中海商业北区购物中心总监、北京中海大吉巷副总经理付翔：文化IP重塑非标商业运营新范式

Core Insights - The 2025 Beijing Commercial Forum was successfully held, focusing on the theme "Trendy Transformation: New Demand and New Supply" to discuss fashion consumption and trends [1] Group 1: Cultural and Commercial Integration - The director of the North District Shopping Center of China Overseas, Fu Xiang, emphasized the importance of deep cultural and commercial integration to create a cultural super IP for non-standard commerce, providing a benchmark for physical retail to meet new consumer demands [3] - The project, Dajixiang, integrates cultural heritage with modern commercial trends, transforming into a comprehensive urban complex that includes cultural preservation, commerce, and green spaces [3] Group 2: Cultural Activities and Community Engagement - Dajixiang features a public cultural exhibition hall occupying 30% of the cultural preservation area, offering free access to the public and hosting significant cultural exhibitions every two months [3] - Future plans for Dajixiang include hosting various cultural events such as pop-up stores, art exhibitions, and brand launches to attract culture enthusiasts and create a new cultural hotspot in the city [3][4] Group 3: Operational Strategy and Performance - Dajixiang employs a diverse operational model with a focus on creating a relaxed shopping environment through innovative space design and unique IPs like "Dajicat" for effective marketing [4] - The project has achieved a 98% leasing rate and over 95% opening rate since its launch, attracting more than 150 brands, with 50% being first-time stores and customized shops [4] - Daily foot traffic has exceeded 200,000, with peak days reaching 220,000 during holidays, accumulating over 10 million visitors in seven months, establishing itself as a popular destination [4]