In order to help the construction of international consumption center cities, the commercial complexes in Binhai New Area actively build the social attribute of shopping centers and create new growth points of physical commerce through a series of emerging elements. On New Year’s Day holiday, on the premise of strictly implementing the epidemic prevention and control requirements, the festival atmosphere in the commercial complexes of Binhai New Area is strong, and the popularity of offline business districts is high. While meeting people’s personalized festival consumption needs, it also injects new vitality into the economic development of the new area.
ice and snow support “cold industry” into shopping malls and become a “hot” economy
With the Beijing Winter Olympics approaching, the ice and snow economy ignites New Year’s day consumption. Many commercial complexes in the new area actively expand new business formats and products related to ice and snow, so as to enrich citizens’ consumption choices.
In the Aegean Sea shopping park of Sino Singapore Tianjin eco city just opened before New Year’s day, “champion ice rink” has become a good place for citizens to experience the fun of ice and snow.
“It is said that the ‘champion ice rink’ coaches are composed of national champions, Asian champions, world champions and even Olympic champions. There are international facilities and equipment here, so let’s experience it and start the first skating in the new year in 2022.” Ms. Chen, who took her children skating at the “champion ice rink” during New Year’s day, said that it is not only shopping and consumption, but also participating in ice and snow sports, feeling the charm of the Winter Olympic Games and feeling very fresh.
According to Zhang Wei, general manager of Aegean Sea shopping park, the main feature of Aegean Sea is to create an experience space for consumers, and ice and snow project is one of them. “Champion ice rink” is also a well-known commercial ice rink chain brand in Tianjin for the first time, “first store” + “ice and snow” blessing, which meets the needs of regional consumption upgrading and provides more choices for citizens’ shopping.
Ice and snow sports have given birth to new consumption hotspots. Activities with the theme of ice and snow have attracted a lot of passengers for shopping malls and shopping centers in the new area.
Aoteles, located in the marine science and Technology Park of the high tech Zone, held an ice and snow carnival with the theme of “ice and snow happy season”. A series of amusement projects such as snow motorcycles and ski circles not only “enlighten” children on winter sports, but also provide a good place for “big friends”.
According to the relevant person in charge, on the premise of doing a good job in epidemic prevention and control, youa outlets strictly implements the inspection of health code and scanning site code. During the three-day New Year’s Day holiday, youa outlets attracted 40000 passengers and sold 6 million yuan in total. “Many consumers come to the ice and snow carnival.” Introduction of the person in charge.
integrating culture, tourism and business to build a new social attribute of shopping malls
According to statistics, in 2021, the six “Shangxin” shopping centers in the new area opened in Tianjin Binhai Wuyue Plaza, Jinyu Jiapin mall and Aegean Sea shopping park in December alone. During the first holiday in 2022, many citizens went out to the shopping mall to feel the new atmosphere.
“During the three-day holiday on New Year’s day, we spent two days in this newly opened bookstore.” In the hehe bookstore in Aegean Sea shopping park, Ms. Yang, who is reading, said that the bookstore feels refreshing. The key is that the environmental design is very creative. It is especially suitable for three or five confidants to taste the reading time together. In the future, it will become their new social “stronghold”.
The cultural creativity in shopping malls has brought new consumption experiences to young groups. Shops and scenes that can meet the social needs of citizens have also become a magic weapon for shopping malls to “circle fans” and attract passengers.
Jinyu Jiapin mall, which just opened in mid December 2021, launched the activity of “cute pet friendly paradise” during New Year’s day this year. Cute pet animals such as peacocks, alpacas and lambs attracted many children to watch.
According to the staff, Jinyu Jiapin mall uses more than 100 kinds of flowers and plants combined with animal elements to immerse consumers in the natural environment through shopping scene innovation. “Children can understand the habits of small animals and plants, and explore the fun of getting along with nature in the emotional dialogue with animals and plants.” The relevant person in charge of the mall said that bringing emotional dialogue into the commercial space and giving the mall new attributes can enable citizens to obtain a consumer experience full of texture.
It is understood that in order to meet the needs of consumers, many businesses draw inspiration from Chinese traditional culture and launch a series of new products in line with the atmosphere of new year’s day and Spring Festival, which are welcomed by the public.
In jinyuanbao Oriental Plaza, located in Jiefang Road Pedestrian Street, during the new year’s day, the shopping mall launched the promotion activity of “Li Xiang new year’s opening ‘new’ go”, which effectively promoted the market sales during the festival. In Tianjin Binhai Wuyue Plaza, the shopping malls set up activities covering catering and food, digital appliances, gold and jewelry, such as 99 yuan full consumption grand prize Carnival and million luxury gifts, which also drive the passenger flow of the shopping malls. “During the new year’s day, the sales of Tianjin Binhai Wuyue Plaza exceeded 10 million.” The person in charge of the mall said.
In the next step, the new area will further improve the supporting functions of Bincheng business, create the first batch of projects such as the pilot of one quarter hour convenient life business district in cities in China and the construction of sea friendly consumption theme business district, so as to promote a more reasonable business layout, a more mature consumption environment and a more diversified brand business format, so as to continue to contribute to building Bincheng into an international consumption center city.
(Northern Network)
