Abstract: "Five-Year Shopping Festival, Bailian Beautiful Life Season" was launched
The 5th "55 Shopping Festival" is about to kick off. On April 24th, the launching ceremony of integrated marketing of "55 Shopping Festival - Bailian Beautiful Life Season" and the launch of Bailian's characteristic service brand were first held in the Commercial Center of the First Department Store on Nanjing East Road. The Labor Daily reporter learned from Bailian Group that during the "Five-Year Shopping Festival", Bailian Group will focus on the four directions of "business, tourism, cultural and sports exhibition linkage, quarter-hour life circle, new product launch, and special services", and launch more than 150 themed consumption promotion activities in five major sectors: "Five-Year Brand Week, One River and One River Tour, Burning Sports Show, Community Energy Field, and Overseas Friendly Shopping".
Six key service initiatives
Helping "Aigao Shanghai"
The "Five-Year Shopping Festival" is a characteristic IP of Shanghai's international consumption center city. In order to better serve the construction of Shanghai as an international consumption center, Bailian Group officially launched the special service brand "Touch-Care". With friendly service, we help "Aigao Shanghai".
Ye Yongming, Secretary of the Party Committee and Chairman of Bailian Group, introduced that Bailian will launch six key service measures: that is, to build a Bailian characteristic service matrix, build a quarter-hour community service network, establish a "Bailian ingenuity" model worker service team, carry out a service care plan for the silver-haired population, make a service hotline, and introduce special service support measures, so as to launch a new exploration of a better life with service as the anchor.
Bailian will launch six key service initiatives. Labor Daily reporter Lu Yanting photography
At the scene, the actors of the stage play "Flowers" also staged a "good show", and the immersive performance not only shortened the distance between Bailian landmark commercial body and consumers, but also made this popular IP "bloom" in the Nanjing Road business district, leading the audience into a time journey of emotional resonance.
It is reported that during the 55 Shopping Festival, First Pharma will carry out more than 220 "Bailian Through Train: Health and Shanghai" activities, including community health testing, traditional Chinese medicine consultation, medical insurance policy interpretation, etc. Wu Liangcai Glasses and Maochang Glasses will promote the "Mirror Good Mirror Beauty" service project to all stores. Haomeijia will go deep into the community to carry out a number of "100 Gatherings" convenience markets, integrate the resources of Bailian's various formats, provide nearly 40 services, and take care of all aspects of home life.
iBailian launched activities such as "iBailian Please Watch Movies" to improve the complexity of community functions and the quality of life of community residents. On the "Bailian Life" channel, you can also purchase department stores, shopping mall restaurants and outlet group coupons in advance. At the same time, consumers can also enjoy a variety of services such as early bird price for air conditioner cleaning, service appointment for silver-haired people, and door-to-door recycling of major appliances through the iBailian platform.
In addition to traditional consumers, the number of foreign tourists entering the country has increased this year. In order to build an entry-friendly consumer city, Bailian actively integrates into the planning of business districts at all levels in the central urban area and five new cities, improves services such as wild card payment, foreign language services, and departure tax refunds, creates a convenient and efficient international consumption environment, and highlights the urban consumption highlights of "good to come, good to shop, and good to buy".
During this year's "Five-Year Shopping Festival", Bailian Group launched more than 150 themed consumption promotion activities in five major sectors. Labor Daily reporter Lu Yanting photography
New products and new stores are launched
Launched the "first Shanghai"
The Labor Daily reporter learned that this year's "Five-Year Shopping Festival", Bailian has many "new" dynamics. The first launch of new products covers cosmetics, clothing, health and other categories: Bailian Co., Ltd. launched the first Caixiang Love Courtesy Festival, and launched Prada color-changing lipstick in Shanghai; the bálancing launched and exclusively sold 2024 spring/summer ready-to-wear of BLR, Denzil Patrick and other brands in the country; Wu Liangcai x DONNIEYE co-branded glasses will be launched in June; the new generation of Abbott Quanansu and Tomson Beijian Strength polyaminic sugar chondroitin collagen peptide tablets will also be launched in Shanghai and landed in First Medicine; The official Chinese version of the assembled model of "Snoopy and Friends" under "Peanut Comics" will also be pre-sold in limited quantities at Bailian Yike from April 22 to May 6, marking the first launch of the series in the domestic convenience store format.
In addition, Bailian's self-developed products are also "new". In May this year, Bailian Yike will jointly launch a variety of bakery products such as fresh milk toast, fresh milk cake rolls, and milk soft cakes with Guangming's brand Cowshed. There are also newly upgraded Yi Roasted Coffee Beans, which are tailor-made convenience store specialty coffee that is more suitable for workers.
In terms of the first store, the first store of "animate bookstore + coffee" in Bailian ZX Creative Fun Field will also be unveiled soon, and the first store of Bagel Tree New York Bagel Museum Nanjing Road business district will open in the first department store commercial center in the near future. The silver livable smart experience store of Haomeijia Xietu Store will also be newly opened, and the new products of Gujia Home Furnishing will be launched for the first time, bringing a new experience of smart home decoration life.
There are also new trends for long-established brands. First Medicine's South Shaanxi Road store is about to reopen, creating the first pet-friendly pharmacy of First Medicine, so that "hairy children" can also enjoy professional health services. The second Maochang 1923 Jingjie store will be opened on Nanjing West Road, leading the new trend of Shanghai-style modern glasses consumption.
Promote the cultural and sports industry
Integrate with new consumption
Focusing on the theme of this year's 55 Shopping Festival "Shang Hi Sports", Bailian relies on major events such as the Olympic Qualification Series, the F1 China Grand Prix, and the Shanghai Civic Games to integrate sports into business and promote the integrated development of the cultural and sports industry and new consumption.
Bailian Co., Ltd. joined hands with "Image Shanghai Art Fair" to connect the exhibition and shopping malls to create a special art project "Bailian Image". The Shanghai Exhibition Center exhibited the theme exhibition of "Shanghai AB Side: The Double-Line Narrative of the City", showing the AB side of Bailian in different periods with photographic pictures. In the Commercial Center of the First Department Store, the image box co-created by architect Wang Qing and artist Tang Chao will open the door of "connection" in Liuhe Road in the form of the lens of an old camera, and build an "open source" path from art to life.
Bailian Asset Holding joined hands with pioneer authors in the field of art to hold the first exhibition and build a "second stage" of art and culture. Bonemen & Co., Ltd. held the first exhibition of Baroque Pearls in China by the famous German contemporary artist Willy Heber and the women-themed exhibition "Light Beyond the Traces". 100 Space Hong Kong Road presents Zhu Na's solo exhibition "The Year of Imagination", which debuts the Big Red Riding Hood series of picture books, and Nigerian artist Babajid Olatonggi's first exhibition in China, "Return: Drawing Different Biographies of Artists".
Starting from May, Bailian Co., Ltd. will launch the "Hello, Variety and Sustainable Renewal Exhibition" in stores such as Bailian Western Suburbs, Huaihai 755, Bailian Quyang Shopping Center, etc., and join hands with well-known designer Cao Xue and a number of head artists to bring new value to old things through artistic transformation, integrate commercial culture and green consumption, and advocate the concept of sustainability.
Actively integrate resources
Make great efforts to benefit consumers
It is reported that the "55 Shopping Festival" coincides with the 33rd anniversary of Lianhua, for which Lianhua continues to increase its weight on the basis of the 100-day money-saving action, and launches preferential and good-priced products, including rice, flour, grain and oil, leisure snacks, cleaning and personal care, imported and Internet celebrity products, etc., to benefit consumers with inexpensive and good products. From April 26th to May 20th, the iBailian platform will open the eighth anniversary celebration of "Wonderful Without Limits, Beautiful Heart Discovery". Bailian Automobile's new car sales, after-sales and second-hand car formats have gathered efforts to bring value-added discounts. During this year's "Five-Year Shopping Festival", consumers can also check in the major stores of Bailian Group through real-time positioning, and participate in the activity of "checking in Bailian Landmarks and lighting up a better life".
Bailian Group said that in the next step, it will actively integrate corporate resources, benefit consumers with practical actions, give full play to the integration characteristics of diversified consumption scenarios and online and offline integration, adhere to the service as a bridge, and continue to meet consumers' all-round needs for a better life.
Header picture: "55 Shopping Festival, Bailian Beautiful Life Season" kicked off in Shanghai. Labor Daily reporter Lu Yanting photography