Yangpu, how to make consumption heat up? On April 27, People's Daily Online-Shanghai Channel launched "Yangpu Life and Consumption Observation (Part 2)," focusing on Yangpu's vivid practices in creating a new business card for commercial consumption, reporting on Yangpu's innovative digital economy consumption scenarios and rich business format scenarios, showcasing the "immersive," "digital," and "youthful" characteristics of the three major Yangpu consumption brands—Playing and Shopping in Digital Yangpu, Intelligent and Fun Digital Yangpu, and Experiencing Digital Yangpu—in the wave of Shanghai's "May 5 Shopping Festival."

Yangpu Life and Consumption Observation (Part 2):

Constantly "Updating" Scenarios, This is How Yangpu Creates a Resounding "Intelligent and Fun Digital Yangpu" Brand

From "Yangshupu" to "Digital Yangpu," with a difference of one character, what's the difference and what will it change?

Yangpu District is named after Yangshupu Port. We think, in a sense, the 'tree' of Yangshupu can be transformed into a 'digit' in the future. As early as the 2023 "High-Quality Development in Shanghai·Yangpu District" press conference, Zhou Haiying, Deputy Secretary of the Yangpu District Committee and District Mayor, had proposed that Yangpu District had gathered 7,000 digital economy enterprises, with the district-level tax revenue accounting for more than 30% and the revenue accounting for more than 50%. "It can be said that Yangpu's digital economy has accumulated momentum."

May is just around the corner, and the 5th "May 5 Shopping Festival" activities will also arrive as scheduled. With Wujiaochang Square as the core radiating the entire district and "Playing in Yangshupu" as the theme, Yangpu District highlights the demonstration and leadership of "immersive," "digital," and "youthful," creating three major consumption brand features: Playing and Shopping in Digital Yangpu, Intelligent and Fun Digital Yangpu, and Experiencing Digital Yangpu.

Among them, focusing on the "digit," how does Yangpu District balance "intelligence" and "fun" to make the "May 5 Shopping Festival" gather popularity, heat up consumption, and thicken the atmosphere?

Innovative Consumption Scenarios, Seizing the New Track of Low-Altitude Economy

Under the backdrop of the digital economy, the "integration of digital and real economy" is constantly presenting new consumption scenarios, models, and trends.

In the past, people had to go to physical stores to purchase commodities, which later evolved into placing orders on mobile phones and having delivery staff deliver goods to the door. Now, with the introduction of drone delivery technology, it can achieve delivery within 15 minutes within a 3-kilometer radius, making delivery methods more convenient and greatly satisfying consumers' pursuit of "spending money to buy time."

Shanghai's First Meituan Drone Route in the Central Urban Area Launched

On December 27 last year, Yangpu District seized the strategic opportunity of the rapid development of the low-altitude economy industry and successfully opened a drone delivery route in the Wujiaochang commercial district, becoming the city's first central urban area commercial district route. Users ordering takeout near Kaede Guo Zheng Center can choose drone delivery. A packed portion of shengjianbao can be delivered to the landing point in as fast as 7-8 minutes, maximally retaining the flavor when it's freshly out of the pan.

Among them, merchants such as Manner Coffee, Guimanlong, and Xiaoyang Shengjian, which were the first to access drone delivery, achieved nearly 150% efficiency improvement compared to the traditional model. The person in charge of Wujiaochang HOPSON ONE stated, "The introduction of drone delivery technology will help the commercial district achieve self-commercial innovation, making delivery more convenient, thus meeting the diverse needs of more surrounding users in their lives and enhancing the existing service experience."

Consumption is an important engine of economic growth. With constantly "updated" scenarios, consumption can add driving force.

At present, markets are becoming one of the new consumption scenarios. Consumers tend to look for interesting things in this scenario and pursue a consumption experience that integrates the spiritual and the living. This time, Yangpu District will gather Black Pearl and must-eat list merchants to comprehensively showcase gourmet delicacies and hold the Meituan Must-Eat List Market; hold the Dada Digital Product Market to build an ecosystem closed loop of "online recommendation, online nurturing, and offline picking."

Fun: Layout "Online + Offline," Richer Business Format Scenarios

Currently, how to innovate the "engine" to drive the consumption "cart"? Yangpu District fully leverages the advantage of online new economy platform agglomeration, develops "online + offline" new business formats, and strives to provide consumers with a more relaxed, personalized, and futuristic consumption experience through innovation in multiple dimensions such as products, services, consumption, and space, continuously promoting the release of consumption potential.

University Road Temporary Pedestrian Street Activities Revitalized and Upgraded Again

In the 2023 graduation season, the Douyin Life Service "Heartbeat Block" activity first landed in Shanghai's Yangpu District University Road, combining the graduation season with the catering, leisure, and entertainment business formats of University Road, focusing on the surrounding Fudan University, Tongji University, Shanghai University of Finance and Economics, and other university populations, carrying out a series of online and offline activities, helping University Road continuously go viral on the Douyin platform, creating a Yangpu characteristic city business card with "University Road" as a hot spot, making urban labels such as "trendy" and "creative" more deeply rooted in people's hearts.

Since the beginning of this year, University Road Temporary Pedestrian Street has collaborated with Douyin, Xiaohongshu, Meituan, BILIBILI, and other platforms to hold special activities such as Douyin University Road Heartbeat Block, University Road New Semester, Meituan Beauty Winter Renewal Season, BILIBILI New Year's Music Party, promoting the vitality of the block commercial district. This time, Yangpu will combine the "May 5 Shopping Festival" and Shanghai's food and beverage consumption culture, strengthen the drainage function of digital platforms, maximize the traffic of the block, and further boost Yangpu's consumer market.

Thousands of Sails Set Sail·Dragon Lanterns Dazzling Thousands of Enterprises on Douyin, Ten Thousand Merchants Gather in Yangpu

At the same time, coordinating and promoting Douyin live-streaming to enter shopping malls further empowers physical commerce. In recent years, Yangpu District has leveraged the platform functions and driving effects of leading Internet e-commerce enterprises, promoting the interaction between live-streaming with goods and brand promotions, online coupon issuance and offline consumption, empowering regional enterprise development through "Thousands of Enterprises on Douyin," supporting the "Douyin Supermarket New Year Goods Festival" to issue more than RMB 20 million in consumption discount coupons, with Douyin's online transaction amount, order volume, and cumulative transactions increasing by 75%, 33%, and 30%, respectively.

During this "May 5 Shopping Festival," Yangpu District will strive to shape a new commercial image of Yangpu with quality, vitality, and openness. For example, Dewu will release new-season trendy and light luxury products, leading the new trend of young consumption; HOPSON ONE will launch a brand spring limited exhibition, Wanda Plaza will hold an urban consumption festival, launching the urban YEAH action plan, introducing the Tesla frunk market, joining hands with domestic trendy brands, carrying out super brand day offline experience activities, etc., creating a new consumption model integrating online and offline.