When cross-border marketing becomes a daily marketing behavior, how to keep the cross-border marketing of shopping centers in the memory of consumers has become a new topic in this field.
First, exquisite camping
With the improvement of living standards, people began to pursue the quality of outdoor camping and embarked on the road of exploring how to make outdoor camping more comfortable, more beautiful and more sense of belonging. Glamping (exquisite camping) came into being, subverting people's impression of the difficult conditions of traditional camping.
Shenzhen Wanxiang Tiandi
KOLON SPORT can promote the beautiful camping festival.
Korean national treasure outdoor brand Kelon moved camping into Gao Jie Vientiane Tiandi, the center of Shenzhen, and created an immersive outdoor aesthetic feast "Gathering Days and Beauty Camping Festival". During the camping festival, Kelon set up a coffee shop and a pet-friendly area specially designed for cute pets, so that owners and shovel officers can relax and have fun. In addition, all-day interactive experience, sports challenges and passionate music shows are available.
Second, the national style of ancient rhyme
Nowadays, the superposition of the great emotion of the times and cultural self-confidence makes the keywords about "national tide domestic products" appear frequently, and "national wind" has become an unavoidable weather vane. The scale of Hanfu fans has increased, and users of Guofeng games have ushered in a blowout. Guofeng music is deeply loved by young people under 25.
Generation Z, represented by the post-90s generation, set off a wave of traditional culture. Consciously loving, sincere and confident, more and more young people constantly "break the circle" and actively embrace excellent traditional culture. Traditional culture is no longer boring, but becomes interesting in form and content, which is an important reason why more and more young people like traditional culture.
Shanghai Hongqiao Nanfengcheng
Create "Chengnan Ancient Lane" Antique Market
Shang Feng Street in Nanfengcheng, Hongqiao has created an immersive antique feast-Chengnan Ancient Lane in the thick autumn. National elements such as red lanterns and traditional national flags can be seen everywhere. While visiting the antique market, you can also watch traditional tricks, play interesting games and show beautiful China clothes. Two-week immersion experience will take you one second to cross the Millennium Gu Xiang.
Third, immersive experience.
With the rapid development of science and technology, shopping centers are developing into "experience economy" mode. By creating an immersive commercial beauty that is both ornamental, entertaining and interactive, we can enhance consumers' experience and participation in shopping centers, make people integrate into them, profoundly change the static image of shopping centers in consumers' minds, and become an effective "weapon" for major shopping centers to attract gold and drain.
Guangzhou taikoo hui
Launched the immersive drama "Top Ten Gifts 10 Gift Shop"
The 10th Ritual Shop, the exclusive immersive drama for the 10th anniversary of taikoo hui in Guangzhou and the 10th anniversary of taikoo hui in Guangzhou, was jointly created by the Shanghai version of the immersive drama Sleepless Night.
Gift Shop 10 is divided into two experience versions: immersive drama and immersive exhibition. The experience lasts about 30 minutes and requires two people to form a playmate.
In immersive drama, consumers can meet real actors in the scene and jointly promote the development of the plot; In the immersive exhibition, consumers follow the guidance of headphones and explore the inside of the device. After the experience, consumers can buy derivatives at 10 gift shop and enjoy the 10 anniversary dessert with their playmates.
Shanghai Wanda Cinema
Launched an immersive script to kill the brand "Wan Ying Pursuit"
In August this year, Shanghai Wujiaochang Wanda Studios launched an immersive script to kill the brand "Chasing Ghosts", transforming the original cinema hall into four game rooms with different themes. According to the public comment shop, at present, Wanying Pursuit of Immersive Script Experience Hall has 43 bookable desktop scripts. The number of people with different scripts ranges from 5 to 10, and the unit price of most scripts is 1 18/ person.
The case of cross-border immersive drama in shopping centers is a relatively innovative exploration at present. Through the experience content that young consumers like, attract consumers to the scene, and at the same time, after integrating the brand concept of shopping centers into the script, guide and enhance consumers' understanding of shopping centers step by step, break consumers' inherent impression of shopping centers and improve users' stickiness.
Fourth, the anniversary
Nowadays, shopping centers hold anniversary celebration activities, and pay more attention to meeting the cultural art consumption at the spiritual level. In addition to traditional profit-making activities such as full reduction, discount and points, shopping centers are pursuing digitalization, youthfulness, immersion and participation in birthday celebrations.
Chengdu raffles
The 9th anniversary of Come to Earth.
Raffles City and Kendall Mountain Film Festival held large-scale outdoor cultural and lifestyle carnivals.
As one of the classic brands of international mountain outdoor sports, Kendall has joined hands with Chengdu Raffles City to create "Discovering the World"-Kendall Adventure Mountain Film Exhibition, "Challenge Mountains and Seas"-Extreme Sports Challenge, "Exploring Life"-Glamping Camping and Outdoor Experience in the City &; Three thematic chapters of creative base camp.
Beijing indigo
The 9th Anniversary Art Festival of "In+ Young and Strong, Walking with Art"
Indigo joined hands with many young avant-garde artists such as Central Academy of Fine Arts, Tsinghua Academy of Fine Arts and Tianjin Academy of Fine Arts to bring the ninth anniversary art activity with the theme of "IN+ Young and Strong", so that visitors can feel the soul collision and comfort in a unique artistic atmosphere. In addition, we jointly launched the "AR Travel Card" experience with Aibee, a leader in digital and intelligent offline space. Online channels and offline exhibitions are linked in two directions, taking the lead in entering the "commercial hyperuniverse" space, so that customers can feel the hottest sci-fi hyperuniverse experience at present.
Verb (abbreviation for verb) memory killing
In recent years, there has been an upsurge of local cultural theme blocks in China. People's love and recognition of theme blocks is largely the result of emotions or emotions, and local cultural theme blocks and theme exhibitions just hit this "pain point". They satisfy the demands of the target customers through ingenious empathy space design, so that the commercial street can meet the personalized consumption needs and constantly arouse emotional resonance, and get more passengers and consumption.
Shanghai TX huaihai
"Vans Fande Foot Massage Hall" Pop-up Shop
On VANS Tmall Super Brand Day, Mr. Fan Zhiyi, the Asian Footballer of the Year, appeared as a curator, sharing his foot protection with the guests present. A free customization area was set up at the event site. Guests can deeply experience the creative features of the brand and feel the unique fun of free customization by customizing their own exclusive Vans shoes. Created a foot massage area, old street and other punching areas, restored the video scene, and invited skaters to show their skills on the spot. As soon as we entered the venue, the display stand filled with soda boxes, the blackboard "Strengthen Exercise and Strengthen Physical Fitness", the red washbasin, the white tea urn, the radio and the thermos all brought us back to the 1980s.
label
With the social and economic progress, the demand of young people of generation Z for shopping centers is constantly changing. Shopping centers should always have an insight into consumers' psychology, create a commercial scene with temperature, create a new marketing model, stimulate the development vitality of the city and transcend commercial boundaries.