New Changes In Shopping Centres: Win Through All Channel Marketing

　　 First, Consumer Changes in consumption behavior

1, the expansion of consumer groups

The main customers of shopping centers extend from 25-40 year old young customers and female customers to children's customers, family customers and elderly customers. Catering and retail based formats have been unable to meet the needs of these customers. There is an urgent need for more experiential entertainment formats and more service oriented formats.

2, reduce price sensitivity and focus on experience.

With the increase of consumer purchasing power, consumers' sensitivity to price gradually decreases, and they begin to pay more attention to the brand and quality of products, as well as high added value. The feeling of purchase often determines whether they are willing to pay higher fees for better products and services.

3, consumption behavior networking

With the popularity of smart phones and mobile terminals, as well as the promotion of 4G network, mobile Internet has been developing at a high speed. Data show that as of October 2013, China's 3G users reached 390 million, and the year-on-year growth rate reached 83.40%; in the first half of 2013, 80% of consumers increased their shopping experience through mobile phones, which was 16 percentage points higher than that of 64% in early 2012. Among them, the highest proportion of consumers using mobile Internet to compare prices is 59%, while browsing and evaluating goods and obtaining merchandise information are 48% and 47% respectively. The impact of e-commerce has turned many shopping centers into "ghost shopping centers" and even become "offline exhibition hall".

4. Diversification of consumption needs, personalization and socialization.

At present, the leader of the market trend has begun to shift from 70 to two. These two young people who are full of vigor, lack of personality and rebellious and have different values have their own clear pursuit of brands, pursue fashion and advocate individuality. They enjoy the sense of security brought by circles. "Social" is a necessity for them. Undoubtedly, the purchase centers need to be more innovative if they want to become their third living space.

A series of factors, such as the coming of experience economy, the change of consumer demand and consumer groups, and the networking of consumer behavior, have brought more challenges and opportunities to the commercial market. Only with the changing consumer groups and consumption habits, shopping centers can make strategic adjustments in a timely manner in order to stand out in the fierce commercial market.

　　 Two. Shopping Center Changing trend

1, the unique consumer experience is the key.

In the future, shopping mall must be a way of life. It is a form of consumption of people, bearing the economic, social, cultural and spiritual nature, and the ultimate goal of consumers to shopping centers is to experience...... Therefore, shopping centres should strive to create a unique consumer experience, focus on more entertainment and social value-added services, create new and interesting themes and hotspots, restructure the relationship with consumers and enjoy the "window shopping" to better communicate with consumers in emotional communication and relationship marketing.

In May 2013, the famous "Rubber Duck Campaign Dahuang duck" exhibition was held in Harbour City, Hongkong. It was warmly welcomed by all citizens and tourists and produced a very strong crowd effect. According to statistics, "rhubarb duck" attracted about 8 million tourists during the visit to Hong Kong. The retail sales in Hongkong increased by 13% in May, while the retail sales in Harbour City increased by 16.3% in the year to May. During the same period, the income of Harbour City drinking increased considerably, and the sale of thousands of limited duck meat souvenirs was carried out in conjunction with the event. It was sold out in just two days. Harbour City won the two gold award of the International Shopping Center Association ICSC.

Coincidentally, in the Shanghai Huaihailu Road business circle, where the strong enemy is waiting, Shanghai K11 shopping center has maintained a good record of 1 million passengers per month during the 6 months of trial operation. The reason is that it has moved organic experience, such as organic farms, piglets, merry go round, art films and interactive sculpture into shopping malls, bringing unprecedented unique facial features to the public and visitors.

2, socialized consumption is the main store.

The real experience culture of shopping centers is still social. Some experts say that the main shop of the future shopping center will no longer be Carrefour, WAL-MART, big RFA, or any other stores such as Yintai department store and Wangfujing department store, but Social (Social Networking). For example, Lend Lease set up the largest shopping center in Europe. When many people are unemployed, they set up willing strategic employment projects, set up training centers, provide job opportunities and training for local people, so that many people are willing to come to shopping centers. Eaton center in Toronto, Canada, also focuses on social functions. Customers enter the shopping center as if they are not in the commercial building, but in the park. Many elderly people chat in shopping centers to send lonely time, which has become the social center of the elderly. In Hongkong, some bookstores are open in shopping centers, not only a lot of people, but also a good profit. The shopping mall in Hongkong has a more comprehensive function as a public space and social center. In the future, business negotiation, participation in party, dating and making friends can all be realized in shopping centers.

3, scenario business becomes mainstream.

A few years ago, shopping centers were often referred to as "boxes" by insiders. Draw a grid in the box and put the brand inside. The operation of shopping center is like an assembly line, and even the bathroom and front desk are exactly the same. This stereotyped style has, in fact, made consumers tired of vision. Chinese shopping centers began to take the "non big box" scenario business to cater to the more personalized spirit and cultural needs of consumers.

Shanghai Xintiandi shopping center is an outstanding representative of the domestic scene business. It has created a commercial community with historical, cultural, shopping and leisure as a whole, and has become one of the representatives of Shanghai's architecture with 60 thousand square meters of block commerce. The traditional Shanghai Shikumen old lane and the modern buildings with modern sense are integrated into a metropolis commercial tourist attraction with both traditional features and modern functional facilities. The tenants are all well-known brands from around the world, and about 85% of the tenants come from countries and regions outside the mainland of China. Shanghai Xintiandi mainly catering, catering accounts for nearly 50% of the proportion.

4. Channel marketing Winning

Full channel marketing refers to using consumers as the center, making use of all sales channels to seamlessly link consumers' shopping experience in different channels, regardless of whether he is in the physical shop, the official online shop, the community online store, the mobile store, the social store or the MyStore micro shop. Future management should take the initiative to participate in the social life of consumers, and guide them in the first stage of information purchase. For the customers who enter the store, management should pay attention to the whole process of each consumer's purchase. Through the analysis of big data, we can collect consumers' life consumption records, with a view to launching specific products and services (consumers' favorite gifts) at a specific time and place to meet potential demand. In terms of APP application, business management can attract consumers to earn integral rewards through check-in (a mobile app that rewards consumers to enter the store's real check-in). When consumers enter a cooperative store, the system will send rewards, merchandise coupons, discount codes, vouchers, etc. according to the location of consumers, and if consumers are interested in buying, they can instantly trade. The accumulation of big data under the background of the development of mobile Internet and social network can extend more value for shopping centers.

5, differentiation is the same theme.

At present, the homogenization competition in shopping centers is fierce. The diversity and diversity of consumption demand inevitably require the implementation of differentiated operation of shopping centers, not only in the choice of brands, but also in services and other details. According to the data from China Unicom, the number of brands in 55 shopping centers in Hongkong in 2014 was 4355, of which the number of chain store brands was 6631, and the chain brand share was 69%. The number of shopping centers in mainland China is only 2000, and the chain brands are 1500. The share of chain brands is 75%, far higher than that of Hongkong chain brands. In the future, as consumers have more choices, comparative rights and elimination rights, shopping centers need to introduce more personalized, growing non chain brands, focus on market segmentation and win long-term competitive vitality.

The reason why Beijing Parkview Green grassland can maintain its leading market performance is not only its unique environmental design and strong artistic atmosphere, but also the scarcity of its brand. More than 50% of the brands in the mall are for the first time in the Chinese market or for the first time to open stores in Beijing. Afred Dunhill, Van Cleef & Arpels, IWC, Roger Dubuis and other luxury brands play a special role in Parkview Green. This shows that by building brand scarcity to realize the differentiated management of shopping centers, we can lay the soul of the project, enhance the identifiability of the project, and finally attract a large number of customers.

In addition, the future shopping centers will achieve more social functions. Let's imagine that the huge public space of shopping centers can not only alleviate social problems to some extent, but also effectively use the fragmented time of these consumer groups, and maximize the economic and social benefits of shopping centers.