Will The Pformation Of Shopping Mall Operation Mode To Social Platform Bring About A New Prospect?

As shopping centers are affected by the Internet environment, and

With the increasing homogenization of competition, more and more shopping centers are seeking to upgrade and pform, while experiential and thematic shopping centers are the main trend of development in the future.

The essence of experiential and thematic shopping centers is to attract people through distinct theme design, diversified interaction and personalized experience, improve the popularity of shopping centers, and increase consumption in shopping malls.

But what kind of experience formats are introduced to attract tourists and realize the profits of shopping centers are still being actively explored.

On the other hand, according to relevant statistics, the number of single elderly men and women in China is nearly 200 million. Among them, single men and women in Beijing and Shanghai have already broken through 1 million people.

As the "85 after" and "after 90" period of birth boom begin to enter the age of marriage, the number of people who have marriage and dating needs will increase over the next ten years.

The single ethnic group has distinctive label characteristics, most of which are economically independent, highly autonomous and extremely demanding.

In particular, single women, in the eyes of businessmen, are more passionate and impulsive than other classes, showing huge market potential in the consumer market.

For them, a shopping center with such a convenient and environmentally friendly one-stop leisure social platform should be welcomed.

Social platforms are designed to make friends with single men and women.

A place and space created by the purpose of family activities, such as family activities, and so on.

Introducing the concept of social networking to shopping centers and strengthening the social platform function of shopping centers is essentially to enhance the experience of shopping centers, solve the problem of popularity in shopping malls, and also alleviate social contradictions to some extent and win social popularity.

The pformation of shopping centers into social platforms is mainly manifested in:

Increased proportion of light catering

Chinese eating and social interaction are closely linked. The pformation of shopping centers into social platforms will inevitably drive food and beverage into the core business status of shopping centers. Social catering is generally a convenient meal with characteristics, moderate price, small size and relaxed environment. So the proportion of theme leisure food in the future shopping center is bound to increase.

The first shopping center in Beijing, which is "social" as the theme, is the Yau Tang shopping center in Beijing. With 22-35 year old urban white-collar workers as the main customers, the number of flavor restaurants, dessert bars and coffee shops has been increased, such as blue frog restaurant, Lukang Town, Longji, Haagen Dazs, Xu Liushan, fresh taro fairy, and tea, which are very suitable for urban white-collar dinner parties.

Continuous thematic activities

Shopping centers are pformed into social platforms. The most important thing is that shopping centers carry out activities of "social" theme and purpose all the year round. Through activities, they will connect restaurants, costumes, cinemas, KTV and other formats to form positive interaction and gradually form the brand superiority of shopping centers.

For example, Beijing Yau Tang Shopping Center organized different types of activities for different social circles to win the high popularity and high influence of shopping centers.

A series of social activities for urban white-collar workers, "do not go home tonight", are launched every month, with a combination of "popular dining and blockbuster Premiere" to provide Friday night revelry for white collar workers who work hard for a week.

Aiming at the circle of single men and women, we carry out "Yau Tang meets love" and insist on engaging in blind dates on the 11 day of each month.

In view of the film and the crowd of people who love changing cars, we should promote the modified car activity "Yau Tang Modified season".

Yau Tang also moved theaters, nightclubs, bars and other formats to the shopping center, and gradually fixed the activities of irregular activities to a normal activity of shopping centers.

{page_break}

Diversified public space

Social platform is a public space in the final analysis. The pformation of shopping mall into social platform must focus on the creation of public space.

Good public space can also earn good profit value for shopping centers. When it is not doing activities, it can be a traffic diversion node. When doing activities, it has a "changeable" plasticity.

There are several points to note in building multi space.

With high inclusiveness, the form and capacity of this space are sufficient to give full play to different theme creativity.

Indoor comfort and pleasant sunshine, because the shopping center is mostly closed, the sun can produce outdoor, public, free feeling.

Three dimensional level, between floors to achieve three-dimensional interaction.

Participation in interaction mainly means that customers can experience the pleasure of spatial creativity.

Hongkong's Shen Shen Plaza has completely broken the space restriction of "three dimensional" shopping center, and has built an open air garden that runs through 3 storeys in 4F-7F to attract consumers. This can not only provide a public rest place for consumers, but also serve as a "social arena".

Intelligent operation mode

In the era of big data, the shopping center has been pformed into a social center. We must realize the integration of online and offline businesses. In this way, we take the shopping center CRM system as the core and make full use of the WIFI network and colorful marketing interaction and VIP experience to create a more convenient, more caring, more interesting and more humane "third life space" for consumers.

For a social group, when they go to the mall, they will tell where there are parking spaces, where to eat without queuing, where there are activities and other information. This greatly improves the efficiency of social interaction and enhances the adhesion of consumers to shopping centers.

For shopping malls, the intelligent operation mode is also an effective way to realize the differentiation of shopping centers.

For example, Hongkong's Hysan square has designed a super close booking service. Consumers only need to specify the number of restaurants and the location of the restaurant on the 2 floor service desk, then they can go shopping freely, because each floor has a large electronic screen, which only needs to pay attention to the number displayed on the screen, so that it knows the progress of the scheduling and does not have to wait at the restaurant gate.

In short, the shopping center pformed into

It is in line with the future development trend.

But the creation and healthy operation of a social platform requires a strong operational team that requires participation from all stages and all team members.

The creation of the overall space, the ornament of landscape products, and so on, will create a distinct shopping center to enhance the sense of the consumers. At the stage of attracting investment, we should increase the proportion of the main leisure food and beverage that is suitable for parties, appointments and communication, and introduce some distinctive and personalized retail formats and thematic entertainment formats to enhance the popularity of shopping centers. In the promotion of activities, special activities for white-collar workers should take advantage of not enough time on weekdays, especially for family and friends social gatherings. Weekends can be used in conjunction with other activities such as catering, retail and entertainment. In the planning and design stage, a reasonable access line is designed.

In short, when a diversified shopping center meets a social platform with unlimited possibilities, what is impossible? When shopping centers develop towards the balance of economic and social benefits, I think the shopping center will not be far away from the third living space besides home and work.