Diverse offerings, rich experiences, and fresh encounters —
“Demand has changed, and supply must innovate and adapt,” says Zhao Yan, Chairman of Huaxi Group, reflecting on the evolving landscape of consumer trends.
Physical retail remains a vital conduit for product distribution and a favored destination for leisure. As consumer demands shift and retail technology progresses, many brick-and-mortar businesses are adjusting to these new trends, enhancing their goods, services, and overall concept to attract foot traffic.
“You can shop and relax here,” explains Wang Wei, a consumer visiting Huaxi LIVE in Wukesong, Haidian District, Beijing. The commercial area resonates with a vibrant, tech-savvy atmosphere, highlighted by the “Boundless in Space” immersive exhibition in the South Central Plaza. This event features simulations of planets such as Mars and Saturn, along with carefully arranged meteorite models and realistic rocket engine displays. “Here, kids can get a tangible sense of the mysteries of the universe and engage with space technology in a fun way,” Wang adds.
From immersive exhibitions and all-in-one leisure spots to first-store launches, Huaxi LIVE in Wukesong offers a plethora of fresh experiences and innovative business models for consumers. Zhao emphasizes, “The demand for physical retail hasn’t decreased; it has diversified and become more personalized. People now seek comfortable spaces to relax, socialize, and dine, integrating shopping into their daily leisure activities.”
“With changing demands, supply must also continuously innovate,” Zhao points out. After extensive market research, Huaxi LIVE in Wukesong has merged cultural, sporting, entertainment, artistic, and educational sectors around the Wukesong Sports Center. This approach includes events that leverage adjacent facilities like basketball parks and ice centers, fostering a unique multi-faceted commercial model that offers consumers rich, diverse, and immersive experiences.
Located next to the Wukesong Sports Center, Huaxi LIVE attracts significant foot traffic, benefiting from the sports venue’s audience. “Our goal is clear: we want everyone visiting to stay for at least five hours,” Zhao states.
Today’s Huaxi LIVE in Wukesong integrates food, culture, sports, and entertainment, creating a compelling draw for consumers and transforming the sports venue’s foot traffic into commercial opportunities. To capitalize on the buying power of consumers, especially the younger demographic, the commercial area continuously innovates its dining options, introducing trendy eateries and chain brands that deliver unique culinary experiences.
Liu Yi, a local resident, shares her sentiments: “I used to come here just to shop when needed, but now I enjoy strolling here after work. It’s a place for both shopping and leisure.”
“I can’t believe I’m seeing so many new product launches!” exclaims Cai Min, an outdoor enthusiast. At Huaxi LIVE in Wukesong, shoppers can conveniently find athletic gear, as the location recently hosted a global premiere event featuring a myriad of trendy new items.
Meeting new demands with fresh offerings is a common understanding in today’s consumer market. For physical retail, embracing first-store openings and actively attracting well-known brands is key to drawing customers while introducing new products, technologies, and services.
During dinner hours, the restaurants at Huaxi LIVE see a surge in customers, with many featuring popular Beijing first-store dining options. “I saw on the internet that a new store had opened here, so I just had to try it,” says Chen Lingling, enjoying a meal at a new restaurant that recently opened its first Beijing location.
Since the beginning of the year, Huaxi LIVE in Wukesong has welcomed over 20 unique new stores, with Zhao anticipating the addition of eight more by year-end. The focus on “new” is complemented by “special,” as the area curates distinctive shops. Nearly 200 trendy brands have come together, showcasing many unique offerings.
Stepping into the Ikea Experience Center in Huaxi LIVE, customers encounter various lifestyle zones designed for comfort, allowing hands-on experiences in different living scenarios. Shoppers can try out sofas and dining chairs or even have their children test desk heights, providing direct insights for their purchases.
Notable domestic and international sports brands have also opened experiential stores here, prioritizing customer interactions and offering unique, customizable services.
By evolving and fostering positive interactions between business offerings and customer traffic, Huaxi LIVE in Wukesong boasts a 100% occupancy rate and has been recognized by the Ministry of Culture and Tourism as a national-level tourism and leisure zone.
“The tech experience is exhilarating!” exclaims Sun Yiming, a technology enthusiast. At the Huawei store, consumers can engage with smart home products, controlling lights and window shades with simple commands. Customers can explore the vast array of digital products on the ground floor and even test-drive smart cars parked in the display area.
“Smartwatches are great for sports enthusiasts like me, measuring heart rates and stress levels,” adds Hu Ming, another customer experiencing the product range.
Zhao believes that technology will be a key focus for future commercial development. By leveraging VR and AR technologies, businesses can create an online-offline synergy that expands interaction opportunities.
The development of the “Star Heat Chronicle” app by Huaxi Group combines diverse spatial scenes with immersive virtual environments, merging commercial, cultural, and entertainment elements to provide users a taste of the metaverse.
Using cultural performances as a springboard, Huaxi is transforming traditional live experiences into virtual events through cloud platforms, creating synchronized online and offline showcases.
“Transitioning from reality to virtuality is a thrilling technological journey,” adds Sun Yiming.
Zhao notes that as the consumer market continues to evolve, so do consumer demands. Physical retail must remain vigilant to new trends, combining unique offerings with innovation to capture the interest of consumers and enhance their quality of life.