Those who get the Z generation, get the world. IP innovation is more and more slippery, digging gold meta-universe, breaking through the dimensional wall... Shopping malls "pinch" the eyes of the new financiers of the killer skills gradually "magic".
At the same time, the appearance of the face is competing, and the war is endless. From the interior scene to the shape of the building, the mall, which is not strange enough, is embarrassed to join the Z generation battle.
In the fourth quarter of 2021, the national shopping center opening sprint season. The number of new malls in the whole quarter was the highest in the whole year, reaching 232. Among them, 43 projects with their own talents were selected into the "Winshang Network 2021 Q4 Hot Search Shopping Center List".
Specifically, in the list, the new mall strongly occupies 70% of the share, LaLa station Shanghai Lianhua Road, Shanghai Dayang Jingdian Tian'an Qianshu and other heavy projects are particularly eye-catching, and the "old mall" Beijing Sanlitun Taikoo Li, Zhengzhou Xintian 360 Square (Guomao Store) is a strong breakthrough with a new playing style.
The evaluation objects of this list are the opened shopping malls in China, and the evaluation dimensions mainly include:
1) Passenger flow index - reflects the trend of shopping center passenger flow
Evaluation indicators: the scale of passenger flow in the current quarter and the growth rate of the chain
2) Brand popularity - reflects the change in the popularity of the shopping mall that has entered the brand in the current season
Evaluation indicators: the number and popularity of new first store brands in the current quarter; the number and popularity of brands that have entered the quarterly hot search brand list in the current quarter
3) Operating Index - Reflects the seasonal activity of shopping malls
Evaluation indicators: the growth rate of positive reviews on mainstream C-end consumer platforms in the current quarter, the number of marketing activities held in the current quarter and the influence of the event
First, the fundamentals of hot search
Project features: Super seven became a new opening in the season, and the small volume mall attracted attention
In the quarter, 31 of the listed projects were newly opened in the quarter, accounting for 72%. A number of enterprises launched "first-time" products, with a new positioning or concept, high energy continuously:
In terms of volume, the project of 110,000-150,000 square meters is the largest, with a total of 15; the "small and fine" small volume shopping mall has a good record:
Joy City Holdings' first self-built regional complex "Beijing Fengtai Dayue Chunfengli", with a volume of 51,000 square meters, with a large-scale pneumatic curtain wall, multi-storey retreat garden and other space design speed "out of the circle", the first day of opening passenger flow of more than 50,000 +;
Mitsui Real Estate's first overseas station-type shopping mall "LaLa station Shanghai Lotus Road", with a volume of 31,000 square meters, directly into the subway station, seamless docking of passenger flow resources brought by the subway, the average daily passenger flow in December last year ranked first in the Lotus Road business circle.
Regional distribution: East China leads, Northeast China is absent, and the new urban area has great potential
From a regional point of view, East China is still rushing, with a total of 23 projects on the list, accounting for more than 53%. There are less than 10 projects on the list in other regions, including 7 in the southwest and 6 in south China; 1-4 in central China, north China and northwest China, and the northeast with low commercial activity continues to be "absent".
From the perspective of urban commercial line level, the "domineering" of commercial first-tier cities has been exposed, and the five cities of Beijing, Shanghai, Shenzhen, Chongqing and Chengdu have covered nearly half of the projects; some non-commercial first-tier cities have become active, and Zhengzhou, Zhuhai, Fuzhou, Xiamen, etc. have 2-3 projects on the list.
Of the shopping malls on the list in the fourth quarter of 2021, 22 were in non-commercial areas, of which 21 were newly opened projects in the quarter. In the past, the new mall preferred the business district area, but as the precinct became saturated with commerce, shopping malls began to focus on the new urban area where the business was not yet perfect.
On the one hand, this move can avoid "fighting" with peers and "exclusively" the dividends of passenger flow in the area; on the other hand, the new urban area allows shopping malls to have more space to play, and many formats and theme features that are difficult to form a cluster effect in mature business districts that are limited by spatial conditions can be rolled out here.
Second, hot search keywords
The Winter Olympics will heat up the "ice and snow" economy, and the new mall marketing debut will be riveted
The 2022 Beijing Winter Olympics are in full swing, and a wave of "ice and snow" has been set off across the country. In shopping malls, this "ice fever" comes sooner. In the winter of 2021, many projects have launched related ice and snow theme activities to ignite the trend of the offline Winter Olympics and boost the surge in passenger flow:
Taikoo Li, Sanlitun, Beijing, held the winter theme activity of "Tide Transport", and launched three interactive installations - Tide Transport Slide, Tide Transport Skateboard and Tide Transport Snowmobile to attract hipsters in the city to punch in. Winshang big data monitoring shows that the average daily passenger flow of the project in December increased by 10% compared with November.
◎Image source: Taikoo Li, Sanlitun, Beijing
Nanjing Golden Eagle Lakeside Tiandi Area B opened nanjing's first real ice and snow outdoor ice and snow festival "New Wish Ice and Snow Festival", creating an 800㎡ "ice and snow world" in the outdoor square, attracting nearly 300,000 people to participate in about 20 days, bringing more than 2 million passengers to the mall.
◎Image source: Golden Eagle Lakeside World
Shanghai Qiantan Taikoo Li joint sports brand The North Face created a street ski park, and joined hands with more than 20 top skaters to stage a wonderful street ski pop-up race, and the relevant pictures were widely disseminated on social media, and the response was good.
◎Image source: The North Face
In addition to the "ice and snow" activities, the "eighteen martial arts" are also used in major shopping, among which the newly opened mall is the most "volume", and the opening campaign takes turns:
Zhuhai Zhonghai Huanyu City has created a number of opening activities with "art" as the core, which has triggered consumer interest and interaction, and the passenger flow has exceeded 520,000 in the three days before the opening;
Wenzhou Impression City MEGA, driven by the multi-wheel drive of the four cosmic IP alliances, landed the "traffic" in a rapidly transformed manner, with a passenger flow of 483,000+ people and sales of 81.39 million yuan in the 3 days of opening...
It can be seen from the reopening activities of the shopping center that the regular IP exhibition can still be played, which can raise the topic of the mall in the short term; there are also shopping centers that have a unique path, taking art exhibitions and cultural and creative activities as the starting point to create a diversified humanistic feeling space and become a "clear stream" in the industry.
In terms of holiday marketing, Halloween is a "small climax", with carnival nights, big parades and other tricks. Unlike previous years, the Christmas event in Q4 suddenly "went out", and some shopping malls did not even launch related beauty or activities.
The new "roll king" is coming: heavy money to create a "mall value ceiling" to seize traffic and topics
In order to stabilize the status of the rivers and lakes, shopping malls have accelerated the "scenicization", with the goal of becoming the "commercial cover" of the city.
In the fourth quarter of last year, some of the hot search shopping malls were listed, and some malls spent a lot of money to build characteristic buildings, known as "mall value ceiling", with high topicality and sufficient customer attraction.
Known as the "Magic Capital Version of Ancient Babylon Hanging Gardens", Shanghai Ocean Crystal Classic Tian'an Qianshu has a total investment of 20 billion yuan, the project is from the hands of thomas Heatherwick, a genius designer in the architectural world, hundreds of terraces, hundreds of clear-water concrete life columns, more than 1,000 trees, more than 20,000 rare plants, superimposed with art towers, sunrise and sunset art space, art giant curtain walls and other scenes, artistic sense is bursting.
◎Image source: Cheonan Senki
Shanghai Jiuguang Center, at a cost of 10 billion yuan, integrates the design concept of "walking in the valley" into the architectural design, standing in any corner can see the winding landscape layer by layer; with the change of light intensity at different angles, the pearlescent curtain wall around it will reflect different colors, plus a staggered stepped garden, roof platform, and glass dome, transparent and flexible.
◎Image source: Jiuguanghui Shanghai Jiuguang Center
Kunming Haile World has four major indoor characteristic buildings: the largest indoor central square in southern China - "Future Square", which is 65 meters long and spans the "Helen Rainbow Bridge" across the north and south of the mall in mid-air, and the first indoor Gothic European-style building in the southwest - "Helen Castle", with a 54-meter high and a total area of 13,000m².
◎Image source: Helenburg
Merchants are now "new moves", the first store + customized buff upgrade
"First store", shopping mall "sucker" sharp tool and "preservation" tool.
In the fourth quarter of last year, 39 shopping malls on the list introduced the first store brand, accounting for 90%. The new mall is the most fiercely contested in the "first store", with the proportion of first stores in some projects reaching 90%. Of course, there are also some special theme concept stores that have become "fragrant food".
Some shopping malls are not satisfied with the introduction of conventional "first stores" and play the "customization" card.
Among the 127 first stores in Songjiang Area of Shanghai Songjiang Impression City, there are a large number of custom stores with the theme of "multiple yuan", such as Meland Garden Castle Custom Store, Feiyue IP Custom Store, FOOTMARK Space Adventure Theme Store, etc. The "first store" is superimposed with "customized" buff, highlighting the shopping mall theme of "Multi-yuan Dialogue World".
Xi'an Sunshine World Shopping Center has been open for 6 years, keeping up with the changes in regional customer preferences, maintaining an annual renewal rate of 24%, and introducing Marionnaud, the second in China, the first in West China, and the first well-known French beauty collection store in Xi'an in 2021. Born in 1984, this European perfume and beauty collection store includes eight major regions, and continues to promote the upgrading of regional customers and lifestyle changes.
◎Image source: Xi'an Sunshine World Shopping Center
Popular brands with their own "hot search physique" have also become the object of bets on shopping malls.
Among the shopping malls listed in the fourth quarter of last year, 17 projects introduced the "Winshang Network 2021 Q4 Hot Search Brand List" to list the brands, of which Beijing Sanlitun Taikoo Li won 11 hot search brands in one fell swoop, including many other Stories, Starbucks, allbirds, ARKET, DESCENTE and other big names.
Third, the hot search characteristics
Get together in IP marketing and strengthen the exclusive label of the project
The top stream of the Winter Olympics "ice pier" has set off a crazy wave of online and offline robbery. "A pier is difficult to find", once again highlighting the charm of original IP.
In shopping malls, IP marketing has become a big trick to break the homogenization problem and "go out of the circle". They are no longer satisfied with just holding IP exhibitions, but to create landmark IP sculptures or unique architectural appearances, forming a unique memory logo.
The IP image with cute appearance and huge traffic has become the first choice, such as Shanghai Songjiang Impression City to create the world's only large-scale FIBERGLAS sculpture of Bikachu, and Shenzhen Guangming Blue Whale World uses the concept of blue whale to create a recognizable architectural shape.
◎Image source: Shanghai Songjiang Impression City
◎Image source: Longguang Group
The introduction of head IP by shopping malls can attract a wave of traffic in the short term, but as major shopping malls begin to join the IP marketing army, it is inevitable that they will "bump their faces" in the future.
In addition, similar IP exhibition activities in the market are held in groups, and the public's IP image is difficult for consumers to have a unique memory of a project. Many shopping malls have begun to test the waters of original IP, create exclusive "image spokespersons", and deepen the recognition of shopping mall brands.
From the image point of view, most of the original IP image of shopping malls is mainly animals, and usually appears in the image of "cute pet", very "grounded", these original IP can weaken the more rational buying and selling relationship between shopping malls and consumers, and transform into a relationship that can be played and watched or even lived.
The original IP image can run through all stages of the operation of the shopping center, and the shopping center has independent property rights to the original IP, which can design more extended content for the IP image and generate new content.
Xi'an Sunshine World Shopping Center in the 6th anniversary of the United States Design, based on its unique IP dachshund rabbit, extended the exhibition of "interstellar rabbit", cute and cute "astronauts" cruised the street, to help the mall achieve a double outbreak of passenger flow and sales - the three days of the event passenger flow exceeded 300,000 person-times, sales exceeded 20 million yuan, the number of new members 10,000+.
Different from the head IP with its own fans and traffic, the original IP of the shopping center should resonate with consumers and transform into loyal fans of the project, the key is to continuously output interesting content and stories around the IP and form a systematic marketing action.
Nuggets "meta-universe" to start a "science and technology war"
In the era of stock, the PK between shopping malls has been upgraded from fighting brands and business formats to fighting scenes and fighting creativity. With the help of high-tech products, shopping malls have opened their minds, bringing consumers one visual feast after another.
In shopping malls, LED large screens are the most common technology products, such as Wuhan Vanke Future Center VFC outdoor to create about 1000 square meters of LED transparent screen "Hanyang Eye", attracting a large number of citizens to take photos and punch cards. As one of the Asian Games viewing spaces in Hangzhou, Longhu Hangzhou Dingqiao Tianjie has introduced multiple LED screens indoors and outdoors to facilitate people to enjoy Asian Games events and further enhance the viewing experience.
◎Hanyang Eye real photo Source: Vanke Future Center VFC
In 2021, the concept of "meta-universe" "turned out" and quickly became popular at a speed visible to the naked eye, and shopping mall players also took advantage of this shareholder wind to set off a new round of scene revolution.
"Metacosm" can be simply understood as the use of cutting-edge technology to break the boundaries between reality and virtuality, and shopping malls can create a new experience space through the "metacosm".
As early as a few years ago, shopping malls have pursued the combination of virtual and reality gameplay, of which everyone is most familiar with the naked-eye 3D technology, which is still an important means for shopping malls to create immersive experiences, Fuzhou South Railway Station Sunshine World introduced Fujian's first dynamic giant screen naked-eye 3D technology sense three-dimensional gate, Chengdu Xindu Xuhui Plaza Cmall, Zhuhai high-tech Baolong Plaza, etc. have introduced the first naked-eye 3D large screen in the region, becoming a "tide" holy place for young people.
◎Fujian's first dynamic giant screen naked eye 3D science and technology sense stereoscopic door Source: Sunshine Zhibo Service
With the "meta-universe" concept exploding, shopping malls have played a new trick, and Shanghai AI PLAZA West Bunge can be called the "best" among them.
The project makes extensive use of digital new media technologies, such as the giant curtain in the indoor atrium will show the effects of fantasy scenes such as meteorology, day and night, grass and trees, animals and so on according to the real weather environment, in addition to the "magic mirror" interactive intelligent scene, simulated equipment for dress-up, etc., and the latest strange gameplay is hidden in the map navigation wall - which shows the important buildings of the entire West Bank, when people reach out and touch, the touched buildings will "come alive"...
◎Image source: AI PLAZA West Coast Phoenix Nest
The "metacosm" optimizes the content presentation through the combination of virtual and real, which makes the meaning of space no longer limited to "physical space", but the combination of "physical space" and "virtual space", which can not only create immersive scenes, but also further break through the commercial dimensional wall, bringing unlimited malleability to the innovation of commercial real estate scenes.