If we investigate how a shopping mall lights up a business district and a city, Beijing Changying Tianjie must be one of the symbols that can not be left behind.

A 270000 square meter super shopping center has turned the Changying area, once known as the “junction of urban and rural areas”, from a commercial desert to a commercial oasis, and even occupy a place in the urban consumption landmark.

Changying area was once known as “third rate consumption, second-hand attitude and the death land of first-class stores”; Now it is adjacent to TongZhou new town business district in the East and the core area of international trade CBD in the West. Here, you can enjoy the “Forbidden City” built by LEGO and taste the siphon coffee of Starbucks Zhenxuan store

Changying Tianjie is indispensable. In the eight years since its opening, Changying Tianjie has invigorated the consumption of the whole Changying plot and become a real traffic mall. It has occupied the top of Beijing’s “shopping center heat list” for a long time. Changying business district has also become one of the most famous and dynamic business districts in Beijing.

△ Changying Tianjie in the evening

1. “Thousands of people and thousands of faces”

2. It has been nearly three years since I last visited Changying Tianjie. The impressions of the two visits were completely different. In 2019, the epidemic has not been rampant, and the customers of Changying Tianjie are still bustling, but the grade of the brand is always lower, which makes it feel like shopping in department stores and hypermarkets.

3. Now when I come to Changying Tianjie, I obviously feel that the atmosphere of the mall is more fashionable. It not only revitalizes many first-class brands, but also introduces some major luxury brands. Different from the contrast of the author’s visit for many years, a nearby resident said that “it is updated almost every year. I watch it change bit by bit”.

4. Changyingtian street is divided into East and west districts, with 5 floors above the ground and 3 floors underground. The newly renovated Eastern District and the major brands to be opened are particularly eye-catching: Dior, Chanel, Gucci, Guerlain, pola, o’shudan and other high-tech brands gather here. New entrants of lululemon, Claudie pilot, Tommy Hilfiger, lacoste and other tonal costumes also gather in groups.

5. The biggest feeling of wandering among them is like being in Sanlitun for a while and then arriving at Chaoyang Joy City. The “blue frog”, who once ranked first in the hamburger list in Beijing, has been stationed in Sanlitun trendy people gathering place for 13 years. Now, there is a blue frog in Changying Tianjie street, and also ranked first in the list of Changying Western food environment; Dayu Teppanyaki has a per capita of 260%. The first shopping centers to enter are Sanlitun taiguli and Chaoyang Joy City, followed by changyingtian street, which also attracts Dayu.

6. In other words, if you look at Changying Tianjie this time, it is more fashionable and younger. More importantly, there are all kinds of high, middle and low grades here. In addition to major brands, Zara, ur, hot wind, pleasant poetry and singing, and perfect diary are interspersed. They can’t enter the circle of high-end consumption, and popular consumption can make up for it. The underground food city surrounded by Xincheng fried sauce noodles, Beagle pizza, Baozi yellow, happy lemon, Forrest Gump pot helmet, Kuafu Fried String, honey Snow Ice City, etc. is still noisy even during the epidemic.

7. High end consumption and mass consumption appear in a shopping center at the same time, which seems to be inconsistent with the uniqueness of positioning. But in Changying Tianjie, it has become intentional.

8. The relevant person in charge of Changying Tianjie once talked about the consumption difference before and after the epidemic. “The trend of consumer polarization is becoming more and more obvious, and fewer people buy the middle section. On the one hand, they are interested in the value preservation attribute, and the consumption of luxury goods, gold and jewelry is higher; on the other hand, they are people who pursue minimalism and love the choice of high cost performance. On the contrary, the fluctuation of high-quality brands is more obvious.”

9. Following this logic, in 2020, Yingtian Street will adjust its own positioning and begin to replace and adjust its brand on a large scale, so that consumers can change their scene step by step and switch their multifaceted identity in real time.

10. The deeper reason lies in the changes of consumption circles in Changying area in recent years. Five or six years ago or even earlier, the consumer groups in Changying area were known as “third rate customers”, that is, low-income white-collar workers from other places working in Beijing and local low-income families in Beijing. While high-end brands are struggling here, “some chain brands in Beijing’s developed business district often work hard to maintain in Changying for a year and a half, and then withdraw their stores one after another. Not only the stores in large shopping malls collapsed one after another, but also some small and medium-sized merchants in the bottom business of the community changed one after another in a half year cycle”.

11. When Changying Tianjie was just opened, some people were not optimistic about it, and the challenges faced can be imagined. However, all kinds of good news such as the opening of Beijing Metro Line 6, Tongzhou becoming the sub center of Beijing and the West extension of Metro Line 6 soon, the completion of surrounding office building clusters, the entry of media enterprises, emerging entrepreneurs, star brokerage companies and other subjects one after another, the consumer portraits in Changying area tend to be diversified, and the level is gradually rising, and the consumption gap with style needs to be filled. Therefore, the positioning of Changying Tianjie also began to experience the process from low to high.

12. If you, like me, have personal experience of the changes of Changying Tianjie in recent years, you will have the same feeling: in the past, everything was stuffed into it, and now it is a purposeful brand upgrading; It used to be drainage, but now it’s customer service.

13. For example, overweight new experience formats. Changying Tianjie has introduced the automobile Experience Hall, and Weilai space, Nezha automobile and ideal automobile have all settled in. It is rare to see four Starbucks stores in changyingtian street, including standard stores, take out stores and Starbucks selection stores.

14. Catering is a good business form for major shopping centers to develop experience consumption and attract customers. At the beginning of its opening, changyingtian Street set up the largest catering area in the whole Beijing shopping center. It is understood that the catering business of 270000 square meters of Changying Tianjie accounts for nearly 1 / 3, but some brands are not tonal enough. Now in order to improve customer quality, Changying Tianjie has also made adjustments.

15. Walking on the 4-5 floors where catering merchants are concentrated, it is no exaggeration to say that if the purpose is not strong, it is easy to pick a fancy eye. Popular catering, local cuisine, exotic cuisine, and even Michelin, black pearl and other well-known catering, such as Cuihua building, Su bangyuan, yanshe, Cai Lan and so on. Whether it’s social, business, or tasting, there’s always a choice.

16. △ in the catering section of 4-5f in the East and west of changyingtian street, almost every house has a unique decoration style. Photo: hydrogen consumption photo

17. According to the introduction of the project team, Changying Tianjie is one of the shopping centers that maintained an adverse upgrade during the epidemic, and it is also

18. 
    

From the perspective of industry inertia, January of each year is the most important time for major version iteration of various manufacturers. In 2022, with the triple buffs of winter vacation, new year’s day and Spring Festival, manufacturers expect to greatly boost users’ daily activity data by means of New Year activities and user welfare feedback, so as to lay a good foundation for annual marketing. The changes of microblog hot search list also show the results of these efforts.

Specifically, with the version update and the popularity of players in E-sports events, the number of hot search words in the classic game “glory of the king” still increased significantly compared with the same period last year. The leisure puzzle game “light encounter” triggered large-scale discussions among users due to the version update. At the same time, games that have been online for less than a year have also maintained popularity through continuous operation. Although there is no major iteration of the version of “love of light and night”, “Harry Potter: Magical awakening” and “eternal robbery”, the precise node activities are also maintaining the high viscosity of core users.

Behind the popularity, game manufacturers and social platforms are establishing new relationships. Over the past year, microblog games and manufacturers began to seek a long-term cooperation model. Whether a new project is launched or the operation of existing projects, microblog games will be involved. Through a complete set of internal evaluation process, according to the dimensions of user expectation, word-of-mouth and topic degree, the game will be operated at different levels internally, so as to help game manufacturers focus on hot spots on the social platform, so as to achieve greater integrated marketing effect.

With 573 million monthly active users, Weibo hopes to promote game manufacturers to combine their own update iteration nodes, real-time hotspots and platform characteristics, so as to accurately reach interested users, promote the output and precipitation of high-quality content, and improve the public domain volume accumulation and vertical community private domain user precipitation.

In addition to daily cooperation with KOL, gift bag activities, super voice card issuing, topic tasks and other means to ferment users’ natural traffic and establish contact between users and products, at present, microblog games also pay more attention to node activities, and expect to further strengthen the “relationship strength” between manufacturers and users through welfare mechanism.

In January 2022, Weibo announced that it would include the game field into the “Spring Festival Gala” activity of the whole station platform for the first time, and set up a “game field”, emphasizing that users get exclusive benefits through “wishing”. During the event, many head games such as the glory of the king, the mobile tour of the League of heroes, the fifth personality and the love of light and night gave back to users on the microblog platform, and the reward scale was much larger than before. Take the glory of the king as an example, its “supreme Koi” will receive all hero skin except Xingyuan skin, as well as many awards such as new heroes and skin launched in 2022.

However, this is not a simple lottery. Users need to release topic words related to the game to obtain the lottery qualification. The design of these topic words reflects the current operation direction and needs of game manufacturers. The new version of “sword net 3” focuses on winter sports, so game manufacturers choose # sword net 3 ice and snow event #, while more game manufacturers’ topic words meet the needs of Spring Festival blessings, such as # the fifth personality five tigers send blessings #, # return to Moore Manor for the new year #, and # Flying Tiger roaring new year # and so on.

A person in charge of microblog Games said that this mode combined with hot spots can promote the active participation of both game manufacturers and users, so as to improve the overall active atmosphere of the platform.

Microblogging has increasingly invested in the field of games. In the third quarter of 2021, games have become the largest vertical field of microblog after news, information and entertainment. Microblog is assuming more roles and identities in game operation, and has a deeper thinking on the mode of game operation. Weibo has integrated Games, e-sports, animation and literature, and established acgn business unit, hoping to enrich output through pan IP content and help manufacturers get opportunities to cross-border out of the circle. During the Spring Festival, the activity of “cross dimension Yin Spring Festival” will link game manufacturers with IP holders, virtual idols, Coser, painters, anchors and other content.

However, for the game industry, microblog is not a distribution channel, but a platform to establish a “relationship” between manufacturers and players, players and players, and provide space for discussion through the unique mode of “hotspot + social networking”. What microblog provides for game manufacturers is not the traditional promotion and innovation, but through a package of solutions to help manufacturers operate content and then affect user decisions.

In order to achieve the effect, manufacturers need to really understand the contents concerned and discussed by users. This communication mode will be changed from the previous single point announcement mode of manufacturers to interactive communication between both sides. Microblog will gradually become the “key gentleman” of the game industry, which can not only help manufacturers accumulate communication potential energy in the short term, but also help manufacturers operate their products in the long term. This is different from the current mainstream distribution channels, and the value of microblog social platform will be more fully reflected.

China’s game industry is subject to stricter policy supervision and strict control over the weight of edition numbers, which is bound to affect the R & D and online progress of new games in the short term. However, some research institutions report that in the medium and long term, it will benefit the healthy and stable development of the industry, and is expected to change the traditional product R & D, hairstyle and operation mode. The refinement of products and operation will become a necessary option for manufacturers. Behind the full swing of New Year activities is the head. Manufacturers have begun to launch the first shot of the new year hand in hand with microblog.

Sina statement: Sina’s posting of this article for the purpose of transmitting more information does not mean that it agrees with its views or confirms its description.

A shares: on the 25th, the three major A-share indexes collectively closed up. As of the close, the Shanghai index rose 0.63% to 3451.41 points, the Shenzhen Composite Index rose 1.21% to 13412.92 points, and the record index rose 2.58% to 2855.80 points.

US stocks: in the early morning of the 26th Beijing time, US stocks closed higher on Friday, and the Dow rose more than 800 points, the largest one-day increase so far in 2022. The Dow rose 834.92 points, or 2.51%, to 34058.75; The NASDAQ rose 221.04 points, or 1.64%, to 13694.62; The S & P 500 index rose 95.95 points, or 2.24%, to 4384.65.

Chinese concept stocks: popular Chinese concept stocks ended up or down on Friday, with auto home, 51talk and fun wood among the top gainers; New energy vehicle stocks were mixed. Among new energy vehicle stocks, Weilai fell by more than 1%, while Xiaopeng automobile and ideal automobile rose by more than 1%.

European stocks: the euro zone Stoxx 50 index rose 3.7%, the FTSE 100 index rose 3.9%, the German DAX index rose 3.7%, and the French CAC 40 index rose 3.5%.

The central bank will strengthen reverse repo, and experts expect liquidity to remain reasonably abundant in March

Recently, the people’s Bank of China has stepped up reverse repo operations to maintain stable liquidity at the end of the month. According to the Securities Daily, from February 21 to February 25, the central bank carried out seven-day reverse repo operations of 10 billion yuan, 100 billion yuan, 200 billion yuan, 200 billion yuan and 300 billion yuan respectively, with a cumulative investment of 810 billion yuan. In the same period, the maturity funds of reverse repo accumulated 50 billion yuan, so the central bank invested 760 billion yuan in reverse repo in the current week.

Comments: due to the impact of the recent international black swan incident, which has led to the tightening of the global financial environment, the central bank has moderately increased the supply of liquidity for hedging, which helps to stabilize market sentiment and avoid irrational fluctuations in the market.

The “deregulation” of housing loan policies in many cities and the recovery of the property market in many places

The pace of mortgage relaxation is faster than expected. Compared with the past, some local governments have to relax after the two sessions in March. At present, all localities take the initiative to adjust, which is in line with the policy orientation of “implementing policies according to the city” previously mentioned by the central government. After the second and third tier cities lowered the down payment ratio of the first house, the housing loan policies in Guangzhou, Hangzhou and other places have also been loosened. Since February 21, the six major banks in Guangzhou have collectively reduced the mortgage interest rate. On February 23, Hangzhou also reported that the mortgage interest rates of the first and second homes had been lowered. Good news came out frequently, and the trading volume of real estate around the country gradually warmed up.

Comments: this year will show a “V” trend, that is, at present, it continues to enter the stage of market bottoming, bottoming and bottoming, and then there is a very good foundation for bottom rebound and gradual recovery.

The war burned to the Ukrainian capital and caused a huge earthquake in the global market

The situation in Russia and Ukraine is changeable. The special military action launched by Russia in the Donbas region has pushed the tense atmosphere fermented for several months to a peak. The president of Ukraine announced that Ukraine had severed diplomatic relations with Russia. Europe, the United States and other countries have successively announced a series of sanctions against Russia, including swift sanctions considered as financial sanctions “nuclear weapons”. At present, the war has burned to Kiev, the capital of Ukraine.

The volatility of crude oil, natural gas and bonds in the world is greatly affected by the volatility of crude oil and natural gas. [related topics]

It is related to medical care, pension and minors’ rights and interests… Quick view of the new regulations in March!

Beijing, February 28 (Peng Ningling) give doctors the discretion to “use drugs beyond instructions” to protect the rights and interests of minors under guardianship. Enterprises are not allowed to use personal information to “kill” big data… A number of new regulations will be implemented from March, which is related to all aspects of our life.

Comments: it is not allowed to use algorithms to implement unreasonable differential treatment and other illegal acts on trading conditions such as trading prices according to consumers’ preferences, trading habits and other characteristics.

Stabilize the economic market and add weight. Many ministries and commissions issued a list of key investment projects

This year’s economic work has taken the lead in maintaining stability and seeking progress while maintaining stability. The Political Bureau of the CPC Central Committee held a meeting on February 25 and pointed out the need to strengthen the implementation of macro policies and stabilize the overall economic market. We will unswervingly deepen reform and stimulate the vitality of market players. Further implement the innovation driven development strategy. We will firmly implement the strategy of expanding domestic demand and promote coordinated regional development and new urbanization.

Comments: stabilizing expectations is the key. We should grasp the strength and rhythm of policy regulation. If expectations are stabilized, the vitality of the market will be stimulated, the driving force of development will be activated, and China’s economy will return to a vibrant situation.

The fund’s new income gradually weakens and lies in the past

In the eyes of investors, playing new has always been a steady business, and almost all new shares can usher in ultra-high growth on the first day of listing. However, at present, the new income space is shrinking, “lying and winning” has become a thing of the past. According to the statistics of the reporter of Securities Daily, since the beginning of this year, the performance of public funds as institutional investors has been equally average. According to the new income data in January calculated by Hang Seng Qianhai fund, taking the fund products with a scale of 200 million yuan as an example, the monthly new income rate of class a investors is 0.45%, lower than that of last year.

Comments: from the fluctuation risk of bottom position. The fund needs to allocate a certain stock bottom position. The fluctuation of bottom position stocks will not only affect the fund income, but also affect the new income.

The combination of supervision and control “beats” bulk commodities, and the “temperature difference” at home and abroad needs to be reduced

Recently, regulatory actions focusing on resource protection and promoting supply chain and industrial chain security have been continuously promoted. With the introduction of the state’s improvement of the coal market price formation mechanism and the convening of the special meeting on rare earth resources protection, all sectors of the market are full of expectations for the further improvement of the pricing mechanism of ensuring supply and stable price of bulk commodities. At present, coal and iron ore prices have been “beaten” in the short term, which is significantly lower than the high level of the year. At the same time, the problems of asynchronous prices at home and abroad and imperfect pricing mechanism have surfaced again. The data show that under the background of obvious cooling of the domestic market, the overseas Platts index and iron ore swap of Singapore Exchange are still “high”, and the “temperature difference” between inside and outside is large.

comment