Page 7 - YunnanTourismCultureTimes (118)

06
FOCUS | 焦点

Where shopping meets celebration

商圈有派对

By Guo Yao and Han Chengyuan □ 郭瑶 韩成圆 / 文

and regularly refreshes its themes. Vibrant
Recently, the “Acquaintance Life Festi- seasonal concepts such as “Jacaranda Sea-
val” kicked off at Kunming MixC. son” and “Mushroom Season” have drawn
“I only came for shopping, but to my crowds of visitors for photogenic moments,
surprise, it felt like joining a grand celebra- elevating routine shopping into a distinctive
tion—the atmosphere was fantastic!” said urban experience.
Xu Jing, a tourist from Shenzhen. Thanks to In addition to its established “fami-
this commercial district event, she enjoyed ly-friendly” services, Kunming MixC is also
a unique travel experience in Kunming. expanding its focus to “senior-inclusive”
In the family cocktail-mixing zone, chil- offerings, infusing warmth and tailored care
dren and parents experimented with shakers into the experience for each customer group.
to create distinctive drinks. Meanwhile, in For families, the mall provides enriched
the intangible cultural heritage area, young children’s activities and curated parent-child
people reinvented traditional Jiama paper packages. For office professionals, it ele-
god rubbing as modern decorations. Near- vates the quality and variety of lunchtime
by, live band performances on stage paired dining. International visitors benefit from
seamlessly with makeup trials in the beauty streamlined tax-refund services, while trav-
section, drawing crowds of enthusiastic vis- elers from across and beyond the province
itors. enjoy enhanced “visitor-first” conveniences.
“Locals are regular visitors, and tourists “By year’s end, approximately 30 retail-
are eager to explore,” explained the head ers will offer tax refund services,” noted the
of Kunming MixC, noting that this vision head of Kunming MixC. Capitalizing on its
aligns with the commercial district’s devel- direct subway link to the airport, MixC is
opment goal—to create a retail destination poised to strengthen its role as the “first stop
with cross-regional appeal. Since its open- in Yunnan,” enhancing its appeal as a shop-
ing in 2023, the introduction of flagship ping destination through a curated blend of
stores, exclusive exhibitions, and distinctive exclusive IPs, trendy brands, and first-in-
experiences has been instrumental in boost- market store formats.
ing consumption. “The moment the music begins and the
To date, Kunming MixC has brought bonfire lights up, you’re pulled from spec-
in close to 70 first-in-market stores. While tator to participant in the circle dance. All strength from its South Asian-inspired foot traffic, demonstrating the success of
capitalizing on the “first-store economy” in an instant!” shared one social media user architecture and grounded, community-cen- this layout transformation,” noted the media
to draw in visitors, it remains committed to about their experience at N.E.W MALL’s tered feel. The varied blend of businesses head of N.E.W MALL.
elevating the overall customer experience. event, “Shh! Ready to Ignite — Ethnic Cul- within, from snack stalls to hotels, creates a Over the past two Valentine’s seasons,
Events are continually refreshed. Over ture & Art Lifestyle Season.” vibrant, self-sustaining commercial ecosys- the commercial district has themed its art
the past two years, the district has hosted Tourists became judges at the long- tem. installations around love, placing large-
nearly 1,000 events and launched over 20 street banquet, scoring various dishes; in To better attract and engage visitors, scale artworks in the plaza. The public was
exclusive exhibitions. Initiatives such as the the handicraft area, they tried their hand N.E.W MALL strategically adjusted its invited to co-create heart shapes and “I love
“Super Wings Theme Park,” “Disney Crazy at tie-dyeing; at the event, local dialects service offerings. The fourth floor was you” messages through carpet collage and
Town” pop-ups, as well as the Spring City clashed with rap beats, and laughter filled repurposed from a dedicated children’s block-building activities, which significant-
Hand Account Fair and vintage markets the dipping sauce blind-box challenge retail zone into a blended “retail + dining” ly boosted visitor participation and interac-
tailored to younger consumers, have met zone... This event, deeply integrating ethnic format. Eight newly added dining options, tion. In addition, the mall’s operations team
previously untapped local demand and suc- customs with traditional cuisine, brought featuring popular chains, local specialties, captured photos at iconic city landmarks
cessfully strengthened customer loyalty. joy to many consumers. heritage eateries, and value buffets, now ca- and curated a photography exhibition to
The concept of themed spaces continues According to the district’s management, ter to a wider range of tastes. “The response showcase the many faces of love, creating
to evolve. At Kunming MixC, the youth-ori- its appeal differs from that of malls chas- has been very positive. These outlets are an emotional connection with a wider audi-
ented street draws on local cultural elements ing contemporary trends; instead, it draws thriving, with consistent queues and steady ence.