地标，几乎是每个城市的标配。 它往往是城市递给世界的第一张名片，也是本地人集体记忆的精神坐标。地标不拘一格，有时是屹立千年的古建；有时是充满科技感的摩天大楼，有时 是耳熟能详的企业所在地……这些地标不仅是地理坐标，更是城市文化、历史与精神的具象化表达。 时代大潮滚滚向前，一些曾熠熠生辉的地标，渐渐被时光淹没，遗落在城市角落，陷入设施老化、功能脱节、活力衰退的尴尬困境，亟待通过创新赋 能、活化改造，重焕生机。 此时，将老地标改造为全新的目的地型商业，成为当下极具价值的创新尝试。如此可盘活闲置资产，让老地标从"城市记忆符号"转化为"消费流量入 口"，最终成长为引领城市商业升级的新标杆。循着这条线索，我们将结合北京的工业遗产改造、历史文化地标焕新、老胡同微更新三类典型项目，解 析"老地标"转型升级为目的地型商业的吸客密码。 01. 工业遗产变身"微度假目的地" 与传统区域商业不同，目的地型商业的核心是"创造专程前往的理由"。老地标恰凭借天然的历史独特性，成为目的地型商业的最佳载体。 然而，老地标要走出一条成功的焕新路也并非易事，需解决"文化悬空"与"潮流盲从"两大问题：不可仅将历史元素简单用作陈列品，缺乏供人们深度 ...

Core Points - Beijing's Xicheng District is undergoing systematic and large-scale urban renewal to enhance its overall carrying capacity [1][2] - The district has completed significant infrastructure improvements, including the renovation of 84 roads and the removal of 153 kilometers of guardrails [2] - Xicheng has transformed 148 old residential communities, covering an area of 2.68 million square meters, and has implemented various renewal models [2][3] Urban Environment Enhancement - The district features 238 boutique streets, 878 beautiful streets, and 150 tree-lined slow-moving roads, contributing to a refined urban environment [3] - PM2.5 average concentration has improved by 33.8% compared to the end of the 13th Five-Year Plan, with water quality compliance rates at 100% [3] Economic Development - Xicheng is upgrading traditional commercial areas like Xidan and Dashilar while fostering new business districts such as Financial Street [6] - The district has introduced 328 "first stores" and established 53 "ten-minute convenient living circles" covering 263 communities [6] Cultural Heritage Promotion - The district has completed 21 tasks related to the application for World Heritage status for the central axis and has released 20 projects for the revitalization of cultural relics [7] - Cultural events such as the "Haitang Poetry Festival" have attracted international participation, showcasing the district's rich cultural heritage [7]

Core Insights - The South City area of Beijing, previously labeled as "low-end" and "backward," has seen significant investment in infrastructure and commercial development, leading to increased population inflow and consumption upgrades [1][16] - The transformation of the South Central Axis, particularly the Daguanyuan area, into a capital business district is highlighted by the successful implementation of key projects [1][16] Infrastructure and Development - Beijing has invested thousands of billions in the South City for infrastructure, industry introduction, and livelihood improvement, resulting in the emergence of new commercial hubs like Lize Business District and Fengtai Science Park [1] - The South Central Axis is being developed into a "Cultural and Technological Corridor," showcasing a shift from traditional markets to modern commercial spaces [16] New Commercial Projects - The Beijing JD Mall (South Third Ring Store) opened on May 31, 2023, covering 78,000 square meters and offering a diverse range of products and services, including electronics, home decor, and dining options [5][6] - Beijing Zhonghai Dajixiang, with a commercial area of 80,000 square meters, is set to open on May 25, 2025, featuring a blend of cultural preservation and modern commercial spaces [6][8] - Beijing Muxiyuan He Sheng Plaza, transformed from a clothing wholesale market, now offers a variety of retail, dining, and entertainment options within a 40,000 square meter space [10] - Beijing Yintai Department Store (Daguanyuan Store), opened in December 2011, has undergone renovations to enhance its offerings, now featuring over 200 brands and a focus on quality lifestyle experiences [11][13] - Beijing Bai Rong World Trade Mall, with a total area of 600,000 square meters, is transitioning from a traditional wholesale market to a modern retail center, housing over 3,000 brands [15][16] Market Trends - The South City area is experiencing a commercial renaissance, with new projects like Huilin Shopping Center and Longyue City contributing to its growth [16] - The integration of technology, culture, and commerce is becoming a new paradigm in the South Central Axis, reflecting a shift in consumer preferences and lifestyle [16]

Core Insights - Beijing's urban renewal initiatives are leveraging cultural elements to enhance commercial spaces, contributing to high-quality development in the city [1] Group 1: Urban Renewal Projects - The Zhonghai Dajixiang project has transformed historical buildings into a "city cultural salon," attracting over 5 million visitors since its opening [3] - The project recorded over 200,000 visitors on its opening day and maintained high foot traffic, becoming a popular commercial landmark [3] - Zhonghai Dajixiang preserves significant historical architecture, including the residence of Kang Youwei, and aims to create a cultural new landmark by connecting with surrounding attractions [3][4] Group 2: Future Plans and Developments - Zhonghai Dajixiang is designed to be a sustainable and evolving commercial space, with plans for seasonal and thematic events based on community preferences [4] - The renovation of the Longfu Temple aims to attract a younger demographic by incorporating trendy brands and cultural activities, with an expected foot traffic of 100,000 to 200,000 visitors during its opening weekend [6] - Longfu Temple will host a series of unique events, including a food carnival and collaborations with platforms like Beijing Fashion Week, to enhance its appeal as a cultural consumption landmark [6]

Core Insights - Beijing's urban renewal initiatives are leveraging cultural elements to enhance commercial spaces, contributing to high-quality development in the ancient capital [1] - The Zhonghai Dajixiang project has transformed historical buildings into a "city cultural salon," attracting over 5 million visitors since its opening [1][3] - The revitalized Longfu Temple aims to attract a younger demographic by integrating cultural, commercial, and travel experiences [6] Group 1: Zhonghai Dajixiang - Zhonghai Dajixiang opened in late May and recorded over 200,000 visitors on its opening day, with a total of over 5 million visitors in the first two months [3] - The project preserves significant historical architecture, including the residence of Kang Youwei and other cultural heritage sites, enhancing its appeal as a cultural landmark [3] - Future plans for Zhonghai Dajixiang include hosting various themed events based on community preferences and seasonal trends, indicating a sustainable commercial model [4] Group 2: Longfu Temple - The Longfu Temple renovation is set to fully open on September 17, with expectations of attracting 100,000 to 200,000 visitors during its first weekend [6] - The project will feature a diverse range of young brands and cultural activities, aiming to create a vibrant cultural and commercial space [6] - Longfu Temple plans to host a series of unique events, including a food carnival and collaborations with platforms like Beijing Fashion Week, to reinforce its trendy and fashionable identity [6]

Core Insights - Beijing's urban renewal initiatives are leveraging cultural elements to enhance commercial spaces, contributing to high-quality development in the ancient capital [1] - The successful integration of historical architecture with modern commercial activities is exemplified by the Zhonghai Dajixiang project, which has attracted over 5 million visitors since its opening [2][3] - The revitalization of the Longfu Temple aims to target a younger demographic by creating a cultural and commercial travel space, with significant brand partnerships and events planned [6] Group 1: Zhonghai Dajixiang - Zhonghai Dajixiang has transformed into a "city cultural salon," attracting diverse visitors, including families and young people, since its opening in late May [3] - The project recorded over 200,000 visitors on its opening day and has maintained a vibrant commercial atmosphere, with a total of over 5 million visitors in the first two months [3] - The site preserves numerous historical buildings, including the residence of Kang Youwei, enhancing its cultural significance alongside commercial offerings [3] Group 2: Longfu Temple - The Longfu Temple is set to reopen on September 17, with a focus on attracting young consumers through trendy brands and cultural events [6] - The project has successfully secured notable brands for its second phase, including the first stores in North China and China for various popular brands [6] - Anticipated visitor numbers for the first weekend post-opening are projected to reach between 100,000 and 200,000, with plans for a series of themed events to enhance its appeal [6]

Group 1: Overview of Cultural Consumption in Beijing - The cultural consumption market in Beijing has shown a "dual increase" in both quantity and quality in 2023, with 180 million tourists received in the first half of the year, a year-on-year increase of 7.1%, and total tourism expenditure reaching 338.17 billion yuan, up 8.8% [1] - The integration of cultural and tourism sectors, urban renewal, and the emergence of new economic drivers have contributed to a vibrant cultural consumption landscape in Beijing [1] Group 2: New Business Models and Consumer Engagement - The "performance + tourism" model has become a highlight of cultural consumption in Beijing, with 102 large-scale performances held in the first half of the year, generating ticket sales of 1.5 billion yuan, representing year-on-year growth of approximately 13% and 35% respectively [2] - The deep integration of intangible cultural heritage (ICH) with tourism has created new experiences for visitors, with 365 ICH projects along the central axis of Beijing becoming a key attraction [2] - The launch of the "music map" and over 400 outdoor music events has extended music consumption into urban spaces, enhancing cultural engagement for both residents and tourists [2] Group 3: Diverse Cultural Tourism Products - Beijing has introduced a variety of cultural tourism products, including 105 themed travel routes and 25 rural tourism routes, enhancing the "Wander Beijing" brand [3] - The Beijing International Cultural Tourism Consumption Expo achieved sales of 211 million yuan, showcasing successful integration of culture, commerce, and tourism [3] Group 4: Urban Renewal Projects - Urban renewal projects like Zhonghai Dajixiang and Longfu Temple have transformed historical areas into cultural consumption landmarks, preserving historical context while injecting modern commercial vitality [4][6] - Zhonghai Dajixiang, a 360,000 square meter complex, has become a model for urban renewal, combining cultural preservation with commercial operations [4] - Longfu Temple, which has undergone extensive renovation since 2012, focuses on cultural heritage and innovation, featuring immersive experiences and unique retail offerings [6][7] Group 5: Consumer Engagement and Foot Traffic - Zhonghai Dajixiang attracted over 500 million visitors since its opening, with daily foot traffic exceeding 60,000, indicating strong market acceptance of this urban renewal model [5] - Longfu Temple is set to open on September 17, 2023, with plans for promotional events and collaborations with major platforms to enhance its role as a new cultural consumption landmark in Beijing [7]

Core Insights - Beijing's cultural and tourism consumption has shown significant growth, with 1.8 billion visitors in the first half of the year, a 7.1% increase year-on-year, and total tourism expenditure reaching 338.17 billion yuan, up 8.8% [6][8] - The opening of new cultural and commercial spaces, such as Zhonghai Dajixiang and the Longfu Temple area, has revitalized local tourism and shopping experiences, attracting a diverse range of consumers [1][4] Group 1: Zhonghai Dajixiang - Zhonghai Dajixiang, located in the cultural core of Xuan Nan, has achieved sales of over 157 million yuan within two months of opening, with a peak daily footfall of 220,100 visitors [1][2] - The project integrates cultural preservation with modern commercial elements, featuring over 150 brands, with more than 50% being first stores or customized shops [2][3] - The design philosophy emphasizes a "city cultural salon" and "urban leisure square," preserving historical architecture while enhancing the area's commercial appeal [2][3] Group 2: Longfu Temple Area - The Longfu Temple area is set to officially open on September 17, featuring a diverse range of new retail experiences, including the first store of the Happy Mahua A99 theater and various health-focused retail spaces [4][5] - The area has undergone significant urban renewal, transforming from a historical site into a modern commercial hub while maintaining its cultural heritage [4][5] - The project aims to enhance its role as a new space for fashion, trends, and lifestyle aesthetics, contributing to the ongoing urban renewal efforts in Beijing [5] Group 3: Cultural and Tourism Integration - The integration of cultural and tourism sectors has led to the emergence of new business models, with 102 large-scale performances generating ticket sales of 1.5 billion yuan, marking a year-on-year increase of approximately 13% and 35% respectively [8][10] - The introduction of themed tourism routes, such as "Follow the Movie to Travel" and "Follow the Exhibition to Explore Beijing," has resulted in 105 new routes launched this year, highlighting the growing trend of experiential tourism [10][11] - The success of outdoor music events and cultural festivals has further enriched the tourism landscape, attracting both local and international visitors [10][11]

Core Insights - The emergence of non-standard commercial complexes like Zhonghai Dajixiang reflects a shift in consumer preferences towards personalized and diverse shopping experiences, catering to the "Z generation" [1][4][6] - The successful opening of Dajixiang, which attracted over 200,000 visitors and generated sales exceeding 5 million yuan on its first day, showcases the potential of innovative commercial spaces [2][10] - Non-standard commercial entities are redefining the shopping experience by integrating social, cultural, and experiential elements, moving beyond traditional retail models [5][6][11] Group 1: Market Trends - Non-standard commercial complexes are rising in popularity, driven by urban renewal and the integration of culture, commerce, and leisure [1][4] - Dajixiang features over 150 unique brands, with more than half being first stores or customized shops, indicating a trend towards unique retail offerings [2][3] - The design of Dajixiang incorporates Beijing's cultural heritage while providing modern amenities, appealing to a wide demographic [3][6] Group 2: Consumer Behavior - The "Z generation" favors unique and immersive shopping experiences, leading to a demand for spaces that offer emotional and social value [6][11] - Consumers are increasingly seeking environments that provide not just products but also experiences, reflecting a shift from transactional to experiential consumption [5][6] - The integration of diverse activities such as dining, cultural exhibitions, and social interactions enhances the attractiveness of non-standard commercial spaces [4][6] Group 3: Challenges and Future Directions - Despite initial success, non-standard commercial projects face challenges such as market saturation and the need for sustainable operations beyond the novelty effect [10][11] - Future developments in the sector will likely focus on deeper integration of online and offline experiences, leveraging technology to enhance consumer engagement [10][11] - The importance of thorough market research and understanding local consumer behavior is critical for the long-term viability of new commercial projects [10][11]

Core Viewpoint - Beijing is experiencing a significant expansion in high-quality commercial projects, with over 4.5 million square meters of new large commercial facilities set to open from 2022 to 2024, enhancing the city's commercial landscape and meeting consumer demand [1] Group 1: Commercial Development - A total of approximately 750,000 square meters of new large commercial facilities are expected to open in the first half of 2025, including notable projects in various districts such as Changping, Haidian, Fengtai, Chaoyang, and Xicheng [1] - The Beijing Municipal Bureau of Commerce emphasizes a dual approach of upgrading existing facilities and developing new ones to create a comprehensive commercial consumption space system [1] Group 2: Trends in Commercial Projects - The trend of creating "urban third spaces" is evident, with projects like Zhonghai Dajixiang and Zhongguancun ART PARK transforming into public gathering places for leisure, socializing, and cultural activities, rather than just shopping venues [2] - Many projects are breaking traditional retail boundaries by significantly increasing the proportion of dining, entertainment, cultural experiences, and social spaces, thus creating a diverse and integrated commercial environment [2] Group 3: Cultural Integration and Market Focus - Projects are incorporating local historical elements into modern consumer symbols, such as Dajixiang's "urban cultural reception hall" concept, blending tradition with contemporary styles [3] - A focus on niche markets is evident, with developments like THE BOX targeting younger demographics (ages 15 to 29) and hosting numerous events to attract significant foot traffic, showcasing a differentiated market strategy [3]