东门步行街“蝶变”再造消费活力高地

Core Perspective - The article highlights the transformation of Dongmen, a historic commercial area in Shenzhen, into a vibrant and modern shopping district while preserving its cultural heritage and local charm [1][4][10]. Group 1: Urban Renewal and Development - Dongmen is undergoing a meticulous renovation process characterized by a "repair as old, see new as new" philosophy, focusing on upgrading 22 key buildings and 8 distinctive streets without major disruptions [4][5]. - The total area of the renovation project is 12,300 square meters, which includes updates to underground utilities and surface landscapes [4]. - The project employs a collaborative model involving government leadership, state-owned enterprise investment, and market-driven operations to revitalize underutilized properties [4][5]. Group 2: New Commercial Complexes - The transformation includes the establishment of "New White Horse·Dimension No. 9," the first commercial complex in the Greater Bay Area centered on "anime, games, and virtual idols" [3][4]. - This new complex aims to activate surrounding businesses, enhancing the overall commercial ecosystem in Dongmen [4]. Group 3: Consumer Experience and Engagement - A 12-day carnival titled "National Style Dimension·Trendy Dongmen" will take place, featuring various activities that blend traditional culture with modern trends, aiming to create an immersive consumer experience [8]. - The district's new positioning as a "vibrant and fashionable pedestrian street" caters to the emotional and experiential needs of younger consumers [8][11]. Group 4: Brand and Retail Expansion - Dongmen has introduced 88 new brand stores this year, focusing on national trends and the anime sector, which has significantly increased its appeal to younger shoppers [9][10]. - Landmark stores such as the largest H&M flagship in South China have become popular destinations, enhancing the shopping experience [9]. Group 5: Technological Integration and Safety - The implementation of smart infrastructure, including multifunctional smart lamp posts and a comprehensive fire safety system, has modernized the area and improved safety [10]. - Foot traffic in the pedestrian street has reached 79.6 million this year, reflecting a 13.95% increase compared to the previous year, indicating a resurgence in commercial activity [10]. Group 6: Regional Collaboration and Internationalization - The collaboration between Dongmen and other regions, such as Hong Kong and Macau, has been formalized, enhancing cross-border commercial interactions [10]. - The introduction of a tax refund service for international tourists aims to elevate Dongmen's status as an international shopping hub [10]. Group 7: Future Development Plans - Dongmen plans to expand its consumer space and innovate governance mechanisms, exploring new models that integrate ecological and commercial elements [11]. - The district aims to maintain a balance between historical significance and modern commercial vitality, creating a unique cultural identity [11].