一条限时步行街，如何“走”出滨江消费新场景？

Core Insights - The article highlights the transformation of Qianjiatang Road in the Qiantan area into a vibrant space for markets, performances, and pedestrian activities during weekends and holidays, enhancing urban cultural experiences [1][3] Group 1: Festival Economy and Consumer Engagement - The "Welcoming Flowers" New Year Flower Market from January 1 to 3 featured over a hundred brands, creating a festive atmosphere with traditional flower arrangements and cultural displays, attracting significant public interest [4][6] - The Qiantan Park Lane has hosted various large-scale markets throughout 2025, redefining consumer experiences by integrating exploration, social interaction, and cultural engagement [6] - The "Qiantan International Food Festival" during the National Day holiday successfully attracted visitors with global cuisine, demonstrating the ability to convert festive traffic into substantial sales [8] Group 2: Unique Consumption Attraction through IP Creation - Qiantan Park Lane has developed a distinctive event matrix through "self-created" and "co-created" IPs, establishing a strong presence in Shanghai's consumer landscape [9][11] - Events like the "Summer in the Lane" night market and the "Chocolate Festival" have significantly increased foot traffic and sales, showcasing the effectiveness of original IPs in driving consumer engagement [9][11] - Collaborative events with established cultural institutions, such as the "Great Artist Festival" and "Jazz Shanghai," have enhanced the area's appeal and professional influence [11] Group 3: Long-term Commercial Engine and Community Integration - Continuous high-quality operations have transformed short-term festive consumption into a long-term commercial engine, creating a new lifestyle landscape in the Qiantan area [12] - The integration of 11 unique dining establishments in the "Lane Food Street" has fostered a community-oriented consumption environment, enhancing the area's social atmosphere [14] - The introduction of over 30 first stores at Jingyao Qiantan has created a diverse consumer matrix, extending operational hours and boosting nighttime economic activity [16]