公园混搭烟火气 京城消费添活力

Core Insights - The article discusses the transformation of parks in Beijing into vibrant commercial spaces, integrating dining and leisure activities, driven by supportive government policies and innovative business models [6][11][15] Policy Support - The introduction of the 2022 "Beijing Park Service Project Operating Standards" encourages the inclusion of social capital in park services, allowing for diverse commercial activities such as dining and retail [6][7] - Government subsidies are available for new dining establishments in parks, covering up to 50% of renovation and equipment costs, with a maximum support of 500,000 yuan per store [7][8] Business Innovation - Parks are becoming experimental grounds for brand innovation, with various cafes and restaurants emerging, such as "Wujie Coffee" and "MOWU Bookstore," which combine nature with dining experiences [8][9][10] - The "Park + Dining" model is gaining traction, exemplified by McDonald's flagship store in Chaoyang Park, which enhances the dining experience by integrating it with the park environment [10][11] Consumer Experience - The "deep experience" model in park settings is reshaping consumer perceptions, where visitors seek not just products but also the ambiance and relaxation offered by nature [12][13] - Unique offerings, such as themed cafes and cultural experiences, are attracting consumers, with some establishments reporting significantly longer customer dwell times compared to traditional retail spaces [13][14] Cultural Integration - Traditional brands are revitalizing their image through innovative collaborations in park settings, merging heritage with modern dining trends, as seen with the "Yigongzi" tea house and "Tianfuhao" restaurant [14][15] - The integration of cultural elements into park dining experiences is enhancing the appeal of these spaces, making them attractive destinations for families and young consumers [14][15]