The cohesion of atmosphere not only requires more similar styles and independent brands to gather, but also needs to be continuously operated by the master managers.
The coffee business is an essential element of a boutique street, where customers not only consume the coffee itself, but also the brand and craftsmanship of the brand's manager, which also constitutes a unique social scene.
“TOTOMATO” has become one of the most popular coffee shops in Sanlian Weekly, thanks to its heartfelt coffee and word-of-mouth from its early fans. Many independent brands have collectively established their stores here, sharing the wide view of the Jialing River across Daijiaxiang.
Daijiaxiang is stuated on higher ground, 60 meters higher than the Jialing River waterfront road below, and there is also the Dongshuimen Bridge, which has become a unique landmark. In that case, the distinctive scenery has prompted brands to create a transparent window view that showcases this attractive feature.
If coffee is the hobby of the new generation, tea is the inseparable companion of Chongqing. Chongqing is characterized by “many gates, many temples, many teahouses”, Sitting in teahouses, having tea and chatting over the Dragon Gate, drinking a bowl of tea from morning to night are habits unique to the people of Chongqing.
Daijiaxiang is also inseparable from the tea. “Tingyuxuan” and “Bansan” are elegantly arranged teahouses, sitting next to the ancient city wall. Sitting under the trees to listen to the shopkeeper's experience is also a rare experience. "7+ Handmade Lemon Tea" is a popular specialty in recent years. Tucked away in the middle of a number of buildings, “Xiaobei Teahouse” is an extraordinary experience in Chongqing. Named after the lead actor in the movie starring Yi Yi Qianxi, “Xiaobei Teahouse” is a place where you can cool off and enjoy a unique experience that leaves a lasting impression.
The renewal of Daijiaxiang is more akin to a minor surgery than the large-scale renewal projects that seek economic balance through demolition, construction, and land sales. It represents a shift in favor of the “human scale” and is more concerned with the transition “from big streets to small neighborhoods, from wide roads to narrow streets, from fast pace to slow life”.
The backstreets, only a hundred meters in length, are cohesive with the aesthetics of daily life. There are shopping, eating, playing and experiencing, and business has gradually begun to develop vertically upwards and downwards. Despite the lack of nationall renowned brands to support industry renewal，it has come out with a warm and intimate life-oriented route. The rental prices of ground floor commercial properties that have increased by 3-5 times also indirectly proves the rise of Daijiaxiang. Which means, there is also the rise of local lifestyle aesthetic businesses in Chongqing other than influencer industries.
The growth of consumers leads everyone to seek differentiated experiences and brands that embody pursuit and aesthetics. For small brands, factors such as street rents and flexibility contribute to their growth, making the micro-renewal of city centers a win-win approach for all parties. Additionally, cities requires more spaces that offer unique experiences and vibrant plazas, enhancing the city’s dimensionality and reflecting its soft power.
With the continuous expansion of the residents' spontaneous renewal, the demand for unified maintenance of the public service infrastructure of the neighborhood, as well as the brand operation and promotion has become Increasingly urgent. The district-level platform company also assumed the responsibility of district operation and management, and led the cooperation with the neighboring merchants to form a “merchants' alliance”. In this alliance, the government and residents Collectively participate in the management of the neighborhood, unify the operation of the neighborhood, provide community public services, and guarantee the high-quality presentation of the image of the neighborhood.
A series of changes have led residents to.update themselves more actively, showing increasing enthusiasm for participating in community management. As a result, residents are developing a stronger sense of belonging and responsibility towards their community.
3) Conclusion.
Recently, the Chongqing Municipal Housing and Urban-Rural Development Commission was informed that in recent years, Chongqing has vigorously carried out urban physical examination. The city physical examination found that the old city’s urban function is insufficient, infrastructure lagging and other issues as the focus of urban renewal. Chongqing has launched 226 pilot demonstration projects for urban renewal, and strives to further utilized its existing urban space, enhancing the urban living environment, and improving public services. Through revitalizing underutilized resources, integrating urban renewal with historical and cultural heritage, and adopting other innovative approaches. The city aims to promote the development of new economies, industries and businesses models.
Among them, Daijiaxiang as one of the pilot demonstration projects of urban renewal. Through innovative exploration of “government-led, residents self-initiated, multi-party joint governance and management,” the block was jointly governed and shared, thereby stimulating the development of the area vitality and enhancing the sense of access to residents and tourists’ experience. It has formed a good demonstration effect for the city of Chongqing to promote urban renewal work.
It is worth mentioning that Dai Jiaxiang, under the impact of the internet celebrity economy, still grasps its own positioning, retains the original taste of the street to the maximum extent possible, and provides a differentiated slow life experience. Similar to minimally invasive surgery, the renewal concept allows the gathered traffic to be transformed into a smoldering world.
[Photo/Guihuazhongguo]
[Photo/Guihuazhongguo]
Source: <https://mp.weixin.qq.com/s/j4-Yx5ttIGxon3ZuVzOiMg>
Edited and Translated by Guan Tao
Copyright @ 2014 Urban Planning Society of China
Registration Number:05073892-1
