"The BOX Facing Outside | Youth Force Center" finally opened recently. This is the highlight of the upgrading of Beijing Chaowai Business District. The mall is jointly built by Kuntai Group and URF Yingzhan · Younger Power Consumer Group. The latter's most well-known project is Shanghai "TX Huaihai | Younger Power Center".
This is also the reason why "The BOX faces outward" is highly expected. According to the investment promotion progress disclosed at present, "The Box Facing Outside" will introduce the first Niaoya Bookstore in Beijing, and cooperate with NBA HOOP PARK, a brand of NBA, to open the first "first store" projects in Beijing, such as the first outdoor light basketball court. In the future, it will transform to a more comprehensive art, culture and entertainment complex.
Although it is a weekday, when the interface fashion visited, it found that many young consumers still come here. However, at present, only some stores on the first floor and the basement of the "The Box Facing Outside" have opened, covering brands such as BAD MARKET and Grid Coffee. The shopping mall is still in the final decoration stage before its full opening.
The image presented here will also affect consumers' views on "The BOX is outward". "I came here because I heard about the operation of the TX Huaihai team, but I didn't see a new store with special surprises." A consumer said to the interface fashion. Some consumers also said that they would not consider visiting "The Box Facing Outside" until it is fully opened.
Judging from the decoration pattern that has been completed so far, "The Box Facing Outside" follows the style of "rough room" favored by many online stores in recent years. The advantage is that it can form a difference from traditional shopping malls and punch in friendly, but the open space atmosphere will also add difficulty to subsequent operations.
Even those stores that have already opened show the panic in details - there are no ironed clothes piled on the packaging bags and hangers in the corner. However, the mall still does its best to highlight the young image, such as the electronic background music like a nightclub and the color changing LED screen full of atrium.
It is not difficult to see that "The Box Facing the Outside" tries its best to cater to the consumption preferences of young people in terms of concept and investment attraction, and it carries the task of testing the water for accelerating the transformation of the Chaowai business circle into a younger business circle.
Similar to the transformation of Beijing business districts such as Gongzhufen, Xidan and Wangfujing, Chaowai business district is also experiencing the problem of aging image. But compared with the golden age when other business districts were still famous, Chaowai business district has been lonely for a longer time. It is located between the East Second Ring Road and the Third Ring Road, close to the International Trade CBD, and not far from Sanlitun.
This is the embarrassment of Chaowai business circle. There are many office buildings here, and there is no shortage of high-end white-collar consumers; Surrounded by the embassy area, there should be an international business atmosphere. However, due to the close distance between Chaowai Business District and the surrounding powerful business districts, Chaowai Business District finally fell into the situation of devoid of people.
The whole business district has not never tried to transform in the past. The World Trade Plaza and Qiaofu Fangcao are representative shopping centers for a period of time. However, with the change of consumers' preferences and the change of mall operation strategies, the World Trade Tianjie has fallen into a dilemma, and the "art+commerce" positioning of Qiaofu Fangcao cannot hide the current deficiencies in investment attraction.
More importantly, these popular malls in their respective times did not really form the overall concept of "Chaowai Business Circle", which made it difficult for them to take the whole business circle with them at the peak of popularity, while they were in decline when going downhill. Many ambitious projects at the time of opening ended up as community stores serving surrounding communities and white-collar workers, which could not attract many consumers from other regions.
Perhaps it is the realization of the layout problems existing in the whole business district in the past. This time, it is extended from the opening of "The BOX Facing Outside", and the concept of "Beijing Characteristic UIC (Urban Dynamic Innovation Center) Area". It is no longer just a mall, but the whole Chaowai area will be adjusted and upgraded.
However, it is still a problem how to distinguish the Chaowai business district from the more powerful neighboring business district. Guomao and Sanlitun are already representatives of Beijing's luxury business and young fashion business. Unlike these two business districts, Chaowai Business District has office buildings, but there are more old residential buildings and courtyards. This will also be a challenge to upgrade the overall business type.
At present, in addition to the "The Box Facing Outside", the Blue Island Shopping Center, which is also located in the Chaowai Business District, is also under renovation. The nearby Dongdaqiao Station of Line 6 will become the transfer station of Line 17, Line 22 and Line 28 in the future, which may bring more consumers outside Chaowai Business District.
