Shopping, also known as taking walks, taking turns, or pressing the road, now has a more exotic name: citywalk. In the eyes of enthusiasts, citywalk can "add coffee" and visit coffee shops throughout the city; You can "add food" and use taste buds to select exclusive private dish routes; It can be a different way to open hutongs at night; You can also take a pet and follow a book for a walk. In the first half of 2023, the relevant search volume on the Xiaohongshu platform increased by more than 30 times year-on-year, reaching its peak in July, presenting an interesting phenomenon: primary school students in research groups, college students in special forces tourism, adults in Citywalk, and the main force is "post-95" professional women. Where there are people, there is business. Recently, there have been people organizing citywalks on social media platforms, with fees ranging from over 30 yuan to up to 100 yuan per person. Many people's first reaction when they see this news is that they want to laugh. They also go shopping and change their English name, so they need to pay? In fact, the true theoretical foundation of citywalk is called "archaeology", which is opposite to archaeology and focuses on studying contemporary culture and society. There is an important branch of "Kaoxian Learning" called "Road Observation Learning". For example, in the same neighborhood, architects can discover architectural aesthetics such as Roman columns and French balconies in the plain and ordinary; Someone plays the role of a lifestyle expert and uses the "15 minute life circle" theory to study whether the community is convenient for food, clothing, housing, and transportation; Some people have discovered some forgotten historical imprints from the perspective of historians. Slow down and experience deeper - this is not only the attractive relaxation of Citywalk, but also the focus of opening up consumption ideas. No wonder cultural and tourism departments across the country are eyeing this activity: this summer, the Beijing Municipal Bureau of Culture and Tourism has launched 30 themed "Walking Beijing" routes and 15 "Rural Walk Maps" for summer vacation and summer vacation; The official account of Shandong Culture and Tourism "Hospitality Shandong" specifically tweets "Citywalk, say go!" to introduce the route; Shanghai also held the "Road Life Festival", which attracted over 200 performances, exhibitions, street light concerts, and food flash shows, attracting 400 brands and businesses to participate, and welcoming over 200000 citizens and tourists to the streets. Of course, most of the routes launched by the tourism department are free. The 'local deep tour' represented by Citywalk is essentially a cultural and tourism integration upgrade. It is closely related to consumer behavior, which can activate a region's catering and shopping, and is also an innovative channel for regional and commercial marketing. This approach may only be a small lever and may not become the main driving force for promoting consumption, but consumers should try to use it when they are interested in it. In the past two years, various regions have actively created "retro streets and alleys," "characteristic neighborhoods," and "night economy," many of which are not in core scenic areas, but these locations often cater to the taste of Citywalk. As long as you join the Citywalk route, even the smallest store has a chance to make a debut; As long as consumers can leave their homes and people flow, business can thrive. If it's just a friend meeting to go shopping, it's purely personal behavior; But if someone organizes and pays to participate, citywalk becomes a business behavior,
Edit：Hou Wenzhe Responsible editor：WeiZe
Source：economic daily
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