"Experiential Economy" New Experience | Integration and Innovation of Physical Stores: Creating a Social Leisure "Sense of Belonging"

How can physical stores innovate to create a sense of social and leisure belonging?

CNR News, Beijing, March 17 (Reporter Hu Bo) According to the Economic Voice of China National Radio’s “World Finance” report, the “experience economy” is booming and becoming a new trend in consumption. This is a new economic model centered on consumers, driving consumption by creating unforgettable, personalized, and emotionally resonant experiences. Currently, the “experience economy” in China has covered multiple fields, including cultural tourism, retail, education and training, and health living, becoming a new engine for enhancing the quality and efficiency of consumption. How does the “experience economy” redefine our sense of happiness in life? What qualities make people willingly spend money on “feelings”? Recently, reporters from the Economic Voice visited various new business formats and scenes, launching a series of reports titled “New Experiences in the Experience Economy.” This installment features the integrated innovation of physical stores: creating a social leisure “sense of belonging.”

Consumers: We just wander and eat, feeling a bit of “dopamine,” and the comfort and shopping experience are quite good.

Consumers shopping in a supermarket (Reporter Hu Bo, photo)

Wandering and eating has created a “dopamine” feeling! This supermarket located in Chaoyang District, Beijing, has a relaxed atmosphere and emotional value, which is quite different from traditional supermarkets.

The reporter noticed that there are magnifying glasses and shoe-fitting stools for the elderly next to some shelves; the resting area is equipped with blood pressure monitors, various teas, and microwaves; bulk food items are labeled with weight references, and the frozen section has anti-freeze gloves; all products are available for tasting and trying, allowing consumers to try before they buy.

Convenient items in the supermarket (Reporter Hu Bo, photo)

In the cosmetics area of the supermarket, the reporter also saw staff disinfecting sample products. “We disinfect daily using disposable alcohol wipes. For lip products, we let customers try them with cotton swabs; if it’s a cream, we also recommend customers use cotton swabs for testing, and then we disinfect afterward.”

In the live food preparation area of the supermarket, many consumers said they can manage everything in one stop: eating, shopping, and enjoying a relaxed and pleasant consumption scene.

Consumers shopping and dining in the supermarket (Reporter Hu Bo, photo)

One consumer said, “There’s a market here, and coming here feels very leisurely.”

Another consumer told the reporter, “The atmosphere is quite good, there’s a dining area, and I can solve my grocery shopping here, and when I’m tired from shopping, I can eat something and then go home to rest.”

Another consumer said, “Before, shopping in a supermarket was just shopping; I would leave after picking up a bag, but now I really like this integrated experience.”

The store manager of the supermarket told the reporter that after transforming into a “shopping and dining” community third space, her focus has shifted significantly from “goods” to “people.”

The supermarket store manager introduces convenient details (Reporter Hu Bo, photo)

The supermarket store manager explained: “Previously, our management focused on goods and displays; now, it emphasizes product quality, environment, and, most importantly, service—post-sale follow-up. For example, in the bread and deli sections, we have increased tasting opportunities; in the drinks section, we have continuous tasting and sampling of new products; and beauty products can be tested as well. The service desk offers free drinks, as well as blood pressure measurements, vision tests, height measurements, and facilities like microwaves for heating, as well as thermal bags and ice adding services.”

Live food preparation area in the supermarket (Reporter Hu Bo, photo)

Shopping in the supermarket has transformed from a mere purchasing action into a leisure experience. Yang Ziliang, a responsible person in the supermarket, said that the change involves a comprehensive remodeling from products and environment to services. “For example, the mall has lowered shelf heights, adjusted lighting, and focused on products, all to make the shopping area more enjoyable. Now, these stores have become an indispensable part of the community’s convenience life circle, where many customers are willing to stroll around, sit down for a meal, and even meet friends to chat. We have truly transformed the shopping area into a community shared space for socializing and leisure.”

This shift from “selling products” to “selling experiences” is not only happening in the physical retail industry but has also become a trend in fields like automotive retail. For example, some brands have turned their 4S stores into comprehensive spaces that integrate viewing cars, socializing, working, child care, and leisure. Such transformations attract consumers’ attention by creating unique shopping environments, warm experiences, and a sense of belonging, while also effectively guiding and changing consumer behavior.

For this reason, the “experience economy” has opened up a new value space for the products and services of physical businesses. Guo Liyan, deputy director of the Economic Research Institute of the National Development and Reform Commission, analyzed: “Consumers participate in the entire process of value creation, reflecting their individuality and the customization process. That is, whatever demands there are, there will be quality experiences provided to match. Merchants have also seized this opportunity, treating traditional goods as props and services as scenes, providing diverse experiences for consumers in the creation of new scenes, allowing consumers to transition from one-time purchases to repeated visits, thus turning traffic into retained traffic and achieving continuous brand building and value creation.”