Yau Tang Shopping Center Will Experience Three Dimensional Innovation Management.

The Yo Tang shopping center, rather than the outside business circle, is a shopping mall, but it is better to say it is a playground.

In 2014, Yau Tang shopping center upgraded from a social shopping center to a retail night city.

At the same time, it also subverted the traditional marketing mode, tried out the "circle marketing" for the segmentation customer group, and implanted the concept of "big entertainment +" with imagination into the merchants, which stimulated consumption and attracted high-quality brands.

On the same day, on March 8th last year, for the female consumers, Yau Tang shopping center invited hundreds of male models to interact with each other. During the world cup, the football club was jointly built with the Guoan club. In August last summer, the "Transformers 30th Anniversary Tour" came to the shopping mall. During the Christmas season, the shocking performance of Broadway famous programs was introduced. As a new life set with entertainment, brand collection, social interaction and cultural experience, the Yau Tang shopping center will experience three dimensions, serve the public with the spirit of business and cultural charm, and promote effective passenger flow pformation and consumer stickiness. From obscurity to one of the fashion and entertainment landmarks of Beijing, Yau Tang shopping center has many new ways in 2014.

In the past, the traditional retailers' marketing methods were relatively unitary. Most articles focused on goods and neglected to establish contacts with consumers.

In order to accurately disseminate, Yau Tang shopping center aims to grasp the target customers with personalized and clustered "circle marketing".

Every one of us usually has a large and small life circle. Before the exhibition and the official start of the activity, Yau Tang shopping center will invite a number of opinion leaders and network people to preheat the activities and stir up the heartstrings of consumers.

The target group of Yau Tang shopping center is a young group with novelty and novelty.

It is precisely the accurate study of the audiences. The Yau Tang shopping center subtracts the Internet thinking.

It is not just seeking breakthrough from O2O and big data, but concentrating more on geopolitical and regional resources.

Delayed business: no gap in consumption

In 2013,

Put forward the idea of creating social platform, turn shopping malls into theaters, and enhance the experience of consumers through multiple plays.

In 2014, Yau Tang shopping center put forward the idea of subversive innovative marketing, which is not related to shopping and related to hormones.

except

On the subversive innovation, Yau Tang shopping center also made a bold decision to try to delay business and move towards a closed shopping mall.

Beijing's nighttime consumption has great potential, but in many aspects such as weather, cost, property, water and electricity pformation and so on, many shopping centres that see business opportunities have to give up the idea of delaying business.

In order to create a "Pan style" business circle, Yau Tang shopping center tried to introduce an alternative format Modo nightclub, will have the feeling of extreme shock performance arrangements to night staged, spent 3 months to communicate with merchants to launch "36 hours do not close" business.

According to statistics, the total volume of passenger traffic in Yau Tang shopping center rose to 120 thousand during the 36 hours' closing of -17 last August 16th, and the sales volume tripled in the same period. In the off-season retail business, Yau Tang shopping center hit a new high of passenger volume and sales volume.

Liu Jing, general manager of Yau Tang shopping center, said that "not closing" business was not only a new choice for young people, but also an exploration and attempt by Yau Tang.

Through rich formats and brand combinations, Yau Tang shopping center meets other needs of consumers beyond shopping.

In fact, since last year, Yau Tang has made large-scale adjustments to the format, and has optimized the proportion of the original catering, children and other formats, and has introduced new formats that can meet the needs of more consumers.