呼包鄂商业高质量发展添新力 万达差异化运营激活消费市场
New Impetus for High-Quality Commercial Development in Hohhot-Baotou-Ordos: Wanda's Differentiated Operations Activate Consumer Markets
近日，多家媒体组成采风团，走进万达呼和浩特、包头、鄂尔多斯“三城五店”，通过实地观摩、品牌访谈、业态调研，挖掘万达以差异化运营助力区域商业提质、激活消费活力的实践路径，为内蒙古消费市场观察提供鲜活样本。
Recently, a media tour visited Wanda's "Five Plazas across Three Cities" in Hohhot, Baotou, and Ordos. Through on-site observations, brand interviews, and format research, the tour explored Wanda's practical approach of using differentiated operations to enhance regional commercial quality and stimulate consumption vitality, providing a vivid case study for observing the consumer market in Inner Mongolia.
鄂尔多斯：三核联动破局，商业与艺术打造陕蒙消费样板
Ordos: Tri-Core Linkage as a Game Changer, Commerce and Art Create a Consumption Model for Shaanxi-Inner Mongolia Border Region
鄂尔多斯东胜万达广场以“A馆+B馆+暖街”三核布局，打破传统商业同质化困境，打造总体量22.12万方、汇聚352个品牌的超级城市综合体，辐射鄂尔多斯及陕西榆林等周边区域，成为陕蒙交界地带消费地标，呼应鄂尔多斯“建设区域性中心城市”的战略定位。
The Ordos Dongsheng Wanda Plaza, with its tri-core layout of "Mall A + Mall B + Warm Street," breaks the mold of traditional commercial homogeneity. It has established a super urban complex with a total area of 212,000 square meters, hosting 352 brands, which radiates influence to Ordos and surrounding areas like Yulin, Shaanxi. It has become a consumption landmark in the Shaanxi-Inner Mongolia border area, aligning with Ordos's strategic positioning of "building a regional central city."
A馆聚焦家庭生活及时尚潮流，引入万达影城、宝贝王乐园、POP MART、海底捞等品牌；B馆主打品质生活，引进凯乐石登山店、ANTAGUANJUN、BANXIAOXUE、裕莲茶楼、二里半西北文化典藏馆、KCOOKING等头部品牌，一期驻基，二期进阶，以"灵感生活策源地"的全新定位，与一期家庭生活中心形成“人气+品质”双核驱动。
Mall A focuses on family life and fashion trends, introducing brands like Wanda Cinema, Wanda Kids' Paradise, POP MART, and Haidilao Hot Pot. Mall B emphasizes quality living, featuring leading brands such as Kailas Mountaineering Store, ANTAGUANJUN, BANXIAOXUE, Yulian Tea House, Erliban Northwest Culture Museum, and KCOOKING. With Phase I established and Phase II advancing, it adopts a new positioning as the "Source of Inspired Living," forming a dual-core drive of "popularity + quality" alongside the Phase I family life center.
“暖街”商业街区，融合鄂尔多斯在地文化与现代艺术设计，引入文创小店、特色咖啡馆等业态，以在地文化、圈层文化品牌为核心，注入城市生活温度，形成“品质+文化+烟火”三维生态闭环；另外拥有城市首个购物中心空中花园，并设置《栖息地》艺术作品，由玉石质感的骏马雕塑群与民歌的蒙文灯光装置共筑“都市草原”，为都市年轻人提供忙碌生活中的心灵栖息地。截至2025年，东胜万达累计引入自治区及城市首店105家，陕蒙跨省消费占比提升至28%。
The "Warm Street" commercial block integrates Ordos's local culture with modern artistic design. It introduces formats like cultural and creative shops and specialty cafes, centering on local culture and community-specific brands to inject urban warmth, forming a three-dimensional ecological loop of "quality + culture + vibrancy." Additionally, it features the city's first shopping mall rooftop garden, installed with the "Habitat" art piece – a "Urban Prairie" composed of jade-textured horse sculptures and a Mongolian script light installation based on folk songs, providing urban youth with a spiritual refuge in their busy lives. By 2025, Dongsheng Wanda had cumulatively introduced 105 regional and city first stores, with cross-province consumption from Shaanxi increasing to 28% of its share.
鄂尔多斯东胜万达广场总经理田海波谈及布局逻辑时提到：“我们始终围绕陕蒙交界的区位优势做规划，‘三核联动’不仅破解了传统商业同质化难题，更通过在地文化融入、创新空间及场景打造，让商场从‘购物场所’化身城市精神容器，让鄂尔多斯的温暖基因可触摸、可共鸣，值得一提的是，2025年第三季度的跨省消费占比达到40%，正是这种定位的有效印证。”
General Manager Tian Haibo of Dongsheng Wanda Plaza noted, “We’ve always planned around the Shaanxi-Inner Mongolia border advantage. The tri-core synergy not only solves homogenization issues but also transforms the mall from a ‘shopping venue’ into a ‘container of urban spirit’ through cultural integration and innovative spaces, making Ordos’ warm DNA tangible and resonant. The 40% cross-province consumption share in Q3 2025 validates this positioning.”
包头：双区错位运营，潮流与民生焕新工业城市商业
Baotou: Dual-Zone Complementary Operations Revitalize Industrial City Commerce
针对包头“工业重镇+多区发展”的城市特点，万达布局青山、九原两家门店，以“成熟区潮流引领+新城区民生保障”的错位运营，适配包头“老工业区转型”与“新城区建设”的双重需求。
Tailored to Baotou’s characteristics as an industrial hub with multi-district development, Wanda operates stores in Qingshan and Jiuyuan, employing a “mature zone trend leadership + new zone livelihood support” complementary strategy to meet dual demands of “old industrial zone transformation” and “new zone construction.”
青山区万达广场深耕成熟商圈，租赁面积12.66万平方米，2025年前三季度，累计销售额8.59亿元。青山万达聚焦年轻消费群体引入小米“人车家全生态”体验首店、喜茶等潮流品牌。其中，小米体验店整合汽车展示、智能家电体验等功能，品牌日均接待1200人次，商场“潮玩市集”活动，吸引周边高校学生群体，广场单日最高客流突破12.4万人次。“青山万达的客群以年轻人为主，我们通过‘科技体验+场景化陈列’，让消费者直观感受智能生活的便利，这也是品牌选择在此落地首店的核心原因。”小米青山店负责人说。
Qingshan District Wanda Plaza, spanning 126,600 square meters of leasable area, achieved RMB 859 million in sales in the first three quarters of 2025. It targets young consumers with trendy brands like Xiaomi’s “human-vehicle-home ecosystem” experience store and Heytea. The Xiaomi store, integrating car displays and smart home experiences, averages 1,200 daily visits, while the mall’s “trend market” events attract nearby university students, peaking at 124,000 daily visitors. A Xiaomi manager stated, “Tech experience and scenario-based displays let consumers directly feel smart living convenience—key to landing first stores here.”
九原区万达广场瞄准新区居住人口增长需求，以“民生业态+社区服务”为核心，租赁面积租赁面积8.87平方米，引入永盛成超市、万达影城、儿童游乐城等便民业态，2025年前三季度，双店服务区域社区居民超 220万人次。超市推出“生鲜直达”服务，与包头本地农场合作每日供应新鲜果蔬，节日期间生鲜销售额同比增长25%；儿童游乐区增设“亲子手工课堂”，国庆期间累计接待家庭客群超8000组，成为新区家庭周末休闲核心场所。
Jiuyuan District Wanda Plaza, with 88,700 square meters of leasable area, centers on livelihood formats and community services, introducing essentials like Yongshengcheng Supermarket, Wanda Cinema, and children’s play zones. In the first three quarters of 2025, both stores served over 2.2 million community residents. The supermarket’s “fresh direct” service, partnering with local Baotou farms, boosted holiday fresh sales by 25%, while the children’s zone added “parent-child craft classes,” hosting over 8,000 family groups during National Day, becoming a weekend hub for new-zone families.
包头青山万达兼九原万达广场总经理李士鹏在总结运营成效时坦言：“包头不同区域的商业需求差异明显，我们用青山店抓潮流首店、九原店做民生配套，既贴合老工业区的活力升级需求，也填补了新城区的商业空白，2025年前三季度，双店累计接待1860万人次的总客流，证明这种错位运营模式完全适配城市发展。”
General Manager Li Shipeng, overseeing both stores, remarked, “Baotou’s regional commercial needs vary sharply. Qingshan captures trendy first stores, Jiuyuan supports livelihood needs—aligning with old industrial zones’ revitalization and filling new zones’ commercial gaps. The 18.6 million total visits across both stores in the first three quarters of 2025 prove this complementary model fits urban development.”
呼和浩特：双店协同补位，首店与文化激活消费新动能
Hohhot: Dual-Store Synergy Fills Gaps, First Stores and Culture Fuel New Growth
作为内蒙古首府，呼和浩特万达以“赛罕区+回民区”双店布局，形成“高端体验+民生消费”的协同互补格局，契合呼和浩特“建设区域消费中心城市”的规划方向。
As Inner Mongolia’s capital, Hohhot Wanda’s “Saihan + Hui” dual-store layout forms a “premium experience + livelihood consumption” complementary pattern, aligning with the city’s goal of “building a regional consumption hub.”
赛罕区：文化赋能的高端商业标杆
Saihan District: Culture-Empowered Premium Commercial Benchmark
赛罕区万达广场毗邻政企办公集群与高端社区，覆盖周边5公里，80万高知消费人群。以“文化赋能+首店经济”打造高端商业标杆。2025年引进内蒙古首店22家，城市首店10家，高标店12家，本地品牌孵化10家。其中，引进国内头部山野风火锅品牌“山缓缓”，将自然山野和时尚流行相融合，为年轻、时尚的用户群体打造全新的火锅消费体验。
Adjacent to government-enterprise clusters and high-end communities, Saihan Wanda covers a 5km radius with 800,000 educated consumers. It leverages “cultural empowerment + first-store economy” to set a premium benchmark, introducing 22 Inner Mongolia first stores, 10 city first stores, 12 high-standard stores, and 10 locally incubated brands in 2025. Notably, it brought in “Shanhuanhuan,” a top national mountain-style hotpot brand blending nature and fashion for young, trendy consumers.General Manager Cao Wenlong of Saihan Wanda shared, “Our core edge lies in ‘educated demographics + cultural experiences.’ Beyond unique first stores, we infuse Tumote culture into commercial scenes—popular spots like Qingcheng Time Block and Taosa First Store prove culture-driven growth.”
呼和浩特赛罕万达广场总经理曹文龙在分享运营思路时表示：“赛罕店的核心竞争力的是‘高知客群+文化体验’，我们不仅引入特色首店，更注重将土默特文化融入商业场景，青橙拾光街区、陶萨首店的受欢迎，说明文化赋能确实能成为消费增长的新引擎。”
General Manager Cao Wenlong of Saihan Wanda shared, “Our core edge lies in ‘educated demographics + cultural experiences.’ Beyond unique first stores, we infuse Tumote culture into commercial scenes—popular spots like Qingcheng Time Block and Taosa First Store prove culture-driven growth.”
回民区：便民优先的社区商业典范
Hui District: Community-First Livelihood Model
回民区万达广场聚焦社区便民与潮流消费，租赁面积8.06万㎡。2025年前三季度，日均客流稳定在3万人次，售额3.9亿元。其中，安踏全新形象首店锚定18-45岁核心客群，整合运动装备与体验服务，开业首月客流环比提升18%，结合广场客群，年内计划增设儿童运动体验区；继续完善餐饮业态品类组合，补充缺失品牌，逐步解决消费者大部分生活需求。
Hui Wanda focuses on community convenience and trendy consumption across 80,600 square meters, maintaining 30,000 daily visitors and RMB 390 million in sales in the first three quarters of 2025. Anta’s new-concept store targets 18-45-year-olds, integrating sports gear and experiences, boosting footfall by 18% in its first month. Plans include adding a children’s sports zone and refining dining options to meet daily needs.
呼和浩特回民区万达广场总经理贺利俊谈及社区服务定位时强调：“回民区店的核心是做好‘社区生意’，以满足消费者日常生活高频、刚需为出发点，从业态及功能上解决一站式日常所需，从服务及体验上做好生活与情感的纽带，不断提升广场便捷、品质、亲和及有温度的商业服务能力，2025年前三季度3万人次的日均客流、3.9亿元的销售额就是周边居民对我们服务的认可。”
General Manager He Lijun emphasized, “The Hui store prioritizes ‘community business,’ addressing high-frequency, essential needs through integrated formats and services that bond life and emotion. The 30,000 daily visitors and RMB 390 million sales reflect community approval.”
呼和浩特正通过‘首店经济’‘文化商业融合’推动消费升级，万达双店的布局既填补了不同区域的商业空白，又将本土文化元素转化为消费吸引力，为其他商业体提供了可借鉴的路径。对此，呼和浩特市商务局流通业发展科科长赵雄表示，呼和浩特市2座万达广场在繁荣市场、扩大消费、吸纳就业、保障民生方面发挥了积极作用。其中，赛罕万达适配高知客群、回民区万达优化社区便民业态，针对这种“客群精准匹配”的运营思路，我们鼓励万达广场利用大数据和信息技术等优势，“以用户为中心”精准匹配与深度运营客群。同时，积极落实商务部等7部门“零售业创新提升工程”，支持企业通过场景化改造、品质化供给、数字化赋能、多元化创新、供应链提升等方式实现高质量发展，带动全市存量零售商业设施改造提升，优化商品和服务供给，更好满足人民群众便利化、多样化、品质化的消费需求。
Hohhot is advancing consumption upgrades via “first-store economy” and “cultural-commercial fusion.” The two Wanda stores fill regional gaps while converting local culture into consumption appeal, offering a replicable path. Zhao Xiong, head of Hohhot’s Commerce Bureau’s Circulation Development Section, noted their active role in market prosperity, consumption expansion, employment, and livelihood support. For “customer-centric” precision matching, he encouraged leveraging big data and IT for deep engagement, aligning with the Ministry of Commerce’s seven-department “retail innovation project” to drive high-quality development via scenario upgrades, quality supply, digital enablement, diversified innovation, and supply chain improvements, optimizing goods/services to meet convenient, diverse, and quality demands.
学者专家多维解读，解码差异化运营价值
Expert Insights: Decoding the Value of Differentiated Operations
呼包鄂三地万达“三城五店”的差异化布局，不仅得到地方政务部门的认可，更从学术与区域经济视角，为边疆地区商业提质提供了深度思考，内蒙古财经大学商务学院副院长吴碧波率先从本土商业发展维度给出解读。“在边疆地区推进区域经济协同与消费升级的大背景下，万达呼包鄂‘三城五店’的差异化运营，恰恰踩中了内蒙古打造区域消费中心、破解商业同质化的核心需求，为本土商业提质提供了可落地的实践样本。”
Wanda’s “Three Cities, Five Stores” differentiated layout earned local government recognition and sparked academic and regional economic reflection. Wu Bibo, vice dean of Inner Mongolia University of Finance and Economics’ Business School, interpreted: “Against regional economic synergy and consumption upgrades in border areas, Wanda’s approach precisely meets Inner Mongolia’s core needs for a regional consumption hub and de-homogenization, offering actionable samples.”
从跨区域发展视角进一步分析，吴碧波补充道，鄂尔多斯东胜万达的“三核布局”很有借鉴意义—它没有局限于单一城市消费，而是依托陕蒙交界的区位优势，通过业态创新和场景打造辐射周边省份，28%的跨省消费占比，本质是打破了行政区划对消费市场的限制，为边疆城市构建“跨省消费圈”提供了思路：核心就是以商业为纽带，用特色业态吸引外溢需求，再通过服务升级留住客群。而聚焦政企协同层面，他还提到，万达的布局与内蒙古地方规划高度同频，这种“政府定方向、企业做落地”的协同模式，既让商业实践有了政策支撑，也让地方规划有了市场载体，值得更多商业体参考。未来若能进一步结合内蒙古本土产业特色，比如将农畜产品、民族文创与商业场景深度绑定，还能进一步放大区域商业的独特竞争力。
From a cross-regional view, Wu Bibo added that Dongsheng Wanda’s tri-core model is exemplary—it transcends single-city consumption, leveraging the Shaanxi-Inner Mongolia border to innovate formats and scenes, with 28% cross-province consumption breaking administrative barriers and guiding “cross-province consumption circles” via commercial ties and upgraded services. He highlighted the “government-direction, enterprise-execution” synergy, providing policy-market alignment for others. Future integration with local industries—like livestock products and ethnic cultural creatives—could amplify regional competitiveness.
从呼包鄂榆城市群发展的更高维度审视，这一商业实践的适配性同样凸显，内蒙古新金融研究院院长张学跚对此有着精准判断。“从呼和浩特的文化加商业，到包头的民生加商业，再到鄂尔多斯的跨省辐射型商业，万达的差异化路径精准契合了呼包鄂榆城市群的发展定位，没有搞‘一刀切’的业态复制，而是让商业服务与城市群分工协同同频。”
Zhang Xueshan, president of Inner Mongolia New Finance Research Institute, assessed from a city-cluster perspective: “From Hohhot’s culture-commerce blend to Baotou’s livelihood-commerce model and Ordos’ cross-province radiation, Wanda’s path aligns with the Hohhot-Baotou-Ordos-Yulin city cluster’s positioning without uniform replication, synchronizing commercial services with cluster division of labor.”
深耕布局：为内蒙古区域商业高质量发展注入新动能
Deep Cultivation: Injecting New Energy into High-Quality Regional Commercial Development
万达商业在呼包鄂的布局，既贴合各城市产业特点与消费需求，又通过首店经济、文化融合、业态创新，将商业发展与地方政策、民生福祉、文化传承深度绑定，避免商业同质化问题。2025年前三季度，万达呼包鄂“三城五店”累计接待客流超3100万人次，实现销售额32亿元，带动上下游品牌就业超8000人，成为内蒙古商业提质的重要力量。
Wanda’s layout in Hohhot-Baotou-Ordos aligns with each city’s industrial traits and consumption needs, tying commercial development to local policies, livelihood welfare, and cultural heritage via first stores, cultural fusion, and format innovation to avoid homogenization. In the first three quarters of 2025, the “Three Cities, Five Stores” saw over 31 million visits, RMB 3.2 billion in sales, and 8,000+ jobs across brands, becoming a pillar of Inner Mongolia’s commercial upgrade.
未来，万达将持续深耕内蒙古市场，结合“两个屏障”“两个基地”“一个桥头堡”战略定位，进一步优化业态布局，强化与地方政策、本土文化、民生需求的衔接，为内蒙古区域商业高质量发展注入新动能。
Looking ahead, Wanda will deepen its Inner Mongolia presence, aligning with the “two safeguards, two bases, one bridgehead” strategy to refine formats, integrate local policies, culture, and livelihood needs, and inject sustained momentum into high-quality regional commercial development.
