Shopping Center To Increase Consumption Of Experience Items Into A Trend

The near future Market There is a trend of fees in the exhibition. The number of tickets is less than three hundred fifty yuan, or more than seventy or eighty yuan, which is higher than that of a professional museum or collection. For example, a shopping mall which is holding a three-dimensional book exhibition charges 60 yuan for weekdays tickets for the exhibition, and several exhibitions such as nostalgia toy exhibition and Shanghai art and design exhibition have been held before the shopping mall. The scale is not lost to the three dimensional book exhibition, and the exhibits are carefully selected, but they are free.

It does not mean that shopping malls can not be charged for exhibitions. After all, any exhibition costs money, and some special exhibitions may not cost enough. In addition, tickets, as an economic threshold, can also control the flow of passengers and ensure the comfort of viewing and exhibition. It's only worth considering.

The cooperation between shopping malls and curators is win-win. For shopping malls, exhibitions can enrich the shopping experience of consumers, help to strengthen the characteristics of shopping malls, and form a brand image. For curators, they can also attract tourists through the fame of shopping malls. A more successful case is the Monet exhibition held in K11. The positioning of K11 itself is the art space, which has been emphasized in brand selection and image promotion.

stay Monet Exhibition During the period, the mall provided a large number of derivatives sales services, as well as the art exhibition as well received by visitors. It can be seen that the relationship between shopping malls and exhibitions is not a simple "lease" relationship. Shopping malls should be publicizing with exhibitions and providing additional services with exhibitions. Only in this way can the exhibition become an organic component of the shopping mall.

Unfortunately, a small ticket sold by many shopping malls today has weakened the relationship between shopping malls and exhibitions, and turned the shopping mall into a simple space for exhibition. Some people in the industry have suggested why the idea of shopping malls and curators only stay on rents and tickets, rather than linked consumption. For example, exhibitions can provide ticketing services, but at the same time, consumers are allowed to enter other forms, such as giving a visit to a certain amount of money. Although this form will bring new problems of cost settlement for shopping malls and curators, the positive effect will be more obvious from the linkage of stimulating consumption and forming shopping malls and exhibitions.

E-commerce to China Retail The impact is far greater than that of other countries. An important reason is that most shopping malls in China go through the "vegetable market mode", which is to rent stalls and collect rents. The mall has very little control over what and how to sell the business. Under such circumstances, it is difficult for a shopping mall to give competitive marketing means. Even a price war depends on the face of a business operator. Nowadays, although the market has the desire to transform, the transformation can not only change the types of business operators, but also change the relationship between shopping malls and business operators. From the original mode of collecting rent, it turns into the interest and risk sharing mode of "you have me and I have you".