A piece of yarn and a crochet hook gradually take shape into flowers, coasters, and Chinese knots under the deft guidance of senior citizens. On the morning of April 14, Zhonghai Zhenru Universal Center MAX partnered with the Shiquan Road Community School to open an off-campus teaching site, bringing intangible cultural heritage crochet classes into the Yi Jian Library located inside the mall. In the tranquil reading space, silver-haired elders learned techniques and practiced hands-on skills, blending literary culture with traditional craftsmanship. This class, rich in cultural flavor and community spirit, allows seniors to enjoy "lifelong learning" close to home, representing another practical implementation of Putuo District's efforts to enhance services for the elderly and integrate commerce with elder care.
Crocheting, also known as hookwork, is a traditional Chinese folk craft and an important part of intangible cultural heritage. This initiative breaks the spatial limitations of traditional senior classes by choosing the serene and spacious Yi Jian Library, allowing cultural space and handicraft skills to merge seamlessly. Inside the library, white walls and built-in bookshelves line the room, with compartments holding books and stationery. One section even features a "Senior-Friendly Merchant" label, quietly conveying the mall's thoughtful consideration for older adults. "The environment is excellent, and the atmosphere is rich. Spots are highly sought after, with almost every session fully booked!" exclaimed Auntie Pei Zhen, a participant.
In the activity room, dozens of silver-haired students gathered to learn. A professional instructor demonstrated techniques step by step, from long stitches and short stitches to popcorn stitches and braid stitches, offering detailed explanations. Students exchanged tips and honed their skills together, creating handmade items that blend artistic beauty with practical value. "I used to crochet casually out of interest, but after systematic learning, I finally understand the essence of this intangible heritage craft. It fulfills my childhood dream of handicrafts and makes my retirement life much more fulfilling," shared Auntie Cai.
For the elderly, this class is not only a platform for learning skills but also a social setting that fosters neighborhood interaction and emotional connections. Ms. Lu, the class monitor, proudly displayed her complete set of tools and creations: "I knew nothing when I started, but I practiced diligently after class, and now I can complete projects independently." She mentioned that the bag she carries daily is hand-crocheted and highly praised by her friends. "Three friends have already placed orders for handmade bags. Sharing my achievements brings me a great sense of accomplishment!"
Against the backdrop of Putuo District's efforts to bring cultural services closer to the elderly, the mall library has transformed into a cultural classroom for seniors, integrating intangible heritage skills into their daily lives and showcasing the confident and vibrant spirit of Putuo's older residents. After class, students proudly displayed their handmade works.
Learning and enjoyment go hand in hand, with tailored benefits for seniors. Zhonghai Zhenru Universal Center MAX focuses on the routines and consumption habits of the elderly, offering "Silver-Haired Exclusive" weekday dining discounts. This "cultural class + off-peak consumption" one-stop service aligns with the lifestyle needs of older adults. "After class, we stroll around, dine with a few friends, and enjoy affordable prices while earning credits for the 'Old Pals' community, which can be used for future activities. It’s a win-win," praised Ms. Fang, a participant.
The director of Yi Jian Library noted that collaborating with the mall and community school to host senior activities has effectively expanded the library's audience. The integration of public education activities has turned the library into a warm hub for neighborhood interactions, fostering a culture of mutual learning and support within the community.
For merchants, the silver-haired classes bring steady foot traffic, effectively revitalizing idle weekday hours. Many partner businesses have seen simultaneous increases in customer flow and revenue during weekday lunchtimes.
In recent years, the Putuo District Civil Affairs Bureau has promoted the integration of elderly care services and commercial district economies, issuing the "Senior-Friendly Mall Construction Standards" and nurturing six senior-friendly malls, including Zhonghai Zhenru Universal Center MAX and Shanghai Global Harbor. Through government guidance, market participation, and social collaboration, this model aims to unlock the consumption potential of the elderly and upgrade service provisions for seniors.
The crochet class is a concrete example of Zhonghai Zhenru Universal Center MAX's深化商教融合 efforts, embedding elderly services into the commercial ecosystem by collaborating with community schools and cultural venues, turning the mall into an "emotional驿站" for seniors. The intangible cultural heritage crochet class, jointly organized by the Shiquan Road Community School and Zhonghai Zhenru Universal Center MAX, takes place every Tuesday morning at Yi Jian Library and will run until the end of May. Seniors can register using credits on the "Shanghai Zhenru Universal Center MAX" mini-program, and the "Zhonghai Old Pals" community releases registration links weekly.
As one of Putuo District's first senior-friendly malls, Zhonghai Zhenru Universal Center MAX responds to the district's initiatives to cultivate silver-haired consumption and optimize elderly services. Through the "Zhonghai Old Pals" community, it collaborates with over 70 merchants to create 70 senior-friendly service scenarios, innovating with off-peak service models to make elderly care more precise and thoughtful. The mall is transitioning from a mere consumption venue to an integral part of residents' daily lives.
Since the implementation of senior-friendly mall initiatives, the silver-haired customer base has grown by 13.6%, accounting for over 17% of total visitors. This has boosted weekday performance for partner merchants by 10%–20%, achieving a win-win situation of social warmth and commercial value.
From handicraft classes to "silver-haired exclusive" dining discounts, and from单一的适老改造to comprehensive integration of commerce and elderly care, Zhonghai Zhenru Universal Center MAX leverages small scenarios to address broader livelihood issues, actively contributing to senior-friendly initiatives. In the future, the "Zhonghai Old Pals" project will continue to enrich its service offerings and expand senior-friendly scenarios. Putuo District will further develop the silver economy, upgrading elderly services from "availability" to "excellence," ensuring that older adults share in developmental benefits and injecting continuous vitality into the construction of an elderly-friendly urban district.
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