Taking The Opportunity Of Winter Olympics To Develop High Quality Business District In West Beijing

With the east wind of the 2022 Winter Olympic Games, Shijingshan is transforming into a new punch in Beijing. The old business district, Jinding Times Square Business District, which has undergone transformation and upgrading, is building a new Shougang six industrial meeting, which is located in the core area of Shougang Park, together with new projects such as joy city and Jin'an huanyuhui. Standing in the tuyere of consumption upgrading, Jingxi back garden is glowing with surging vitality.

　　 Old business district transformation aims at new era and new consumption

The modern lattice curtain wall, beautiful and warm intelligent atmosphere lamp, large LED screen with full sense of science and Technology... The gem shaped sunken square is full of people, with fountains and sculptures interspersed among them. This is the Jinding Times Square Business District in Shijingshan District, Beijing.

When the time indicator goes back to a few years ago, Wang Jinlong, the chairman of Beijing Shixing Group Co., Ltd., felt a headache. How to transform and upgrade the old business circle is one of the most difficult problems.

"Jinding Times Square business district built in 2009 has been unable to meet the needs of local people's quality consumption. After the completion of the project, it has been in operation for more than ten years. The equipment and facilities are aging, the facade is old, and the utilization rate of the square is not high. In terms of the overall spatial layout, the relevance of various theme formats is poor, the functions are not rich, and the brand is relatively backward." In an interview with the reporter, Wang Jinlong said that facing the increasingly mature e-commerce platform and the emerging new business models in recent years, it is difficult for the old business circle to operate. How to transform and upgrade is an urgent problem that the group needs to study and solve.

In the first half of 2020, the renovation and upgrading project of Jinding Times Square business district was listed in the pilot project of "one store, one policy" of municipal traditional shopping malls and the key task of Shijingshan District government. The upgraded Jinding Times Square business district will be unveiled during the National Day in 2021. Drawing on the model of Huaxi live · Wukesong, it will cooperate with the surrounding Shougang Basketball Center and Sam's club to create a business pattern integrating sports, leisure, catering and culture.

Wang Jinlong told reporters that after upgrading and transformation, Jinding Times Square Business District organically integrates the upgrading of hardware facilities with the consumption upgrading of the business district, making use of idle space, tapping the potential of inefficient space, focusing on the core space, especially on the basis of creating a T-shaped inner street, it has opened up the underground food street, T-shaped inner street and sunken square commercial dynamic line, which is very popular.

In order to meet the consumption concept and demand of the younger generation, Jinding Times Square also set up a 300 square meter large corner LED screen that can show the 3D effect of naked eyes, creating a new online red clock in point; Intelligent atmosphere lights are set on the facade of the tower on the top floor of the mall to create interesting, innovative and artistic lighting effects, improve the commercial atmosphere, optimize the spatial layout of the square and carry out landscape greening.

More than that, Li Jiliang, general manager of contemporary Dingcheng store, introduced that in order to fit in with people's quality consumption, Dingcheng store of contemporary mall not only completed the design of entering the store on the ground and underground double floors, but also introduced light luxury brands such as coach, Furla and biyinlefen. In addition to meeting the needs of traditional department stores, Dingcheng store in the contemporary mall has built a catering block with the theme of "Lane left, Lane right" on the ground floor to meet the needs of consumers' social and leisure space platform. "In the near future, we plan to cooperate with the contemporary mall to fully tap the space available in the square, and jointly create outdoor theme activities in the consumption season, covering catering, children's entertainment, fast fashion commodity exhibition and sales, interactive experience, etc., and plan to open during the May Day period for one to two seasons." Wang Jinlong said.

　　 Take the opportunity of Winter Olympics to develop high quality business district

Not far from Jinding Times Square, Shougang Industrial Park also has a completely changed place. During the 2022 Winter Olympic Games in Beijing, Shougang park has accumulated high popularity and attention. As an important part of Shougang Park, liugonghui, located at the core of the north area of Shougang Park, will be officially opened this year.

According to Guan Weihong, general manager of Shougang Industrial Park, liugonghui project includes 11 single family industries, 11 single family flagship businesses and a shopping mall. The commercial part combines indoor experience with outdoor activities, focusing on comprehensive consumption of "experience + exhibition hall + catering". At present, more than 70% of the total commercial investment has been completed, of which 80% has been completed in D mall shopping mall, forming a tenant portfolio with parent-child families, quality catering and high-tech new energy as the highlights.

"Shougang Park · liugonghui commerce is mainly to meet the needs of young people, high-quality families and high-end white-collar workers. Many of the investment promotion brands are first stores." According to Guan Weihong, there are 7 first stores in China, 2 in Beijing and 14 in West Beijing. "For example, the first science and technology experience hall in Beijing will be settled in liugonghui, and the first stores in mainland China such as the flagship store of chang'anji restaurant." She said.

In addition, D mall has signed contracts with KFC, pizza hut, Starbucks, seesaw coffee, the woods cafe, Xiaodiao pear soup, Jiangbian City, jiubenju restaurant and other brands. It is expected to open in the second quarter of this year. It is expected that by the end of June, the overall business and D mall shopping mall investment promotion rate will reach 90%. D mall is planned to open in the second quarter.

Guan Weihong introduced that Shougang Park · liugonghui also planned to launch a series of activities with two themes of "Shougang Park · liugonghui shining new energy" and "city awakening plan" in April. During the weekends and holidays in April, the outdoor space of liugonghui will carry out green environmental protection theme activities such as new energy auto show and lifestyle market, parent-child fun sports, park punch in interaction, cycling, picking up and running.

　　 Building a new consumption landmark in the west of Beijing

In fact, whether it is the transformation and upgrading of Jinding Times Square Business District, or new Shougang liugonghui, it is an epitome of Shijingshan District accelerating the cultivation and construction of international consumption center city.

Xing Qinhui, deputy director of the Bureau of Commerce of Shijingshan District, Beijing, said that Shijingshan District has made clear the commercial space layout of "one core, three circles and multiple points", enhance the leading level of the international consumption landmark of new Shougang, strengthen the coordination and linkage of the comprehensive experience business district of West Chang'an Street, the business district of Jingxi transportation hub, and the cultural, commercial and tourism integration business district in the western shallow mountainous areas, so as to shape the business and culture street at the model entrance A number of open theme block brands such as Gucheng South Road Pedestrian Street and langyuan park have improved the international consumption level.

"This year, Shijingshan also plans to promote the transformation and upgrading of traditional large-scale commercial complexes such as Wanda Plaza and xilongduo through innovative management mode, comprehensive traffic management and improvement of intelligent level, update indoor and outdoor hardware equipment and facilities, and adjust brand formats around first store and night economy." Xing Qinhui revealed the plan of Shijingshan in the business circle.

With the upgrading of the business district, Shijingshan will seize the opportunity of post Winter Olympics, strengthen the supply of high-end consumption and enhance the level of regional consumption. Xing Qinhui pointed out that in order to release the potential and toughness of the international consumption of the Winter Olympics, Shijingshan District will promote national sports fitness consumption, vigorously develop "Post Olympic" consumption, and transform Olympic resources into consumption flow.

Specifically, Shijingshan will cultivate the new Shougang Park into a global first consumption circle characterized by "sports + creativity", and create a new highland of international brand consumption. At the same time, Shijingshan will also cultivate the post Winter Olympic economy, first store economy and night economy, gather a number of first stores, concept stores and experience centers in the region, improve the layout of emerging formats such as high-end catering, fashion brands and healthy life, and strive to introduce more than 50 first stores of famous domestic and foreign brands in Beijing this year.

Through policy guidance, promote the development of business district. "We will speed up the introduction of the" measures to accelerate the high-quality economic development of the business sector in Shijingshan District ", increase the policy preference for the landing of well-known brands, the introduction of regional first stores and the first show activities, and give financial incentives." Xing Qinhui said.

(source: International Business Daily)