XHCG(SH:600785) Bei Jing Shang Bao·2026-02-11 16:21Core Insights - The transformation of Xinhua Department Store into Ccmall represents a shift from a traditional retail model to a community service center, addressing the evolving consumer needs in Beijing's urban landscape [3] Group 1: Project Overview - Ccmall reopened on February 11, 2023, after being rebranded from Xinhua Department Store, which has been a commercial landmark in Beijing for 19 years [1] - The upgraded Ccmall features multiple themed areas such as "Light Island Forest," "Floating Island Secret Realm," and "Light Bathing Garden," aimed at enhancing the shopping and leisure experience [1] - The project has introduced over 100 brands including NIKE, Adidas, Huawei, and Xiaomi, covering various categories like daily necessities, electronics, and jewelry to meet local consumer demands [1] Group 2: Market Context - The upgrade of Ccmall is part of a broader trend of traditional department stores being revitalized to attract consumer attention, particularly in Beijing's second ring road [2] - The New Street area, where Ccmall is located, is a key commercial hub connecting several important districts, necessitating new commercial offerings to satisfy consumer needs [2] - The upgrade aligns with Beijing's "urban renewal" and "international consumption center" initiatives, making the enhancement of the New Street commercial area a critical focus [2] Group 3: Strategic Insights - Experts suggest that the commercial projects in Beijing's second ring should focus on elements such as scene creation, business types, culture, and convenience to balance traditional and modern consumer experiences [2] - The transformation aims to create a "15-minute convenient living circle" by reducing traditional retail space and increasing the presence of first stores, experiential offerings, and cultural activities [2] - The key to successful upgrades lies in breaking away from traditional business models while respecting the existing customer base, ensuring a smooth transition to a more diversified service offering [3]