The annual "66 Days Street Grab Festival" has once again arrived as scheduled.
As the original SP attribute event of Longfor Business, although it has been held for the sixth season, the scene is still hot. This year, Longfor Commercial has been jointly held in 18 cities and 65 projects across the country, and the passenger flow, sales and Longzhu membership data of participating projects have been steadily improved.
Why can a business linkage marketing IP continue to be out of the circle and be consistently loved by consumers? The logic behind it is worth investigating.
▲Jinchen Tianjie - 2nd anniversary celebration event
Taking the 66 Days Street Festival in the second district of Longfor Commercial West China as an observation sample, Winshang noticed some details and the thinking made by Longfor Commerce.
According to data provided by Longfor Commercial, during the event, Tianjie + Xingyue Club in Chengdu and Xi'an Shuangcheng received sales of 220 million yuan, a year-on-year increase of 34%; It attracted a considerable passenger flow of about 3.53 million, an increase of 33% year-on-year.
The sales performance of many brands ranked first in the country, southwest and city. Among them, Zhongyi Pregnant Baby (Chengdu Jinchen Tianjie) and Aofei Happy World (Xi'an Xiangxiang Tianjie) ranked first in the country; Ms. Bao and Mr. Shoe (Chengdu Xichen Tianjie) and Chao Station (Chengdu Jinnan Tianjie) ranked first in the southwest; 8 brand stores including adidas, NEW BALANCE, Xiaomi Home, and Child King topped the provincial performance list; In addition, UGG, MOUSSY, NIKE KICKS LOUNGE, anta outlet, Li Ning Children, Yanli, Gibru and other brand stores ranked first in the city.
▲Beicheng Tianjie - "Arctic Ocean Wonderful CP Flash Flash" national premiere
Behind the data growth is a new business ecology established by Longfor Commerce with the core goal of matching consumer needs, breaking through festival ideas, upgrading marketing strategies, opening up online and offline consumption scenarios, and driving consumption growth with scene experience.
01
An IP upgrade
Leading the new urban fashion with emotional value and creative crossover
In the stock era, the competition of commercial festivals is becoming increasingly intense, and young people's immunity to conventional marketing is getting higher and higher, which highlights the value of content marketing on the one hand, and puts forward higher requirements for the play of brand marketing on the other hand.
Stepping out of the comfort zone and starting from the deep core, 66 Days Street Festival seeks marketing content innovation that is more suitable for young people every year. The entrance to the sixth season of the festival is the crossover of emotional value and creativity, closely following the lifestyle trend in 2023 and leading the new fashion of the city.
With the "City Balance Award", export emotional value
This year, the theme of Longfor Commercial West China District 2 Celebration is "City Balance Award", which is cleverly rolled out with emotional value as the entry point, opening a mid-year carnival.
According to a study by the Institute of Psychology of the Chinese Academy of Sciences, people between the ages of 20 and 30 have the highest mental stress. Work, buying a house, buying a car, getting married... Every aspect of life is a source of anxiety for this generation of young people, unable to chase the balance between real life and leisure and entertainment.
The "2023 Life Trends" released by Xiaohongshu also pointed out that the number of notes related to "light decompression" on Xiaohongshu in 2022 increased by 303% year-on-year, and young people's sources of stress were diverse and detailed, so they began to seek lightweight decompression without burden.
Obviously, Longfor Business has grasped the most urgent needs of young people at present, hoping to use the keyword "Balance" to let young people who are physically and mentally exhausted between life and workplace, saving money and shopping, lying flat and involuted, get some healing.
Under the theme of "City Balance Award", Longfor Commercial not only creates a space for emotional release and matches the content of consumer experience, but also further deepens the "personality" of Longfor Commercial Third Space, becoming a good place for young people to release and freely decompress.
Creatively cross-border to provide new experiences and attract new customer groups
In this festival, Longfor Commercial West China District 2 joined hands for the first time to compete with Sports, bringing not only exclusive discounts, but also highly creative cross-border co-branded sneakers and a new sports pickle experience.
Specific offers include, 6 Tianjie + 17 stores in Chengdu, NIKE and adidas launched limited-time discounts, superimposed Tuanlong bead coupons, consumption points and other benefits, plus AJ4 Lei Gong for a limited time. Under the multiple synergies, the total sales of brands increased by 129% year-on-year, and the sales of more than 6 Tianjie Taobo brand stores increased by more than 100% year-on-year.
At the same time, the LITTLE HOO X NIKE Air Force1 creative crossover co-branded sneakers were launched, which were exclusively released during the festival, and enthusiasts lined up to buy them, with a total sales of 7W+.
In addition, the limited-time flash mob of PickBall was launched, and the Pickboom Challenge was launched in Chengdu Xichen Tianjie and Binjiang Tianjie, bringing a new sports consumption experience to Chengdu consumers. Judging from the registration data, this niche sport has been accepted by more and more consumers, driving a maximum year-on-year increase in customer flow in single-item stores.
▲Binjiang Tianjie - Picker Ball Experience
It can be seen that interesting and high-quality cross-border cooperation can not only provide a new experience for existing consumer groups, but also be more likely to break the circle to attract new consumer groups of the same frequency. This creative crossover, in a broader dimension, makes the IP of the 66 Days Street Festival more deeply rooted in the hearts of the people.
02
A resource race
Relying on Longzhu ecology to create full-scene marketing
Different from general node marketing, linkage festival marketing often relies on strong platform resources, in other words, competing with the resource integration capabilities of commercial management companies. For Longfor Commercial, this is precisely the advantage of TA.
Relying on its own "Longzhu Ecology" and with the help of the "Longhu Tianjie" mini program, the festival successfully opened up the closed loop of online and offline consumption, and explored new ways to promote traffic activation and conversion.
Longzhu's gameplay has been upgraded to open up a closed loop of online and offline consumption
The "Longhu Tianjie" Mini Program carries derivative uses such as membership registration, Longzhu points, parking payment, event registration, card and coupon purchase, and explosive flash sales, and is a convenient online service that consumers around the world can enjoy.
Longzhu Points (referred to as Longzhu) are points obtained by customers for spending or participating in various scenarios such as residences, shopping malls (Tianjie/Xingyue Club), rental housing (Guanyu), property services (Smart Life/Longzhu Preferred), gannet rental and sales, etc. under Longfor Group. 10 long beads can be deducted 1 yuan in cash, and the higher the membership level, the more deduction.
In the Longzhu ecology, consumers can not only use Longzhu to deduct when consuming, but also earn Longzhu through consumption, so as to realize a benign closed loop of "Flower Longzhu and Earn Longzhu".
Based on this Longzhu ecology, the 66-day Street Festival will release real shopping discounts every year. For example, the "Longzhu coupon" issued this year has a total discount of hundreds of millions of Longzhu. And the gameplay is upgraded, including "66 yuan group 1000 long bead coupon", "660 yuan group 8800 long bead coupon", "free long beads for full consumption", "designated brands limited time superimposed 5/10 times points", "8.3% off for Hua long beads", "50 times points for limited time for catering"...
At the same time, Longfor Commercial launched the "9.9 RMB Group Worth 1299 RMB Children's Fun Gift Package" at the node of Children's Day, including children's catering, children's play, as well as painting, street dance, physical fitness, ballet experience, etc., so that children can also find their own fun in Tianjie.
Online flash deals, full consumption gifts, points stacking, event lottery... Guide customers to spend online or participate in activities to enhance consumers' Longzhu experience. Invisibly, Longzhu has become an important link between online and offline, and the earning channels are diversified and the consumption channels are convenient.
The consumption reward mechanism triggered by Longzhu can greatly stimulate people's consumption potential and willingness to use Longzhu. Therefore, with the help of "Longzhu Ecology", on the one hand, the festival activates existing members, and on the other hand, it also uses the activity itself to continuously recruit new members and precipitate more member assets.
And introduce these member assets into offline consumption scenarios, thereby opening up the closed loop of online and offline consumption, while retaining traffic, expanding the private domain traffic pool, and laying the foundation for the long-term construction of brand value.
Segment circle activities and link "like-mindedness"
Every year's 66 Days Street Rush Festival is a grand event of offline interactive experience, focusing on offline innovative interaction and experience of social needs, allowing consumer groups to have a more diversified and detailed sense of participation.
In this year's 66 Days Street Rush Festival, Longfor Commercial held dozens of offline activities in order to ignite the atmosphere and attract more consumers to integrate into the joyful atmosphere of "walking the street".
· Jinchen Tianjie: 3 major activities for the 2nd anniversary celebration airborne, fireworks waterfall, aerial encounters, and star shows
· Xichen Tianjie: "Bag Walking Troubles" immersive interactive installation, 100 random dances, hi sing music festival
· Binjiang Tianjie: Join hands with brands/clubs such as Tongbo, Chengdu Huddlex, and PICKBOOM to create a summer "modern power field" and carry out niche sports such as pickleball and flag football. In addition, we will cooperate with DQ, Moutai and Mengniu to create a summer swing and ice festival.
· Times Sky Street: "Diagon Alley" star band airborne, motorcycle aesthetic awards, boiling point arena
· Beicheng Tianjie: "Arctic Ocean Wonderful CP Flash Flash" national premiere
· Uptown Sky Street: Shining Street Music Festival, Boiling Youth New Blood Competition, 50 Rappers & 8 Bands, Hey Man Li Kui Call Out
· Jinnan Tianjie: Jinnan x Chengdu Frisbee Sports Association, play the YOUNG Frisbee Carnival
· Shuxin Tianjie: 2023 Douyin Music League Chengdu Station, Meng Fun Fireworks Theater Festival, ISP Dimension Carnival
· Wuhou Xingyue Club: Wuhou Xingyue Club X Sichuan Roller Skating Association, Extreme Sports Arena Heroes Association; New China Music Season of Micro-Collection
……
▲Times Tianjie - "Boiling Point - Times Youth Festival"
Judging from the list of activities, there are existing music series, allowing young people to be unbridled and feel the charm of LIVE; There are also sports series for young people to release and socialize freely; There is also a pop-up interactive series, close to the consumer group of the Z generation...
From music, dance to theater and circus, from frisbee and roller skating to sports parties, extreme rings, from flash mobs to markets, this festival links consumer groups with more subdivided circle activities. Thereinto:
>> The "Xingkali Pop-up Shop" in Xichen Tianjie made its first stop in Chengdu, attracting nearly 10,000 fans to check in, and the UGC of Xiaohongshu topics reached 5000+;
>> "Boiling Point Times Youth Festival" in Times Tianjie, invite the Diagon Alley Band to sing live and stage a thousand-person immersive chorus;
>> The national premiere of "Arctic Ocean Wonderful CP Pop-up" in Beicheng Tianjie, childhood memories + ignorant polar bears + bright orange space, attracting parent-child families to queue up for check-in interaction, online exchange volume of 2000+;
>> "Swing and Eat Ice Festival" in Binjiang Tianjie combined with K-POP random dance to invite young people to release happy dopamine together;
>> "Boiling Youth New Blood Competition" on Shangcheng Tianjie, Hey Ren Li Kui parachuted, 50 rappers & 8 bands fought live, bringing a rap feast.
▲Xichen Tianjie - "Xingkali Pop-up Shop" is the first stop in Chengdu
In general, whether it is topic marketing, creative crossover, welfare override, and activity arrangement, Longfor Commercial West China District II has successfully broken the circle again with a set of combined punches, and has gained considerable performance and good reputation. For merchants, it can increase revenue, and for consumers, it will get both material and spiritual satisfaction, help consumption recovery at the macro level, and restore consumer confidence and enthusiasm.
Looking back at the 66 Days Street Rush Festival, from its establishment in 2018 to its sixth season this year, from the original 7 cities and 26 projects to today's 18 cities and 65 projects, from the original 5 million + passenger flow to today's 17.92 million, from the original 318 million + sales to today's 1.4 billion...
In six years, the 66 Days Street Festival has grown from a new attempt to a mature original IP for multi-dimensional and multi-circle innovative marketing. In the process, its original intention has not changed, that is, to make commercial space not only carry consumption functions, but also become a third space where consumers can easily walk the street, gather freely and get happy.
▲Shangcheng Tianjie - "Boiling Youth New Blood Competition"
03
A relay race
Sustain the brand with youthfulness and experience
An IP that can continue to maintain popularity and be out of the circle should have a positive value orientation and resonate with consumers, as is the case with the 66 Days Street Rush Festival, which not only returns to the essence of business, but also deeply links business and people's emotions. Six years of continuous growth tests the professionalism and operation of the team, which happens to be available in the second district of Longfor Commercial West China.
In fact, in addition to the annual 66-day street rush festival, Longhu Commercial is also exemplary in its daily operations.
Taking the format brand adjustment as an example, according to incomplete statistics, since 2023, there will be 100+ new brands in the second district of Longfor Commercial West China, including catering, retail, children's parent-child, life services, cultural and sports entertainment and other formats. Among them, catering brands are more renewed, followed by retail.
It is worth noting that there are many first/flagship stores in the new brands, as well as brands that love fashion and heavy sports close to young customers, as well as catering brands that use food to attract traffic and adjust the details.
In terms of the first store/flagship store, the national flagship store of "Tea Talk Lane Chang'an Courtyard" has settled in Shangcheng Tianjie, Chengdu, committed to providing consumers with a healthier and warmer tea consumption experience. The first store of the high-end beauty life hall "Super Station" full of youthful power is located in Jinnan Tianjie, Chengdu, focusing on skin care and beauty. The fashionable fusion dish "Ancient and Modern Little Kitchen" settled in Xi'an Qujiang Xingyue Club, which is the first store in the northwest of the shopping center.
▲Tea Party Lane Chang'an Courtyard Rendering (not the final version)
In terms of youthful and experiential brands, Chengdu Xichen Tianjie reintroduced the lifestyle brand MUJl in May, adding labo, idee, walker and other series of goods compared with regular stores (it is the only store in Chengdu other than the city flagship store to collect these three series); Chengdu Dong'an Tianjie introduced a new generation of video game culture and entertainment brand "Xuan Dong Sifang"; Chengdu Beicheng Tianjie introduced the "VHUB Sports Space" operated in a new retail model.
In terms of catering brands, there are not only Chinese popular meals such as Shanjie Old Hot Pot, Flame Self-Grilled Meat, Green Tea, and Ancient and Modern Little Chef, as well as exotic restaurants such as Pu Ding Pu Chu, Ginger Fat and Hama Sushi, as well as Internet celebrity light meals such as HIBAKE and Bawang Chaji.
epilogue
The latest news is that Longfor Commercial West China District 2 will also have a number of projects entering the market. In Chengdu, Dong'an Tianjie held a kick-off meeting in May, Yidu Tianjie held a groundbreaking ceremony in April, and the asset-light project Chengdu Xiyuanji was unveiled in March this year. Next, Jinjiang Tianjie and Xingcheng Habitat R29C will enter the market. In Xi'an, there is Changlotian Street under construction, Weiyang Tianjie under planning and Tianjie in Aerospace City. In the future, there will be 22 commercial projects in the second district of West China of Longfor Commerce, including 16 in Tianjie and 4 in Xingyue Club.
Above the scale, more test operation. Just like the core concept of "space as a service", Longfor Commercial will continue to lead the transformation of offline consumption with the spirit of innovation, and bring consumers both material and spiritual satisfaction with a perceptible, interactive and empathetic space.