Western network news (reporter Ma Qingru, correspondent Jiao Jian, Jia Zhiwei) today (January 26) is the 10th day of the Spring Festival transportation. With the acceleration of the resumption of work and production in Xi’an and the continuous optimization of the exit policy, the railway travel passenger flow has increased compared with a few days ago. The headline reporter of western network · Shaanxi learned that today, China Railway Xi’an Bureau Group Co., Ltd. expects to transport 200000 passengers, and will continue to increase the transportation capacity organization around the popular direction to ensure the safe, orderly and warm travel of passengers.

In order to facilitate passengers’ travel, Xi’an Bureau Group Company timely adjusted the transport capacity around the popular direction of passengers’ travel, and continued to operate EMU trains from Xi’an north to Shanghai Hongqiao, Taiyuan South, Baoji south, Hanzhong, Dali and other directions; Short distance ordinary speed passenger trains from Xi’an to Baoji, Shenmu, Hancheng, Wanyuan and Ankang to Wanyuan will be operated to meet the travel needs of different passengers. At the same time, seriously implement the normalization requirements for epidemic prevention and control, carry out killing every four hours in strict accordance with the requirements, and focus on wiping and disinfecting the close joints of passengers such as entrance gates and drinking water appliances, so as to provide passengers with a safe waiting environment.

In order to provide passengers with a more warm and convenient travel experience, Xi’an north station and Xi’an station actively do a good job in passenger service guidance, add service signs and guidance tips in key areas such as waiting hall, entrance and ticket check-in, and add seats, drinking water machines and tools, charging facilities and other equipment.

It is reported that with the rapid progress of resumption of work and production, the shops operating in the station have gradually resumed business, providing passengers with catering, shopping and other services, and providing passengers with meal, car and flower reservation and pick-up services through the “West Railway” mobile phone client, so as to make their travel experience better.

Walk out of Liudaokou subway station and go straight to Jinma Building. You can see the iconic logo of “BOM xifanli” not far away.

This is known as “the first offline meta universe themed business in China”, which has great ambition and is inspired to be “ACG centralized consumption field and multi-dimensional experiential business gathering place”. It has been in trial operation for more than two months since the internal test on December 24, 2020.

Although it is still in the internal test stage, there are more than 50000 notes referring to “xifanli” in Xiaohong book, and “BOM xifanli” in public comments has also been listed as “No. 1 in Wudaokou shopping hot list”.

Obviously, BOM xifanli (hereinafter referred to as xifanli), who came for generation Z, did something right to make a commercial project that has not officially opened so popular? Will the immersive experience of “meta cosmic planet” be a new model of commercial complex?

Puzzle solving + commercial “beading game”

On weekday afternoon, at the intersection of Xueqing Road and Qinghua East Road, the flow of people and vehicles remained unchanged. Because there are many colleges and universities around, and office buildings and industrial parks gather, it is very lively here at lunchtime.

Xifanli is transformed from block B of Jinma Building located at the intersection. In the past, because Jinma Building gathered a large number of clothing wholesale merchants and catering merchants, office workers flocked to every meal point.

The passenger flow on the day of the visit was different from that in the past. Probably because of the internal test stage and working days, the first to fourth floors add up to only 100 people. According to the official data, the merchants’ investment attraction rate has reached more than 80%, because some merchants are still in the process of decoration, and the peculiar smell has not completely dissipated.

If you come here with a great fantasy of the meta universe, you may be disappointed. The publicity pictures released on the official account of the Hei Fu are full of the smell of future technology, but in fact the whole style is still a bit away from cyberpunk. With a building area of 15000 square meters, there is not much room for taking photos and punching cards after the merchants are crowded; The blue and purple color light band on the head of each merchant’s door marks its nickname in the “meta universe” world, which can be regarded as a little taste.

Although the style of the virtual world is not very strong, the puzzle game closely combined with the commercial dynamic line is somewhat new and surprising.

Interestingly, the game pastes the clues of the two story lines on the outer wall of the merchant, or hides them in a corner of the store. The order in which the clues appear in turn is just laid out along the moving line of the whole mall. Finally, all the clues almost connect all the main merchants on the first to second floors.

In this way, in the process of solving puzzles and looking for clues, people can not only experience games, but also visit businesses. Consumption, entertainment and social networking are completed in one stop, and the sense of participation and experience is still strong. For merchants and project parties, it increases the transaction completion of consumers and prolongs the retention time.

To answer the final outcome of the story, we need to interact with real NPC to reveal it. Guessing games and talent show… This can be called “step by step terror” for social terrorism. Thanks to the help of the two girls, the author successfully cleared the customs and got the medal.

After getting the medal, the game is far from over. After that, you can also watch immersive drama performance. The first period of performance revolves around the ending of the game; The performance in the second period began to separate from the puzzle game, which was the theme of the “auction”, and the performances in these two periods were free. The third period of performance began to charge, involving board games, divination and other games.

If you jump out of the game, you will find that this series of game settings seem to form a small closed loop: free games for drainage, paid performances for transactions, and the respective needs and objectives of merchants, consumers and project parties can be met.

An NPC in the venue revealed that the game clues will be updated in March, and the three-tier merchants will also be included in the game; The story line will also innovate in a certain period of time. It is conceivable that for consumers with perishable freshness, this update is necessary, especially after the official opening, they will face the “picky” under multiple pressures.

However, according to the official information released by xifanli, it seems to have made preparations in advance. Since the trial operation, xifanli has conducted at least two large-scale internal tests, one at Christmas and one on New Year’s day. During the Lunar New Year’s day, more than 50000 people were immersed in the game. According to the data released before the Lunar New Year’s day, it attracted more than 50000 people to watch the game at the same time.

It is understood that the internal test did not carry out large-scale publicity, but mainly carried out small-scale promotion through Koc recruitment. Hee fan actually invited nearly 1000 people to xiaohongshu and surrounding colleges and universities, and then spread on xiaohongshu and public comment platforms. With the natural arrival of surrounding people, the overall passenger flow reached 50000 person times.

The calculation data given by Xi Fanli is that there are 11 colleges and universities around the project, and the number of students is about 364400; The residential population in the hinterland is about 213800 and the office population is about 47730.

Search “xifanli” on Xiaohong book. At present, the hottest note comes from “Duoli”. Although the number of fans is only 8000 +, the punch in xifanli’s notes have received 4300 + likes and 4000 + collections. People are curious about the new shopping mall and new model.

It is true that “word of mouth” is an information acquisition method that young people are willing to accept at present, and also caters to the consumption mode of “planting grass online and punching cards offline” of generation Z. however, it is not enough to precipitate the flow of “tap water” only by hunting for novelty.

A deliberate “shuffle game”?

Supporting the long-term development of a commercial project will eventually fall into the “product” itself. “Planting grass” is easy, but without the support of good content, “pulling grass” is also easy.

In the whole content filling, xifanli did not follow the “old system” of ordinary shopping malls, but gave up the traditional chain brand of “facebook”, and almost all chose rare, niche and personalized brands. Some even can not be completely called brands, and it may be more appropriate to call independent stores.

“Our merchants are from major shopping centers such as Chaoyang Joy City, Sanlitun, Huaxi live, or some well-known shopping centers