□ Running the financial presses.
This Dragon Boat Festival, the entire circle of foreign companies in the Yangtze River Delta is focusing on a game in Nanjing.
On June 8, 2024 Nanjing Invitational Dragon Boat Race for Foreign-Invested Enterprises and 2024 Nanjing International Consumption Festival (Summer) were launched in 1912 International Block of Baike Lake.
Yangzi Petrochemical - BASF, Bossi home appliances, Chang'an Mazda and other foreign-funded enterprises, 21 teams, about 500 players on the same stage, on the one hand, the fragrance of rice dumplings, dragon boat racing, on the one hand, the bustling bazaar crowded. At this moment, the "heat" of Nanjing's consumer market and the "openness" of Nanjing's urban temperament reflect each other, which is extremely impressive.
From this moment onwards, Nanjing's summer consumption promotion activities can be said to have officially opened the curtain. This summer alone, Nanjing City will engage in 500 consumer promotion activities, from June to September, an average of more than 4 a day.
Many people think that Nanjing's science and technology is strong, industrial strength, but in fact, Nanjing's consumption is also strong. 2021 is the "national per capita consumption of the first city"; national malls last year's sales rankings, Nanjing Deji is the second; the world's first store, the first store in Asia are in the Nanjing pile; 2023 the city's total social zero 820.5 billion yuan In 2023, the city's total social retail amounted to 820.5 billion yuan, an increase of 4.7%.
NJ spending, why is it so beatable?
Rare cross-border integration in five areas
First of all, Nanjing's consumer characteristics, "business, culture, tourism, sports and recreation" five major areas of cross-border integration is indeed rare.
Take this dragon boat race for example. You may not know it, but it has been held for 20 years. As an annual event for Nanjing's tourism and business communities, the Foreign Invested Enterprises Dragon Boat Invitational has become a unique city "business card" for Nanjing.
The innovative combination of the brand's sporting event and the 2024 Nanjing International Consumption Festival (Summer), which was launched simultaneously during the Dragon Boat Festival holiday, has attracted even more attention. A total of 113 Fortune 500 companies have now invested and set up legal entities, subsidiaries and branches totaling 235 in Nanjing. By the end of 2023, Nanjing has attracted a total of 17,188 foreign-invested enterprises from 133 countries and regions over the years, with a total investment of 274.1 billion US dollars.
There is also a data more interesting: in 2023, the scale of profit reinvestment of foreign enterprises in Nanjing increased by 1,08% year-on-year, accounting for nearly 60% of the proportion of the actual foreign investment, which means that foreign investment in Nanjing is very optimistic about the city, willing to continue to increase the size of the city, and is willing to be tied up in depth.
The paddleboards of these foreign players entering the water in unison are regarded as the strongest "vote of confidence" they have cast on the development of Nanjing. The cross-border association of this event and the Consumption Festival is not only a reflection of Nanjing's openness, but also a symbol of Nanjing's internationalization and consumption.
Back to Nanjing's consumption, "business, culture, tourism, sports and recreation" five major areas of cross-border integration, the method of play can be summarized as follows - linkage of peripheral scenic spots, cultural and museums, sports centers and other resources, according to local conditions, integrated into the elements of performing arts, e-sports, animation, sports, trendy games, etc., the introduction of the international city leisure and tourism festival, cultural and art festivals, sports carnivals and e-sports live games and other activities. City Leisure and Tourism Festival, culture and art festivals, sports carnivals and e-sports live tournaments, etc., to create a composite consumption agglomeration area integrating shopping, dining, leisure, entertainment and sports.
Next, there are more cross-border integration points: Nanjing Tourism Group in Jinling STYLE block held the third Jinling Tanabata Cultural Festival, it is said that there will be a lot of "innovative" scene experience; Municipal Bureau of Sports in the old Mendong held 2024 China Street Dance League (Nanjing station); Tangshan Happy Water World fireworks show, the Wuxi Water Town of Wuxi! Summer Party, Jinniu Lake's Mountain and Sea Exotic Beasts Lighting Festival, is also very much available to visit.
It's the main one that's all-time and all-access, and it's the right place to come to NJ in the summer.
Others "+consumption", Nanjing "consumption +"
What are the characteristics of Nanjing? Nanjing "carries on the east and starts the west, connects the north and south", is the vertical axis of the Yangtze River and Beijing-Shanghai, the horizontal axis of the junction, but also the lower reaches of the Yangtze River is the only city across the north and south, naturally has a fairly broad hinterland.
Nanjing's resident population of 9.54 million, but instantaneous real population of more than 13 million. Plus so many young people, the number of college students year-round at about 300,000, so Nanjing engaged in consumption is not afraid of no one, afraid of no characteristics.
Other cities engage in consumption, shaking in the back of other things "+ consumption", Nanjing said to "consumption +". This "+", consumption is a silk thread, the scattered pearls of Nanjing City are strung up.
"Consumption + culture": the most successful example is the Deji Art Museum, one of the hottest spots in Nanjing on the Internet, in high-end shopping malls to do high-end culture, Nanjing to play this hand. But don't forget, Nanjing also has a "World Literature Capital" business card. In addition to this case, Nanjing has the Golden Eagle Museum of Art, Yunzhang Gongshu and a number of "cultural venues in the mall", and in the future to encourage commercial carriers to introduce art shows, fashion roadshows, cultural and creative collection, film and television gaming and other high-quality cultural and tourism projects, and to promote the transformation of traditional business to the business, cultural and tourism experience consumption.
"Consumption + Sports": this foreign-funded Dragon Boat Race is an example of a place that was actually chosen very carefully, at Baijia Lake in Jiangning District. Why here? Because Nanjing now needs more new business districts, in addition to stabilizing international-level business districts such as Xinjiekou and Yuantong, it is also necessary to promote the upgrading and upgrading of business districts such as Fuzimiao, Baijiahu and Xianlin. In the future, it is conceivable that there will also be mass sports events and sports business into Nanjing's shopping malls and neighborhoods.
"Consumption + Branding": to put a number on it, over the past three years Nanjing has added 820 first stores of well-known domestic and international brands, leading similar cities nationwide in terms of quantity and quality. Nanjing will have a new label, "new consumer brand innovation in Nanjing", to push new brands, come to Nanjing. As long as the young people and the people of Nanjing recognize, this product will not be bad. And Nanjing in the past two years appeared a lot of new master brand, that brand innovation here is very dynamic.
"Consumption + Night Economy": Nanjing continues to build the "Night Jinling" brand, releasing the Nanjing Night Consumption Strategy, creating "night shopping, night food, night accommodation, night tour, night entertainment, night reading, night health" and other night consumption scenes. Night consumption scenes. Nanjing at night, more fun.
Nanjing also has a very powerful "small store program". Nanjing wholesale, retail and residential food industry small store about nearly 200,000, which was born in the "Li Ji pot stickers" such as city-level brands, but also put a round of consumer vouchers. In the application of the scene to the small store tilt, and the joint Internet platform to concentrate resources to help small stores shout, the effect is very good. Later, on the basis of the "small store program", the Nanjing Municipal Bureau of Commerce upgraded and launched the "one million digital people entrepreneurship program", the characteristics of the small stores are gradually becoming an important IP brand of Nanjing cultural tourism.
Others are looking at the "first store", Nanjing not only grasp the "first store", but also do not forget the fireworks in the "small store", another "consumption +" to drive the economy. "Pulling the economy is another example of "consumption +".
NJ wants "retention".
Not just "traffic."
And many cities to promote consumption of "overnight popularity" path is not quite the same, Nanjing seems to "disdain" to chase the so-called "Netflix temperament", but has an inherent "long red body".
Nanjing is actually considered an atypical provincial capital city, finance, science and technology, universities, biomedicine is Nanjing's notable label. Nanjing's Guodian Nanrui, Guodian Nanshi, Nanrui Relay, three annual income can be close to 30 billion. Favorably, these industries are To B, and the people To C has no direct relationship.
Nanjing's branding services for consumers are a bit weak in terms of industries and companies. But hidden under these labels is Nanjing's deep humanistic heritage and solid consumer base.
After all, Nanjing is too worth shopping: Nanjing Museum, Xuanwu Lake, Zhongshan Scenic Area, Jiming Temple + Pearl River, Yanziji Guanyinmen, Niushoushan, Sifang Contemporary Art Lake District, Jiangxinzhou Monet Park, Summer Palace Road ...... Any one of these can beat some of the so-called "net red! The first is the "net red", which is the name of a "net red".
Known as the Ming dynasty "Qingming Shanghe Tu" of the "Nandu prosperous meeting map", depicting the late Ming Wanli years Nanjing Qinhuai River on both sides of the scene. In the scroll, Nanjing, only store signs and fronts as many as 109, Chung and cloth store, net towels Fake, shoes and boots old store, arrows and helmet tassels, the best official belt, tea Fake, ancient and modern painting and calligraphy, etc., there are selling silk, selling Beijing-style boots, selling belts, all kinds of.
All kinds of different groups of people can find echoes in Nanjing, which also laid the foundation of Nanjing people's tolerant and atmospheric character. It can be said that Nanjing is not today's "net red", but the history of the "long red". The "red period" of the long you do not realize, because those who burst into flames are not very famous in the past, and Nanjing is always famous.
Nanjing's "Versailles", not too little, but too many resources on hand, how to use the "zero mentality" innovation issues.
The innovation of consumption may have to focus on the innovation of scenes. Nowadays, city tourism is expanding from the traditional scenic spots to the city's fashionable neighborhoods and characteristic scenes, can Nanjing catch this wave of trend? Nanjing this year to "cultivate 1,000 new consumer scenes", worth looking forward to.
