Analysis Of Five New Trends Of Shopping Center Marketing In China

< p > China's already opened a href= "http://www.91se91.com/news/index_s.asp" > shopping center < /a > has 3100, will reach 4000 in 2015.

By 2025, there will be more than 7000 open shops, and there will be more than 10000 shopping centers.

Although e-commerce is now being talked about, the form of shopping mall still has great potential for development, especially in China's two or three tier cities.

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< p > but today, shopping centers face many challenges, including: < /p >

< p > first, the desire for shopping itself is no longer a sufficient reason for consumers to go to shopping centers.

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< p > past shopping center is a channel thinking. As long as we make the counter paved, invite merchants to stay and provide some services to the merchants, this is the traditional commercial real estate and service mode. However, it is no longer possible to do so today. The consumers come to the shopping center not only for shopping but also for more reasons, which requires the shopping center to reconsider the positioning and marketing problems of the shopping center from the perspective of consumers.

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< p > Second, the Internet is affecting new young consumers.

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< p > related surveys show that the proportion of offline shopping brings a sense of lightness, but the experience of Internet shopping is improving. For some Internet users, they prefer to shop online. The impact of e-commerce has made many shopping centers become "ghost shopping centers", and even become offline "commodity exhibition halls". Shopping centers need to think about how to provide richer content and experience to retain them.

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< p > Third, the mobile Internet is affecting the behavior of shopping crowd.

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< p > today, all shopping centers expect to use mobile Internet to connect brands, stores and consumers, and realize online and offline interchanges. However, how shopping centers bring consumers' shopping experience at any time and anywhere, and online and offline shopping to achieve smooth connection is a new proposition.

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< p >, what are the new trends of shopping center's marketing for consumers today? < /p >

< p > strong > trend 1: from members to fans, from fans to fans.

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< p > every shopping center has membership card. The membership card is only a paction relationship between consumers and shopping centers. How to give the membership card more content and become a member of the fans? This is what all shopping centers need to think about.

How to gather fans from fans to fans, such as the stores of every shopping center, how to link up with these trend brands, integrate marketing resources, conduct thematic marketing, and turn these fans into fans of shopping centers? < /p >

< p > > for example, < a href= "http://www.91se91.com/news/index_p.asp" > Hongkong < /a > Harbour City held the 100th anniversary exhibition of Dora A dream in 2012. The world's first exhibition of 100 different duo A dreams, holding 100 different magic weapons, neatly arranged in Harbour City Maritime Building square, participants can also experience "Doraemon" depicted in the dream world, can travel across the country, can take the time machine shuttle past future adventure......

Doraemon's fans have been brought together successfully, causing consumers to share in social media.

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< p > early 2013, Beijing APM launched a "fan to member conversion" campaign on micro-blog: as long as it is a fan of official micro-blog of Beijing APM shopping center, and it will give free membership to Beijing APM shopping center membership card with personal real name, identity card number, contact information and correspondence address, @ Beijing APM, and get 500 yuan points in the card. The activities have been widely responded by fans, and the number of members has increased rapidly. This has not only reduced the complexity of traditional manual registration, but also increased the efficiency of work, and has also expanded the impact of enterprises on young consumers.

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< p > < strong > trend 2: integration of culture and entertainment experience.

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< p > in the same city, shopping mall < a href= "http://www.91se91.com/news/index_s.asp" > competition "/a" is fierce. In the past, shopping centers which were defined solely by geographical regions were hard to attract enough consumers. What to attract consumers today must consider cultural themes. Shopping centres need to build new culture, fashion, fashion, entertainment atmosphere and landmark.

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< p > for example, the Yau Tang shopping center in Beijing put forward the creation of a social platform in 2013, turning shopping malls into theaters, enhancing the experience of consumers through many plays. In 2014, Yau Tang shopping center put forward a subversive innovative marketing concept, which is not related to shopping and hormones. During the 3.8 women's day, the Yau Tang shopping center invited 100 men's models to be present. During the activities, some of them were assigned to the brand merchants to make shopping guides, some provided guidance for consumers on various routes, and others provided handbags, pictures and other services for consumers to enhance interaction and experience with consumers.

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< p > Shanghai K11 is positioned as "art, humanity and nature", the largest interactive art paradise, the most shopping experience on stage, and the most diverse multicultural community hub. The 365 day uninterrupted interaction opens K11's creative journey.

K11 combines different types of elements such as carousel, organic farms, piglets, art films, interactive sculptures, so that consumers can perceive the smell of urban farms, and the artistic space of various activities such as exhibitions of art and paintings, making shopping centers a gathering place for cultural and artistic trends.

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< p > strong > trend 3: links with mobile Internet.

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This year, mobile payment has matured, enabling real-time consumption and trading to accelerate. New technologies and platforms such as two-dimensional code and WeChat are changing the relationship between brands and consumers. Shopping centers need to build passageways for consumers of mobile Internet, link them with them, lay vertical WIFI to enhance user experience, and shop navigation and promotion information navigation in the shopping center are all new service models. P

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< p > Mobile Internet can better integrate with local life services. For example, nearly 200 thousand of WeChat members and 120 thousand entity members of Chaoyang Joy City will own entity membership cards and WeChat membership cards. WeChat membership card can enjoy not only the same privileges as entity membership cards, but also scan the member bar codes for consumption points, and achieve integral reminder, integral inquiry, shopping center information browsing and interactive activities.

This opening will not only provide convenience and privilege for 300 thousand members, but also contain more possibilities of O2O, which represents the trend of win-win cooperation between real business and social media.

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< p > with the help of mobile Internet, LocationBasedService can also be pformed into Location BasedShopping.

The US LBS platform Shopkick.com, users can earn "kickbucks" through check-in, and then users can enter the retail stores with Shopkick cooperation, such as Best Buy, Macy s, American Eagle and other comprehensive stores. At this time, the system will push all kinds of coupons, discount codes, vouchers and so on according to the location and accumulated points of users. If you are interested in buying, you only need to scan the coupons in the mobile phone to complete the paction.

< p > strong > trend 4: social media marketing that leads lifestyle.

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How should the social media shopping center such as micro-blog P and WeChat be used? Not the accumulation of promotional activities, but the need to think about how to export the content that leads the consumer's lifestyle. For the creation and development of social media content, the dissemination of promotional information can be pformed into the interaction of feelings, memories and expectations, and the conversion from fans to single linear relationships into a strong network relationship.

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< p > > for example, Chaoyang Yuecheng micro-blog fans "Jiu Qu three phase", in order to commemorate the anniversary of their wife's marriage, sent a private letter to the Chaoyang Joy City, hoping to express their wives with the large LED of Joy City, while Chaoyang Joy City has a strong standard for the use of LED in the shopping mall. But for the request of fans, it completed the related process of the company in a very short time, and made illustrations for the "nine tune three phases", and shared tens of thousands of customers together with the tens of thousands of customers to share the romantic marriage of "nine phases and three phases", which in itself has become the content that netizens are willing to pmit and share 6th anniversary times.

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< p > shopping center in Europe and America uses micro-blog's "thousand mile eye" activity to set several key words in advance. As long as micro-blog mentioned these keywords, European and American remittance will send private letters to each other to collect gifts from shops.

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< p > < strong > trend 5: O2O in the era of big data.

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< p > big data is the data of consumers. The traditional retail industry itself is the platform of big data, but today we need to think about how to turn big data into marketing productivity.

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< p > for example, Messi department store uses advanced consumption habits to track customers' individual purchase behavior, and has launched more than ten million copies of products manuals in one year, and every consumer will receive the most suitable one.

In the future, for shopping centers, we need to think about how we can perceive more consumers' movements and emotions, so as to better communicate with consumers in emotional communication and relationship marketing.

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Below P, some big data integration application directions are worthy of shopping center to think, excavate and integrate: < /p >

< p > analysis of the location function of shopping center Wi-Fi and the data of consumers' walking path; < /p >

< p > customized coupon list service based on shopping records; < /p >

< p > APP application, WeChat public number and membership system get through; < /p >

< p > integration of thematic activities and micro-blog behavior data; < /p >

< p > online store and offline store ID open up identification and operation.

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In the future, shopping mall must be a way of life. It is a form of consumption of people. It is a form of consumption, bearing the economic, social, cultural, spiritual, consumers to shopping centers. The ultimate goal is to experience, culture, fashion and entertainment. Therefore, shopping centers have to return to the source of retail industry. They are committed to building the best "a href=" http://www.91se91.com "consumer" /a "experience, constantly creating new and interesting shopping malls themes and hot spots. At the same time, they should be able to establish relationships with customers through new information technology, and use personalized internet marketing and big data to achieve personalized marketing, and rebuild the relationship with consumers and the joy of" shopping ".

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