Pedestrian street is the business card of a city. Nowadays, digitalization is making the traditional pedestrian street show new vitality: new brands, local products, old brands, can scan the code or facial scan to buy, can also Taobao Tmall to send an order to home; gourmet restaurants, tourist attractions, former homes of celebrities, can be booked online without queuing; brand stores AR try on makeup, street shop business is booming.
At the end of 2018, the Ministry of Commerce launched the first batch of pilot projects in 11 pedestrian streets across the country. From Jianghan Street, the 20th Century Architecture Museum in Wuhan, to the Nanjing Confucius Temple, where the traditional Jinling Lantern Festival is held, to the wide and narrow alleys of Chengdu, where Sichuan cuisine is netted. These pedestrian streets have their own advantages all over the country, and it is a unified proposition to achieve new growth through digitization.
Released on January 7, "Baba 2019"According to the pedestrian Street Economic report (hereinafter referred to as "the report"), from October 2018 to October 2019, new consumption in 11 pilot pedestrian streets was booming, with offline consumption growing by 36.7% compared with the same period last year, significantly leading the social zero growth rate in the same period. Total passenger flow increased by 23.3% in October compared with the same period last year, showing a positive trend such as an increase in young people and more active consumption at night.
The research shows that the offline commerce represented by pedestrian street has a huge room for new growth. Improving the digital business infrastructure to enhance the consumer experience and digital solutions to promote business efficiency will become the future path for more "new students in the old streets".
Digitization makes "Old Street New Life": 11 pilot pedestrian streets of the Ministry of Commerce have both passenger flow and consumption growth
Pedestrian street is a gathering area of urban commercial resources, which gathers large and small shops and a variety of formats, and plays an important role in promoting consumption. According to the report, as of October 2019, the number of consumers in 11 pilot pedestrian streets increased by 15.5% year-on-year, and consumer unit prices increased by 18.3% year-on-year.
Among them, Nanjing Road in Shanghai, Jianghan Road in Wuhan and Jiefangbei in Chongqing have the strongest consumption power and take the lead in the total consumption amount. Wangfujing in Beijing, Nanjing Road in Shanghai and Jiefangbei in Chongqing are the "most trench pedestrian streets" with leading unit prices. Chengdu wide and narrow lanes, Shanghai Nanjing Road and Hangzhou Hubin Road are the most attractive to young people, ranking among the top three in the proportion of young passengers. Wuhan Jianghan Road, Guangzhou Beijing Road and Shenyang Middle Street account for the highest proportion of young consumers.
Take the lakeside pedestrian street as an example, "wisdom" is a bright spot of the lakeside pedestrian street. Based on the intelligent guide system of Ariyun's "City brain", visitors can see the number of vacant parking spaces in the nearby parking lot, the food ranking list of pedestrian streets, the time of West Lake cruise ships, music fountains and other information in real time, and the consumption experience is greatly optimized.
Food and beverage consumption is the highlight of the pedestrian street. Digitalization helps catering businesses achieve both online and offline growth. Chengdu's wide and narrow lanes, Wuhan Jianghan Road and Nanjing Confucius Temple are foodie favorites with local cuisine, with catering spending in the top three, according to the report. Word-of-mouth data show that the post-90s generation carried the banner of food consumption in wide and narrow alleys, accounting for more than 43%.
Bid farewell to "one side of a thousand streets": commercial upgrading behind from standard configuration to rigid demand
In the era of digital economy, the personality of pedestrian street is more distinct and its characteristics are magnified. The report points out that the 11 pilot pedestrian streets have their own advantages: looking at passenger flow, Jiefangbei is the king of popularity; looking at the structure of passenger flow, wide and narrow alleys are tourists' favorite; looking at the activity of passenger flow at night, Datang never sleeps city worthy of the name; looking at the amount of consumption, Nanjing Road is worthy of the "consumer paradise"; in terms of the degree of "arrogance", Wangfujing is far ahead.
The development of pedestrian street is also better integrated with the future of the city. Hangzhou recently issued the Hangzhou New Retail Development five-year Action Plan (2019-2023), actively promoting the application of technologies such as big data, cloud computing and artificial intelligence, and promoting business innovation and upgrading.
Hangzhou Hubin pedestrian District has a total of 8 historical and cultural relics and 13 time-honored brands. according to the Hangzhou plan, the renovation will feature "new retail". On January 18, 2018, Xie Ma Xiansheng entered Xie Baixin Yuanhua, which opened the prelude to the new retail of Hubin pedestrian Street. As of January 7, 2019, Hubin pedestrian Street has 59 retail innovation formats, 56 international famous brands and 32 first-tier brand flagship stores or first-tier stores. The total social zero of the lakeside business district has grown by more than 10% for five years in a row, and the lakeside pedestrian street has contributed 1/3.
Ma Xiansheng, a new retailer, will open a new store in Xinjiekou, Nanjing on January 12, 2020. In the past year, the box horse continued to "run wild", with more than 200 stores, running into the core business district of Beijing, Shenzhen, Hangzhou, Guangzhou, Xi'an, Wuxi and other cities. Among the 11 pilot pedestrian streets, in addition to Hubin pedestrian Street in Hangzhou, Box Horse has also been stationed in Nanjing Confucius Temple, Datang never Night City in Xi'an, Guangzhou Beijing Road, etc., to promote the improvement of digital business infrastructure and bring double upgrading of shopping experience and quality of life for tourists and surrounding residents.
Have confidence in the future: the night economy is shining and the small shop economy is booming.
Behind the economic growth of pedestrian streets is the improvement of business confidence.
The Ministry of Commerce pointed out that 11 pedestrian streets have cumulatively transformed more than 800,000 square meters of commercial carriers, introduced more than 900 well-known brands at home and abroad, and added more than 80 flagship stores and first stores. "BABA's analysis shows that the passenger volume and unit prices of the 11 pedestrian streets have increased significantly, the number of young people has increased, and night consumption has become more active."
The pedestrian street, which combines consumption, tourism and cultural elements, enriches the night consumption experience through digitization, and forms a new growth point of night economy. The report shows that from 18 to 19:00, the number of passengers and payments on 11 pilot pedestrian streets reached their peak throughout the day. In September 2019, the overall nighttime activity of the 11 pilot pedestrian streets increased by 1.5 percentage points compared with the same period last year, and increased by 2.0 percentage points in October. Among them, Xi'an Datang never Night City and Nanjing Confucius Temple have become the most popular pedestrian streets at night, both in terms of the number of payments at night and the activity of passenger flow at night.
The executive meeting of the State Council held on December 30, 2019 pointed out that the transformation and upgrading of pedestrian streets should be combined with the development of "small shop economy". According to the analysis of online merchant bank and Alipay, in the past year, the number of small shops composed of online stores, street shops and roadside stalls was about 100 million, and their economic vitality and health exceeded expectations. The average growth rate of running water is 35%; more than half of the small shops will increase their employees in 2019 and are expected to support a total of 300 million jobs; half of the small shops will be supported by loans with credit, and 99% of them will be borrowed and repaid. With the Spring Festival approaching, they are full of confidence in the future, and 87% of small shopkeepers think business will be better next year than this year.
According to statistics, there are more than 2100 pedestrian and commercial streets with an operating area of more than 20, 000 square meters. What will the pedestrian street look like in the future? Recently, word-of-mouth announced the construction of the first Wisdom-word-of-mouth Street in Beijing to help merchants along the street reduce costs and increase efficiency through digitization. "box houses" are having chemical reactions with pedestrian streets to provide better services through intelligent supply chains. Digitization is making "thousands of streets", but also for embracing digital pedestrian streets to open up new growth space.