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专访北京新发地市场董事长张玉玺:首都“菜篮子”向商文旅中心转型
Xin Lang Cai Jing· 2026-02-05 17:13
Core Viewpoint - The transformation strategy of Beijing Xinfadi Market is becoming clearer with the advancement of the "indoor vegetable trading" project, aiming to upgrade the wholesale market into a diversified agricultural product distribution center [1][6]. Group 1: Market Transformation - The "indoor vegetable trading" initiative represents not only an improvement in the trading environment but also a shift from single wholesale transactions to a full industry chain upgrade for merchants [1]. - The new vegetable trading complex, with a total area of 360,000 square meters, consists of three buildings (A, B, C), with Building B expected to be fully operational by July this year [3]. - The introduction of a "car into hall" model will facilitate quick loading and unloading of agricultural products, reducing secondary handling and outdoor losses, while also mitigating the impact of extreme weather on transactions [3][4]. Group 2: Merchant Evolution - The market's evolution is linked to the generational change among merchants, with the original farmers and workers being replaced by a new generation that demands diverse and refined operational environments [5]. - The new generation of merchants is expanding sales channels and business operations, necessitating improvements in the trading environment, including the addition of offices and live streaming spaces [5]. - The construction of the new trading complex will include advanced cold chain storage facilities to ensure the quality and freshness of high-end fruits and vegetables [5]. Group 3: Future Vision - The market aims to transform into a "park-style market," releasing outdoor land for greening and beautification, while maintaining its essential role in supplying agricultural products to the capital [6]. - Plans are underway to develop educational and cultural tourism initiatives, including planting demonstration areas to educate urban children about agriculture [6]. - The market is collaborating with tourism agencies to create unique cultural tourism routes, enhancing its status as a vibrant consumer landmark in Beijing [6].