From the "sweet and sticky" stove delivery, the cleaning of "more and more dusters", to the window cutting of the Spring Festival, the keeping of the Chinese New Year's Eve, the "opening of the door and cannon battle" on the first day, to the "rush to the head of the road" to pick up the god of wealth, the fifteen lantern guessing puzzles, the spring customs of Lao Chenguang, in Shencheng, some of which have faded away, some of which have been renewed for a long time, and there are more trendy ways of playing, so that the "Spring Festival stalls" in Shanghai are more colorful and red-hot.
With a deep local business and cultural origin, Bailian Co., Ltd., together with many brand merchants, public welfare organizations, art, science and technology and other social forces, with the unique flavor of the Haipai intangible cultural heritage paper-cutting art as inspiration, brings red envelopes, good taste, Winter Olympics, art, community, science, public welfare, digital and other eight major themes "Fancy New Year" new posture; more than 30 stores in Shanghai also present a New Year feast for people in Shanghai For the New Year, and through the company's layout in the Yangtze River Delta and even the whole country, the Haipai New Year flavor is integrated into the new customs and customs of the local people.
100 million yuan red envelope good year taste: the north and south of the river into the New Year shopping and food feast
Bailian Shares' "Fancy New Year" New Year activity not only prepared a rich cultural feast, but also launched a multi-wave, solid consumer package. Since January 10, the "Red Envelope New Year" has distributed 100 million yuan of consumption coupons, and exclusive categories such as famous products, gold jewelry, sports and other exclusive categories have come to provide consumers in more than 9 provinces with a heart-warming consumption experience, and promote domestic consumption replenishment and potential release.
"Good taste of the New Year", the color and fragrance are stronger. In order to make the Chinese New Year's Eve meals of more families more abundant and convenient, Bailian Co., Ltd. also launched the "Bailian Hundred Feasts and Hundred Flavors" activity. Consumers can order a variety of Chinese New Year's Eve lunch gift boxes from the catering merchants in a number of stores under Bailian Co., Ltd., and easily enjoy the "authentic" family banquet new year flavor and reunion atmosphere. Its whole food market RISO will also appear on Shanghai TV's "Shanghai New Year", bringing a healthy, safe, exquisite and diversified gastronomic life experience.
Epidemic prevention and development "double promotion", health and consumption "two mistakes". The Bailian shares "Fancy New Year" large-scale New Year activities, to ensure that the consumer market during the Spring Festival is continuously hot, the intensity is not reduced, so that consumers can shop at ease, buy happy, more than 40 stores across the country actively implement various epidemic prevention measures, put the "entrance and entry", "cleaning and disinfection pass", "personnel management pass", "place flow restriction pass" and "certificate inspection pass"; with the epidemic prevention "five passes" to build a safety defense line.
The "new inheritance" in "Old Memories": blooming the charm of traditional art, and worshiping new tricks in the new spring
Haipai paper-cutting, also known as "pattern" in Shanghai, is a folk art with Shanghai cultural characteristics in the 1930s and an intangible cultural heritage. In the improvisation of the "Lotus Classic", the traditional paper-cut composition form and modern urban fashion elements are integrated to carry out a new interpretation; in the hands of the new generation, the intangible cultural heritage in the "Old Times" is full of vitality and artistic appeal. The theme of "Fancy New Year's Greeting" of Bailian Shares is derived from this, and a series of "Art New Year" activities have come out with new tricks in the upcoming New Year of the Tiger.
It is understood that from January 20, at the western starting point of "China Commercial First Street", visitors can enjoy the "Fancy New Year" light and shadow interactive exhibition jointly presented by Bailian Shares and the innovative digital art agency OUTPUT under the first department store commercial center, and feel the charm of modern art interpreting traditional culture. Scan the QR code on the spot, you can participate in online interactive answers, generate exclusive images, and upload through the Mini Program to share unique New Year greetings.
The red paper-cutting is a bright color in the Spring Festival, and it is also a symbol of reunion and beautiful culture in the Chinese New Year, and also adds a festive "Chinese red" to the upcoming New Year. Want to experience the art of paper-cutting with your own hands? During the festival, consumers can go to more than ten stores such as The First Department Store, the flagship store of the Orient Commercial Building, and Bailian Youyi City, and be guided by the art inheritors on the spot, and use the "Haipai" style paper-cutting to "cut" out the tricks to bless their wishes.
In the "Art New Year" activity, Bailian Co., Ltd. also held a number of cross-border art exhibitions for consumers. Including the "Fancy New Year' And Times Statue" joint art exhibition co-created by artists from various fields such as installation, calligraphy and graffiti in the atrium on the 1st and 2nd floors of Yaohan, the art exhibition of "Yunnan Mountain Lifestyle" in huaihai 755 presents a picture of mountain life that integrates Lijiang, yunnan, humanities and art; and the INNERSECT 2022 international trend culture experience exhibition of Bailian TX Huaihai opens a new round of exploration of China's trendy neighborhoods. On the occasion of the Chinese New Year, the city's commercial spaces are enhancing the festive atmosphere with imaginative and unique art forms.
The heart of the new era: public welfare to welcome the Spring and Winter Olympics, online and offline New Year greeting new posture
In the New Year of Shanghai, people from all over the world will encounter different wonderful; the emotional ties born from reunions and nostalgia are common memories and expectations, and the warmth, care and watchfulness brought by the "Year".
"Public welfare new year", warm currents. On January 25, Bailian Co., Ltd. will cooperate with The Morning News to open a public welfare device of "Sound Post Office" in the first department store center. The "wanderer" in Shanghai New Year can record his personal Experience of Haipai New Year's Flavor through the digital technology in the joyful "Sound Post Office" Meichen device, customize an exclusive sound postcard, and send thoughts and blessings to distant relatives and friends.
At the same time, Bailian co., Ltd. also joined hands with Lianlian to promote the "Treasure Cottage", giving full play to its advantages of having many stores and wide coverage, adding a safe and interesting community activity space for the migrant children in Shanghai, helping diversified and sustainable disadvantaged children to grow and care; at the same time, calling for the "trickle-down effect" through charity sales, matching donations, crowdfunding, volunteer services, etc., to mobilize more social forces, practice corporate responsibility, and gather upward strength.
"Popular Science New Year", fun puzzle. Bailian Co., Ltd., together with China Aerospace ASES and Shanghai Museum of Natural History, has planned a series of participatory, rich and interesting activities to deliver the popular science culture feast to the doorstep of the community to meet the exploration desire of adults and children. Among them, the "Space Dreamer" activity, including nearly 20 courses such as fantasy starry sky and luminous milky way, can be attended by consumers in 13 stores under Bailian Shares, such as First Department Store, Yongan Department Store, and Bailian Central. Through the interaction of space science popularization classes and art production, we will understand the knowledge and technology of space and stimulate enthusiasm for exploring the universe. The "Bailian Natural Playhouse" activity cooperated with the Shanghai Museum of Natural History encourages children to broaden their horizons, increase their knowledge and enrich their Chinese New Year holiday life through more than ten kinds of interesting courses.
In order to let consumers feel the charm of the Olympic Games without leaving Shanghai, Bailian Co., Ltd. and "Five Star Sports" launched a special program of "All Kinds of Tricks and Ice and Snow Blooming", conducted street interviews in 18 stores, and filmed Q&A videos about the knowledge of the Winter Olympics. The "Winter Olympics and New Year" interweaving the national movement with the Chinese New Year into a vibrant and unique picture.
"Digital New Year's Greeting", virtual characters break the dimension to celebrate the New Year. Following the digital idol Gina as the popular "Yuanguanxuan" first Yaohan 2021 end-of-year carnival as the beautiful life experience officer of Bailian Shares, the commercial retail industry across the country has rushed to open the "yuan era" of digital entertainment. It is revealed that during the Spring Festival, the digital technology of virtual and real integration will enable Gina to achieve cross-store New Year's greetings, once again bringing consumers a new expression of "Yuan Bai New Year".
"Community Greetings", the community welcomes the spring and warms people's hearts. More than 700 communities in more than 30 stores under Bailian Co., Ltd. focus on the topic of Fancy New Year greetings, introduce traditional New Year customs, let the community New Year flavor continue to be online, and help the community New Year atmosphere. On social media such as Weibo, the hot topic of #New Posture of New Year's Greetings was launched, driving interactive exchanges of new ways and new atmospheres across the country.
It is reported that in the middle of January 2022, the New Year's Day activity of Bailian shares has achieved double-digit growth. The "Fancy New Year", which is held during the Spring Festival, further covers more than 20 novel activities such as welcome shopping, special Chinese New Year's Eve rice, intangible cultural heritage paper-cutting art, Winter Olympic theme interaction, public welfare exhibitions, science knowledge classes, virtual idols, etc., presenting a more peaceful, healthy, dynamic, heart-warming, pleasing and beautiful "Chinese New Year", playing a new "trick" during the Spring Festival, adding "new dishes" to the Haipai New Year, providing new impetus for further building the Shanghai shopping brand, and helping shanghai international consumption center cities to build a new chapter.
The Chinese New Year and cultural experience are intertwined and integrated, so that the New Year flavor is stronger, the human feelings are warmer, and the consumption is more prosperous.
About Bailian Shares
Bailian Co., Ltd. is a large-scale comprehensive listed company under Bailian Group that mainly focuses on retail operations. Covering department stores, shopping malls, outlets and other retail formats, adhering to the "continue to create a better life around you", based on Shanghai, radiating the whole country, with the first Yaohan, the first department store commercial center, the Oriental Commercial Building (flagship store), Bailian South Shopping Center, Bailian Outlets Plaza, Yongan Department Store and other more than 40 well-known member enterprises.
TO