Discussion On The Promotion And Development Trend Of Shopping Center At The End Of The Year

According to the world clothing and shoe net, developers have paid more and more attention to the promotion and sales promotion in recent years, and have invested the most in the promotion season at the end of the year.

Simple discount promotions have been unable to mobilize increasingly sophisticated customers.

How to display the full range of war in the end of the year?

The ability to absorb passengers is a topic worthy of further study.

RET Rui Yide, China commercial real estate research center, takes 124 shopping centers in Shanghai as a sample to discuss the promotion and development trend of the shopping center at the end of the year.

First, the development of nodes in the promotion season at the end of the year.

1. new and interesting festivals increased and sales promotion methods matured: the promotion season at the end of the year was mainly promoted by the Spring Festival in the early 1-2 months, and gradually extended to November. The number of nodes increased, including Thanksgiving, Christmas, Spring Festival and Spring Festival.

And integrate Eastern and Western culture, becoming a very influential and symbolic marketing event.

In addition to traditional festivals, there are many new and interesting festivals on the Internet, such as double 11.

419, regret day and so on.

Whether festivals are important or not can also create festivals. It is important to dig into good insights in festivals.

This year, "double 11" can be seen everywhere in all major cities in China, such as subway, outdoor, building, cinema, video website, and so on. This group can be seen everywhere as "the Tmall double eleven".

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Careful people will notice that, unlike in previous years, the participation of 2016 Tmall double eleven official advertising brands is particularly deep.

Tmall authorizes the "cat" of its brand assets to the brand side, while the brand side can integrate the life attitude and value proposition represented by its own brand in the "cat's head" framework.

Zwilling brands put their kitchenware on the Tmall shaped chopping board, reflecting the use of Zwilling kitchenware.

With the participation of a large number of brands, the platform side provides the most open and platform creative form for the brand, which is the most vivid interpretation of the platform.

2.O2O development: the independent development of online and offline began, and O2O developed at home in the first two years.

Now, whether you buy a carrot or buy a carrot on a vegetable stall, you can use mobile payment to complete shopping.

Now, mobile payment business extends overseas, and even has many preferential activities.

In December 6th, Alipay landed at the Arctic Santa Claus Village in Finland, announcing the start of the 12 global carnival.

This is the first time that Santa Claus Village has launched mobile payment.

This also marks the China Mobile's leading position in the world as represented by Alipay.

In Rovaniemi, where Santa Claus Village is located, a permanent landmark of up to 3.6 meters has been erected for Alipay.

Two. The change of promotion season at the end of the year.

The peak season for sales is at the end of 1..

The 11, 12 and 1 months are the peak of the shopping center, which accounts for nearly half of the total annual business volume, and the number of business opening in December has reached its peak.

Because the traditional festivals in the West and the East are shopping at the end of the year, new shopping centers are mostly planning to enter the market in this period.

Data statistics, 80% of the joy city project selection year-end sales season opening, which is related to its positioning.

18-35 young people aged 14 or over are more interested in western festivals, inter annual festivals and other foreign festivals and customs, especially Christmas.

2., from static decoration to large dynamic festival celebration activities with nodes.

In recent years, on the basis of window dressing based on the color value competition, the sales promotion season at the end of the year, especially the Christmas arrangement, has also developed new experience such as new technology, scarce exhibition, innovative performance and so on. The content form is also developing from static type to dynamic type and upgrading.

For example, Christmas will be the most beautiful "lighting show" in every part of the world, and London and Japan all have an inevitable "starry night" in 2016.

The big lights in Leicester are from early hi to late.

At noon, there will be Christmas fairs coming out to set up stalls for everyone to bring food and wine to warm up the lights, and the mayor will officially announce the lights at 18:30 PM.

Then Santa Claus and reindeer will come out with everyone say hello. Besides this, there are all kinds of live music performances.

In addition, warm performances, thematic bazaars, large-scale celebration parties and other activities have gradually become a new trend of development.

Static layout has been difficult to break through, and new technologies, scarce exhibitions, innovative performances and so on, although there is no lack of popularity, but lack of festival atmosphere climax detonating point, in this context, the node's large-scale festival celebrations gradually become the focus, and quickly gathered people's spirit.

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3. the use of Acoustooptic Technology is increasing.

The use of acousto-optic technology has increased considerably over the past few years. The Christmas lighting ceremony is the most widely used Acoustooptic Technology Project. It usually opens on a special publicity day a month before Christmas, bringing the festival atmosphere to a climax, accompanied by the start of a series of Christmas activities, including business promotion, Christmas fairs, warm celebration activities and so on.

In 2016, a special crystal pendant lamp, commemorating the anniversary of Baccarat 250, was displayed on the Christmas lights of the Hui Bi Sheng garden. It is 8.4 meters high, 4.6 meters wide, and 26471 crystal accessories. The total number of lamps is 410.

4. the theme of the event is premium, and the theme is innovative.

Many businesses launch related products with thematic activities to attract fans to buy, while the commodity premium can exceed 30%.

During the Dali exhibition, the price of the special cake sold by Yue Yue Fang Dali was 88 yuan / set (2), and it was 76% higher than that of the ordinary cake.

In addition, more merchants choose to participate in the activities of selling tickets based on the exhibition tickets, so as to promote business opportunities.

5. increase in brand sponsorship

Christmas and new year's arrangement is a good opportunity to display and promote the brand, among which jewelry brands are the most.

Among them, Tiffany spent a lot of money on making Christmas trees all over the world. Among them, a million dollar luxury Christmas tree in Europe has become the most expensive Christmas tree in history. Its luxurious and dazzling decoration attracts many spectators.

The $1 million Christmas tree is up to 8 metres. It has placed over one hundred thousand electronic candles and specially decorated jewelry stores. It is decorated by Tiffany's classic blue gift boxes and white ribbons, just like dreamy fairyland.

Three. Inspiration from foreign shopping centers

1. pay attention to window display.

According to NPD Group data, window display can promote 24% of Christmas sales growth, which is very important for attracting passenger flow.

It is reported that during Christmas, British department stores spend more than 500 thousand times per day through the window, so Harrods, Harvey Nichols, Lord &Taylor and other department stores spend more than hundreds of thousands of pounds each year in the design of festival windows.

2. cartoons, festive promotion of the theme of the status quo, to the development of warm cards

The theme of warmth can touch people's heart and produce perceptual consumption psychology.

Such as IKEA Classic Christmas blockbuster is selected "accompany" this tender theme, so as to show the importance of "stay at home", and through the promotion of product scenario, attract consumers to purchase more IKEA household products, to achieve sales promotion purposes.

Moreover, the theme of warmth has won the hearts of the people and has a stronger pmission.

3. online and offline, increasing experience and participation.

The John Lewis department in the UK selects the seeds and sprouts as the core elements, and shows the story through love. The end of the blockbuster is still unfinished. However, this is the best part of the blockbuster.

Under the line, the public space of real department stores set up a scene of connecting stories, enabling consumers to get close contact with story characters and inner world, online and offline, increasing experience and participation, and guiding the offline.

According to statistics, John Lewis stores grew by 6.9% year-on-year in the Christmas season of 2013, and electricity sales increased by 22.6% over the same period last year, contributing nearly 1/3 of sales.

More interesting reports, please pay attention to the world clothing shoes and hats net.