sugar painting performance in Kuanzhai alley attracts tourists’ attention.

the gray walls of Kuanzhai alley are in sharp contrast to the colorful umbrellas

announced the first batch of five “national demonstration pedestrian streets” at the “special news conference on pedestrian street reconstruction and upgrading” held by the Ministry of Commerce on November 22, including Chengdu Kuanzhai alley pedestrian street. Yesterday, the Ministry of Commerce awarded five demonstration streets at a National On-The-Spot Meeting on reconstruction and upgrading of pedestrian streets in Nanjing.

and “Kuanzhai alley” Pedestrian Street in Chengdu is one of the first batch of pedestrian street renovation and upgrading pilot projects in China. Chengdu takes “highlighting the charm of Tianfu culture and experiencing Kuan Zhai real life” as the overall orientation, to create a “three products” and “five haves” characteristic commercial street with quality, brand and grade, history, culture, business soul, business operation and brand name In depth planning with high standard and high level, and actively promote the improvement of block transformation and the construction of key projects. ” In the view of the relevant person in charge of the Municipal Bureau of Commerce, kuanzhaixiang pedestrian street has become the city card with the most cultural flavor of Chengdu and the most popular tourist clock in place through the efforts of nearly two years. The city name card

,

and “old” are the essence of their

,

, “Chengdu flavor and international fan”, which create the culture of “width” and “culture”. The

and

city needs culture, and also the material carrier for culture to survive and spread. The pedestrian street is a microcosm, which can reflect the city commercial culture and become an extension of the city card. What kind of shops and businesses can be displayed clearly in the pedestrian street, and the people who go shopping are not only business participants, but also cultural perceivers and city observers. Obviously,

and

are closely related to the development history of pedestrian street. Kuanzhaixiang pedestrian street is located in Shaocheng District of Qingyang District, the core of the central urban area of Chengdu. It is the last vestige of three thousand years of young city culture and three hundred years of Manchu culture. It is the “only copy” of northern Hutong Culture and Western Sichuan residential quadrangle in southern cities of China. It is the most typical representative of livable leisure and fashion life in Chengdu Plain and the first in China Courtyard style scene consumption life experience is the most original specimen.

,

and “Lao” are not only the reasons for the upgrading of pedestrian street, but also the essence of their preservation. Some scholars believe that the formation of the commercial street originates from the gathering of merchants in the most convenient trading place in the city, and most of the merchants have their own shops when the commercial street is initially formed. Therefore, it is not difficult to understand why the pedestrian street is always located in the center of the old city and often breeds a large number of time-honored brands. According to the above-mentioned person in charge, “as an important carrier for the development of characteristic small shops, Chengdu has formed more than 60 pedestrian streets, including Kuanzhai alley and Jinli Street, which has played a very important role in cultivating and upgrading characteristic shops containing Tianfu culture, showing craftsmanship spirit and carrying the memory of the city, and promoting the prosperity and development of” shop economy. ”

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on the other hand, the goal of building Kuanzhai alley pedestrian street into “cultural experience block with unique life characteristics and world cultural tourism destination” is also quite clear in the transformation and upgrading planning. It is reported that Kuanzhai alley has improved the landscape features of the street according to the principle of “less demolition and more renovation, carrier transformation, and old as old”. It has restored 50 courtyards in the core area, transformed and upgraded 128 street shops, and carried out the renovation and upgrading of the building facade, green landscape, slow traffic, courtyard environment and power equipment of six streets, including Paulownia, xiaotongxiang and Kuixing building. The person in charge also stressed the feeling of “old”, that is, the cultural characteristics become more and more obvious. “Kuanzhai alley also adheres to the concept of” Chengdu flavor and international style “, creates symbolic cultural scenes, excavates street culture, tells courtyard stories, integrates fashion cultural elements, promotes the inheritance of traditional culture, and shapes Kuanzhai cultural characteristic brand.”

and

touch people’s consumption nerves. The cultural and commercial integration of

,

, ,

and

forms the characteristic consumption scene

has carried out the first batch of pedestrian street renovation and upgrading pilot projects in 11 cities, with a total of more than 800000 square meters of commercial buildings, the introduction of more than 900 well-known brands, and the addition of more than 80 flagship stores and first stores, including not only world-class brands, but also a large number of Chinese time-honored brands and local brands. ” At a special press conference held by the Ministry of Commerce on November 22, the relevant person in charge of the Ministry of Commerce introduced that the 11 pedestrian streets have achieved 5g signal coverage, the wide application of face recognition technology, and the implementation of “small dispute compensation first” and “no reason to return goods”. Only in 2019, the total passenger flow and turnover increased by 22.6% and 17% year-on-year.

and

the author of “new theory of consumerism” McRae once said: “the atmosphere stimulates the desire to buy, the scene makes the reason for consumption”. In other words, consumption is no longer just buying goods, but also contains more dimensions and deeper added value such as experience, feeling and atmosphere creation.

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and “Kuanzhai alley” are new scenes of international consumption. We hope that they can become the “street” that really touches people’s consumption nerves. ” The relevant person in charge of the Municipal Bureau of Commerce said frankly that Kuanzhai alley is one of the three major historical and cultural blocks in Chengdu. It is the mission and responsibility of transformation and upgrading to protect and utilize the historical and cultural heritage. How can

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carry rich and diverse consumer demand? The person in charge explained that Chengdu’s wide and narrow alleys are arranged according to the form and format of “one lane, one theme, one courtyard and one scene”. Relying on the unique texture of six fishbone like pedestrian streets and more than 60 courtyards, Chengdu’s Kuanzhai alley has created a “Shaocheng Shenghuo” theme block, forming a “leisure life” in Kuan alley, a “tasting life” in a narrow lane, and a well lane “Market life”, xiaotongxiang “elegant life”, Paulownia Street “man life”, kuixinglou Street “cultural and creative life” feature theme consumption scene.

from the Municipal Bureau of Commerce’s “Chengdu Kuanzhai alley self-evaluation report” shows that in the process of transformation and upgrading for more than two years, Chengdu has compiled 36 special plans and special research reports, covering the protection of cultural heritage, landscape transformation, business optimization and promotion, 5g demonstration block and other aspects, exploring the cross-border integration of historical and cultural heritage and modern commercial civilization Street renovation and upgradingpattern.

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show the light of the city, and

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play a leading role in creating a new city IP

The characteristics of

Pedestrian Street are as follows: first, slow walking can leave passers-by more time to look at the street and experience the style and features, which requires that the pedestrian street must have historical stories and cultural temperament, and be able to make people stop and linger; second, it should rely on the existing convenient transportation and high popularity to form Matthew effect, let word-of-mouth spread, and let business opportunities gather; third, it should be “comprehensive” – it is necessary to have a comprehensive format and full-time service to bring changes and rich experiences to the passenger flow.

and

are very lucky. Kuanzhaixiang pedestrian street in Chengdu has these characteristics, which is bound to add a beam of light to the city’s external display.

According to the relevant person in charge of the Ministry of Commerce of

, to promote the reconstruction and upgrading of pedestrian street is to start with “small incision” and strive to make a “big article” – first, to meet the people’s needs for a better life; second, to transform and upgrade the pedestrian street is to play the role of consumption leading production; third, to expand the opening up, the transformation and upgrading of pedestrian street is to play the window of pedestrian street The role of mouth is to create a beautiful business card of the city, inherit the historical context and excavate the cultural connotation.

it is understood that kuanzhaixiang pedestrian street has a unique history and culture. In the pilot project of transformation and upgrading, kuanzhaixiang pedestrian street connects Tianfu Jincheng “eight streets, nine squares and ten sceneries”, which directly radiates Wuhou Temple, Dufu thatched cottage, Jinli, Qingyang palace, Qintai Road, people’s Park, Yongling Museum, Sichuan Museum, Chengdu Museum and Sichuan branch The cultural and ecological scenic spots such as the Technology Museum, which have integrated the essence of Chengdu’s splendid culture for three thousand years, give full play to the leading role and spillover effect of Kuanzhai alley.

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focus on the image publicity positioning of “Chengdu Millennium City, wide and narrow original life”, and Chengdu also puts forward the clear positioning of building a new city IP. According to the relevant person in charge of the Municipal Bureau of Commerce, Chengdu has deeply excavated the old Chengdu culture, restored the cultural scene, completed the construction and restoration of a number of Old Chengdu cultural landmarks such as Sichuan and demenrenli, and promoted the intangible cultural heritage, Chengdu characteristic arts and crafts and famous and special products into the block. At the same time, it has actively created the special festival activity brands such as Kuan Zhai tea party, Kuan Zhai reading club, Kuan Kuan creative carnival, etc. in addition, it also launched online and offline integration of IP brands such as Kuan Kuan’s “scenery leisure beauty”, and launched online shopping activities such as mid Autumn Festival moon worship ceremony, Kuan Zhai national tide market, night performance art, 24-hour bookstore, time Museum, etc., so as to be visual, observable and perceptible Technology shows the time change and cultural charm of Kuanzhai alley.

our reporter Meng Hao photographed Zhang Qingqing