Come out of Exit B1 of Wukesong Station of Beijing Metro Line 1, walk along the passage, and you will soon enter Huaxi LIVE·Wukesong . As far as the eye can see, in addition to various fashionable restaurants, Internet celebrity bars, trendy desserts and other shops, there are also many medium, small and micro venues where culture, art and technology are intertwined and the forms are rich and colorful.
"I remember when I was a kid, I could only eat fast food like McDonald's or KFC when I was a kid. There were very few choices. It's different now. I often go to Huaxi LIVE·Wukesong with my friends. We would go to the bar to have dinner in the evening, and occasionally we could arrange a game of script killing or an escape room.”
Xiaowen was born in 1995 and moved to a community near Wukesong more than ten years ago. As a new generation who has experienced the rapid development and changes of Beijing's business district, he has witnessed the "monotonous and scarce" period of Huaxi LIVE·Wukesong, and has also witnessed the rise of the business district's vitality and its emergence as a base for Beijing's "new nightlife" .
Today, Huaxi LIVE·Wukesong is being regarded as a trendy place by more and more young people, including Xiaowen. Enter the keyword "Huaxi LIVE·Wukesong" in Xiaohongshu or Meituan , and the search results are over 10,000, including "Trendy internet celebrity check-in place", "6 hours of fun", "Shopping and eating all in one" and "Holy place for film production" "The city that never sleeps in West Beijing" are all high-frequency words.
Today, Huaxi LIVE·Wukesong is being regarded as a trendy place by more and more young people, including Xiaowen.
The "elephant dancing" in a business district not only brings experience in exploring business models, but also is endowed with more connotations of the times. The "liveliness" of Huaxi LIVE·Wukesong represents young people's yearning for a better life. It also reflects that at a time when the economic situation is constantly evolving and consumption habits are accelerating, urban business districts are driving the city's " night economy "It is a huge energy in the process of developing and stimulating the diversified consumption cycle.
Breaking the "island" layout of sports venues
In 2008, the Wukesong Cultural and Sports Center covering an area of 52 hectares was invested and built by Huaxi International Investment Group Co., Ltd. as a training and training center for the Beijing Olympics basketball and baseball projects. Competition venues. Subsequently, the Wukesong Gymnasium training hall (now M Space) was renovated and began to host various performances and activities. In 2014, Wukesong Stadium renovated the south square covering an area of more than 70,000 square meters and opened it to the public.
"Large-scale cultural and sports public buildings have a strong gathering force of people, and the same is true for the Wukesong venue group, which has wonderful performances and event resources." Kang Junchao, general manager of Huaxi LIVE·Wukesong Commercial Promotion, said in an interview with A reporter from the Beijing News said in an interview that the "isolated island" layout of sports venues is difficult to To allow the gathered crowds to stay after watching performances and games, "To further develop the venue, the supporting facilities also need to be improved."
Kang Junchao said that according to the original plan of Huaxi Group, the original Beijing Olympic Baseball Stadium will be used as a five-star stadium. The second phase of the Kesong Cultural and Sports Center will build various commercial facilities matching the venue. "After the initial successful operation of the venue, after various investigations and studies, Huaxi Group decided to build a commercial center here that is different from ordinary commercial buildings and integrates sports, catering, culture, leisure and entertainment - Huaxi LIVE·Wuke Song Commercial District. ”
In April 2017, Huaxi LIVE·Wukesong opened, with a large event plaza in the middle, gathering more than a hundred fashionable brands, various dining styles, and various cultural experiences. Many bars, Live house and sports brand flagship store Xiangyou’s fashionable and characteristic immersive interactive experience format.
Exit from Exit B1 of Wukesong Station on Beijing Metro Line 1, walk along the passage, and you will soon enter Huaxi LIVE·Wukesong.
provides "5-hour urban life circle"
Ms. Wang works near Wukesong. "At the beginning of 2017, I got on the subway from Guomao Station and got off at Wukesong Station . As soon as I got out of the subway station, I It's obvious that the atmosphere of the business district here in Wukesong is very different from that in the east. It feels like it's been a few years behind compared to the east."She said, "At that time, my colleagues working in Wukesong had nowhere to go and could only go for a walk in the nearby street garden. At that time, some colleagues complained that young people in the east of Beijing could go shopping, eat desserts, and get manicures during their lunch break, but how could the lives of young people in the west be so "poor". "
With the opening of Huaxi LIVE·Wukesong, Ms. Wang's view of the Wukesong business district has changed. "There are an increasing number of restaurants and beauty and nail salons, and you can get there directly from the subway station." Shopping mall, very convenient. "
Huaxi LIVE·Wukesong has proposed the concept of creating a "5-hour urban life circle", which allows consumers to stay for more than 5 hours every time they go to Huaxi LIVE·Wukesong. Kang Junchao said that in Not only can you have ample shopping experience here, but you can also enjoy other consumer experience items, such as watching concerts, sports, exhibitions, learning, beauty treatments, etc. "Currently, we have not only provided consumers with a '5-hour urban life circle'. , it can even reach 8 hours or even 12 hours. ”
Ignite the night economy in the West Beijing Business District
2019 is known as the “First Year of the Night Economy in Chinese Cities”, and many cities have begun to target this new track - from the main body of participants "people", to related industries, and then to the basics Facilities and high-quality "night economy" have become an important force in extending the consumption chain in terms of time and scene and promoting economic prosperity.
"For a long time in the past, nightlife seemed to be only a patent for the eastern business district of Beijing, and almost exclusively in the west of the capital. is missing. "Kang Junchao said that it was not until the opening of Huaxi LIVE Wukesong that this situation was gradually broken.
Under normal circumstances, consumers at night pay more attention to experiential services and consume relatively less. "Our business district is focusing on atmosphere creation. A lot of effort has been put into it, such as lighting. At night, the entire commercial area is filled with neon lights and brilliant lights. When consumers come here, they will feel that the entire neighborhood is very beautiful. "How to allow customers to get more experiences and enjoy better services in a limited time is a question that major commercial complexes are currently thinking about. In the past five years, Huaxi LIVE has continued to explore the "night economy" The key to prosperity, the nickname "Western Beijing City that never sleeps" gradually became known. According to Kang Junchao, since then. Since its opening, Huaxi LIVE Wukesong’s nighttime consumption has continued to grow. “Generally, the business hours of traditional shopping malls are fixed from 10 a.m. to 10 p.m., while Huaxi LIVE Wukesong starts business at 10 a.m. Limiting the closing time of merchants gives consumers more time to choose here. "
After the promulgation of "Beijing's Measures to Further Prosper the Nighttime Economy and Promote Consumption Growth" in 2019, Huaxi LIVE Wukesong responded to the deployment of Haidian District and launched a "late night canteen", and the business hours of catering and bar shops were extended to Very early in the morning Until later. The prosperity of the night economy has promoted the overall performance growth of the mall. “Huaxi LIVE·Wukesong Commercial District has experienced considerable growth in consumption and passenger flow. Monthly sales increased by 30% year-on-year, and passenger flow increased by 40% year-on-year. , the sales of bars, traditional Beijing restaurants, and leisure and entertainment merchants have all increased significantly. "
Immersive experience "turns fans" among young people
Diversity, trendiness, and pursuit of sensory experience are the labels given to this generation of young people by the outside world." Huaxi LIVE·Wukesong creates dynamic fashion for young people under the age of 35 A gathering place and a place to experience new lifestyles. We are committed to building a new experience center for culture and art, cultural creativity, cultural entertainment, culture and sports, and cultural education, so that people can personally feel the ultimate experience brought by this new lifestyle and experience art + life. ”
VR experience hall, escape room, MAOLIVEHOUSE, Mobile Maze Script Killer, Long Vine Ghost School, hip-hop baggage shop, extreme sports venue, e-sports experience hall... Kang Junchao listed a series of immersive experience brands, here are some examples We have organized many high-quality activities with immersive interactive experience mainly for young people, attracted many large-scale IPs to settle in the business process, and created Hi-Art Festival, Beer Carnival, Hi-Splashing Festival, HI-ICE Ice Park, etc. A very unique independent IP. At night, there are many street performers in the neighborhood performing for free.Kang Junchao said that this can create a zero-distance interactive atmosphere for consumers, and will continue to deepen the "immersive interactive experience" of the business district in the future.
Huaxi LIVE·Wukesong Business District.
"Haidian District is an important technology, culture, education and business district in the west of Beijing. Compared with the eastern region, the development of commercial life has lagged behind, mainly due to the lack of characteristic culture, leisure, entertainment and commercial gathering places. On the one hand, It cannot meet the needs of regional business development. On the other hand, there is also a large amount of consumption outflow," Kang Junchao accepted. A reporter from the Beijing News said in an interview that the completion of Huaxi LIVE Wukesong Business District has filled the gap in this area, not only satisfying the daily catering and entertainment needs of the people watching games and performances at Wukesong Stadium, surrounding enterprises and institutions, and residents. and leisure consumption needs, it has also become a boutique dining and entertainment space, leisure and relaxation space, gathering and entertainment space and business communication space in western Beijing.
"Our target customers are constantly growing up. New target customers such as Generation Z (people born between 1995 and 2010) have completely different consumer needs from Generation Y (people born between 1980 and 1995). Their needs are becoming faster and more complex, and we are the ones who meet them Fang, we must continue to innovate. This process is very interesting. We found that contemporary young people no longer blindly pursue brands and prices. They pay more attention to content connotation and the social functions of consumption projects, which can better reflect the importance of experience. , young people are no longer limited to 'online dating', offline social networking is the big trend."
Beijing News reporter. Written by Zheng Mingzhu and photographed by
Editor Wang Lin Proofread by Liu Baoqing
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