The rise of "cultural, business, and tourism" consumption clusters in ancient cities
2024-10-28
The success of the first launch economy lies not only in providing consumers with new consumption experiences and shopping choices, but also in its ability to stimulate the vitality and innovation of the business district. As the only national central city in the northwest region, Xi'an has clearly identified the creation of an international consumption center city as an important task, constantly exploring new consumption scenarios, new carriers, and new formats to activate consumption potential. The first-time economy is becoming a new driving force for promoting urban economic development. Gathering advantageous resources and opening the first store of a brand is an important part of the first launch economy. The Xiaozhai commercial district located in Yanta District is one of the hottest commercial districts in Xi'an, known as the "trendy landmark" of Xi'an. The Xiaozhai commercial district not only serves shopping, but also has functions such as leisure, entertainment, tourism, and dining. Xiaozhai Force Field is one of the commercial complexes where young people gather in Xi'an, and you can see many consumers coming to check in at three or four o'clock in the afternoon. Entering the first store of clothing brand BASEMENT FG located in the Force Field in Xi'an, vintage checkered shirts are hung at the storefront for display, while the beverage bar and fabric sofas create a casual atmosphere for customers. The versatile clothing styles, wall full of metal accessories, and a dopamine colored hat that covers the entire wall are perfect for use as a photo background. The store focuses on controlling design details, such as lighting, music, decorative material texture, and clothing display, striving to provide customers with a relaxed and immersive shopping experience through simple, warm, and retro interior design, as well as an integrated layout of product display and storage BASEMENT FG brand executive director Zhang Guixun introduced that they have optimized the staircase from the store entrance to the basement level, added elevator design, and adjusted the decoration and lighting of the basement, reducing lighting intensity and color temperature values, and replacing white decorative panels with wood color. The comfortable shopping experience has been recognized by customers. Since the opening of the Xi'an store, the daily customer flow has been about 6000 people, and during holidays it can reach about 10000 people. "Zhang Guixun said that choosing to open a store in Xiaozhai commercial district is because it is a consumer gathering area in Xi'an and even the northwest region, as well as a national key demonstration commercial district with high daily customer flow, especially attracting young people, which is very consistent with the brand's target customer positioning. Young consumers pursue fresh shopping experiences and are enthusiastic about exploring fashion trends and personalized brands. The force field of the first store cluster meets consumer needs with trendy culture and differentiated brand structure, attracting a large number of customers and providing new impetus for the prosperity and development of the business district Assistant to the General Manager's Office of the shopping mall, Wang Xin, introduced that the Force Field has introduced 41 first stores, including various formats such as catering, retail, and experiential stores. The opening effect of these first stores is very good. For example, on the day of opening, Domino's sold 320000 yuan, breaking the daily business record of Domino's global stores. After 18 days of opening, sales have exceeded the monthly record of global stores, bringing 30000 foot traffic to the mall, "said Wang Xin. The success of the first store economy lies not only in providing consumers with new shopping choices and experiences, but also in its ability to drive the vitality and innovation of the business district. There are 14 large-scale commercial complex projects within the Xiaozhai commercial district, with a total commercial area of over 4.3 million square meters. At present, the daily average foot traffic in the core area of Xiaozhai commercial district has reached 500000 to 700000 people. The three new concepts of new consumer experience, new business model, and new industrial format have taken root in Xiaozhai Xie Tianji, Secretary of the Party Working Committee of Xiaozhai Road Street in Yanta District, stated that in the future, the first store economy will continue to be regarded as an important way to drive commercial traffic and stimulate consumption potential, constantly exploring new consumption scenarios, new carriers, and new formats to unlock the code of urban consumption. As of now, Xiaozhai Road Sub district in the jurisdiction has attracted 66 first stores of various types through the "first store+commercial district" model in commercial complexes such as Xiaozhai Yintai City, SEG, MOMOPARK, and Force Field. In the third quarter, 29 new first stores were added, including 1 in the country, 20 in the northwest, and 8 in Xi'an. Experience the ancient capital of cultural tourism in Xi'an, a city with a long history that is attracting various brands to settle in with its unique charm. At the same time, relying on its profound cultural heritage and huge consumption flow, Xi'an has formed a "cultural tourism+first launch" integrated development mechanism of culture, commerce, sports, and science, creating personalized consumption scenarios and enhancing the city's competitiveness and brand competitiveness. On September 27th, the highly anticipated national first large-scale Qin culture themed performance "The Great Qin" premiered in Xi'an. As the curtain slowly rises, the 200 meter long stage seems to span 2000 years of history, with dreamlike palaces and battlefields filled with smoke and fire unfolding before the audience. The performance is based on the earliest surviving family letter in China, "Cloud Dream Sleeping Tiger Land Qin Tomb Black Husband Wooden Slips," and depicts the rise of the Great Qin Dynasty from the perspective of a small character. With the development of the plot, the scenes are constantly changing, from the archaeological site to the palace, from the craftsmen building the new capital to the picture of Terra Cotta Warriors guarding China like rocks and stars for generations. The exquisite emotional depiction and magnificent scene setting make the whole viewing process extremely immersive, immersive, modern, scientific and technological, and experiential. The theater of "The Great Qin" is the world's first continuous moving theater, equipped with the world's longest and fastest track style ultra large moving audience seats and the largest indoor aerial moving stage design in Asia, providing a unique viewing experience for the audience. There are over 600 computer lighting fixtures in the theater, over 1000 other controllable effect lighting fixtures, and a total of over 30000 stage design and decorative lighting fixtures. The fully concealed dynamic stage machinery and 45 meter flying stage design technology create the largest aerial mobile stage design device in Asia. Multiple technological means are integrated on stage, utilizing dynamic stage, projection, and dynamic lighting to turn performances into "wonders"; The application of holographic, water curtain, and video tracking systems creates motion sensing effects such as water, electricity, fog, and wind, which vividly reproduces the magnificent atmosphere of the Great Qin's unification of the world. This performance is not only a visual feast, but also brings the audience an experience of exploring and innovating culture. After watching the performance, audience member Zhang Jie said, "It's really amazing! This is the first time I've experienced this form of performance. The immersive audio-visual feast has allowed me to appreciate the depth of history and culture, and to deeply understand the magnificent unity of China." In recent years, Shaanxi Province has actively responded to the national cultural digitization strategy, taking the promotion of the digital economy as a breakthrough point and deepening the integration of culture and tourism development. By accelerating the digitalization process of the cultural and tourism industry, it has also promoted the iterative upgrading and chain development of the cultural and tourism industry, forming a modern cultural and tourism industry system. Currently, Xi'an is making every effort to promote the cultivation and creation of an international consumption center city. Through "new" promotion and "first" coverage, Xi'an is committed to creating a virtuous development path of "first release", "popular" and "boutique". The performance project of "The Great Qin" is one of the important measures taken by Shaanxi Cultural Investment Group under this strategic guidance to deeply explore cultural connotations, incubate original cultural brands, and promote the creative transformation and innovative development of excellent traditional Chinese culture. During the National Day holiday, 'The Great Qin' remained at the top of various rankings in the Xi'an cultural and tourism entertainment market, with no empty seats and a cumulative audience of over 40000. The project is expected to attract 1 million tourists annually, with an annual revenue of over 200 million yuan from cultural and commercial supporting facilities, and an increase in employment of over 2000 people. In recent years, Xi'an city has attached great importance to the development of the first store economy, providing comprehensive support and services for brand first stores through a series of policy measures and incentive measures, including settlement rewards, decoration subsidies, rental subsidies, publicity and promotion support, enhancing the city's commercial priority, and successfully attracting a large number of brand first stores to settle in, including global first stores, national first stores, and northwest first stores. These first stores not only provide consumers with a brand new shopping experience, but also enhance the commercial primacy and brand image of the city. The transformation of the initial economic "traffic" into sustained "retention" has enhanced the attractiveness and competitiveness of the city, promoting high-quality economic development. According to statistics, in 2023, there will be 349 new brand first stores opened in Xi'an, including 1 global first store, 15 national first stores, 95 northwest first stores, 7 Shaanxi first stores, and 231 Xi'an first stores. In the first half of 2024, Xi'an has accumulated 153 new brand first stores, 5 new national first stores, 56 new Northwest first stores, 4 new Shaanxi first stores, and 88 new Xi'an first stores. In terms of the proportion of business formats, it covers catering brands, retail brands, lifestyle service brands, children's parent-child brands, cultural and entertainment brands, etc. The Xi'an Huiju Center, which opened in April this year, saw over 230000 foot traffic on its first day, setting a new commercial record in Xi'an. There are numerous first stores gathered here, including 22 in the northwest and 20 in Xi'an. On the basis of vigorously developing the first store economy, Xi'an has also integrated nighttime consumption resources to give a "night sky" to the deep integration of "culture, commerce, and travel", promoting a new upgrade of the consumer market. By launching night tours represented by national level nighttime cultural and tourism consumption clusters such as Datang Night City Block and Yisu Society Cultural Block, night performances represented by Huaqing Palace Scenic Area's "Song of Everlasting Regret" and Xi'an City Wall Scenic Area's "Dream of Chang'an", as well as cultural and tourism products such as light night shows, night shopping, night banquets, and night runs, a diversified and distinctive development pattern of Xi'an's "play+entertainment+consumption" night economy has been formed, further enriching the city's economic activities and citizens' nightlife. At present, the first round economy has become a new driving force for Xi'an's economic growth, stimulating consumption heat and enterprise vitality, and enhancing the city's commercial vitality and innovation capabilities. (New Society)
Edit：He ChengXi Responsible editor：Tang WanQi
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