After the rise of online e-commerce, as an important place for physical consumption, many shopping malls have become crowded, and it is difficult to survive. However, when people are struggling with whether to go to physical shopping malls for shopping and consumption, many physical shopping malls have re-adjusted their commercial layouts and adjustments, making shopping malls a new cultural and leisure space for citizens, meeting people's needs in various aspects of material and spiritual life, and adding styles and ways to come to shopping malls for consumption.
According to the "Tonight News" report, from immersive scenes, fashion trend exhibitions, popular IP fan festivals, to literary salons, book signings, to ** sharing meetings, handmade markets, etc., today's physical department stores, shopping malls, and supermarket stores are no longer limited to common discounts, but are increasingly launching diversified new hot spots, using new scenes and new concepts to bring consumers a new consumption experience that is different from the past.
At the same time, topics such as "visiting shopping malls has really become only shopping" and "the process of young people visiting shopping malls now" appeared on Weibo hot searches, triggering discussions among netizens. With the development of consumption patterns and the change of people's pursuit of life, "shopping only without buying" has gradually become a new trend for more and more young people to go shopping. Not long ago, a survey of 1,615 respondents conducted by the survey center and the questionnaire network showed that the main reason for people to visit physical stores is to buy and take it immediately, without waiting (624%) and a more authentic and direct product experience (61.)1%）。It can be seen that sixty percent of consumers value the experience of shopping malls.
Taking Beijing as an example, the most popular shopping malls are such leisure experience integrated shopping malls, such as Hopson Hui, Joy City, Blue Harbor, Parkview Green, Sanlitun, Wukesong Huaxi, etc., which are not only popular with locals, but also popular tourist landmarks sought after by foreign tourists.
When I visited shopping malls recently, I found that many shopping malls are constantly transforming and upgrading. It is not only a place for shopping, but also for dining, entertainment, cafes, salons, markets, handicrafts, movies, fitness, hairdressing, beauty, singing, exhibitions, bookstores and other formats. In particular, those newly opened shopping malls, in addition to focusing on a certain area, have also built extra-large sky gardens on the rooftops, which makes people feel surprised and beautiful every step of the way. Therefore, the diversification and personalization of hot spots are becoming the "new normal" of offline shopping malls.
In the face of consumers' ever-changing consumption tastes, the adjusted shopping malls all regard meeting the needs of consumers in many aspects as a pursuit of regeneration. What was once a shopping paradise is also allowing more commercial and cultural formats to gather and bless. Let food, parent-child paradise, education and training become the standard configuration of new shopping malls. More and more shopping malls are focusing on organizing markets, opening indoor festivals, co-branded popular IP exhibitions, and opening trendy pop-up stores, in order to attract young people to take photos and check in, increase popularity, and drive consumption. For more and more young people, the meaning of shopping malls is no longer limited to choosing clothes and buying goods. Punch-in shopping has become a new way to socialize. Social attributes have also become a necessity for shopping malls to improve quality and efficiency, and turn around gorgeously.
It seems that more cultural experiences are coming to the mall, which not only regains popularity, but also benefits many business formats. Because as long as there is **, there will be consumption and opportunities. Some people also call the changes after the transformation of shopping malls as if they have become a "worry-free grocery store" for young people, which not only has a sense of ritual shopping, but also satisfies people's pursuit of relaxation in life. Whether it's just strolling, shopping or shopping, or gathering with family and friends, talking and entertaining, these high-end shopping malls have become the first choice. No wonder there are ** exclaims: innovative consumption makes shopping malls become attractions.
The upgrading of traditional shopping malls has allowed us to see the multi-dimensional consumption needs of people in the new consumption era. Visiting new shopping malls has become a new way of life, and it has also become a magic weapon for many brick-and-mortar stores to increase customer stickiness. The emergence of more and more complex shopping malls that are delicious, fun, beautiful and easy to visit has greatly enriched the leisure life of citizens and brought physical shopping malls into a new stage of development.
The original title was "Shopping malls no longer buy, buy, buy, focus on cultural experience should become a trend" Author: Zhao Qiang, **Labor Afternoon News).