Shanghai Shopping Mall Changing Season "Fun Fun" Pajamas Party

According to incomplete statistics, Shanghai will add two shopping malls and five or six flagship stores in the past two weeks. The annual sale of the "non closing" shopping mall will also be unveiled in Paris spring store starting this Friday, announcing that the real business will enter the year-end shopping season.

According to the Shanghai Business Development Research Center, the retail revenue growth in Shanghai returned to two figures in October.

With the addition of more experience marketing, the market competitiveness of the physical market will be further enhanced.

Physical shopping mall pursuit of "tasty fun"

Business experts analyze that the former has a one-stop shopping experience that e-commerce does not have, and the latter is better than e-commerce in depth mining.

Based on this, these two formats are expected to become the mainstream trend of the development of Shanghai's physical shopping malls.

Shanghai's newly opened shop also proves this phenomenon.

Last weekend, the Bailian Binjiang shopping center on Pingliang road and Ningguo road opened to attract nearly 400 thousand residents. Many restaurants in the shopping center appeared from less than 11 hours.

The head of the shopping center told reporters that this is the first community business center in Yangpu District. When attracting investment, it stressed the proportion of "4-4-2", that is, the number of functional traders, such as catering merchants, retail merchants and cinemas, accounted for 40%, 40% and 20% respectively. The total proportion of traditional shopping centers catering and functional businesses accounted for less than 40%.

The reason for the significant increase in the number of restaurants and functional businesses in shopping centers is to satisfy the characteristics of residents' consumption at home, which is not only complementary to e-commerce, but also a dislocation development with the central business circle.

Experience of Shanghai shopping mall

Changes are also taking place.

Before that, the entity store must praise the "O2O" online and offline when it comes to pformation and upgrading, but now it is more like a technical support.

Paris spring Market Department said, "no closing" activities held for six consecutive years, emphasizing the price, commodities, "see touch immediately buy" reality.

If we abandon the original activity characteristics in order to emphasize the development of the Internet, it is not conducive to attracting consumers.

However, "O2O" can help the shopping mall better prepare for marketing activities: "this year we launch the whole network through the Internet, which is equivalent to 10 percent off discount coupons, which can lead the passenger flow from the website to the offline. Secondly, we can predict the volume and volume of sales according to the sales volume of the group buying coupons."

IKEA responsible person also said that based on its own characteristics of marketing, even if there is no "O2O" can also get consumers' favor.

IKEA's three stores recently held a "pajamas party" to attract thousands of consumers.

The pajama party does not go to the mall in pajamas, but introduces product introductions and interactive experiences to Party sessions.

For example, in the "room owner will be" link, introduce suitable for different groups of people's home layout style; in the "bed bottom who strong" link, pfer efficient storage tips; in the most important "pajamas party" link, consumers can sleep in bed, jump, jump to find their own mattress......

Shopping malls enable consumers to experience products in all directions and interact with sales.

According to the Shanghai Business Development Research Center, Shanghai has just named "2013 - 2014 Shanghai Business Innovation Award".

Judging from the way of development of the awarding enterprises, Shanghai's entity business presents the trend of "Eight Immortals crossing the sea, each showing its magic power". From the perspective of full channel marketing, O2O strategy and new mode of community shopping center, it helps traditional businesses break through marketing bottlenecks and expand consumption space.

Xu Wenjie, an inspector of the Shanghai Municipal Commerce Commission, pointed out that the consumption experience emphasized by the entity shopping mall is no longer confined to such entertainment items as restaurants and movies, and the sales way of "seeing and touching" can also become the focus of experience consumption.

From the perspective of development trend, Shanghai's entity business is getting rid of the same marketing method before, emphasizing more diverse, more grounded and more sustainable development.

This can enhance the drainage, radiation and innovation effect of real business, converge commodity flow, flow of people and capital flow, diversify the forms of commercial marketing, and effectively expand the commercial influence of Shanghai.