Many Shopping Centers Introduce Thematic Marketing.

In recent years, the shopping center industry in Shenzhen has grown stronger. Many shopping malls have more than 100 thousand square meters in volume. The homogenization of formats has always been criticized, which brings difficulties to investment promotion.

While the domestic economy is in a downward trend, many traditional industries, such as clothing and retailing, are shrinking.

This year, some shopping malls increased the intensity of the introduction of the theme pavilions.

On the one hand, this is to provide fresh blood for the consumer market, attract the attention of the audience who likes "new, strange, special and weird"; on the other hand, because of the high quality theme pavilions easily bring a large number of passenger flow, promote the consumption of other formats, and enhance the overall performance and knowledge of shopping centers, so the shopping centers are very keen on the theme venues.

At the end of this month, it will be Halloween in the West. After visiting several shopping centers in Nandu, a reporter has found that in order to match the "holiday" atmosphere, many shopping malls will use pumpkin cars and small monster as decorations, and some theme pavilions will also take the opportunity to open business.

In the king's Square, the "soul house", which was built as a selling point for "dark and thrilling", was officially opened last week.

This is the theme venue created by the shopping center to provide fresh experience.

It is characterized by music, light and shadow, layout, so that the experiencer feels like a movie like gloomy scene, suitable for students, colleagues and friends to experience together.

In addition, the magic magic star Pavilion of century Hui is also opening in the near future.

In contrast to other theme pavilions, the target customers of businesses are small and refreshing people: starry night dreams, human kaleidoscope, and super magic areas.

A citizen who once went to experience said that she was most impressed by the Theme Pavilion of the anime area. The scene of all the classic animation was completely restored here. One Piece, the simulated dragon cat, the face less person and so on were all the cartoon images of the young people. The merchants also provided oil paper umbrellas, C O S clothes, etc. for the customers to shoot at the scene, and the experience was very strong.

She thinks that shopping centers can introduce more anime themed places to customers. Besides eating, watching movies and shopping, they can also have more experience interactive projects.

In the holiday resort of Yitian, a number of theme pavilions such as live C S venues, secret room escape and laser maze have been introduced in the stadium recently.

The director of the shopping center said that after years of development, the function of the shopping center is not only to provide goods for purchase, but also to create entertainment, experience, interaction and other attributes.

After years of deliberation and polishing, the theme pavilions can make the shopping centres more distinctive in terms of richness, because most of the venues have to collect tickets, so they also enhance their shopping centers.

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With the rapid development of Shenzhen rail pit, the Metro mall, which had always been a bit of an exception, began to emerge, including the successful operation of a large number of MTR mall, such as Feng Sheng Ting, Liancheng Xintiandi and Le Tao Li.

Dai Shuhua, managing director of Shenzhen Huaxia Tong Bang Business Management Co., Ltd. believes that the precise location of the theme of a metro mall is very important.

At present, Changsha has a distinctive feature of 7up, a small shopping mall known as "shopping aesthetics center", less than 20 thousand square meters and 7 storeys high.

But it only has two kinds.

Shopping + dining, and each floor is decorated with unique style, colorful and full personality.

This theme is also one of the development directions of Shenzhen's MTR mall.

In addition, in terms of "smart operation", young people's favorite fashion electronic elements should be added, such as smart W i-Fi, shake up of social games, electronic discount seals, etc.

Because the subway

The main target customers are young people, who are highly dependent on electronic devices and networks. They also prefer the sense of stimulation caused by unconventional methods in operation. Therefore, the operators should grasp the characteristics of these customer groups so as to have a definite purpose.

However, some domestic business experts remind that because theme venues offer fresh experience, they need constant changes to bring lasting vitality to shopping centers.

From the point of view of the current theme pavilion construction in China, apart from animation, film and television, entertainment experience, shopping centers can also consider the theme museums, collection of fine works, mini oceanarium, art exhibition auctions, wax museum, small theater and other formats into the list of imported names to further enhance the commercial attraction of the mall.

Due to historical reasons, there are small property rights problems in many MTR shops in Shenzhen. Developers are heavily selling and laying light management, which is a major obstacle to the development of MTR mall.

Many of the very well located MTR shops, because of the extensive management of operators, become very moderate business areas.