At the beginning of 2022, the Beijing Winter Olympics will arrive as scheduled in the anticipation of all. When the fireworks of the opening ceremony bloomed over the bird's nest, a new urban era began, and Beijing became the only "double Olympic city" in the world that has hosted the Summer Olympic Games and the Winter Olympic Games.
Now prosperous, there are many vicissitudes. Perhaps no one would have thought that this Olympic central area, which witnessed the glory of the two Olympic Games, after more than 30 years of construction and development, has grown from a field village with undulating wheat waves to an important functional area of Beijing integrating science and technology, culture and international exchanges. From 0 to 1, behind the vigorous growth of this land, there is a figure that has been silently accompanied, it is - Beichen Group.
In 1990, with the arrival of the Asian Games, Beichen Group came into being. Its predecessor was the General Headquarters of the Construction of the Athletes' Village Project of the 11th Asian Games, and in only four years, the first generation of Beichen people built a modern new city leading the new trend of urban construction - the Asian Games Village on a wasteland in the northern suburbs of Beijing. On the occasion of Beijing's successful bid for the Olympic Games in 2001, Beichen Group once again seized the opportunity, invested in the construction of the National Convention Center, and undertook the construction and operation support tasks of the International Broadcasting Center, the Main News Center, the Fencing Hall and the two media villages of the Summer Olympic Games, as well as the reception service of the contracted hotels; During the 2022 Beijing Winter Olympics, Beichen Group once again successfully completed the construction of the second phase of the National Convention Center Main Media Center, the operation of the main media center and the service guarantee of the Winter Olympic Family Hotel. It can be said that as a regional co-builder, Beichen Group has grown and iterated with the Olympic Central District, but also completed its own transformation from birth, rise to take-off.
The process of the common growth of Beichen Group and the Olympic Section is also a history of mutual achievement and mutual nourishment. The opportunity of the Asian Games and the Olympic Games has given the initial impetus and basic elements of commercial development, and the arrival of Beichen Group has continuously led the regional commercial upgrading and consumption innovation. This mutually reinforcing relationship is like the concept of "business ecosystem" proposed by the American economist Moore - in the business ecosystem, the organisms with organizations and individuals as units play different functions, performing their own functions but intertwined to form a synergistic symbiosis.
Today, the opportunity of historical convergence has once again descended on the Beichen Group. In the Olympic Central Area, Beichenhui Shopping Center, as the core business of the second phase of the National Convention Center, is about to set sail. How will it serve regional consumers? What kind of fresh energy will its arrival inject into the business ecosystem of The Olympics?
The high-quality commercial position of the core location of the central axis needs to be filled urgently
Beijing is one of the most spatially ordered cities in the world, a central axis running through the north and south, bringing together the essence of ancient urban architecture, and also connecting the city's story system and centuries of changes.
From the perspective of location, the large ecological circle of the Olympic Central District, where Beichenhui is located, is on the northern extension of the central axis of Beijing. According to the survey, high-end residential agglomerations such as Ziyu Mountain Villa, Guoao Village, Fucheng Garden, Shanglin Shijia, Zhuxi Garden and so on in the area, the resident population of Beichenhui within 2km is nearly 200,000, and their age is concentrated in 26-45 years old, which is the representative of Beijing's middle and high-yield life, with strong purchasing power and strong consumer demand. In terms of high-end commercial buildings, the Internet and financial giants led by IBM, Tencent, ByteDance, Google AI China Center, AIIB headquarters, Huatai Securities, etc. occupy half of the country, and there are several high-end office buildings within 2km around Beichenhui, covering nearly 80,000 business people, and the solid consumer demand for catering, social networking, shopping, entertainment and so on will drive a large number of international high-quality consumption to break out here.
In addition, the high density of the Olympic Central Area covers many five-star hotel clusters, and there are 5 major star hotels within 2 kilometers of Beichenhui alone, which further gathers international VIP guests and high-end quality customers; At the same time, relying on the advantages of being adjacent to two national conference and exhibition centers, the holding of a large number of global convention and exhibition activities can siphon the world traffic, providing a steady stream of exhibition customers for Beichenhui.
With the changes of the years and urban development, relying on the policy support of the construction of the capital's consumption center city, the Olympic Center is also constantly facing commercial transformation and upgrading. On the one hand, although the business district has a large radiation range and covers a large number of high-quality people, there are few commercial projects in the business district, and it is mainly based on community supporting businesses, and the per capita commercial area is low; On the other hand, there is a lack of boutique businesses in the region, and it is difficult to match the existing commercial grade and the consumption taste of the customer group, especially under the trend of consumption upgrading, the consumer demand of high-end people urgently needs to find a release export.
Therefore, for the entire Olympic central area ecosystem, the appearance of Beichenhui will effectively fill the gap of high-quality business, provide an ideal consumption environment and social scene for a better life, and help the commercial progress of Jingbei. As a first-class composite real estate brand enterprise in China, Beichen Group has coexisted with the Olympic region for more than 30 years, and has deep feelings and long-term insights into this land, and Beichen Group also expects to build "Beichenhui" into a city business card, and continue the past feelings, events and people.
Beichenhui interacts with the five major systems to activate the ecological circle of the Olympic Central Area
In the post-Olympic era, the Beijing Olympic Central District will shoulder a new mission. The mainland's "14th Five-Year Plan" clearly states that the Olympic Central Area is an important node in the central axis of Beijing, positioned as an important cultural function area in Beijing, and will strengthen international exchanges and sports culture functions in the future and enhance international influence. Based on this, there should also be high-quality commercial presentations in the region that are highly compatible with the international vision, so as to further complete and revitalize the ecosystem of the Olympic Central Area.
Different from the attributes of the international trade CBD, financial street, Zhongguancun and other business circles, the Olympic Central Area contains a rich circle culture, and the subdivision is mainly composed of five major systems, namely: conference and exhibition system, humanities and arts system, sports system, intelligent technology system, and green health system. What Beichenhui needs to consider is how to interact with these systems and promote the energy flow and virtuous circle of the entire ecosystem.
Business & EXHIBITION dual interaction, driving the efficient diffusion of influence
After the completion of the second phase of the China National Convention Center, it will form a world-class convention and exhibition complex with a total scale of more than 1.3 million square meters together with the National Convention Center (Phase I). In the future, the second phase of the National Convention Center will undertake high-energy exhibitions at home and abroad, bringing together international high-consumption groups, who pursue a quality lifestyle and have diversified needs for business socialization, leisure socialization, and quality catering. Located on the west side of the second phase of the National Convention Center, in terms of brand format, Beichenhui will simultaneously introduce Michelin and Black Pearl Restaurants with unique textures to fully meet the needs of customers for fresh taste, social gatherings, business negotiations, and bring a variety of brand choices with "city memory", so that visitors from all over the world can fully feel the unique cultural heritage of Beijing.
As the "second exhibition hall" of the exhibition, Beichenhui will also extend the time and space of the exhibition. On the one hand, the exhibition will become the power engine of Beichenhui, attracting passenger flow, logistics and information flow to gather in the short term, and highly integrated through exhibitor complexes, and ultimately achieving efficient diffusion of influence. On the other hand, Beichenhui can also provide more display space for exhibitions and merchants, not only to hold product launches, new product experiences and other composite commercial spaces, and share high-quality passenger flow resources between the two sides. It can also provide brand merchants with exhibition space in the venue during the conference and exhibition period, improve exposure, and allow exhibitors and merchants to fully interact and integrate, mutual benefit. At the same time, Beichenhui will link up with brand merchants to jointly hold theme activities to continue to create momentum, provide high-end luxury venues such as banquets and salons for exhibitors and brand parties, and fully integrate people, exhibitions and businessmen. In the future, the two-way interaction between exhibition and business will complement each other, and more new models of exhibitor services will be explored.
Build a sports social platform and build a strong sticky emotional bond
The deep Olympic genes of the ecological circle in the Olympic Central Area are rare in the world. Olympic Forest Park, National Stadium, National Stadium (Bird's Nest), National Aquatics Center (Water Cube), National Olympic Sports Center, National Speed Skating Hall, National Tennis Center and other national sports venues are around, coupled with the Beijing Marathon, Color Run and other international sports events gathered, for the North Star Club adhere to a large number of sports customers.
Following the unique sports pulse of the ecosystem, under the impetus of the Olympic economy, Beichenhui will build a unique trend sports retail format, and provide options such as light food, healthy meals, and trend sports new product experiences for the surrounding sports customers, so as to create a leisure and entertainment fun experience between family and friends. In addition, Beichenhui will also actively build a sports social platform, deeply link sports brands through personalized community activities, and attract more circles to come to the field, so as to drive them to participate in sports in surrounding venues and deliver a sunny and healthy lifestyle; At the same time, Beichenhui can also cooperate with sports venues to provide corresponding fitness sports scenes for the membership system, realize the interactive circulation of private traffic, and let the sports customer group establish a strong adhesive bond with Beichenhui and practice the Olympic spirit for a long time.
Using curatorial retail thinking to interpret a new way of living in art
The convergence and integration of culture and art in the ecosystem cultivates every visitor who comes to visit. Overlooking the map, within 3 kilometers of Beichenhui, there are six major historical and cultural clusters of the Chinese Academy of History, the Historical Exhibition Hall of the Communist Party of China, the China Science and Technology Museum, the National Science and Technology Communication Center, the China Arts and Crafts Museum, and the National Art Museum (proposed), which will undoubtedly attract many lovers of literature, history and art to gather, and at the same time store potential customers who love humanities and arts in advance for Beichenhui.
Beichenhui Shopping Center, which matches the deep artistic atmosphere of the region, devotes itself to creating architecture, public art and theme activities, and uses curatorial retail thinking to fully interpret the new way of art life. In terms of exterior design, Beichenhui is committed to making exquisite appearances in a highly artistic architectural form. Built hand in hand with 6 international design masters, Beichenhui is architected by the internationally acclaimed Pritzker Prize winner Christian de Bauzanbach, and Kenya Hara is the graphic designer; In terms of indoor scenes, well-known artists such as Florentine Hoffman and Zhang Zhanzhan will be invited to tailor artistic sculptures.
Among them, Hoffman is known for his artistic projects of creating huge models in public spaces, such as the Rubber Duck and the Chongqing Halo Public Installation Squirrel "Twinkle". There is only one Hoffman in a city, and the design of artworks for Beichenhui is also the first cooperation between Hoffman and Beijing business, and the unique art installation helps to enhance the artistic tone and fun experience of Beichenhui, creating a Holy Land for Beijing Internet celebrities to punch cards; Zhang Zhanzhan, one of the hottest post-80s artists in contemporary China, is known as the "dream maker" of the healing department, and is good at visually conveying cute and silent animal images, leading to think about the common situation of self, others and society, and this time will also bring a new original artistic image to Beichenhui. Step by step, one step at a time, I believe that after the completion of the Beichenhui will not only be a commercial bearing space, but also as an art island to explore.
◎ Image courtesy of ArtDepot Art Warehouse
In addition, Beichenhui will also increase the style of bookstores, cafes, pubs, cinemas and other literary and artistic experience formats, using curatorial retail thinking, widely invite cultural scholars, filmmakers, designers, etc. active in contemporary times, to undertake film launches, immersive small theaters, new book sharing meetings, theme exhibitions, salon dialogues and other colorful curatorial activities, deeply interpret the urban cultural and artistic lifestyle, and achieve spiritual resonance with regional customers. Standing in the traffic highland where the world's eyes converge, Beichenhui, as a bridge for the dissemination of national culture, will also focus on presenting the first store of Chinese original & Chinese elements, highlighting the brand format with distinct national attributes, integrating Chinese culture and fashion, creating a cultural characteristic space, and showing the innovation of Beijing as an international cultural metropolis.
Help the rise of the highland of science and technology and innovate the intelligent retail scene
In recent years, relying on the location advantage of "wind and water" at the northern end of beijing's central axis, the Olympic Central Area has undertaken a large number of IT enterprises spilled over from Zhongguancun, coupled with the scientific and technological cultural and educational clusters formed by the Olympic Village Science and Technology Park of the Chinese Academy of Sciences and the China Science and Technology Museum in the region, which constitute a relatively strong scientific and technological atmosphere in the ecological circle, which is different from the Zhongguancun section, which is a more academic and scientific research place.
The high-end talents gathered here generally have the characteristics of High Knowledge, High Occupation, High Salary and High Quality, pay attention to cutting-edge technology dynamics, have a significant demand for intelligent technology consumption, and are eager to quickly reach the latest technology digital products. Based on this, Beichenhui will strengthen the 3C digital format, provide consumers with emerging product portfolios such as smart home and electronic digital, place more technology theme activities, promote the multi-party linkage of smart brands and technology venues, and create a social field for activities in the vertical circle of science and technology.
At the same time, Beichenhui itself will also become a smart shopping mall full of scientific and technological sense, through all-round cooperation with Tencent, Alipay and other Internet companies, the mall will be equipped with a complete VR, AR guide system, covering face payment, payment is points, online reservation shopping, online mall, intelligent fitting, smart parking and other services, with a comfortable experience space, leading technology application and perfect service system for consumers to present a leading shopping environment. Applying cutting-edge scientific and technological achievements, Beichenhui will also be equipped with automation equipment such as sanitize robots, waste removal robots, and guidance robots of Internet celebrities during the Winter Olympics in the future, while ensuring service quality and quality, minimizing personnel contact and escorting the commercial development of the post-epidemic era.
Practice a green business model and create a sense of breathing in the shopping space
The 680-hectare Olympic Forest Park is home to Asia's largest urban green landscape. The entire ecosystem is rich in forest resources, is the well-deserved "green lung" in Beijing urban area, unique landmark building clusters and green natural oxygen bars, creating a livable and happy leisure environment, creating favorable conditions for the green commercial model of Beichenhui. Adhering to the environmental protection concept of ecology and energy saving, Beichenhui has a sound water-saving, energy-saving and material-saving system, and takes LEED Platinum, WELL Gold and Green Construction Samsung certification as the construction standard, practices the green business concept, and will be in line with the green concept of the entire ecosystem, showing the beautiful life scene under the ecological civilization of the mainland for world travelers.
At the same time, Beichenhui will make effective use of the "fifth façade" of the shopping mall to create a 5,000㎡ cloud garden and the first rooftop bar block in northern Beijing, with two glass domes, which can enjoy the romantic scene of the afternoon sunset and the brilliant starry sky. In addition to the excavation of the rooftop IP economy, Beichenhui is expected to become a typical sample of the combination of commercial value and environmental benefits.
It can be seen that different from the traditional business planning ideas, Beichenhui pays more attention to the interaction between the whole and the part, people and the environment, regards itself as a small ecology in the whole system and comprehensively considers itself, so that the original fragmented and scattered elements are re-aggregated and connected, redefining the layout logic of non-standard business, which has very important learning significance for the industry. Based on the in-depth insight into the local customers in the Olympic Central Area, Beichenhui will form an organic unity together with the five major systems of conference and exhibition, humanities and arts, sports, intelligent technology and green health, to meet the different lifestyles derived from diversified customer groups, and then realize the feedback of the ecological circle of the Olympic Central Area.
In addition, under the strategic pattern of "domestic and international double circulation", the "Implementation Plan for Cultivating and Building An International Consumption Center City" issued by Beijing clearly states that by 2025, Beijing will take the lead in building an international consumer center city with global influence, competitiveness and reputation. Located in the core location of the central axis, Beichenhui, as an important commercial supporting facility of the international exchange center, will undoubtedly play an exemplary role in leading the upgrading of consumption quality, creating a new highland for consumption environment, enhancing the radiation of the core business circle, etc., becoming a key force in promoting the iterative upgrading of the commercial iteration of the Olympic Central Area, creating a new consumption hub of "convention and exhibition + business", and helping the capital's business to further advance. Beichenhui will be unveiled in 2023, which will surely become a new business card of Beijing North Business that carries the world's attention and set a benchmark for Beijing's high-quality boutique business.