The 38 Big Promotion: Under The Epidemic, There Are Fewer Shopping Malls, More Goods And Larger Discount.

Shenzhen Luohu the Mixc ushered in a long stream of people on March 7th. Because near 38 women's day, some guests choose to leave home for more than a month this weekend and go out shopping.

According to a luxury salesperson's fashion to the interface, from the end of February to the present, there are not many customers coming to the store. Only this weekend, there is obviously a little more talent. But when it comes to the traffic volume of the entire shopping mall compared with the 38 quarter of the past year, the salesperson still says, "how can we compare it?"

The same situation also exists in Beijing, Shanghai, Hangzhou and Nanjing. According to China World Trade Center's interface fashion, the passenger flow of China World Trade Center mall in Beijing is now about 85% lower than that of the same period last year.

SKP and SKP-S have fewer people than before. In Hangzhou, the sale of the luxury luxury women's shoes counters in the Hangzhou Tower also tells the interface fashion. So far, the customers of the Hangzhou Tower line are still not too many customers. In her brand counters, the number of customers arriving at the counter during the 38 sales promotion period in 2019 was over 100, but the passenger flow is much less this year. Up to March 7th at 15:00, only 6 people came to the shop on that day.

"The first two days are fewer." The sale said, "a lot of customers shop mainly through the live platform or the sales staff's WeChat online."

　　 Beijing overseas Chinese

　　 Beijing SKP

Spring Festival, Valentine's day and 38 women's day are the most important promotional opportunities in the first quarter of each year. However, due to the impact of the new crown virus pneumonia COVID-19 epidemic, the offline retail industry has suffered a great impact. In order to assist in the prevention and control of epidemic situation, shopping centers in many cities have chosen to close or shorten the business hours to reduce crowd gathering opportunities.

For example, Beijing SKP began in January 27th, and the business hours of Beijing's SKP and SKP-S were adjusted to 11:00-19:00. SKP-S occasionally adjusts to 18 o'clock in the evening. According to SKP's introduction to interface fashion, SKP has not yet launched online activities to attract tourists, and 3.8 women's day has not been held on the same day.

In addition, some shopping centers have also adopted a more rigorous process of entering the store, such as taking temperature and boarding information at the door, resulting in a significant decrease in the fluency of shopping.

These measures have greatly reduced the opportunities for consumers to shop online, and have led many businesses to change their business strategies. Even some brands and shopping malls have chosen to enter the hibernation period, which has almost eliminated all online and offline activities.

In fact, before and after the Spring Festival, many brand stores have launched self-help, hoping to promote customers' order through small programs, WeChat group, live broadcast and other online ways. This way is also the mainstream of the 38 big promotion this year. Many shopping centers and department stores have promoted the promotional activities to online, and have sought to combine with each brand tenant.

Interface fashion understands that the online promotion activities are dependent on the unified organization of the property, some of which are formed spontaneously by the brand. China World Trade Center mall is the former. It will launch a series of "open box" videos starting in March 8th to promote the promotion of 80 brands, and the end time of activities will be different. These brands are also distributed in a variety of categories, including clothing, shoes, make-up and aromatherapy.

And Shenzhen settled in the Mixc belongs to the latter, many of which said that most of the clothing brands settled in the Mixc have not had many discount promotions and sent small gifts at most, so this time it will remain consistent, but the brand of cosmetics category jointly launched its promotional activities.

Unlike offline shopping, cloud shopping often requires large shopping malls to develop appropriate drainage strategies. If you pay more attention, it is not difficult to find that the recent official micro-blog WeChat update frequency is higher than usual. The WeChat public number of SKP in Beijing is updated every day, recommending the products of various brands in the mall. Shanghai Hang Lung Plaza has launched the hot selling products of various brands in the small program.

Live broadcast and short video are also one of the main channels for diversion. But some shopping malls show the fashion of the interface. Under the situation of shortage of resource ratio, the difficulty of these two ways is that it is difficult to find suitable shopping guide for high-end shopping malls.

After the success of the diversion, offline retailers have launched various marketing initiatives in the formal purchase process to stimulate consumption. Full scale, discount coupons and matching gifts are the three most common practices. The Hangzhou Tower did not carry out large-scale offline promotional activities during the 38 quarter of this year. The special festival of "goddess Festival" promoted by the official WeChat number is mainly centered around the online live room opened by the shopping mall for various brand counters.

For example, the beauty brand Lancome will sell the small black bottle suit with the original price of 760 yuan through the direct broadcast studio, the preferential price of the live room is 646 yuan, while the Japanese kitchen electric home brand brand printing will sell the original 608 yuan thermos cup at the price of 338 yuan in the brand live room.

However, because of the limited number of brands, the exchange of coupons is also a test for the shopping mall. Yesterday, on micro-blog, there were many netizens Tucao 3.8 voucher exchange led to the dragon, the long time also led to a crowd.

Xingtai Taigu Hui uses the strategy of "improving integration", with the emphasis on life supermarket. As long as the city "super super" is in the two days, 5 times the integral can be enjoyed in any living consumption. In addition, some businesses also launched online ordering and offline picking policies. For example, the benefit counters in SKP held 20 percent off promotional activities on some 8 -3 products in March 1st, and launched a free application for new product experience. Consumers can apply for free online on March 1st, -3, 5, and take the lead on March 6th 31.

On the day of Hangzhou Tower opening, consumers queued at the entrance of the mall to measure the temperature.

Overall, the 38 quarter of this year's cloudy cloud is much more depressed than before. Businessmen can only attract passengers by increasing online activities and offering offline discounts, and the pressure on sales of many brands is doubled.

According to the report issued by Rui Yide, "7 consumer attitudes change that is worth shopping centres" and "war" (four) show that the number of stores in the whole country is over 70%, and that of stores is almost 0. During the duration of the epidemic, 46.3% of consumers will choose online shopping. 34.3% of consumers will reduce their shopping, but the reduction of shopping will improve significantly after the epidemic.

After the outbreak, the proportion of Online Consumption Willingness decreased slightly, and the proportion of Consumption Willingness under the line increased slightly (such as hairdressing, gym and other lifestyle consumption). The outbreak of consumer desire for offline consumption after the epidemic is not indicated, shows that consumers will remain vigilant for the security level of the consumer environment for a period of time after the epidemic is lifted.

Business hours of some commercial projects in Beijing during the outbreak

Perhaps we can only think optimistically that fewer people, enough goods and large discount will be a good experience for consumers. A netizen wrote on micro-blog: "the salesperson is very good. The 38 quarter is coming. I dare not go to the mall because of the epidemic situation. As a result, the salesperson in the mall sent me many pictures through WeChat, and said that it could help me try it on. But what I want to buy is bra... "

This means that consumers do not really have no desire to buy, but they need time to reinvigorate themselves. Online, with the recovery of the logistics industry, the number of e-commerce transactions will gradually improve. As in March 3rd, a Shenzhen Post China courier told the Securities Daily reporter: "I usually deliver about 200 votes per day, but the amount of express delivery has increased very fast recently. I only sent almost 300 tickets this morning, which is more than" double eleven ".

Under the line, the shopkeeper of a high-end cosmetic counter in the Mixc, Hangzhou, also expressed to the interface fashion. Based on the demand of epidemic prevention and control and controlling the aggregation of people, the mall did not organize promotional activities for offline channels, which would affect the offline passenger flow of the shopping mall to a certain extent, but the overall sales situation was good, because "there are still many people in the 38 quarter who have gift giving needs".

He added that although the number of people wandering in the store is small, the customers who enter the shop usually place orders, and the turnover rate is better.