A New Mode Of Entertainment And Shopping Brings Waves: Xi'An Department Store Ushered In "Spring"

In 2011, Wang Jianlin of Wanda Department first proposed the concept of experiential consumption, and said that experiential consumption will be the future direction of China's consumption.

In the past three years, experiential consumption has developed rapidly in the north and the developed areas of the coastal areas, especially in the form of experiential consumption, which has become the business of many cities.

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The survey data from Hui Yu Xinghe show that in the second quarter of 2014, the high-tech children's experience expanded rapidly in the whole country 28.

Some experts predict that 400 million of the country's children will be the Saviour of China's consumer economy.

Many businesses in Xi'an are also looking at the small and expensive children's consumption formats, such as Mulam City Minsheng department store, West Street Yintai department store, the open area Sai Gao international and Wanda Department stores, etc. the catering, children's playground, film and television, video games and other experiential consumption modes are favored by more and more people. The children's experience formats are mainly based on the new high-tech children experience, taking the high-tech interactive experience as the orientation, and have the characteristics of large age span, high sticky game and high inclusiveness.

It is understood that in August last year, after the collapse of new business Mart in Xi'an, the building of New Mart located in the prime section of Jiefang Road was in a mess.

After a year, it is known as Yang Senran, the business community. He took the commercial project quickly and made it into the department store business from home building materials industry.

In an interview with reporters in Jiefang Road, Xi'an, Yang Senran, President of E's LOVE Joy City, the first consumer experience shopping center in Xi'an, told the reporter: "the number of new born babies in China will grow from 16 million to 20 million every year, which will create a new blue sea for the development of children's industry.

The main force of online shopping mainly focuses on "70 after" and "after 80".

But at present, this consumer group has become a family member and a parent.

At present, China's family consumption is mainly 4+2+1 mode, and the average annual consumption of each child is around 10 thousand yuan. So I am very optimistic about children's industry and experience consumption.

During the interview, Huang Wei, a senior member of the department store, analyzed that the new site of the old site would be "natural injury".

On the Liberation Road, there are two commercial giants, one is the local big name, the people's livelihood department store, the other is the domestic department store alligator Wanda Plaza.

E LOVE LOVE, which looks so small and fresh, is just opposite to the two industry predators. Can it survive in the cracks?

From the smiling face of Yang Senran, President of E LOVE Joy City, it revealed a relaxed and confident sense of pressure and told reporters: "after many years of commercial operation and management, the next goal is to enter the department store industry, and operate in a completely new business mode. I believe that my choice is correct."

It is understood that E 'LOVE Joy City will provide a new place for Xi'an residents and children to eat, drink, play, enjoy, relax and shop together. The business will cover children's professional experience, children's amusement, children's education / training, children's shopping, children's catering, children's photography, baby products, and large brand catering.

Experiencing consumption and attracting new popularity

It is understood that experiential consumption is a new consumption pattern, which is that consumers first try out commodities and directly experience the use of commodities, thus leading to the consumption of new products.

The way to experience consumption includes direct delivery, free use, demonstration and trial.

This mode of consumption is an innovation in marketing and is widely welcomed by consumers.

Consumers directly feel the new products. They are very effective in familiarity with commodity performance, understanding commodity functions, learning and using methods, and can rapidly arouse consumers' desire to buy.

At present, more and more department stores are equipped with children's formats. The purpose is to attract the main force of online shopping with family consumption, so that they turn their attention to the shopping mall.

Jiang Ming, executive vice president and Secretary General of the China Federation of Commerce, said: "now businesses are very optimistic about the format of children's business. Children's theme commerce has also been regarded as an important part of the urban integrated body. The business mode of commercial real estate + children's theme business or children's Experience Hall is in line with Chinese traditional" family stay consumption "habit, and experiential consumption has also become a new way to attract more shopping centers.