In the malls, adults browse the markets while children try their hand at intangible-cultural-heritage crafts; in a furniture store, a single voucher can shave a thousand yuan off a ten-thousand-yuan bill. Through the just-concluded National Day holiday, Songjiang drove steady holiday consumption growth by pairing diverse spending scenarios with hard-cash discounts. According to the Songjiang District Commission of Economy (Commerce Commission), from September 30 to October 7, total mall revenue across the district rose 2.6% year on year, drawing nearly 2.5 million visits.
Fresh mall scenes add experiences beyond shopping
What draws citizens into the malls is no longer just a shopping list. During the National Day period, Songjiang’s major commercial venues rolled out 26 themed activities, weaving cultural experiences, parent-child interaction and leisure socializing into the shopping space.
At Shanghai Feihang Wuyue Life Plaza, a hundred-strong red-song chorus and a hundred-meter scroll painting set a festive mood, while pet parties,distinctive markets and intangible-heritage craft workshops drew many families. “Adults can stroll the market and shop, while the kids get to try intangible-heritage crafts — everyone in the family has their own fun,” said Ms. Lu, a resident. Over the seven-day holiday the mall drew more than 210,000 visits, with sales up 8% year on year.
Feihang Wuyue Life Plaza offered a rich lineup of festive events
From the Bridge Opening Festival at Cangcheng · Langyuan, to the “Fun Humans Convention” at Songjiang Wanda Plaza, to the autumn fair at Malilai Plaza, each business district combined signature events with promotional deals to meet the needs of different customer groups. Songjiang Insun and Songjiang Wanda Plaza posted revenue growth of 8.1% and 4.1% respectively; Sijing Daju Impression Hui saw both revenue and foot traffic grow more than 20% year on year. Multiple key malls achieved simultaneous revenue and traffic growth, and the holiday consumption market as a whole maintained steady expansion.
Signature markets attracted consumer spending
A signature coffee connects local brands with industry
In Thames Town, a “Songjiang special” built on a rice soda base let consumers taste a distinctive local flavor.
Songjiang Coffee Golden Week proved hugely popular
Now in its fourth year, Coffee Golden Week has moved well beyond coffee exhibitions. Ming’s Coffee, Enbolu and other Songjiang-quality products appeared together, and specialty items such as Mugang village coffee reached the markets. One cup of coffee links Songjiang’s resources from field to factory to the consumer end.
“Yunjian Premium” debuted at Coffee Golden Week
This year, Coffee Golden Week also joined forces with the Shanghai Light & Shadow Festival and the Thames creative-design industry source, exploring a “companies set the questions, universities provide the answers” cooperation model that extends the festival into a platform for local-brand showcase and industry-resource matching. Over the seven-day National Day holiday, the entire Thames Town area drew more than 80,000 participants and drove revenue up 15% year on year. From selling a cup of coffee to promoting a batch of local brands, festive events are creating more opportunities for companies to expand their markets.
Vouchers that “subtract on the spot” boost big-ticket spending
Signature events gathered crowds; vouchers added real savings. On October 1, the first round of the “Root of Shanghai · Golden Autumn Voucher” went live, covering retail, dining and cultural tourism. Riding on Alipay’s “Tap to Pay,” consumers need not grab vouchers in advance — those who meet the conditions enjoy the discount automatically at checkout. Over the seven-day holiday, more than 30% of voucher funds had been redeemed, with nearly 40,000 people using them, significantly lifting Songjiang’s consumption.
Yuan’s Wood recorded strong National Day revenue data
During the seven-day holiday, Yuan’s Wood more than doubled its revenue; under Laiyifen, 24 participating stores posted holiday revenue growth above 50% year on year; supermarkets such as Hema and Aldi saw revenue up about 15%; local dining brand Banmutian grew 12%; and Songjiang Mall rose nearly 150%. From home furnishings and appliances to supermarkets and dining, the vouchers covered varied needs and opened more market opportunities for local merchants.
Citizens shop at an Aldi supermarket
A relevant official from the District Commission of Economy (Commerce Commission) said that going forward Songjiang will combine key nodes such as the Buick LPGA Championship and the CIIE to deepen the business-tourism-sports-exhibition linkage and continue issuing consumption vouchers to energize the market. At the same time, Songjiang will keep amplifying the brand effect of signature events to help more “Songjiang-quality products” expand their markets, turning the crowds gathered during festivals into lasting consumption momentum.
■ Reporter Han Haifeng, text and photos (some images provided by interviewees)
■ Editor Han Haifeng
■ Section editor Xue Liangliang
■ Section chief editor Yan Jin
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