Chongqing - The National Development and Reform Commission has recognized three Chongqing projects—Chongqing Tiandi, Guangying Liujian-Youth Beibin Entertainment, and Jihua Park—as model cases in its 2024 National Innovative Consumption Scenarios List. These examples highlight Chongqing’s achievements in fostering new consumer trends and energizing urban life, inspiring consumer upgrades across China.

At Xiahao Lane in Nan’an District, visitors capture the layered cliffside architecture from a scenic viewing platform. (Photo/Zhang Jinhui, Visual Chongqing)

Reimagining Urban Spaces through “8D Magic”

Leveraging its famed multi-level terrain, Chongqing is rapidly developing unique consumer environments and reshaping the boundaries of retail and leisure. In Yuzhong District’s Daijia Alley, nine giant orange shipping containers stacked along a cliffside have become a hotspot for young consumers, drawing over 20,000 visits daily. Meanwhile, Beicang Cultural and Creative Street in Jiangbei District has transformed old industrial sites into vibrant creative hubs, attracting over a million annual visits and generating over 100 million yuan (about 13.9 million US dollars) in revenue.

Chongqing’s imaginative use of underground space is also noteworthy. The city has repurposed more than 120 air-raid shelters into distinctive venues, such as bars and performance venues, sparking a “cave economy.” Currently, Chongqing boasts 286 integrated “mountain city trails + specialty streets + riverside economy” consumption areas, driving up commercial rents by 15-20%. Upgrades in places like the Shibati scenic area, which now hosts heritage fairs and archaeology experiences, have boosted daily foot traffic from 3,000 to 20,000, with cultural products accounting for over 40% of sales.

Technology Drives Next-Generation Retail

Digital technology is at the heart of Chongqing’s consumer innovation. Smart unmanned stores in the city’s Jiefangbei-Chaotianmen area operate around the clock, featuring robotic “managers” who handle everything from stocking to sales. Immersive technologies—AR, VR, AI—are reinventing shopping, with features like virtual makeup mirrors and intelligent guides transforming traditional malls into “stores of the future.” 

The city’s e-commerce parks have adopted “live-to-warehouse” logistics, enabling two-hour delivery from order to shipment and giving rise to top livestream sales brands. Technologies such as 3D holographic projections and 8K LED dome cinemas, like those at Hongyadong and Rongchuang Cultural Tourism City, enhance tourist experiences and draw millions of visitors annually.

Drone logistics are also advancing rapidly, with JD Logistics and Meituan deploying aerial delivery routes that dramatically increase efficiency. During the recent “618” shopping festival, over one million retail and dining outlets across Chongqing participated in instant delivery promotions, with convenience store sales rising 9.1% year-on-year, outpacing the national average.

New Business Models and Policy Support Fuel Growth

Chongqing is tapping into “emotional value” to enhance consumer experiences. Social-media hotspots like the “I Am in Chongqing” screen in Guanyinqiao attract large crowds and boost nearby businesses. Night markets such as Linlong Market at Lijia Paradise Walk now focus on creative, design-driven products, highlighting the shift toward experience-based and emotionally engaging shopping.

This surge in innovative consumption is backed by strong policy support. Chongqing’s five-year plan promotes higher-quality and more diverse consumption by encouraging creative use of local spaces—for example, converting air-raid shelters into themed restaurants and teahouses. Districts and counties are also piloting new ideas, like Yongchuan’s “ticket economy,” which offers discounts to customers who show movie ticket stubs at hundreds of shops.

Diners enjoy hotpot at a restaurant inside an air-raid shelter in Yubei District. (Photo/Zhang Jinhui, Visual Chongqing)

With policy backing, Chongqing organized over 700 consumption events in the second quarter alone, generating 7 billion yuan in direct sales. According to Mo Yuanming, a researcher at Chongqing Technology and Business University, the essence of Chongqing’s success lies in its “user-first” mindset. The city continuously develops distinctive and engaging consumption platforms by blending culture, technology, and innovative formats to meet real needs.