Core Insights - The Aeon Mall in Fengtai, Beijing, will cease operations on September 30, 2025, marking the end of Aeon's presence in the Beijing shopping center market [4][5] - The shopping center will be rebranded as "Xinjiahui Shopping Center" and will focus on a "family gathering place" concept, aiming to address homogenization in the local commercial landscape [1][8] Company Developments - Aeon has been withdrawing from the Beijing market, with the Fengtai location being the last of its shopping centers in the city, following the closure of other stores [5] - The company reported a revenue decline from HKD 86.93 billion in 2023 to HKD 80.95 billion in 2024, with a net loss of approximately HKD 3.41 billion [5] Industry Trends - The closure of Aeon Mall reflects the challenges faced by traditional large shopping centers in the "cloud consumption" era, where consumer preferences are shifting towards online shopping and experiential retail [9][14] - The new management under Beijing Xinjiahui Commercial Management Co. aims to enhance the shopping experience by introducing diverse brands focused on family-oriented consumption, including dining and entertainment [8][13] Market Positioning - The Xinjiahui Shopping Center will undergo significant upgrades to its space and brand offerings, targeting family consumers and enhancing the overall shopping experience [8][13] - The Fengtai area, being a core business district, requires a nuanced approach to attract both family and business clientele, balancing different consumer needs throughout the week [13][14]