Official Rebranding and Grand Opening! Changsha Beichen Hui’s Upgraded Strategy Revealed!

In the age of stock assets, China’s commercial real estate market has rapidly transitioned from a “scale competition” to a new phase focused on “value cultivation.” The brand image of commercial management and professional asset management capabilities are increasingly becoming the focal points of the industry. In this mainstream trend, we have observed that an increasing number of commercial management companies are making “proactive” strategic adjustments. A notable phenomenon is that former behind-the-scenes owners are stepping into the spotlight, relaunching their projects with new self-operated models, using this opportunity to build recognition for their own commercial management brands and reshape the industry landscape. The owners “taking the lead” and driving a series of upgrades is undoubtedly a positive signal for the operation of commercial projects, which can further unlock asset value and stimulate the vitality of the industry.A recent example that has attracted much attention is the Changsha Beichen Delta commercial project, a typical case of transformation. On September 20th, Beichen Group officially announced that its flagship 140,000㎡ commercial complex had been fully upgraded to the self-owned brand “Beichen Hui,” marking a new beginning. On the same day, the shopping mall’s grand reopening saw impressive results, including a 25% increase in foot traffic and a 196% increase in sales compared to the previous year.

This move represents a strategic transformation for both the Changsha Beichen Hui project and Beichen Group, and it has generated great expectations and attention from both the local community and the industry.Official Rebranding Kick-off: A New Strategic Chapter for Beichen HuiSituated at the golden delta where the Xiangjiang and Liuyang rivers converge, the “Beichen” name is almost synonymous with the area. In 2007, Beichen Group invested 42.2 billion RMB to develop the 5.2 million㎡ Beichen Delta project, which includes high-end residential, international exhibition centers, and commercial service areas. Landmark properties such as the Beichen International Conference Center, Beichen InterContinental Hotel, Beichen International Care Center, and Changsha Beichen Hui have been developed, contributing over 6.8 billion RMB in taxes.The Beichen Delta project is akin to a “city-building movement,” complementing the nearby cultural landmarks such as the “Three Museums and One Hall,” and has become a prominent urban gathering place. With the grand opening of Changsha Beichen Hui, the integration of industrial and urban development is taking the story to a deeper level. According to reports, Beichen Group will rely on its “Beijing experience” and the model of the “Beijing Asia Olympic Business District New Consumption Innovation Alliance” initiated with the government, and collaborate with the Kaifu District government to establish the “Beichen Binjiang Business District New Life Innovation Alliance.”

The Binjiang Business District Alliance aims to break the “waterfront commercial island” effect by facilitating flow complementarity and resource sharing, injecting new momentum into Changsha’s goal of becoming an international consumption center city. Essentially, this initiative is a restructured ecosystem, driven by space, connected through industries, and powered by operations.A Major Shift in Strategy: Moving from Development to Operation.The transformation of Changsha Beichen Hui is not just about a brand update but reflects a significant shift in the industry’s top enterprises from “development logic” to “operation logic.” This shift has major strategic implications within Beichen Group. Over 18 years, Beichen Group transformed a marshland into a modern architectural complex, and now, 18 years later, the enhancement of asset value is being realized through refined operations. The self-operated transformation of Changsha Beichen Hui marks a critical step in Beichen Group’s strategic shift from “urban construction” to “urban operations,” and they will leverage systematic and professional asset management to unlock value.Product Strategy: The First Step for Beichen Hui’s Expansion Beyond Beijing.Changsha Beichen Hui, after Beijing’s Beichen Hui, represents Beichen Commercial Management’s milestone expansion into Central China. It is the first time the “Beichen Hui” commercial brand has expanded outside Beijing.

Based on the commercial practices in both cities, Beichen Commercial Management will gradually develop a replicable management model of “standardized product output + localized operational innovation,” providing strategic support for future national expansion.Regional Positioning: Integrating Local Expertise for Efficiency.Having worked in Hunan for 18 years, Beichen Group’s transition from the role of an owner to self-operation means it will invest more energy into deeply integrating state-owned enterprise resources and local experience. With a more efficient and flexible decision-making chain and market response mechanism, Beichen Hui aims to establish a significant presence in Central China, becoming a new flagship of the Beichen Hui brand and strengthening Beichen Commercial Management’s commercial influence in the region.Upgraded Operations: Creating a Hub for Urban Elegance and LifestyleSince 2021, the commercial complex has already built a deep emotional connection with the people of Changsha. It is recognized as a youthful cultural icon and a key venue for local lifestyles. It has also helped the Beichen Delta project move into a new level of regional commerce. The newly upgraded Changsha Beichen Hui will continue to emphasize the vibrancy of Changsha’s local lifestyle, fashionable nightlife, social experiences, and entertainment, all while focusing on the city’s trendsetting youth and quality young families. The project’s positioning of “Trendy Stars, Home Love” will be enhanced through brand upgrades and innovative event operations to create a brand-new “urban lifestyle hub” for Changsha.

Brand Upgrades: A New Cluster of Flagship Stores, Shaping New Consumer Spaces.When Changsha Beichen Hui first opened four years ago, it attracted over 200 brands, including 30% that were debuting in Hunan, and 40% making their first appearance in Changsha. This helped create a diversified mix of sports experiences, cultural arts, and unique dining concepts. Since the change of hands, Beichen Hui’s brand renewal has been highly successful, with a 95% lease renewal rate for existing brands and an even stronger pull for new flagship stores. Currently, the center has introduced 24 new flagship brands, and with its riverside plaza offering scenic views, it has created the “Slow Flash Park” with a focus on flagship brands.Notable new arrivals include:REary: A bicycle-themed lifestyle brand founded in 2017 by Japanese architect Fumihiro Sugano in Beijing. The brand integrates cycling culture with dining, fashion, and retail, offering bike repairs, retail, and coffee lounge services, while promoting environmental sustainability.Whatever Coffee: A coffee brand created by international movie star Wu Yanzu, expressing a lifestyle through coffee culture.Longjing: A Chinese-style tea bar brand, offering “morning tea, evening wine” and cocktails named after the 24 solar terms, targeting young people passionate about life and trends.

By introducing such brands, Beichen Hui’s “Slow Flash Park” transforms popular outdoor sports, tea, and social dining trends into immersive consumer experiences. The Xiangjiang Riverfront has become a “window” for these flagship stores, offering a full-time experience from daytime socializing and sports to evening dining and drinks, and even late-night leisure activities.This strategic use of scarce urban landscapes and outdoor spaces not only avoids the closed-off feel of traditional shopping centers but also enables an organic blend of commercial space and public city spaces, injecting new consumer energy into Changsha’s cultural and tourism ecosystem. Moving forward, Beichen Hui will continue to enhance its commercial differentiation through flagship clusters, strengthening its matrix of dining, home furnishings, outdoor sports, and high-end lifestyle brands. It will also collaborate with top-tier brands in the mall to innovate with upgraded stores such as Huawei’s flagship and Pop Mart concept store, creating a continuously fresh shopping experience.

Operational Upgrades: Premier Events, Premier Exhibitions, and Membership Value.Along with the grand reopening of Changsha Beichen Hui, a series of high-profile activities have been launched, marking the start of a wave of interactive experiences. The debut of two major thematic IPs and exhibitions echoes the cultural magnetism of the city and the emotional connection with young people. Noteworthy events include:Changsha Beichen Hui X Changsha Binjiang Cultural Park Collaboration: Featuring the national premiere of Zhang Zhan Zhan’s art project “Xiangjiang Drift: Special Happiness with You,” creating the “Xiangjiang Art Corridor” alongside the river’s scenic views.The 10-billion+ Box-Office Hit “Lulang Mountain Monsters”: The fast fashion art exhibition debuts in the center, attracting visitors with trendy content.Performances such as “Chinese War Dance,” the first Middle China appearance of the “Steam Traveler” parade, the “Happy Star Music Festival,” and “Steel Dance Cyber Parade” highlight the rich variety of performances, blending folk art, original drama, and more, creating a vibrant vacation atmosphere.The combination of traditional cultural heritage and modern artistic expressions has allowed Changsha’s locals and tourists to experience diverse cultural charm up close. It’s clear that these activities reflect Beichen Hui’s strategic vision for the surrounding business district.

In the future, Beichen Hui will develop into a cultural hub by leveraging the public spaces of Beichen Delta, riverside locations, and the south mall of the center to establish a trendy, cultural destination that drives traffic from across the province and beyond.Enhanced Membership Operations: Strengthening Consumer Engagement and Value.In addition to the ongoing events and premier exhibitions, Changsha Beichen Hui will continue to upgrade its membership offerings, enhancing the consumer experience and creating more consumer loyalty. The project plans to invest nearly one million RMB to improve its membership benefits, with a focus on creating the “Beichen” membership system. This will integrate the Beichen Delta complex and Beichen Group’s broader ecosystem, breaking down data barriers and enabling more precise operations.From Beijing to Changsha, Beichen Group’s dual-city strategy offers a steady and reliable development model. This approach has successfully revitalized commercial assets along the Xiangjiang River’s east bank and introduced a new, elevated shopping experience to Changsha.

Beichen Hui’s strategy in Changsha, including flagship store premieres, exhibitions, and resource integration, mirrors the success of Beijing Beichen Hui. Beijing Beichen Hui, located in the new landmark of the National Convention Center in Beijing’s central axis, with a built area of 55,000㎡ and over 100 brands (45% being flagship stores), has achieved a sales revenue of 400 million RMB and attracted 5.5 million visitors in its first year. The project has already broken records, with 5 million visitors this year alone—an 80% increase compared to last year.As a state-owned enterprise in Beijing, Beichen Group’s main business includes the exhibition industry, real estate, and commercial properties. Beichen Commercial Management is responsible for managing a wide array of assets, from office buildings and apartments to hotels and commercial parks. The group has successfully created a complementary, collaborative new industry ecosystem.From Beijing to Changsha, the “Beichen Hui” brand has grown increasingly well-rounded, and in the future, Beichen Group will continue to expand resources between the Beijing Asia Olympic Business District and Changsha Binjiang Business District, further boosting the “exhibition + consumption” business model and enhancing Beichen Commercial Management’s professional capabilities.This steady development model, built on the strong foundation of state-owned enterprise resources, provides the industry with a clear example of value reconstruction in the era of stock assets.