Beijing plans big commercial projects

Beijing is revamping its commercial landscape to boost domestic consumption, with plans to transform 12 traditional commercial districts and introduce 1 million square meters of new commercial space by the end of this year.

The city is also developing innovative "commercial plus" projects to meet evolving consumer needs. A key project, called Wanli, or "Bay Area," is set to open in the second half of this year in the Tongzhou district sub city-center.

Positioned as a hub for luxury and cultural experiences, it will include Wangfujing Wellton, the largest outlet mall in Beijing, a high-end hotel and a resort. Over 50 percent of the space will be dedicated to cultural and artistic experiences, with 60 percent of the brands debuting in the sub city-center.

Beijing Hops On, formerly a traditional mall in the Changping district, has become a new landmark by integrating fashion, sports, music festivals and art shows.

"Different from a traditional mall in a building, we have built 'a mall in the park' in our whole complex, with an area equal to 65 football courts," said Li Yihui, marketing director of Beijing Hops On. "When consumers come to our space, they experience shopping, sporting and family-gathering in a park at the same time. We hold various events according to seasons, trying to promote a closer emotional connection with our customers."

During 2024, its inaugural year, Beijing Hops On welcomed over 30 million visits, achieved total sales exceeding 2.24 billion yuan ($309.7 million), and generated nearly 800 million yuan in tax revenue, according to the company.

Industry insiders believe that nonstandard commercial projects should break boundaries and enhance experiential value to attract consumers.

"Today's top shopping areas aren't just about selling things — they're about creating experiences. The successful cases mix shopping with fun, learning and hanging out," said Zhou Guandi, general manager of Beijing Wukesong Wanda Plaza.

"Think of a mall that has art galleries, book stores or cozy coffee spots. This way, people come not just to buy, but to enjoy themselves and connect with others."

Located in Haidian district, home to many universities and scientific institutions, Beijing Wukesong Wanda Plaza is positioned as a new art space by integrating cultural and artistic characteristics.

"We want to satisfy the passionate pursuit for culture and art among the public," Zhou said.

This year, the project will feature a technology-themed year, with science culture festivals and other tech events to create a platform for tech development and knowledge sharing.

Piao Xuedong, head of the Beijing Municipal Commerce Bureau, said at a work conference that in addition to revitalizing iconic commercial zones, the city will also foster 30 distinctive "late-night dining" streets and accelerate the development of logistics bases to create a more integrated and efficient consumption environment.