MalltoWin Log
The great success of the 66-day street robbery festival every year is accompanied by the breakthrough and innovation of Longhu Commercial's traditional shopping center operation ideas. The leap in the performance of this year's activities is due to the innovative practice of Longhu Commercial to focus on consumers and "improve all-touch marketing channels + strengthen offline experience", and continue to exert its influence in the industry.
2021-06-09
In the era of oversupply, the battle for consumer attention is becoming increasingly fierce, but for enterprises, "sustained growth" is an eternal issue.
The data shows that after the silence of the epidemic last year, more than 1,000 commercial projects are planned to open in 2021. Undoubtedly, the oversupply coupled with the impact of e-commerce, opportunities and challenges coexist, which also requires enterprises to have a more comprehensive, in-depth and meticulous insight into consumer needs, and win the favor of consumers through refined operational strategies and differentiated product competitiveness.
As an industry leader, Longfor Business has never lacked foresight and pattern in "operation".
From May 29 to June 6 this year, 42 shopping malls in 11 cities across the country jointly launched the 66-day Street Rush Festival, the largest and most discounted shopping carnival of the year. This time, on the basis of the logic of continuing the previous entity business offline promotion, Longfor Commercial innovated business ideas, improved online platform tools, marketing promotion links, and continuously accumulated private traffic of shopping malls with new marketing methods and more diversified consumption scenarios, and effectively promoted sales conversion.
During the event, the total sales of Longhu Commercial's 42 shopping malls nationwide reached 1.85 billion, an increase of 38% year-on-year; the total passenger flow of the country exceeded 22.08 million, an increase of 31% year-on-year; the number of new members nationwide exceeded 2.32 million, accounting for 62% of member consumption.
Behind the eye-catching performance is the further construction of Longhu's core capabilities in the era of digital economy, and also provides a new paradigm of commercial marketing that can promote traffic growth and transformation for traditional shopping malls.
Heavy welfare blessings
Full-link marketing detonates offline traffic
As a longhu commercial independent original marketing IP event, the 66-day street robbery festival has been held for four consecutive years. In the overall situation of carefully understanding the good achievements of the past years and the "steady" improvement of activities, there are also rich and profound "changes" and upgrades. The leap in the performance of this year's event is due to the innovation and upgrading of consumer-centric marketing methods.
This year, the 66-Day Street Rush Festival continues the concept of "Happy Walking Street" in the past, with the theme of "Playing Long Zhu 6 to Flying", promoting the refined operation of the retail scene through omni-channel marketing, and realizing the upgrade of in-store welfare by increasing promotional efforts to strengthen the brand concept of Tianjie Member Day.
On the one hand, Longhu Commercial actively improves the marketing link, connects multiple interactive scenes with "Longzhu", realizes the comprehensive integration of online marketing and offline shopping scenes, and drives sales promotion.
Borrow the incentive mechanism of Longzhu to create more consumption scenarios
Value the effective use of member assets. All Tianjie Club members who pay the specified amount in the designated retail stores in the venue can receive the corresponding amount of Longzhu, and the Longzhu can be used for the redemption of goods or services. Finally, the new game of Longzhu is used to revitalize the stock, create more consumption scenarios, and establish deep links with consumers.
Offline space links online games
Revitalize offline passenger flow and online users fission
The campaign activates online users to spend in-store by creating interactive touchpoints and increasing the magnitude of benefits. During the Festival, all major streets across the country set up lottery game scan code entrances offline, and consumers who came to the store participated in the lottery activities in the form of scanning codes and consuming long beads. Each ID has 2 chances per day, and sharing the game link with a friend can add 1 lottery opportunity. This content setting that guides users to spread spontaneously greatly enhances the sense of user interaction participation and stickiness.
On the other hand, we will continue to give full play to the advantages of physical commercial brand merchants, and detonate passenger flow offline with super discounts, ultra-high subsidies, and super commodity power of all formats.
Backed by a large and high-quality business resource network, Longhu Commercial has joined hands with nearly 5,000 merchants across the country to create the largest discount for all formats in the middle of the year. The whole retail is up to 30% off, and the catering is up to 6.6% off; there is also a super low discount on the explosive goods, and consumers can use the Longzhu to offset the explosive goods when they arrive at the store, which not only brings consumers tangible benefits, but also achieves mutual benefits and win-win results in the linkage between the platform and the merchants.
In the final analysis, the essence of commercial real estate competition revolves around "people". This year, Longhu Commercial's innovative way of realizing double growth in passenger flow and sales through full-link closed-loop is a rethinking of the traditional shopping mall to achieve "better service to people" through the original creation festival, and also highlights its insight and reach ability on consumer needs in today's content-oriented entrance and mobile-oriented ecology, laying a solid foundation for its long-term sustainable development. At the same time, it has also brought a new perspective to the entire industry and reshaped the potential of traditional shopping malls.
Focus on private domain traffic
Improve the three-dimensional business ecology
From the comprehensive application of live broadcasting, to the online reengineering of channels and services, and even the out-of-the-loop of new Internet brands, 2020 is known as the first year of private domain traffic.
On the one hand, the penetration rate of private domain contacts such as WeChat ecology and self-operated APP in China has reached 96%, and 79% of consumers have made purchases in private domains in the past year; on the other hand, the sudden arrival of the epidemic last year has accelerated the trend of online and offline integration, and the value of private domain traffic has been further amplified.
Many visionary companies and brands have achieved good growth results by developing private domain traffic. For example, the layout of the e-commerce private domain of "Wang Full", through the release of product introduction, Taobao activities, food nutrition and other aspects of information in the private domain of Weibo, Weitao, etc., as well as the placement of coupons and other forms of daily operation and maintenance, improve user retention, Weitao promotes the vitality of 230W fans; the layout of the social private domain of the "Yuanqi Forest", through the establishment of the Yuanqi Research Institute, the release of new products, experience officer recruitment and other benefits, mobilize user stickiness, in addition to the mall link, convenient for users to buy directly...
In fact, Longhu Commercial, which has always been at the forefront of the trend, has accumulated a private domain traffic pool of the company, including corporate public accounts, video numbers, and mini programs. This year's 66-day Street Rush Festival continues to focus on the layout of private domain traffic, and is carried by the newly created "Longzhu Preferred" online mall to serve offline space and online users.
As the only online trading platform for the 66-day street rush festival, Longzhu Preferential offers thousands of hot-selling explosive products and Net red singles, leveraging traffic with limited seconds or ultra-low discounts, and consumers inside and outside the venue can also use Longzhu to realize the exchange of goods and services on the platform to achieve diversified consumption scenario interaction.
Strong commodity power drives online consumption scenarios
Break through the boundaries of traditional commercial space consumption
From May 26 to June 6, Longzhu Preferred has successively opened the Children's Day limited explosive product big sale, Longzhu grabbed 66 explosive single products and two super categories online special sale, through strong subsidies, strong commodity power to harvest online traffic in advance.
Starting from May 29, online coupon grabbing will accumulate traffic and divert offline sales. Longzhu is preferably selected according to different time periods, in turn to send 66 yuan group 100 yuan retail coupons and 860 yuan group 1000 yuan super large single group and other benefits, the user's grab of welfare coupons can be used on June 5 and June 6 to the major streets where they are consumed, the two major welfare coupons support the whole Longzhu deduction or Longzhu + cash mixed deduction (the threshold of the group coupon is 20 Longzhu / per piece), the transaction method is more flexible.
Online is based on the wing
The IP scenario has been upgraded again
Creating richer value for consumers is an ability. In addition to actively exploring online platforms to achieve traffic conversion, "returning to offline" is also the original intention of Longhu Business.
For Longfor Business, in addition to bringing short-term sales, each marketing activity and operation activity hopes to satisfy consumers' "real experience" to the greatest extent through the creation of multiple experience scenarios, and empower to deepen the intimate relationship with consumers.
According to the "Northeast Securities" series of reports, Generation Z is currently the fastest growing group in the entire consumer population. At the same time, they are also another group that Longhu Commercial has focused on this year in addition to the parent-child family customer group that has continued to cultivate in Tianjie.
Thanks to the Z generation's pursuit of "spiritual satisfaction" and the favor of "interest-related consumption", the consumption of e-sports, tide play, secondary yuan and other categories has achieved rapid growth. With a keen grasp of trends, this year, the activities of the major streets are also based on the content that fits the values and interests of the Z generation segmentation circle as the carrier, focusing on strengthening the spiritual connection with young people.
Cross-border resonance, thematic IP activities
In the selection of cooperative IP, the major streets anchor elements such as youth, trend, and fun as connection points, and once again upgrade the IP scene content that is loved by young people and their families, grasp their attention, and achieve faster, larger and more accurate reach of the target population.
Chongqing
The two-sided collision between the Trend Art Week and the Two-Dimensional Cultural Festival
Chongqing Beicheng Tianjie to create Chongqing Trend Art Week, since June 5, 2021, the world-class trend art collection exhibition, the main collection includes: only 3 Kaws collection "At this Time" in the world, Daniel Arsham and Disney jointly named Mickey Southwest First Exhibition, 66 global limited edition be@rbrick Southwest First Exhibition, Khlong Sanji, Murakami Takashi, Nara Yoshitomo, Kusama Yayoi, The works and derivatives of xu zhen and other world-class artists will also be presented, and the pioneering new generation of artists will gather in the north city to shape the southwest fashion trend landmark with on-site tide shoe spray painting and live tide play transformation.
Chongqing Jinsha Tianjie Brings Two-Dimensional Carnival Carnival - Naruto Storm Legend Chongqing First Exhibition Ignites Blood Youth, Two-Dimensional Song Ji Ji Inory and Millions of Fans Coser Live Interactive Performance, 2021 ChinaJoy Contest · The Cosplay Super League stage scene detonated the two-dimensional carnival carnival, and there was also a super flying man stage drama and fantasy magic show to bring uninterrupted 66 carnival.
Shanghai & Suzhou
Twin cities linkage Longmin U enjoy, multi-IP theme park landed in Shanghai and Suzhou
Husu Tianjie, together with Longhu Real Estate Development, Wisdom Services and other waterways, opened the "Longmin U Enjoy 66 Carnival" series of activities, and launched surprise benefits such as Longzhu redemption coupon package and Longzhu exchange gifts, further enhancing Longmin's sense of respect and expanding the brand influence of Longhu's whole channel.
In the name of "Departure to Happiness", Shanghai Baoshan Tianjie unveiled the first stop of the 10th Anniversary Theme Pop-up Shop of Kumamoto Kuma Grocery Store to unveil the exclusive "Happiness Route Map", and even opened the Happiness Creation Camp Child Model Show and the Street Dance Competition.
Suzhou Xinghu Tianjie joined hands with Pokémon Fantasy Park to launch the iconic giant 7-meter-high Pikachu shape avatar elf, launching topics such as "Pikachu comes to Suzhou" online; together with "Creation Camp 2021" trainees Li Peiyang, Chen Junjie, Zheng Mingxin, and almighty teenager Lin Chaoze are star-studded. 2021 accompanied by the Summer FanXing Music Festival, etc., ignited in early summer.
Beijing
Multi-dimensional cross-border interpretation of life creativity
Beijing Daxingtian Street, which celebrates its fifth anniversary, has become the only venue for the domestic TOP3 Breaking Competition "Dynamite Dance Front" and the semi-final scene of the strongest voice on the 2021 Beijing Pepsi Campus, starting from the Z generation lifestyle and youth trend. Two live shows of top dancers and the strongest voices on campus allow consumers to return to the coolest streets for the most energetic life show.
Focusing on label elements such as "fun, art and fashion", Beijing Lize Tianjie has created a new pop-up store jointly cooperated × SpongeBob SquarePants, cross-border traffic IP resources, and aggregated new brand design and art items, bringing more fresh experiences to consumers and presenting a more exquisite urban lifestyle scene.
Changzhou
Belgian national treasure IP first landed in Changzhou
Changzhou Longcheng Tianjie brings the Belgian national treasure IP that has been popular around the world for 62 years [Smurfs Changzhou First Exhibition]. According to the original Smurf comic, the blue exhibition of multiple scenes interacting has become a treasure punching place that follows the trend of youth. These include 7 scenes of fun interaction, including ultra-high glowing Smurfs astronauts, starry sky mushroom houses, rocket bicycles, and weightless capsules.
Jinan
Radiance Shine Miracles reappear
Diga Ultraman 25th Anniversary Pop-up Shop parachuted into Jinan Olympic Sports Street. Immersively, consumers return to the time when they clenched their fists to cheer for the Otter hero in a second, and felt the heroic light power at zero distance.
Original blessings, self-made festival activities
Flowing with the Longhu gene of "discovery" and "creation", based on the characteristics of different regions and consumer characteristics, the major sky streets combine the current trend and consumption hotspots, and independently create a variety of music festivals, carnivals, pop-up stores and other focus crowd attention, with richer angles, more dimensional display forms, more three-dimensional content scenes to attract young consumers to come.
Chengdu
The Youth Trend Music Festival exploded in Chengdu
Chengdu Jinnan Tianjie, together with the popular contestants of "Creation Camp 2021" and "Youth with You", brought the first FUN RADIO Fun Music Festival in Southwest China, and launched a special performance of "Idol Passing" from June 5 to June 6, which was popular.
Chengdu Binjiang Tianjie invited the much-anticipated BTSZD Champion Dance Troupe to hold the second national KDF Korean Dance Competition, and at the same time joined hands with the Korea National Tourism Administration to create a Korean tourism and cultural festival.
sian
Original theme drama enriches the spatial experience
Xi'an Daxing Star Yuehui created a Mars stage theme drama. The refreshing astronaut parade runs through the inner and outer fields, and the event combines the theme performance to create an Internet celebrity experience and once again creates a reason for people to come and punch.
nanking
The exotic circus Nanjing premiered
Nanjing Liuhe Tianjie, with the Liuhe premiere of the Tara Bungee Bar Circus from Poland, the shocking 10-meter-tall giraffe and giant flying elephants amaze the consumers who are immersed in it.
Hangzhou
Traffic stars help Tianjie City continue to heat up
During the 66-day Street Rush Festival, Hangzhou Binjiang Tianjie held the "Ancient Capital Covenant" National Street Dance Challenge (Zhejiang Division), star mentor WAACKING JUDGE AC, chicken parachute landing scene, well-known mentor judges on-site personal show, and national heavyweight street competitions set off a boom.
Hefei
Build a city-level musical force
Hefei Yaohai Tianjie continued the finals and awards ceremony of the first Music Program Grand Prix to create a new force of young and fashionable music at the city level, and at the same time brought classic IP story dramas such as "Cinderella", "Snow White" and "Ugly Duckling", becoming a happy field for fashionistas and children.
In general, this year's overall offline activities are not only Longhu Commercial's deep excavation of the potential of parent-child family customers and Generation Z consumer groups, but also the in-depth study of the connotation of offline scenes under the content marketing into the 3.0 era, that is, "from mass marketing to circle marketing development". It can enable consumers to feel the relevant emotions and experiences of Longhu's "young, trendy" and other values in the activities, which is also the key to promoting enterprises to maintain differentiated competition and obtain sustainable development momentum.
epilogue
Every new attempt by Longfor Business always brings a new perspective to the industry and enables the industry to obtain tangible benefits.
This year, under the long-term business thinking, Longfor Commercial has accumulated its own sustainable user assets through the innovative practice of building a full-touch marketing channel + strengthening offline experience in the 66-day street rush festival, and has established and reshaped a win-win ecosystem between operators, brands and consumers, and continues to exert its influence on the industry.
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