In the current macro environment of the country's vigorous promotion of the development of the consumer market, Foshan, as a commercial city with great historical heritage in China, is also undergoing profound iterative upgrading in its commercial field. The emergence of new business formats, the rise of new brands and the in-depth integration of technology and culture have injected a steady stream of vitality into Foshan's commercial development and brought consumers a richer and more diversified consumption experience.
Consumption is linked to the people's livelihood and economic development, which is the ballast stone for the stable operation of the economy. To expand and upgrade consumption, Foshan proposes to deepen the construction of regional consumption center cities, strengthen the linkage effect of policies + activities, strengthen the cultivation of new consumption, promote the innovation and development of time-honored brands, and release the potential of new rural consumption. So, how to make business go beyond the form of buying and selling, become an expression of Foshan's urban life, give full play to the new power of commercial potential, and become a part of Foshan's urban planning and cultural development, the following are some ideas and suggestions on how to activate commercial complexes and create high-quality consumption scenes and products from several dimensions, so as to promote the further prosperity and development of Foshan's commerce.
Keynote speaker
Shi Lin is a member of the Foshan CPPCC, the executive chairman of the Foshan Chain Enterprise Association, and an expert member of the Guangdong Credit Management Think Tank. He has 17 years of experience as a senior executive in a well-known chain brand enterprise and 10 years of work experience in business associations.
Iterative upgrading of business and the introduction of new business formats
At a time where social interaction is more closely integrated with experience than ever before, commerce is not just a place of transaction, but an integral part of urban development, linking people and space, past and future, and leading our way of life. In the era of digital intelligence, we must use technology to improve the consumer experience. With the rapid development of science and technology, Foshan can use advanced technologies such as AR, VR, AI to create immersive and interactive consumption scenarios in commercial complexes. It can also make good use of the power of social media to transform immersive experiences into shared content, so that wonderful sharing moments attract consumers. For example, virtual reality technology is used to create a simulated shopping environment, so that consumers can experience products in an immersive way, enhance shopping pleasure, and attract more young consumers. At the same time, through the communication power of short videos in recent years, Foshan's tourism, food, and consumption promotion activities have attracted many tourists from other cities and provinces, and the planned and targeted urban publicity effect has been continuously created and fermented.
Develop a new retail model that integrates online and offline. Under the guidance of the new retail concept, the traditional physical store and the e-commerce platform are organically combined to achieve seamless connection between online and offline, so that consumers can choose the favorite method according to their preferences. For example, we can provide consumers with personalized recommendations through a smart shopping guide system, set up an experience area in the store for consumers to try products before purchasing, or use big data to analyze customer behavior and habits to provide more accurate marketing strategies.
Source: Picture Worm
Introduce experiential and entertainment consumption formats. When planning commercial complexes, Foshan can consider introducing diversified experiential and entertainment consumption formats, such as cinemas, gyms, theme restaurants, etc., to increase the comprehensive functions and attractiveness of commercial complexes, enhance consumer stickiness, and promote the sustainable prosperity and development of commercial complexes.
The impact of the first store on the commercial body is increasing
The first-store economy is an important force to promote consumption upgrading and promote business prosperity. In the past 2023, Foshan has attracted nearly 100 first-store brands. From a regional point of view, Chancheng District and Nanhai District are still the "first stores" in Foshan, however, driven by the newly unveiled non-standard commercial ALSO last year, many first stores have entered Shunde, which has made the business of Shunde District of Foshan iterate and update. It can be seen that the influence of the first store of the brand on the commercial body is increasing, and we must vigorously develop the first store economy.
First of all, it is necessary to introduce the first store of the brand with innovation and characteristics. The brand's first store can bring consumers a new consumption experience with its scarcity and novelty. Brand recognition can not only meet people's personalized consumption needs, but also play a unique role in leading the business model. Foshan actively introduces new brands with innovation and characteristics, such as emerging fashion brands, independent designer brands and international brands with advanced technology and management experience, etc., through the introduction of these new brands, to inject new vitality into the commercial complex, enhance the overall brand image, and meet the diverse needs of consumers.
Second, create a unique business style. According to the positioning of the commercial complex and the target consumer group, carefully create a unique and distinctive business style, many people think that now consumption has been downgraded, I think it is not, but consumption is progressing, spiritual consumption is in the front, market segments are becoming more and more important, such as fashion trend markets, Such a design can not only enhance the recognition and attractiveness of the commercial body, but also attract precise target consumer groups and further activate the business atmosphere.
The new business district will reshape the city's commercial matrix
Traditional commercial complexes have become increasingly unable to meet the needs of the market and the needs of the people. Therefore, the reasonable planning of the new business district and the interaction and cooperation between the business districts are particularly important. It can be said that the new business district will reshape the city's business matrix and promote the prosperity of urban commerce.
First of all, the layout of business districts should be reasonably planned from the perspective of urban planning. In view of the characteristics of Foshan's urban development planning and population distribution, the layout of business districts should be planned and optimized scientifically and reasonably. Avoid areas with serious homogeneous competition, encourage differentiated development models, and combine urban functional zoning and hierarchical planning of consumer demand to create a business district pattern with distinctive characteristics and strong complementarity, so that each business district can give full play to its unique advantages and potential.
Secondly, strengthen the interaction and cooperation between business circles. Foshan's commercial density is relatively high, so it should actively promote the interaction and cooperation between nearby business districts, strengthen the interaction and cooperation between business districts by holding joint marketing activities and sharing resources, and make a real sharing, altruistic and unbounded business circle. For example, carry out cross-business district promotional activities, share parking, tram charging, bicycle parking points and other facilities, realize resource sharing and complementary advantages, and jointly enhance the overall business image and competitiveness of Foshan.
Innovate while preserving the cultural memory of the city
To create a commercial complex with a "unique temperament", innovation is essential. However, innovation must be based on local advantages, Foshan has manufacturing advantages, but also Lingnan cultural advantages, how to retain the city's cultural memory while innovating is also particularly important.
First, reconstruct the city's memory and carry out business innovation based on local cultural characteristics. Foshan has a rich cultural heritage, a high degree of cultural tolerance, and a rich history of local cultural resources such as martial arts (Wing Chun), ceramic art and paper-cutting art. In the commercial innovation design, these elements can be skillfully integrated into it to create a commercial complex project with distinctive regional characteristics and strong cultural heritage, so that cultural charm can bring a better lifestyle.
Second, take advantage of Foshan's manufacturing industry to develop characteristic retail. Give full play to Foshan's advantages as a manufacturing powerhouse and develop characteristic retail business. Through the introduction of designer brands, handicrafts and other local products, we will cultivate and support a number of retail enterprises with Lingnan characteristics to grow and expand, and provide consumers with unique shopping choices.
Third, promote the development of Foshan's commercial complex in the direction of intelligence and greening. In terms of environmental protection, it is necessary to pay attention to the green and sustainable development of commercial projects, promote energy-saving and emission reduction technologies and the use of green building materials, create a harmonious and pleasant shopping environment, and provide consumers with a more convenient and efficient service experience. At the same time, environmental protection and sustainability will bring more opportunities for our cities to renew.
During the "14th Five-Year Plan" period, Foshan takes the construction of a regional consumption center city as its development goal, and the development of the first store economy as one of the important projects to improve the quality of brand supply, and is committed to building a regional consumption center city facing the Guangdong-Hong Kong-Macao Greater Bay Area and radiating the "Belt and Road", and promoting the continuous improvement of business from the six dimensions of aggregation, experience, innovation, fashion, activity and comfort. Next, we need to make technology, culture and creativity continue to intertwine, operators are more professional, goods are more creative and artistic, consumption is more popular, and business premises are more novel and diversified, so as to promote a more attractive and competitive commercial development in Foshan.