On the afternoon of the Lunar New Year on February 2, when the brightly dressed and heroic dragon and lion dance team appeared on Qianmen Street, the citizens and tourists who were buying New Year's goods instantly became excited, consciously lined up along the route of the dragon and lion team, stretched out their mobile phones to record this festive and warm New Year, and opened the curtain of the celebration of the Year of the Dragon. On the same day, Qianmen's "Central Axis Nafu Longyue Qianmen" Qianmen business district welcomed the New Year and promoted consumption, focusing on the time-honored brands + national tide culture in the Qianmen area, and creating a new experience for consumers to play and shop through a number of new play methods.
Shopping discounts are the core benefits of promoting consumption. Since the beginning of the year, when consumers shop on Qianmen Street, they can scan the ubiquitous "Tesco Metaverse Red Envelope Rain"**participate online**. The Beijing TV Spring Festival Gala, which is being intensively prepared, has set up a branch venue at Qianmen. On the day of the Lunar New Year, offline activities such as dragon and lion dances associated with the Spring Festival Gala, "I want to go to the Spring Festival Gala" booth stamp collection and check-in to receive "conspicuous bags" blind boxes, and time-honored merchants singing and flash mobs in the New Year continue to gather popularity for the Qianmen business district.
During the Spring Festival, new stores, new products and new services will appear frequently in the Qianmen business district. The Red Sports Museum will launch an immersive painting exhibition of "Painting a Thousand Miles of Rivers and Mountains". The Guochao Market will be extended from the Taiwan Hall to Qianmen Street, with three major themes: the 12 Chinese zodiac, the 24 solar terms and traditional folk customs, bringing together elements such as intangible cultural heritage craftsmen, folk artists, cultural and entertainment experts, art derivatives, and cultural and creative toys. On the fifteenth day of the first lunar month, the Beiping Story Theater will open and unveil, launching an immersive performance of "In Front of the Qianmen", allowing visitors to immerse themselves in the history of Qianmen.
The event also released the "Qianmen 48-hour (Year of the Dragon) Micro Vacation Guide" to the society through the official Weibo, Guochao Qianmen Beijing account and other online platforms, guided by the new demand for cultural tourism consumption, and promoted the beautiful life scenes of Qianmen such as theaters, museums, time-honored brands, and courtyard hotels.
Today, both sides of Qianmen Street are full of red lights and Chinese knots, projecting dragon shapes, and lighting up dragon-shaped lanterns, integrating multiple consumption scenes such as Chinese tide, fireworks, and cultural flavors, so that citizens can gather more and more in the Spring Festival.
The event was jointly sponsored by Beijing Radio and Television Station, Beijing Dongcheng District People's ** Qianmen Street Office, and Beijing Tianjie Group *** Shoukai Wentou Xinhua (Beijing) Cultural Development.
* Beijing** client reporter Li Yang, Fang Fei.
Edited by Jin Liwei.
Process Editor: Ma Xiaoshuang.