From the 'Robot Craze' on Spring Festival Gala to the Offline 'Consumption Surge': How ShouCheng Holdings (00697.HK) Turns Tech Traffic into Gold

During the recent Year of the Horse Spring Festival, the smart consumption market was full of innovation. In the industrial heritage spaces of Beijing's Shougang Park, the trendy landmarks of Wangfujing business district, and the bustling terminals of Capital Airport, a robot experience store named 'Taozhu XinzaJu' became a new attraction for many families, young people, and travelers, with a significant surge in customer traffic during the Spring Festival.

This scene of heavy foot traffic and hot product sales is not only a microcosm of festival consumption vitality but also reflects the strategic moves of its driving force - ShouCheng Holdings (00697.HK), making a well-thought-out ecological move in the cutting-edge robotics sector. This company, known for its expertise in parking asset management and industrial investment, is attempting to build an easily irreplicable moat through a 'triple play' of experiential scenarios, channel cultivation, and industry empowerment on the eve of the robotics industry boom.

I. From 'Screen Spectacle' to 'Within Reach': How Spring Festival Gala Technology Activates Offline Experience Scenarios

In the 2026 CCTV Spring Festival Gala, humanoid robot ensemble performances became the most recognizable tech symbol. Unitree Technology, in the 'WuBOT' program, used a formation of 16 robots to precisely replicate martial arts moves such as backflips and horse stances, fusing traditional Chinese culture with cutting-edge control technology. The millisecond-level synchronization of the cluster and the dexterous hand prop switches left the audience in awe of the ultimate expression of 'technological national trend.' Songyan Power, in the sketch 'Grandma's Favorite,' relied on the biomimetic interaction of Xiaomi and Naughty Kid N2 with human-like expressions, breathing movements, and natural dialogue to break down the emotional barrier between machines and humans, allowing countless families to see the warm possibilities of robotic companionship. Galaxy General paired with Shen Teng and Ma Li to perform 'My Most Unforgettable New Year's Eve,' where their robot 'Little Gai' autonomously completed complex tasks like walnut spinning, folding clothes, and stringing sausages in real-time using a large-scale embodied model, giving the audience an intuitive sense of the leap from 'intelligence' concept to reality.

This national-level technology exposure quickly transformed into a wave of visits to offline venues. At the Taotou Xinza Ju Shougang Park store, many parents brought their children specifically to find the same robots featured in the Spring Festival Gala; staff reported that inquiries about Unitree Technology products surged by over 30% after the gala aired. At the APM store, young consumers gathered around the Songyan Power display area, attempting to recreate anthropomorphic interactions from the comedy skit. Meanwhile, foreign travelers at the airport store frequently asked questions about the autonomous decision-making capabilities of Galaxy General's robots. Consumers, impressed by what they saw on TV, walked into stores to personally touch and interact with these 'technological wonders,' converting their screen experiences into tangible purchasing decisions.

Under traditional models, robotic products that are functionally complex and expensive often get trapped in the cold parameter lists of online pages or the monotonous displays of offline electronics markets. The lengthy consumer decision-making process and lack of experiential engagement have become key barriers preventing these products from entering ordinary households. Taotou Xinza Ju, under Shoucheng Holdings, has broken through conventional thinking by completely reimagining the interaction 'space' between humans and robots. Whether it’s the ‘front store, back factory’ model at the Shougang Park store, blending industrial aesthetics with repair workshops, the youthful tech-forward space at the APM store focused on cutting-edge product launches, or the convenient layout of the airport store catering to travelers’ immediate needs, the essence lies in transforming robots from mere 'products' into tangible, interactive, and perceptible 'tech companions.'

This deep integration of scenario-based operations directly addresses the core sales challenges of high-value, highly experiential goods. According to publicly available information, during the Spring Festival period, sales figures across its three stores surged simultaneously, with average order values maintained at a high range of $160-$220. Some premium products reached order values of $400-$500, with multiple items becoming bestsellers and even experiencing temporary stockouts. This achievement fulfilled the business objective of 'driving traffic through experience and converting it into purchases.'

The success of this model is built upon Shoucheng’s profound understanding of the nature of offline traffic. Choosing prime commercial districts, transportation hubs, and cultural landmarks means actively embedding into the essential life trajectories of high-value customer groups. This aligns with their operational experience in smart parking, where they’ve accumulated expertise in managing urban spaces and passenger flow data. While other players were still debating technical routes for robotics, Shoucheng had already answered a critical market question: Where and how should robots meet the broadest possible user base? This ability to connect 'people' and 'goods' through strategic 'spaces' forms the first layer of differentiation in its channel strategy.

Two: Beyond Investment – How Stores Become 'Super Interfaces' for Industry Synergy

If Shoucheng Holdings’ efforts were limited to merely establishing a few successful experiential stores, their initiative could be regarded as an impressive retail innovation. However, their greater ambition lies hidden behind the brand name 'Taotou Xinza Ju,' which reflects an ecosystem mindset within the industry.

Shoucheng Holdings’ co-president Ye Qian has repeatedly emphasized the principle of 'no empowerment, no investment.' Here, the network of offline stores plays a role far more significant than just sales—it acts as both a 'frontline sensor' and a 'value amplifier' for their investments in the robotics sector.

First, the stores serve as a 'real-time testing ground' for products and the market. An agile product selection mechanism—introducing new products weekly and adjusting poorly performing ones monthly—allows for rapid feedback loops from real users and interaction data. During the Spring Festival Gala, consumer curiosity about Unitree Technology’s dexterous hands, inquiries about Songyan Power’s biomimetic expressions, and awe over Galaxy General’s autonomous decision-making abilities were all captured in real time by the stores and translated into firsthand insights for product iteration. This closed-loop feedback system significantly reduces the market risk of invested companies developing products in isolation. $SHOUCHENG (00697.HK)$

Secondly, the stores act as the 'cornerstone' for building service ecosystems and enhancing customer lifetime value. The introduction of robot maintenance services at the Shougang Park store may seem to add operational complexity but actually fills an industry gap in after-sales services for consumer-grade robots, strengthening user trust and loyalty. This extends one-time product sales into lifelong customer relationship management.

Additionally, the planned nationwide network of 'Robot Technology Salons' aims to integrate educational outreach, industry-finance alignment, and other functions, signaling an effort to upgrade touchpoints into platforms that aggregate industry resources and unlock synergistic value. During the Spring Festival Gala period, the three stores collectively hosted over 30 robotics educational events, attracting thousands of families to participate, turning a fleeting tech experience into a lasting connection.

This shows that the inaugural chess game of Shoucheng is an 'ecological chess game' that deeply integrates financial investment, strategic synergy, and physical operations. The companies invested in at various points in the industrial chain, such as Unitree Technology, Songyan Power, and Galaxy General, not only gain financial support but also access to a ready-made, high-quality channel for validation and brand exposure, as well as an increasingly sophisticated service aftermarket. This 'investment-enablement-operation-feedback' cycle transforms Shoucheng’s role from a mere financial investor into an organizer and co-creator of industrial value.

III. Conclusion

The future landscape of the robotics industry is vast yet ambiguous, with technological pathways, product forms, and application scenarios still rapidly evolving. In this highly uncertain early stage, Shoucheng Holdings has chosen a path that may seem 'heavy' but is fundamentally solid: diving deep offline, cultivating scenarios, and building ecosystems.

The excitement around Taozhu's new setup during the Spring Festival is just the beginning of a signal. It validates that there is genuine and strong demand for experiencing and consuming robotic products when placed in the right context. More importantly, it demonstrates Shoucheng's initial ability to transform abstract technological trends into tangible commercial value through the dual drivers of 'scenario operation' and 'industrial capital.'

As more players enter the field, competition will not merely be about who has the flashier products but rather about who can build a more complete and efficient value realization network. What Shoucheng Holdings is attempting to create is precisely such an end-to-end ecosystem spanning user engagement, market validation, and industry empowerment. Though this path requires patience and continuous investment, those participants who are the first to build the 'infrastructure' may have the opportunity to define the next era of consumerism as robots gradually integrate into everyday life.

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