Entertainment Marketing In China'S Shopping Malls Intensified

Take Hangzhou as an example, 100 duo A dream secret props recently appeared in Hangzhou Xixi impression city, Hangzhou Tower 21st anniversary celebration September opened sweet Carnival as "SUGARLAND candy paradise", Hangzhou the Mixc opened the "Disney 90th anniversary celebration" tour in July.

The initiator of the industry is probably the intime business group, which held the theme of "big children" activities in May and June this year, HelloKitty40 annual celebration and creative British theme exhibition. Last year, the theme of group celebration was "little monster".

For decades, shopping malls, especially department stores and shopping malls, are the chief complaints. Customers are shopping and shopping, and shopping centres are sales promotions.

In the era of experience economy, the rise of international shopping centers, department store shopping centers, customer experience first, some seemingly appealing to shopping malls and commodities, but even touching the hearts of customers, and the relationship between customers and emotions, only customers have no reason to come to the mall.

Such reasons usually have six elements, evoking innocence, attracting family consumption, shopping entertainment, homogenization of commodities, discounts, and electricity providers.

Since the beginning of the past year, some children's day has been celebrated in some shopping centers of the second tier cities.

The pressure of modern society is greater. After the 1980s and the 70 generation of childishness, the mobile Internet is helping the world. Over 61 is to recall childhood and enjoy innocence.

It can be seen that arousing the innocence of the customers is a business's inadvertent direct attack on human nature.

The main function of the shopping center is to eat, drink and play together, such as coffee, movies, wives, grooming, clothes, children going to amusement parks, rink, family eating and shopping.

To the traditional department store, the wife is the protagonist, because she wants to buy clothes and cosmetics; while shopping centers, new department stores, children are often the protagonists, parents accompany their children to play, so cartoons and other non commodity promotions are most attractive to children.

The proportion of household consumption is increasing.

Media and shopping malls are very similar. They are all about content, channel and relationship.

Take the TV media as an example, Hunan TV, Zhejiang satellite TV and Jiangsu satellite TV, the top three of the provincial level satellite TV stations, are all entertainment stations.

In the early years, they should all be provincial mouthpieces and news stations.

A few decades ago, the supply and marketing offices and department stores were shopping by customers. This was in short supply. Later, the contents of the shopping malls were gradually enriched, and the consumption level of the people increased gradually. But shopping was also a serious matter.

Later on,

Fashion is also changing, and fewer and fewer fabrics may be sexy. More and more styles may look at the mood, and the channels are more diversified. Customers start shopping to please themselves, shopping becomes a fun thing, and entertainment comes into being, and the relationship is different.

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Li said that homogenization of commodities is a serious problem.

Between the two shopping malls, brand repetition rate is around 50%.

The location, location, goods and services are similar. Why do customers come here shopping with you?

Suppliers and department stores are also a pair of happy friends because there is a game.

Strong stores dominate most brands, and strong suppliers dominate in most stores.

Market development and pricing power are all in branding and shopping malls.

In the early years, buying and selling, full sales reduction had made the stores business hot. In the past few years, the electricity supplier has a lower discount. Different stores have similar discounts.

In a word, the discount is too old for dinner.

The advantages of physical stores are not small. In the era of rising electricity providers, the most irreplaceable is experience.

And those activities that have nothing to do with goods are basically customer participation.

He joined in and became a "he" thing.

With the advent of the fans economy, shopping malls need more and more customers.