored brands, and more than 70% to carry out live sales.

　　With the help of the e-commerce platform, Wu Yutai's innovative development of the "two channels of responsibility and supervision" was opened up, and the online proportion of customers outside Beijing went straight to 70%.

Wu Yutai's "out of the circle" has become the epitome of the old-fashioned and innovative in Beijing.

　　Online time-honored brands are booming, and offline "national booms" have swept across.

　　Walking into Qianmen Street, the Beijing Food Festival and National Chaozhou Beijing Food Festival held not long ago, the residual heat has not faded.

“We specially planned and held the 2021 National Chao Beijing Festival for Beijing’s brands.” said Sun Yueting, vice president of Beijing Time-honored Brand Association. World." The time-honored brand in the market, "swiping the screen" in the circle of friends.

　　In response to the requirement of the "Plan" that "strive to 2025, the total number of "Beijing Time-honored Brands" certification will reach about 230, and about 150 "Beijing Time-honored Brands" craftsmen have been recognized. There are 206 companies involved in 8 major industries including catering, food processing, and medicine.

The certification of "Beijing time-honored" craftsmen has been steadily advancing at a rate of 20 per year starting in 2019.

　　Although the results are fruitful, there are also hidden worries.

"In terms of brand recognition, Beijing's time-honored brands have the problem of'hollowing', and there is a certain'spatial distance' and'psychological isolation' from young consumer groups." Yang Song, director of the Economics Institute of the Beijing Academy of Social Sciences, believes, "especially from From an international perspective, Beijing’s time-honored brands still have a lot of room for development in overseas business development and brand communication."

　　Talking about how time-honored brands can adapt to the development of the times, Sun Yueting suggested that time-honored brands should gradually put away the "old" to keep their "good", while retaining their core competitiveness, they should cater to new trends and create new demands.

　　Zheng Yan, general manager of Wu Yutai e-commerce company, believes that China's time-honored brands should play a role of "keeping integrity and innovation" in the process of building Beijing into an international consumer center city.

In order to inherit the unique traditional craftsmanship and culture of the time-honored brand, “keeping integrity”, boldly “innovate” in adapting to the new consumption changes, and tell the story of the century-old brand in new languages, can carry on the inheritance and ignite the enthusiasm for consumption.

　　Nowadays, the construction of Beijing's international consumption center city has entered a new stage of coordinated advancement from planning and deployment. Sun Yueting believes that the "national boom" has formed a new wave among consumers, and the time-honored brand is the most Beijing-style city in the construction of an international consumption center. A unique golden business card should take advantage of the trend.

　　Integrated development, many new surprises in the business district

　　"It feels like traveling back to the streets of Beijing in the 1980s and 1990s." Aunt Sun, who traveled to Beijing from Nanjing, rushed to the Heping Fruit Bureau on the second floor of the Wangfujing Department Store, the old objects in the hutong, the old video room, The old sugar paintings of the craftsmen...the re-enacted version of the old Beijing city comes into view.

　　The Wangfujing Department Store, which was built in 1955, is known as the "first department store in New China."

The veteran shopping mall, which has been standing for more than 60 years, has ushered in a new round of crowds after the opening of the Pingguo Bureau in 2019.

Looking for the traces of life in the last century and enjoying the authentic Beijing culture, the Peace Fruit Bureau not only evokes the emotional memories in the hearts of tourists, but also becomes a new check-in place for the younger generation, adding a touch of color to the Wangfujing business district.

　　From the 1990s to the present, Wangfujing has undergone 5 upgrades and transformations, forming a block-style development pattern with a pedestrian street as the core and the "Golden Cross" as the skeleton, radiating 1.66 square kilometers.

The latest business district upgrade started in 2016. Taking the train for the construction of the international consumption center city, the renovation and upgrading work here will be further increased.

　　Among the "Ten Special Actions" proposed in the "Plan", the creation of new consumer landmarks is the top priority.

The "Plan" clarifies that in the future, relying on the Forbidden City-Wangfujing-Longfu Temple "Cultural Golden Triangle", the digitalization and intelligent transformation and upgrading of the block will be accelerated, and the Wangfujing Pedestrian Street will be built into a world-class commercial district with unique humanistic charm, driving Wangfujing The business district has become a new consumer landmark with a deep integration of "business + tourism + culture + technology".

　　How to build the "Cultural Golden Triangle"?

The Wangfujing District Management Committee stated that it is setting up a special class for the "Cultural Golden Triangle". In the future, it will strengthen the linkage between the Forbidden City, Wangfujing and Longfusi neighborhoods to create "Beijing Kuanzhai Alleys" to promote the integration of Beijing culture, consumer culture, and art culture. Echo each other.

　　In addition to the old business districts, citizens and tourists have more and more new choices.

At present, the 111 key projects planned by the "plan" have already implemented 6 projects, the Xidan Renewal Field, the first Longhu Xiyuetian Street, the first Longhu Lizetian Street, the Meikedong Academy, the Jinhai Lake International Convention and Exhibition Center, and the first global theme park. Period officially debuted.

　　"The cyberpunk style is coming, the design here is too trendy!" Fang Wei, a Beijing citizen who likes to explore stores on weekends, discovered Xintiandi.

After 6 years of renovation, the renamed Xidan Cultural Square-Xidan Renewal Field appeared in front of the public with a new look.

Walking into the mall, a group of trendy-dressed young people passed by; looking around, designer brands gathered.

In Fang Wei's view, Xidan Update Field is a new landmark of fashion consumption.

　　“Consumer landmarks are a symbol and representative of the prosperity of urban commerce.” Yang Song believes that the current business district transformation and the creation of new consumer landmarks play an important role in promoting business development and boosting consumption.

　　So, how to create a new landmark of consumption?

In Yang Song's view, only by constructing a commercial district that integrates culture, art, retail and other fields, focusing on the development of a consumer space carrier that integrates multiple formats, and doing a good job in integration, can new landmarks of consumption truly become prosperous.

　　Liu Xiaoguang believes that by making good use of Beijing's unique historical and cultural accumulation, relying on China's ever-changing new economy, new business formats, and new models, relying on the strong domestic consumer market and Chinese manufacturing, the creation of Beijing's new consumer landmarks will surely be brilliant.