People’s Daily Online, Tianjin, September 30 (reporter Guo Weijin): “Heping District has a profound coffee culture, gathering over 300 coffee operating entities, more than one-fifth of the city’s total.” Recently, the inauguration ceremony of the Tianjin Heping District Coffee Industry Alliance and the Heping District “Coffee City” press conference were held.
Scene of the Heping District Coffee Industry Alliance inauguration ceremony and the Heping District “Coffee City” press conference. Photo by People’s Daily Online reporter Guo Weijin
On stage, Zhou Xiaolin, director of the Heping District Commerce Bureau, introduced the “Coffee City” construction master plan, from spatial layout to brand cultivation, laying out one by one what to do next. Below the stage, representatives of various coffee operating entities, commercial complexes, key buildings, cultural-tourism scenic spots sat packed.
How to push “Coffee City” construction from a planning blueprint toward concrete scenes? Zhou Xiaolin gave four directions.
First, staggered spatial layout. Combining the characteristics of different business districts in the district with coffee-format types, build four distinctive zones — Golden Street, Five Avenues, Xiaobailou and Nanshi — avoiding a thousand shops with one face.
Second, expand brand influence. Starting from the release of the “Coffee City” themed IP, innovate the operating model, form a brand matrix, and strengthen brand linkage.
Third, expand “coffee+” scenes. Bring coffee into foreign-style buildings and scenic spots, business buildings, government service halls and community streets, guided by policy dividends, cultivating new scenes, new formats and new models on the coffee consumption side.
Fourth, build three good platforms. The cooperation platform promotes cross-industry and cross-region mutual promotion; the organization platform guides willing, quality enterprises to form an alliance, relying on the industry-organization system of “district general alliance + subdistrict sub-alliances + cross-industry cooperation” to gather and strengthen the industry’s vital forces; the promotion-and-PR platform uses official-media promotion matrices for multi-dimensional, all-around planning and publicity.
At the alliance inauguration session, participating representatives reviewed and adopted the “Heping District Coffee Alliance Charter (draft)” and the alliance council member units and first rotating chairman.
“In the past, a single shop had to solve bean, training and foot-traffic problems on its own. Now, the alliance centrally shares government-enterprise docking, the roasting supply chain and operating experience, so everyone has backing to band together, benefits to open a shop, and confidence to produce,” summarized Sun Zhiwei, chief operating officer of Mianli PLUS Block.
At the investment-promotion session, operators of carriers such as Nanshi Food Street, Quanyechang, Zhongyuan Department Store and Jinwan Plaza took the stage in turn to promote, building a supply-demand docking bridge for coffee formats to land and for cross-boundary integration to develop.
Li Song, deputy secretary of the Party Working Committee and director of the Quanyechang Subdistrict in Heping District, introduced that in September 2024, the Quanyechang Subdistrict took the lead in the district in establishing a coffee alliance, with over 120 coffee merchants now resident and 260 person-times of skilled-training services for coffee practitioners and enthusiasts normalized; “In the future, the subdistrict will continue to deepen the development model of ‘dual-alliance linkage, business-district-as-scenic-area, back-street-driving-main-street,’ and strengthen the block’s distinctive coffee brand.”
“Our proposal to cultivate and build a ‘Coffee City’ does not focus narrowly on coffee itself, but on using coffee as a lever to pry up urban-quality upgrading, consumption-vitality stimulation and external-image shaping,” said Liu Huan, member of the Standing Committee of the Heping District Party Committee, district deputy head and head of the United Front Work Department. The establishment of the Coffee Industry Alliance marks that Heping District’s coffee industry bids farewell to scattered development and going it alone, and enters a brand-new stage of banded development, co-building and sharing, and collaborative win-win.
“Next, the District Party Committee and government will accelerate the issuance of special policies, strengthening factor guarantees in talent building, activity exchange, industry integration, industrial development and cultural empowerment, striving to build a ‘Coffee City’ with ‘scientific top-level design, diverse industrial factors, high-quality industrial structure, distinct regional characteristics and prominent brand effect,'” Liu Huan said.
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