Bidding farewell to the Jade Rabbit and welcoming the Golden Dragon, at the end of the year, shopping malls in Shanghai have prepared unique New Year activities to welcome the New Year with the magic capital. From internal and external beauty and aging, New Year's market to popular IP, what kind of gameplay is most attractive to consumers? How to achieve unique and new ideas in the homogeneous traditional content? Let's take a look at the "Year of the Dragon Homework" given by Shanghai shopping malls. 
Shanghai Longhua Society.
New Year's Beauty
Inheritance and innovation coexist
Following the Chinese New Year tradition of "putting up lanterns", many shopping malls are decorated with lanterns with oriental aesthetic charm.
Yu Garden Lantern Festival "Mountains and Seas Strange Yu Ji".It can be called one of the most popular attractions in Shanghai for the Spring Festival this year, and the most out of the circle and the most difficult to build is named after the famous sentence in Xin Qiji's "Qingyu Case: Yuan Xi"."One Night Fish and Dragon Dance" light groupMore than 400 small fish lamps converge into a swimming dragon, and the fire trees and silver flowers, lights and moons shine together, which perfectly interprets the artistic conception in the poem. It is worth mentioning that it coincidesThe 60th anniversary of the establishment of diplomatic relations between China and France and the Sino-French Year of Culture and Tourism, this year's Yu Garden Lantern FestivalThe first cross-border liftIn Paris, France and Shanghai jointly lit up, so that the world can feel the unique charm of oriental aesthetics.
*From People's Weibo.
There is also a streamlined dragon-shaped beauty that is also usedBeaulieu WorldFollowing the opening of the "Zhang Lantern Color" public art installation group, Panlong Tiandi launched the "Zhang Lantern II - Zhang Lantern" in the New Year, where lanterns with elements such as "dragon scales", "auspicious cloud patterns", "water ripples" and "auspicious dragon fire" are transformed into 40m meters of dragons and parade around the streets and alleys of Panlong.
*From Panlong Tiandi Little Red Book.
Huijin Department StorewithDunhuang MuseumCooperation, extracting the image of the dragon in the Dunhuang mural as a sculpture, full of red, showing the posture of swimming in the auspicious clouds.
*From Huijin Department Store Xiaohongshu.
Not only the traditional beauty of the mall, but also the exquisite creativity of the brand. For example:louis vuittonInspired by the traditional Chinese Five Elements culture, inTaikoo Li QiantanThe design creates a "jeweled" giant green dragon, the pupils are engraved with the LV brand logo of pearls, and the fangs sparkle like diamondsInherited the brandThe understated luxury texture.
*From Taikoo Li Qiantan Xiaohongshu.
In addition to the Five Elements Culture, paper-cutting elements have also been applied to the beauty of the Year of the DragonHigh-end watch brand hublotInShanghai Hang Lung PlazaThe New Year's dragon-shaped art installation combines the artistic sense of Chinese paper-cutting with the mechanical sense of a watch.
*From Hublot Weibo.
Shanghai Zhangyuan Fengshengli Philips Healthy Life LabSpecially built giant swimming dragon, dragon head to dragon tail from the second floor to the first floor, occupy two floors. You Long is also full of all kinds of New Year's wishes, and a check-in point is set up at the entrance of the store. However, a large part of the device's popularity comes from"Tap water" flow。Due to the small proportion of eyes in the faucet, he was named "Li Ronghao" dragon and "Li Longhao" by netizens. The brand also listened very much to the persuasion, and immediately put on "contact lenses" on the red dragon. This kind of interaction has established a better image for the brand in the minds of consumers.
In general, there are more choices for the beauty and display devices built by the business district or shopping mall itselfInherit traditional cultural elementsThe brand prefers to integrate its product characteristics and modern sense into a variety of representative New Year's imagesConvergence and innovation
IP co-branding
Tradition and cuteness are at the same time
In recent years, many shopping malls have chosen to co-brand with IP to create momentum. As a symbol of auspiciousness, wisdom and strength in traditional Chinese culture, the dragon has also become a popular image of the New Year's IP cooperation choice.
While other brands are still competing for the most majestic and cool dragon beauty,Bailian Western Suburbs Shopping CenterUse a milk dragon to "kill" out of the encirclement and win a large number of fans. The first exhibition of the cute milk dragon in ShanghaiSet up a check-in area, interactive facilities and genuine peripheral products, and also launched clothing and catering activities, which are full of cute images of milk dragon IP. Bailian Xijiao Shopping Center was just renovated and upgraded last year and proposed"Healthy, energetic, sustainable".With its innovative concept, Milk Dragon IP has undoubtedly added a lot of vitality to this long-established shopping mall.
In addition, according to the latest customer portraits, Bailian Western Suburbsof the surrounding customer groups are in25 to 45 years oldage group,Families with children account for more than 40% of the total households, the milk dragon IP device in the field and the milk dragon puppets walking around are also in line with the renovation of Bailian West SuburbsFocus on parent-child and younger consumptionof the planned layout.
Metro Citywithline friendsJointly create a warm and cute IP New Year's beauty Chen, and rely on a new cooperative IPJoguman Year of the Dragon Welcome Exhibitionsuccessfully got out of the circle, and was "praised" by netizens on Xiaohongshu as "the funniest dragon in the magic capital". It is worth mentioning that the new brand *** of the international creative studio Line Friends has officially opened on January 26. In addition to ***, LineFriends has launched a creative interactive product with the theme of coller in Shanghai"Light experience store".Later, it successively landed in Hangzhou, Shenzhen, Wuhan and other first- and second-tier cities in a cute manner, providing fans in various cities with an interesting IP purchase experience through "IP interactive products".
There are also some shopping malls that are "not trapped in the shape of a dragon" and diverge to their heart's content, such as Hongqiao Nanfeng City and Shanghai Film Yuan, which linked up with Shanghai Fine Arts Film Studio's classic animation "Havoc in Heaven", "Nezha in the Sea" and "Hulu Brothers" to launch the New Year's and New Year Exhibition, locking in line with itself with the national tide IPParent-child family positioning of consumer groupsIn the first week of the exhibition, the number of visitors to the shopping mall increased by 22% year-on-year.
No matter what kind of IP shopping malls want to borrow, they need to find out their own customer group positioning and customer group preferences, but in the long run, they need to form their own IP culture from it, be more differentiated in brand introduction and business richness, and form better interaction with consumers through IP and related operation activitiesIt belongs to the brand symbol of the shopping mall itself
New Year's Bazaar
Shopping and playing
The sound of the wind flute moves, and the light of the jade pot turns", in Chinese tradition, the taste of the New Year often begins with "rushing to the market". The bazaars are often gatheredBuying and selling of goodswithPlay and be entertainedHow to let everyone buy and have fun has also become the main task of the Chinese New Year shopping center every year.
"Long Xingfu to" Nanjing Luxi MarketIt can be regarded as a "big pomp" in many New Year's markets, covering an area of more than one2000 square meters, covering more than 80 characteristic merchants such as new product launches, Internet celebrity food, good things at the Expo, and time-honored brands in the Yangtze River Delta, as well as immersive check-in points and interactive beauty display devices. Nanjing Luxi Market is not only"Catch up with the New Year's auspicious - Yangtze River Delta time-honored brand New Year's Festival".It brings together more than 30 well-known time-honored brands in the Yangtze River Delta region in China, as well as New Zealand honey handmade yogurt, Nepalese cashmere scarves, Syrian rose essential oil, Thai fireless aromatherapy, Pakistani camel skin lamp, etc"Silk Road Boutique".All unveiled. Not only that, but there were also McDonald's, China UnionPay, Anta, Getoy Club, etcBranded pop-up storesAvailable for a limited time. Explore a new model of consumption scene innovation and create a new model with Shanghai characteristics"Business +" cross-border integration and linkageNew Year's atmosphere.
*From *** Shanghai Huangpu.
Shanghai Suhe Bay Vientiane WorldLaunched with its profound historical and cultural heritage"See the dragon and have joy loong long luck".In the century-old Tianhou Temple, the "Tianhou Temple Fair" was built, an 8-meter-high peach blossom tree was erected, bringing traditional folk culture experience, and the Shanghai Shikumen Complex "Shenyuli" presented the first exhibition of the "Wishing Dragon" sculpture for everyone. The MixC will also stage an intangible cultural heritage fish lantern parade and a traditional intangible cultural heritage performance of dragon and lion dances, showing the traditional oriental culture.
*From Shanghai Suhewan Vientiane World Little Red Book.
HKRI Taikoo HuiwithJean-Michel Basquiat** willPresented together"Little Dinosaur with a Crown" public art installationIt brings a different international vision to this New Year. At the same time in the fieldHKRI Taikoo Hui Independent Market IP "Dare to Gather".withWhere a few common rareCooperate to present a joyful and enthusiastic New Year's Festival flower market"Flower Market"., a fusion of traditional customs and trendy experiences to interpret the Chinese New Year culture. Flowers from Yunnan, French boutique salon perfumes, intangible cultural heritage handicrafts and other selected independent original brands have landed for a limited time to light up the aesthetic inspiration in the New Year atmosphere, and the "Boom Dragon Dragon Celebrates the New Year" ** performance is staged regularly, bringing together jazz, folk, pop and other different ** styles, full of energy for the New Year with joyful notes. HKRI Taikoo Hui also invited emerging artist Heiwa to interpret the character "Dragon" using traditional calligraphy to create a huge calligraphy work "Dragon in Shanghai, 2024" on the L1 floor, creating a warm atmosphere for the Chinese New Year of the Dragon.
*From Jing'an, Shanghai***
In order to facilitate consumers to purchase New Year's goods, many shopping malls have launched New Year's goods fairs. For example:Collection The LightboxHand in handEmpty cooperatives, which opens in the photosynthetic atrium on the first floorThe first New Year's Gift Market Take it easy, assembled in the bazaarDramaFashionableArtand other 17 creative brands, which can be played and shopped, to help consumers easily cope with the Spring Festival exchanges; Ruihong Tiandi joins hands with Shanghai's well-known delicacies from ** "Egger is full", specially created in the atrium on the 5th floor of the Sun PalaceThe market is as good as it is - the New Year's goods setPush through space constraints, so that consumers can buy traditional New Year's delicacies from all over the country without leaving "Shanghai", from pecans in Lin'an, Zhejiang, to persimmons in Fuping, Shaanxi, including the same ingredients in Michelin Black Pearl Restaurant, as well as blind boxes, flowers, books and other exquisite things.
In addition to shopping, many shopping malls have also taken it into account"See for yourself".The fun it brings. BFC Bund Fengjing Longyun MarketIntangible cultural heritage craftsmen were invited to lead everyone to experience the charm of handicraft. Haisu Cultural Squareof"C·PARK Come to the Park to Meet" Charity MarketAt the same time, as a community public welfare market, 10%-20% of the stall fee and stall owner's income will be donated to pets, heart disease children rescue and Huayang Community ** Association, to open the New Year with goodwill.
Conclusion
The flowers are similar every year, but the people are different every year. At the beginning of the new year, it should beDare to break throughRise to the challengeAlthough many shopping malls have brought topics and fun to the New Year this year, there is still something missing that is refreshing and amazing. We look forward to having shopping malls to bring new inspiration.
Part of the ** and information comes from the Internet, invaded and deleted.