咖啡在河畔，激活周末消费新活力｜兴义城区主题市集观察Coffee by the River, Activating New Consumption Vitality on Weekends - Observation of Xingyi City Theme Market

咖啡可以和什么搭？7月24日至26日举行的兴义万湖汇·河畔咖啡节，给出了一份充满在地烟火与青年创意的答案。

河畔风过，咖香漫溢。本次活动集结40余个黔西南州内外商家，涵盖精品咖啡、手作文创、花艺烘焙、潮流服饰等多元业态，同步推出漫游集章、大众点评、线上打卡等丰富互动体验。

以咖啡为纽带，城市商圈的繁华活力与休闲生活场景串联，吸引众多市民游客沿河漫步、驻足体验，营造兼具年轻力与审美感的市集消费氛围，也为开放式街区激活消费潜力、培育本土创业生态探索了新路径。

以咖啡为引，激活街区流量新循环

对万湖汇这片开放式街区而言，咖啡恰似一个流量入口，将消费者有序导入街区商业脉络。

“这是我一次性逛到最多兴义本土咖啡品牌的集市。”咖啡爱好者小拼的感慨，道出了本次活动的集聚效应。活动期间，咖啡及关联品牌沿万湖汇河畔有序布局，消费者循着咖啡香逛文创、尝美食，一条自然流畅的消费动线贯穿整条街区。这既丰富了周末休闲供给，也为商户带来了实实在在的客流增量。

记者在现场看到，参展商户普遍在摊位显著位置标注线下门店地址与品牌互动渠道，推动市集流量实体门店转化。“back to 0859”咖啡店负责人坦言，比起市集现场的销售额，更看重活动带来的品牌曝光与引流价值。

市民游客在市集购买咖啡（图/蘸水咖啡）

今年夏日开业的蘸水咖啡，是首次参与大型市集活动。品牌主打本土化创意，将本地饮食灵感融入咖啡特调，新奇的风味碰撞吸引不少消费者专程打卡，门店地址。对这支年轻创业团队而言，市集提供一次面对面的市场调研，真实的反馈为打磨产品、拓展客群提供了鲜活依据。

不少商户反馈，活动期间到店量和咨询量较平日有明显提升，市集释放引流效应，希望常态化开展集市活动，搭建触达新客群的通道。

咖啡不“独饮”，跨界融合升级消费体验

走在市集里，“咖啡+”的跨界融合处处可见。本次参展品牌普遍将场景营造、审美表达、互动体验作为核心竞争力。摊位设计的颜值、体验项目的丰富度，已成为吸引消费者驻足的关键因素，也折射出本地消费向体验化、品质化升级的趋势。

山藏品牌打造的东方美学摊位，是全场最具辨识度的打卡点之一。为了搭出闹中取静的沉浸式空间，两位负责人提前一周泡在染坊里，亲手染就百米布料。从摊位垂幔到桌面铺垫，深浅错落的靛蓝色自成一景；蓝染配饰、宋锦纹样周边、精致掐丝珐琅手作依次陈列，一旁的线香体验区更成了逛展人的“歇脚驿站”。

“我们希望不仅满足消费者来拍照打卡的需求，更能让大家停下脚步，感受传统手作的文化温度。”山藏品牌负责人代代表示，3天活动实现3000余元现场销售额，更收获研学体验的意向咨询，为长线体验业务打开了新的获客渠道。

消费者在集市打卡（图/钱星星）

刚毕业回兴义工作的小杨举着相机拍个不停：“刷到小红书就约朋友来了，这片造景也太出片了，随手拍都有氛围感，节奏舒缓，像赴一场生活派对。”

嵩禾艺术中心将小型艺术沙龙搬进烟火市集，展出青年艺术家近期创作，配套推出艺术文创与主题特调饮品，让艺术走出展馆、融入日常消费场景；乐法烘焙则紧扣“咖啡+烘焙”的经典消费组合，专门推出市集专属套餐，成为不少消费者逛展的“标准配置”。

市民游客看展的同时购买饮品（图/钱星星）

“第一天来喝咖啡打卡，第二天来做线香体验，第三天看艺术展、花卉、香氛，每天都能挖到新的惊喜。”连续三天打卡的廖女士细数自己的行程，只要产品口味、设计有特色，自己都会主动关注线下门店或线上店铺。在她看来，市集不止于即时消费，更搭建了一个发现本土品牌的平台。

不止于流量：青年创业生态的双向生长

三天活动下来，参展商家普遍取得了超出预期的经营业绩。但比数字更动人的，是市集里悄然生长的联结。

守摊间隙，不同业态的创业者互相串门交流，从产品打磨、门店运营到本土市场趋势，分享经验、碰撞创意。原本各自独立的创业主体，通过市集互相搭台、客源共享、品牌联动，在展示产品的同时，也把品牌理念、审美态度，面对面传递给每一位驻足的消费者。

市民游客在市集打卡（图/钱星星）

作为兴义核心商圈的全天候开放式商业街区，主题市集早已是万湖汇吸引客流、激活消费的重要抓手。从早期以小吃、百货为主的传统夜市，到如今嵌入审美趣味与文化属性、主打文化休闲体验的新型主题市集，业态持续迭代，口碑不断积累。在缺少大型IP活动的日常周末，这类主题市集成为青年群体社交、体验、消费的重要空间，也孕育出独具特色的街区潮流文化生态，吸引了更多品牌入驻。

“此次我们采取‘市场+公益’的方式举办咖啡主题市集，希望推动咖啡文化走进日常，让市集成为一个持续的孵化平台及感知城市生活的载体。”活动主办方相关负责人介绍，接下来还将持续打造更多主题市集，不断丰富服务举措，为创业青年提供更多展示、联动与成长的空间。

当晚风掠过万湖汇的河面，蓝染布轻轻晃动，咖香混着烘焙甜香漫过人群，一点点晕染出城市更鲜活的青春底色。烟火不息，动能不止，兴义的消费升级与青年创业故事，仍在持续书写。

天眼新闻记者 钱星星

编辑 宋洁

二审 张恒

三审 许邵庭

What can coffee be paired with? The Xingyi Wanhu Hui Riverside Coffee Festival held from July 24th to 26th provided an answer filled with local fireworks and youth creativity.

The wind blows by the river, and the fragrance of coffee overflows. This event gathers more than 40 merchants from both inside and outside Qiannan Prefecture, covering a variety of formats such as boutique coffee, handmade crafts, floral art baking, and trendy clothing. At the same time, rich interactive experiences such as roaming collections, popular reviews, and online check-in will be launched.

With coffee as the link, the bustling vitality of the urban business district is connected with the leisure life scene, attracting many citizens and tourists to walk and stop along the river, creating a market consumption atmosphere with both youth and aesthetic sense, and exploring a new path for the open street to activate consumption potential and cultivate local entrepreneurial ecology.

Using coffee as a guide to activate a new circulation of traffic in the neighborhood

For the open block of Wanhu Hui, coffee is like a flow entrance, guiding consumers into the commercial network of the block in an orderly manner.

This is the market where I have visited the most local coffee brands in Xingyi in one go, "said the coffee enthusiast Xiaopin, expressing the gathering effect of this event. During the event, coffee and related brands were arranged in an orderly manner along the banks of Wanhu River. Consumers followed the scent of coffee to explore cultural and creative industries, taste delicious food, and a natural and smooth consumption flow ran through the entire block. This not only enriches the weekend leisure supply, but also brings tangible customer flow growth to merchants.

The reporter saw on site that participating merchants generally marked their offline store addresses and brand interaction channels in prominent positions on their booths, promoting the conversion of market traffic to physical stores. The head of the "back to 0859" coffee shop admitted that they value the brand exposure and traffic value brought by the event more than the sales at the market site.

Citizens and tourists purchase coffee at the market (picture/dipping coffee)

The dipping coffee that opened this summer is participating in a large-scale market event for the first time. The brand focuses on localized creativity, incorporating local food inspirations into coffee specialties. The novel flavor collision attracts many consumers to specifically check in and store addresses. For this young entrepreneurial team, the market provides a face-to-face market research, and authentic feedback provides a fresh basis for polishing products and expanding customer base.

Many merchants have provided feedback that the number of visits and inquiries during the event period has significantly increased compared to normal days, and the market has released a drainage effect. They hope to carry out market activities on a regular basis and build channels to reach new customer groups.

Coffee is not exclusively consumed, cross-border integration upgrades consumer experience

Walking in the market, the cross-border integration of "coffee+" can be seen everywhere. The participating brands generally regard scene creation, aesthetic expression, and interactive experience as their core competitiveness. The aesthetic value of booth design and the richness of experiential projects have become key factors in attracting consumers to stop and reflect the trend of local consumption upgrading towards experiential and quality-oriented.

The Oriental aesthetic booth created by the Shanzang brand is one of the most recognizable check-in points in the venue. In order to create an immersive space amidst the hustle and bustle, the two leaders soaked in the dyeing workshop a week in advance and personally dyed 100 meters of fabric. From the hanging curtains of the booth to the tabletop, the varying shades of indigo create a unique scenery; Blue dyed accessories, Song brocade patterns, and exquisite cloisonn é enamel handicrafts are displayed in sequence, and the nearby incense experience area has become a resting place for visitors.

We hope to not only meet the needs of consumers to take photos and check in, but also make everyone stop and feel the cultural warmth of traditional handmade crafts, "said Dai Dai, the head of the Shanzang brand. The 3-day event achieved more than 3000 yuan in on-site sales and also received inquiries about learning experiences, opening up new customer acquisition channels for long-term experiential business.

Consumers clock in at the market (picture/Money Star)

Xiao Yang, who has just graduated and returned to work in Xingyi, held up his camera and kept taking pictures. "As soon as I came across Xiaohongshu, I made plans with friends. The scenery in this film is so stunning that even casual shots create a sense of atmosphere. The pace is soothing, like going to a life party

Songhe Art Center will bring a small art salon into the fireworks market, showcasing recent creations of young artists, and launching art, cultural and creative works as well as themed special drinks to bring art out of the exhibition hall and into daily consumption scenes; Le Fa Baking closely follows the classic consumer combination of "coffee+baking" and has specially launched exclusive market packages, becoming a "standard configuration" for many consumers visiting exhibitions.

Citizens and tourists purchase drinks while watching exhibitions (picture/Qian Xingxing)

Ms. Liao, who checked in for three consecutive days, counted her itinerary and actively paid attention to offline or online stores whenever her products had unique flavors and designs. She said, "On the first day, I had coffee to check in, on the second day, I had a thread fragrance experience, and on the third day, I saw art exhibitions, flowers, and fragrances. Every day, I was able to discover new surprises. In her opinion, the market is not just about instant consumption, but also a platform for discovering local brands.

More than just traffic: the bidirectional growth of the youth entrepreneurship ecosystem

During the three-day event, exhibitors generally achieved business performance that exceeded expectations. But what is more moving than numbers is the connections quietly growing in the market.

During the gap between stalls, entrepreneurs from different business formats visit each other to exchange ideas, from product polishing and store operation to local market trends, sharing experiences and colliding ideas. Originally independent entrepreneurial entities, they set up platforms, shared customer sources, and linked brands through the market. While showcasing their products, they also conveyed their brand concepts and aesthetic attitudes face-to-face to every consumer who stopped by.

Citizens and tourists check in at the market (picture/Qian Xingxing)

As a 24/7 open commercial district in the core business district of Xingyi, theme markets have long been an important tool for attracting foot traffic and activating consumption in Wanhu Hui. From traditional night markets dominated by snacks and department stores in the early days, to new themed markets that embed aesthetic taste and cultural attributes, and focus on cultural leisure experiences, the business format continues to iterate and the reputation continues to accumulate. On weekends when there is a lack of large-scale IP events, these themed cities have become important spaces for young people to socialize, experience, and consume, and have also nurtured a unique street trend cultural ecology, attracting more brands to settle in.

We will adopt a 'market+public welfare' approach to hold a coffee themed market this time, hoping to promote coffee culture into daily life and integrate the city into a continuous incubation platform and a carrier for perceiving urban life. "The relevant person in charge of the event organizer introduced that we will continue to create more themed markets, enrich service measures, and provide more space for entrepreneurial youth to showcase, link, and grow.

When the evening breeze brushes over the river surface of Wanhu Hui, the blue dyed cloth gently sways, and the aroma of coffee mixed with the sweet aroma of baking permeates the crowd, gradually blending out a more vibrant youthful color of the city. The fireworks never cease, the momentum never stops, and the story of Xingyi's consumption upgrade and youth entrepreneurship continues to be written.

Tianyan News reporter Qian Xingxing

Editor Song Jie

Second instance Zhang Heng

Third instance Xu Shaoting