Core Insights - The rapid expansion of Sam's Club has diminished the competitive edge of Yizhuang Creative Life Plaza, which is currently undergoing hardware phase bidding for upgrades without a clear direction [1][3] - The project, once a vibrant commercial hub, has seen a decline in foot traffic and tenant presence, necessitating a significant renovation to meet the evolving demands of the tech-savvy consumer base [3][6] Project Status - Yizhuang Creative Life Plaza is set to undergo an investment of over 1.1 billion yuan for upgrades, with design bidding completed and construction bidding currently in progress [3][4] - The renovation will involve substantial demolition and functional restructuring, primarily affecting the first and second floors, while preserving the existing Sam's Club area [3][4] Market Dynamics - The plaza has faced challenges due to ownership disputes and a decline in tenant operations, leading to the exit of major brands like Starbucks and KFC, leaving only Sam's Club operational [6] - The competitive landscape in the Yizhuang commercial sector has intensified, with new projects like Longyue City and Longhu Beijing Yizhuang Tianjie introducing a variety of retail and entertainment options [7] Strategic Recommendations - Experts suggest that the renovation of Yizhuang Creative Life Plaza could foster differentiated competition among local projects, moving away from the current retail-centric model to a unique combination of Sam's Club and experiential offerings [8][9] - The plaza should aim to position itself as a regional commercial center, leveraging the industrial advantages of the Economic Development Zone to attract high-quality consumer demographics [9][10] Consumer Trends - There is a notable shift in consumer preferences towards quality experiences and family-oriented services, indicating a need for the plaza to adapt to these changing demands [10] - The renovation should focus on creating a "third space" that integrates shopping, socializing, and cultural experiences, aligning with the expectations of modern consumers [10]