Guangzhou enjoys the reputation of “Millennium commercial capital”. It is an important central city, international trade center and comprehensive transportation hub in China. As Guangzhou enters the list of the first batch of international consumption center cities, it is planning a “5 + 2 + 4” international well-known business district system. Among them, Guangfu vitality district (Beijing Road Haizhu Plaza) is one of the key points for Guangzhou to build a Lingnan Characteristic business district with world influence.
At the end of 2018, 11 pedestrian streets, including Beijing Road in Guangzhou, were identified by the Ministry of Commerce as the first batch of pilot projects for the transformation and upgrading of pedestrian streets in China. According to the principle of “one building, one policy, repair the old as the old”, the 376 arcade buildings in the pedestrian street have restored the historical style of “Lingnan characteristics and the style of the Republic of China” and become a “Lingnan architectural museum”.
Recently, Nandu reporter found that, taking advantage of the transformation of Beijing Road, the main businesses in this business district have also made frequent actions and upgraded their brands or venues.
leading department stores revitalize the brand and help the international consumption center
In November this year, Beijing Road and Zhengjia square in Guangzhou were selected into the list of the first batch of national night cultural and tourism consumption clusters announced by the Ministry of culture and tourism. Now, on Beijing Road, the country’s first 5g pedestrian street, intelligent applications such as unmanned retail cars, security patrol cars, sweeping Siasun Robot&Automation Co.Ltd(300024) , 3D fitting and smart lamp posts can be seen everywhere.
After the founding of new China, Beijing road has always been a pioneer in the reform of China’s commercial field – not only Daxin company, which is “one of the four earliest department stores in Guangdong”, Changxing street, the birthplace of small department stores in modern China, but also GAODI Street industrial products market, which is “China’s first small commodity professional Street” “China’s first light night market” Xihu road light night market and “Guangdong retail enterprise’s first listed share” guangbai department store.
Just last September, Guangzhou Grandbuy Co.Ltd(002187) flagship store guangbai department store Beijing Road store completed the comprehensive optimization and upgrading of the first floor cosmetics and skin care products area, and 32 brands appeared with new images. The effect of the store’s new upgrade is also directly reflected in the sales data. According to the relevant person in charge, at present, only the annual sales scale of cosmetics in guangbai department store’s Beijing Road store has reached 500 million yuan. In addition to the expansion of sales scale, with the smooth implementation of regional optimization and upgrading, guangbai department store Beijing Road store has successfully won the favor of a large number of new generation customers. The overall passenger flow of the mall shows a younger trend, which is highly consistent with the stock passenger flow of Beijing Road Pedestrian street.
Based on the successful exploration of brand structure transformation last year, recently, Guangzhou Grandbuy Co.Ltd(002187) upgraded the Beijing Road flagship store again in phase II. It is understood that through the optimization and upgrading of the first phase of cosmetics area and the new wing sightseeing ladder, the internal sense of space of guangbai Beijing Road store has been greatly improved. In the new round of optimization and upgrading, a total of 31 brands are presented with a new decoration image, and the adjustment proportion is as high as 80%.
Beijing Road store of guangbai department store is also making efforts to build the first store economy and strive to build a high-quality women’s clothing demonstration area in Guangzhou. It is understood that in the new round of adjustment, dozens of new brands have been introduced from the first floor to the sixth floor of guangbai department store’s Beijing Road store, of which the proportion of new brands in the women’s clothing store on the third floor is as high as 40%. It is worth mentioning that among these new brands, many brands join with the identity of “first store”: three brands are the first store in South China and five brands are the first store in Guangzhou.
upgrade and expand the largest shopping center in Beijing Road business district to promote night economic development
At the initiative and promotion of Guangzhou Municipal Bureau of Commerce, the 2021 Guangzhou night consumption festival of “winter Shenghui in young city” co organized by Guangzhou night consumption alliance was launched at the end of November. On behalf of Beijing Road Tianhe City, Yuexiu District, members of the night alliance of Beijing Road business district were awarded the honorary certificate.
It is reported that in order to help upgrade the night consumption of Beijing Road Pedestrian Street, the mall not only launched a series of activities of the fourth anniversary celebration Carnival month of “Young’s brilliance” during New Year’s day, created the first color theme art exhibition of Beijing Road Pedestrian Street for Guangzhou citizens and tourists, but also launched a large-scale promotion activity of “love shopping festival”, with a subsidy of nearly 400000 yuan to promote consumption.
The largest shopping center in this business district has also been expanded. According to Zheng Jinying, director of Beijing Road Tianhe City Investment Promotion Center, the commercial body in Block B of Beijing Road Tianhe City will appear soon. The project is developed and constructed by Yuehai land under Yuehai holdings and operated by Yuehai Tianhe City. It is separated from the current Tianhe City on Beijing Road (zone a). It will be an important hub commercial complex project for the South expansion of Beijing Road Pedestrian Street and phase II reconstruction and upgrading project.
Area B of Tianhe City, Beijing Road, with a total construction area of 40000 m2, is positioned as “the ideal world for fashion and trendy groups in the heart of the city”. With the three bright themes of youth and vitality, literary petty bourgeoisie and night economy, the project introduces a variety of cross-border business forms and a bridge connecting local cultural commerce and modern cultural commerce. Among them, the largest sky garden on Beijing Road with an area of about 10000 M2 will be built on the 4TH-5TH floors of the mall. In the form of single block, it will be designed with bright spots to create a new garden style catering gathering place on Beijing road.
In the future, area B of Tianhe City on Beijing road will be connected with area a in series, and will appear in the south of Beijing Road with a huge volume of more than 150000 m2, creating the largest commercial body in Beijing Road business district and even the urban coordinate commercial project in Yuexiu District.
a century old store iterates to create a new “social +” shopping experience
The new Daxin department store on North Road began in Daxin company in 1916 and is now a century old store. In the second half of this year, in order to fit the positioning of “global vitality, Millennium City pulse and Guangfu business street” of Beijing Road Pedestrian Street, the store also carried out iterative upgrading of the brand.
Beijing Road Guangzhou time-honored brand Xindaxin has been renovated, integrating the elements of Tang, song, yuan, Ming and Qing Dynasties in architectural design, and each floor has its own characteristics. Being here is like going back through various dynasties, making people fully feel the immersive consumption experience and creating many distinctive punch in souvenirs for consumers.
In the national style, each floor is called one by one, injecting history and culture, retail business, catering and entertainment and tourism experience one by one, bringing a new “social +” shopping experience: when you come to the first floor, you see Huawei authorized experience store plus, which is beautifully decorated and can be said to be a standard experience store in Guangzhou, providing consumers with a lot of product on-site experience; The high-end Hanfu brand Yunzhao Hantang, located on the third floor, integrates cultural promotion, calligraphy and painting, antiques and handicrafts collection and management. The Hanfu style in the store is diverse. With the arrangement of handicrafts and atmosphere, people can feel the beauty of the prosperous clothes of the Han and Tang Dynasties. After they feel the beauty of the colorful clothes of the Han and Tang Dynasties, they can also experience many styles of Hanfu opera clothes in the interesting ancient and elegant national style photography building on the fourth floor, Guided by professional photographers, the action package refines the pictures and feels different Chinese cultural experience.
The combination of ancient and modern is the biggest feature of Xindaxin – come to the Perrys dining bar on the 9th floor, where young petty bourgeoisie white-collar workers can experience the national fashion attitude brought by the combination of leisure urban dining bar and Xindaxin.
(Southern Metropolis Daily)
