Written by Orange Wei
With its influence and event planning capabilities, fun and fun markets are becoming an important marketing channel for brands.
At the end of the five-day workday, the weekend is a time for couples, friends, families who need a space, an activity and some interaction to spend hours together.
The marketplace has grown into a popular event with all-encompassing and light-hearted content. Unlike scripts, which consume brain cells for reading comprehension, or trekking and needing equipment to go deep into the mountains and forests, the market is a stroll space paved with unknown colors, where consumers can explore new and exciting things, play childlike games, take photos with brightly colored installations, taste food, chat with stall owners, and share with those around them.
At a time when people are paying more attention to offline interaction, vibrant and interesting markets are becoming the choice of many people. In particular, themed markets, such as sports, coffee, pets, sustainability, subcultures, etc., can often gather a large number of people with similar aesthetics or hobbies to deepen their sense of identity.
The simple but not simple stalls are supported in the atrium on the basement floor of the shopping mall, in the open-air square, in the art center, and in the old factory. The booth is hung with poster canvas printed with logo, delicate items are placed in the shelves, and WeChat *** reminds consumers that if they can't make a decision at the moment, they can also communicate online.
Of course, not every market can cause crowds, in fact, it is not uncommon to pay thousands of yuan for three days to pay a booth fee, but the income is less than 100 yuan. The market has gradually attracted attention since 2020, and in 2022, brands and consumers flocked to the market to jointly promote the market to reach its peak, and then in 2024, because more and more entrants will enter the marketThe uneven quality of the market is eroding the patience of consumers, and doubts and voices of decay are gradually rising.
In any case, the market has become a part of the city's entertainment life, like escape rooms, script killing, camping and citywalk, which once exploded and gradually returned to peace.
Product homogenization
The most common in the market are golden ornaments, silver necklaces, fragrant coffee, fluffy felt dolls, starch sausages and rock sugar gourds. Uniformity easily extinguishes the flame of impulse to buy in the hearts of consumers.
Terrible location
If it's not a market brand that responds to the market, it's not always good to nest in a remote suburb, or hide in the back of a building, and only those who have accumulated a lot of followers can feel confident in doing so, and most markets choose venues with plenty of natural traffic.
Weather
In another sense, it depends on the sky to eat. Beautiful weather is the prerequisite for most people to go out, cold, rain, and wind are all factors that dissuade them. The weekdays have already experienced the wind and hardship, so don't do it again on the weekend.
Chaos management
Why is there a sudden cancellation without notice? How can paid outdoor venues prevent people from slipping in? Is the process at the ticket gate clear and convenient? I have already checked the time slot when I bought the ticket, why do I have to queue for an hour or two? Stallholders and consumers alike complained about the bad omen.
Chapter 2: The Attractions of the Bazaar.
Wool harvesting activities
It's coming. This doll is very cute, I want to try that sample, this canvas bag is very special, and I want to put on that tattoo sticker. Please queue up and scan *** pay attention to Xiaohongshu *** Douyin, and post a post of no less than 20 words with a topic.
Visual design
Visual design is a key factor in determining the tone of a marketplace. It should be in line with the style of the venue, the theme of the event, and be able to take pictures. Those devices full of ingenuity, smart and interesting are often the most able to produce films, and they are posted on social **, causing more people to check in. The Bad Boy Gift Paradise market held at Christmas incorporating a lot of Christmas elements, such as the dark green that can be seen everywhere, the turntable Christmas tree in the venue, and the Santa Claus pattern in the background of the performance.
Live Events
A budget-savvy market is no longer limited to selling products from stalls, but also has a schedule of events. In the big baby bazaar held on Halloween, there is an auction with a starting price of five yuan, a hundred ghosts night walk around the NPC surrounded by NPCs dressed as scary, blind date corners, idle transactions, band performances, divination, hand painting, taxidermy and other handicraft experiences.
Featured products
Uniqueness has an irresistible appeal to vertical circles, and the distinctive bazaar is more like a lively gathering of like-minded people. Everyone's market is a handbook, Fanji market is life aesthetics, silver salt market is a retro trend, and a leisure market is a sustainable concept.
Activities have always been an important part of the commercial body, and the commercial body needs rich activities to enrich the space of the atrium and the outer square, and give consumers the opportunity to visit repeatedly. Festivals, IP events, brand events, workshops, and exhibitions are all frequent visitors to commercial entities.
The market is now becoming one of the regulars. The market is rich and diverse, with consumers buying clothes and gadgets, as well as food, games and shows.
Curiosity is a market brand established in 2023, and currently has cooperated with many commercial entities such as Yongpingli, Shangsheng Xinsuo, Raffles City on the North Bund, and Tianmuli. At the beginning of the operation, there was no market to pay venue fees to the commercial entity, and when the content of the market gradually matured, the cooperation model changed: first, co-hosting, booth fees and sponsorship fees are shared, the market brand is responsible for the recruitment of stall owners, event construction and operation, and the commercial entity provides promotion resources such as local life *** Douyin account, and introduces brand sponsors; The second is the commercial procurement activity plan, and the market brand provides customized activity content according to demand.
Obviously,Commercial entities also need market formats to enrich their types of activities and stimulate consumers' desire to visit repeatedly.
In addition to the commercial body, the brand side is also investing money and energy in the market. For brands, the market is an effective place to get closer to young people and create connections. There are generally three ways for brands to participate in the market: booth sales, brand sponsorship, and customized activities.
Big brands don't need a market to provide popularity or **, but want to play with young people in the market and form an emotional link with offline consumers. Lushen, the manager of the market, said that for brands that are just starting out, they don't have so much money to operate online platforms, and offline stalls can first allow consumers to intuitively feel the power of the product, and secondly, they can experience the use of the product. The product has vitality. 」
There are also brands that have held markets as organizers, such as sports brand An Ko Rau in 2023, each with its own characteristics, pet editions, recycling toy fairs, and second-hand sports goods.
The competition in online sales is becoming more and more fierce, and who gets to consumers first often relies on high capital investment, and offline real contact and experience has become an important means for brands to attract new customers and consolidate old customers. How to establish a deeper link with consumers is always a difficult problem for brands to think about.
At the same time, online platforms are also actively participating in the market, such as Xiaohongshu, a social platform that focuses on life sharing, has a close relationship with consumer brands, has rich blogger resources, and is holding markets with different themes frequently, such as sports markets, food markets, handicraft markets, etc.
These moves show that Xiaohongshu wants to use the marketplace to create a deeper connection with consumers, and correspondingly, these marketplace themes will form a stronger binding relationship with Xiaohongshu, and perhaps further enhance Xiaohongshu's ability to roll up new trends.
Another online platform, Tmall, also held the Tmall International Live for a Long Time Market in the form of closer to young people, with the theme of a new concept of health preservation, a "Live for a Long Time Longevity Map" shows the main gameplay and flash mob activity information, collect stamps to receive gifts, play frisbee and balance ball, and watch the parade of immortals.
According to statistics released by Xiaohongshu blogger Market Collection, 29 markets will open in Shanghai in the near future. In the fierce competition, those markets with distinctive labels, distinctive products, interesting interactions and eye-catching devices will have a greater chance of continuing to operate, while other markets with serious homogeneity and no characteristics are likely to be favored by consumers and will be eliminated.
Fusion of electronics** and sustainable market brand need! Liang Yicheng, the founder of the city, said in an interview with the emotional city SCITY, need! It will definitely be a cultural brand, not a simple market brand, need! What we want to do is to be the maker of cultural events and the builder of cultural tribes.
As Liang Yicheng said,The head market brand may become more of a cultural brand, and the presentation of activities including booth selection, installation design, and interactive conception is the output contentMoreover, they have accumulated a certain number of loyal consumer groups in their respective circles, and their own traffic can become a bargaining chip for negotiations with brands and venues, and at the same time, they can also extend the form of business with a high degree of attention.
Fanji, which pays attention to independent original labels in the recruitment of stall owners, has been trying to launch its own brand and layout offline spaces, from the souvenir brand Fuki to the home life brand Katalogue, from the pop-up store to the long-term offline space Fanji Cafe & Select Shop and then to the two-month slow-pop-up store Fanji Hundreds Company, Fanji is continuing to invest in building a collection store around independent lifestyle brands.
Yinyan is known for its retro market, defining itself as an aesthetic collection space integrating clothing, lifestyle department stores, photography, and bicycles, with an e-commerce applet that sells clothing, bags, bicycles, cameras and other goods, and in 2023, it will create an art space with outdoor brands OFF Space and Big Roof Culture, and regular cycling activities have become another important channel for it to gather interested people.
From the beginning of its establishment, the Wushi team has paid great attention to brand benefits, and every market event organized has been marked with the logo of Wushi Curiosity, which is related to the market content presented, and over time, the brand will naturally form some labels. This year, Wushishi, which is mainly based in Shanghai and Hangzhou, plans to move to Beijing and Chengdu in the hope that more consumers and stall owners will know about the brand.
The deer god judged,In the future, the market brand will become half a creative advertising agencyThe first is that the market has its own fun activities, and the second is that the market brand itself is influential, and the cooperation with the market is relatively small for the brand owner, and the effect may exceed expectations.
There are various possibilities for the appearance of a marketplace brand, whether it is the promotion and sales channel of a lifestyle brand, the offline space that includes community events and unique brands, the event planning partners of commercial entities and brands, or the theme market that is touring the country one after another, looking for a new owner who understands the stall owner's beloved items.