四川自贡华商·国际城：深挖“盐龙灯”底蕴，打造差异化场景

Core Insights - The article discusses the transformation of ZIGONG Huashang International City into an immersive cultural and commercial tourism landmark, leveraging local cultural elements such as "salt, dragon, and lantern" to enhance consumer experiences and drive economic growth [2][12]. Project Overview - ZIGONG Huashang International City is managed by ZIGONG Huashang Real Estate Group, covering an area of 564.65 acres with a commercial area of 333.75 acres and a total building area of 690,000 square meters, making it a significant urban complex in the southern Sichuan region [3]. - The project has been developed in four phases since 2015, featuring over 1,300 merchants across various sectors including retail, dining, and cultural tourism [3]. Pre-Renovation Situation - Prior to renovation, the project faced challenges such as homogenization in competition and insufficient cultural integration, despite having a stable consumer base [4]. - The aim was to enhance commercial vitality and competitiveness by integrating local cultural elements into the shopping experience [4]. Renovation Process - The renovation included the creation of a salt culture-themed street, incorporating historical elements and cultural performances, attracting over 1,000 daily visitors [5]. - A giant 880-square-meter 3D screen was installed to enhance the night tourism experience, showcasing the integration of light and commercial elements [5]. Experience Enhancement - The project emphasized local culinary experiences by featuring over 200 merchants specializing in traditional ZIGONG cuisine, leading to a 25% increase in dining consumption [6]. - Cultural and retail innovations were introduced, including a recreation of Hong Kong street scenes and a focus on local handicrafts, which became popular among tourists [7]. Event and Activity Management - Over 300 cultural events were organized, significantly increasing foot traffic to over 200,000 visitors [8]. - Collaborative marketing strategies with local attractions led to a 15% increase in external tourist visits [8]. Smart Upgrades - An online-offline service system was established through the "Huashang Cloud Life" app, enhancing customer engagement and service efficiency [9]. - The project plans to further develop app functionalities to improve user experience and service offerings [9]. Post-Renovation Outcomes - The project achieved a revenue of over 2.4 billion yuan in 2024, marking a 7.2% increase year-on-year, with cultural and tourism-related sectors accounting for 45% of total revenue [11]. - Visitor numbers exceeded 23 million, with the proportion of external tourists rising from 12% to 30%, positively impacting local hotel occupancy rates [11]. Social Impact - The project created over 15,000 jobs and received accolades for its consumer-friendly environment and innovative dining experiences [12]. - Its model of integrating commerce, culture, and tourism has been recognized as a benchmark for commercial transformation in southern Sichuan [12]. Investment Rationale - ZIGONG Huashang International City exemplifies a successful integration of local cultural resources with commercial activities, creating a multifaceted experience that aligns with the trend of cultural and tourism integration [13]. - The project effectively transforms abstract cultural concepts into tangible consumer experiences, enhancing regional appeal and economic viability [14].