Reporter Xu Yuzhou
2022 is over halfway through. Against the backdrop of normalization of the epidemic and consumption upgrading, consumers' lifestyles and consumption patterns are changing. How to continue to attract the attention of consumers, especially young people of "Gen Z", and tap their consumption potential has become an important topic in physical business today. Many shopping malls and shopping centers in Jinan are also actively seeking change, creating faster business models, more creative marketing methods, and more immersive scenarios, which meet the diversified shopping needs of current consumers.
So, in the first half of 2022, what new faces, new ways of playing and upgrading of Jinan's physical business have? What new actions are there to be expected in the future?
new faces - new stores and first stores have become "traffic passwords"
As consumer demand becomes increasingly diversified and personalized, new stores and first stores characterized by freshness and scarcity have become "traffic passwords" on current social platforms. The entry of new stores and first stores is not only an important way to renew shopping malls and shopping centers, but also a "powerful tool" to increase popularity and drive consumption.
In the first half of 2022, although affected by the epidemic, major shopping malls and shopping centers in Jinan still introduced many new and first stores. From the perspective of business format distribution, most of the newly opened stores are concentrated in catering and retail formats.
For example, Jinan Vientiane City has introduced the first full-scene fusion experience store in the country, "ROG Player Country", and the first store in zafferano's Spanish Paella in Shandong. In the first half of the year, Jinan Hi-Tech Wanda Plaza has settled in more than 30 new brands including Xiaoanta, Manmi Yogurt, and Tesla. Weijiazhuang Wanda Plaza has also introduced new specialty stores such as grandmother's magic kitchen, noodle eating under the tree, and Luxi River. While enriching the catering, clothing and children's education and training formats in the mall, it has also driven the popularity of the mall to increase.
Jinan Henglong Plaza caters to the matching trend of young people, and introduces the first store of French jewelry brand Redline Shandong, the first store of Korean internet celebrity chuu Jinan, and the first store of American trendy sock brand STANCE Shandong, which has attracted many young consumers. Among them, the first store of trendy chuu opened in the first month of its opening, sales reached nearly 2 million. In terms of catering, the entry of three small restaurants has opened up the tavern culture in the venue, becoming a new check-in point for late-night snacks in the venue, with sales exceeding one million in the first month of opening.
New gameplay - expand marketing channels and accelerate scene integration
In the first half of the year, Jinan physical business experienced a turning point from "pause" to "restart". While supporting epidemic prevention work, major shopping malls and shopping centers in Jinan have continuously accelerated the expansion of marketing channels, and locked in customer flow and leveraged the market through new ways and new ways such as live broadcast group coupons and AR live broadcasts.
Jinan Vientiane City has tried to sell group buying coupons on Douyin platform for the first time, and introduced live broadcasts and short videos to sell goods to seize the traffic of short video topics in Jinan. According to reports, this successful attempt also allowed Vientiane City to break the new record of Douyin's "life service sector", effectively helping the rapid return of customers to the store - a week after the dine-in was opened, the passenger flow recovered to 110% year-on-year.
Weijiazhuang Wanda and High-tech Wanda carry out online live broadcasts to accelerate the integration of online and offline sales scenarios, and at the same time, multi-store linkage expands influence and helps merchants sell. High-tech Wanda has launched activities such as "Wanda π", "New Season" and "Anniversary Celebration", and carried out special subsidies, and launched group coupon activities to drive the enthusiasm of merchants and consumers.
Starting from May, Jinan Henglong Plaza also opened Douyin live broadcast sales channels for 520. Through retail, catering general coupons and experience coupon sales, online traffic was transferred to the store, with a single live broadcast sales of more than one million.
In the home appliance industry, stores and brands use "immersive AR live broadcast" to realize new marketing gameplay. In April this year, the launch of the "Casarti Comfort Home Decoration Festival" in Qilu Yidian AR live broadcast room was the first industry-oriented AR immersive live broadcast form, innovatively integrating home appliances into different AR theme scenarios, driving Haier to achieve impressive results of 37.78 million in all categories. In May, Gome Electrical Appliances launched the first AR live broadcast in KA stores in the province, innovatively adopting multiple customized naked-eye 3D scenes, linking many first-line brands, with nearly one million views on the entire network, which is well received and popular.
In addition, improving the membership system is also an important way for shopping malls to enhance customer stickiness and cultivate private domain traffic.In the first half of the year, Ginza Group made every effort to increase its investment in online development, and launched a series of innovative marketing activities to meet consumer needs and ensure supply; during the suspension of physical business, Henglong Plaza gave members a number of welfare care such as yogurt, vegetable gift packages, etc., to maintain members well; Weijiazhuang Wanda and High-tech Wanda established a special community to allow merchant activities to reach consumers in real time, and while precise marketing, it enhanced customer stickiness.
new upgrade - diversified upgrade and transformation rejuvenates "new life"
Faced with the continuous upgrading of consumer demand, many shopping malls and shopping centers are seeking breakthroughs in business models, business format layout, shopping environment, etc., and through diversified upgrades and transformations or creating Internet celebrity effects, they will enhance their competitiveness.
Take Jinan Henglong Plaza as an example. The upgrade and renovation that began in 2021 is the largest adjustment since its opening. It covers multiple dimensions such as shopping mall property renovation, introduction of international brands, and entry of high-end cosmetics. It uses younger designs and colors and elements loved by the new generation of consumer groups, aiming to create a new social space.
At the same time, shopping malls and shopping centers, as carriers of leisure and consumption, pay more and more attention to the creation and innovation of scenes, providing consumers with multi-dimensional shopping experiences such as visual, social, and consumption.
In the first half of the year, Jinan Ronghui Old Commercial Port successively created many Internet celebrity check-in points such as Giant Love, Rose Waterfall, Strawberry Bear, etc. in the block, and has been on the hot searches in the city many times, leading to the check-in craze.
Jinan Vientiane City makes full use of indoor and outdoor spaces to create a unique natural, artistic and festive atmosphere. It has launched MICCO New Year Good Luck Flower Market, Tulip Flower Sea, Pop Mart Cherry Blossom Exhibition, and "Flower Sea" and other check-in points at the Spring Festival, Mother's Day, 520 and other nodes, becoming a new landmark for check-in in Jinan Internet celebrity. A relevant person in charge of Vientiane City said that focusing on consumer experience and scene creation is one of the ways that Vientiane City has always pursued to bring a "sense of happiness" to the city.
High-tech Wanda Plaza Shopping Mall has created a "one city, one flower" and "rose forest" check-in point; Weijiazhuang Wanda Plaza has created a "Lotus Pond and Sex" scene atmosphere during the "Wandapai" period, attracting consumers to come and experience it.
New expectations - major shopping centers in the second half of the year are full of highlights
Overall, many new actions of major shopping malls and shopping centers in Jinan in the second half of 2022 are very worth looking forward to. In addition to the adjustment and upgrading of the original shopping centers, new commercial projects are also about to be unveiled.
According to reports, Jinan Vientiane City will soon launch a series of exclusive city fun activities during the summer, including Menglong pop-up store, "Summer Encore" exclusive summer party, DINOLAB Dinosaur Exhibition, Hot Blood Basketball Tournament... Let this summer be exciting. Weijiazhuang Wanda will continue to adjust its in-store layout to improve its brand tone. In the second half of the year, it will pay more attention to quality that fits Jinan consumers' love of fashion and trends.
, and the upgrade and renovation of Jinan Henglong Plaza will continue. In terms of infrastructure, customers' service experience will be improved through more convenient interactive systems; in terms of brands, the proportion of high-end cosmetics, watches, jewelry and other categories will be increased. Some international brands will open in the next 2-3 years, bringing more international vision and fashion to Jinan. According to reports, after the completion of this renovation, Hang Lung Plaza will transform from a sub-high-end shopping mall to a high-end shopping mall.
It is worth mentioning that Huanyu City will be unveiled in the Huashan area of Jinan in the second half of the year, filling the commercial gap in Jinan North City, and providing a new shopping social landmark for nearby families, college students and young trendy customers. The new space of Vientiane City will also bloom in mid-August. The new area is positioned as a city social and vitality field, and will open more than 30 shops at the same time, covering diverse lifestyle brands such as catering and entertainment that have entered Shandong for the first time, becoming a supplement and upgrade to the original business format.
