Hangzhou City Department Store Theme Experience Wind

< p > < strong > experiential activities instead of < a href= "http:// www.sjfzxm.com/news/index_c.asp" > discount promotions < /a > /strong > /p >

< p > < strong > shopping malls change the rules of the game < /strong > /p >

< p > in the recent Tanabata Festival, Miss Zhang clearly felt that the major shopping malls were arranged well, and there was no general "big move".

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"P >" in the past few days before the holidays, the mall will launch a very small promotional activities.

In addition to several such activities this year, most of the shopping malls are quiet. "

Miss Zhang said.

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< p > in fact, the activities of < a href= "http:// www.sjfzxm.com/news/index_c.asp" > shopping mall < /a > are not as "reduced" as Miss Zhang said, nor are they not discount sales promotions.

On the contrary, these routine activities are in fact only weakening the publicity and promotion of these activities.

The shopping mall's attention turned to experiential activities.

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< p > during the seventh day of the seventh lunar month, all the stores of Yintai business, lakeside in77, Xixi impression city, ancient pier impression city, Jie Bai shopping plaza, and other famous stars have launched their own thematic activities. Only a few shopping centers such as Bailian, the Mixc, and other stores are still selling discount promotions and "full delivery" activities.

"Because Bailian is an outdoor environment, we rarely do thematic activities."

Bailian Fang said.

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< p > "the activities of Yintai this year mostly take < a href=" http:// www.sjfzxm.com/news/index_c.asp "> experience < /a >.

Yintai staff said, "now our idea is to reduce promotional discount activities and increase experiential interactive activities."

The Hello Kitty theme exhibition launched in May and June has kept many children and friends fresh.

On the seventh day of the Seventh Festival, the creative activities of "love Cube" and "moustache" attracted many customers' participation.

In recent days, the holographic projection exhibition featuring love science is being staged in Yintai City, west of the city.

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< p > < strong > price war is no longer popular. < /strong > /p >

< p > > strong > department stores turn to experiential marketing < /strong > /p >

< p > discount, "full to reduce" and "full to send" have become the main marketing mode of shopping malls in quite a long time.

Today, however, prices are no longer a versatile weapon. Consumers generally have a "sense of exhaustion" between price wars between stores.

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< p > "now consumers are getting tired of sales promotion such as discount on shopping centers. Holding experiential theme activities can increase customers' freshness."

According to the industry, customers' participation in the shopping mall will enhance their sense of identity, so that members can be well stabilized.

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"P," said Xiang Xiang, senior director of China Commercial Service Department of CBM, pointed out that the issue of homogenization of thousand shops is more prominent in physical shopping malls, and the introduction of thematic activities and interactive activities can solve this problem.

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< p > the general saying is that experiential activities are not like discount promotions, which can instantly effect passenger flow.

But during the just concluded Doraemon theme exhibition, Beijing Chaoyang Joy City showed an overall passenger growth rate of 45% and an overall sales growth of 30%.

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