Shenyang Middle Street accelerates the cultivation of emerging formats, characteristic culture and fashion go hand in hand

Source: Economic Daily

Cartoon "cute things" such as "Gazhong Brother" and "Ha Drum Sister" in Shenyang Middle Street are loved by tourists. Photo by Wen Jicong, a reporter of the Economic Daily

During the "Eleventh" holiday, Shenyang Middle Street Ice Point City, Majia Roasted Wheat, Laobian Dumplings and other long-established businesses are booming; immersive theater experience theater, funny circle talk shows and other new formats make young people linger.

As the "first commercial pedestrian street in China" and the second batch of national demonstration pedestrian streets, Shenyang Middle Street has a history of nearly 400 years. After the upgrading of Shenyang Middle Street, a long culture coexists with trendy fashion, and the century-old street has new momentum.

Explore new systems of management

In September last year, Shenyang Middle Street was transformed and upgraded to "open the market with a new look". In the process of this transformation and upgrading, Shenhe District of Shenyang City implemented 12 project construction projects in 7 categories. On the whole, the historical and cultural elements of each building are refined to make it the highlight of cultural inheritance; from the local point of view, the 8 historical buildings with relatively complete preservation are protected and repaired, making them the highlights of the zhongzhong Street building complex in series.

While improving the hardware conditions, exploring the establishment of a new system for the high-quality development of the ancient city has become the biggest highlight of the transformation. In the second half of 2020, Shenhe District launched the establishment of the Shengjing Ancient City Cultural Tourism Zone Comprehensive Development Council Association. Liang Bo, executive chairman and secretary general of the council, told reporters that through the integration of government, market and social resources, the implementation of the "industry co-governance + statutory bodies" co-governance model and public governance structure with the participation of the government, enterprises, think tanks, chambers of commerce associations, platform companies and other parties has been explored. Under the authorization of the Shenhe District People's Congress, the Council will coordinate and handle the daily public affairs of the ancient city as the main body of industry co-governance, and build the Council into a main front for efficiently obtaining demands, quickly resolving contradictions, pooling resources from all parties, and sharing the fruits of development.

The super high popularity, bright street scenery and rich business formats have spawned a rapid increase in the economic benefits of middle streets. In the first half of 2021, Middle Street achieved a total retail sales of social consumer goods of 7.923 billion yuan, an increase of 37.2% year-on-year, with a maximum daily passenger flow of nearly 1.5 million. During this year's "Eleventh" holiday, the total passenger flow of Zhongjie Pedestrian Street reached 5.76 million, an increase of 18.76% year-on-year; the full-caliber turnover of Zhongjie Commercial District was nearly 460 million yuan, an increase of 95.24% year-on-year.

Promote new consumption of business formats

Qing Dynasty official hats, flower pot bottom shoes, Manchu ornaments... The unique Manchu Cultural Symbols, with cartoon "Cute Objects" such as "GazhongGe" and "Ha Drum Sister", have become a new brand image of Middle Street. Many tourists have also taken photos with these "spokespersons" of Middle Street.

"Brother Gazhong" and "Ha Drum Sister" personify the bells and drums that used to exist in Middle Street and give them new life. "The 'Gaha' harmonic sound is the 'what' in the Northeast dialect, which makes the brothers and sisters add regional color, understand the design connotation, and the name is easier to remember." Liang Bo said.

Let the old street "live" and "fire up", it is even more necessary to meet the consumption needs of young people. Based on the new positioning of the fashion consumption resort and the tourism consumption punch card in Middle Street, the lack of emerging formats, especially the immersive and experiential fashion consumption projects, is introduced to meet the new consumer demand. In the past year, a total of 39 emerging formats have been introduced in Middle Street, an increase of 20% year-on-year.

The hilarious circle talk show known as "the talk show under the roots of the Imperial City of Greater Shenyang" was well received. Liu Haibin, founder of funny circle talk show, said: "We want to create a decompression resort for young people in Shenyang, and bring them more joy in a humorous and witty way." ”

In addition, the three-person live-action CS and SRX Dragon Set Club script killing are also loved by young people. "It has become a 'net red place' for young people to punch in consumer entertainment." As the founder of the two stores, Chen Gang is full of confidence in business development.

Polish the new business card of tourism

Middle Street focuses on cultural brands, making the ancient Shenyang full of charm. During the "Eleventh" holiday, the cultural tourism scenic spot in the middle of the middle street is full of tourists. Zhang Tong, director of operations of Shenyang Shengjing Toutiao Hutong Cultural Tourism Development Co., Ltd., said that at present, the scenic spot is fully promoting the construction of the second phase of the project, and will adhere to the general idea of "ecological lanes, tourism lanes, commercial and trade lanes, and strong cultural lanes" through the mode of cultural and commercial tourism synergy, pay attention to excavating the traditional historical and cultural resources of Shengjing Ancient City, protect intangible cultural heritage, inherit the essence of craft culture, use culture to give the old hutongs a living soul, and give birth to a strong attraction, vitality and competitiveness of characteristic blocks. In the future, Zhongzhongli will become a new cultural landmark in Shenyang and a new business card for urban cultural tourism facing the whole country.

"Although Middle Street has achieved a lot of honors, we can't stop, and Middle Street will be better in the future." Cao Le, director of the Commerce Bureau of Shenhe District, Shenyang City, said that with cultural connotation, the middle street can continue to develop, improve and update continuously. After the renovation, Middle Street will be meticulously crafted and the cultural content will continue to improve. In addition, various types of events will be held on Middle Street to bring traffic into the merchants and alleys, while the merchants in the coordinated street will be delayed until 24:00.

Shengjing is bustling again, and The Middle Street is renewed. Nowadays, after The Middle Street was awarded the second batch of "National Demonstration Pedestrian Street", it has officially declared a national night culture and tourism consumption agglomeration area with its bright night landscape, diversified night culture, rich night entertainment, colorful night performances and other characteristics, and strides towards a new journey.

Shenyang Middle Street Cultural Tourism Block is an important cultural tourism destination in Liaoning Province. Zhongjie Block was built in 1625 at the same time as the Imperial Palace in Shenyang, and the thick historical and cultural precipitation made Zhongjie Block a tourist and leisure block with unique northeastern characteristics. In recent years, around the theme of building a "city that never sleeps", with history and culture as the core, through the integration of culture and tourism, brand effect and economic effect to achieve a double harvest, it has become a must-visit punch card place for tourists from other places.

There are many "old brands" in Middle Street. Middle Street Freezing Point City, for example, was found in the late 1940s at a cold drink shop on Middle Street in Shenyang, where ice cream products were popular. There are also many "new brands" in Middle Street. For example, X11 Chao Play Store, as the first surprise toy concept store in Shenyang, fills the lack of fashion and fashion play sections in Middle Street. (Economic Daily reporter Wen Jicong)