The first cultural and tourism commercial complex in Huicheng opened

　　Immersive theme block "Butterfly Tree Valley".

　　Editor's note

　　The 2024 work report of the Huicheng District Government pointed out that it is necessary to vigorously develop the real economy and consolidate the foundation for high-quality development. This year, Huicheng District has arranged 94 annual key projects, with a total planned investment of 55.733 billion yuan and an annual investment of 12.025 billion yuan.

　　In order to further focus on the development of new quality productivity, continue to shape new advantages for development, continue to strengthen the main position of enterprise scientific and technological innovation, and implement the high-tech cultivation and multiplication plan, Huizhou Daily and the Propaganda Department of Huicheng District Party Committee jointly launched the "New Quality Productivity and Development Look at Huicheng" column report. Strive to create a new situation in the construction of a modern first-class central area, please pay attention.

　　The new quality productivity is accelerating the "creation of new" from the aspects of creating demand, shaping fashion, and creating the environment, and promoting profound changes in consumption. "New consumption" is one of the hot words of economic development this year, compared with traditional consumption, new consumption pays more attention to the interaction between producers and consumers, and has the characteristics of digitalization, intelligence, and scene experience.

　　Cultural tourism business is a typical type of new consumption development, and its development is in the ascendant. Throughout the country, check in front of the KAWS sculpture in Changsha IFS International Financial Center, overlook the bell tower in Xi'an Kaiyuan Plaza, and stroll through the bustling magic capital in the 88th layer of the Shanghai Jin Mao Tower...... These urban center influencer businesses have become "another way to get to know a city".

　　A few days ago, Huicheng's first cultural and tourism commercial complex was put into operation, and the city's key project Ganghui Xintiandi Phase III (Ganghui Luofuli) opened its doors to welcome guests, becoming the "annual blockbuster" for Huicheng's development of new consumption. On the same day, the passenger flow of Ganghui Shopping Center exceeded 220,000, and the sales exceeded 21.6 million yuan.

　　"It is not only a commercial body, but also a popular check-in point for cultural tourism, and the first city meeting room in our city that combines the three elements of culture, commerce and tourism. Mi Haiying, general manager of Ganghui Shopping Center, told reporters that after the opening of the third phase, the commercial area of Ganghui will reach 250,000 square meters, and the number of brands will reach 700+, becoming the largest shopping center in operation in the eastern part of the Guangdong-Hong Kong-Macao Greater Bay Area, and a place for citizens and tourists to socialize, relax, travel and experience a better life, helping Huicheng to become a consumption center in the eastern part of the Guangdong-Hong Kong-Macao Greater Bay Area.

　　Focus on the geographical IP of Luofu Mountain and create an immersive theme block

　　"Create IP" and "strong experience" pay equal attention. In the era of commercial retail involution, how can we break through?"What is more needed in the new consumption is content, so we operate across the track, use cultural tourism content to optimize and improve the 'tonality' of the commercial body, break the homogeneous operation of the commercial body, and then enhance the interaction between the commercial body and consumers." Mi Haiying said that the third phase of Hong Kong Hui will create a one-stop cultural tourism consumption destination with cross-border integration and innovation of business + cultural tourism.

　　In the past, at the foot of Luofu Mountain, "Ge Xianweng" turned into a butterfly, leaving a beautiful legend. Today, the third phase of Ganghui uses "Mountain and River Spirit" as the IP blueprint to create Huizhou's first immersive theme block "Butterfly Tree Valley".

　　The fog rises in the valley, and the twin butterfly trees, Yunyang fairy trees, vast divine trees, scorching spirit trees, and rock treasures gather together, and the Yao flowers and different plants take this as their home, giving birth to 8 Luofu Mountain mountain spirits with different personalities, such as "Xuanyan", "Doudou Dragon" and "Zhou Zhou", and build a vibrant, beautiful and dreamy ecological valley for tourists.

　　"We invited Zheng Wenzheng, director of the Academy Award for Best Visual Effects, to direct and produce the first original animated film "Luofuli" with the main story of Luofu Mountain and Xianshan culture, the first mountain in Lingnan. Mi Haiying said.

　　Tell an IP story well, strengthen the experience of multiple themes, and create an exclusive Internet celebrity trend. "Come to Hong Kong Huiluofuli and check in and take pictures with the elves of the mountains and rivers" will become a hot spot for cultural tourism. In the later stage, Ganghui will also bring a new immersive experience to citizens and tourists in the form of theme songs, naked-eye 3D, holograms, story theaters, parades and song and dance performances, immersive plot tours, huge wall paintings, landscape sculptures, and peripheral derivatives.

　　Open the Hakka bazaar "fireworks to pick up the light" to convey the charm of Hakka culture

　　"Tide Gathering Field" and "Fun Life" are integrated. New consumption pays more attention to cultivating new consumption growth points such as smart homes, cultural and entertainment tourism, sports events, and domestic "trendy products", and leads industrial upgrading with consumption upgrading.

　　The fireworks in the market are the most soothing to the hearts of mortals. The third phase of Ganghui will build a Hakka market covering an area of 7,500 square meters on the negative floor. Objects full of traditional Hakka charm such as tile walls, bamboo baskets, and retro doors make people feel the charm of Hakka culture in the "Eternal Goose City". In terms of business format, it integrates catering, snacks, beverages, retail, accessories, living facilities, and Huizhou's characteristic commodities, and shapes "new pyrotechnics" with characteristic snacks.

　　In terms of space, moving to a different scene, the third phase of Ganghui uses Internet celebrity check-in scenes to light up the night economy, such as the integration of new ways to play the outdoor staircase, combined with theme activities, IP elements, and the use of color, modeling, beauty and other characteristics to make the staircase vivid and interesting, which is not only a space for consumers to rest and interact with the check-in, but also a "traffic pool" for Internet communication and promotion.

　　At a time when social media is prevalent, ancient capitals such as Zhengzhou, Kaifeng, and Luoyang are using NPCs (non-player characters) in scenic spots to activate ancient stories in novel ways. The introduction of NPCs in the scenic spot, with its unique shape and vivid interpretation, has become the focus of tourists' lenses, and the photos and videos shared spontaneously spread rapidly on social platforms, forming a word-of-mouth effect and enhancing the popularity and influence of the scenic spot.

　　Ganghui also plans to supplement NPCs to give fresh vitality to the business with unique character interactions. For example, with the help of activities such as "meeting the flower girl and the merchant, starting a romantic journey of national style", "projection theater joyful broadcast, Ge Xianweng appearing to give blessing gifts" and other activities, NPCs dressed in ancient costumes and acting as characters have become popular "check-in" objects under the lens of tourists.

　　Pay attention to the operation of the first store, and use big data analysis to precision marketing

　　"Heavy branding" and "strong operation" are synchronized. "Young consumers not only need shopping and cultural tourism content, but also need stores of Internet celebrity brands and traffic brands. Mi Haiying said that what consumers need, the cultural tourism commercial complex should be released.

　　The commercial area of "Luofuli" in the third phase of Ganghui exceeds 100,000 square meters, and more than 200 brand merchants will be introduced. Focusing on the operation of the first store and the introduction of brands can be said to be the "magic weapon" of Hong Kong Hui. In 2008, when the first phase of Ganghui opened, the concept of "urban complex" was first proposed in the industry in Huizhou, and 16 years later, the proportion of the first store of Ganghui has basically remained above 55%, and there are currently more than 400 brands in operation in the first and second phases, and the number of stores in Huizhou with the first sales rank is as high as 298, accounting for 75%.

　　In addition, smart marketing is also another unique track for them. Through the independent research and development of the smart retail business system, the big data analysis capabilities of the system are mobilized, the brand planning activities of Party B are linked, the labeled precision marketing is carried out, and the self-media publicity channels, third-party cross-border resources and other resources are linked to help merchants operate for a long time, so as to form a win-win cooperation model and make the Ganghui business district continue to burst into vitality.

　　At present, Ganghui has 1.04 million active consumer members, subdivided consumer groups, set up more than 200 consumption tags, deeply excavated around consumption attributes and behavioral values, and flexibly customized more than 400 themed shopping activities relying on the smart system, including 37 precise activities combining labeling and marketing; In the end, it effectively stimulated the consumption motivation of members and achieved a remarkable result of more than 80% of member sales.

　　The effect of "heavy branding" and "strong operation" is immediate. Ganghui has maintained double-digit growth in sales and profit for 14 consecutive years. In 2023, the annual sales will be 2.9 billion yuan, a year-on-year increase of 18%, and the passenger flow will exceed 30 million, a year-on-year increase of 48%.

　　Mi Haiying said that in the next step, Ganghui will continue to strengthen the operation model of "shopping center format + refined management of department stores", drive the upgrading of the first and second phases with the opening of the third phase, and make every effort to build a new smart business district.

　　Text/Picture Huizhou Daily reporter Xie Jingjing, special correspondent Zhou Wenmei, correspondent Li Xiaoying