（周梦婷 摄影） 本报（chinatimes.net.cn）记者周梦婷 北京报道 在整个实体零售遭遇巨大挑战的大背景下，2024年以来，商超领域展开了轰轰烈烈集体调改，与此同 时，体量更大的地标性商业体也开始了调改动作，其中，王府井集团股份有限公司（600859.SH，下 称"王府井"）旗下友谊商店作为全国具有标志性的商业调改项目，其调改情况备受瞩目。 9月23日，《华夏时报》记者实地走访了调改后的友谊商店，该商场利用原有后勤场地，将本来封闭式 的商场改造成了具有街区性质的商业街。进入该场地，首先映入眼帘的是老式传达室设计的办公房间， 斑驳的石灰墙上挂着邮箱似的铁皮柜，绿色铁皮镶嵌着玻璃的门旁边摆了一张老式桌子和两把椅子，吸 引不少年轻人拍照打卡，主区内部，各家商铺以砖块式建筑、瓷砖字体招牌、黑色喷漆字等细节，还原 老式场景，让人恍如穿越至六七十年代。 王府井创立于1955年，前身是"新中国第一店"——北京市百货大楼，1994年上市，目前已发展成为涵盖 百货、购物中心、奥特莱斯及免税业态等多业态的综合零售商，2025年上半年，百货、购物中心和奥特 莱斯三者营收占比分别为35.03%、22.45%、20.73% ...

Core Insights - Traditional department stores are undergoing a significant transformation, focusing on thematic renovations and cultural integration to attract younger consumers and enhance the shopping experience [1][38] - The shift from a product-centric model to an experience-driven approach is crucial for survival in the competitive retail landscape [38] Thematic Renovations - Shanghai's Paris Spring has been rebranded to focus on "LOL eating valley," creating a unique space for Z-generation consumers to express creativity [2][4] - Chengdu's Qun Guang Plaza is developing a magical two-dimensional anime IP base, collaborating with 14 IP brands, including four that are first in China [8] - Xi'an's Xingyue Mall has introduced over 40 unique brands and created a diverse consumption ecosystem centered around anime and gaming [13] Silver Economy - Chongqing's Chongbai Jiulong Mall has launched the city's first silver-themed store, achieving a sales increase of over 300% on opening day [14][16] - The store's design incorporates nostalgic elements and offers various activities tailored for the elderly, enhancing their shopping experience [16] Cultural Integration - Chongbai Building is being transformed into a "city civilization curator," integrating local culture into its design and offerings [17][19] - Beijing's Xidan Shopping Center is set to undergo a major renovation, focusing on local cultural narratives and targeting a younger demographic [20][22] New Consumption Scenarios - Beijing's Shuang'an Mall is undergoing a 70% area renovation to become a quality lifestyle experience venue, introducing new brands and enhancing dining options [23][25] - Guangzhou's Friendship National Gold Store has opened the city's first urban duty-free shop, creating a "shopping as travel" experience [36][38] Market Trends - The retail industry is witnessing a shift towards immersive experiences, with traditional department stores needing to adapt to changing consumer preferences [38] - The emergence of duty-free shops and thematic experiences presents new opportunities for department stores to differentiate themselves in a saturated market [39]