文旅案例 | 商街運營：作為城市文化客廳的未來、從“千街一面”到“一街一品”

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從“景點觀光”到“在地體驗”，從“走馬觀花”到“深度沉浸”，消費者需求的轉變正重塑商業空間的邏輯。據文化和旅游部數據顯示，2025年國內旅游總人次同比增長超過90%，其中文化體驗型消費占比顯著提升。這一趨勢為商街發展帶來雙重啟示：單純購物功能已無法滿足市場需求，而具備文化屬性、體驗特色的商街正成為城市文旅新地標。在這樣的大背景下，商街運營必須超越傳統“收租管理”模式，轉向“內容運營+場景營造+生態構建”的綜合發展路徑。成功的商街不再只是品牌集合地，而是成為講述城市故事、提供情感價值、創造記憶點的文化容器。

一、以文化定位為根基：從“千街一面”到“一街一品”，精準的文化定位是商街差異化的起點。每個城市都有其獨特的文化基因，商街運營需要挖掘在地文化元素，將其轉化為可體驗、可消費的產品形態。

案例剖析：成都寬窄巷子。寬窄巷子的成功絕非偶然。這條清代街區在改造中堅守“少城”文化根基，完整保留了“魚骨狀”巷弄格局和川西民居建筑風格。其招商并非簡單引入高端品牌，而是嚴選與“老成都生活美學”相契合的業態：本土茶社、川劇戲園、非遺工坊、創意市集。運營方通過“文化準入機制”，確保每家店鋪都能貢獻獨特文化敘事——哪怕是星巴克，也特別設計了竹編元素、川劇臉譜融合的門店風格。實踐啟示：商街招商前應進行系統的文化挖掘，形成清晰的“文化圖譜”。招商標準中應設置“文化契合度”權重，優先引入能詮釋、活化本地文化的品牌和主理人。

From "touring scenic spots" to "local experiences", from "quick sightseeing" to "deep immersion", the shift in consumer demands is reshaping the logic of commercial spaces. According to data from the Ministry of Culture and Tourism, the total number of domestic tourists in 2023 increased by more than 90% year-on-year, with the proportion of cultural experience-type consumption significantly rising. This trend brings dual inspirations for the development of commercial streets: the sole shopping function can no longer meet market demands, and commercial streets with cultural attributes and distinctive experiences are becoming new urban cultural and tourism landmarks. In this broader context, the operation of commercial streets must go beyond the traditional "rental management" model and shift to a comprehensive development path of "content operation + scene creation + ecosystem construction". A successful commercial street is no longer just a collection of brands, but becomes a cultural container that tells the story of the city, provides emotional value, and creates memorable points.

1. Based on cultural positioning: From "the same streets everywhere" to "one street, one specialty", precise cultural positioning is the starting point for the differentiation of commercial streets. 。 Every city has its unique cultural DNA. The operation of commercial streets requires the exploration of local cultural elements and their transformation into experiential and consumable product forms. Case analysis: The Wenhua Xianxiang in Chengdu. The success of Wenhua Xianxiang was not accidental. This Qing Dynasty district, during its renovation, adhered to the "Less City" cultural foundation and completely preserved the "fishbone-shaped" alley layout and the architectural style of the western Sichuan region. Its recruitment was not simply introducing high-end brands, but carefully selecting business formats that were in line with "the old Chengdu lifestyle aesthetics": local tea houses, Sichuan opera theaters, heritage workshops, and creative markets. The operator ensured that each store could contribute a unique cultural narrative through the "cultural admission mechanism" - even Starbucks specially designed a store style integrating bamboo weaving elements and Sichuan opera makeup. Practical lessons: Before recruiting for commercial streets, a systematic cultural exploration should be conducted to form a clear "cultural map". In the recruitment standards, the weight of "cultural compatibility" should be set, and brands and managers that can interpret and activate local culture should be given priority.

二、內容場景化構建：從“商品陳列”到“情境營造”，現代消費者尤其是Z世代，追求的是“可拍照、可分享、可沉浸”的場景體驗。商街需要從線性購物空間轉型為多維體驗劇場。

案例剖析：廣州永慶坊的漸進式更新。永慶坊沒有采用大拆大建，而是以“微改造”方式保留西關風情，同時注入現代內容。粵劇藝術博物館不僅是展覽空間，更定期舉辦體驗工坊；老騎樓里嵌入現代設計書店，舉辦本土作家沙龍；麻石小巷中分布著創新廣府菜餐廳，食客可參與烹飪課程。運營方更打造“永慶有禮了”節日IP，結合中秋、端午等節氣，設計尋寶游戲、非遺體驗等互動內容，使游客停留時間延長至傳統商街的2-3倍。實踐啟示：商街應規劃合理的業態“呼吸節奏”——文化體驗（博物館、工坊）、休閑社交（咖啡館、書吧）、消費購物（零售店）按一定比例交錯分布，形成張弛有度的體驗流線。

三、節事活動驅動：從“靜態場域”到“活力舞臺”，持續的內容更新是商街保持熱度的關鍵。品牌化的節事活動能夠制造持續吸引力，形成“常來常新”的消費期待。

案例剖析：蘇州淮海街的日系主題活化這條原本普通的商業街，通過整體改造為日式風格街區，并策劃全年無休的主題活動：春季櫻花祭、夏季納涼祭、秋季紅葉祭、冬季新年祭。每個節慶都配套特色市集、表演、限定美食。運營方還引入日本知名IP合作，如與《名偵探柯南》聯動的解謎游街活動，吸引大量年輕客群。這些活動不僅提升客流，更帶動商戶季度銷售額平均增長40%。實踐啟示：商街應建立“年度活動日歷”，結合傳統文化節日、城市特色節日、自創IP活動，形成穩定的內容輸出節奏。活動設計需注重參與感，讓游客從旁觀者變為參與者。

II. Content Scenario Construction: From "Product Display" to "Scenario Creation", modern consumers, especially the Z-generation, pursue "photographable, shareable, immersive" scenario experiences. The commercial street needs to transform from a linear shopping space to a multi-dimensional experience theater.

Case Analysis: The Progressive Renewal of Guangzhou Yongqingfang. Yongqingfang did not adopt large-scale demolition and reconstruction; instead, it retained the West District style through "micro-renovation" and injected modern content. The Cantonese Opera Art Museum is not only an exhibition space but also regularly holds experience workshops; old arcades are embedded with modern design bookstores, hosting local writers' salons; and the granite alleys are dotted with innovative Cantonese cuisine restaurants, where diners can participate in cooking courses. The operator also created the "Yongqing Has Gifts" festival IP, combining traditional festivals such as Mid-Autumn and Dragon Boat with treasure hunt games and非遺 experiences， extending tourists' stay time to 2-3 times that of a traditional commercial street. Practical Insights： The commercial street should plan a reasonable "breathing rhythm" for its business types - cultural experiences (museums， workshops)， leisure and social interaction (cafes， bookstores)， and consumption and shopping (retail stores) should be distributed in a certain ratio， forming a balanced experience flow.

III. Festival Event Driven： From "Static Field" to "Vibrant Stage"， continuous content updates are the key to keeping the commercial street popular. Branding festival events can create continuous appeal and form a "regularly coming and constantly changing" consumption expectation. Case Analysis： The Japanese-themed revitalization of Suzhou Huaihai Street， this originally ordinary commercial street， was transformed into a Japanese-style district through overall renovation and planned with year-round non-stop theme activities： spring cherry blossom festival， summer cooling festival， autumn red leaf festival， and winter New Year festival. Each festival is accompanied by special markets， performances， and limited-time delicacies. The operator also introduced Japanese well-known IPs for cooperation， such as the puzzle street activity linked with "Detective Conan"， attracting a large number of young customers. These activities not only increase foot traffic but also drive a 40% average quarterly sales growth for merchants. Practical Insights： The commercial street should establish an "annual event calendar"， combining traditional cultural festivals， city-specific festivals， and self-created IP events， to form a stable content output rhythm. The design of the events should focus on participation， turning tourists from observers into participants.

四、數字化賦能運營：從“到店消費”到“全時連接”，智慧化系統正成為現代商街的“隱形骨架”。數字化不僅提升運營效率，更創造線上線下融合的新體驗。

案例剖析：上海北外灘來福士“城市市集”。該項目利用小程序打造“線上導覽+線下體驗”閉環：游客可通過AR導航尋找店鋪，掃描二維碼獲取老物件背后的故事，參與線上打卡集章活動兌換優惠。運營方通過客流熱力圖分析，動態調整活動區域和商鋪位置；通過消費數據分析，指導商戶優化商品結構。數字化工具使商街的復訪率提升至35%，遠高于行業平均水平。實踐啟示：商街應構建“數據中臺”，整合客流、消費、行為等多維度數據，實現精準招商、精準營銷、精準服務。同時利用短視頻、直播等新媒體，打造商街的“數字分身”，延伸體驗邊界。

五、共生型生態構建：從“租賃關系”到“伙伴關系”，新型商街運營需要打破業主與商戶的傳統對立，構建價值共創的生態共同體。

案例剖析：重慶紫薇路“主理人社區”。這條不到500米的街區，聚集了30多家主理人店鋪。運營方采用“保底租金+營業額分成”的靈活模式，降低創業者門檻。每月組織“主理人沙龍”，分享運營經驗、對接資源。更設立“品牌成長基金”，資助有潛力的本土品牌進行空間升級、產品研發。這種共生模式培育出多個區域網紅品牌，形成強大的品牌孵化能力。實踐啟示：商街應建立商戶分級培育體系，對初創品牌提供孵化支持，對成熟品牌提供擴張助力。定期組織資源對接、培訓交流，形成知識共享、資源互助的良性生態。

六、可持續運營：長期主義的價值堅守，文旅商街的成功需要時間沉淀，運營方需抵制短期利益誘惑，堅持長期價值。

案例參考：日本東京 Ginza Six。該項目在招商中堅守“日本美學全球化表達”定位，即使面對國際大牌的入駐申請，也要求其提供專屬設計或產品線。運營方設立“文化策展人”職位，持續策劃藝術展覽、文化講座，保持項目的新鮮感和文化深度。六年來，項目已從高端購物中心升級為東京文化地標，證明了文化堅守的商業價值。核心要義：商街運營需建立“文化保護紅線”和“業態更新機制”，既要防止過度商業化侵蝕文化本色，又要通過持續的內容創新保持活力。

IV. Digital Empowerment of Operations: From "In-store Consumption" to "Always Connected", Intelligent Systems Are Becoming the "Invisible Framework" of Modern Shopping Malls. Digitalization not only enhances operational efficiency but also creates a new experience that integrates online and offline. Case Analysis: Shanghai Beifantan Lufu Shang. This project uses a mini-program to create a closed loop of "online guided tour + offline experience": Tourists can use AR navigation to find stores, scan QR codes to obtain stories behind old objects, and participate in online打卡 activities to exchange discounts. The operator analyzes the heat map of passenger flow and dynamically adjusts activity areas and store locations； through consumption data analysis， it guides merchants to optimize product structures. Digital tools have increased the revisit rate of the shopping mall to 35%， far above the industry average. Practical Insights： Shopping malls should build a "data platform"， integrate multi-dimensional data such as passenger flow， consumption， and behavior， and achieve precise investment promotion， precise marketing， and precise services. At the same time， they should utilize new media such as short videos and live streaming to create the "digital avatar" of the shopping mall， extending the experience boundaries.

V. Symbiotic Ecological Construction： From "Leasing Relationship" to "Partnership"， New-Type Shopping Mall Operations Need to Break the Traditional Opposition between Owners and Merchants and Build an Ecological Community of Value Creation. Case Analysis: Chongqing Ziwiru "Mastermind Community". This less than 500-meter street houses 30+ merchant stores. The operator adopts a flexible model of "guaranteed rent + revenue sharing", reducing the threshold for entrepreneurs. Monthly "Mastermind Salon" is organized to share operation experience and connect resources. A "Brand Growth Fund" is also established to fund local brands with potential for space upgrades and product development. This symbiotic model has nurtured multiple regional網紅 brands， forming a strong brand incubation capability. Practical Insights： Shopping malls should establish a merchant classification cultivation system， providing incubation support for start-up brands and expansion assistance for mature brands. Regularly organize resource connections， training exchanges， to form a virtuous ecosystem of knowledge sharing and resource mutual assistance.

VI. Sustainable Operations： The Value of Long-Termism. The success of cultural tourism shopping malls requires time to settle. Operators should resist the temptation of short-term interests and adhere to long-term value. Reference Case： Ginza Six in Tokyo， Japan. In the recruitment process， this project adheres to the positioning of "global expression of Japanese aesthetics"， even when facing applications from international brands， it requires them to provide exclusive design or product lines. The operator sets up the position of "Cultural Curator"， continuously planning art exhibitions and cultural lectures to maintain the freshness and cultural depth of the project. Over the past six years， the project has upgraded from a high-end shopping center to a cultural landmark in Tokyo， proving the commercial value of cultural persistence. Core Essence： Shopping mall operations need to establish a "cultural protection red line" and "business model renewal mechanism"， preventing excessive commercialization from eroding the cultural essence， and maintaining vitality through continuous content innovation.

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