Core Insights - The article discusses the transformation of urban commercial complexes in response to changing consumer preferences, particularly among younger demographics, emphasizing the importance of creating engaging environments and experiences [4][10]. Group 1: Rooftop and Underground Space Transformation - Newly opened Nanjing Jinling Tiandi attracted over 400,000 visitors in its first three days, with its rooftop becoming a popular spot for young people [5][6]. - Many shopping malls are now enhancing rooftop and underground spaces, transforming previously vacant areas into gardens, sports venues, and themed restaurants to appeal to younger consumers [5][6]. - The B1 level of malls, often connected to subway stations, is evolving from traditional grocery stores to trendy markets and social spaces, catering to essential consumer needs [5][6]. Group 2: Consumer Experience and Emotional Engagement - Consumers are increasingly seeking emotional value and social interaction in their shopping experiences, with over 40.1% of young consumers willing to pay for emotional satisfaction and interests [8][9]. - Malls are focusing on creating immersive experiences and social environments, with rooftop and B1 spaces becoming key areas for innovative consumer engagement [9][10]. - The trend indicates a shift from merely attracting foot traffic to fostering emotional connections and memorable experiences for consumers [9][11]. Group 3: Long-term Strategies for Differentiation - Industry experts suggest that commercial complexes need to adopt a long-term perspective to differentiate themselves, focusing on unique IP and avoiding short-term traffic chasing [10][11]. - Addressing challenges such as service homogenization and lack of emotional resonance is crucial for creating memorable consumer experiences [11]. - Recommendations include utilizing rooftop spaces for events and exhibitions, enhancing service quality, and fostering a sense of community among consumers [11].