Beijing doubles down on 'fashionable' consumption

Beijing is reshaping its commercial landscape by shifting focus from traditional retail to "fashionable consumption" driven by emotional value, immersive scenarios, and cultural fusion, according to a new industry report released earlier this month.

The 2025 Beijing Business Development Blue Book was unveiled on Jan 16 at the 19th Beijing Business Forum. Guided by the Beijing Municipal Commerce Bureau and hosted by the Beijing Commercial Federation and Beijing Business Today, the forum gathered experts to discuss the theme "Fashion Fusion: New Demands and New Supply".

According to the report, the definition of fashionable consumption has expanded beyond traditional retail. It has evolved into a lifestyle-oriented market that not only includes smart wearables, automobiles, and home furnishings but also deeply integrates service sectors such as entertainment, sports, and beauty.

Data from the blue book highlighted this structural shift. In the first three quarters of 2025, the growth rate of new store openings in Beijing's sectors of fitness, wellness, medical aesthetics, and pet services ranged from 25 percent to 55 percent, significantly outpacing traditional retail and dining sectors.

A key finding of the report is the transition of Beijing's consumer market from being "transaction-based" to "emotion-driven".

The dimension economy, centered on intellectual property, has become a new engine for retail. Derivatives from cultural heavyweights like the Palace Museum and Pop Mart have evolved from mere toys into social currency.

Furthermore, the booming performance market has created a ripple effect. Concerts are generating revenue far beyond ticket sales, boosting transportation, accommodation, and dining. The integration of "performances plus IP exhibitions" has turned consumption into a vehicle for emotional release.

Scenario innovation is identified as a crucial breakthrough for Beijing's consumption market. Fueled by the "citywalk" trend, distinctive small shops are blending a vibrant local atmosphere with modern fashion.

The report notes that the number of active small shops on Douyin, a popular short-video platform, grew by 66 percent year-on-year in 2025.

Historic areas like Dongsi North Street and the Drum Tower West Street have successfully combined clusters of small shops with historical architecture, transforming from simple tourist spots into interconnected urban landmarks.

The night economy is also seeing a surge, particularly in the bistro sector. According to Meituan's 2025 Bar Guide, Beijing ranks second nationally with 93 featured bars. Overall bar consumption orders in the capital rose by over 35 percent year-on-year, showcasing a robust demand for nightlife.

Cultural crossovers are accelerating the growth of guochao (China chic). Intangible cultural heritage, such as Peking shadow puppetry and dough figurines, is finding new life through digital platforms.

Douyin reported a 31 percent year-on-year increase in videos related to national-level intangible cultural heritage over the past year. By creating content that combines skill demonstrations with product sales, these traditional crafts are finding a sustainable path that merges cultural preservation with commercial development.

Experts at the forum concluded that Beijing is successfully building a new consumption ecosystem that possesses both international appeal and local vitality. By leveraging trends and fashion, the capital is expanding its supply of high-quality services and creating dynamic new scenarios for economic growth.