The Shopping Center That Has Been Suspended For 1 Months Has Been Revived Online.

17 years ago, "SARS" accelerated the rise of Taobao, Jingdong and other electricity providers, subverted the way of business interaction, and forced the shopping center to go to a more sophisticated "service" and "operation" direction to survive.

17 years later, history is strikingly similar. The "new crown pneumonia epidemic" has disrupted the pace of physical commerce. The win business network learned from several shopping centers in Guangzhou that the passenger traffic decreased by more than 70% over the same period, and the performance also stepped on the brakes.

If we say that disinfection and epidemic prevention and rent reduction are the first half of many shopping centers to adjust and support, then entering the second half of the "fight against epidemic situation", how to win back consumer confidence and save nearly all of the outstanding performance is the first priority of the shopping center.

So, live goods, community marketing, small program sales, VR real store, cloud Exhibition... A series of "counterattack online" operations of the entity shopping center set up a selling platform for the brand tenants, so that we can see that a transformation that accelerates convergence is approaching.

Live, community, VR shop...

Offline "cold and cheerless" to create online "Carnival"?

"I have never seen such a cool and Taigu remit. At 3 in the afternoon, there are only more than 100 people in the whole shopping mall." A Guangzhou Taigu Hui Zhong powder told the winning business network.

Under the outbreak of the epidemic, the above pictures are almost a realistic portrayal of Tianhe Road commercial circle and even the shopping centers of major business circles in the country. Although Guangzhou has entered an orderly return to work, the "Southern China first business circle" is still less busy and noisy.

However, the cold and cheerless line created the bustle on the Internet.

"In addition to actively embracing the line, nothing can be done now." A shopping center operator gave his voice to the winning business network.

The commercial real estate leader Wanda Group is also actively promoting and bringing goods to businesses through its own small procedures, official micro and friends circles, as well as the platform linking us groups, hungry and shaking.

Under the epidemic situation, one side is a shopping mall, the other is a family with a restless consumption demand, and actively expanding online shopping channels has become the only antidote for shopping centers.

Live with goods

According to the observation of win business network, the most popular scene in the shopping center grafting line is the popular live broadcast mode nowadays. And in the selection of live products, cosmetics and clothing are even more popular. Through the form of tutorials or anchors try out, young people can always be "fashionable".

For example, the Tianhe City in Guangzhou is linked with Shu kemunsu, a thrush class for consumers on the jitter, and a number of brands such as Guangzhou K11 linkage Ya Meng, time Gallery, FILA, L'OCCITANE L'OCCITANE and so on are broadcast live, offering unprecedented discount, attracting nearly 200 people to watch.

"There's a deal on the spot." The Guangzhou K11, who held a wait-and-see attitude toward the live delivery mode, laughed after the live broadcast. "We are thinking about another game."

On the other side, the shopping center invited the anchor to put on the show. For example, AIRIQI, esons, COLOR MIKIBANA, LIULIU MO, etc., which provide the new spring clothes, such as the Zhonghai Huanyu City linkage clothing brand, the Wan Ling Hui link new balance, the cotton time live with the goods.

Before the live broadcast, the anchors are replaced with new clothes and displayed. Occasionally, according to the requirements of fans, they switch between different styles of clothing, and distribute coupons from time to time to guide the audience to place orders.

However, although the vibrated sound flow pool is large, but because of the lack of day-to-day operation and maintenance, the number of fans is generally not high. The majority of live viewers are floating between 100-500 people, and they need to rely on friends circle or community drainage.

Community operation

Unlike direct selling, which relies more on platform traffic, the members of shopping centers have become highly viscous traffic pools in this epidemic situation.

According to the observation of win net, there are two ways to launch community marketing in shopping centers:

One is the shopping center providing platform to promote brand customer service micro signal, and build a group by itself.

Another way is that WeChat group is responsible for the establishment and operation of the group, and the brand is only responsible for selling goods.

In Foshan south of the Five Ridges Tiandi, there are good business conditions and online fans base tide brand HEA, the use of online shopping mall launched a large number of flatly goods, effectively reduce the line down clothing, clothing and other winter stock, Gloria women's clothing store is also a similar way of operation, every day in WeChat group launched limited time kill, try live broadcast......

Compared with the brand "each camp" strategy, the WeChat community managed by the shopping center is obviously more dynamic.

For example, the internal welfare group of Bai Xin, which is located in the "win over" network for many days, takes the first phase of the community marketing campaign of the 100 letter Plaza, which is launched by the original brand. The original product is never discounted, and the products are released at a fixed time every day for a long time. The real benefits are given to the users, and the users' desire to purchase is very high.

On the first day of the launch, in the group of less than 60 people, the transaction volume reached 34 orders, excluding the staff in the group, the conversion rate was over 50%, and the guest unit price was about 100-300 yuan.

From the point of view of the community management, the overall division of labor is clear. The group is the representative of the shopping malls. It is responsible for promoting the activities to preheat, assisting the brand to issue preferential information and receiving cash. There are two customer service in the group, one is responsible for promoting, one is responsible for answering questions, and the other is coordination, so as to improve the transformation.

According to Bai Xin square, this group of consumers is characterized by women who love life. Therefore, the products popularized in this group will be dominated by lifestyle or women's brands and keep the group's continuous activity on a Monday's replacement frequency. "We also plan to develop new WeChat groups for different tastes of consumers, such as developing trend sports and so on.

Some analysts pointed out that the more precise and effective community operation is that the operation of shopping center community needs to strengthen cooperation with KOL and KOC, plus shopping assistants with different consumption dimensions, sales guidance to the brand store managers in the group, good recommendation to fans, maintenance of orderly atmosphere in the group, and a close loop of people, things and things through a complete set of SOP.

Cloud shopping & cloud show

Live broadcast and community focus on interaction, while VR real store stores highlight "experience".

Under the epidemic, many shopping centers launched VR shopping service to restore the real situation of brand stores, and temporarily meet the demand of "home" at home for consumers to crave "shopping".

Recently, Guangzhou K11 first launched the "VR real store shopping at ease" activities, linking the LEGO, Sergio Rossi, K11 Design Store and other brands. Through VR and AI technology application, the offline store will move to the mobile phone, and at the same time, you can contact the brand customer service on the page and consult the product.

The Plaza is bringing the experience of "cloud Exhibition". Consumers can see the museum's real and hand drawn map illustrations on the public address of the "good natural science museum".

Compared to live direct selling, the advantage of cloud shopping and cloud exhibition is to enhance the sense of experience. Especially now that consumers are affected by the epidemic situation, the demand for shopping is greatly stimulated. This kind of "black technology" brings a certain degree of freshness and satisfaction from vision and mind.

Self built shopping platform

From the public account numbers of shopping centres concerned by win business network, more than 2/3 shopping centers have launched online shopping services, mainly through the process of grafting small programs or self built shopping APP.

Among them, those with competitive barriers are self built shopping platforms.

Four years ago, we began to build our own platform. Now we have 22 million digital members of Tianhong Department store. During the epidemic period, we used rainbow instruments such as rainbow APP and rainbow small program to launch Hong Kong's home business in more than 90 stores nationwide.

Tan Xiaohua, general manager of Tianhong digital operation center, said in an interview with the media that only in February 5th, Tianhong arrived in Shenzhen with nearly 20 thousand orders. The number of stores in China was over 1000, the total orders were 6 times, and the sales of all stores increased by more than 1 times.

To achieve the above results, Tan Xiaohua indicated that he needed three abilities to build his digital ability at the very beginning, the customers were his own, and the profits were marginal at first.

But industry analysts say that the digital transformation of Tianhong is a model of transformation and upgrading of department stores, but after all, it is based on the evolution of the department store mode, requiring a lot of manpower and technical support, which is of little reference value to the digital transformation of the domestic shopping centers. The most fundamental reason is that "shopping centers are not in essence the service providers of commodities, nor do they have enough resources." Carry out deep management with gross profit. "

But the integration of online shopping centers is inevitable. How do shopping centers lack online experience?

Zhu Zhi, founder of CEO technology and the founder of the sesame technology, thinks that the online shopping center should build an ecological management mode similar to "Taobao" to provide an ecological environment for merchants to connect consumers, so as to give greater play to the energy and creativity of merchants. The shopping center should be the "helmsman" behind the ecology. Through analyzing the feedback data from the platform, we can analyze and help the brand merchants to upgrade online and offline.

He cited today's emerging shopping center online marketing tool "flash purchase" as an example. The mall through a small program will fully integrate the members of the mall itself, members of its brand businesses and surrounding community communities, and expand the consumption radius by using the fission advantage of online communication. Brand merchants can expand sales channels through online stores, and share customers with shopping centers and other brands to improve sales.

From the Huarun mall, Tianning wyue Plaza, Zhengzhou yoyopark and other shopping centers that have been used for flash shopping, we can finish the system on-line and commodity release within 5 days. The efficiency is very high, which effectively helps merchants to promote products and boost business confidence.

Online investment promotion

Live, community, small programs, VR shop... This is the "passenger defense campaign" launched by the shopping center under the outbreak of the epidemic.

According to incomplete statistics of win business network, in 2020, 874 shopping centers were planned to open in the country, and the total volume of business was about 79 million 230 thousand. It is expected that the opening rate will increase significantly in the second half of the year after the recovery of the consumer market.

At present, there are many shopping centers that are planned to open. Through the poster or H5 theme, it is announced that online merchants will be launched, such as Foshan Tongxin Hui, Whampoa Jia Fen Tian Di, Jia Zhao Ye future city, Huadu Shiling city square and Guangzhou Jia Zhao Plaza.

Shopping center "attack" online

Is the passenger flow defending battle?

Since the outbreak of the outbreak, consumers can only "house" at home, shopping center passenger cliffs fall down the devastating blow, and force line, seems to be a new hope of real business.

Most brands believe that the increase in online business to a certain extent alleviate the negative impact of passenger flow, logistics, supply chain and other factors on businesses, and alleviate the problem of insufficient cash flow.

But there are also shopping centres in the twine, "this home will change many people's spending habits, and even many elderly people have learned to shop online, buy vegetables, buy electrical appliances and so on. The pocket money that consumers spend on consumption is limited. When he spends money online, he will curb the consumption under the line.

However, the online action in this period is only a short term transition. Shopping centres should focus on the future "long-term operation".

Lin Cui, chairman of the Guangdong Tianhai City Commercial Management Co., Ltd., the future breakthrough of the shopping center is the integration of online and offline channels.

On the one hand, we should pay more attention to the brand tenants who integrate the whole industry chain under the online and offline strategy.

On the other hand, shopping centres should focus on the integration of experiential scenes and sales scenarios, and cross boundary integration in different industries to enhance the "immunity" of shopping malls.

Lei Yanqing, director of commercial management of Foshan Xintiandi project, said: "the epidemic has really played a good role in promoting the integration of online mode and creating value. Whether it is business or shopping malls, the value of developing membership system and doing well in community operation is very great. And online, we need to create a safer and more quality consumer environment and experience.

As Ma Yun said, there is no online and offline business is just creating and meeting the needs of consumers.

Whether it is the innovative empowerment of the sales platform, live broadcast, community operation and so on, or the efficient service under the offline experience, product attributes and space operation, the core purpose is to meet the core needs of consumers.

In the long run, the outbreak will accelerate the process of upgrading and eliminating the industry, and pay more attention to the integration of enterprises under the online and offline industries.