Shopping centers open door to innovation

Innovative experience

In September, the commerce bureau in Beijing introduced measures to encourage the launch of flagship stores in the capital, entitling brands to subsidies for store decoration and rent.

Last year, the capital saw 31 flagship store launches from international brands, according to the China Office and Business Park Tenant Profile 2019 Beijing released recently by real estate services company CB Richard Ellis. Catering businesses comprised 32 percent of the brands launching in the city.

At the end of last year, English Premier League soccer club Manchester United launched its entertainment center, Theatre of Dreams, at Beijing Fun, south of Tian'anmen Square.

The three-floor, 3,800-square-meter venue comprises an experience center with interactive games, along with the world's largest Manchester United franchise store, where fans can buy genuine accessories from the club.

Store launches have proved effective in giving customers new experiences and with helping businesses recover.

For example, last year, Apple opened its new flagship store in Sanlitun, one of Beijing's busiest and most fashionable areas, while niche fragrance brands Kilian, Maison Boucheron and Tiffany launched boutique stores at Beijing SKP.

Feng Lin, a middle-aged Beijing mother with a 3-year-old daughter, said, "After staying home for several months, I started to reflect on my shopping habits.

"I can buy almost everything I require online. Staying home didn't affect my consumption or daily needs. However, during the pandemic, I badly wanted to visit a spacious, gleaming shopping mall with beautiful items on display and to savor the aroma from coffee shops.

"This experience matters. It makes me feel good when I go to a shopping center and have the time to relax and enjoy life."

Department stores and shopping centers have worked hard to provide such experiences, especially since the pandemic started.

In December, high-end commercial building operator Beijing Yintai Property Co, which is based in the capital's central business district, allocated space on its second and third floors for artists to display their work, with the aim of attracting more customers.

This space at the Beijing Yintai Center, named Yuan Living, was launched by the company and the Yuan Art Museum to bring beauty to consumers and integrate art, design, business and life.

Visitors can see and even touch artworks that include furniture, clothing, paintings and jewelry made by domestic artists and designers.

Xu Daichuan, deputy general manager of Yintai Property Co, which owns the center, said the company believes art is an important part of business and can enrich customers' shopping experience.

"We also want to provide more space and opportunities for domestic artists to show their talent. It's a win-win project and the space is allocated to artists for free," he said.

Many shopping centers in Beijing, including Parkview Green, Beijing SKP and Sanlitun, have turned to staging free art exhibitions.

Xu said, "It's about creating a space for customers, not just selling things."