Passenger traffic has returned to 90 percent of its pre-epidemic level

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Two days ago, the “Chinese New Year Festival” sales statistics of the mall came out, and we were all very excited when we saw that the sales increased by 38% compared to the same period last year. What is more intuitive than the data is the constant flow of people from morning to night, the neon flashing in the shopping district and the endless laughter.

Our store has been open in Ningxia for 71 years and has always operated steadily. However, since the outbreak of the epidemic in 2020, turnover has been a roller coaster ride, with traffic dropping by an average of 25% and sales by more than 15% in three years. The good thing is that the government has tried every possible means to give tax, subsidies, projects and other concessions, which has boosted the flow of customers to recover and boosted consumer confidence.

Especially at the end of last year, with the optimization of the national epidemic prevention and control policy, the pace of consumption recovery accelerated at once, even faster than we imagined – on December 30, 2022, passenger flow and single-day sales growth greatly exceeded expectations, and the straight-line upward figures were exciting; the next day, we jointly organized with merchants On New Year’s Day, the New Year’s Eve “Red Packet Rain” event was organized in conjunction with the merchants, and more than 400 customers gathered at the event site in the mall’s middle hall. On New Year’s Day, the New Year’s Day “gong opening” event, which was interrupted by the epidemic, was restarted, and we invited a 100-member gong and drum team and a lion dance team to perform live at ……. While we are happy, we are full of expectation and confidence for the future.

As the Spring Festival approaches, Yinchuan City and Xingqing District business departments have joined hands with major department stores and supermarkets to organize New Year’s Eve festivals and consumer shopping seasons, issuing consumer coupons with precision. Now, with the New Year allowance starting at 10 a.m. and the night economy consumption vouchers after 5 p.m. every day, consumers can enjoy discounts throughout the day. With the support of the government, we have been holding a non-traditional New Year’s Eve goods exhibition and sale at the mall since January 6. The dazzling array of New Year’s Eve goods ranges from specialty foods such as beef and mutton and potted tea to traditional handicrafts such as paper-cutting and sugar painting. We also paid special attention to attracting young visitors by issuing consumption coupons through social platforms such as Shake, making full online benefits and pulling full offline consumption.

Three years into the epidemic, people’s lifestyles and consumption habits are also changing quietly. We found through data comparison and research that people enjoy life more and are more willing to participate in experiential and interactive consumption activities, which forced us to reform the consumption supply and adjust the consumption mode. In May last year, we created the first punk rooftop sports park to integrate nighttime economy and sports culture, providing young people with a trendy shopping place that integrates leisure, entertainment, sports and food. At the same time, we upgraded 63 brands to build a one-stop diversified shopping life network for consumers.

Nowadays, strolling around the mall, watching the young people shuttling through the trendy stores and parents taking their children to the cinema, one cannot help but feel that the pulse of the city is still beating strong.