Local governments in areas hit by recent downpours in China are intensifying efforts to rescue residents trapped by floods, as torrential rains persist across some regions in the country.
On Saturday, heavy rainfall in Neijiang City, southwest China's Sichuan Province, led to urban waterlogging and landslides in some areas. The local firefighters swiftly responded to rescue operations. Firefighters transferred residents trapped in low-lying areas to safe place promptly, especially the elderly with mobility difficulties.
Rubber boats were also used to rescue and transport stranded passengers from cars as floodwaters inundated the streets. Water suction pumps were deployed to drain water from waterlogged residential areas, ensuring the safety and convenience of affected residents.
In addition, a landslide caused by the heavy rainfall sent a large amount of soil and gravel downhill, blocking the exit routes of a residential building at the foot of the hill and trapping residents inside. local firefighters quickly entered the building to conduct emergency search and rescue operations, successfully evacuating five stranded individuals.
As rainfall persisted in Neijiang, a level-III emergency response for flood control was implemented on Sunday morning.
In addition to Neijiang, some parts of Xinyang City in central China's Henan Province were hit by recent torrential rains, with rainfall peaking at 58.1 mm per hour. On Saturday afternoon, Zhaopeng Village in Shangcheng County experienced rising floodwaters, trapping elderly people and children in their homes. Local rescuers swiftly responded, using rubber boats to transfer the trapped villagers or carry them on back to safety.
As of Sunday morning, heavy rainfall continued in Xinyang, prompting the local meteorological station to issue an orange alert for rainstorms.
China has a four-tier flood-control emergency response system, with Level I being the most urgent response, and a four-tier, color-coded weather warning system, with red representing the most severe warning, followed by orange, yellow, and blue.
Rescue work underway as torrential rains batter parts of China
Pop-up stores, temporary retail spaces that are open in hustle and bustle business districts for a limited period, typically a few days to weeks, have emerged as a popular sales strategy among retailers targeting young consumers and became a significant driver of increased consumption.
Compared with traditional brick-and-mortar stores or online sales channels, the pop-up store model can efficiently reach a wide range of potential buyers in multiple cities and scenarios at a lower cost.
For instance, at Gate M West Bund Dream Center in east China's Shanghai, a pop-up store, featuring a six-meter-tall Disney's Stitch figure plus exclusive limited-edition merchandise, made this cute fictional character a top hit this May along the Huangpu River. Despite the event lasting only over 40 days, it attracted thousands of people every day to take photos.
According to staff there, many of the blind boxes and dolls for sale are limited editions and were already sold out upon release.
"I feel that exclusive sales can really arouse people's desire to consume. If you miss it, it will be gone. And it is very cute and pretty. It can be posted on moments," said a consumer.
Limited-time offers, exclusive products, or special events associated with pop-up shops creates a sense of scarcity, generate buzz and create a fear of missing out among customers.
Pop-up shops also allow brands to create immersive experiences that go beyond traditional retail environments. By carefully curating the ambiance, decorations, and interactive elements, brands can captivate customers, add excitement and novelty to their shopping journey, and leave a lasting impression.
Since April, China's first-ever LEGO-themed garden has been unveiled at the Bund Finance Center in Shanghai for a limited period, converting the shopping mall into a temporary giant garden featuring thousands of stunning floral creations made from colorful LEGO bricks. By encouraging consumer participation through photo-taking, check-ins, and interactive experiences, the pop-up has successfully pushed the sales of new products to record highs.
"By introducing our new products in this way, our overall sales have been greatly boosted. Consumers' comments can also be fed back to our brand, providing more inspiration for our future product planning and event planning," said Liu Mingsheng, brand manager at LEGO China.
Through the model, brands can enhance their visibility, explore new markets, and trial new product launches. Simultaneously, shopping malls and commercial districts can effectively generate foot traffic in a short period.
"During the period of pop-up activities, the foot traffic is basically doubled compared to regular days. These activities also prolong customers' dwell time within the mall, encouraging spending on dining, leisure browsing, and other purchases, thereby enhancing overall consumption conversion rates," said Wu Yiping, director of Marketing Department at Shanghai Bund Financial Center.
Pop-up stores fuel consumption in China
