During the National Day holiday, Jinshan District's consumer market was bustling with strong momentum and vitality.
At Wanda Plaza, several brand debut stores including MO&Co. and Yushang opened in a concentrated wave, drawing a steady stream of shoppers, while the intangible cultural heritage market at Bailian Jinshan Shopping Center attracted large crowds.
Meanwhile, Jinshan District's "Hi! Jinshan" Bay Area shopping vouchers, combined with merchant promotions, boosted sales across multiple categories including gold and apparel.
From new stores to cultural experiences, from discounts to public benefits, Jinshan leveraged diverse scenarios to draw crowds and stimulate spending.
Debut Stores Make a Concentrated Appearance
"Debut stores" refer to the first locations opened by well-known brands in a given region.
This holiday, Jinshan Wanda Plaza became a hub for brand debut store launches.
MO&Co. opened on October 1 with a store area of approximately 160 square meters.
Store manager Huang Jingyi said the National Day promotion offered "up to 40% off storewide, plus an additional 100 yuan off for purchases over 1,000 yuan after the discount," bringing summer clothing to roughly 50% off when combined; within the first 14 days of opening, visitors received gifts upon entry, and those spending over 5,000 yuan received a branded sports bag.
Also at Jinshan Wanda Plaza, Hangzhou original designer brand Yushang (YUUSAAY) opened on September 25, focusing on light luxury minimalist styles and everyday casual and date-night outfits.
Store manager Ms. Hu said the opening coincided with the National Day holiday, and many consumers participated in the "Hi! Jinshan" Bay Area shopping voucher program.
"The discounts are especially generous, and sales over the past couple of days have been quite impressive."
It is understood that approximately 10 new brands opened in a concentrated wave at Jinshan Wanda Plaza during the holiday, including dining brands such as Huaijiuye, Shangu Terrace, and Puren Manfen, as well as apparel retail brands like Ajidou.
A Series of Events Draw Crowds
A range of activities served as the "crowd magnet" for Bailian Jinshan Shopping Center this holiday.
From October 3 to 4, an "Intangible Cultural Heritage Market + Pop-up Market" was held here, bringing together several of Jinshan's intangible cultural heritage projects in the commercial area, with exquisite handmade crafts, traditional skills, and mouthwatering food all on display; on the third floor of the mall, the "Intangible Heritage Hub" also offered parent-child experiences such as paper-cutting, allowing residents to pause and "watch craftsmanship" while shopping.
At the wheat straw painting booth, Xiong Guorui, a inheritor of Jinshan wheat straw painting techniques, was introducing his works: "Wheat straw painting uses barley straw from farm fields, which must be processed, split, ironed flat, and then applied piece by piece along the grain onto the canvas; different lighting reveals different sheens."
In front of a homespun cloth stall, consumer Ms. Qiu bent down to gently touch the fabric surface.
"I wove this kind of homespun cloth when I was a child; seeing it now feels very warm."
Beyond intangible cultural heritage, esports events brought young people into the mall.
Reporters learned that from October 5 to 6, the Honor of Kings national tournament Jinshan division will hold its competition at Bailian Jinshan Shopping Center.
ACG-themed interactive activities also drew young foot traffic.
Bailian Jinshan Shopping Center also hosted an Arknights fan-themed event with free admission, featuring an immersive stage play "Silverheart Lake Train" and offering stage interactions and limited-edition merchandise giveaways, attracting many gamers who made special trips to attend.
"This holiday, we held intangible cultural heritage markets, parent-child experiences, and esports events back to back, all aimed at using activities to draw crowds to the mall," said Zhao Wei, business manager of Bailian Jinshan Shopping Center.
"The intangible cultural heritage market attracted many families, and the esports events brought in a lot of young people; once people come in, business follows."
Substantial Discounts and Promotions
Tangible discounts were another highlight of Jinshan's National Day consumption this year.
Jinshan District distributed tens of millions of yuan in "Hi! Jinshan" Bay Area shopping vouchers in batches, redeemable via UnionPay QuickPass payment code deductions; the first phase runs from October 1 to 15, covering retail, dining, accommodation, cultural tourism, automobiles, movies, and other categories.
Gold consumption was a typical beneficiary.
The gold section at Bailian Jinshan Shopping Center saw hot sales over the past few days; resident Mr. Li (pseudonym) purchased over 10,000 yuan worth of gold jewelry in one go, saving more than 2,000 yuan compared to regular prices, including a 1,000 yuan deduction through the "Hi! Jinshan" Bay Area shopping vouchers.
"This promotion is only available during National Day, very good value."
Ms. Huang, a salesperson at the Lao Feng Xiang gold counter, told reporters that the counter prominently displayed the promotion stacking with "Hi! Jinshan" Bay Area shopping vouchers, and more than 10 consumers had already participated.
"Sales have improved a lot, better than previous years."
During the National Day period, mall foot traffic is high, and we remind everyone as follows: avoid crowding at entrances, exits, and escalator areas to prevent congestion; families with children should keep a close eye on them and not let them chase and play on escalators; keep phones, wallets, and other valuables safe; pay attention to emergency exit signs and follow staff guidance in emergencies; maintain order when queuing for meals, and enjoy a safe and pleasant holiday.
Reporter: Wang Qiaoyue. Some sources: online compilation. Editor: Yang Liting. Responsible editors: Yu Lanting, Yang Liting. Reviewers: Chen Jianjun, Hong Yanqing.
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