Yintai City Holds More Than 400 Events For Two Years, Attracting Customers To Various Formats.

Good activity is an effective way to increase customer stickiness. Late operation management of shopping center is very important.

It has become a common understanding that shopping centers increase their sense of experience and customer retention time. In addition to catering, entertainment and leisure brands, all kinds of activities are becoming a new form of shopping experience.

In addition to Yintai City, the rest of the newly opened shopping center projects are more or less explored on this road, hoping to achieve good results.

Last Thursday, there was only one theme in the whole country. The whole nation saw Beijing's grand parade.

On the square in Yintai City, West Hangzhou, there was a different "grand parade": colorful flags fluttering, camouflage spreading, Black Hawk helicopters and 99 type main battle tanks stationed in the shopping mall square. The stage LED broadcast the parade video of the Tiananmen just finished in the morning. Nearly 1000 customers and merchants formed a hundred regiments war. After completing the challenge game such as laser entry, sandbag and devils, the grand parade was carried out with a uniform pace.

"BLING BLING" beautiful atrium large Christmas decoration, duo A dream exhibition, The Smurfs exhibition, fashion brand show, luxury car show, etc., so that the function of shopping center gradually cross-border diversification.

In September 11th, Yintai city will usher in the 2nd anniversary celebration.

Over the past two years, Yintai city has organized more than 400 activities aimed at "Carnival", "love" and "Hi shopping", emphasizing entertainment, freshness and sense of participation, so as to achieve the goal of "happy city, omnipotent".

In the process of frequent planning activities, Yintai city has carried out many aspects of the integration of resources, so that people can win more, but also significantly reduce the cost of activities, so that activities can become a normal phenomenon in the shopping center.

For example, in April this year, Yintai city joined hands with a developer to pform the atrium into a stadium, laying heavy plastic mats, putting up new table tables and lighting stands, and opening 600 square meters of badminton courts and ping pong courts free of charge.

The month long ball games attracted many sports enthusiasts. Intime City, the developers spent hundreds of thousands of activities. Eventually, the market increased customer stickiness, and developers kept many customers.

Due to the good acceptance of activities, Yintai city has recently set up a basketball court.

In May, the four hundred or five hundred party area of the top floor of the four floor of Yintai city was pformed into an "aerial farm". About 100 families claimed crops and regularly observed the growth of their plants.

Until the national day, the two thousand phase of the air farm two will continue to open, will set up cows, windmills, hot air balloons, paddy fields, slides, bunkers and so on, so that children more conveniently close to nature.

In June, the sweet carnival was opened, and the desserts such as Chai Tian, Miao Shi and cat Shan Wang were free to eat. During the same period, more rare items such as bullfighting from Jinhua were moved to the shopping center. In July, more than ten children's brands were recruited from the shopping mall, and 140 children were enrolled in the whole course. The school started a 49 day summer school, which was popular and well received. In September, Kim Su Hyon, the great star, was airborne.

The above sound marketing activities, through effective cross industry cooperation, virtually do not require much cost and cost for Yintai City, or even create more than ten million profit per year for shopping malls.

On the passenger flow, the sticky and word of mouth effects of these marketing activities are also very evident.

In 2014, the passenger flow of Yintai city was about 17000000, which is not easy for a new project with a new year's opening. By the end of 2014, the city of five thousand kilometers around Yintai city has been continuously opened from Wanda Plaza, Zhongtai Yintai city and

The three new projects have been tested for a long time. In 2015, the passenger flow of Yintai city still showed a marked rise. The passenger flow in the first half of this year has reached 9 million 790 thousand. The annual passenger flow will exceed 20 million passengers, that is to say, the average daily passenger flow will reach about 55 thousand passengers.

"When all kinds of shopping malls around the world opened up, the passenger flow actually dropped, but after a while, there was a backflow."

Yintai City, a responsible person said.

"We always put the increase in passenger flow and customer stickiness in the first place. It has also proved that the frequency of marketing activities is directly proportional to the growth of passenger flow.

Through the implantation of the Internet platform and business electronic means, we are slowly forming a big data network belonging to Yintai city. Next, we will be able to analyze the consumption habits and tendencies of customers, in turn, make our activities better.

In the eyes of He Xiangguo, general manager of Yintai City, the new shopping center has to expand its functions. Besides eating, drinking and playing Tesco, it can also provide a platform for information docking for many other industries with high traffic volume, not only for cultural entertainment, but also for innovation and entrepreneurship.

Xixi impression Town, located in the west of the city, has been firmly occupied by the regional benchmark shopping mall with its 210 thousand sides and the scarcity in the plate. It has been popular for more than two years and the weekend garage is always full.

Because the volume is large, there is more room for layout and maneuver.

Activities are often held to attract people in the warm area. The previous A dream exhibition is still fresh.

For example, the "Ma Xiaolong wonderful Carnival" which has just lasted for two months in summer vacation, Xixi impression city has set up mobile theme amusement park in the shopping mall, including nine entertainment projects, more than 3000 man-made sea scenery, beach, naked eye 3D dream space, wax museum, indoor children live CS battlefield, etc.

The City East Rainbow shopping center, which opened in June last year, attracted a large number of household consumption in the eastern part of the city through the main characteristics of child entertainment. Therefore, this year's adjustment is to expand the area of children's play from the original 10 thousand party to the 15 thousand party, for example, in many corridors and corridors, it has added a lot of areas, including racing cars, yachts, pottery, clay sculpture and so on. At the same time, bumper cars and bouncing beds have been added to the first floor, and many activities have also been linked to children's play.

Just over the past summer vacation, to Tianhong has increased a lot of popularity and popularity.

"Indeed,

After the formal opening, the late operation management is very important for the project. "

Ma Ying Shu, managing director of the Hangzhou state company, said that marketing activities are part of the late operation of the shopping center, which can bring customers different freshness in the short term, thereby increasing the volume of passenger traffic and promoting the sale of other formats such as catering, retail and so on.

But it is not just the activity that will bring passenger flow. The quantity and quality of the activity are obviously more important than the quality, because some bad activities may even cause customers' antipathy and counteraction.

"Apart from organizing activities, optimizing the brand mix and enhancing the shopping and playability of shopping malls are also very important.

Nowadays, the brand adjustment of the project is very common, with only one purpose, keeping the brand fresh and making the overall environment of the shopping malls more attractive.

In addition, the hardware pformation of shopping malls and the enhancement of space interest are also one of the contents of the late stage operation management of shopping centers.

In fact, the late stage operation management of commercial projects is very critical, which is directly related to the quality and success or failure of the project. "