More And More Leisure Experiences And Interactions In Shopping Malls Are Attracting More And More Attention.

Stepping into the "9:30 era"

Wu Yunzhou, who lives near Peach Blossom Street, is a typical office worker. Unlike the previous 8 hours after watching TV at night, he and his girlfriend have set up plenty of shopping hours in the evening.

"There are more places to visit in the evening, and I feel like a big city."

Wu Yunzhou said that because of his working relationship, he often travels to some second tier cities in the country. Compared with those cities, the comprehensive shopping malls in Yantai have not yet been popular. But with the opening of Yuehua city and Wanda, Yantai's nightlife is also "tall and up".

The opening of the Zhifu store in Wanda Plaza has brought new vitality to the South Street business circle. The business hours at night extended to 9:30 p.m., and the business hours of Yantai shopping malls in winter only lasted until 8:30 pm to 9 p.m.

"The business hours established in Wanda Plaza are linked to the consumption environment in the city."

Wanda Plaza Zhifu business management department, a person in charge, after more than half a month of observation, found that the effect is good, until 9 o'clock in the evening there are still a considerable number of people.

Like Wanda, the business hours of winter nights in the great joy city also last until 9:30 in the evening. The supermarket closes at 10 in the evening, while in other areas such as KTV, bars, cinemas and so on, the business hours are longer.

Compared with the deserted commercial streets after 8:30 in the evening, Yantai's "new business circle" has been spending 1 hours in the winter.

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"It used to be a layer of ramble, but now there are more interesting places."

As a fashion fad in a friend's mind, Xiaoxia, who worked for an advertising agency, used to complain about the monotonous layout of Yantai shopping malls.

In her impression, the previous shopping malls are mainly department stores, and there are fewer places to sit down and rest. Now more and more leisure projects are moving to the shopping mall.

Shopping malls are not only places for shopping, but also places for leisure and fun.

In the past few years, the shopping malls in Yantai have rapidly completed the pformation of their business models and brought new consumption experiences to the public from the dominance of the department stores in the past to the introduction of restaurants, cinemas and recreation.

Since last year, Zhenhua commercial building has been pformed and upgraded, and cinemas and dining areas have been set up outside the clothing department stores.

Zhenhua shopping center and Zhenhua international two shopping malls also quietly completed the change. In the past, department stores ignored the dining and leisure activities outside, and gradually became the main force for shopping malls to attract customers.

And tradition

In contrast to the pformation of the home market, the aftermarket participants such as joy city and Wanda are moving to a new stage, moving directly to the new shopping mall mode in Yantai, accounting for almost 1:1:1 of shopping, catering and leisure activities.

When people enter shopping malls, they are no longer simply shopping, but they become a comprehensive consumption experience.

"Traditional department stores reduce the viscosity of customers, and mixed formats become the mainstream of shopping malls."

Yang manager, who has been engaged in marketing and marketing for nearly 10 years, said that with the development of e-commerce and the surge in the volume of traditional department stores, the attractiveness of traditional department stores to the public is decreasing. More and more forms of entertainment such as food and leisure are being introduced into shopping malls.

Shopping malls are more grounded

Since the second half of last year, with the opening of Yueyue city and Wanda, the downtown area of Yantai has increased by 400 thousand square meters.

In the face of fierce competition, several shopping malls have tried to "draw" their attention to customer groups, and strive to create characteristics. Some of the more popular theme marketing activities have become a major highlight of the current Yantai shopping malls.

During the busy season of traditional retail, entering shopping mall such as joy city and Wanda, apart from the traditional marketing methods such as discounts and concessions, the thematic marketing mode of toy shows and concerts is very bright.

"Thematic" feature marketing is fast and superordinate, and people enjoy a new experience after shopping.

Since the end of last year, Joy City has launched the "Teddy 111th anniversary commemorative Exhibition", which has been sought after by many young consumers.

During the new year's day, Wanda and joy city launched children's dramas. Wanda opened a new year's Carnival rock concert, and the joy city held a 2015 welcoming party.

According to the analysis of the industry, compared with the traditional marketing mode based on commodity discount, this "thematic" experience marketing not only provides goods and services to consumers, but also enhances the feelings of consumers and consumers, shopping malls and consumers.

In the era of experience economy, the core of experiential marketing is to cultivate loyal consumers.