Beijing, Shanghai and many other places have started to explore the model of commercial swing out to boost consumption vitality
The business is placed outside to create an overflow space for the city's "aroma"
Our reporter Liu Xiaoyan
Recently, the Beijing Municipal Development and Reform Commission and the Beijing Municipal Bureau of Commerce jointly issued the "Implementation Plan for Cleaning Up Hidden Barriers and Optimizing the Consumption and Business Environment" (hereinafter referred to as the "Implementation Plan"), which mentioned that Beijing will formulate and implement business circles outside the business Manage the rules and organize and carry out pilot projects in key business districts.
The reporter noticed that in recent years, Beijing, Shanghai, Guangxi, Xiamen, Chengdu and many other places have carried out the exploration of commercial swing-out models to boost consumption vitality and expand urban commercial forms.
The release of the new policy of commercial placement has also made many vendors and consumers eager to try.
Pilot commercial swing areas in multiple places
In September last year, as a pilot area for commercial placement in Beijing, the parking lot market planned by the Blue Harbor Business District in Chaoyang District attracted a large number of young people to shop and check in to feel the city's fireworks. Li Qing, who works nearby, is one of them .
“There are mainly grilled sausages, small octopus balls, candied haws and various snacks, as well as some special handicrafts. Each stall is neatly placed in the parking lot at the entrance, and rows of lights can be seen from a distance. Very Beautiful." Recalling the scene of the market last year, Li Qing couldn't hide her excitement.
In her opinion, the price of goods in the parking lot market is lower than that of the shopping mall, and there are more choices, which can better experience the reality of communication between people.
In addition to Beijing's commercial swing-out pilots in Sanlitun, Blue Harbor and other areas, Xiamen, Chengdu and other places have also explored.
For example, in August last year, Xiamen issued the "Guidelines for the Implementation of Appropriate Cross-Store Operation and Management of Stores along the Streets in Xiamen City", which stipulates that catering, clothing, flowers and fruits, fresh food, etc. Stores are open to applications for "proper cross-store operation", and the local functional department will come to the door to delineate the time and area of "operating outside the store".
It is worth mentioning that this year, Shanghai, Guangxi and other places have also joined the team of commercial swing mode.
The new model detonated the offline consumption boom
"Among the many urban outdoor businesses, the swing-out business exists very close to consumers, mainly meeting scattered consumption needs, with high flexibility in operating time and space, and has a strong crowd gathering effect." Beijing International Business Center According to Lai Yang, the chief expert of the research base, the external layout of the store includes the external sales and external dining of the street stores, as well as the external layout of the theme blocks of commercial complexes and shopping centers, the external layout of the roof, the external layout of the atrium and the corner space wait.
Snacks with strong aroma, paired with brightly colored products and loud and interesting cries, have become the "primary trick" for commercial displays to attract consumers.
The reporter saw in commercial pedestrian streets such as Qianmen Street and Dashilan that although there is no designated concentration range for commercial display in this area, many merchants still choose to place small stalls at the door to attract consumers into the store.
Lao Zhu, who runs a Chuan Chuan Xiang shop, said: "The small stall is placed on the steps of the door. The shoppers can not only smell the smell, but also know it at a glance. They want to come in and take a look when they walk. We have to guide everyone on the sidelines. Shopping, can not affect the traffic at the door."
According to Mr. Wang, who is in charge of traffic coordination in the parking lot of the Blue Harbor Business District, merchants are consciously arranged in the order of first-come, first-served when they enter. The garbage generated by consumers’ shopping will be taken away by merchants when they leave the mall. Special cleaners are also arranged in the mall. Do the final cleaning.
"The smell of grilled sausages has been wafting for several hours, but according to the regulations, we are not allowed to go in and consume during working hours, and we must stay at our posts and wait for the shift!" Master Wang said with a smile.
Prosperous outdoor business requires refined management
The commercial swing has brought a wave of offline consumption, and also puts forward new requirements for urban management.
"I haven't had a chance to come and see when I returned to Beijing after the year. I made an appointment with my colleagues today, but I didn't expect to do it for two weeks." Li Qing, who went to Blue Harbor again after work on February 20, did not expect empty”, she suggested that shopping malls can release information to the public in a timely manner through various channels.
According to the "Implementation Plan" issued by Beijing Municipality, the district government will coordinate and organize relevant departments to delineate the location of the outside placement in key business districts, and clarify the details such as the time of outside placement and business categories. Carry out online reporting, and the sub-district will supervise the implementation of the detailed rules.
In response to the situation encountered by Li Qing, Lai Yang suggested that some places should be opened up in the city, and some time should be agreed, and then a reasonable outside business should be planned according to the functions of the city, the needs of the community and the habit of trading a certain type of commodity. space, making it normalized and more distinctive.
At the same time, street artists should also be encouraged to perform cultural activities such as playing and singing, painting, performance art performances, etc., to form a new cultural landscape and cultural resources in the city.
"Prosperous outdoor business requires fine-grained management." Lai Yang said that specific areas can be limited to outdoor commercial operations, the implementation of a timing system for outdoor commercial operations, the implementation of a registration system for outdoor commercial operators, strengthening hygiene management, and holding food hygiene and safety responsible persons. Start with training and other aspects to balance the relationship between outdoor business, smooth urban roads, and urban sanitation and order.
(Worker's Daily)