"Change Face" Pedestrian Street Consumers Xintiandi

　　Our reporter Feng Qiyu, intern Ma Yuxiaoxu

　　As a gathering place and an important carrier of urban consumption, the pedestrian street is undoubtedly a business card of the city.

The transformation and upgrading of the pedestrian street is to play its role as a window, and play an active role in promoting high-quality economic development, opening to the outside world, and promoting consumption upgrading, so that the pedestrian street can be integrated into the urban development, display the charm of the city, and promote Chinese culture.

　　On the last day of the National Day holiday, Wangfujing Pedestrian Street in Beijing.

After many days of overcast and rainy days, Beijing finally ushered in a day of bright sunshine and cool autumn weather. Bustling people flowed on the streets of Wangfujing. From shopping malls to restaurants, people waiting in line abound. It's so lively.

　　As one of the most representative pedestrian streets in China, the Wangfujing neighborhood has undergone a very big change since it was included in the pilot project for reconstruction and upgrading of pedestrian streets at the end of 2018.

Recently, the six pedestrian streets of Wangfujing Pedestrian Street and Tianjin Jin Street, Shanghai Nanjing Road, Shenyang Middle Street, Wuhan Jianghan Road, and Guangzhou Beijing Road have been recognized by the Ministry of Commerce as the second batch of “National Demonstration Pedestrian Streets”. Accelerate the pace to meet the objective needs of high-quality development and continuous consumption upgrades.

Demonstration has obvious driving effect

　　Since 2018, after two batches of 23 pedestrian streets transformation and upgrading pilot work, 11 streets have been confirmed as "National Demonstration Pedestrian Streets".

In addition, at the end of August 2021, the Ministry of Commerce issued the "Guidelines for the High-quality Development of Pedestrian Streets (Draft for Solicitation of Comments)", indicating that the reconstruction and upgrading of pedestrian streets in various places has achieved obvious results, and the pilots have been led to comprehensive promotion and expansion.

　　"The transformation and upgrading of the pedestrian street demonstrates the characteristics of'small cuts and big articles.'" Gao Baohua, a researcher at the Service and Trade Institute of the Institute of International Trade and Economic Cooperation of the Ministry of Commerce, told reporters that in terms of promoting high-quality economic development, expanding opening up, and promoting consumption upgrades, etc. Played an active role.

　　The data shows that in the first half of 2021, the passenger flow and turnover of the 23 pilot pedestrian streets increased by 58.3% and 46.0% year-on-year, respectively, and 11.7% and 9.6% respectively over the same period in 2019.

Gao Baohua said that taking the first store economy as an example, up to now, Beijing Wangfujing Pedestrian Street has introduced a total of 95 first flagship stores such as Hamrez, Hepingguo Bureau, and Internet celebrity specialty stores. Among them, in May this year, FILA became the world's first A brand-new concept store has settled in Beijing APM; Nanjing Road Pedestrian Street in Shanghai has introduced a large number of first stores, flagship stores and experience stores, among which World Trade Plaza can be called the “first store harvester”; Nanjing Confucius Temple Pedestrian Street realizes block intelligence through online and offline linkage Security, in addition, actively introduce a number of situational stores such as the Film Museum and Hanfu Experience Hall to create immersive and experiential consumption scenes, and take multiple measures to promote the promotion of business formats.

　　The experience of the citizens is even more real.

Where to go to Chongqing, Yang Ruo, a Chongqing girl who went to school in Beijing, would recommend Jiefangbei Pedestrian Street. “Jiefangbei was originally a landmark of Chongqing, and it carries a strong historical memory. In the past few years, many commercial shops have been opened on the pedestrian street. There are also Internet celebrity check-in places such as Hongyadong, which are very lively from morning to night."

Comply with the consumption upgrade trend

　　After the renovation and upgrading of the pedestrian street in 2018, it has a tangible boost to consumption in related areas.

In 2019, Chongqing Jiefangbei Pedestrian Street had annual sales of 20 billion yuan, which in turn drove the total retail sales of consumer goods in Yuzhong District, Chongqing to reach 120 billion yuan, and the number of visitors in a single day exceeded 840,000.

In this regard, Vice Minister of Commerce Wang Bingnan once stated that the transformation and upgrading of pedestrian streets is very popular with consumers. China's promotion of the transformation and upgrading of pedestrian streets is to start with this "small cut" and strive to make a "big article."

　　First of all, the transformation and upgrading of pedestrian streets should focus on meeting people's needs for a better life.

Pedestrian street brand clusters and diversified business formats. The transformation and upgrading of pedestrian street is to conform to the trend of consumption upgrading and meet the multi-level and diversified consumer needs of residents; secondly, to promote high-quality economic development.

The pedestrian street has a large passenger flow and diverse demands. The transformation and upgrading of the pedestrian street is to give play to the role of consumption leading production, and to promote industrial upgrading through consumption upgrades; in addition, focus on expanding the opening up to the outside world.

The transformation and upgrading of the pedestrian street is to play the role of the window of the pedestrian street and provide a new stage and a new platform.

　　"The construction of pedestrian streets has many positive meanings for stimulating consumption." Gao Baohua said, for example, it is conducive to playing the role of platform carriers of pedestrian streets and releasing residents' consumption potential.

Combining traditional consumption peak seasons and key holidays, organize various neighborhoods, business districts and merchants to carry out food festivals, international famous products, time-honored carnivals, cultural creativity and consumption promotion months, "dual product" shopping festivals and other theme promotional activities to activate the popular business atmosphere in the neighborhood , Unleash the potential of residents' consumption.

It helps to play the role of the innovative and open carrier of the pedestrian street and create a new consumption scene.

Actively develop night consumption, cloud consumption, backstreet consumption, creative consumption, first-store economy, first-launch economy, etc., and actively introduce domestic and foreign characteristic brands to stimulate the vitality of neighborhood development, and create consumption scenes with new formats and new consumption clusters.

It can play the role of demonstration and linkage of the pedestrian street and stimulate the vitality of urban consumption.

"Use the demonstration and driving role of the pedestrian street pilot, strengthen the overall planning and integration of surrounding resources, promote the integration of business, travel, cultural and sports consumption, the connection between the main street and the auxiliary street, the promotion of consumption and the urban renewal, and make the street'wide' and'thick' , To realize the districts and streets to rejuvenate the city, and promote the transformation and upgrading of urban consumption."

　　In addition, the construction of pedestrian streets is conducive to optimizing the business environment of the pedestrian streets, thereby improving the quality of consumption.

For example, encourage block management entities and business entities to build together to continuously improve the service level of commercial, cultural, public services and other facilities; establish a regular evaluation and dynamic update mechanism, upgrade and update service facilities in a timely manner, improve the level of consumption services in the block, and continuously optimize the consumption experience Wait.

Prevent homogenous pursuit of individuality

　　This summer, the big copper coin relief on Tianjin Jin Street was made into "big copper coin" ice cream, and the "net celebrity" check-in area on the pedestrian street became popular with cultural and creative ice cream.

Speaking of the strategy of visiting Jinjie, Tianjin girl Jin Jing said: "There are really too many places for'net celebrities' to check in! Not only are there such well-known places as Quanyechang and'Big Copper Coin', there are also many new food check-ins. There are everything from Tianjin cuisine to Jiangsu and Zhejiang flavors. After dinner, you can also have afternoon tea. Shopping in Jinjie is not just "buy, buy, buy".

　　During the construction of the pedestrian street, the characteristics and characteristics are the lifeline of the pedestrian street.

At the beginning of the promotion of the construction of pedestrian streets, the Ministry of Commerce emphasized the need to benchmark internationally, highlight local characteristics, and integrate the improvement of pedestrian street construction with the service industry and service trade in various fields, industries and various formats, and strive to create a historical and cultural heritage. A pedestrian street with Chinese characteristics and local characteristics.

　　"Datang Evernight City Pedestrian Street is a tourist attraction with Xi'an characteristics." Wei Lao from Xi'an, Shaanxi, told reporters that in terms of architectural style, there are ancient statues and other decorations with Tang cultural colors. feel.

"There are also modern supermarkets such as Joy City in the surrounding area. It is very convenient to eat and play, and the infrastructure is complete."

　　It is understood that in recent years, Xi’an has been actively promoting the deep integration of cultural heritage, cultural heritage, cultural venues, cultural IP, cultural boutiques and other cultural resources with commerce, tourism and other resources, so that the pedestrian street integrates culture, performance, catering, leisure, and entertainment. As a whole, more and more people regard Datang Evernight City Pedestrian Street as the first choice for nightlife.

At the same time, Xi’an has devoted itself to creating an upgraded version of "Tang Culture" and exploring new cultural consumption. Internet celebrity brands such as Li Bai’s tea, Xiao Tang’s ice, and Chang’an ice cheese are popular with tourists. It has launched the "Tumbler" series of cultural IPs in the Evernight City, etc. Related content has realized online and offline interaction and enriched the tourist experience.

　　Experts said that the pedestrian street is undoubtedly a beautiful business card of the city.

The transformation and upgrading of the pedestrian street is to integrate the pedestrian street into urban development, show the charm of the city, and promote Chinese culture.