Driving Renewal for Advancement! The Path to an Upgraded International Metropolis Lifestyle at Beijing Huanmao Center

As a large-scale urban complex with a total construction area of approximately 1 million square meters, Beijing Huanmao Center brings together ultra-class A office buildings, the Ritz-Carlton Beijing Huanmao Hotel, the JW Marriott Beijing Huanmao Hotel, two luxurious hotels, Huanmao Apartments, Beijing SKP, Beijing Huanmao Shopping Center, and Huanmao North District, forming a comprehensive international living scenario. Among these, Beijing Huanmao Shopping Center has become a key driver of the project’s commercial value with its precise operations. Previously, the shopping center established a mature high-end consumption scene in the region, thanks to its precise brand matrix and refined services. With a deep insight into the evolving consumer demands and market trends, the project has further refined its positioning as a high-quality lifestyle hub, focusing on the organic integration of premium experiences with nature. A strategic introduction of a batch of luxury brands that combine design aesthetics with outdoor spirit has taken place. In recent years, the center has continuously broken new ground with its “proactive renewal” approach, introducing global flagship stores such as Descente, KOLON SPORT, and the Swiss CLP Life Sciences Center, filling gaps in the high-end sports and outdoor scene, and enriching the tea-drinking social experience with the first-ever courtyard concept store by A-Ma Handmade.

This proactive renewal strategy has created a virtuous cycle, allowing Beijing Huanmao Shopping Center to maintain “surprising contrast” in the highly competitive core area of retail, achieving a stable annual sales of nearly 4 billion RMB, and consistently ranking among the top in terms of sales efficiency. This is in stark contrast to most commercial centers that are still struggling with concerns about scale, focusing on brand piling and space expansion.So, how has Beijing Huanmao Shopping Center managed to overcome spatial limitations and remain a leader in the long term? Its “proactive renewal” logic is rooted in three core capabilities: forward-thinking insights that precisely lay out the first-store matrix; exceptional scenography that seamlessly integrates nature with commercial spaces; and deep connectivity through cultural and digital services, co-creating value with its customer base.First-Store Ecosystem × Precise Matrix: Why Do International Brands Choose Beijing Huanmao as Their “Flagship Showroom”?Beijing Huanmao Center hosts over 260 multinational companies, the Ritz-Carlton Beijing Huanmao Hotel, JW Marriott Beijing Huanmao Hotel, and luxury service apartments, creating a solid foundation for a high-net-worth clientele.

By continuously observing the lifestyle and consumption trends of this customer base, Beijing Huanmao Shopping Center, with its 30,000 square meters of retail space, has created a high-quality platform that is both internationally visionary and warmly lived-in. As a result, it has evolved from a traditional “leasing model” to a commercial ecosystem built around consumer demand.In recent years, flagship stores such as Descente, KOLON SPORT, Brompton, STEFANO RICCI, and Ermanno Scervino have entered, further enriching the commercial mix and contributing to the creation of a new international metropolis lifestyle that meets contemporary expectations. This is key to the project’s success in achieving excellent performance with a relatively small footprint.International Flagships: Hitting the Pain Points of High-End Consumers.As part of the brand renewal strategy, the investment in transforming the sports and outdoor sector alone exceeded 100 million RMB. The entry of international flagship stores such as Descente, KOLON SPORT, and the Swiss CLP Life Sciences Center was not accidental. These brands address three core needs of high-end consumers: professional sports performance, outdoor lifestyle aesthetics, and forward-thinking health management.

Descente’s “City of the Future” global flagship store, occupying 1,600 square meters, offers an immersive high-end sports experience. It coincides with the brand’s 90th anniversary and will feature a major winter event to celebrate the upcoming Beijing Winter Olympics. KOLON SPORT, with a 1,000-square-meter flagship, taps into the high-end outdoor lifestyle trend, placing this store at the top of its China retail network. The CLP Swiss Life Sciences Center, as the first store in China, will offer a comprehensive precision medical and wellness facility, with services ranging from health diagnostics to anti-aging and longevity solutions.Lifestyle Brands: Creating High-Frequency Consumption Scenarios.Lifestyle and beverage brands are key to increasing user engagement. Through community operations and immersive scenography, Beijing Huanmao Shopping Center has transformed one-time visits into extended stays, reinforcing its attraction as a global metropolis lifestyle hub. For example, Brompton’s Asian flagship store has turned into a cycling culture hub, successfully resonating with urban leisure lifestyles and elevating the store from a retail point to a cultural landmark. PURE Yoga, The BodyLab, Peet’s Coffee, %Arabica, and M Stand are examples of brands that have enhanced the customer experience, catering to wellness and social interaction needs.

This strategic positioning is critical in ensuring a memorable, long-term consumer experience.Fashion and Technology: A Comprehensive Coverage of All-Scene Needs.From high-end fashion brands like STEFANO RICCI’s Italian menswear to Apple’s retail store offering a digital life experience, the fashion and technology sectors at Beijing Huanmao Shopping Center demonstrate the complete understanding of high-end consumer lifestyle needs. This all-scenario approach is the key to its differentiation in the high-end commercial market. The space, from elegant office outfits to casual leisure activities, is tailored for consumers seeking a balanced lifestyle.Reimagining Consumption Experience: How Beijing Huanmao Transforms Shopping Space into an Experience Hub.The integration of outdoor spaces with retail areas at Beijing Huanmao Shopping Center redefines the nature of commercial spaces. By combining gardens, walkways, and plazas, the project has created a “city oasis” where consumers can freely breathe and enjoy the urban environment. The seamless flow between outdoor and indoor spaces has turned functional areas into platforms for brands to showcase their offerings.

The Evolution of Space into an Experiential Venue: A Content Revolution.Beijing Huanmao Shopping Center’s outdoor areas are no longer just transitional zones but have become content hubs, enhancing the overall experience. Through partnerships with luxury brands like CHANEL, Cartier, and Tiffany, the space has become a powerful tool for brand exposure, attracting customers and enriching the cultural and commercial value of the area.Culinary Scene with Strategic Layers: Targeting Multi-Dimensional Needs.In the dining sector, Beijing Huanmao Shopping Center has curated a differentiated mix of Michelin-star and black pearl restaurants, integrating them seamlessly into outdoor spaces. This unique approach has created an ecosystem that attracts a broad range of consumers, from business meetings to casual dining, and contributes to a dynamic and vibrant food scene.Digital Huanmao: How Technology Reshapes Commercial Operations.In its digital strategy, Huanmao Cloud has evolved from a simple membership management tool to the core infrastructure that drives multi-tenant synergy and reshapes the consumer experience. The integration of systems such as “one-code access,” “seamless points” for instant reward redemption, and “robot delivery” for efficiency improvements showcases the project’s deep integration into everyday life.