With the approaching of the Spring Festival, in order to meet the cultural and entertainment consumption needs of citizens and tourists to welcome the Spring Festival, the city's major business districts have innovatively carried out more than 160 Spring Festival activities with Beijing New Year characteristics to create a festive atmosphere of prosperity, excitement, joy and warmth. More than 80 business districts, such as Chongwenmen Business District, Lufthansa Langang Business District, Qianmen Dashilan, etc., decorated with lanterns and decorations, and enjoyed the blessing of the dragon, giving full play to the spirit of the Spring Festival and the vitality of the business district. Wangfujing Business District, Xidan Financial Street Business District, Sanlitun Business District and CBD Business District launched high-quality art exhibitions, folk music performances and cultural collections to provide more art lovers with integrated consumption scenes. Longfusi Business District, Wukesong Business District and Fengtai Science Park Business District will carry out various forms of Spring Festival promotion activities, such as New Year Market, Manchurian and Manchurian gifts, so that citizens can have a happy and warm Chinese New Year.
1 Wangfujing Business District
The "Golden Street" Wangfujing Business District is located in the core area of the capital and is positioned as a world-class business district with unique cultural charm. During the Spring Festival, a series of cultural and consumption promotion activities such as dragon and lion dances and light and shadow shows will be held to create a festival feast that combines traditional culture with modern fashion for tourists from home and abroad.
First, dragon and lion dances welcome the Spring Festival. On the New Year's Eve and the first day of the first lunar month, important traditional folk cultural activities of the Chinese Spring Festival will be held in Wangfujing Pedestrian Street, and the finishing ceremony will be held in front of the department store. Major commercial facilities will successively carry out dragon and lion dances during the first lunar month; At the same time, high-quality naked eye 3D Dragon Year video with the theme of "Dragon" will be produced to show the image of Longteng. Through the screen matrix, the first multi screen digital content linkage across the street will be created to create a visual highlight of Xianglong's shuttle in the big screen of Golden Street.
Second, a colorful light show will be staged. It is planned to carry out the building light show in projection mode on the exterior walls of commercial facilities such as Lisheng and Children. A projection area will be set in the north extension section to broadcast the projection of snowflakes, lanterns, fireworks, Chinese zodiac dragon and other elements to increase the lively and festive atmosphere.
The third is the lighting of trees. Ginkgo trees in the main street of Wangfujing and the north extension area are alternately decorated with small fortune bags and LED lanterns, and the landscape trees in the flower box, trees in Dong'anmen Street and Jinyu Alley are illuminated with LED string lights to enhance the flavor of the year.
Fourth, the "Sifang Ping An" display device is located in Wangfujing, implying that barley is safe every year and ears are safe, and it is coordinated with the golden ears of wheat set in the north extension section to enhance the passenger flow, enrich the visual experience of citizens and tourists, and improve the recognition of the business district.
Features promote consumption activities: Wangfu Central plans activities such as "New Year Intangible Cultural Heritage Workshop", "Beijing Traditional Ice Play Performance" and "Doll Ice Cruise Interaction".
Wangfujing Department Store held the activity of "Longteng Fuyue - Wangfujing Group's 2024 New Year Consumption Season"; Peace Fruit Bureau planned to hold the "Qile Longlong" Dragon Year Fair.
Beijing APM launched Spring Festival cross dressing of Lehuo Brilliant Art Exhibition. Oriental Xintiandi will carry out the Spring Festival fashion culture collection of "Dragon Rising East".
Yintai in88 will launch the New Year Festival activity, focusing on Guochao cultural innovation and New Year's goods sales.
2 Chongwenmen Business District
During the Spring Festival, Chongwenmen Business District will cooperate with the "Chongwenxi City · Guochao New Year Goods Festival" to create an overall atmosphere, and strive to create a festival feast integrating time-honored New Year goods, intangible cultural heritage essence, high-quality brand retail, and street dance display, so that consumers can feel the taste of Guochao New Year in watching, playing, shopping, tasting, and learning.
First, build the theme landscape, elaborately design the main vision and exclusive mascot of this New Year's Festival, build the head of the New Year's Festival gate, the merry go round and other children's amusement facilities in the west square of Guorui Shopping Center, and set up the special mascot of the New Year's Festival "Long Dong Dong" clocking place at the main entrance; New World Department Store Phase I and Phase II were decorated at the door of the New Year's Goods Festival to create a happy and peaceful festival atmosphere.
The second is to build 14 outdoor exhibition shelters with the theme of "New Year goods, New Year taste", and make a unified appearance; The commodities on display are mainly time-honored brands such as Daoxiangcun, Jinghua tea, Cheap Shop, Yueshengzhai, etc., New Year gifts such as Old Beijing Rabbit God, Tanghulu, etc., as well as high-quality commodities such as specialties from Alshan.
The third is to strengthen the lighting effect. The first phase of New World Department Store is equipped with a red lantern corridor; A lighting corridor in the shape of the Year of the Dragon will be built in Phase II Square.
The fourth is the indoor and outdoor linkage layout, and the festival decoration is strengthened in each shopping mall.
Fifth, the commercial big screen publicity campaign, the main visual and promotional videos of the New Year's Festival activities are broadcast circularly to continue the publicity campaign.
Featured consumption promotion activities:
First, "Everything Happens for the Dragon Festival". From January 12 to February 25, New World Department Store held Lantern Festival lantern riddle party, full consumption gifts and lottery, lucky bag distribution, 2000 yuan Shenlong coupons distribution, and Valentine's Day full gift activities.
The second is the "Jewelry and Watches Festival". From January 18 to February 25, New World Department Store carried out gifts, lottery and parade activities for full consumption of jewelry and watches.
The third is the "Dragon Dance Spring Festival". The New World Department Store dances the dragon on the first day of the New Year and the lion on the fifth day of the New Year, driving the festive atmosphere.
Fourth, "Auspicious Luck Coming out". Guorui Shopping Center plans to hold a theme activity of "Auspicious Luck Coming out" from February 10 to February 17. A New Year DP will be set up in the west gate. Members can get money to catch dolls and take Auspicious Dragon home if they want.
3 Qianmen Dashilan Business District
The Qianmen Dashilan Business District is positioned to be a landmark business district featuring "time-honored brands+national fashion", featuring historical culture and modern fashion. During the Spring Festival, a series of consumption promotion activities with national fashion characteristics will be held based on the Jingweier cultural experience consumption street, to gather new consumption momentum, shape new consumption experience, and enhance the popularity and influence of the "Guochao Qianmen" cultural and commercial brand. Lanterns, Chinese knots, mascots for the Year of the Dragon, Spring Festival couplets and other traditional elements will be used as the main decorations in the main street and at the entrances of hutongs to show the unique charm of Chinese culture. The main alleyways are projected with the shape of the dragon, which sets off the image of the Year of the Dragon and creates a strong flavor of the Year. At the same time, in order to match the theme of the 2024 Spring Festival of "dragon walking, happy family and country", two dragon shaped lanterns of intangible cultural heritage "Zigong Lantern" are placed in G6 Square and Alishan Square, highlighting the image of the Year of the Dragon.
Featured consumption promotion activities: from February 2 (the Spring Festival) to February 24 (the 15th day of the first month), four activities were held, including "I am going to the Spring Festival Gala in Qianmen", "Tesco Yuanuniverse" red packet rain, "Qianmen 48 hours" immersive experience, "lucky customers, surprise free", Highlight "New Year goods, new trends, new interactions and new experiences", let consumers feel the strong flavor of Qianmen, and create a happy, wandering, happy and warm Chinese New Year. Beijing Square will hold the activity of "Beijing Square Spring Festival Cultural Square".
4 Longfu Temple Business District
The Longfu Temple Business District is positioned as "a new capital cultural center where traditional culture and modern civilization complement each other and Chinese culture and world civilization are harmonious and integrated". During the Spring Festival, the theme will be "taking good fortune", guided by bustle, participation of the whole people, and consumption of the people, linking the surrounding scenes of the business district, and integrating the history and culture of Longfu Temple. Six areas are set up, including official service area, device card punching area, new year goods market area, interactive blessing area, stage performance area and experience activity area.
Featured consumption promotion activities: "Longfu Temple Joyful Dragon Spring Festival Market" is planned to be held from February 12 to 15, and retail investment attraction focuses on good food, good things and traditional time-honored brands in the New Year. From February 3 to 4, and from February 24 to 25, there will also be a double festival activity of "Longfu Temple to the east of the Forbidden City", which will unite with the Meituan platform to select four parts around the business circle of Longfu Temple, namely, eating, playing, enjoying and traveling, so as to provide tourists with a one-stop experience of clocking in and out of Longfu Temple.
5 Xidan Financial Street Business District
The business circle of Xidan Financial Street is positioned to build an international high-end fashion charm circle of Xidan Financial Street that integrates fashion communication, digital consumption and financial business. It has become an image display window for urban development and a new landmark for cultural and commercial experience, and has gathered large-scale commercial facilities such as Xidan Joy City, Hanguang Department Store, Renewal Center, and Lafayette Department Store.
Characteristic consumption promotion activities: Xidan Joy City will hold "Chaoyao Ancient Market" and "Weiyifan Fairy Dragon Joy Pop Art National First Exhibition".
The price of goods in Xidan Mall is as low as 10%. At the same time, "Reviewing Xidan Memory" was carried out. Customers could get Xidan shopping bags by punching and sharing to WeChat/Tipping Tone/Little Red Book, and special gifts were prepared for members.
6 Sanlitun Business District
Sanlitun Business District, as "Beijing's international fashion center", has become Beijing's "fashion landmark", "first store harvester" and the "main battlefield" of Beijing's night economy. In 2022, Sanlitun Business District and Sanlitun Taikouli South District were rated as "National Model Smart Business District" and "National Model Smart Store".
Activities to promote consumption with characteristics: Beijing Workers Stadium and Sanlitun Street will hold activities covering tens of thousands of kinds of new year goods, including national famous and special new year goods, international imported goods, local special agricultural and sideline products, non-staple food and oils, tea and liquor, cured food, handicrafts and so on. Fashion trend exhibition will be held in Taikoo Li, Sanlitun.
7 CBD Business District
As the benchmark of Beijing business district construction, CBD business district has the characteristics of large size, complete business types, internationalization, high quality and strong vitality, ranking first in the vitality ranking of business districts carried out in Beijing for three consecutive years. It will be linked with Sanlitun Business District to create a "CBD × Sanlitun" international consumption experience area, build it into a centralized place to display the charm of the capital Beijing metropolis and a bearing area to reflect the highest level of consumption, and create a global consumption destination that links Beijing, Tianjin and Hebei, leads the country and affects the world.
Featured consumption promotion activities: Qiaofu Fangcao will hold a trend flash market, skateboard recycling art exhibition, contemporary art exhibition, dragon and lion dance, folk music performance, etc., and launch a variety of limited commodities and New Year gift boxes with the theme of "New Year Red" and the Year of the Dragon.
The Box Youth launched the "Thirteen Flags and Drums Move Together" Flower Fair Parade to display the old Beijing hawking, shoulder pole drama, Chuan Tuo, cloisonne and other projects, and opened a scenery market including paper-cut, Spring Festival couplets, intangible cultural heritage workshops and so on.
From January 25 to February 18, Beijing SKP carried out Spring Festival flower market, folk performance, Spring Festival handicraft activities (persimmon and persimmon Ruyi leather pendant, filigree enamel, lantern handicraft, paper cutting and window decoration, dragon and lion dance for blessing), and Valentine's Day handicraft activities (hairpin and green, water ripple fan). Promotions such as card opening gifts and full gifts for new members.
From January 15 to February 29, Beijing Fuli Plaza held intangible cultural heritage folk theme, "Longmen Market" booth, folk intangible cultural heritage interactive experience and other activities.
8 Yansha Langang Business District
Yansha Langang Business District is planned to be the urban consumption center. The Liangma River style waterfront in the business district has been selected as the national night culture and tourism consumption gathering area. The Liangma River style waterfront night culture and tourism consumption gathering area with SOLANA Blue Harbor as the core has gathered nearly 400 brands and has become a fashionable shopping place in Beijing A popular entertainment and leisure resort and a catering center that gathers world delicacies paint a new picture of "water city integration".
Featured consumption promotion activities: From January 19 to February 25, the Yansha Friendship Mall held the Longtengfuyue · 2024 Yansha New Year Fair, the Hanfu Fairy Parade, selling the mascots of the Year of the Dragon, throwing pots, rings, hammer pills, writing Spring Festival couplets and other experience activities.
Blue Harbor will hold lion dance parade, gongs and drums performance, lion spotting, lion picking, couplets, red envelopes and other lion dance links.
9 Wukesong Business District
Wukesong Business District is planned to be the urban consumption center, which gathers two major commercial entities, namely Huaxi LIVE Wukesong and Wukesong Wanda Plaza. Huaxi LIVE · Wukesong is a dynamic gathering place of Beijing city and a popular online clocking place famous for the double Olympic venues. It has created a new characteristic business model of "immersive" interactive experience and was selected into the first batch of national night culture and tourism consumption clusters. After the transformation of Wukesong Wanda Plaza, it has become the first fourth generation Wanda Plaza store in Beijing, positioned to build a "new urban social center, new landmark of lifestyle", and integrated the social experience lifestyle of food, parent-child, sports, life services and other businesses.
Featured consumption promotion activities: Huaxi LIVE · Wukesong, free distribution of Fuzi Spring Festival couplets, dragon dance parade, and God of Wealth Alliance flash new ideas for the New Year. The Spring Festival market, flower gifts, lantern riddles, and Lantern Festival are all very exciting.
Wukesong Wanda plans to hold culture and art exhibitions in combination with the opening of the first store of Fangsuo Bookstore, and hold intangible cultural heritage market activities during the Spring Festival.
During the Lantern Festival, the offline theme activity of "Lehuo Street" was launched in Wukesong, Huaxi · LIVE, to drive offline physical businesses to sell with online topics and traffic and stimulate consumption vitality.
10 Fengtai Science Park Business District
The business circle of Fengtai Science and Technology Park takes Fengke Wanda Plaza, Huaxia Happiness Characteristic Commercial Street, Nord Center Commercial Street, Aeon Dream City, Zihexin Department Store and other large-scale commercial facilities as its core, with a total commercial building area of 437000 square meters. "Technology+" and "Fashion+" are becoming the background of the development of the business district of Fengtai Science Park. Adhere to the "science and technology+" smart integration, promote the construction of smart parking and evacuation system, unmanned retail and distribution, VR scene interactive experience and other projects, introduce the government service self-service machine, covering more than 300 high-frequency government affairs such as social security, provident fund query.
Activities promoting consumption with characteristics: Fengtai Science and Technology Park business circle extends around the Year of the Dragon IP, and holds activities such as Huigong Lantern, Engraving New Year pictures, looting New Year goods, dragon and lion dances, Longxi New Year Temple Fair, Lantern Festival lantern riddles, etc.
Beijing Fengke Wanda Plaza will take the IP image of the famous person in the Year of the Dragon as the theme, and create a festive atmosphere for the Spring Festival as a whole. Catering will be carried out at 100% return, clothing will be as low as 3 fold, and movie tickets will be given to the audience at full consumption.
