Huaihai Road M. has been decorated with red posters for the Huaihai Road Carnival to run through December to boost consumer confidence in brick-and-mortar stores.
Customers can win shopping bonuses by strolling around downtown Huaihai Road M. from next week as part of a series of events to celebrate the 120th anniversary of the popular commercial street.
Huangpu District launched the Huaihai Road Carnival on Thursday which will run through December to boost consumer confidence in brick-and-mortar stores.
Apart from the Huaihai Road-Xintiandi region, other popular downtown commercial hubs such as Nanjing Road, the Bund, Yuyuan Garden and Dapuqiao will also participate in the celebrations. Over 100 promotions in shopping, dining and entertaining will be held at these landmarks to the end of the year.
The campaign aims to showcase the history, the city's east-meets-west culture, abundant commercial resources as well as the "elegant and fashion" features of Huaihai Road M., said Zhong Jiasu, head of the Huaihai Road Economic Development Promotion Council.
"The series of events also aim to lift the international influence of Huaihai Road as well as boost the city's shopping brand," Zhong said.
A woman checks her phone against the backdrop of the red posters on Huaihai Road M.
The over 2-kilometer-long Huaihai Road M. was known as Xijiang Road when it was built in 1900. It gained its current name in 1949 to commemorate the Huaihai Campaign, one of the three decisive campaigns in the War of Liberation (1945-1949).
During its 120 years of development, the road has witnessed the blending of east and west cultures as well as the development of the Communist Party of China, said Zhong.
The city's first computer shop, beauty salon, fast food restaurant and first fashion show opened on the road. The street is still synonymous with elegance, extravagance and fashion, Zhong said.
The prelude of the carnival will start on Friday through May 31 to bring consumers back to brick-and-mortar stores and regain the fun of offline shopping, he said.
As a key event, said to be the first of its kind in the country, the Strolling Huaihai Road event allows customers to exchange the number of steps around the road with discounts or awards from various shopping malls.
The event will be launched on Monday and customers can take part in by scanning QR codes posted along the road.
A customer shops in a cafe on Huaihai Road M. on Thursday.
In another event, global designers are invited to design a logo for the road's 120th celebrations. The logo should highlight the "elegance and fashion" features of the road. The winner will be awarded 5,000 yuan (US$709).
Participants should send their designs to firstname.lastname@example.org by June 10.
To serve the increasing number of shoppers expected during the city's Double Five Shopping Festival during the Labor Day holiday from Friday, six shopping malls and office buildings along the road will offer 1,000 parking lots for customers.
Flower festivals themed on "love" will be held at the Printemps Department Store and Hong Kong Plaza to celebrate Mother's Day and Nurse's Day in May. A large wall of flowers will be created on the road to collect wishes from customers.
To further boost the nightlife economy, the K11 Art Mall will host a night reading week, terrace music festival, night visits to museums and overnight shopping events. Sinan Mansions, featuring over 50 historic villas in various styles, will also hold night parties, concerts and music festivals during the campaign.
A red poster outside a fashion store on Huaihai Road M. for a carnival to run to the end of the year.
Editor: Yang Meiping