Break The Economy And Improve The Economy. How Can The Shopping Center Play With The Anniversary?

　　 Guide reading
With the arrival of the "Christmas", "New Year's Day" and "Spring Festival" sales season, the peak period of the shopping center in the North has always been the end of the year. From another perspective, the year-end has become the anniversary of many shopping centers. Combined with the recent anniversary of Shenzhen Bay, the Mixc, KK MALL and imperial court, iridium cloud merchants selected some representative shopping centers in Shenzhen as research samples. The observation shows that the anniversary activities have gradually developed from traditional allowance, discount and integration to artistic devices, IP creation, theme exhibitions, music activities and star presence.
　　 In pursuit of individuation, shopping centers have various forms of "anniversary".
As an annual grand festival of shopping centers, shopping centers often join hands to create Thanksgiving feedback activities with their brand names. Thank the support of consumers for giving them a variety of profit giving activities such as full reduction, discounts, multiple points, raffle and so on, so that they can enjoy a more wonderful shopping experience.
Nowadays, apart from giving up activities, shopping centers are more individualized in the way of celebrations. Take Shenzhen's most representative shopping center as an example. According to incomplete statistics, this year's grand celebrations are different in style and fashion. Art installation, IP creation, theme exhibition, music activities, star presence and other celebrations have brought consumers a new experience of consumer life.
Shenzhen the Mixc: release the "style always" Promo and the 15th anniversary exhibition, opening the "unique" to you in Vientiane.
In November 15th, the Mixc, Shenzhen officially launched the theme of "style always" the 15th anniversary exhibition activities, reviewed the development process of Shenzhen the Mixc in the past fifteen years, by bearing in mind the way of the past, brought a wave of memories to kill. 15th anniversary series of activities, the Mixc, Shenzhen also released the "style always" promo, expressing Shenzhen the Mixc consistently adhere to their style, do not forget the initial heart, Thanksgiving ahead; in addition, Vientiane studios Shenzhen the Mixc shop for 15 years of 8 classic films were replayed together for Shenzhen the Mixc celebration.
The 15th anniversary celebration in the Mixc, Shenzhen, coincides with the Christmas season. The theme of "Huarun is your only" in the commercial Christmas season of Huarun, and snow monster also comes to the Mixc. The Mixc, Shenzhen, not only sets up a miniature Aurora Town, symbolizes the refinement and richness of the project, but also expresses the implication of endless growth, endless growth and endless growth through the decoration of the project's "Facade" Vientiane lighting art.
KK MALL: create the theme of "beautiful now" theme party, "wish snow town" appearance
In November 24th, KK MALL 9th Anniversary took the theme of "BEST WISHES, beautiful and now" as the theme, hoping to create a good fashion space for consumers and convey a better way of life. During the celebrations, KK MALL built a wish snow town, and built a unique Christmas punch card through the elements of aspiration snow house, snow white, triangular spire and retro streetlights. In addition, family members have been invited to create the "nine color tree" wish T-Shirt, representing the good yearning for the future.
On the KK MALL 9th anniversary party, nine children dressed in nine color costumes sang sweet wishes for KK MALL with their innocent and innocent children's voices. Ballet dancers were incarnated with snow fairies, cheerful, and the romantic atmosphere at the scene to the extreme; enjoying the snow scene and sharing happiness, KK MALL also invited members to share the wonderful moments together, 100% winning lottery tickets, and many pounds of gifts, so that the members present were constantly pleasantly surprised.
The imperial court: the annual grand opera of "Chao Sheng ha 6 Carnival".
In December 21st, the 6th anniversary celebrations of "Chao Sheng ha 6 Carnival" in Shenzhen imperial court were solemnly held. The dream Marco color space, the huge seven color gift box, the wheat field windmill show and other artistic devices made the Imperial Court Square become the popular hot spot of Futian CBD.
6th anniversary at the party, the world's West Point master, especially the giant birthday cake specially celebrates the Shenzhen Imperial Court Square, is inlaid with products from different fashions such as fashion, digital, and so on, conveying the beautiful pursuit of life. Subsequently, the 6th Anniversary Fashion annual show was also officially opened. Masked dance, Broadway jazz dance, mirror face robot dance, dream 8 tone box dance, small yellow duck show, fashion trend show and other wonderful performances took turns to give audience a wonderful visual feast. During the celebration, there were several rounds of raffle and Q & a interactive sessions. The "I Do diamond necklace" was the ultimate lottery draw, and it was the focus of the audience.
Happy Coast: play the three exhibition, break the boundary with Lu Han.
Activities, "Rainbow" ladder, the snow and ice around the Quartet, up to 6 meters "snow and ice" castle and other display, the "Friends of the ice and snow," the Museum of science, Museum of art, across the Jurassic three exhibitions, opened the art Prelude; carnival square dance activities, so that visitors feast their eyes; "ice and snow" cross dressing parade, round a dream of Princess dreams; and the joy of +8# topic chattering challenge card, the summer joy party micro-blog topic, the "happy +8" card pose photos and other forms of interaction. In August 9th, happy coast ushered in the 8th anniversary celebration series.
Coincides with the "Shanghai fortress" released, the film's main creator Lu Han, Wang Gongliang, Sun Jialing appeared in the film international studios happy coast store, breaking the ordinary people and stars in the real life of the wall, stimulating fans to emotional consumption. In addition, the natural visionary 2019 activity takes "nature is us" as the theme, combines online collection and offline activities, and through the interactive activities of environmental protection, art exhibition, natural parties, natural sharing and other forms of enriching activities, connects the natural, cultural, urban and dream with the color of public welfare, and stimulates the good economy, so as to embody good deeds.
Anniversary has gradually become a multi-dimensional and meaningful exhibition Festival.
Today's shopping center is no longer a mere consumer place, it carries more and more functions, showing a multi carrier display platform. As an important festival of shopping centers, anniversary sites are often combined with market demand according to their business philosophy and strive to bring new experiences to consumers. To some extent, such a mode can bring about the increase of people's flow, thus stimulating sales and boosting business prosperity. Judging from the current anniversary celebrations, iridium star has seen through observation and analysis that:
Anniversary activities are becoming IP trend.
In recent years, the status of IP in commercial operation is becoming more and more important. The collision and integration of shopping centers and IP has produced a very distinctive image, which is conducive to the cultural heritage and dissemination of shopping centers.
The creation of the IP scene of the Christmas tree in the Mixc, Shenzhen, the IP of rabbit, the super moon rabbit of Hai Ya colorful city, while highlighting its own characteristics, also enhances the scene experience of consumers, and even hits the emotional appeals of consumers, resulting in the spread of certain topics. In this way, not only can the consumer's life style be empowered, but also the shopping center can gain more distinctive commercial competitiveness.
Anniversary activities are digitalized.
With the development of advanced technologies such as VR, AI and big data, more and more digital technologies and scenes are applied to anniversary activities, whether online or offline.
KK MALL's online group buying, the Vientiane APP interaction in Shenzhen Vientiane world, the launching ceremony of the "leading nevus fun Max" in the Central City Plaza, etc., all through the application of digital technology, provide convenient interactive scenes for consumers and experience the visual scene of upgrading. At the same time, through accurate data analysis, we can resume the effect of marketing activities, provide services for the new needs of consumers, predict the changing trend of the market, and prepare for the subsequent marketing. In the future, I believe that more advanced technology will be applied to the anniversary celebration.
Anniversary activities are humanized
With the acceleration of consumption upgrading, the demand area of consumers has been gradually widened. Therefore, when the layout of the place ends, it is necessary to create a scenario that suits the needs of consumers, which can not only satisfy the consumers' functional demands, but also meet the psychological needs of consumers.
In the propaganda film of the Mixc, Shenzhen, advocating the idea of "identification, extreme and persistence" and exporting the idea of "love is possible"; the donation mode of KK MALL will send 100 nine color tree customized sweater, which represents the beautiful yearning, to the autistic public welfare organization; the happy coast continues to call for the protection of nature through the creation of public welfare brand activities such as natural dreamers and so on. With these inspiring words and humanistic warmth, a touching scene has been constructed to create more emotional links between the place and the consumer.
The picture of the "nine color tree" is KK MALL.
Epilogue
With the development of business, more and more shopping centers are exploring the important marketing nodes, such as anniversary celebrations, and gradually become a multi-dimensional and meaningful exhibition Festival. The innovative marketing methods and various interesting expressions give the vitality and unique charm of the real business to attract consumers' attention and help the city's development and beautiful life.