From "shopping" shopping malls to "playing" shopping malls

Within half a year, two new shopping malls, Joy City and Wanda, were successively opened in Yantai. Unlike the simple purchase of merchandise in the past, today's shopping malls have become a mixed-use venue for "drinking, shopping, and shopping." The combination of new formats brings consumers different experiences. With the completion of Joy City and Wanda in the main downtown area, the outline of Yantai’s “new business district” has gradually become clear, giving the public ample imagination for the city’s commercial development.

Today's shopping malls are more and more casual, and experience and interaction have become more and more concerned.

Winter night consumption

Step into the "9:30 era"

Wu Yunzhou, who lived near Taohua Street, was a typical office worker. Unlike the previous 8:00 pm at home watching TV to sleep before bedtime, he and his girlfriend recently reserved ample shopping time in the evening.

"There are many places where you can play in the evening and it feels like a big city." Wu Yunzhou said that because of his working relationship, he often travels to a number of first and second-tier cities in China. Compared with those cities, Yantai’s comprehensive shopping malls were previously large. Owing to the lack of ignition, but with the opening of Joy City and Wanda, the nightlife in Yantai has also “tall”.

The opening of the Wanda Plaza Zhifu Store has brought new vibrancy to the business district of South Street. The business hours in the night have been extended to 9:30pm, and the business hours in Yantai Mall have only lasted until 8:30pm to 9:00pm. “The business hours set by Wanda Plaza are linked to the consumption environment of the city where it is located.” A person in charge of the business management department at Wanda Plaza Zhifu Store introduced that after more than half a month of observation, the results were found to be good. It was still at 9:00 pm There is a considerable amount of people flow.

Like Wanda, Joy City’s winter night hours also last until 9:30 in the evening, supermarkets closed at 10:00 in the evening, and other areas such as KTV, bars, cinemas, etc. have longer operating hours.

Compared with the deserted commercial street after 8:30 in the past, Yantai's “new shopping district” consumption has entered the “9:30” era in the winter night, extending the time by one hour.

Department Store Retail

In order to experience the format "make room"

“Before it was a layer of strolling, there are more places for fun now.” As a fashionista in the eyes of friends, Xiao Xia, who works in an advertising company, has always complained about the monotonous layout of Yantai shopping malls. In her impression, the former shopping malls were dominated by department stores and retail, and even fewer places to sit and rest, and now more and more leisure projects went to shopping malls. Shopping malls are not only places for shopping but also places for leisure and fun.

From the past, a department store and retail company to a more and more catering, cinema, and leisure business, Yantai's shopping malls have quickly completed the transformation of business models in recent years, bringing a new consumer experience to the public. Since last year, the Zhenhua commercial building has undergone a transformation and upgrading, adding a theater and dining area outside the clothing department store. Zhenhua Shopping Center and Zhenhua International Mall have also been quietly changed. In the past, the catering and leisure industries that were neglected by department stores have been “into the room” and gradually became the main force for shopping malls to attract customers.

Compared with the traditional shopping malls to take advantage of the transformation, Joy City, Wanda and other latecomers are in one step, directly to the new generation shopping mall model moved to Yantai, shopping, restaurants, leisure and other formats accounted for almost 1:1:1 ratio. Citizens entering the mall are no longer simply shopping, but have become an integrated consumer experience.

“Traditional department store retailing has reduced the stickiness of customers and mixed formats have become the mainstream of shopping malls.” said Yang, who has been engaged in marketing planning for the shopping mall for nearly 10 years. With the development of e-commerce and the surge in traditional department stores, the traditional The attractiveness of the department store retail industry to the public is declining, and industries that are more likely to accumulate popularity, such as catering and leisure, are increasingly being introduced into shopping malls.

"Thematic" Experience Marketing

The shopping mall is more grounded

From the second half of last year, with the opening of Joy City and Wanda, the downtown area of ​​Yantai City surged by 400,000 square meters. In the face of fierce competition, several major shopping centers strived to “bring their own” attention to the customer base and strive to create features. Some of the more ground-breaking thematic experience marketing activities became a major highlight of the current Yantai shopping mall.

During the peak season of traditional retail, we entered major shopping malls such as Joy City and Wanda. In addition to traditional marketing methods such as discounts and discounts, “thematic” marketing models such as toy exhibitions and concerts are all in the spotlight. The “thematic” characteristic marketing method is rapidly on the top, and people have a whole new experience to enjoy while shopping in the mall. Since the end of last year, Joy City has launched the "Teddy 111th Anniversary Collector's Commemorative Exhibition" and has been sought after by many young consumers. During the New Year's Day this year, Wanda and Joy City all launched a children's play, Wanda opened a New Year's Eve rock concert, and Joy City hosted a 2015 New Year's Party.

According to industry analysts, compared with the traditional marketing model mainly based on commodity discount, this “themed” experience marketing not only provides consumers with goods and services, but also enhances consumers and consumers, shopping malls and consumers. feeling. In the era of experience economy, the core of experience marketing is still to cultivate loyal consumers.