Pay attention to the first anniversary of the construction of an international consumption center city
Eight questions on how to build an international consumption center city
Yesterday, at the press conference on the first anniversary of Beijing's cultivation and construction of an international consumption center city, the Municipal Bureau of Commerce and other departments released the transcript of the first anniversary of Beijing's cultivation and construction of an international consumption center city.
It can be said that this anniversary has achieved remarkable achievements: in the construction of business districts, 22 traditional business districts and 20 pilot enterprises of "one store, one policy" have basically completed the upgrading and transformation; Younger consumption points; last year, the city's cross-border e-commerce import and export volume increased by more than 25% year-on-year; more and more catering companies have improved their takeaway services through digitalization. It has increased by 25% compared with before the event... On this basis, this newspaper focuses on eight major issues such as how to build new business districts, how to upgrade traditional business districts, and how to "new" old-fashioned stores. New paths and new methods.
How to build a new business district
How to build a new business district?
The Action Plan for the Transformation and Improvement of High-quality Business Districts in Beijing (2022-2025) gives a clear answer: Beijing will build a four-level business circle system: international business circles, city-level business circles, regional business circles and community-level business circles.
Among them, the international-level business circles for international consumption will focus on the business circles such as Wangfujing, CBD, Sanlitun, Qianmen Dashilan, Universal, Capital International Airport, and Daxing International Airport, and build the international-level business circles into the international exchange function of the capital. It is a gathering place and a new engine leading the high-quality development of the city.
City-level business districts for urban experience consumption will focus on Xidan-Financial Street, Xinshougang Park, Huaxi LIVE·Wukesong, Zhongguancun, Lize, Canal Core Area, Changping, Changyang and other business districts. Build it into a new landmark of urban experience with outstanding commercial strength, distinctive consumption vitality and widespread influence.
The district-level business district will focus on business districts such as Chongwenmen, Xizhimen, Shuangjing, Qinghe, Fengtai Science and Technology Park, Pingguoyuan, Longde, Longze, and Tiangongyuan, providing catering and shopping, parent-child experience, culture and entertainment, sports and fitness, Comprehensive service functions such as tourism and medicine will build regional-level business circles into consumer circles that carry diverse life scenarios and meet the comprehensive consumption needs of the region.
The community-level business district will coordinate the prevention and control of the epidemic and the development of the life service industry, taking into account basic guarantees and quality improvement formats, and stimulate the vitality of community business.
Shougang Park: Tradition and modernity collide to create a new consumption point
In various life groups and social networks in Shijingshan, Shougang Park has always been a popular spot for Internet celebrities to check in.
When staying at the Shangri-La Hotel in Shougang Park, tourists can watch movies while enjoying a gourmet package in the outdoor garden of the hotel or in a private car.
Parent-child families with children can not only check in the Shougang Grand Jumping Platform, but also feel the light and fashion of urban camping on the ground. The sky photos with Yongding River and steel background create a comfortable urban leisure style.
At yesterday's press conference, Wang Zhiyong, deputy head of Shijingshan District, also highlighted Shougang Park. This urban renewal area integrating traditional and modern is integrating more and more commercial, cultural, tourism and technological elements.
The highly anticipated Shougang Park · Liugonghui commercial sector - Liugonghui Shopping Plaza debuted for the first time.
Liugonghui shopping plaza has 4 floors, covering lifestyle, coffee, exhibition hall, catering, entertainment experience, parent-child, fitness and other formats, attracting many catering companies to settle down.
The overall design style is fashionable, youthful and full of literary style.
At the same time, the No. 1 blast furnace in Shougang Park will use VR and AR technologies to create a "hyperbody space" with a strong sense of technology.
In addition, these "talking" industrial buildings will also inject more elements of culture, technology, tourism, sports, etc., to create a new landmark for diversified consumption.
The second question is how to change the traditional shopping mall
In response to the aging of traditional shopping mall facilities and hardware, difficulty in adapting to new consumer demands, and the urgent need to adjust business formats, under the leadership of the Municipal Party Committee and Municipal Government, in 2019, the Municipal Bureau of Commerce, together with relevant departments and district governments, actively carried out relevant work. Policy support and other means, adopt the "pilot first" approach and "one store, one policy" to promote the upgrading and transformation of traditional shopping malls.
At present, among the 25 pilot enterprises, 20 pilot enterprises including Changan Shopping Center have basically completed the upgrading and transformation.
For example, Meikedong Academy has been upgraded from an old electronic product sales hall to a collection of household products, high-end catering and cultural and creative art experience halls; Dong'an Market has completed the closed store renovation and upgraded to the most fashionable immersive buyer-made department store in Beijing.
Chang'an Shopping Center and Ganjiakou Building have transformed from a single shopping mall to a community lifestyle center with leisure consumption, experience functions, and parent-child functions, realizing the overall upgrade of the project.
Xidan Renewal Field realizes the integration of park-style leisure space and underground commercial space, and the first store and high-level concept store collection store have become a new trendy landmark.
As Beijing started the transformation and upgrading of business districts in 2019, in 2021, the planned transformation and upgrading tasks of 22 traditional business districts including Wangfujing, Qianmen Dashilan, CBD, and Sanlitun have been completed.
According to reports, in 2022, it will focus on promoting the renovation and upgrading of projects such as Scitech Shopping Center, Landao Building, Intime Department Store, and Zihexin Department Store.
Continue to promote the renovation of Yansha Golden Street Shopping Center, Xidan Shopping Center Tiantongyuan Store, Wukesong Wanda Plaza, Mofang Shopping Center, Shunyi New World Department Store, Fengtai CapitaMall Grand Canyon Store, Fangzhuang Shopping Center and other projects.
In the next step, by 2025, the city will build 2 to 3 international business districts with a global influence of 100 billion yuan.
There is at least one commercial pedestrian street in each district, and the city has formed a number of new landmarks with reasonable distribution, distinctive features, and all-round satisfaction of the people's high-quality consumption needs.
Taikoo Li Sanlitun: usher in a new round of renovation and upgrading during the year
Walking into Taikoo Li Sanlitun, two iconic buildings located at the southern entrance of the North District are preparing for new stores. The Adidas Asian flagship store and the trendy glasses Gentle Monster global flagship store will be unveiled soon.
A reporter from Beiqing Daily learned that this year, a bridge will be built between the west and south areas of Taikoo Li in Sanlitun to improve the connectivity of the neighborhood.
As the "first store harvester", it always brings a special experience here.
The Bubble Mart Sanlitun store has changed from the previous black and yellow color scheme, and launched the store decoration style of metallic silver tone for the first time, as well as devices such as punch-in walls, becoming the first special experience store of Bubble Mart in the country.
The Life Aesthetics Museum, which integrates furniture and home furnishing, will introduce about 6 high-level art exhibitions throughout the year, so that the aesthetics of life will continue to be renewed in Sanlitun.
Three questions about how the old shop is new
Caibai has created a “Beijing-flavored” characteristic jewelry culture; Beibingyang has created a new experience store model of “Beiping Ice Factory”, developed creative soft drinks and peripheral cultural and creative products, and has become a time-honored “Internet celebrity store”... Developing time-honored brands is to revitalize the characteristics of Beijing The endowment of consumption resources such as history and humanities highlights the important content of the representative of the city's characteristic brands.
In terms of policy support, the Municipal Bureau of Commerce and other relevant departments focus on supporting the inheritance and development of time-honored brands, carrying out trademark monitoring and early warning, and cracking down on infringements of time-honored brands.
The Municipal Bureau of Commerce uses commercial funds to support the inheritance and development of time-honored brands, and encourages time-honored brands to build museums, inheritor studios, cross-border cooperation, and model innovation.
In the tradition of inheriting the tradition, in 2021, Beijing will newly identify 9 time-honored brands in Beijing, continue to explore the historical and cultural resources of the capital, and identify 20 time-honored craftsmen to promote the spirit of ingenuity and craftsmanship.
Since last year, the Municipal Bureau of Commerce has held a series of activities such as Guochao Time-honored Brand Dialogue Column Program, Punch-in Beijing Time-honored Brand, etc., inviting professional video teams to shoot vlog video clips for time-honored brands, and building a special page on the topic of time-honored brands on the Douyin platform, inviting the video to reach the audience. People check out the time-honored brand together.
Through various forms, we will promote the innovation of R&D, design and model innovation of time-honored products, so as to be in line with fashionable and younger consumption.
Daoxiang Village No. 0 Store: Innovative "Old Taste" of Pastry
In August last year, Beijing Daoxiang Village put up a signboard of "No. 0 Store" at No. 152 Dongsi North Street, which is the original location of the first business department of Beijing Daoxiang Village Nanwei Food Store.
The new store after the re-opening sells freshly baked pastries and Beijing-style tea. Milk and jasmine tea and salty-sweet ox tongue cake create a spark of innovation in the century-old store, and it has also become a place for young Internet celebrities to check in.
Next to the sales counter is the operation room, where consumers can see the process of making pastries on the spot by the chefs through the bright glass.
The "Four Treasures of the Study" cakes in different three-dimensional shapes; the Peking Opera masks of Guochao Jingyun are vividly displayed on the cakes with cartoon images; the "Wenwan Walnut" cakes with the characteristics of old Beijing and the "Persimmon Ruyi" cakes in the shape of persimmons; Innovative pastries such as "Hutong No. 1" at No. 152 Sibei Street have a strong Beijing flavor.
In addition, the decoration of the auspicious cloud pattern and the pillow in the shape of jujube cake in Daoxiang Village, Beijing's "No.
Four questions about the trend of Xinguo Chaodian
Beijing closely follows the "Top Ten Special Actions" such as the "Consumer Brand Matrix Cultivation Action", and strives to incubate new consumer brands in Beijing Faner.
At the press conference, according to Guo Wenjie, deputy director of the Municipal Bureau of Commerce, Beijing has initially established a new consumer brand incubation system through urban linkages and pilot tests over the past year. Library, institutional library, scene library, policy library and other five libraries to speed up the city's brand cultivation.
At present, 6 incubator bases with different characteristics have been set up in Dongcheng District and Chaoyang District, including Hongqiao Market and Langyuan Station. "Wait a batch of new consumer brands.
In the next step, the commerce department will be incubation-oriented, make a good combination of "fund + base", "first store + first launch", "online + offline", establish and improve the incubation and cultivation chain of new consumer brands, and give full play to Beijing's technological and cultural advantages , focus on the four areas of "time-honored brand + national trend", "new technology + green", "new design + fashion", "new retail + digital", to create a group of famous, high-quality, leading consumption upgrades, satisfying The local self-owned brands that ordinary people need for a better life will provide long-term support for Beijing to become an international consumption center city with global influence.
Arctic Ocean offline brand store: countless fans of cultural and creative products
Freshly made fresh fruit bubble drinks, customized yogurt, Arctic Ocean IP cultural and creative products... The flagship store of the Arctic Ocean offline brand store "Peiping Ice Factory" located at No. 25 Huayuan North Road, Haidian District, has gained countless fans on the Internet platform.
The "Beiping Ice Factory" store sells fresh fruit sparkling drinks based on Arctic Ocean soda and added fresh fruit, and the Arctic Ocean orange soda made into super delicate soft ice and orange jelly fresh fruit ice series, 3D ice ice bear handmade ice cream, on-site A variety of flavored yogurt, as well as freshly baked European bread and other foods.
The cultural and creative products are the most popular among young people. The cultural and creative display area on the second floor of the flagship store displays more than 100 exquisite and lovely arctic IP cultural and creative products, which vividly displays the Bingbing bear and Xiongyou family in front of consumers.
Five questions about how to push e-commerce live broadcast
In order to promote the standardized development of live broadcast e-commerce, Beijing has proposed more than ten measures to support the development of live broadcast e-commerce in five aspects: live broadcast platforms, live broadcast institutions, live broadcast bases, live broadcast scenarios, and live broadcast talents.
These include: encouraging live-streaming e-commerce platforms to set up regional and functional headquarters in this city, and providing support in talent introduction, license processing, and financial incentives; introducing and cultivating high-quality live-streaming e-commerce service agencies to support the creation of high-quality live-streaming e-commerce Base; support time-honored brands and new consumer brands to carry out brand self-broadcasting, encourage special live broadcast activities such as factory live broadcast, first store entry, and new product launch, and promote "Beijing brand IP"; take advantage of the city's international talents to promote cross-border live broadcast e-commerce innovation Development, promote the live broadcast of bonded warehouses, encourage live broadcast e-commerce to drive domestic products to the sea; build a professional talent system for live broadcast e-commerce, and provide guarantees in the introduction of talents and the education of children.
Among them, Beijing is particularly prominent in supporting cross-border e-commerce to improve quality and efficiency. It not only increases support in cross-border e-commerce policies, but also formulates targeted assistance measures in combination with the latest developments in cross-border e-commerce development. Projects such as cross-border e-commerce platforms, overseas warehouses, bonded warehouses, experience stores, and auxiliary customs clearance facilities will also be supported, and pilot projects such as “connection of tax-free and bonded policies” will be explored to promote further innovation and development of cross-border e-commerce.
Six questions about how to promote bulk consumption
The Beijing Municipal Bureau of Commerce and other seven departments jointly formulated the "Beijing's Plan for Encouraging Automobile Replacement Consumption", which further expands the use of new energy vehicles, optimizes the city's automobile structure, and drives the upgrade of automobile consumption, thereby promoting the growth of Beijing's bulk consumption. .
The "Plan" divides the subsidy gears according to the type of passenger car transferred out or scrapped and the number of years of ownership. For scrapped or transferred out new energy passenger cars, a subsidy of 8,000 yuan per car will be given; scrapped or transferred out for 1-6 years For other types of passenger cars (non-new energy), a subsidy of 8,000 yuan per car is given; for scrapped or transferred out of other passenger cars for more than 6 years (inclusive), a subsidy of 10,000 yuan per car is given.
According to the Beijing Municipal Bureau of Commerce, the setting of subsidy gears further encourages the elimination process of old vehicles, and vehicles with relatively long holding years can receive more subsidies for replacement.
This design takes into account the long holding period of old vehicles and the high pollution emissions. Their elimination and renewal will not only create economic benefits, but also bring considerable environmental and social benefits.
The subsidy applications are all processed online, and image recognition technology is used in various ways.
According to the Beijing Municipal Bureau of Commerce, the introduction of the plan will promote the consumption of new energy vehicles, promote the development of new energy vehicles in the city, and increase the market share of new energy vehicles.
Seven questions about how to expand the convenience economy
In order to promote the transformation and upgrading of the convenience service circle for a quarter of an hour, Beijing combines the convenience life circle with consumption promotion, and organizes a series of consumption promotion activities covering beauty salons, clothing and apparel, catering and food industries around the time and space radius of a quarter of an hour, and builds a consumption promotion platform. It will further stimulate the vitality of community business and help the life service industry recover and develop.
Combining the convenience living circle with big data monitoring, the "Dynamic Map of Beijing Life Service Industry Networks" was released to clarify the "four to" scope of the convenient living circle, starting from 8 business formats, and gradually exploring the incorporation of more business formats, from consumption, supply, Convenience and other dimensions dynamically monitor the city's life service industry.
Combining the convenient life circle with digital transformation, "one industry, one policy" will carry out in-depth digital upgrade actions in the catering industry, convenience stores, housekeeping, vegetable retail, beauty industry and other life service industries, and cultivate digital demonstration stores.
Expand digital application capabilities around the entire link of customer acquisition and drainage, cashier operations, product selection logistics, membership management, and supply chain optimization.
Cultivate a batch of digital life service stores to improve the digital operation level of enterprises.
Combining the convenient living circle with financial support, carry out the transformation and upgrading project of convenient commercial outlets in rural areas. Large-scale e-commerce and chain circulation enterprises will sink channels and services into rural areas through technology empowerment, supply chain integration, and online and offline integration. Promote the transformation and upgrading of the six modernizations of commercial outlets in rural areas, and guide more large-scale e-commerce, distribution enterprises and commercial banks to participate in the transformation of convenient outlets in rural areas.
Eight questions about how to digitize catering
In order to further activate the market potential of the city's life service industry and help the digital transformation of the catering industry after the epidemic, at the end of 2020, Beijing launched the Beijing Catering Industry Digital Upgrading Action 1.0, focusing on helping merchants better understand operations, marketing, and service, and establish digitalization The evaluation system, task system and incentive system help catering merchants to "check-up" the digital operation status of their stores online in real time.
In 2022, the Beijing Municipal Bureau of Commerce will continue to promote the digitalization 2.0 of the catering industry, and the project will be upgraded to an intelligent pilot transformation, focusing on the development and upgrading needs of the city's characteristic catering blocks, providing a package of software and hardware solutions.
Through the use of cloud printers, Chuanbao and other equipment, the efficiency of online order taking and meal delivery of catering merchants has been improved. The data shows that the report rate of catering merchants who have activated Chuanbao is 77.29%, compared with those who have not used the equipment. For merchants, the reporting rate of meals has increased by nearly 22%.
At the same time, the average waiting time for riders who use the restaurant Baomen is reduced by about 14%.
The improvement of the digital level has also brought about the improvement of the user experience and the improvement of the business efficiency for the merchants.
In the next step, the Municipal Bureau of Commerce will cultivate about 25,000 catering merchants with a high level of digitalization, and improve the digital hardware level and marketing capabilities of 20 characteristic catering blocks.
Support third parties to build take-out platforms and promote the integrated development of online and offline industries in the industry.
This edition of the article / reporter Li Jia Zhao Tingting Liu Yang