The Bund is the epitome of Shanghai's century-old style and a symbol of the city's elegance and luxury. Today, under the tireless operation of BFC Bund Financial Center (hereinafter referred to as BFC), the Bund is given artistic temperament and fashion charm.
Moving, growing and rising, around the brand DNA of "Fashion, Design and Art" (i.e. FAD), BFC has continuously increased its size after successfully operating the two major industry IP of Bund Maple Trail and self-operated main stores, and has created a commercial brand image unique to the Temperament of the Bund through upgraded brand configuration and three-dimensional theme activities. Today, this all-ecologically immersive commercial landmark on the Bund is beginning to take shape. NetEase Business Home took this opportunity to record the second year of BFC's growth.
01 Model student of all-round marketing activities
The acclaimed and popular market activities have become the "golden signboard" of BFC. In 2021, BFC will create a number of themed IP events, not only the famous Bund Maple Trail, but also a number of large-scale theme seasons and festivals. With a wonderful combination of market activities, BFC continues to create topics, so that the city's heat is focused on the Bund, and it gives young customers a reason to return to the Bund. In all respects, it can be called a model student of marketing activities.
Bund Maple Trail is the IP representative of Shanghai's night economy and a major engine for BFC to attract passenger flow. In NetEase Business House's "Shanghai Night Market Voice List", the Bund Maple Trail has dominated the list for a long time, especially in multiple dimensions such as activity duration, theme richness, multi-platform dissemination, etc. The Bund Maple Trail is the first in Shanghai, which can be called the vane of Shanghai's night economy.
With the most textured night Bund, it shows Shanghai's night economy culture. In 2021, on the basis of becoming the main store of the passenger flow engine, bund Maple Trail has repeatedly upgraded and changed costumes, and has closely cooperated with the mall's large-scale activity season, becoming an important platform for the three-dimensional activity layout of the mall, which not only provides perfect commercial supporting services for the customer base in the activity season, but also helps merchants to go outdoor to serve consumers, which is the embodiment of BFC's resource integration ability.
Not only that, taking "fashion, design and art" as the starting point, BFC has successively held large-scale theme season activities such as art season, summer music season, wave making season, fashion cohesion season and warm winter music season in 2021, as well as new spring, Mid-Autumn Festival, Halloween carnival season, Christmas season and other festivals, so that each month's BFC has a customized theme, and the heat is endless.
Overall, under the main framework of large-scale activities, BFC will also organize a series of small activities in various forms, resulting in a three-dimensional combination of fist effects, multi-point interaction, quite layered. Taking the art season from March as an example, the entire BFC presented a series of interactive activities to shape the Bund into an immersive art scene, and customers can also participate in outdoor art co-creation. At BFC Art Season, everyone is a creator and everyone is an artist.
The first BFC Bund Music Season during the "66 Nightlife Festival", BFC held outdoor music performances and activities close to the public, and through cooperation with NetEase Thorn, Modern Sky, Small Universe and other resources, presented a variety of forms of expression and content such as electronic music, rock, hip hop, and pop in the music season, attracting the attention of the whole city.
Art, fashion, music and sports are all themed activities based on interests and preferences, and each has a large community of interests. Large-scale themed events organized around these communities can effectively attract these vertical customers through professional content and services, and can also serve a wide range of consumers on the Bund Maple Trail and theme performances. It is revealed that in the future, BFC will accurately reach the fashionable interest community and continue to deepen the cultivation through targeted recruitment and organizing in-depth community activities, so as to strengthen the perception and stickiness of THE core users of FAD.
02 Self-operating attitude sets the tone and shapes the Bund lifestyle
The self-operated main store matrix is also one of BFC's iconic IPs. At present, BFC has six main self-operated stores: Kyoto House, Bund Bookstore, Bund Boutique Supermarket, BFC FITNESS, ON/OFF Designer Brand Collection Store and Aaddd Beauty Lifestyle Collection Store.
Among them, aaddd is a new beauty lifestyle collection store launched by BFC in 2021. Focusing on the consumption preferences of the target customer group, more than 40 domestic and foreign brands have been introduced in more than 200 square meters of space, involving high-end men's and women's skin care, fashion makeup, perfume and other products. BFC has enhanced the richness of business formats for shopping malls with the popular beauty collection stores, providing core customers with consumption scenarios suitable for punching cards and planting grass, and also conducive to content dissemination on social media platforms.
Kyoto House is a transnational strategic cooperation project between Fosun and Kyoto Prefecture in Japan, as a platform for cultural interaction and business exchanges between China and Japan, Kyoto House integrates exhibition, experience and cultural dissemination. With the blessing of BFC's own operation, Kyoto House has become a display window for mall-themed activities. Last year, Kyoto House held a number of "Kyoyaki Shimizu yaki" Chinese special awards, as well as "Kasuga Hanami", "Ukiyo Wanhua Mirror" tea party, "Mogami Hanami Hanami Experience" and other Japanese-themed cultural activities, closely coordinated with the large-scale theme activities of shopping malls, adding business differentiation and cultural tourism attributes to BFC, while also cultivating its own community culture.
Overall, BFC's self-operated main stores are closely centered around lifestyle. Among them, boutique supermarkets, bookstores and fitness centers are the standard formats of today's shopping malls, and BFC controls the tone through its own form, and has undergone many business adjustments to create a more suitable commercial tone for the Bund temperament.
Kyoto House, ON/OFF designer brand collection stores and aaddd are obviously commercial pluses, by creating lifestyle formats in different segments, gathering customers with different preferences and labels, and setting the tone for the area where the store is located within the framework of "Fashion, Design and Art".
The form of self-operation undoubtedly enhances the interaction and sense of whole between merchants and shopping malls, when BFC holds a large-scale theme activity season, the major self-operated main stores also participate in synergy, such as reading the books displayed in the Bund Bookstore and the theme of cultural and creative products will be adjusted accordingly, Kyoto House will hold related community activities, the opening catwalk of "Fashion Gathering Season" has THE PARTICIPATION OF/OFF designer brands, and BFC FITNESS is more directly involved in the "Wave-making Season" in 2021 to output activity content for it.
03 The theme area appears, and the brand upgrade becomes clearer
With the theme activities and the continuous development of self-operated main stores, the shopping mall passenger flow has increased rapidly, on this basis, in 2021, BFC has adjusted the format and upgraded the format of many areas of the mall, so that the number of BFC retail brands and style tonality have been greatly improved.
The theme area of domestic and foreign original designer brands on the second floor of the southern district is the highlight of this adjustment. BFC first operates the ON/OFF designer brand collection store in the form of its own main store, and cultivates the customer base by gathering designer brands with their own circle layer and social attributes, and sets the basic tone for the entire area. Subsequently, BFC created the Bund Fashion Company designer brand aggregation area in 2021, in the form of a space for the unified theme area, gathering designer brands, trendy menswear and hot selling tide shoes with the same atmosphere, such as the offline first store of the national tide men's wear designer brand secondconds, URLAZH Youlan showing the concept of fun wearing, and the FLYING BLIND rumination field that integrates the cutting-edge design of artists.
At the same time, through the activity empowerment of the "fashion season", the fashion attributes of the entire mall, especially the second floor, have been enhanced again. Successively, the LE TEMPLER luxury department store on the first floor of the mall also extended to the second floor to open a fashionable shoe area, which enhanced the brand level of the area through luxury brands. Coupled with the adjustment and upgrading of UOOYAA LAB, Internal and Exterior, OVV, ZUCZUG, Erdos and other brand stores, the consumption level and categories on the second floor of the South District are more abundant, and the label of fashion and design of the mall is also strengthened.
Focusing on the theme of family life, the third floor of the South District introduces parent-child formats such as Guanmei Musical Theater Troupe, Tomato Field Art Visual Laboratory, Fine Little Home, as well as beauty care formats such as IN STYLE and AHAVA SPA. Through the high-quality family life format, the customer structure of BFC has been enriched.
While deepening the FAD tag as a whole, BFC will also set a clear theme in each floor space. For example, the underground planning of the North District focuses on the "tide" format, the CIRCLES on the first basement floor brings together a lineup of personalized trend designer brands, introduces more than 20 national tide brands in the space of nearly 800 square meters, and regularly holds art pop-up activities. After the opening of CIRCLES, the entire floor has also been upgraded to the trend format, and now it has brought together more than 20 trend brands such as BEEKITE Shanghai First Store, involving many fields such as tide play, art, digital and so on, creating a trend culture gathering place on the Bund.
04 Brand building communication around fad labels
The Bund is unique in its elegant temperament and aura, as is BFC. Through continuous community management and in-depth cooperation with multiple social media platforms, the project side has successfully created its own label, and BFC has become a commercial brand representing the Bund lifestyle.
Last year, BFC and Xiaohongshu officially launched a year-round continuous cooperation, and successively created "Where are the nocturnal animals", "A wave in the water in summer", "Fashionable Little Sister on the Bund", "Little Red Book Ice and Snow Season" and other theme activities hot topics, inviting more than 200 FAD-related field head bloggers to punch in and deepen the BFC FAD tag.
It is worth noting that during the Christmas Carnival event, BFC built a 200-square-meter open-air ice rink for the citizens of Shanghai, Such on the Bund, and joined the "Little Red Book National Ski Alliance" to become the official cooperation ice rink of the Little Red Book Ice and Snow Season. At the same time, BFC landed the "complete combustion" punch card device of the Little Red Book Ice and Snow Season, inspiring bloggers to come to take photos and share, and the exposure of the whole network exceeded 30 million times, leveraging more Shanghai citizens to experience the fun of ice and snow down the line and helping the cultural dissemination of the Winter Olympics.
The above-mentioned platform-level in-depth cooperation has achieved excellent results, and BFC currently has 30,000 fans on the Xiaohongshu platform, ranking first in the national commercial body in terms of fan volume. Not only that, BFC is also the first mall account of Dianping to exceed 50,000 fans in the country, ranking first in the national commercial ranking of fans, interactions, and views.
On the other hand, BFC's shopping mall operation and maintenance is rich in content and very distinctive, and is called the inspiration muse of related topics by the commercial head self-media "Business Click". In addition to the exclusive label of the Bund landmark, pet friendly is also a commercial label that BFC has successfully operated. BFC not only holds pet-friendly activities such as pet adoption and pet competitions, but also takes the lead in creating pet-friendly shopping malls.
At the beginning of 2021, BFC, together with more than 120 merchants in the venue, launched a pet-friendly map and a "Pet-Friendly Instruction", which clearly divided the areas where pets can enter and land, and standardized the pet equipment, precautions for playing in the public area, and the rules for the reception of pets in merchants. Even in Shanghai, the real pet-friendly shopping mall space is still a minority, so the shovelers are willing to cross most of the city, deliberately take the fur children to punch in and consume, and when BFC holds large pet events, it can also attract pet lovers throughout the city for shopping malls and merchants.
It is worth emphasizing that BFC's video number operation is quite unique. Different from the usual shop visits and activities in shopping mall video numbers, starting from the early Bund Maple Trail "Great Stallholder" series of videos, BFC is particularly good at shaping the unique style of Bund business through a series of interview stories.
On the occasion of the year-end anniversary, BFC also invited architectural designers, heads of stray animal public welfare platforms, fashion lifestyle bloggers, executive chefs of two Michelin-starred restaurants, and participating bands of "Bund Music Season" to tell the story of the "My BFC and Me" series from five perspectives. Interestingly, these KOLs are focused on the core gene FAD in the mall, and they are all co-creators of BFC. Share their good time in the city life at BFC in the form of a video, depicting the BFC Bund lifestyle with a three-dimensional image.
epilogue
Only two years after its opening, BFC has successfully operated and shaped the Bund Maple Trail, self-operated main store and the IP of the theme activity season, from the perspective of shopping center operation, this is a road that few people take, and BFC, which successfully explored this path, not only built the texture of Bund life, created a fully ecological immersive commercial landmark on the Bund, but also reflected the professional and comprehensive commercial literacy of city-level landmarks.
According to the project side, BFC will adhere to the brand DNA of "fashion, design and art", continue to upgrade and further create a FAD lifestyle experience, and link the cultural and tourism business resources of the "Dayu Garden" plate to create a higher-level city landmark and make the "Shanghai Business Card" continue to shine.