article丨Jalinwei
Edit丨Zhou Zhuoran
Under the city wall of Xi'an people is a train of Xi'an people. Xi'an people cannot ignore the steamed buns wherever they go...Along with this song " Songs of Xi'an people" created by Cheng Bozhi and Fan Wei, people met a Xi'an who drank wine and threw bowls on Huimin Street, ate a real brush and saw the bustling night view of bell tower . In this way, this ancient capital in the western region became popular without warning on TikTok.
For Wang Jia, who has been in college in Xi'an for four years, this city is a bit inexplicable. He said that although he had never seen the bowl when drinking, he had eaten the brush and crisps two years ago and saw the beautiful scenery of the bell tower every day. This kind of Xi'an sounds simple and rough, leisurely and mediocre.
But recently, it is not these scenes that have made Xi'an rich in discussions again, but a newly opened shopping center. After more than ten days of trial operation, Xi'an SKP, which is full of luxury goods, officially opened on May 28. This new building is located in the Nanmen Business District, which is the common name of " Yongning Gate " located directly south of the bell tower.
Before the completion of Xi'an SKP, Wangfujing Department Store Nanmen Store and th Century Jinhua Zhujiang Times Square Store were the main malls supporting the Nanmen Business District. After the arrival of Xi'an SKP, it will not only form a "three-legged" trend with the first two in terms of geographical location, but the luxury retail pattern of Nanmen, Xi'an, and even the northwest region may be changed by it.
The most profitable shopping mall in the country is here.
is just north of the subway, one stop from the Nanmen Business District. It is the "Bell Tower Business District" with the largest performance in the northwest region. In 2016, the performance of Kaiyuan Mall, the leading mall in the business district, Muma City Minsheng Xingzhengyuan and Century Golden Flower Bell Tower Store reached 2.99 billion, 1.1 billion and 1.01 billion respectively. In contrast, the Nanmen business district has a weak momentum, with the best performance of Wangfujing Department Store only 780 million. However, some industry insiders believe that the passenger flow and brands brought by Xi'an SKP will drive the development of Nanmen business district and gradually integrate with the Zhonglou business district. This is not a prediction of "loving the new and getting tired of the old style", but a recognition of the strength of the SKP series.
On April 19, 2007, Beijing SKP's predecessor, Xinguang Tiandi , was completed at the Huamao Center on Dawang Road, Beijing. Beijing Hualian Group and Taiwan Xinguang Mitsukoshi Group each hold 50% of the shares. Since 2011, Beijing SKP has been the most profitable department store in China, with sales reaching 12.5 billion in 2017, ranking second in the world after Harrods, London.
and Beijing SKP are both Beijing Hualian Group. It is the group's second SKP project. From the perspective of layout, Xi'an SKP has not lowered its level because it is open in a more inland area, and still chooses a brand matrix mainly based on luxury.
Among more than 1,300 brands, Louis Vuitton, Gucci, Givenchy, Céline, Dior, Prada, Miu Miu, Hermes, Balenciaga, Valentino, Tom Ford, Marni and Loro Piana are the main force, among which about 600 brands have entered Xi'an for the first time. The
situation is bigger than when Beijing SKP opened in 2007. At that time, Beijing SKP introduced 938 brands, 40% of which were the first time it entered the Beijing market. After the opening of
, Xi'an SKP and the American fashion media WWD (Women's Clothing Daily) jointly held the second global fashion forum in the Asia-Pacific region. More than 250 heavyweight fashion industry insiders were invited to discuss luxury goods and retail strategies, including Patrizio Bertelli, CEO of Prada Group, Sidney Toledano, Chairman and CEO of LVMH Fashion Group, Geoffroy de la Bourdonnaye, Global President of Chloe, Diego Della Valle, Chairman and CEO of Tod's, to participate. Many of them also came to Xi'an for the first time. After their brand entered Xi'an SKP, they paid attention to this inland Chinese city.
For Xi'an, which has always been based on ancient cities, culture and tourism, this is the first time it has attracted much attention for its "fashion". At the same time, people also had doubts - why is Hualian Group willing to choose SKP's first stop in the economically underdeveloped Northwest region? Can Xi'an's consumption strength afford such a luxurious department store?
During the day, Xi'an SKP is black all over, with only the first floor with a golden exterior wall.At night, the golden lights are drawn and decorated by the building, and the pink "Xi'an SKP" logo that jumps out of the building has a young visual impression. Xi'an SKP has a construction area of 260,000 square meters. Currently, the first underground floor to the thirteenth above ground floor is open, and it is divided into two halls A and B based on women's and men's products. The corridors of the A and B halls on the first floor are used to open pop-up stores, hold events, hold exhibitions, etc. If you go shopping recently, you will see Prada's "Silver Train" parked here. This pop-up store ended on June 10 displays women's bags and accessories.
Xi'an SKP is the same as Beijing SKP in layout and display, and is divided according to product categories, and the different categories of each brand will be displayed separately in different stores. For example, Prada's men's clothing, women's clothing and shoes are divided into three stores. Miu Miu, which also belongs to the Prada Group, has a comprehensive store of ready-to-wear, accessories and shoes in Xi'an SKP, and also has a specialized shoe store. The group's Church’s is divided into two stores according to men's and women's clothing. In this way, Prada Group has a total of 7 stores in Xi'an SKP. The men's watch area on the first floor of the
B Pavilion adopts the same "cloud-style" design as Beijing SKP, and the beauty area is also gathered together in a market form. This display model is more holistic, but under the unified planning of the owner, the brand will inevitably lose some autonomy. In addition to the interior decoration, Beijing SKP's buyer store SKP SELECT, home buyer store SKP SELECT HOME, book and cultural and creative product collection store RENDEZ-VOUS, and high-end supermarket BHG Market Place, have also been copied to Xi'an SKP, and SKP's fashion magazine SKP Magazine, which was hired by foreign media teams, will also be released in Xi'an. In order to ensure the operational level of Xi'an SKP from the inside out, many of the work of this opening were basically completed by the Beijing SKP team.
It can be said that Beijing SKP is like a benchmark for Xi'an SKP. In April 2015, Beijing Xinguang World was renamed Beijing SKP as Taiwan's Shin Kong Mitsukoshi withdrew from the project. SKP is the abbreviation of Shin Kong Place and was operated by Beijing Hualian Group. Since then, Beijing SKP has begun adjustments to business formats including category layout and business model.
During that period, Chinese shopping centers had experienced four stages: traditional department stores, foreign-funded shopping malls, new shopping centers, and one-stop shopping centers, and entered the retail era with "self-realization" as the standard. This stage focuses more on consumers' spiritual needs, more creative operations and marketing, and expanding from monotonous traditional product categories to lifestyle categories. First-tier city malls such as Shanghai K11, Shanghai Daning International Commercial Plaza, Beijing Fangcaodi, and Beijing Chaoyang Joy City are all top brands in the transformation of the new era.
's transformation to "direct procurement" is a major sign of the innovation period. The direct-operated procurement model is a procurement method used by most domestic and foreign multi-brand buyers and department stores such as Lane Crawford, I.T, and Galeries Lafayette. The buyer team of the purchaser places orders through wholesale channels of brands and sales agents based on their own positioning and sales plans, and plans sales on their own and bears the profit and loss. In 2014, Beijing SKP began to recruit retail and procurement teams, and recruited talents in related positions including buyers, visual display, retail operations, etc., and formed a self-operated buyer store SKP SELECT.
In October 2017, SKP SELECT expanded its category to the home furnishing field, and SKP HOME SELECT, which has gathered European brands such as Roberto Cavalli, Versace Home, Etro Hom, etc., officially opened. In November of the same year, a new SKP RENDEZ-VOUS leisure space integrating bookstores, borderless cuisine, good things for life, art exhibitions and cultural salons was opened.
After the completion of Xi'an SKP, the brands directly purchased will be synchronized with Beijing and will be replaced regularly. According to staff from Xi'an SKP HOME SELECT, there are about 50 brands in the store and they are replaced every six months.
Retail market researcher Liu Kaiyun once said in an interview with Interface that SKP joins buyer products and expands the brand scope of franchise, which is nothing more than trying to go further in the future.
is already in extremely fierce competition in the department store retail field. The Institute of Finance and Economics Strategy of the Chinese Academy of Social Sciences pointed out in a report released in 2016 that by 2025, there will be 7,000 shopping malls completed and opened, and by then more than 10,000 shopping malls will be available in mainland China.Under the law of survival of the fittest, one-third of China's commodity trading market will be eliminated by 2021, one-third will be transformed into an experiential shopping mall with both wholesale and retail, and one-third will successfully connect online and offline. In the fierce competitive environment, only malls that dare to break away from the traditional department store retail model can not be eliminated.
Rich people in northern Shaanxi
However, it seems that as Beijing SKP's first stop in another place, Xi'an does not yet have this kind of experience advantage of breaking away from tradition compared to coastal developed cities such as Shanghai and Shenzhen. But according to Beijing SKP, the entry into Xi'an is because of its forward-looking nature. This ancient city has a profound cultural heritage, a unique geographical advantage of connecting the east and west and connecting the north and south, and at the same time it has the inclusiveness of the multicultural culture.
It should be noted that the expansion of commercial real estate is sometimes not a purely market-oriented behavior, and it is greatly affected by regulation. In fact, the expansion route of the SKP project is based on the "Belt and Road" strategy - Xi'an, as the starting point of the "Silk Road", naturally becomes the first choice. The resources in transportation, commerce and internationalization brought by policies will be supported from the policy level, becoming a bargaining weight for Xi'an to attract international brands in the future.
After the "Belt and Road" initiative was proposed, Xi'an built an international port area, the "Chang'an" international freight train has also started transportation, and the Xinzhu Comprehensive Logistics Center is about to be completed. These transportation resources have consolidated Xi'an's core position in the Guanzhong urban agglomeration, made local logistics more international, and made cross-border trade more convenient.
In terms of business, the Shaanxi Free Trade Pilot Zone was officially listed in Xi'an in April 2017, providing more preferential economic and trade policies for the local area, and providing more freedom for corporate operations, logistics, financial foreign exchange, etc.
Lin Jing, director of the West China Shopping Department of Savills, a real estate consultant, told Interface News that whether there is a certain degree of mature foreign-invested developers to settle in is an important indicator to measure the degree of openness of a market. It can be seen that in order to increase the entry of foreign-invested enterprises, the Xi'an Municipal Government established the Xi'an Investment Cooperation Committee in July 2017 to launch the "large investment promotion" model.
Xi'an SKP is a key investment project for Xi'an Beilin District. It is an important part of the local government's accelerated construction of an international metropolis for the cooperation and exchanges between the national central cities and Asia-Europe, and created a trillion-level modern service industry. Therefore, before and after the launch of the Xi'an SKP project, the Xi'an Beilin District Committee and District Government paid close attention throughout the process and provided support and helped solve problems in the industrial promotion project.
The next stop after Xi'an is Yunnan, a radiation center for South Asia and Southeast Asia in the "Belt and Road" of the "Belt and Road" - Kunming SKP is planned to open in 2020.
Lin Jing believes that in addition to the dividends of the "Belt and Road" policy that allow SKP to see the space for Xi'an to develop in the future, another reason for being attracted is that the local area has great potential for consumption strength. "Although Xi'an's retail market is still immature, it has a certain degree of consumer and ability to radiate to the entire northwest region."
In 2018, Xi'an was also rated as a new first-tier city by the "2018 Urban Business Charm Ranking" released by the First Financial Institute of New First-tier Cities, ranking fifth. Xi'an also wants to use this to do more talent reserves. In the "snatching people" in various cities, there are colleges and universities such as Xi'an Jiaotong University , Xi'an University of Technology , and Xi'an University of Electronic Science and Technology . Xi'an University of Electronic Science and Technology . According to statistics, as of May 14 this year, Xi'an has attracted 400,000 people to settle down, of which 65% of them have been settled in education and talent introduction.
Lin Jing said that the most critical element in the basis of any retail behavior is people, and consumers are the foundation of all retail activities and the development of the retail industry. According to the plan of the Xi'an Municipal Government, by the end of 2020, the population target of Xi'an's main urban area will be 10 million and the population in the region will reach 15 million, which means that the population of Xi'an City will increase by one million in the next three years. "Whoever can attract enough target consumers in the future can occupy an advantage in the retail market," said Lin Jing. Therefore, whether it is increasing urban residents, attracting new consumers, or the battle for talent that can benefit "cultivate stable consumers", Xi'an is working hard.
On Zhihu, a Xi'an man named the Guardian of Crypto recalled the appearance of the Nanmen business district in the past. "When I was a child, the south gate was still a vegetable market and a stinking moat under the broken city wall. Now that the city wall has been repaired, the moat has been clean, and there is also a subway. The famous brand shops are all luxurious and exciting."
Xi'an girl Yang Jing feels that most of the people with high consumption power in Shaanxi are from northern Shaanxi. "I think the salary level in Xi'an is not very good, which directly leads to not being very brave to buy expensive things." Although her friend Lucy does not think that only people in northern Shaanxi are rich, she has heard this statement many times: "Many people in northern Shaanxi are buying luxury goods, but they only like to buy expensive ones. It seems that they can be superior to others by bringing an LV bag."
"People in northern Shaanxi = rich" is not without basis.
The rich mineral resources in the northwest region have created many high-income people in the mineral industry. In the 5 cities of Yulin City, each square kilometer of land has an underground wealth of 1 billion yuan, and the potential value of mineral resources exceeds 46 trillion yuan, accounting for one-third of the country. The "China Private Capital Investment Research Report" released by the Policy Research Center of the Ministry of Gaohe Investment, Housing and Urban-Rural Development in 2012 stated that it is conservatively estimated that the population of Shenmu and Fugu in two top 100 counties in Yulin has a total population of 710,000. Among them, the number of wealthy people with assets of over 100 million yuan in Shenmu County can reach 2,000, and the level of wealthy people with assets of over 100 million yuan in Yulin City is equivalent. And many of them are shopping in Xi'an.
"These groups are high net worth consumers, and their source characteristics determine the low frequency and high customer unit price characteristics of luxury goods consumption in the entire market." Lin Jing said.
However, in the past many years, most luxury consumers in Shaanxi have been keen on pursuing logo products.
Tencent Daqin.com once published a report in 2011 "Consumers only recognize big-name LOGOs, and most luxury goods are unwilling to enter Xi'an". Li Dong, a fashion industry interviewer in the article, said: "The local consumption of luxury goods in Xi'an is still at the stage of brand awareness. We buy brands, not design concepts, not fashion sense. This can also explain why LV things sell well in Xi'an, while Prada, which has a strong sense of design, cannot sell them." Zhou Zhou said that in the luxury brand stores in Xi'an, there are usually only basic and old models, and new models cannot be bought.
Lin Jing believes: "For the existing Xi'an market, luxury goods and mid- and low-end brands perform the best, and mid- and low-end brands are lacking in mid-range consumption, which also reflects from a certain extent that the number of middle-class people in Xi'an has not reached a certain scale."
Historical reasons have affected Xi'an's first impression of high-end shopping malls like SKP to a certain extent. Most people think that "Xi'an SKP= is very expensive." And SKP may not just want to convey that.
Most local consumers are currently at the stage of familiarity with each other with the new shopping malls. Yang Jing was full of expectations before the opening of SKP in Xi'an. In the words of her boyfriend Wang Chen, she is a person who "has a very thorough understanding of luxury goods." However, Yang Jinggang has not been working for a long time and usually consumes fast fashion and light luxury brands. She is more concerned about the lifestyle configurations in Xi'an SKP. In her eyes, Wang Chen is a person who is not interested in luxury goods at all. "When we go to IKEA, he will do a ride-sharing order. Although he has financial strength, he just doesn't like to buy luxury goods, and he doesn't know many brands in SKP."
The only thing they reached an agreement was that they also wanted to wait and see SKP. "I think in Xi'an, those who know about luxury goods are young people who have gone abroad or are enthusiastic about the industry. Most people are not enthusiastic about luxury goods and fashion." Yang Jing has no information yet, and Wang Chen also feels that the purchasing power of most locals is not enough to match luxury goods consumption. Although Lucy, who usually drives a Porsche at work, is a benchmark for Xi'an SKP, in her opinion, skp's road in Xi'an may not be that easy to walk, "the price limits the scope of consumption."
This means that luxury brands and luxury shopping centers still need to provide a lot of education in the Xi'an market to reverse the inherent perception of the public.Since mid-April, Xi'an SKP has introduced the luxury brands that have settled in on WeChat public accounts one by one, and it has not been introduced until today. Weibo netizen doubledouble_six said: "Although I can't afford it, I feel so happy." Some netizens joked that the opening theme "starting the golden journey" was "starting the money journey", and added that "there is an additional reason to work hard."
In fact, the popularity of the new SKP store in Xi'an is already quite good. Before closing at night, many people stayed in stores such as Tiffany and Gentle Monster. Most consumers also wore luxury brands, which cannot be seen in neighbors Century Golden Flower and Wangfujing Department Store. In fact, in 2017, the per capita disposable income in Xi'an was not much lower than that in Chengdu, where luxury goods were gathered in the next door. According to data from the National Bureau of Statistics, in 2017, the per capita disposable income of residents in Xi'an was 32,597 yuan, an increase of 8.5% during the same period; the per capita disposable income of residents in Chengdu was 33,217 yuan, an increase of 9.0% year-on-year.
It can be seen that people in Xi'an did not treat themselves badly when buying.
The western market should not be separated from view
, but in the high-end retail atmosphere of the entire city, high-end shopping malls are just in the early stage of Xi'an, which is just in its infancy, cannot talk about "achievements" at this stage.
is ranked first in the new first-tier list and the new middle-class net inflow cities. For Xi'an, Chengdu is like it is AO in the workplace (Always Occupied always occupies a place). When comparing the total retail sales of consumer goods in Xi'an and Chengdu, Chengdu is much higher than that of Xi'an. In 2017, the total retail sales of consumer goods in Xi'an recorded 432.951 billion yuan, while the data in Chengdu was 640.35 billion yuan. Chengdu's GDP in 2017 was nearly 1390 billion yuan, while Xi'an just exceeded 700 billion yuan, a difference of nearly twice.
Chengdu relied on the completion of Chengdu Ocean Taikoo Li in 2014 and has reached a new stage of transformation into neighborhood commercial real estate. Ocean Taikoo Li has opened up an open pedestrian space around Daci Temple. It has changed Chengdu's retail format for decades from Chengdu IFS, which is only one street away and is open in the same year. After that, the reborn Chunxi Road also became a common destination for tourists from nearby provinces and cities.
With the opening of the "Xicheng High-speed Railway", residents of the two places went to each other's hometown to eat hot pot and beer, and ate the "Sanqin Package" with Roujiamo, Bingfeng and Liangpi, which took 3 or 4 hours, which opened up a shortcut for the two places in consumption and tourism.
For Xi'an consumers, this is another opportunity to seek advantages from outside and novel retail properties, which also forces Xi'an's consumer market to continue to upgrade. This means that the retail environment in the entire western region should not be viewed in a fragmented manner.
From this perspective, although Xi'an is a little later, the influx of many new properties has also promoted changes in the local retail landscape. Kaiyuan Shopping Mall, Minsheng Department Store and Century Golden Flower were originally the three major department store giants in Xi'an. After it was built one after another in the 1990s, it has been a must-visit place for Xi'an people to buy "high-end goods".
Lin Jing believes that as commercial projects such as SKP and Vientiane City enter the market one by one, it will also stimulate the upgrading and adjustment of local developers to a certain extent, so as to comprehensively evolve a new retail model suitable for the local market and local consumers' habits. The original local developer projects' absolute strong monopoly position in luxury market consumption will also be affected by these new projects, and the market share will gradually be dispersed into various projects. In the future, with the opening of commercial projects such as Joy City and Oceanwide in the future, more different types of consumer demands can be met, and the market will show more diversity.
In addition, Xi'an's retail pattern, mainly based on local traditional department stores, has been broken, which is also related to the development of emerging urban areas and the continuous increase in urban population. Several original centralized central business districts are gradually developing and evolving into community businesses that can meet the development of new regions.
"Especially, the trend of vertical development to the south and north is obvious," Lin Jing said. "These are closely related to the skeleton of urban planning, industrial development layout and population introduction." To the north, it refers to the Xi'an city north business district; to the south, it is the constantly upgraded Qujiang and high-tech business district.Especially the high-tech business districts dominated by electronic technology are a powerful engine for adjusting and upgrading the industry for Xi'an, which is mainly based on the tertiary industry.
Lucy also clearly felt this: "The East Street business district is already lonely, and Xi'an is gradually forming small business districts to meet the consumption needs of surrounding residents."
In addition to community shopping centers, Xi'an is still relatively scarce in buyer stores. Lin Jing said that before SKP opened, Xi'an's retail industry's brand composition and performance were still dominated by brands with high popularity and recognition. In mid-to-high-end retail formats like some cities in Chengdu, international designer brands and buyer collection stores have become an important part. Lane Crawford, Hug, and Tom Brown, which cooperated with Shanghai Buyer Store Tongliang, have entered the Chengdu market one after another, and are concentrated in and around Chengdu IFS and Ocean Taikoo Li.
"High-end designer brands or new international brands entering the market are relatively cautious in entering the market, and their performance is far lower than that of mass luxury brands." Lin Jing said. Moreover, in the past, many luxury brands did not choose to open stores directly when entering the Xi'an market, but chose to cooperate with agents or hosting providers with more local resources.
Therefore, compared with the wealthy luxury brands, being selected by these privately operated buyers is considered to be stamping the seal for "fashion". Because they usually have greater financial pressure and need to choose cities that have begun to have fashionable retail scale as their destination, they are more picky in their eyes. Play Lounge, a buyer store founded in Beijing, also came to Xi'an with SKP this time. Currently, buyer stores entering the Xi'an market mainly sell large international brands, and there are fewer buyer stores that provide new designer brands. In Xi'an SKP, the products displayed by Play Lounge are high-end lines, with the theme of "PLAY GALLERY", and the works of international photographic artists and some art installations are added to the store design. Most of the brands displayed have entered the Xi'an market for the first time, with an average average customer unit price of around 3,000 yuan in spring and summer. Chen Chen, the head of the Xi'an store at
Play Lounge, said: "We are optimistic about the future development of Xi'an and believe in the operational capabilities of skp."
He also said that fashion is increasingly emphasizing the integration with culture, which is also the direction that Xi'an can develop.
Is Xi'an's strong local culture diverged from luxury culture?
But what is interesting is that the local culture in Xi'an is really different from the mainstream fashion aesthetics of Western style. Lin Jing's view, as a city with very rich tourism resources, in Xi'an, which mainly has historical, cultural and historical sites, the development of the tourism industry cannot have an absolute direct positive effect on the development of the luxury goods market.
In fact, Xi'an's unexpected popularity on Douyin reflects the grassroots attributes of its culture to a certain extent.
In addition to the song "The Song of Xi'an People" mentioned at the beginning of the article, the last time people paid so much attention to Xi'an might be the "The Scream of Huayin" sung by Tan Weiwei and several Shaanxi Huayin heirs on the 2016 Spring Festival Gala. Most of his singing styles follow the high, rough and bold feeling of Qin Opera. Unrestrainedly playing with the musical instruments in his hands, waving the wooden bench with rhythm and emotions, wearing the simplest black cloth shoes and cotton hexagrams, the original ecological culture of Shaanxi allows people to see the classic image and personality of the Northwest people - self-confidence, straightforwardness, pride, and also reminds people of the free and easy " Xintianyou " nurtured by Loess High Slope .
Cui Jian commented on this song as "textbook-level Chinese rock music". In fact, Xi'an is indeed the cradle of Chinese rock musicians. As early as the 1980s, rock music leaders such as Zheng Jun , Zhang Chu and Xu Wei appeared. Zheng Jun once sang in " Chang'an Chang'an ": "I am born sad, but you make me strong." The Xi'an Film Studio , commonly known as "Xi'an Film Studio", has also provided many outstanding talents such as Zhang Yimou and Chen Kaige to the Chinese film and television industry, as well as works such as "Red Sorghum", "Farewell My Concubine", "Living", etc. These all show that Xi'an's "trend" is down-to-earth.
The long history laid the popular foundation of Xi'an culture and also sculpted the character of the locals."Traditional local old Shaanxi people are easy to satisfy, and they are not particularly pursuing and innovation. There is a lack of something bold, innovative and motivated in their bones. I think this way of dealing with the world is also a reason for the slow development of Xi'an. Of course, relatively speaking, Xi'an's life and work pace is relatively slow, and this is a good choice for those who cannot adapt to life in first-tier cities." Lucy said.
The "pursuing stability" of Shaanxi people may come from the innate sense of security in Guanzhong. Qinling The superior geographical form has provided the Sanqin people with a comfortable and safe living environment since ancient times. When humans began to explore marine civilization, the southeastern coastal areas of China began to seek a way out with their geographical advantages. Xi'an, as an inland city, had to face economic recession.
Wang Shulan, chairman of the Shaanxi Psychological Society, believes that the gap in development has caused a huge psychological contrast to the locals, but they are unwilling to let go of their noble kingly demeanor. But this kind of "arrogance" is often humorous and optimistic, and the most intuitive way to reflect it is to be in the local dialect. Its concise and straightforwardness sometimes makes Shaanxi dialect a "funny responsibility". This can be seen from the most popular sitcom in China ten years ago, " Wulin Wai Chuan " that the Guanzhong dialect spoken by the heroine Tong Zhanggui and "Shaanpu", which are simple and easy to understand, can also add "laughing fruit" in time.
However, it is this unpretentious style that attracts contemporary young people. After Xi'an, which won the bid for the "Internet celebrity economy", became popular on Douyin, it immediately struck while the iron was hot and signed a cooperation with Douyin. On April 19, the Xi'an Tourism Development Committee and Douyin signed the "Xi'an X Douyin" cooperation plan, as the first stop of Douyin's DOUTRAVEL city cooperation, allowing users to record their journeys, obtain strategies, and play with Xi'an through Douyin.
From now on, some people began to call Xi'an a "punk" city, and its multifaceted nature was gradually discovered. As the channels of luxury goods sink and the attributes of social media deepen, it is hard to say that the high-end brand culture that used to be with its body will not be replaced in order to adapt to the market environment.
What's more, the "slow" travel cities also have many typical cases of successful high-end retail at home and abroad, such as Sanya and Bangkok. It has to be said that the development of the tourism industry can still bring more foreign consumers to the city to a certain extent.
Whether the luxury consumer market can really continue to make efforts depends more on the base of high-end consumers radiated by the city, as well as the existing policies and property conditions.
