Core Insights - Xi'an is redefining the integration of culture, commerce, and tourism through a unique "landmark + mall" model, showcasing a blend of historical and modern elements [1] - In 2024, Xi'an is expected to receive 306 million tourists, generating a total tourism revenue of 376 billion yuan, marking a year-on-year growth of 10.3% and 12.3% [1] - The city’s commercial landscape is benefiting from a structural opportunity, with non-local visitors making up 25%-40% of the customer base in key commercial projects [1] Landmark Coexistence Commercial Model - Landmark coexistence projects leverage cultural IPs like the Big Wild Goose Pagoda and the Bell Tower to attract tourists, fulfilling their demand for both cultural experiences and immediate consumption needs [2] - These projects create a high-efficiency closed loop of traffic conversion, where cultural emotions resonate with consumer behavior, leading to increased sales [2] Key Commercial Projects - The Xi'an Bell Tower Kaiyuan Mall has achieved a 39.67% share of non-local visitors, enhancing its appeal as a gateway for tourists to experience the city [3] - The mall has transformed its rooftop into a vibrant social space, integrating modern design with traditional cultural elements, thus enhancing visitor engagement [4][7] - Xi'an Dayuecheng targets young consumers, achieving a 44.17% share of non-local visitors during peak holidays, reflecting its alignment with market trends [9] Cultural IP Activation - Xi'an Dayuecheng integrates national IPs like "Journey to the West" into immersive experiences, successfully selling over 34,000 themed toys, generating over 2 million yuan in sales [10] - The mall hosts various cultural events that engage visitors, turning them from mere tourists into active participants in the cultural narrative [11] Comprehensive Visitor Services - The mall has developed a service ecosystem that enhances the visitor experience, including exclusive offers and partnerships with travel platforms to streamline the travel process [8][13] - The project also emphasizes cross-border payment solutions and unique promotional activities to cater to international tourists [13] Non-Landmark Commercial Projects - Non-landmark projects in Xi'an are thriving by creating unique value propositions that attract visitors, achieving non-local visitor shares of 20%-35% [25] - The Xiaozhai business district exemplifies this trend, with various projects successfully drawing in visitors through distinctive offerings and experiences [26] Future Outlook - Xi'an's approach to blending cultural depth with commercial efficiency is expected to serve as a model for other cities, promoting a balanced and symbiotic commercial ecosystem [33]