Beijing Shopping Center Seeks To Upgrade Most Shopping Malls To Use New Media.

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< p > < strong > adjust the format to attract young people < /strong > /p >
< p > recently, a number of shopping centers such as Huarun href= "//www.sjfzxm.com/news/index_c.asp" > Huarun multicolored city "/a", Chaoyang Joy City, Yau Tang square and so on have launched large-scale brand and format adjustment. < /p >
"P >" this year, the first phase of the shopping mall will have 60% of the brands expired, there will be a big adjustment. We will pay more attention to the upgrading of brands, and introduce merchants with good rental income and high returns. " Huarun colourful city general manager Zhu Lin said. < /p >
< p > > Chaoyang Joy City, a series of "a href=" //www.sjfzxm.com/news/index_c.asp "> Joy City /a >, will also be" repackaged "this year, adjusting its brand and format to attract more young people and young families. "Next, we will carry out an indoor unified theme packaging for the interior decoration of Chaoyang Joy City, and the style will be more comfortable and natural." Chaoyang Joy City said. < /p >
P, located in the Yau Tang square in Chaoyangmen business district, launched two brand exclusive activities targeting white collar customers last year. According to Yau Tang Plaza, this year, Yau Tang will further enhance the proportion of dating catering, which will reach 52% of the restaurant area. < /p >
< p > < strong > experiential format enters differentiation phase < /strong > /p >
< p > catering has always been a magic weapon for attracting customers and increasing profits in the < a href= "//www.sjfzxm.com/news/index_c.asp" > shopping mall > /a, but with the intensification of competition, the form of experience format has also split up. "The catering industry has low rental capacity and is difficult to form core competitiveness, so shopping centers begin to introduce experience formats related to their location. In particular, the newly opened shopping center in recent years has changed the pattern of experience based on consumer habits. Soza, director of Rui Yi De, said. < /p >
< p > recently, the reporter came to Huarun multicolored city in Qinghe, Haidian District, and found that the gathering ability of different industries was "ice and fire". In the two floor clothing brand area, try very few customers. At the same time, the children's theme parks and training institutions on the four floor are full of parents who bring children to play and consult. Zhu Lin said that at present, the real ice rink and Snoopy children's playground are the symbolic formats of Huarun multicolored City, bringing a lot of passenger flow and sales. < /p >
< p > Chaoyang Joy City also said that the new format including pet theme park is under negotiation. < /p >
< p > "this year, the shopping mall will further introduce more cultural thematic activities to enhance the social attributes of shopping centers and enhance the attractiveness of white-collar customers." Yau Tong square said. < /p >
< p > < strong > shopping centers have taken advantage of new media < /strong > /p >
< p > electricity providers have also provided a new way for the transformation of traditional shopping centers. At present, almost all shopping centers in Beijing have launched new media platforms such as WeChat public number and APP to enhance interaction with target consumers. At the same time, many shopping centers also test the water O2O, which connects the online and offline trading mode. < /p >
< p > March 8th, 9 days, two days, Chaoyang Joy City and Taobao cooperation, customers can be paid by mobile Alipay. Chaoyang joy city introduces, is currently trying to normalize this cooperation mode. < /p >
< p > in February this year, the WeChat public number of Huarun multicolored city was upgraded from subscription number to service number. It realized the functions of mobile customer relationship management system, WeChat membership card and entity card, WeChat payment and so on. Huarun has said that this can achieve higher sales at less cost. < /p >
< p > the advantage of shopping centers is that goods and services are within reach. The introduction of online payment and other modes is consistent with the psychology of consumers' emphasis on efficiency and greatly enhances the service experience. Susan said. < /p >