A week after the May Day holiday
Major business districts continue to be hot
Nanjing relies on the Hexi Yuantong Hamburg Festival
Traffic turns into sales to create a phenomenal "explosion"
"Out of the circle" in the national holiday consumption track
What is behind the "out of the circle".
Big data display
More than half of the site were out-of-town tourists
The participants are mainly post-90s and post-00s
Let's look back at "May Day"
See how the business district takes the initiative to upgrade
Embracing consumption as "Generation Z"
A "Gen Z" team
As a generation that grew up with the development of the Internet, "Generation Z" is often referred to as "digital natives". The term originated in the West as "Generation Z", which is characterized by exposure to the Internet, social networks, and mobile networks from an early age. In its prospectus, the young-growing B station defines "Generation Z" as people born between 1990 and 2009.
"I was from 1998. Hamburg is one of the sources of happiness for young people, and the original intention of the Hamburg Festival was to serve young people. Talking about the Hamburg Festival that has just ended, the main creator of the event and a food blogger with millions of Douyin fans, "Xiao Li is a little hungry", said, "Except for the post-90s main creators in our team, the other employees are basically post-00s. ”
The "Xiao Li", who belongs to Generation Z, wants to capture the most energetic and most spending power. After studying abroad for many years, Xiao Li, formerly known as Li Chenxiao, also knows how to taste food. He said that in combination with his professional director, in March last year, he created the Nanjing Hamburg Festival for the first time, "This time, the 'May Day' was selected in Yuantong, which is already the third session, and each session is more popular than the other." ”
During the "May Day" period, various forms of special theme activities such as Ye Parade, Hamburg Festival, and National Style Market brought super popularity to Jianye. During the "May Day" period, the tourist flow of scenic spots, cultural and museum venues, and neighborhoods in Jianye District was 1.0168 million, a year-on-year increase of 72.16%. Among them, the Yuantong business district is the most popular, with more than 300,000 visitors and nearly 100 million yuan in sales of ifc IFC International Financial Center, which opened at the beginning of the year; The Burger Fun Festival attracted more than 40 well-known burger restaurants and trendy brand stores across the country, attracting tourists from all over the world to check in, and the popularity was beyond imagination, driving the shopping mall's customer flow to increase by more than 200%.
A superimposed spread
During the "May Day" period, the picture of young people buying hamburgers with umbrellas appeared on social media.
Among this group of passengers, there are junior students and post-00s Xiao Xu in Nanjing Xianlin University Town. He said that on the afternoon of May 5, after queuing up to taste 3 freshly made hamburgers, he and his classmates went to Huacai for a walk, and also went around to ifc to consume, "I have always heard that the IFC is very good, but it is far away from Xianlin. ”
From the east of the city to the west of the river, how did the post-00s know about the Hamburg Festival? "Because of the push and promotion of social platforms. Just when there is time during the holiday, it is very convenient to take the subway and try it. ”
The Hamburg Festival is held in the open air outside the mall, the cheap one is more than 20 yuan, the expensive one costs hundreds of yuan, from 9 o'clock in the morning to 10 o'clock in the evening, and the rain and cooling do not affect the enthusiasm of young people from all over the world to hear the news. "A lot of them are from other provinces, and everyone is very happy with their suitcases." Xiao Xu and his classmates consider themselves to be "Citywalk", which is cheaper in comparison.
They queued up separately, and they were not idle during the queuing period, taking photos with their mobile phones, sending moments to friends, uploading Douyin, recording Xiaohongshu, and pushing on station B, quickly forming a secondary and tertiary superimposed communication...... The commerce department of Jianye District revealed that in order to provide good services and let young people from all over the country "go shopping and eat" smoothly, during the "May Day" holiday, the shopping mall took the initiative to cooperate, opened in advance during the day, and delayed the opening of the night for more than half an hour.
A business district promotion
Across the street, Nanjing ifc, which joined the "May Day" holiday for the first time, was also "radiated" by this group of passengers. Young guests kept dragging boxes from the opposite side, and the cabinet sisters themselves also had Xiaohongshu accounts, and when the break time came, they automatically walked to the opposite side, queuing up to buy, buy, buy, pat, pat.
How can a burger leverage a holiday business district?
"Hexi Jianye is the international window of Nanjing, because of the support of the government department and the early docking of the shopping mall team, the final effect exceeded expectations." Xiao Li is a blogger with a considerable number of fans and a local resident, during the exchange, he said that he did less than three hamburger festivals in a year and a half, and after comparison, he thought that the effect of this "May Day" event was "excellent", on the one hand, because the mall had upgraded the outdoor venue in advance and done enough homework; On the other hand, the relevant government departments have strengthened communication, ensured the space for guests, and shown sincerity with full thought and sincerity, so that there are many people but not chaos, and the business district is hot but not "noisy".
At the same time, the good communication effect has also made more businesses across the country and even abroad willing to "show their muscles" through the business district platform, exhibit the latest and best food styles, attract the "delicious" "Generation Z" young people, and let the media, Internet celebrities and food bloggers focus on it.
After withstanding the test of the "May Day" holiday, Yuantong Business District is now full of confidence, planning to further unblock the block and upgrade the business format in the northeast corner. In particular, with the entry of major enterprises and institutions, including Alibaba, Xiaomi and other famous enterprises in Jiangsu, the second phase of the Financial City and the opening of IFC, in recent years, the internationalization and rejuvenation of Yuantong business district have become prominent.
"The young customer base is growing, and the format of the shopping mall must also be actively adjusted." The relevant person in charge of the Jianye District Bureau of Commerce revealed that it will further seize the "holiday economy", summarize the experience of small and long holidays, focus on "Generation Z", open up, strengthen vertical categories, and create a "top business district" favored by young fashion people.
"To attract so many young people, it is more than service and sincerity." Regarding the "out of the circle" phenomenon of young people crowding the business district on May Day, Zhang Qinglei, director of the marketing department of Nanjing University of Finance and Economics, has long been concerned: "This is mainly determined by the characteristics of the 'Generation Z' group. With the popularization and application of Internet technology since childhood, they have been highly dependent on the Internet for obtaining information. In the view of the 'Generation Z', which represents the trend of youth, the impact of online promotion can far offset the impact of offline distance. ”
Zhang Qinglei believes that the "Generation Z" group is a group that pursues freedom, is willing to balance life and work, and is willing to "pay immediately" for what they see and hear; The expression of the "Generation Z" group is also highly dependent on streaming media and community platforms such as short videos and Weibo, and is good at expressing, discovering and disseminating what they think, hear and see. "If you have a good experience of the event, you will be willing to share and spread, and then accumulate a good online reputation for the event and the entire business district."