While enviing others for winning the championship at the age of 19, the editor even more envies the "Bingdun" she holds, as well as the consumer economic value driven by the same down jacket and the same snowboard, which has truly become the "king of goods" for the Winter Olympic

Photo source: Beijing 2022 Winter Olympics official blog

Envy others who won the championship at the age of 19, while the editor even envies the " Bingdun " she holds in her hand, as well as the consumer economic value driven by the same down jacket and the same snowboard, which has truly become the "king of goods" of the Winter Olympics.

The 2022 Winter Olympics in Beijing, which is highly anticipated, arrives as scheduled during this Spring Festival, not only making Beijing the focus of the world, but also adding a strong mark to the field of commercial real estate in Beijing. In order to help the 2022 Winter Olympics in Beijing, major shopping centers in Beijing have also started a competition of strength, and have presented a gift to the surprise of the 2022 Winter Olympics in Beijing. Let’s see which typical and representative shopping centers in Beijing cheer for the 2022 Winter Olympics?

01 Helps Beijing 2022 Winter Olympics

Beijing major malls shine

Beijing Guomao Mall

Source: Beijing Guomao Mall official microscope

In the year of the Winter Olympics, based on the Qing Dynasty palace painting "Ice Skirt" collected by the Palace Museum , the digital animation broadcast on the screen of Beijing Guomao Mall adds a lively atmosphere to more than 1,600 "skaters" on the scroll.

Experience Letterpress Printing Machine | Source: Beijing Guomao Mall official microscope

Ice sporting handwritten handwritten composed of a manual notebook and a high-definition restored "Ice Sporting Picture" folding album, a three-dimensional brush holder of the small monster in the Forbidden City with auspicious meaning, a Qianlong treasure gift box containing Qianlong's treasure paintings, exquisite and beautiful Forbidden City snow postcard , China Philatelic Co., Ltd. specially launched "Building Dreams" by China Philatelic Co., Ltd. Winter Olympics stamp collection book, selected more than 20 sets of high-quality painting stamps for all generations...

In the Ice Skies pop-up shop, you can also experience the century-old letterpress printing machine, hand-print ice skies pictures, the world's first postcard; paste the Forbidden City limited edition stamps, stamp them with the Winter Olympics theme seal, put them into the Panlong mailbox to send New Year's greetings; make a wooden New Year picture with your own hands to experience the charm of traditional culture.

Beijing SKP-S

Source: Beijing SKP official microscope

In order to bring consumers a fantastic ice and snow experience, Beijing SKP-S carries out activities such as "Lucky Ice Blind Box", "Ice Sculpture Experience", and "Ice Drink Experience". For the first two activities, members can participate in the activities with 3,000 points. The randomly obtained tools break the ice layer and open the frozen heart-shaped blind box, or have the opportunity to make their own ice sculptures by themselves, and perform on-site ice sculptures with the ice sculpture teacher under tutoring. The threshold for participating in the "Ice Drink Experience" event is relatively low. Members can enjoy iced cocktails or afternoon tea in the space for free on the Ice Drink Experience Day.

Sanlitun Taikoo Li

Source: Sanlitun Taikoo Li official microscope

In order to help Beijing Winter Olympics , Sanlitun Taikoo Li and Beijing Poly Contemporary Art Co., Ltd. will combine Chinese culture and Olympic spirit to Bingdun and Xuerongrong appear on Sanlitun Taikoo Li 3D naked-eye large screen to add vitality to the winter ice and snow atmosphere.

Photo source: Sanlitun Taikoo Li official microscope

Sanlitun Taikoo Li started the "Trendy Movement" winter theme event on November 25, 2021, and took the lead in joining hands with the well-known luxury down jacket brand Moncler to jointly help the Beijing Winter Olympics. The on-site winter sports ice and snow equipment with a full atmosphere added a different color to the southern and northern areas of Sanlitun Taikoo Li.

Source: Sanlitun Taikoo Li official microsoft

Sanlitun Taikoo Li continues to help. In the hot "Year of the King" New Year theme event, the well-known sports brand Adidas presented an immersive "Snow Paradise", which "gathers the trendy people on the snow". The 360° immersion experience of ice and snow will allow people to fall into the ice and snow world in one second, allowing trendy people to enjoy the charm of ice and snow sports in winter.

Beijing apm

Photo source: Beijing apm official microscope

During the Winter Olympics, Beijing apm joined hands with Anta to start the "Ice and Snow Spirit Realm". Anta "Ice and Snow Spirit Realm" is unveiled in the Beijing apm atrium and outdoor areas with a three-dimensional ice and snow track as the design inspiration for experience space distribution.

In the outdoor experience space, Anta's professional sports equipment and competition uniforms created by 12 Chinese national ice and snow teams and event staff are displayed in this space; in addition, there are also equipment for award-winning Chinese sports delegations in the center of the display area. The arc-shaped historical wall specially set up on the outside shows the history of Anta's previous champions' dragon uniforms, and also allows consumers to feel the unremitting Anta spirit and the mission and determination of ice and snow athletes to win glory for the country.

In the indoor experience space, the smooth track exquisitely outlines the artistic conception of ice and snow, and there are also ice and snow projects such as curling , snowboard and other ice and snow projects; the works of Chen Fanwan, a post-90s paper-cutting artist, are presented together, based on 12 competition events and the sports posture of Chinese team , combining sports and art works to present the charm of ice and snow sports; in addition, the three-dimensional space of Ice and Snow Spirit Realm also brings together a number of sports equipment supported by Anta's professional technology, including national flag sports clothing, the same style of the national team, the same style of the national team, the new generation of medium and low nitrogen technology shoes, and the same style of the spokesperson, etc.

SOLANA Blue Harbor

In order to welcome the arrival of the Beijing Winter Olympics, SOLANA Blue Harbor hereby designed a unique world of ice and snow. In the 14th Light Festival of SOLANA Blue Harbor , a well-known Spanish artist "Miguel Ángel Camprubí" created a very unique world of characters for everyone. The essential characteristics of these characters are reinterpreted through naive and humorous perspectives in bright and bold colors, creating a strong personality and presenting a pleasant and exciting world of fun.

Source: SOLANA Blue Harbor Official Weibo

The 14th Light Festival creates a winter outdoor sports ice and snow park for everyone, conveying happiness, creativity and sports energy to people, embellishing the winter with colorful and bright colors, and opening a vibrant new year.

Miguel Ángel Camprubí uses his innocent and humorous perspective to create the "interesting ice and snow family", embellishing every corner of the business district, and through interesting art installations, it presents a unique artistic feast for everyone, a group of cute and friendly small animals, lively and interesting characters, cool fantasy ice and snow creatures, and dynamic ice and snow scenes. All of this will gather here to create a carefree and interesting world for everyone. With the opening of the Light Festival, it will become a place where fun and artistic trends are fusion, an immersive interactive experience space, full of colorful and interesting ice and snow parks in various luminous forms.

02 Plan in advance and seize the Winter Olympics vent

With the opening of the Beijing Winter Olympics, major business districts in Beijing have set off new consumption hotspots, and how to seize the Winter Olympics is also a topic of concern to shopping malls. It is not difficult to find that many business districts have taken the lead in seizing the new trend of national consumption by taking advantage of the introduction of "Bingdundun" and "Xuerongrong" IP exhibitions, art activities, and ice and snow elements, and better attract consumers to come to check in and take photos and shop. The colorful theme activities bring consumers a different consumption experience, thereby driving the customer flow of the business district, enhancing the influence of the business district, and stimulating business vitality.

At present, consumers’ needs are not just about pursuing simple shopping, but also have deeper explorations in brands, products, scenarios, marketing, etc. Therefore, in order to meet consumer needs, merchants have to accelerate their marketing capabilities, continuously upgrade and change marketing methods, keep pace with the times, plan in advance, and seize the opportunity to become the dominant force of current consumption.

Image source: Wanda Group’s official microscope

To promote the Winter Olympics culture for the world champion, Wanda Group has already made a secret arrangement across the country in advance. Starting from the daytime countdown of the Beijing Winter Olympics, the 400+ Wanda Plazas across the country have been launched at Wanda Plaza in Yanqing, Beijing through a dual online and offline linkage of "Sports Together" brand marketing campaign, spreading the craze of sports from Beijing to the whole country.

In addition to Wanda Group, lululemom has also become the biggest winner in 2022.In the down jacket show at the opening ceremony of the Beijing Winter Olympics, lululemom entered the public's vision with a touch of red and became a "hot commodity" in the down jacket industry.

But lululemon's success is no accident. According to China Fund News, since it was officially announced to be the official clothing supplier of the Canadian Olympic delegation in September last year, on October 26, they held a press conference on Toronto , announcing a full range of equipment products including the opening and closing ceremonies, award ceremony, daily wear, etc. of the 2022 Beijing Winter Olympics Canadian team. The main color is chosen as the crimson red symbol of the country of maple leaves, and maple leaves are the main design element. In other words, we have been preparing and designing in advance since last year, which is also one of the reasons why lululemon has become a hot topic now.

03 Taking advantage of the Beijing Winter Olympics marketing

becomes the password for performance growth

When the Beijing Winter Olympics mascot Bingdundun was sold out at the Olympic Tmall official flagship store from being taken out of stock at the beginning, and then to being a "dun" difficult to find, behind it is reflecting the popularity of the Beijing Winter Olympics that has only increased and not decreased at present. At the same time, souvenirs related to the Beijing Winter Olympics, such as Olympic badges, figures and ornaments, were almost "instantly lost". Then there were Winter Olympic flag jackets, Gu Ailing's same ski suits, and Gu Ailing's same snowboards, which made countless fans.

is unreasonable. The Beijing Winter Olympics has created a new height for commercial value. The consumption boom continues to rise, which has also brought great driving effect to the economy, further enhancing the broad development space of my country's consumer market.

According to , Beijing Municipal Bureau of Commerce, , and other companies that are key monitored by department stores, supermarkets, professional stores, catering and e-commerce companies, achieved sales of 5.17 billion yuan, with a customer flow of more than 22.306 million people in 52 key business districts in the city. "Generation Z", "stay at home" and "high quality" have created new tricks for New Year's goods. JD big data shows that the sales of VR glasses, air fryer , game controllers, and sweeping robots increased by 3.8 times year-on-year, 69.7%, 36.5%, and 30.3% respectively.

In addition, more than 10 business districts and more than 200 companies in Beijing have launched three major activities: New Year’s market, New Year’s food, and domestic New Year’s gifts. 52 key business districts and 264 large commercial facilities with a total of more than 20,000 square meters are open normally. Wangfujing Department Store "2022 Red Movement Festival" colorful Lanterns , Sanlitun Taikoo Li "No Tiger" installation, Heshenghui New Year immersive script to set off a festive atmosphere, Guomall Mall National Trend Market, COFCO Xiangyun Town "Winter Dream Ice Group" Beijing first exhibition, and fudi new store enjoys the New Year atmosphere and joy. Sales of Leduogang Wanda and Huayu Shopping Center increased by 41.6% and 11% year-on-year respectively.

Behind the growth of sales in business districts and enterprises, the consumption explosion points brought by the ice and snow economy are inseparable from the consumption explosion points brought by the Beijing Winter Olympics theme marketing means, becoming the password for the performance growth of business districts. The strong Winter Olympics atmosphere adds wireless charm to this winter.

--Conclusion-

Spring is the starting point of the year. The opening of the 2022 Winter Olympics in Beijing coincides with the beginning of spring. It gives people hope, and 2022 has become of great significance. The successful holding of the 2022 Winter Olympics in Beijing not only reflects the Chinese people's high confidence in their own cultural ideals and cultural values, but also further promotes the current consumption boom in the new economy.

Time and place: May 18-19/Guangzhou Poly World Trade Expo

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