Recently, consumer markets, especially shopping mall and department stores decorated with plentiful cultural elements are expanding rapidly in Chengdu. They have the common trend of molding a consumer perception and value orientation focused on symbol consumption. Taking “Sino-ocean Taikoo Li Chengdu” as an example, this paper, based on postmodern theory, analyzes the fundamental demands and real connotation behind the operation of trade centers from the perspectives of consumerism and power of discourse. Hence discourse hegemony beyond the cultural packaging is revealed.