Cultural Marketing Of Various Department Stores In Tianjin

While shopping, consumers can also enjoy opera performances, concerts, and even hear makeup talks.

All of these appeared in Jincheng City in recent years.

In the third year of the lunar new year, the citizens of the Tianjin Hisense square were attracted by the wonderful aria, and the theatrical performances held in the shared space of the mall attracted many people to stop.

In the fifth year of the new year, the six shops of Tianjin friendship and friendship held a nearly three hours party in the "big hall". There were VIP members and other parts of the mall besides the friendship staff.

Valentine's day on January twelve, at the gate of Geely building in Tianjin Milo department store, more than 80 couples held a warm kissing contest.

In fact, there are quite a lot of shopping theatrical performances this Spring Festival.

Tianjin friendship Xintiandi, Binjiang commercial building, Yi Shi Dan, Milo, far east department store, new world department store all play a joyful and auspicious cultural element, and launch a series of live instrumental performance, on-site interactive performances, customer participation in performances and other activities.

Miss sun, a citizen of Tianjin, said that all kinds of literary and artistic activities held in the shopping mall not only add a festive atmosphere to the festival, but also enable the public to enjoy their consumption at the same time.

For shopping malls, theatrical performances are a kind of investment, not only funds, but also various soft inputs such as planning, venue layout, activity flow planning and so on.

It is understood that many shopping malls in Jincheng have increased investment in cultural marketing in recent years.

"Hisense Plaza has invested more than 2 million yuan a year in cultural activities, and this number is increasing."

Li Hanyu, general manager of Hisense Plaza, thinks that cultural marketing on the one hand is to increase the interaction between shopping malls and customers, and more emotional connections, so as to enhance customer loyalty and reputation.

On the other hand, we also hope to make the customers feel the brand spirit better.

In this regard, Wang Zhe, Minister of Planning Department of Tianjin Binjiang commercial department, also agreed: "shopping malls do not regularly organize various activities, though not as fast as sales commodities can have immediate benefits, but it improves the brand image of the mall, and maintain a fixed customer base."

She said that in 2011, shopping centres will also increase investment in cultural marketing and organize more VIP customer interaction activities.

The biggest feature of cultural marketing is that it can not bring about direct sales growth.

However, the shopping malls seem to be paying no attention to it. Instead, they pay more attention to this investment.

Hua Zhiju, deputy general manager of Friendship Shopping Center, has revealed that this year's friendship stores will combine holidays and holidays to make VIP exclusive guest activities, and the performances and quantities of all performances will be improved.