Heavy!Centennial Dehua [Dehua No. 100] Renewal of the theme district

□ Dahe Daily · Yu Video Reporter Deng Fei

One road records the history of Zhengzhou business, and the overall upgrade of the century -old Pedestrian street has injected new vitality into the business district's business. Faced with the changes in consumption trends, the emergence of the theme blocks, cultural rejuvenation is added. How to break through the century -old style shopping park, a reporter from the Dahe Newspaper interviewed Yang Tao, the person in charge of the century -old style shopping park, and talked about his cracking way.

Hundred years of moralization, cultural revival

When mentioning the well -known domestic pedestrian street, where will you think of? Is it Nanjing's Confucius Temple, Hangzhou's Lake Bin Pedestrian Street, or the Jiefangbei of Chongqing, the wide and narrow alley in Chengdu, and the Tang Dynasty in Xi'an? These 5 pedestrian streets are currently only five national demonstration pedestrian streets. Zhengzhou Dehua Pedestrian Street is the second batch of pilot pilots of the transformation of pedestrian streets.

Dehua Street, which has evolved more than a hundred years ago, recorded half of Zhengzhou business history. It is the central axis of the two -seven business district of the Central Plains Business Distribution Center. It carries the spiritual memory of Zhengzhou people. It is the historical epitome of Zhengzhou's nearly 100 years of development. Ranks.

With the second batch of national pedestrian street renovation and upgrading pilots in July 2020, Zhengzhou Dehua Street officially ushered in revival transformation. The main line is based on the regional cities of the Erqi Business District. Dehua Street has implemented a new round of transformation and upgrading around the aspects of environment, industry, culture, smart neighborhoods and brand characteristics. Build a modern and fashionable international commercial district.

According to the plan, on the one hand, Dehua Pedestrian Street will gradually move towards international commercial pedestrian streets, and its format positioning, morphological style, quality improvement, cultural characteristics, etc. will have new breakthroughs; on the other hand Transformation and upgrading, cultivate and develop new retail, experience economy, and night economy. Therefore, the area has done a good job in the use of "old buildings, old stories, and old brands", relying on the 27th Memorial Tower and the Erqi Memorial Hall to vigorously promote the spirit of the Erqi and create a spiritual home that inherits the red gene.

(Effect of Dehua No. 100 theme block)

At present, the Erqi District of Zhengzhou City is focusing on making Dehua Pedestrian Street as a unique historical and cultural district. Whether it is Zhengzhou natives or foreign tourists, you can feel the rich Henan history and culture, Erqi Red Culture Essence

The trend of the first stop of Dehua

Urgently need to break through

As one of the representatives of the Erqi Business District, "Centennial Moralization Character Shopping Park" opened in 2006, it was the first concept of experiencing "shopping park" to the Central Plains. Through the mature operation of 16 years, it is committed to improving customer experience , And continuously carry out scene manufacturing and IP import, loved by a large number of young customers.

The project is close to the cultural landmark Twenty -7 Memorial Tower. It is a centennial street in the country. It has been planned to be one of the "five historical and cultural areas" in Zhengzhou. At the same time, it is close to the exit of Line 1 and 3 of the Metro, and there are dozens of bus lines to meet here. It is the most concentrated area of ​​Zhengzhou Transportation Network. The project is adjacent to the Zhengzhou Railway Station of the railway hub. , Make the century -old moral style shopping park live on the urban artery, occupying a bustling high point.

(Effect of Dehua No. 100 theme block)

Green capital has always worked hard to create a beautiful life experience space for the city. Since its opening in 2006, the century -old moral style shopping park has followed the changes in the market and continuously adjusted and optimized. The theme block of Dehua No. 100 is the beginning of a new change.

In the past, Dehua Street relied on the unique district -level passenger flow advantages of the unique regional passenger flow of resources such as transportation hubs, clothing and small commodity wholesale distribution center, and landmark buildings such as Erqi City, which made the people in Dehua Street and the lively and lively. And the surrounding merchants benefit from this, the bustling scene that can make money and lying on it has continued for many years.

Later, with the movement of the wholesale market and the rise of the high -speed rail, coupled with the construction of the underground pipe gallery of the Erqi Plaza, the passenger flow of Dehua Pedestrian Street was sharp, the brand's operating performance was damaged, the passenger flow, the loading rate and the retirement rate increased the increase rate increased Essence Under the sharp decrease in passenger, the business of surrounding merchants is becoming increasingly depressed. This area is mainly based on young customer bases, emphasizing the experience of experience, face value and correctness and cultural identity. Development and project operations. The existing renovation of "qualitative" strong and "wisdom" is imminent.

Create Zhengzhou characteristic landmarks

New Social Territory of Young People

How to break through the century -old style shopping park, a reporter from the Dahe Newspaper interviewed Yang Tao, the person in charge of the century -old style shopping park, and talked about his cracking way.

Yang Tao analyzed that from the perspective of consumption trends, the current lifestyle is influenced by Internet technology and media, which also determines that the consumption needs and methods of young people are now under great changes. Diverse consumer demand. In the past, the monotonous consumption scenarios are gradually being subverted. Today's business is constantly improving the experience with social, art, and culture. At present, the project is mainly consumer group of young Z generations from 14 to 35 years old. They pay attention to both quality and face value. They favor classic trendy cultural elements and two -dimensional culture. Unique experience.

(Effect of Dehua No. 100 theme block)

Therefore, the theme district of trendy, Fan'er and the theme of the scene carried consumption, punch card, and experience multiple functions. Faced with these changes, the park will build a special landmark of culture, life, catering, fashion, and new social territory of young people. (Effect of Dehua No. 100 theme block)

Dehua No. 100 theme block is the result of optimizing and upgrading in this context. It is understood that the theme district of Dehua No. 100 is located on the negative floor of the entire project with a volume of 12,500 square meters. It is the most important part of the century -old Dehua style shopping park and is about to open.

Reshape the commercial center in memory

Wake up with culture with culture

"First of all, dig deep into the cultural core of the neighborhood to inherit the spirit of the city. The advanced cultural symbols of the Erqi Red Advanced Culture and the Zhengzhou Dehua's business cultural symbols that have ethics and the world" are reflected through some scenes or elements. "Centennial German. Yang Tao, the person in charge of Huafeng Shopping Park, conceived that not only can you consider the business nostalgic retro style from Asia to Erqi Plaza and Dehua Pedestrian Street. Based on the characteristics of Zhengzhou's transportation city, you can also consider making articles with the theme of train.

How did they change and adjust the current consumption characteristics of the target group? Yang Tao said that from the perspective of the surrounding development of the project, the brand of Dehua Business District (south of the second and seven tower) is repeated, and most of them are personal business brands. big. The overall tone of retail in its own park is relatively low, and there are fewer online celebrities/first store brands. The supporting categories are still small, the proportion is small, the experience of the formats is not rich enough, the original catering homogeneity has no characteristics, and the market competitiveness is weak.

(Effect of Dehua No. 100 theme block)

So pay attention to the social needs of young consumers. In terms of catering, the proportion of the duplicate catering industry is gradually reduced, and under the premise of grasping richness, maturity, and freshness, the introduction of emerging catering formats, theme catering, music fusion meals, online celebrity coffee desserts and other young people social catering , Reduce the introduction of traditional catering and fast food. In terms of leisure and entertainment, this type of format in its own park accounts for relatively small formats, increasing the introduction of leisure and entertainment formats. Such as new formats such as small tavern, dense room escape, script killing, livehouse, late -night cafeteria, late -night bookstore, etc., under the concept of free diversified social third space, they are being loved by young people.

(Effect of Dehua No. 100 theme block)

Costing the social channels and business models of the new era, in terms of operation, the construction of private domain flow is investment and cultivation to allow business projects to transform from traffic harvest to user operations. Strengthen social operations to increase fan stickiness, cultivate loyal users and future potential customers, and allow the community to play higher effectiveness. In terms of retail, it has gradually reduced individual operating households, and the introduction of design brand collection stores, young lifestyle brands, outdoor lifestyle shops, cultural and creative retail experience stores and other formats, creating new trendy cultural landmarks.

Two major districts are about to appear

Multi -type trendy format gathering

The century -old style shopping park focuses on the historical changes of the century -old Dehua Street, which will become a new business position for the moral style culture and the national tide leisure experience. Dahe Daily reporter found in recent visits that the two major districts of the project are about to be opened. It not only restores the "old virtue style" scene district in memory. The elements bring a new experience of the fireworks of the market for consumers, and at the same time, they also focus on creating a full real -world national tide theme district. They use "cool tide play" to attract the attention of young people and create a new consumer experience business space for young people. Gather the highlights of multi -type trendy format, introduce well -known trendy brand shops, create a trendy space of exclusive consumer groups, and fully meet the multi -faceted experience of young customers.

(Effect of Dehua No. 100 theme block)

"We combine the factors such as culture, the elements of the Internet, and the night economy to enhance the image of the project and the store. Through the placement and creation of natural green plants, feelings, casual seats, and street scenes, an ecological and elegant natural aesthetic atmosphere is constructed . Store store recruitment design, street logos, walls outside the wall, Internet celebrity stairs, and guidance cards will be the key to the project image improvement. "Yang Tao, head of the century -old style shopping park, said," Through the improvement and transformation of all aspects, use Diverse online activities and offline community activities, build a bridge between commercial space, brand and consumers, rely on the community to create a brand circle, strengthen consumer sense of identity and belonging, bring diverse young young youths Strive for lifestyle and consumption experience, create a gathering place for Zhengzhou urban -level youth -social '. "

With the upgrading and opening up of the Two Seven Plaza, passenger flow is more convenient. The century -old moral style shopping park focused on moral style culture and national tide leisure experience will usher in a new development momentum.

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