Expand new channels to introduce "new players" to see the innovation breakout of traditional business districts

Editor

In the report of the 14th Party Congress of the Municipal Congress, Chengdu clearly proposed that "Promoting the Three Outstandings and Effects' overall functions of the city", which is specifically mentioned around improving the modern service industry: building an international consumer center city High -quality business districts such as Xi Road, Jiaozi Park, Rongbei, and Xibo City, leading the development of new formats such as the first store, starting, and night economy, set up a "buying global, selling global" consumer service platform, and launched "Chengdu Consumption" and " Chengdu Leisure "" Chengdu Service "and" Chengdu Creation "brand.

The construction of a high -quality business district is an important carrier for helping the construction of the international consumer center cities. Chengdu will speed up the construction of the international consumer center city in 2022 and mention that it will cultivate a multi -level business district. This year, the "Chengdu Business District Development Plan (2022-2026)" will be introduced, and more than 300 first stores will be introduced and cultivated, and more than 10 buildings have been cultivated for 100 million yuan.

Implement the spirit of the fourteenth party congress of the city, improve quality around the business district, create an open and inclusive consumer environment, create a consumer scenario of multiple formats, the high -quality resources driven by the gathering demonstration, and the innovation and creativity that forms core competition ... What are the new plans and new moves such as Jiaizi Park and other business districts? Our reporter entered the major business districts, dialogue decision makers, builders, and merchants to visit how they overcome difficulties, innovate methods, attract consumer trends, activate and drive consumer demand, and show the major businessmen in Chengdu in the way of first -line reports. The status quo, new, and imagination of the circle.

"It's great, I finally bought it!" A few days ago, Xiao Dong, a "enthusiast" from Wuhan, after receiving the luxury version of the mech Lu Bu, he sent a circle of friends excitedly. This product he thought about was the recent explosion. Through friends in the circle, he inquired about the X11 flagship store of Chengdu Chunxi Road Business District. Because it was not convenient to buy it at the store, Xiao Dong immediately asked Chengdu friends to purchase, and then mail it to him. Essence

Under the normalization of the epidemic prevention and control, as people's active radius shortens, consumption scenarios have decreased, catering, travel, entertainment and other fields are affected by varying degrees, which also makes the offline business district face great challenges.

Chunxi Road Business District is an important window for Chengdu to display the image of the city, and it is also the "top flow" of urban wealth. "Make quality and build a high -quality business district such as Chunxi Road" was written into the report of the 14th Party Congress of the Municipal Congress, and also set the tone for the upgrade upgrade of the Chunxi Road Business District. What is the current Chunxi Road business district? How will the specific planning be planned? Recently, the reporter walked into the business district of Chunxi Road and conducted field visits.

Expand new channels

Offline stores try online marketing

Chengdu flagship store on Chunxi Road is the first store opened in the southwest of X11. In this X11 tide game store with an area of ​​over 2000 square meters, the product covers the top ten categories such as blind boxes, hand -made, assembly models, and trendy cultural and creative. The reporter saw in the store that in stark contrast to a wide range of products, consumers are not much.

Under the epidemic, the liquidity of the personnel is weakened, which is just a microcosm of the Chunxi Road Business District. In the face of the epidemic, X11 did not make up the feet, but tried to break through according to its own brand characteristics. "We are mainly through the form of" online+offline '. Exclusive products, limited styles, value -added tide play, and urban special models of offline flagship stores; The category is available on the lines of Jingdong Mall, Hungry, Meituan and other online products. "Tong Wei, the regional manager of Sichuan Yuexi Brand Management Co., Ltd., told reporters that it will continue the offline experience through the theme curatorial activities and other activities. Members in their own stores are cultivated into online fans to enhance user stickiness and repurchase rates.

At the flagship experience center of Daci Temple, Xiaopeng Automobile, the staff is broadcasting online. "Now I will show you the wireless charging of the mobile phone", "What is the difference between the sports version and the performance version?" The reporter entered the live broadcast room and saw that more than 300 netizens were "onlookers" online. The atmosphere in the live broadcast room was warm. The anchor interacts with netizens online, answered the questions that everyone cares about one by one, and brought everyone the "618" concession -users who book the car during the live broadcast, enjoy the "mysterious gift package". The anchor said in the live broadcast room that the two -hour live broadcast of the two hours had generated 3 orders that afternoon.

The store is one of the four flagship stores in Xiaopeng nationwide. Community marketing, live broadcast platform anchors selling cars, active on -site invitations to test drive, are some online marketing actions that Xiaopeng Automobile's online stores are trying to try outside the epidemic.

Introduce new players

New Tide Play Space National Day trial operation

Under the epidemic, the popularity of the business district of Chunxi Road is an indisputable fact. More importantly, how can the veteran business district rise again? In fact, Chunxi Road Business District is already being new.

Adjacent to Taikoo Li and IFS, at the original site of the North Section of Chunxi Road, the upgrade project of the new street alley, Beixin Street, and Jianfu Road -45 reconstruction of Chunxi Road North Section The project is in full swing. The project will build 4 streets and lanes in Yuxiang, Hua Lane, Fengxiang, and Yunhuan. Plant green -planting walls in Yuxiang, warm color light washing wall lights, and use warm colors to create a nostalgic neighborhood atmosphere; artistic street space, urban cement jungle, implanted in rain lanes, foggy, sunlight, golden living room ... each of each of them ... Elements are gathered around the streets and lanes, turning traditional business scenarios into a surreal world. A scene of integrating modern fashion, culture and art, ecological nature is about to be new.

At the time of the renovation of the stock carrier, the Chunxi Road Business District also continued to introduce high -end "new players" to inject new vitality into the business district. At the junction of a ring road and Jindong Road, a building that was blocked by the green screen was built up, and the workers were undergoing outer facade wipes and installation of glass. "This is a new digital consumption scenario." Du Qi, the person in charge of the project construction site, told reporters that it will create a tide of entertainment and leisure, supplemented by functional public spaces, and have functions such as leisure, shopping, catering, photography and punch cards. Playing space -the trend of crystal shape. According to Guo Song, the project operator -Danghitian Group project director, the project is divided into e -sports and entertainment areas, VR experience areas, bar areas, etc. A total of 64 high -level gaming planes in 16 groups. In particular, XR technology introduces virtual reality entertainment equipment into a new field of e -sports, which can experience a new form of e -sports.

Guo Song told reporters that in the theme guest room of the VR entertainment system into the hotel, it provides customers with a new VR entertainment experience for rest space. Planting a new rest and entertainment experience. At present, the e -sports and entertainment areas and VR experience areas have entered the decoration stage, and the investment promotion of restaurants and bars has been completed. The entire project will enter trial operation during National Day this year.

Strong new consumption

Create the top international business district

"The epidemic is a watershed, and it is also a tester. There are challenges and opportunities." Wu Jie, deputy director of the Management Committee of Chunxi Road Fashion Vitality District, said that how to create a high -quality business district that meets the current consumption psychology so that it can be deeply linked Cities, communities, and residents have become the key to the growth of Chunxi Road Business District.

Chunxi Road Fashion Vitality Zone belongs to the main carrier of the new consumer industry ecosystem, which will focus on the development of key industries such as modern business and tourism. Regarding future development, Wu Jie said, "We will give full play to the advantages of the regional business and trade industry. In accordance with the requirements of the Municipal Party Congress, the construction of the core area of ​​the international consumer center city in the development direction is closely linked to the space pattern. The hall ', the main enterprise of the new consumer chain is attracted to the new consumer chain, and strives to become the core carrying place of the new consumer industry ecosystem. Upgrade, make every effort to build the top international business district, build the core area of ​​fashion consumption, and realize the strong breakout of Jinjiang business. "

In terms of modern commerce and commerce, we will focus on the main enterprises and fashion brands of the modern business chain around the IFS, Taikoory and other modern business chains, and do a good job of the main enterprise services of the chain, and the main enterprises of the chain will prepare the industrial map to provide precise guidance for the industrial chain investment promotion. In terms of tourism, focusing on the direction of new consumption development, we will vigorously promote the integration of business travel and promote consumption growth of retail, catering, and accommodation.

Reporter's note

Opportunities for prepared companies

The dilemma of Chunxi Road Business District is actually the epitome of the entire industry. Under the epidemic, the liquidity of personnel has weakened, which has an impact on passenger flow and revenue, but it should also be seen that consumer demand has not disappeared, and it will find it itself.

Whether it is X11, Xiaopeng Automobile, or a new tide, it will be more than half in 2022. Some of these companies have just ended the promotional activities of "June 1" Children's Day and "Dragon Boat Festival", and some are "618". The mid -year promotion is too busy. For the future, they are still looking forward to it. "Consumption demand has always been there. As the epidemic is controlled, social scenarios and normal economic order recovery, we believe that consumers will still be interested in product quality and beauty products, depending on whether we can stand on the" wind mouth '. "

Opportunities are always for those who are prepared. Opportunities will only care for companies that are prepared. Only by conforming to the flexible and innovative of consumption, can they develop better.

Chengdu Daily Jinguan News Reporter Su Xinlin Editor He Qixie Editor Liu Yonghao

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