Old warehouse bred new consumer brands

The net red zebra crossing in Langyuan Station. Langyuan Figure Conference

The cafe in the red brick warehouse has a strong industrial atmosphere.

The net red bloggers in Beijing have gone to the Langyuan Station to call the card. This was once an old warehouse that was unattended. It lives in the northeast five -ring, does not connect with the subway, and there is no residential area around -it seems that there is no potential to have Internet celebrity.

But it is indeed hot! While building, Langyuan Station gave birth to hundreds of online red shops in two years, becoming the first batch of new consumer brand incubation bases in this city.

Respect history and retain industrial style

When I came to Langyuan Station, I traveled to more than half a century ago.

In front of it is the gate of the Beijing Textile Warehouse of the State -owned Factory. In the narrow sentry box, it even retains a hand -cranked telephone. Walking in, more than 30 low red brick warehouses were arranged comfortably, and the long rails walked through. There are cafes, restaurants, and flower shops hidden in the warehouse, and tourists are always weaving on weekends.

This land has been idle for many years. There was a draw after the big malls who came to investigate, but no one was willing to invest. The reason is not difficult to understand: it is close to the fifth ring road, no subway, no bus, and no large residential areas within 2 kilometers. How much business develops in business?

The first Langyuan fancy the unique industrial style here, and the position of the North Xiaohe and Liangma River. I hope that with the support of Chaoyang District, it will become the third largest in the district after CBD and Sanlitun. Business District -Waterfront Commercial District.

"Industrial symbols carry urban memory. We are deeply awesome." Shao Ningning, the brand director of Langyuan Station, said that 30 warehouses and 2.23 kilometers of railway lines were retained. Essence In addition, the supporting facilities such as watchtower, Ganglou, and lightning rods have also been retained. Taking "new and old symbiosis" as the most important transformation principle, the old brick walls are newly embedded in metal, glass and other materials according to local conditions, and retro and modern are harmonious.

Remote the plot, it is necessary to rely on various activities to bring popularity. In 2019, Langyuan Station is still a construction site, and it has set up the “Belt and Road” International Food Culture Festival. It has nearly 20,000 people in three days. Since then, it has maintained more than 300 cultural activities each year, including the China -Europe City Update Forum, the city's forest art photography season, the international first -tier brand show, and high -end business release.

Treasure shop seize young people

On social platforms, many strange and lovely shops come from Langyuan Station. Like the hamburger in the gas station, the castle -like pink buyer shop, the Moroccan -style coffee shop, etc., young people like to take pictures and punch in here, and they are super tunnel with one shot.

Treasure stores are tied, thanks to Langyuan's investment concept.

"The same brand, consumers are definitely willing to visit at the door of the house. This is forcing us to take a different approach to attract small and beautiful brands or characteristic stores of chain brands to settle in, let everyone consume with strong purposes." Shao Ningning said , Hundreds of shops have signed contracts, and more than 50 are opened. Most of them are post -90s and post -00s. They not only understand products and have their own personality. Many people can also run their own communities and have a group of fans.

First of all, the designer group was settled. This is a small -volume building group that integrates nearly 20 designer studios, including architecture, furniture, living aesthetics, and non -heritage. Soon, in the domestic designer circle, there was a place here.

Langyuan also spent a lot of energy to screen, incubate, and cultivate new consumer brands. For example, the park took out thousands of square meters of space and built the first Asian store with a parent -child park. The longest pipeline slide in the city became an Internet celebrity. The newly opened immersive camping shop earlier this year has caught up with the exquisite camping air, and has been on fire until now.

"When I came to inspect for the first time, I was still a security pavilion." Sitting in the Media Cafei Cafe in Xing color, Chen Zelin, 22, told reporters that last spring, Lang Yuan's care for the new brand made him determined to stay. The park helps to recommend decoration designers, and has made a lot of brand propaganda, so the store has a lot of reputation. Today, this young man is planning to open a second branch in East and West City.

Shaping public space for the industry

It is not deserted here on the weekend -in addition to business, there is an industrial space of the same volume in the park.

Red brick warehouses are very high, suitable for building studios, pairing sheds, and film and television laboratories. Before opening the garden, Langyuan Station launched a targeted investment. Many film and television leaders settled in, and also attracted many advertising companies, MCN fashion design companies, etc., to jointly build the film and television entertainment industry ecosystem.

At the end of May, the first domestic TV drama production high -tech laboratory Langyuan Station. At present, the Seven Tree Creative Park next door has become a landmark for film and television production in the country, and the production of film and television drama production accounts for nearly 60%of the country.

Industry and commerce borrowed each other to complement each other. The reporter noticed that there were more than ten cafes in the park, and many bookstores, flower shops, home shops, and yoga museums were also equipped with coffee, becoming a public space that can chat and sit idle. Employees of film and television companies often need creativity. Come and stroll around and drink coffee. Maybe they can have new inspiration.

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