Shopping Center Opens Up Experiential Marketing Cards.

A few days ago, the listing of Alibaba made people see the tremendous changes brought by e-commerce.

Faced with the impact of e-commerce, traditional retail businesses are not reconciled to this defeat and constantly seek change.

Insiders believe that the relationship between e-commerce and traditional commerce is not competition, but mutual promotion and mutual growth.

The core impact of the electricity supplier is to make traditional business change faster.

Recently, the Xizhimen store in Beijing has heard the news that the end of the year will be closed. It is understood that this will be the third storefront of the halls shopping center in Beijing.

Some analysts believe that although the shops in the halls are closely related to their own reasons, they also reflect the gloomy environment facing the entire traditional department stores from the other side.

Zhou Yuheng, director of the Aegean Sea shopping park in Beijing, told the new China real estate channel that the electricity supplier did have an impact on traditional commerce.

However, this influence is not a unilateral business.

Zhou Yuheng believes that the relationship between electricity providers and traditional businesses is not a competitive relationship, but a mutual promotion and mutual relationship. The core impact of e-commerce is to make traditional business change faster.

"The electricity supplier has changed the traditional business, let us know what is most popular in the market, and can respond faster.

Now the whole commercial real estate is trying to change to cater for a new generation of consumers. "

At present, many large housing enterprises in China have increased the expansion of commercial real estate, and Vanke, greenbelt and Huarun have their own commercial real estate brands.

It is especially noteworthy that Vanke, which has always been developing residential products, has also entered the commercial real estate market in large numbers. The Beijing Wanjin Plaza, which was opened before, has caused widespread concern.

In this regard, developers and the industry are more cautious about the future of the commercial real estate market. Lin Rongjie, executive director of the Greater China region of the high latitude global research department, said: "under the dual impact of the downward pressure on the economy and the growth momentum of online shopping, retailers at home and abroad continue to take a cautious attitude towards expanding their brand" Zhang Celve.

How to survive and develop in the environment of electricity supplier impact and retail business homogenization is the most concerned topic of many commercial real estate managers.

Now, with

With the increase of pressure, experiential marketing has become the main marketing concept of major shopping malls.

And truly experiential marketing, so that customers in shopping shopping mall in the process of "no drama", "zero pain point", it requires a lot of effort.

In October 25th, the reporter came to the Aegean Sea shopping center located in the sun palace area of Beijing.

As the protagonist of Aegean Sea shopping center's opening 1st anniversary, the cartoon image of Xiao Huang has been pformed into iron man, captain of the United States, green giant and so on, attracting many consumers.

according to

Introduction, since the establishment of Aegean Sea shopping center, the real meaning of experiential marketing has been attached great importance to, and the small yellow people's special exhibition that has caused a sensation in Beijing is the best verification of experiential marketing.

Once, Beijing Chaoyang Joy City "100 duo A dream secret props Expo" let the shopping malls lively, reflecting the experience marketing to the passenger flow of great cohesion.

The development guide recently reported that experiential consumption has gradually become a trump card in the retail industry.

The emergence of this consumption pattern may be a new way for the domestic retailing industry in the current confusion.

It is understood that shopping centers pay more and more attention to consumers' shopping experience, while creating "one-stop" consumption, they also take into account the interaction between consumers and shopping malls, so that consumers can become "customer oriented".

In this regard, Zhou Yuheng said, consumers can be like the "leading role" of the mall, freely and freely shopping with small yellow people, chatting with friends, sharing joy with friends.

All of these make the commercial property of the shopping mall gradually fade away, and the social attributes of the theme park with shopping function have been deepened.