the first opening of the mixc in tongzhou, beijing's sub-city center, attracted nearly 400,000 customers in three days
2024-09-23
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on september 22, tongzhou mixc opened for the first time, and citizens lined up outside the store.
on september 22, the first opening of tongzhou mixc was held, and citizens checked in in front of the huge glass curtain wall. photo by beijing news reporter wang zicheng
"i heard about the opening and came to see it. i didn't expect it to be so popular and there are so many discounts." ms. liu, a beijing citizen, said to the reporter with some surprise. for three consecutive days, the first opening of tongzhou mixc was crowded with people. as soon as the reporter approached the mall, he saw many traffic police directing traffic around. the two temporary parking lots in the surrounding residential area and the administrative office area were temporarily used to meet the parking demand.
located in the sub-center of beijing, the first tongzhou mixc officially opened its doors to customers on september 20. the mall attracted nearly 400,000 visitors in just three days. on saturday alone, 172,000 consumers were received, 3,105 vehicles were driven, and retail sales reached 14.555 million yuan. as the end of the holiday approached on sunday, the number of visitors exceeded 100,000 by the evening. the lively and casual sunken plaza overlooks the 7-story starry sky pier of the entire sub-center. coupled with 100 regional "first stores" from catering to cultural and creative industries, the "offline shopping mall" seems to have directly ignited some long-lost consumer enthusiasm.
lai yang, executive vice president of the beijing society of business economics, said in an interview with the beijing news that with its location advantages and distinctive services, mixc has the foundation to become a benchmark social, gathering and trendy destination. the city's first store with distinct regional characteristics and incorporating urban cultural elements can further stimulate the consumption enthusiasm of local consumers.
highlights
the three "spaces" have their own characteristics and become a good place for leisure and check-in
the first opening of tongzhou mixc has now become another landmark in the city's sub-center. the canal culture is integrated into the main body of the building, and the aluminum panels on the facade sparkle in the sun, just like rippling waves on the water.
crossing the street and walking down the stairs, you will see a sunken plaza decorated with flowers. this is called "valley gathering - vibrant social space", which is used to hold performances and market activities. around 5 pm, the reporter saw that many customers were already sitting on the stairs, resting and holding glow sticks. upon asking, they said they were waiting for the "voice of love - fan club" to arrive in the evening.
the cantilevered space between the 4th and 5th floors of the mall has been transformed into the "muguang harbor - cultural experience space", with a glass curtain wall of about 11 meters high, showing a 270-degree viewing angle. next to the "muguang harbor" is a bookstore. when night falls, many customers still sit in the chairs by the window and read books.
going up, the 6th to 7th floors are the "starry sky wharf - leisure and entertainment space", a canal-themed rooftop garden with a wider view. many parents bring their children here to relax. standing in front of the railing and looking into the distance, the prosperity of the sub-center is in full view, attracting many customers to check in and take photos here.
scale
more than 260 stores, including 100 regional first stores
it is understood that the construction area of the first tongzhou mixc store is about 148,000 square meters, including seven floors above ground and four floors underground (two floors of commercial space), gathering more than 260 stores, including 100 regional first stores, 37 high-level stores and 5 customized stores.
according to the person in charge of the mall, there are not only time-honored brands such as daoxiangcun, wuyutai, and tongrentang that are familiar to beijing citizens, but also many popular online restaurants, cultural and creative stores, and other consumer places with "young power". in terms of experience formats, there are cinemas, video game arcades, parent-child amusement parks, cute pet parks, and bookstores. the aggregation of multiple formats creates a one-stop "eating, drinking, playing, and shopping" experience for consumers at their doorstep.
located on the fifth floor of the mall, huiyuan is one of the many first stores in beijing that have settled in this time. it is a catering brand under beijing new century youth catering management co., ltd. zhang zongyu, assistant to the general manager of the company, told reporters that the flow of people in the first three days of opening was very large, which was somewhat unexpected, but also really "reassured". he excitedly introduced that the youth new kitchen roast duck restaurant and lao qianggen copper pot shabu-shabu meat restaurant on the same floor are both catering brands under the group. "in the first three days of opening, they both won the first place in sales among all brands within the group."
"we chose tongzhou as the location for our first store because we saw the development prospects of the city's sub-center. in addition, we also trust the project development and construction companies. in the future, we will develop more delicious products based on customer needs so that every customer who comes here can find the taste of their hometown," he said.
as it was close to mealtime, jindingxuan on the corner was also extremely popular. "many of our old customers said that they could finally eat at 'jindingxuan' in tongzhou. here, we adopt the small restaurant business model. we can see that the flow of people in these three days is really large. the mall also gave us great support. the cooperation is very pleasant." he yanshuang, general manager of jindingxuan operations, told reporters.
the benefits of opening a shop may also be one of the reasons for attracting customers. the reporter noticed that during the opening and weekend, many shops put up discount signs in front of their doors. some clothing stores offer 20% off for two pieces and 30% off for three pieces for members, some jewelry stores offer 18% off for two pieces for the entire store, and some cosmetics stores offer a 20 yuan discount for purchases over 200 yuan. the shortest discount period lasts until september 22, and some stores last until october 7.
layout
tongzhou has 11 large-scale commercial facilities and 14 commercial projects under construction.
the transportation advantage of this new popular shopping mall in the sub-center of the city is very obvious. urban consumers can quickly reach it through guangqu expressway, jingtong expressway, metro line 6 and other means. customers from the northern three counties can drive or take a bus directly to the tongyan expressway.
the mall uses a variety of green and low-carbon technologies indoors and outdoors. it is also the first complex smart commercial complex in tongzhou to achieve full coverage of 5g+wifi6. customers can enjoy 360-degree networking regardless of whether they are in a store, bathroom or underground parking lot. at the same time, the mall has introduced indoor ar real-scene navigation function, and consumers can achieve personal real-time positioning through wechat applet, so they can immerse themselves in "shopping mall" without getting lost.
yang xi, director of the tongzhou district commerce bureau, told reporters that in recent years, tongzhou district has seized the favorable opportunity of beijing's construction as an international consumer center, gathered new consumption scenarios, and continuously upgraded consumption supply. at present, there are 11 large-scale commercial facilities in tongzhou district, covering an area of 640,000 square meters; 14 commercial projects are under construction, covering a commercial area of nearly 1.2 million square meters.
"at present, in addition to the aegean shopping park, sino-ocean port and mixc, which have already opened their doors to welcome customers, the total scale of the wanli project will be nearly 500,000 square meters and is expected to open next year. in the next step, tongzhou district will continue to build multi-level characteristic consumption spaces, deepen the integrated development of culture, tourism, commerce and sports, accelerate the planning and layout of consumer supply, create characteristic consumption scenarios, continuously improve consumer experience, fully stimulate consumption potential, and strive to make new breakthroughs in building an international consumer center city." yang xi said.
interpretation
experts: first-store economy stimulates differentiated development of urban consumption
lai yang, member of the expert committee of the china general chamber of commerce and executive vice president of the beijing society of business economics, said in an interview with the beijing news that the first mixc project has a location advantage. it is located in the "universal studios × grand canal" international consumer experience area that beijing has focused on building. it integrates shopping and retail, boutique supermarkets, gourmet food and beverage, entertainment experience, cultural creativity, and special cinemas. it has the foundation to become a benchmark social, gathering, and trendy destination. the radiating population includes consumers in tongzhou city, and can also undertake the spillover customers of the universal studios scenic area. at the same time, the yanjiao customers can also easily reach it, creating very convenient shopping conditions for the northern three counties.
"in addition, as far as i know, this project has introduced many regional first-store brands." lai yang said, "first-store launch" is a high-frequency hot spot and innovation focus in the current consumer field, and it has strong appeal and driving force both from the consumer side and the supply side. the "first-store economy" is stimulating the differentiated development of urban consumption. the entry of many international brands reflects the consumption prosperity and business environment improvement of a city, but the first stores in the city with distinct regional characteristics and integrated urban cultural elements can stimulate the consumption enthusiasm of local consumers.
liu yingkui, deputy director and researcher of the china council for the promotion of international trade research institute, said that beijing is cultivating and building an international consumer center city with unique development advantages: international resource aggregation, leading consumption scale, profound historical and cultural heritage, and a good scientific and technological innovation ecology. in particular, the growth rate of service consumption is higher than that of commodity consumption. the latest data shows that in the first half of 2024, beijing's service consumption expenditure accounted for 57.6% of residents' consumption expenditure. at the same time, beijing's consumption convenience is also constantly improving.
when talking about the first-store economy, liu yingkui said that beijing's first-store economy continues to prosper, with each business format having its own characteristics, from fine dining to trendy retail, from leisure and entertainment to life services, becoming the "traffic code" of major business districts.
beijing news reporter zhan shengjie chen lin
