莱西凭一盘“棋”出圈，小城逆袭的密码是什么？

Core Insights - The article highlights the vibrant consumer market in Laixi City in 2025, showcasing various events and initiatives that have driven economic growth and enhanced consumer engagement [1][20]. Group 1: Economic Growth and Consumer Engagement - Laixi City has experienced a 2.9% year-on-year growth in total retail sales of consumer goods in the first half of 2025, with the catering industry seeing an impressive growth rate exceeding 20% [3][20]. - Major events such as the 11th Laixi Sugar Ball Festival attracted 100,000 visitors and generated 400,000 yuan in revenue, while the "Lai Hi Beer" festival drew 400,000 attendees and achieved 3.5 million yuan in revenue, demonstrating the power of festival economies [4][6]. - The first China-foreign Import and Export Commodity Exhibition attracted 100,000 visitors and generated 1.5 million yuan in sales, showcasing the convenience of local access to global products [4][6]. Group 2: Policy Initiatives and Consumer Incentives - Laixi City implemented a combination of policies including consumption vouchers and trade-in programs, resulting in significant consumer engagement and sales growth [7][9]. - The distribution of consumption vouchers led to 74,000 transactions, generating over 20 million yuan in sales, while the "Weekend Shopping" initiative increased consumption by 35% [9][10]. - The trade-in program resulted in the sale of 13,000 home appliances and 20,000 mobile phones, generating over 115 million yuan in sales, with air conditioning sales increasing by 40% [10][18]. Group 3: Innovative Consumption Experiences - Laixi City has redefined traditional events, such as the winter mountain fair, which attracted 450,000 visitors and generated 5 million yuan in sales, with a significant portion coming from tourists [10][12]. - New retail experiences, including the introduction of high-quality products in local supermarkets and innovative events combining food and entertainment, have enhanced consumer engagement [12][14]. - The rise of live-streaming sales has also contributed to consumer interest, with one event generating over 500 orders and 30,000 likes [12][14]. Group 4: Integration of Sports and Culture - Laixi City has successfully integrated sports events with consumer activities, with 13 national and 10 provincial events boosting local consumption by an average of 500,000 yuan per event [14][15]. - The "Weekend in Laixi" brand has been active year-round, with various cultural and sports events attracting significant visitor numbers and generating substantial revenue [15][20]. Group 5: Future Development Strategies - Laixi City plans to enhance the integration of promotional activities and improve the diversity of its commercial offerings to address existing challenges [16][18]. - Future initiatives include hosting 50 promotional events, targeting the Z generation with new retail experiences, and strengthening online sales capabilities through partnerships with e-commerce platforms [18][20]. - The city aims to cultivate local brands and improve service quality to enhance the overall consumer experience [18][20].