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On [Month] [Day], the National Consumption Promotion Month and the Beijing-Tianjin-Hebei Consumption Season, jointly hosted by the Ministry of Commerce and the municipal governments of Beijing, Tianjin, and Hebei, officially kicked off at the Wanlimiao Pedestrian Street in Shijiazhuang. Themed "Year-round Enjoyment, Nationwide Benefits," the event integrates commercial, tourism, cultural, sports, and health resources from the three regions, launching over a thousand online and offline consumption promotion activities. These activities cover shopping, dining, culture, tourism, and sports, aiming to create a new pattern of regional consumption collaborative development and inject strong vitality into the national consumer market.

Under the night sky, the Wanli Temple Pedestrian Street is brilliantly lit with lanterns and bustling with crowds. After undergoing renovation and upgrading, the Wanli Temple Pedestrian Street was awarded the title of "National Model Pedestrian Street" by the Ministry of Commerce. Today, the street is lined with shops and offers a rich variety of business formats. It not only restores old street memories such as the Tongle Theater but also introduces studios of several national-level arts and crafts masters, including Zhou Shuying's paper-cutting. The area gathers various consumer formats with youthful attributes, such as cultural and creative products, specialty snacks, clothing and department stores, and trendy play experiences. Many well-known brands have opened their first stores or flagship stores here, attracting a large following. Leveraging the Wanli Temple Pedestrian Street commercial district, the event integrates characteristic brands and product resources from the Beijing-Tianjin-Hebei region, setting up special exhibition and sales areas for the Time-honored Brand Carnival and the Foreign Trade Quality Products China Tour (Beijing-Tianjin-Hebei Quality Products Fair) within the commercial street scenery. Additionally, special trade-in promotions for mobile phones, washing machines, mattresses, and electric bicycles have been organized to boost consumption.

Time-honored brand + intangible cultural heritage + national trend

Enjoy a colorful life

At the event site, time-honored brands, national trend brands, and intangible cultural heritage skills from Beijing, Tianjin, and Hebei gathered together, showcasing a consumer feast that blends tradition with modernity. Tianjin's Guifaxiang Eighteenth Street twist bread wrapped in Nezha packaging and Hebei's specialty Jin Feng roast chicken were among the dazzling array of unique products that attracted visitors to stop and taste. In front of the Shijiazhuang time-honored brand Zhonghexuan steamed dumpling booth, the person in charge, Fan Yali, was busy heating food for visitors: "We have prepared steamers and microwaves to ensure every steamed dumpling is served hot. The satisfaction of visitors is the best word-of-mouth."

In front of Ziguangyuan's booth, the signature internet-famous product, milk skin yogurt, was displayed in abundance. Customers came in a continuous stream to purchase, and the staff were busy introducing and packing the products for everyone. Hu Linzheng, the Sales Director of Beijing Ziguangyuan Catering Co., Ltd., said, "We specially brought several boxes of yogurt, and we didn't expect that nearly half of them would be sold on the first day, far exceeding our sales expectations." Many consumers decided to buy multiple boxes after tasting. A citizen from Shijiazhuang bought several boxes at once and excitedly said, "I have always liked dairy products, and I saw many netizens recommending this online. Today, I tried the milk skin yogurt, and its texture is so unique, unlike anything I've had before. So, I bought several boxes to take back for my family to try, so they can also experience the delicious taste of Beijing yogurt."

Cultural empowerment has become a distinctive feature of this consumption season. In the exhibition area of the national intangible cultural heritage "Teng's Cloth Paste Painting," Teng Yanchun, the manager of Tianjie Art Gallery, introduced the artwork "Blossoms" to visitors, stating: "Teng's Cloth Paste Painting originated from Chinese folk art and has a history of many years. It uses cloth as paper and paste as ink, ingeniously integrating traditional techniques such as painting, embroidery, and paper-cutting to create a unique art form. This piece, 'Blossoms,' is inspired by the lush flowers of the early summer season, with each flower detachable to be worn as a brooch, allowing the art to be both admired and integrated into daily life." Teng's Cloth Paste Painting also keeps up with trends, showcasing a piece featuring the image of the "demon child" Nezha, reflecting a clever combination of traditional craftsmanship and contemporary Chinese cultural elements.

The Shenshan Market brand, established by Yiwen China Handicraft Workshop, is highly favored by young tourists. Its director explained to reporters that Shenshan Market is centered around the core concept of "seeing people, seeing objects, seeing life." Leveraging over a hundred independently owned intellectual property rights of Chinese ethnic aesthetic patterns, it collaborates with global designers and artisans to redefine the national trend lifestyle in areas such as high-end home living, national trend fashion items, and Chinese trendy toys.

At the booth, the reporter saw highly distinctive original Rosa roxburghii notebook and handmade deep mountain rabbit products, among other trendy cultural and creative items. The aforementioned person in charge picked up an original Rosa roxburghii notebook and introduced: "This notebook is meticulously embroidered by impoverished Bouyei embroiderers from Ceheng, Guizhou. It uses suede cloth and hand flat embroidery techniques to transform mountain scenery into exquisite cultural creations, allowing urban consumers to appreciate the charm of ethnic handicrafts. Through market-oriented methods, we bring the works of deep mountain artisans into urban life, safeguarding cultural roots and aiding rural revitalization." As the national consumption promotion month continues, Yiwen China Handicraft Workshop and Deep Mountain Market will continue to play a leading role, promoting Chinese ethnic handicraft culture to a broader market, aiding consumption upgrading, and injecting new momentum into the development of the cultural industry.

three-earth resonance

various measures to promote consumption

According to the Hebei Provincial Department of Commerce, in order to further tap into consumption potential, Hebei Province will vigorously implement a special action to boost consumption this year, planning and implementing a series of practical measures.

In advancing the replacement of old consumer goods, scientifically formulate the overall fund utilization plan and implementation plans for various categories, establish a database of enterprises undertaking the replacement of old goods and a database of participating product information, and improve the coordination and promotion mechanism. In expanding service consumption, implement the three-year action plan to promote high-quality development of service consumption, strengthen the construction of catering brands, and carry out the "Hundreds of Thousands of Household Services Boosting Rural Areas" initiative. In innovating consumption scenarios, promote the effectiveness and branding of typical multi-format integrated service consumption scenarios, and support the introduction of flagship stores, first-release products, and flagship stores in various regions.

Reporters have learned that, centering around the main theme of the Beijing Consumption Season, various districts in Beijing are making concerted efforts to spark a regional consumption boom. Dongcheng District will fully unveil its consumption season under the theme "The East of the Forbidden City, Colorful Seasons"; Chaoyang District is simultaneously launching a series of events for the "Trendy Chaoyang, Gathering at Wanxiang" consumption season; and the annual Fengtai Consumption Season, themed "Enjoy Fengtai, Experience Fengfan," will officially kick off this month. High-quality activities across the districts are driving widespread participation from various market entities, gathering diverse brands and scenarios, providing citizens and tourists with more beneficial measures and better consumption experiences.

In the cultural, tourism, and sports sectors, Beijing will host the "Welcoming Spring" flower viewing event at micro-vacation destinations, creating a spring tourism atmosphere encapsulated by the theme "Spring Breeze for Miles, Flowers Bloom for You." The city will also organize key events such as the ISU World Short Track Speed Skating Championships and the Beijing Cross-Country Skiing Open, enriching the "sports+" and "ice and snow+" consumer experiences. Each district will fully leverage its unique regional resources to create integrated activities like the Liangma River Spring Awakening, the Changping Strawberry Festival, and the Longqingxia Ice Lantern Art Festival, offering tourists a one-stop experience of travel, shopping, and entertainment.

According to a relevant official from the Tianjin Municipal Bureau of Commerce, during the event period, Tianjin will focus on promoting the Beijing-Tianjin-Hebei region as a mutual market, resource, and customer base. It will collaborate with Beijing and Hebei to continuously explore resources in the fields of commerce, technology, culture, tourism, and sports. Combining new consumer hotspots such as green health, artificial intelligence, and the secondary dimension, a series of consumer promotion activities will be conducted both online and offline.

At the launch ceremony, the "City Gifts" of the Beijing-Tianjin-Hebei region, the "Taste of Beijing-Tianjin-Hebei" renowned restaurants, and the "Top Consumer Destinations" directory were also introduced, providing tourists with more and better consumption options. Among them, the "Haibe Hui" book fold from Tianjin, the Snake Dun Dun from Beijing, and the Lulu Almond Milk from Hebei were listed as "City Gifts" of the Beijing-Tianjin-Hebei region. Dining brands such as Quanjude from Beijing, Lishunde from Tianjin, and Zhonghongji from Hebei were recognized as "Taste of Beijing-Tianjin-Hebei" renowned restaurants. New consumer scenes like the Beijing Yiyun Digital Art Center, the Bincheng Business District in Tianjin, and the Aranya Community in Qinhuangdao City were included in the "Top Consumer Destinations" directory.

The exhibition event will last for three days, continuing until the [specific date]. In [specific year], the three regions will synchronize their efforts to organize a shopping carnival, beer festival, night economy consumption season, and e-commerce cultural festival, among other online and offline promotional activities. They will delve into the unique commercial, technological, cultural, tourism, and sports resources of the three areas to conduct multi-themed, multi-type, and multi-channel consumption promotion activities. This will create a multi-industry integrated consumption scenario, further stimulating the consumption enthusiasm in the three regions.

Illustration/Text by Li Gucheng

Editor: Yan Mi, Li Gucheng

Review/He Xiaoxi

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