During the holidays, Changsha's "May Day Business District" is very popular. Picture provided by Publicity Department of Tianxin District Party Committee

Changsha is a city of mountains and rivers, as well as a city of consumption vitality.

Netizens leave messages. Webpage Screenshot

"Changsha should vigorously develop the 'tide economy', tide catering, tide clothing, tide design..." Recently, a netizen left a message to Zhou Haibing, the mayor of Changsha, on the "leadership message board" of People's Daily Online, suggesting that Changsha, a "popular online city", should attract more talents by developing the "tide economy", and accelerate the formation of relevant industrial chains to promote local economic development.

After receiving messages from netizens, Changsha Municipal Bureau of Commerce and other departments replied in a timely manner.

Changsha issued the "Action Plan for Creating an International Consumption Center City (2023-2026)" in April last year. It is mentioned that it will focus on international and domestic high-end brands, optimize the layout of "first store" and develop "first store economy"; Promote the establishment and improvement of new consumer brand cultivation mechanism, support new consumer brands to enter the business circle, business street, business complex, etc., focus on building new consumer brand incubation base, and focus on cultivating a number of new consumer brands; Strengthen the brand construction of "time-honored brands", encourage "time-honored brands" enterprises to create a new consumption scene with national style and national fashion, innovate the business model, and carry out "time-honored brands carnival" activities; Strengthen policy support, include activities such as cultivating the "Chaopin" brand of domestic products, launching the first exhibition of domestic products, and promote the construction of the "Chaopin" brand in Changsha.

Tianxin District, located in the central urban area, is not only the birthplace of Changsha's old commerce and trade, but also the main battlefield of Changsha's new consumer industry development.

As early as 2019, Tianxin District built the first "night economic service center" in the province. In 2022, under the guidance of the Department of Commerce of Hunan Province, Changsha Municipal Bureau of Commerce and the People's Government of Tianxin District jointly launched the establishment of Changsha New Consumption Research Institute. Focusing on the three functional orientations of "industrial research, enterprise consulting, and investment incubation", a special new consumption industry fund was set up to boost industrial development.

Department reply. Webpage Screenshot

With suggestions from netizens, the reporter interviewed Zhang Dandan, president of Changsha New Consumption Research Institute. She believes that "tidal economy" refers to a new consumption economy that conforms to the upgrading trend of consumption demand, uses modern information technology to innovate products and services, innovate consumption scenarios and marketing methods, and pays more attention to meeting consumers' emotional values, cultural values, and social values. It has the characteristics of aesthetic and social new consumption values.

Consumption+science and technology, innovative new mode and new scene of cultural, tourism and consumer integration development. During the May Day holiday this year, Changsha New Consumption Research Institute, together with AR enterprise "XREAL", held a limited time AR experience flash event "Zimei Dreams" at Dufu Jiangge on the bank of the Xiangjiang River. As long as tourists wear AR glasses, they can "travel through time and space" and "write poems" with the poet Du Fu. Through the use of technical means, tourists can improve their "clocking" experience.

Consumption+cultural heritage, and the traditional culture is "exposed". Also during this year's "May Day" holiday, Changsha Central Impression City and Hunan Provincial Museum carried out a "lucky flash" activity "just like Italian civet". The activity takes the image of civet cat in the painted cat pattern lacquer plate, a cultural relic of the Western Han Dynasty, as the main body, reopens the museum in a way that is more popular with young people, and stimulates the vitality of cultural consumption.

"Changsha 'Wuyi Business District', as the core bearing place and the only municipal business center for creating an international consumption center, we adhere to the combination of online and offline, promote the digitalization of commerce and the digital upgrading and transformation of blocks, and aim to build a landmark international business district with deep integration of 'commerce+culture+tourism+technology'." The relevant person in charge of Tianxin District Commerce Bureau said.

As a business district cluster, in recent years, Tianxin District has made great efforts to develop digital consumption, first store economy, new retail and other forms of business, constantly stimulating consumption vitality. In 2023, the whole district will attract 19 new consumer brands, including 15 first stores in Hunan; A total of 18 brands (stores, business cards, blocks) were rated as the night economy demonstration sites in Changsha that year; Six new consumption demonstration scenes of night economy such as Changsha Wangfujing WM Youth Center and Tanzhou Market were added.

In order to further demonstrate the demonstration role of the new consumption industry, the district also organized a new consumption industry demonstration selection last year. A total of 82 new consumption scenes and brands in the district, such as business districts, blocks, enterprises, etc., actively participated in the election, and more than 2 million people voted in seven days, which was very popular.

At present, the annual passenger flow of the "Wuyi Business District" has reached 227 million person times, ranking fifth in the commercial power of the national business district in 2023.

Changsha Taiping Street is full of tourists. Picture provided by Publicity Department of Tianxin District Party Committee

"In Changsha, the two-way rush of city brands and new consumer brands is making the 'New Consumer Xiang Army' a new card to attract countless fans after the 'TV Xiang Army'." Zhang Dandan believes that cultivating new consumer brands is an inevitable choice to meet the upgrading of consumer demand, and consumer innovation can fundamentally promote the commercial prosperity of a city. Maintaining and protecting the consumer innovation ecology is an important driving force for new consumer brands to take root and invest in the long term.

She said that at present, the formed "new consumption city" of Changsha needs systematic guidance and support from policies. From the perspective of industrial chain integration, departmental system coordination, talent structural supply, intellectual property rights protection, financial financing channels, etc., we will further improve and build an industrial development mechanism in top-level design, and continue to support the city's consumption innovation and business momentum.

"In view of the complete domestic manufacturing resources, the rapid growth of local professional managers, and the new ecology built in the mobile Internet era, it is very likely that a number of Chinese leading brands will emerge from the new consumer brand army. In this process, I believe that the 'new consumer Xiang army' will also contribute more power," said Zhang Dandan.

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