The rise of the young customer base digital empowering the pedestrian street to change the "tide" street

The rise of the young customers' rising digital empowering the pedestrian street changes to the "tide" street — many levels visiting the streets

Pedestrian Street is an important part of a urban residents' life and retail consumption. It carries multiple functions such as shopping, catering, leisure, and regional cultural display. In recent years, in accordance with the needs of consumption upgrades, the streets have actively innovated the streets to drive the consumption popularity to rise, showing a new trend of consumption upgrade. The reporter visited the front line and found that many old districts have played "new tricks". Scenes, intelligence, and immersive experiences have become new labels for many pedestrian streets. It is imperative to upgrade the quality of pedestrian streets to create distinctive features.

The old district quietly becomes a new hot spot for consumption

In the evening, Huaihe Road, Luyang District, Hefei City ushered in crowds. The reporter saw that many people were carrying various shopping bags in their hands. A group of young people were lining up at the door of a milk tea shop, and three or five friends were sitting on the roadside bench and chatting. The sculpture named "Lu Xiaofe" in the pedestrian street has attracted many young people to take pictures. "Two fat fats are in Hefei." Hefei citizen Wang Cheng said in interest.

According to Zheng Xiao, a citizen of Hefei, the format after the transformation and upgrading is constantly being rich, and the pedestrian street has become a "tide" street.

In July 2020, Huaihe Road Pedestrian Street was selected as a pilot list of the National Pedestrian Street Transformation and Promotion. It is the only block selected for this list in Anhui. Zhang Hui, deputy general manager of Hefei Luyang Cultural Tourism Development Group Co., Ltd., said that in the past, the business format of pedestrian streets was mainly retail and catering, and clothing retail accounted for the largest proportion. At present, the neighborhood is promoting the upgrading of traditional business and actively introducing experiential and interactive consumer formats; promoting professional theme transformation of professional stores and specialty stores, and encouraging the innovative business models such as tourism cultural and creative stores in districts.

In 2021, Huaihe Road Pedestrian Street exceeded 81.03 million passengers throughout the year, an increase of 57.9%year -on -year, and its turnover was 11.45 billion yuan, an increase of 17%year -on -year, becoming the first tens of billions of districts in Anhui Province.

The reporter visited many places across the country and found that, like Huaihe Road Pedestrian Street, a group of pedestrian streets have been upgraded through transformation in recent years to become a window for showing urban culture and creating a new consumer model.

Recently, in Hongqi Street, Changchun City, summer marketing activities are very lively. "There are mountains", Wanda Plaza and other places, many tourists enter the mall in an orderly manner after scanning, temperature measurement, and masks.

In 2020, Changchun invested more than 80 million yuan to renovate the Red Flag Pedestrian Street. As the new Internet celebrity punch place in Hongqi Pedestrian Street, the indoor landscape town "This mountain" has created a consumer format complex distributed with the "hillside" and "cave". Drama, small classrooms, etc., promote the integration of business travelers. In a woodcarving woodcut shop, the reporter noticed that the 30 -square -meter shop sold more than 300 yuan in 5 minutes. The trendy business form greatly enhanced people's desire to buy.

The beating notes make Harbin Central Street, which has a century -old history full of young vitality. Throughout the summer, the musicians on the Central Street, or the violin, or Blogs, or pull the piano, let the beautiful notes jump in all corners of the neighborhood. Visitors stopped watching, and many people raised their mobile phones to record this leisurely romantic time. In the evening, the trendy "balcony concert" here was moved to the "cloud". Netizens from all over the world experienced the "Bingcheng" style through the web.

Consumption habits for the rise of young customers have changed

The reporter visited and found that young people are becoming the main consumer army of pedestrian streets. Their consumption habits have also changed quietly, showing new features such as heavy experience, personality and offline punch, and online consumption.

Entering the "Twelve hours of Chang'an" in the immersive Tangfengshi Jingjing Life Experience District, the Shengtang weather rushed. Some young people wearing Hanfu shuttled in the architecture of imitation Tang City, watching performances, taking pictures, eating food, pairing poetry with NPC, and buying "national tide" products. "Chang'an Twelve hours" integrates the same -name TV drama IP and Tangfeng City Jing Culture. Through Chang'an City Fang Architecture, music and dance performing arts, plot performances and immersive games, it has made tourists passing through Chang'an City, which has attracted many young people. Visit experience.

"Today, young people are very culturally confident, are not satisfied with cultural expression of images, text, sounds, etc., and they are not satisfied with the consumption experience of shopping. The form of innovation and expression meets the younger generation of experience, participation, imagination, and empathy cultural consumption needs, "said Zou Linfeng, general manager of Xi'an Tang Shilian Cultural Tourism Development Co., Ltd.

"The previous consumers focused on 'shopping', and consumers of 'Internet generation' focus on 'sunbathing'. They like to spend Douyin, fast hands, circle of friends, etc." Harbin Central Red Group Co., Ltd. Minister Jin Geng said that social media has become an important platform for consumers to understand information. In the past, merchants from "waiting" for guests began to create some "Internet celebrities" punching place, focusing on Internet marketing and live broadcasts. According to the relevant person in charge of the Harbin Central Street Management Committee, most shops on Central Street have upgraded from traditional retail models to new retail models linking online and offline linkage, and opened online live broadcast platforms such as Douyin and Kuaishou to create "" "Net Red+Business District", open up the new operation model of "offline snooze, broadcast online".

Pedestrian streets still need to upgrade the quality and upgrade to further release consumption potential

Pedestrian street managers and merchants said that the development of pedestrian street sceneization, intelligence, and activity should be promoted to further improve the quality of pedestrian streets. Zhang Hao, a staff member of Datang, believes that high -quality pedestrian streets are in -depth integration of entertainment, catering, shopping, social, and cultural. Its advantage is that it is completely integrated into the life experience.

In promoting the development of pedestrian street scenes, cultural mining and display have become the key. Chen Ziyue, chief commander of Huaihe Road Pedestrian Street Reconstruction and Promotion Project, said that the focus of improvement is to make the historical culture of the block complement the modern fashion, and to develop space to develop through the streets and back alleys of the streets to enrich the consumer scenario. The reporter noticed that the mountain lanes that are well known to the locals on the street not only retain the original market charm after the transformation, but also add more trendy elements — using the cultural implantation of hand -painted comic walls. On the basis of retaining the original characteristics of street architecture, Beisoufang Lane uses full walls to create mosaic murals, showing the people's livelihood of Beiyoufang in the form of people's popularity.

With the in -depth daily life of digital technology and digital economy, pedestrian streets also need to accelerate the pace of digitalization and intelligent transformation. Industry insiders suggest that in addition to promoting new marketing models such as live broadcast and bringing goods, Internet operations, and "Yunyou Pedestrian Street", the construction of smart business districts should also be promoted to deepen 5G, big data, the Internet of Things and other technologies in terms of decision -making, management, marketing, service and other aspects Applications, achieve convenient and efficient consumption experience, and accurately optimize business services. According to Jin Geng, the Central Mall is building a big data analysis platform for the Central Mall, promoting the application of 5G, face recognition, smart shopping guide, and smart customer service.

According to the reporter's understanding, taking the pedestrian street as the starting point, the consumer activities are in progress, covering various fields. According to the relevant person in charge of the Anhui Provincial Department of Commerce, from June 2022 to December 2022, the whole province of Anhui Province launched the theme of "quality life · emblem consumption" and In order to promote consumer activities for the key sector, to carry out various forms of consumer activities to help consume the entire chain recovery.

(Reporter Cai Xinyi Wu Huizhen Yu Qihan Zhu Yue Ma Xiaocheng Gao Yizai)

(Cai Xinyi Wu Huiyi Yu Qihan Zhu Yue Ma Xiaocheng Gao Yan)

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