Yintai Department Explores Cultural Marketing And Takes The Road Of Innovation

From December 24, 2014 to January 3, 2015, Yintai department store The "red deer store", "the heart flower deer" put the theme activities together with the ancient "deer tribe" to restore the initial life habits of the Ewenki people, giving the consumers a rich feast of national culture.

　　 Reindeer, birch bark painting, song and dance, touch and touch three senses collision

This event, intime department store from a thousand miles of the root of the river town of Ao Lu Gu Ya Township, the only Chinese reindeer into the capital city, every reindeer and their reindeer dressing up, in a twinkling, dozens of sitting on the reindeer car, "Santa Claus" appeared in Yintai Dahongmen shop. Visitors can visit the reindeer in sequence and take photos with reindeer. Consumers who buy the full amount can receive Moses for free or enjoy exclusive privileges.

Besides, in the underground courtyard of Yintai, there are many birch bark. raw material The exquisite handicrafts enable the general public to fully understand the daily life of deer. In order to enhance the participation and interaction of activities, reindeer invited consumers to teach the craft of bark painting on the spot, and birch bark painting was recognized as the intangible cultural heritage by the first batch of the country. It also made consumers understand the essence and accumulation behind them.

The deer and its people, who loved singing and dancing, showed their natural performances to the audience at the scene, singing melodious and dancing. Inspired by animal life portraiture, they led the audience together to perform the sacrificial dance of the bear.

　　 The road of cultural marketing is successful, and the win-win situation of "commerce, culture and consumers" is achieved.

Discount promotions, magnificent landscapes and interactive activities are common methods of commercial real estate in the Christmas season in recent years. Landscape lighting, lighting and design are increasingly becoming the best means for commercial real estate to attract consumers.

Most businesses choose to integrate with the international market, hire famous foreign designers to make high-end design landscapes and show their lights. Yintai Department chose to cooperate with the ethnic group of the deer nationality and the name of this ethnic group. When it ended in 2014, it seemed that Yintai chose to inherit one another.

　　 Old culture needs commercial platform

The deer department is one of the three major tribes of the Ewenki nationality in China. It is located in the Ao Lu Gu Ya Ewenki township of Quanhe City, Inner Mongolia. It is the only producing area of the rare and precious animal reindeer population in China. According to the public data, there are only 200 remaining people in China.

If there is no commercial platform like intime department store and a chance to display the ancient culture, who can know that in our country is rich in such an ancient and natural but dying ethnic group? Who can understand that the auspicious three treasures that were passed through CCTV were the descendants of the Ewenki nationality?

　 Link reindeer, pay close attention to consumers' pain points

The reindeer is the key to the success of the cultural marketing of Yintai department store. It is the original desire and vision of all people to drive the reindeer Santa Claus into the chimney.

Yintai is precisely to grasp this expectation of consumers, to restore the most fundamental scene of Christmas, to realize the carnival of the kilometer snow park and revel with the real reindeer, and to combine the simple and natural culture of the famous race, so that consumers can understand and cherish the only deer family that we have. It is reported that on the 25 day of Thursday, the number of visitors during the day increased by tens of times than before. With a series of marketing activities, the sales volume of the Yintai Christmas season also increased rapidly.

　　 Enterprise setting up, Cultural singing opera Modern civilization should coexist with ancient culture.

When the city of Beijing is full of magnificent landscapes, Yintai red store, which has a national flavor, is even more unique. The arrangement of the grounding gas and the real reindeer from the ancient nation instantly shortened the distance from the consumers. Yintai Department promotes the spread of deer culture and promotes consumers' sense of mission. The move has also won the recognition and respect of consumers and the public.

In an interview with reporters, intime Department official said: "at present, some scholars and social workers are calling for and rescuing deer culture. Many people have been there to make deer Ewenki tribes, weep, sigh, write poems and make documentaries for their culture. But the real protection and inheritance of its culture is still too little. The progress of civilization and the development of society can not be simply measured by the level of material life. More importantly, we must keep these civilizations and cultures at the same time of improving our living standards. "