Changes In Content Of Shopping Malls: From Discount Sales To Theme Marketing

Soft clay course, smell library, comic device exhibition, tent Theatre...

These fashionable elements frequently appear in Shanghai.

Making art atmosphere

In April of this year, the NDRC exposed a number of fraudulent practices in commercial and trading enterprises. The illegal activities were mainly focused on the discount price and the promotional price of the coupons, which were higher than the original price. Among them, the Shanghai land Plaza was named.

As a matter of fact, Hushang shopping malls broke down. Many businesses cancelled the discount tags after May 1.

Many years of discount sales suddenly stopped, some businesses do not know what to do, but there are businesses to explore another way to explore personalized marketing mode.

In the first half of this year, the Daning international organization organized more than ten cultural and artistic activities, including the "romantic season", "the trend season" and "the art season".

During the May 1, Daning international invited professional illustrators to instruct customers to draw individual T-shirts; environmental protection device artist Shen Ling is guiding participants to pform and combine waste products, and classify and paste old waste caps according to different colors, creating a wonderful picture.

Shopping malls create a fashionable and fresh way of life through continuous and hierarchical theme activities.

Recently, the characters and scenes in the works of a few meters have been copied to the various floors of the city.

"The romantic atmosphere created by Jimmy works is consistent with the style of shopping malls."

The director of Joy City said.

Reporter visits found that during the exhibition, the flow of people in Joy City rose sharply.

The Xujiahui business circle plans to work with Lai Shengchuan, a well-known drama director in Taiwan, to build a closed tent theater with a capacity of five or six people on the eighth floor of the city of Mei Luo. It is expected to open in the second half of this year, and will be completed by the end of this year or early next year.

Xu Chunhua, general manager of Xujiahui Shangcheng group, thinks that we should jump out of the traditional marketing mode of "buy and sell, buy and reduce", and form a new mode of characteristic marketing, integrated marketing and theme marketing.

Business circles will take the road of "business, tourism and culture".

Form turn connotation

The sale mode of discount in department stores has become the main marketing mode for a long time. However, with the improvement of consumers' rational consumption consciousness and the importance of shopping experience, price is no longer a versatile weapon. Consumers have already had a sense of exhaustion toward price war.

Chen Yougang, director of McKinsey Co Shanghai office, pointed out that the traditional department store industry should develop differently in the future, highlighting the theme and characteristics.

In the past, the shopping mall focused on the theme marketing, that is, in conjunction with festivals, to build indoor and outdoor landscapes; now more emphasis on connotations, emphasizing that single marketing should match the overall positioning of shopping malls, highlight the personality of shopping malls through many thematic activities, and penetrate into the shopping habits of consumers.

Soft clay course, cooking salon, wine tasting...

Through various thematic activities, shopping malls have become "life houses".

Although thematic marketing is not like discount sales promotion, it has immediate effect on passenger flow promotion, but as long as we insist on investment and clear positioning, we can constantly enhance the status of shopping malls in the minds of consumers.