As the Chinese New Year of the Dragon is approaching, traditional Chinese cultural symbols related to "dragon elements" frequently appear on the streets and alleys of Putuo: dragon installations, dragon dolls, dragon lanterns, dragon-themed intangible cultural heritage creations, and hand-painted dragon eggs. This year's Spring Festival consumption in Putuo takes advantage of traditional culture to welcome the Spring Festival with culture, art for the people, intangible cultural heritage and other series of activities, so that citizens can feel and inherit the Spring Festival culture with Chinese spirit during the holiday. 
Children experience handicrafts at the Chinese New Year fair.
The reporter learned from the Putuo District Commission of Commerce that this year's Spring Festival in Putuo District focuses on promoting consumption activities from three categories: "exploring new trends", "tasting new years" and "opening new purchases", aiming to create multiple experiences for consumers from the perspectives of consumption scene expansion, festival ** Huimin, New Year cultural and entertainment activities, and traditional cultural experience. From mid-January to the end of February, nearly 50 related consumption promotion activities will be carried out at major business districts in the district.
Traditional culture is integrated into fireworks
Create a trendy IP with special features
The two categories of activities of tasting the New Year and exploring the new trend focus on creating the theme atmosphere of the New Year of the Dragon. The relevant person in charge of the Putuo District Commission of Commerce further explained that "Pin New Year" focuses on the theme of the Year of the Dragon, and "Exploring the New Trend" focuses on creating a festival market and pop-up store with a Shanghai-style New Year's flavor, focusing on creating a trendy IP linkage of "traditional culture + business atmosphere" and so on.
The reporter learned that in this year's Spring Festival key consumption promotion activities in Putuo District, the proportion of New Year and trendy activities is high, and each has its own business district characteristics, which can meet the different needs of consumers of different ages and groups for New Year consumption and leisure.
For example, in Shanghai Global Harbor, a key shopping mall in the district, from February 2 to February 16, the Spring Festival Folklore Festival will bring consumers a variety of folk customs experience activities. For example: making stove candy, rolling hemp candy, writing Spring Festival couplets, cutting window flowers, flower arrangement, paper flowers, etc., and will also carry out folk snack experience activities of making flower cakes and steamed flower buns in the south square of the mall. "At the same time, parents can also bring their children to participate in the talent show of the 'Spring Buds Budding Baby Show', and the older friends can come to the 'Voice of Spring Symphony Event' to participate in the recital of Western music and folk music. The relevant person in charge of Shanghai Global Port said that in addition, during the Lantern Festival, the mall will also hold activities such as handmade rice balls, lantern festivals, and lantern riddles. "We will also hold the first Shanghai Dragon Dance Conference, and the dragon churning and majestic show will be staged soon! ”
Global Harbor. The "24 Solar Terms Bazaar" will be held in Bailian Central Shopping Plaza, with the theme of "understanding traditions, learning traditions, and inheriting traditions", and will be jointly organized by merchants in Lianhe Shopping Plaza. At the event site, customers can learn about the "24 solar terms" through check-in, interaction, games, etc., and feel the charm of traditional culture together. 
Bailian Central Shopping Plaza.
In the "small but fine" Taoyuan Commercial Plaza, the characteristic beauty of the flying dragon hovering is very eye-catching. "With the theme of auspicious dragons, we use various elements such as dragons, lanterns, and Chinese knots to interpret the beautiful expectations of the new year. In the atrium, we created a limited scene of the Dragon Walk Universiade, with Spring Festival couplets as the main element, integrating innovation, trend, and young culture to express beautiful New Year's wishes. The relevant person in charge of the shopping mall said that in the interactive experience of exploring the new trend, it takes the traditional cultural heritage of the year as a clue, focuses on the traditional folk culture such as the Spring Festival, welcoming the God of Wealth, a good start, and the Lantern Festival, and creates a series of activities such as intangible cultural heritage handicrafts, ingots distribution, dragon and lion dances, drum performances, and Hanfu parades, and celebrates the New Year through large-scale limited check-in scenes such as auspicious dragon Xianrui and Longxing Universiade, combined with continuous cultural activities during the Spring Festival. 
Taoyuan Commercial Plaza.
In addition, in the area of Hongshoufang, Zhenru Unipark MAX, Kintetsu City Plaza, Ocean Thousand Trees, Xintai Center and other related points have also set up corresponding New Year markets, in addition to eating New Year's snacks and buying New Year's goods, there are also rich interactive activities, such as listening to folk music, throwing pots, kicking shuttlecocks, writing blessing characters, etc., so that consumers can feel the profound heritage of traditional culture in play.
"Online + offline" work together
"Open new purchases" in the Year of the Dragon, the purchase and sales of the New Year are booming
With shopping discounts as the core, Putuo District provides consumers with real benefits. Throughout the Spring Festival consumption season, shopping malls, supermarkets and other businesses in the district have launched various discounts, full discounts, gifts and other preferential activities to attract consumers to shop. At the same time, the online platform will also carry out ** activities, and you can enjoy discounts without leaving home.
For example, METRO, a key large-scale supermarket in the region, will launch the 2024 METRO New Year Carnival from now until February 17. "This year, we have not only selected a variety of entry-level gift boxes priced at less than 100 yuan, but also provided more lightweight options in terms of high-quality Boxing quality products, so as to meet the needs of today's consumers. For example, this year, METRO joined hands with the Dunhuang Art Museum to combine METRO's selected products with intangible cultural heritage humanistic aesthetics, integrate Dunhuang Feitian and other oriental aesthetics into the packaging of its own brand series of New Year's gift boxes, and launch the "WHEAT Reserve Series" national tide gift box. Not only that, during the Chinese New Year Festival, METRO stores also cooperated with its own brands and many brands to launch shopping coupons, half price for the second item of designated products, and direct sales of big brands to give back to customers and stimulate consumers' shopping enthusiasm during the Spring Festival. 
METRO and Dunhuang Art Museum jointly launched the Chinese New Year gift box.
Online procurement of New Year's goods is the best choice for more and more young people. During the Chinese New Year Festival, you can search for "Chinese New Year" on Ele.me, a key consumption point in the area, and you can buy fruits, snacks, wine, nuts, gift boxes for newborns in the Year of the Dragon, and pet New Year's clothes and other rich New Year's gift boxes. According to reports, during the event, many limited gift boxes for the Year of the Dragon, including Lay's Snacks Dragon-shaped Gift Box, Lego's new Xianglong Nafu, BabyCare Newborn Gift Box, Cotton Era Year of the Dragon Baby Six-Piece Holiday Gift Box, BESTORE Songfu Gift, etc., will be launched simultaneously on Ele.me. 
Ele.me New Year's Festival.
During the Spring Festival, Boxing consumption is a rigid demand for many people. According to the sales data of Shanghai Shangyao Shenxiang Health Pharmaceutical, a key consumption point in the area, the sales volume of this year's New Year Festival has exceeded 3.2 million yuan as of January 29, an increase of more than 2 times compared with last year. "Everyone's attention to health has increased, and improving their own immunity has become a shopping trend for more and more consumers. The relevant person in charge of Shanghai Shangyao Shenxiang Health Pharmaceutical Co., Ltd. said that the company has launched a variety of gift box sets during this year's New Year's Festival, which are also preferential and can meet the needs of customers with different needs. According to reports, during the Spring Festival to promote consumption, the medicine god elephant for consumers to bring a grand year-end activities, for the majority of consumers to give New Year's gifts, to give benefits, send health, the god elephant wild ginseng series, cordyceps series, American ginseng series, bird's nest series products at least 7% off, some products enjoy the best buy gifts.
In the new shopping mall Hongshoufang, a month-long "online + offline" linkage theme ** activity was launched - "Allah Shanghai has a New Year's flavor", injecting a series of wonderful New Year activities into "exquisite fireworks". The activities are divided into two categories: online activities include itiandi Shanghai Taste Lucky Bag Spike, Dianping New Year Catering Coupons, Xiaohongshu Interactive Check-in**, etc.; Offline will bring New Year's goods, blessing bag sales, etc. to benefit the people**. 
A strong Spring Festival atmosphere.
In addition, in the district, Shanghai Global Harbor, Greenland Colorful City, 118 Plaza, Bailian Central Shopping Plaza, Changfeng Joy City, Taoyuan Commercial Plaza and other points will launch free parking (discounts) during the Spring Festival, double points, full consumption surprises, New Year's gift packs**, shopping coupons, etc. Online and offline profit-making activities "string beads into a chain" and "gather chains into a group" to create a new scene of consumption in the Spring Festival of the Year of the Dragon, where purchases and sales are booming.
*: Shanghai Putuo.