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Jiefangbei Street Crowned China's Most Popular Pedestrian Destination During Spring Festival

By RAN ZHENG|Feb 26,2024

Chongqing - Chongqing's Jiefangbei Pedestrian Street has become the leading destination nationwide for the 2024 Spring Festival holiday celebrations, demonstrating remarkable vibrancy and consumer interest.

During the Spring Festival, throngs of tourists flock to Jiefangbei Bayi Road to savor the flavors of Chongqing cuisine. (Photo/ Zhang Jinhui)

Tencent Location Big Data reports that Jiefangbei Pedestrian Street hosted a record 7.75 million visitors from February 9 to 16, a 25% increase from last year, averaging nearly a million daily visitors.

Jiefangbei, recognized as among the first national demonstration pedestrian streets and intelligent business districts, boasts a diverse industrial mix, including finance, commerce, culture, tourism, and more. It's home to 80 Fortune 500 companies and over 270 international brands, such as Prada and Gucci, with more than 150 first stores, positioning it as a retail pioneer in western China.

Last year, Jiefangbei's retail game was more vital than ever, pulling in over 101 billion yuan ($14 billion), up 7.5% and setting a record in western China. The Spring Festival period saw luxury goods sales soaring to new heights, with brands like Gucci, YSL, and Miumiu achieving record sales. Unique offerings such as Moutai Ice Cream and Puma stores led the country in sales. 

Nightlife and hospitality sectors in Chongqing, including premium hotels like the InterContinental Chongqing Raffles City and Westin Chongqing Liberation Square, saw occupancy rates above 90%, with the average spending exceeding 1500 yuan.

According to the person in charge of the Management Committee of the Jiefangbei Central Business District, what sets Jiefangbei apart is the area's diverse consumption scenes for its success. These include unique urban experiences blending natural and architectural elements such as rivers, cliffs, streets, caves, and skyline, which have become a hallmark of Chongqing's consumer space. 

Besides, Jiefangbei's rapid development is partly due to its strategic positioning within the Chengdu-Chongqing economic circle and its focus on attracting international brands and high-end retail options.

Jiefangbei is enhancing its economic contribution by revitalizing its retail environment. It focuses on trendy brands and flagship stores like Chuu, Li-Ning, and Nike in malls such as Chongqing Guotai Arts Center and Bayi Food Street. It's also integrating global retail innovations by welcoming stores like E-matou and Chemist Warehouse to the Chongqing World Financial Center, enriching the shopping experience for an international clientele.

Significant infrastructure investments have improved mobility in the area, highlighted by China's first 7.5-km underground ring road with 28 garages and smart city technologies, which reduce traffic congestion and enhance safety for dense visitor flows. Furthermore, innovative urban space utilization, like creative lighting and rooftop experiences on skyscrapers, has enriched the jubilant consumer atmosphere.


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