On the occasion of the opening of Shanghai Zhenru Unipark MAX for half a year, the project actively responded to the call of the Shanghai 66 Nightlife Festival, deeply excavated brand resources from the perspectives of service consumption and new consumption, and took advantage of the linkage to launch a super mid-year celebration during the Dragon Boat Festival, planning a holiday feast covering Internet celebrity consumption economy, youth culture, and national style aesthetics.
Even under the influence of the national college entrance examination and the final examination of primary and secondary schools, the passenger flow and performance of the real Unipark MAX are still strong. During the Dragon Boat Festival, the total passenger flow was 33.93W, and the average daily passenger flow was 11.27W, an increase of 38% month-on-month. The total sales were 3602.85W, the average daily sales were 1200.6W, an increase of 35% month-on-month, and the media on the whole platform harvested 2300W+ exposure, ranking TOP.1 on the popular list of Dianping Shanghai shopping malls for 6 consecutive months.
Fully mobilize the enthusiasm of merchants in the venue, combined with omni-channel exposure, and work together to create a super mid-year celebration
It is really like the mid-year celebration of Unipark MAX, with 1 month as the preparation period, and through the close cooperation of Zhaoyun, the final landing includes the first bread market in Putuo, let's go! Including the Battle Street Dance Contest and the Dress Huaxia Global Hanfu Competition, there are a total of 10+ exciting activities! With the help of the advantages of brand resources in the venue, the idol boy group stars were invited to appear in the venue to celebrate the festival with customers and friends.
This event is deeply bound to the community within 5 kilometers of the project, and accurately radiates the target customer group through multiple channels such as barriers, ladder media, Moments, Moments information flow, SMS, etc., with a total exposure of 2300W+ person-times across all channels.
At the same time, it mobilized the enthusiasm of multiple formats such as big-name clothing, gold jewelry, digital home appliances, high-quality catering, and family facilities in the venue, and launched popular discounts such as 400 for 299 groups of big-name clothing, 300 gold derogation coupons for 1 group, 5000 off for digital home appliances, and 5% off for all catering, which were welcomed by the majority of consumers.
Insight into the new consumer needs of customer groups, independently create original market IP, and trigger the whole network tap water
With the changes in the external environment, the consumption needs of customers are also changing imperceptibly. With a keen sense of smell, Zhenru Unipark MAX integrates the power of planning, operation and investment promotion to jointly create the first baking market in Putuo District - Zhenxiang Bread Festival, which accurately matches the new consumer needs of customers.
A total of 30+ online celebrity boutique bakeries from Modu and its surroundings have joined forces to turn the 1,000-square-meter Ginkgo Plaza on the north side of the MAX of Zhenru Unipark into a bread park with check-in attributes. Through the public comment and youth community activity platform, the event preview was released, and a limited gift package was launched to lock customers in advance. In the later stage, combined with the announcement of Xiaohongshu experts, we sincerely invite the bread heads of the whole city to come to Zhenxiang to meet on the spot.
In this baking market, with a good reputation and online publicity rhythm, it finally gained 1600+ UGC notes on Xiaohongshu and review platforms, and the topic data of the True Fragrance Bread Festival reached 23.4W views on the dual platforms. It is popular on the Shanghai homepage of the rough door platform, with a total exposure of 12W+ on the whole platform.
Grasp the new passenger flow engines such as youth idols, Internet celebrity consumption, youth culture, and national style aesthetics to help sales in the venue
On the basis of the traffic of the main store Zhenru Sam's Club, Zhenru Unipark MAX staged a series of circle activities that young people like to see in the three days from 6.8 to 6.10 by researching the pop culture of young customers.
let's go！ Activities such as the Battle Street Dance Competition, the House Dance Party, the Chinese Global Hanfu Competition, the Hanfu Parade, the K-POP Dance, and the Handbook Market are staged every day, continuing to attract young consumers to visit and find their loved ones in each activity.
In addition to the presentation of creative content, Zhenru Unipark MAX will continue to deeply explore and make full use of the brand resources in the venue. After learning that Mo Yogurt would invite idol artist Lin Mo to conduct a one-day store manager activity, he quickly followed up with various matters such as public security approval and made the event finally land successfully. On the same day, it attracted a total of 500+ fans to the venue, and achieved a single-day GMV of 12W in a single store of Mo Yogurt in the venue.
In the upcoming third quarter, Shanghai Universal City MAX will continue to adhere to the business philosophy of "enjoying the ultimate splendor", continue to explore the social gameplay of young people, and continue to create festivals while deeply exploring and leveraging external resources at low cost, so as to penetrate the minds of vertical target customers and help the project operation continue to improve.