Shuangtian Street in District 1 lights up the southwest of Beijing to see how Longhu deeply rejuvenates Fangshan’s commercial pattern.

How many steps does it take for a regional business to flourish?

First of all, it needs to plant a seed in the core area to achieve a breakthrough with leading business; Secondly, it needs to blossom and bear fruit at the core node along the vein of urban development; Finally, long-term careful cultivation can harvest the fragrance of the garden.

Looking back on 2018, Fangshan’s commercial consumption atmosphere was initially established, and Longhu Tianjie made its debut in Fangshan District, which was the beginning of changing Fangshan’s commercial pattern and leading the overall upgrading of regional commerce. Three years later, Xiyuetian Street in Beijing was grandly opened, and Longhu fell another son in Changyang, the core location of Fangshan, which not only led the butterfly upgrade of lifestyle again, but also demonstrated the long-term confidence in Fangshan’s development.

The appearance of the two Longhu Tianjie streets is in line with the development rhythm of Fangshan, which is just the right time. The pattern of "Two Streets" formed by the two places, by sharing the core resources of the region and giving full play to their respective geographical advantages, allowed Fangshan commerce to gradually enter the Longhu era.

After the formation of the "Double Sky Street" pattern, it is particularly worth exploring how the two projects go hand in hand with each other while focusing on their own, and the innovative ideas and operational logic behind them.

Luozifangshan

Tianjie double home court shines together

With the overall trend of deconstructing the functions of non-capital, and the "Beijing Urban Master Plan (2016 -2035)" clearly put forward the urban spatial pattern of "one core, one master and one deputy, two axes and multiple points and one area", the southwest of Beijing has embarked on a brand-new development fast lane, and Fangshan District has been promoted to the most potential hub of southwest Beijing.

In 2018, the total population of Fangshan District has exceeded one million, and the per capita disposable income has maintained a growth rate of more than 8%. However, compared with the rapidly growing population scale and the consumption potential that needs to be released urgently, the overall high-quality large-scale commercial bodies in Fangshan District were scarce at that time.

(Location layout of Shuangtian Street in the first district)

Longhu, which has always appeared as a pioneer, once again took the lead in Fangshan’s layout with a keen sense of market smell.

In order to seize the core position as much as possible and speed up the market entry, Longhu has landed its pioneering work in Fangshan District-Beijing Fangshan Tianjie, which is located in the traditional administrative center, business center and economic center of Fangshan District, adjacent to Fangshan District Government, and the surrounding radiation plate has a population of over one million. Fangshan Tianjie is positioned as a "regional landmark of fashionable life". On the opening day, it surprised the whole city with a double-hundred-occupancy rate and investment rate, as well as over 50% of the first-time brands. After years of operation, it has become the most representative commercial landmark in southwest Beijing.

With the overall development of Fangshan, Liangxiang University Town, as a vibrant new city integrating science, education and industry, has become increasingly prominent in its industrial advantages and population potential. Liangxiang University Town Area and Changyang Area not only gather a large number of high-income and high-quality families and young intellectuals, but also have a young and obvious population composition, which has become the best choice for Longhu business to further settle down in Fangshan.

In 2021, the first Longhu Beijing Xiyuetian Street, which was jointly built by Longhu and Shoukai, was launched. The project is located in the center of Liangxiang University Town and directly connected to the North Station of Liangxiang University Town on Fangshan Line of Metro. With the continuous delivery of high-quality potential residential areas and the continuous improvement of the permeability of Changyang area, the consumption demand of dual passenger flow engines of Fangshan new Beijingers, high-quality family customers and dynamic student customers is strong and has great development potential. Xiyue Tianjie, with the positioning of "a sunny place to enjoy life", has created a one-stop and diversified characteristic commercial space, which has further contributed to the consumption construction and space upgrading of Liangxiang University Town and Changyang District.

At this point, the two projects have successively settled in Fangshan District, and the situation of two streets in one district has been formally formed. It is not difficult to see that the two Tianjie’s entry into the market is based on the optimistic long-term development potential of the region, but they still have their own radiation scope and customer focus: Fangshan Tianjie, as the first project of Longhu in southwest Beijing, is located in the traditional center and core area, and it will hold high the position of regional landmark when it enters the market; Xiyue Tianjie is located in an emerging area and potential zone, and it is cut in from a relatively young perspective, further improving the layout of Longhu in the southwest of Beijing. Not only do they not constitute competition, but they can also share core resources and give full play to their scale advantages, so as to jointly improve the consumption level of the plate and promote the commercial development in southwest Beijing.

Behind the era node that can always step on the urban development one step ahead of time, Longhu not only demonstrated how to step on it, but also demonstrated how to step on it beautifully.

(Longhu Beijing Fangshan Tianjie)

(First Opening Longhu Beijing Xiyuetian Street)

harmony in diversity

Each has its own emphasis on realizing "differentiated operation"

In Beijing, which pays attention to fast pace and high efficiency, the ideal life is sometimes a slightly extravagant word, but because of some warmth, it doesn’t seem so far away.

"In the past, we always joked about living in the village, but after the opening of Fangshan Tianjie, most of our needs can be solved here. When I was playing with my children in Kidsteam that day, I suddenly felt that I really had a good life. For this city, I had a practical feeling for the first time." Ms. Wang, who has been drifting in the North for many years, felt a deep connection with the city in Fangshan Tianjie at a casual moment.

As an embodiment of urban consumption changes and leading the urban lifestyle, Longhu Commercial always tries to reach the ideal life in people’s hearts through space upgrading and scene iteration. Fangshan Tianjie and Xiyue Tianjie are also adhering to their respective positioning, achieving continuous evolution and releasing commercial value through refined operation and differentiated creation.

Digging deep into the needs of customers, the first store leads the brand rejuvenation.

Beijing Fangshan Tianjie actively promotes the upgrading and rejuvenation of retail formats. Sephora, FILA FUSION, Nike Kicks Lounge, Mingjian, Mo&CO. OVV, UR and Uniqlo jointly form high-quality retail. In addition, brands such as Pandora, Chow Tai Fook Heritage, CARA BLUE and the sea life have successively entered, further strengthening the positioning of fashion life landmarks in the project area; In 2023, Fangshan Tianjie made great efforts in the catering field, introducing brand-new customized restaurants such as Pie Coffee, Nanjing Big Brand Restaurant, Russian Kitchen, Zuoting Right Courtyard, Youth Commune, Yuexiaoguan Southeast Asian Special Cuisine, Xingyue Laoguang Shunde Cuisine, Beijing’s first store on cattle, etc., and providing consumers with a variety of food choices together with existing brands such as Haidilao, Maliuji, Songhelou, Green Tea and Xita Old Lady. At the same time, we adjusted and introduced well-known retail brands such as NEW BALANCE 1906, move up and Shuye San, as well as entertainment and life experience brands such as Entertainment Extraordinary, Beijing Entertainment Cool Show KTV, Aofei ALPHAWORLD, Aofei Q Pet and Spark Off-line Classroom. So far, all the business groups in the museum have completed in-depth rejuvenation, further consolidating the project positioning.

(The first store in Nanjing big-name stall area, Luozi Fangshan Tianjie, is expected to open in 2023)

Unlike Fangshan Tianjie, which mainly focuses on the new middle-class customers who pay attention to quality, Xiyue Tianjie radiates more emerging customers such as new Beijingers and college students. Based on the differentiation of customer groups, the brand adjustment of Xiyue Tianjie also presents different emphases, and the trend of rejuvenation is obvious: Xiyue Tianjie has introduced X11, Qinyuan, Kashima Member Store, Yuejiazhuang, Xiaonanxiang and other first stores in Beijing, including Womei Film City, New Balance 1906, Chaohongji (002345), Perth Musical Instrument Store, Toys R Us, Cartooni, Sanfu and Guanshi.

(Kashima Member Store Beijing’s first store was grandly opened in October 2023)

At the same time, Uniqlo, a fashion retail brand of Xiyue Tianjie, was unveiled as scheduled on August 18th, and achieved the second place in Beijing and the sixth place in China on the opening day. On September 29th, Kashima member store, the first store in Beijing, was grandly opened, and the new store was opened. In October, Xiyue Tianjie created a series of activities with the theme of "coming to Tianjie to explore the treasure life". By linking the brands in the venue and digging deep into the product strength, the quality content communication combined with small and beautiful atmosphere activities further strengthened the project label and unlocked more surprises.

(Uniqlo Xiyue Tianjie Store ushered in super-high passenger flow and bright sales performance on the opening day)

Respond to different emotions and expect artistic style & the trend of youth has its own emphasis.

With the gradual promotion of brand level, the activity directions of the two projects are also different. During the summer vacation, Fangshan Tianjie introduced the original IP of Italian artist IP——BERTILO Pink Xiaopang for the new middle-class customers, and carefully created the PINK-UP circle powder party. At the same time, it used the IP image to decorate the store atmosphere and launch exclusive activities, which attracted many quality customers to punch cards in the store with artistic style, which caused widespread concern and spontaneous communication online and offline.

(Beijing Fangshan Tianjie builds a PINK UP circle powder party)

Xiyue Tianjie, starting from the link with young people, constantly refreshes the expectations of regional customers for the activity experience: in April, during the college students’ return to school season, it joined forces with five university towns to build a university town campus singer contest; In the summer file, Xiyue Tianjie and 52 TOYs successfully introduced its well-known IP image Panda Roll, combined with the current panda-raising craze in the cloud, and successfully realized the maximum traffic spread by using the embarrassing panda image and friendly and lovely IP characteristics, attracting many young customers to punch in, further strengthening the young and fashionable label of the project.

(Beijing Xiyue Tianjie and 52 TOYs create an offline theme event)

Continue to strengthen the multi-dimensional upgrade of the project label space scene

In order to create a space service with more temperature and memory, Fangshan Tianjie innovatively launched the "Shared Rooftop Plan", transforming the idle roof space into an effective space that can directly serve consumers; On the occasion of the 5th anniversary of this year, Fangshan Tianjie’s own IP "Flower Sea in Tianjie" activity has entered version 5.0. From the initial scene creation to this year’s "rooftop economy", the scene creation is associated with consumption, and the flower sea activity has now become a foreign business card of the project, which makes people look forward to the subsequent rooftop creation while deepening the project imprint.

(Beijing Fangshan Tianjie "Tianjie Youhuahai 5.0" entered a new era of rooftop economy)

In 2023, Xiyue Tianjie focused on the building of the three-span and four-story light energy field of the project. Around the leisure space in the venue, it successively introduced brands that are popular among young people, such as Yeren Mufang, Mini Coconut, Lucky Big Four Happiness, etc., and combined the space characteristics with the investment operation, thus creating a win-win combination of shopping mall space and brand merchants.

(The light energy field on the third floor of Xiyuetian Street in Beijing creates a strong festive atmosphere)

It can be seen that Fangshan Tianjie and Xiyue Tianjie have realized the dislocation management and effective differentiation of the two projects through different business models and development strategies in a harmonious but different way. At the same time, the differentiated models complement each other to meet the needs of different customer groups, forming the full coverage of Tianjie’s influence in Fangshan area. With the rapid development of Fangshan and the improvement of the consumption power of the whole customer base, the two projects will continue to adjust and reform while deepening their positioning, so as to keep up with the rapidly growing consumer demand of the customer base, and further promote the optimization and upgrading of the overall regional business environment and the continuous rejuvenation of the regional business pattern with long-term sustainable project development.

Have a successful layout

Create Beijing’s "Tianjie Effect"

In 2023, Fangshan Tianjie and Xiyue Tianjie both reached an average daily passenger flow of 40,000+and a occupancy rate of 99%. The outstanding performance not only showed the maturity of the two Tianjie, but also further verified the unique vision of Longhu’s daring to explore.

Looking at Beijing, from blank to dotted with nine projects, Longhu has formed a complete pattern of "8 Days Street +1 Star Yuehui" on the urban map of Beijing. Among them, whether it is Changyan Tianjie, which leads the tide, Lize Tianjie, which reshapes the regional value, or Beiyuan Tianjie, which completed the first show of Longhu urban renewal, all follow the same location logic as Fangshan Shuangtian Street: on the one hand, give priority to the layout of potential areas and grow together with the help of the east wind of regional development; On the other hand, optimize the core location and layout of TOD projects in the region, and introduce natural flow with the help of traffic advantages to create regional and even city-level commercial landmarks.

At present, Longhu Commercial has more than 2,000 cooperative merchants in Beijing, and tens of millions of consumers meet Tianjie every year. Its brand reputation and urban influence have reached a new level, and it has become one of the most representative labels of Beijing commercial.

It is reported that in the future, Longhu will continue to be deeply cultivated in high-speed cities. Through insight into regional value and layout of high-quality projects, it will promote the overall development of the region while self-iterating, and contribute to a new paradigm of high-quality commercial development. We look forward to seeing Longhu Commercial in more areas in the future and witnessing the vitality and vigor it brings to the city.