Cushman & Wakefield Report Highlights Rising Trend of Non-Standard Commercial Spaces in Chengdu-Chongqing

Chongqing - As Generation Z becomes a major consumer force, their demand for personalized experiences is reshaping business trends. In the Chengdu-Chongqing region, non-standard commerce—focused on individuality and unique business models—is gaining popularity.

At a recent non-standard business salon focused on the Chengdu-Chongqing economic circle, Cushman & Wakefield released a report on the growth of non-standard businesses in this area. 

At a recent non-standard business salon focused on the Chengdu-Chongqing economic circle, Cushman & Wakefield released a report on the growth of non-standard businesses in this area. (Photo/Cushman & Wakefield)

Gavin Tjong, Managing Director of Cushman & Wakefield West China, highlighted how concepts like urban renewal and asset revitalization are evolving. 

"Urban renewal now goes beyond cosmetic renovations and functional upgrades," said Zhang. "It has transformed into an expression of urban culture, lifestyle, and individual character, creating emotional connections with consumers."

The influence of millennials and Generation Z has shifted cultural and brand expectations. For instance, repurposing old factories and buildings into brand spaces enhances brand image while revitalizing urban areas and creating dynamic landmarks that reflect sustainability and innovation. This trend resonates with younger consumers who prioritize authenticity and unique experiences.

Ellie Tang, Senior Associate Director of Retail Services at Cushman & Wakefield West China, added, "A new wave of non-standard brands is emerging in Chengdu and Chongqing." 

Successful urban renewal projects such as Chengdu's Eastern Suburb Memory and Yulin Street, Chongqing's Testbed 2, and Daijia Lane have integrated distinctive brands that resonate with local culture. These projects revitalize underutilized assets by infusing them with fresh, down-to-earth appeal, fostering a strong sense of urban identity.

In June, the Ministry of Finance announced support for urban renewal projects, including Chengdu and Chongqing, as part of a select group of 15 cities. Each city in the western region will receive subsidies of up to 1.2 billion yuan (USD 168.5 million) 80to renovate old districts, upgrade historic areas, and improve public spaces and living environments. 

Experts predict that with ongoing governmental support for urban renewal, more neighborhoods, streets, and historic sites in Chengdu and Chongqing will become vibrant hubs for non-standard businesses, strengthening the cities' appeal and enhancing their unique cultural footprint.