In the past year, 9 new shopping malls were opened in Qingdao, with a total area of 722,000 square meters. So far, a total of 48 shopping malls have been opened in Qingdao, with a total commercial area of 4.881 million square meters. Business competition is fierce. Parkson Qingdao Golden Lion Plaza, located in the core area of Qingdao Jinjialing Financial New District, has subverted the inherent model of merchandise sales by creating a differentiated brand portfolio, innovative spatial format planning ideas, and marketing techniques that keep pace with the times. , creating a lifestyle center for time-based consumption, bringing new lifestyles and new consumption directions to local consumers, and has become Qingdao’s most popular fashion base among consumers.
1
Quality operation, high-quality brand merchants are rushing to settle in
Qingdao Golden Lion Plaza to create a fashionable life experience, focusing on customer experience and product mix. The overall business format is divided into: retail 38%, catering 32%, entertainment 18%, and service facilities 12% . Golden Lion Plaza adheres to the spirit of experience and innovation, and selects representative brands of various business types to attract fashionable and life-savvy people.
As the best international first-line cosmetics collection place in Qingdao area , Golden Lion Plaza is deeply loved by customers. There are more than ten international first-line cosmetics brands such as CHANEL, Dior, LANCOME, GIORGIO ARMANI, YSL, Kiehl's, ShuUemura, etc., which fully meet the shopping needs and personal preferences of consumers at different levels.
In the past year, Swarovski, VERSACE COLLECTION, MANGANO, Under Armor Qingdao flagship store, advocate life, Haidilao, Yangmeihong International Private Beauty School and other brands have opened their doors one after another. Jingdong Home Qingdao flagship store is under hot renovation. Soon Will also meet with you all.
Golden Lion Plaza boldly breaks through the cookie-cutter format planning method: From B1 to L4, each floor has a "mix and match" of catering formats. uses double moving lines, allowing customers to clearly understand the movement routes and store distribution on the floor, and at the same time enjoy the "mixed" atmosphere of food and fashion, so that the two major formats of catering and retail can pull each other to form a balanced passenger flow distribution, 70% The above customers who came to Golden Lion Plaza all stayed for more than 3 hours..
2
Continuous innovation to create exclusive memories
With the upgrading of consumption, the demand for scene interactive experience is constantly released. Shopping malls need to burst out new and creative things to bring freshness and brand-new experience to consumers in terms of time and space. Utilize The creation of scene atmosphere increases customer stay time.
Over the past year, the Silkworm World Ecological Research Institute, vegetable planting house, landscape moss game wall, lavender flower sea, birch forest of the Declaration of Independence, spice cultivation, mushroom world, flashing music seesaw...many new and interesting interactive scene experiences have come one by one. Go to Golden Lion Plaza. These themes are mostly related to digital technology, animals and plants, stimulating curiosity and constantly attracting the attention of fashionable young people, children and families. The small surprise "around the corner" eliminates the fatigue of customers from shopping, allows people to experience the fun of nature in the city, and also satisfies the emotional appeal of customers to take beautiful photos.
In terms of marketing activities, Golden Lion Plaza also strives to make breakthroughs, linking multiple merchants and external resources to create the best event experience for customers. The "Love and Oxygen" music party and the Halloween Devil's Market are transformed into popular "harvesters". Anniversary polka dot PARTY, WINE FESTIVAL, and New Year's Eve flash PARTY attract fashionable young people and tasteful people to actively participate.
Love and Oxygen Music Party
New Year’s Eve Flash Party
In recent years, various themed IP exhibitions have become a way for commercial entities to imitate to attract customers, bringing consumption hot spots but also becoming increasingly homogeneous. A well-known IP exhibition often costs hundreds of thousands or even millions in licensing fees, which undoubtedly prohibits most commercial real estate companies. IP exhibitions will have a short-term increase in passenger flow, but the high cost is obviously not in line with the pursuit of return on investment for commercial projects. Instead of helping others make wedding dresses, it is better to develop it yourself, give her emotions, make her have a close connection with customers, and make her a unique spokesperson for the shopping mall. This is exactly what Golden Lion Plaza did.
At the end of 2017, Golden Lion Plaza launched its own IP image . Different from the round animal shapes of children in other shopping malls, this one has a pair of small round ears, a slender tail, and a head that is slightly rolled up and fluttering in the wind. The little girl with soft hair loves fashion, is full of curiosity about new things, and is full of yearning for a better life.
Golden Lion Plaza’s own IP was deeply loved by customers as soon as it was launched, and the extensions made with her image are even more popular. It is understood that Golden Lion Plaza will name her according to the suggestions of customers. In 2018, she will be integrated into various marketing activities of the mall to truly bring unique and exclusive memories to consumers.
3
Focus on customer experience and have countless fans
In the view of Golden Lion Plaza, thinking from the perspective of customers is the basis for all work. In just over a year, a complete membership system has been established. currently has 150,000 members . In daily operations, the mall itself is always regarded as a warm entity to interact and connect closely with customers. A high-quality brand determines whether consumers "want to come", while high-quality service experience is related to whether consumers "will come often".
Golden Lion Plaza operates through social groups and public accounts to interact with customers at any time, understand their feelings, answer their consumption questions, and enhance the stickiness between customers and the mall. At present, the number of WeChat communities operated by Golden Lion Plaza has exceeded 20 . The types of communities include: "hipster community" dominated by young hipsters, "fashion salon group" dominated by young hot moms and dads, High-end membership service group, etc. Customers were happy to participate, which produced a good communication effect.
Golden Lion Plaza attaches great importance to the value of customer time, with 15 million customers and an average daily traffic volume of more than 4,800 vehicles throughout the year. Not only does it have the best parking lot recognized by customers in the region, it has a reverse car-finding system that helps customers quickly find their car, and it also provides smart large luggage storage services. VIP exclusive parking spaces for members, express delivery services, pet care, VIP express delivery, exclusive member housekeeping services... Such innovative services enable Golden Lion Plaza to fulfill its mission of "a fashionable life experience center managed with care" promise.
4
We can look forward to more
in the future. We don’t follow fashion, we only define fashion. The "new generation" born in the 1990s and 2000s are active in thinking, pursue independent personality, are full of hope for the future, and have a spirit of adventure and dedication. How to gain their favor is a research topic for every shopping mall.
In 2018, PARKSON YOUNG living space will be another masterpiece launched by Golden Lion Plaza. Vibrant and urban, this time, the life proposal given by Golden Lion Plaza integrates high-street fashion brands, creative 3C, animation peripherals, designer integrated stores, theme movie cafes, fashion accessories and other dynamic business formats. With extremely rich experiences, we will build a wonderful living space for the "new generation".
experience is valuable, and hard work is even more valuable. When experience becomes standard, shopping malls in the future will need to be more attentive to customer needs and lead a new lifestyle. Parkson Qingdao Golden Lion Plaza brings a new atmosphere to the market with its customer-centered values, innovative business thinking, and unique time consumption concept. Maximizing the social and diversified functions of the shopping mall is a foresight for future commercial development, and also demonstrates Parkson Qingdao Golden Lion Plaza's firm determination to implement the core consumer strategy.
