There is never a standard answer to life, and in the fast-paced city life, more and more young people are trying to find a new balance between lying flat and involution, which also brings emotional needs. When emotional connection becomes a rigid demand for consumption, commercial content with emotional attributes can always directly hit the hearts of consumers and establish an intimate connection with consumers.
In the name of happiness, from December 22, 2023 to February 24, 2024, Vanke's annual brand event in the southern region of business——Each has its own kindThe New Year's special series is held in 38 commercial projects in 6 cities.
Returning to the essence of business, Vanke Southern Regional Business starts from paying attention to the bits and pieces of consumers' lives, planning New Year's Eve activities, linking shopping malls, brands and consumers, and touching more beauty and happiness with customers.
The New Year's Eve marketing campaign launched from December 22 in South China includes:Shenzhen, Guangzhou, Dongguan, Foshan, Xiamen, FuzhouThe businesses of the six cities have simultaneously opened a series of activities.
Now in its third year, the IP of commercial activities has more new highlights with more novel content experiences and differentiated scenarios on the basis of continuing the young trend of commercial projects.
Leverage the young power of business with festival marketing
From the perspective of time, this year's New Year's planning is more diverse, and the pre-marketing has spannedChristmas, New Year's Day, project anniversaryand other nodes. During the two-month campaign, a number of projects were also flexibly transformed into destination hatcheries according to the characteristics of different festivals, maintaining a new experience, thus injecting a fresh experience into the cultural content and further enhancing the recognition of this original commercial IP.
During this period, a number of projects under Vanke Southern Regional Commercial held vibrant and characteristic marketing activities such as lighting ceremonies, first-class meetings, and Christmas snowfall, to concretize the warmth, companionship, and aesthetics of the New Year's Day.
Guangzhou Tianhe Vanke PlazaAt the same time, with a series of cheerful and heart-warming activities as the engine, activities such as the Sugar Heart Coffee Tipsy Festival, the three major labels' live singing concerts, Snow Adventures, and colorful candy parades are integrated into the scene, leading the public to experience the vigorous vitality of the holiday gathering.
Xiamen Cloud City VankeCombined with the advantages of the open block, with the theme of "Winter Forest Party", Christmas lighting ceremony, forest ** party, forest fantasy snow night, forest New Year's Eve carnival night, ice and snow market and other wonderful activities were staged in turn, and the crowd continued to attract more consumers to stop and watch.
The arrival of the new year is a review of the past and a new starting point for the future. When New Year's Eve has become an indispensable ritual for people, shopping malls are public spaces in the city, and many projects under Vanke Southern Regional Commercial have already filled the sense of offline New Year's Eve rituals through the setting of scenes and atmospheresThe avatar has become a great New Year's Eve landmark in the eyes of the public, full firepower and consumers together towards a hopeful 2024.
Dongguan Chang'an Vanke PlazaClosely follow the hot spots of the consumer market, transform into a Maillard life esthetician, and bring consumers activities such as elopement to the moon New Year's Eve, romantic snowy nights, small town markets, street dance performances, etc., and play the life of the town with a fashionable and energetic attitude.
Vanke, Baima Road, FuzhouLaunched the "Embrace the New Year" warm-hearted hug project, with the beauty of the Chen check-in + festival activities as the main line, to create an original hug long live the beauty exhibition, the warm image of the original hug IP into the commercial fabric, and enhance the recognition of the project. Carry out a variety of activities such as the New Year's Eve party, 45+hug market, romantic first snow and bright fireworks, etc., to bring consumers a hearty and colorful New Year's Eve experience.
The annual anniversary celebration of the shopping center is an important window for the project to build a sense of consumer progressA number of projects will play new tricks on the fixed festivals every year
At the end of December,Shenzhen Longgang Vanke Plazaushered in the 10th anniversary, focusing on the "Nice to Meet Chill", in addition to holding a large-scale SP activity to give back to consumers, the site linked 10+ popular activities such as the mini trunk market, beluga band singing, outdoor yoga, and Bosideng to the beautiful snow catwalk, opening a unique birthday party. In addition, Vanke Plaza North Street has been newly upgraded, releasing the new concept of "Life is All", creating a theme scene of "Otter Home", inviting you to start a relaxed and comfortable lifestyle with cute and lazy otters.
Shenzhen Longcheng VankeHold a 6th anniversary celebration and open a series of customized activities such as the 6th anniversary party, hip-hop dance battle, and New Year's Eve party, so as to create a beautiful journey with consumers with differentiated experiences.
It's the fifth anniversaryShenzhen One Mall, specially planned the fifth anniversary birthday ceremony, and launched a candy band live, shell drama "The Little Prince", HK Phil Night x Years Like a Song and other wonderful activities, leading consumers into a carnival feast dominated by **.
Fuzhou Jinshan VankeWith the theme of "Happy Years 2nd Anniversary", a series of activities such as Hip Hop Freedom Christmas Eve and Genki MAX Assembly Night were brought by the free planting label, Idol Times, and many merchants in the venue, and the "New Ye" market and the Inner Child IP Exhibition ...... were landed on the spotCreate a convivial atmosphere that is unique to the project.
Promoted by dynamic and intensive thematic marketing activities, according to statistics, from December 22 to January 1, commercial projects in the whole regionPassenger flow increased by 115%.81% increase in sales。Follow-up activities will further explore traditional culture, plan traditional marketing around festivals such as the Spring Festival and Chinese New Year's Eve, and continue to refresh consumers' experience.
Since its establishment in 2011, Vanke Southern Regional Commercial has been deeply engaged in the southern market for 13 years, from its start-up to today's large-scale development, it has three major product lines: Vanke Plaza, Vanke Li and Historical and Cultural Block, covering different categories such as regional shopping centers, community shopping centers, and cultural businesses. Through the in-depth cultivation of different product lines, Vanke's southern regional business is also constantly expanding the boundaries of business imagination.
Sticking to long-termism, in the past year, Vanke's southern regional business has also returnedSpace scenes, membership rights, and intelligent operationsand make corresponding adjustments to the projects in operation to further enhance the sustainable vitality of the projects. This is also a key part of Vanke's southern regional business to continue to cultivate its own internal strength and enhance its core competitiveness.
Excavate spatial attributes and broaden commercial boundaries
In 2023, in a complex and changeable environment, Vanke Southern Regional Business will adhere to the essence of business, take "new growth" as the core, and strengthen the hematopoietic ability of space value from hard decoration transformation to scene experience.
In terms of building adjustment, in October last year, it was opened in phasesYongqing FangWelcoming the leap again - the official opening of the Jinsheng Plaza area, and the entry of trendy retail brands such as Bubble Mart and trendy collection store Sanse will fill the trendy and energetic atmosphere of the project and continue to write a new chapter of commercial "Tibetan Ancient and Modern".
Starting from the construction of commercial content with temperatureHumen VankeThe entire market and the shops on the street have been renovated. The circulation line of Happy Food Market and the hard decoration of the public area have been re-planned, and high-quality merchants such as Heytea, Luckin Coffee, and 7-11 convenience stores have been introduced to provide residents with a high-quality shopping experience at their doorstep with more humanized and comprehensive services and more comfortable living scenes.
Take experience as the core and activate the tension of the scene
In terms of scene experience, many projects also enrich the scene atmosphere of the space through a series of hard-core marketing. Dongguan first cast Vanke PlazaBased on the needs of the surrounding consumer groups, a comprehensive children's sports space has been created, and the value of the public space has been strengthened by holding comprehensive children's sports events and stage activities from time to time. Foshan Nanhai Vanke PlazaIn 2023, efforts will be made to create an "urban quality shared space", and the pet-friendly commercial label of the project will be deepened by holding special activities such as the PET pet cute pet season event, the corgi pet competition, and the introduction of the popular IP super cat space.
Anchor member operations and upgrade member benefits
In the process of member operation services, Vanke Southern Regional Commercial is also constantly upgrading its rights and interests. Last year, it opened up the redemption of member points by integrating the group's internal resourcesSongshan Lake Resort Hotel, Enjoy Parking Apartment for rentand other benefits.
In August, the region-wide commercial projects held an exclusive member festival -V Enjoy the Festival of LifeThrough in-depth exploration of the potential consumer demand of each project's customer group attributes, the rights and interests of members have been continuously upgraded, and finally a new membership has increased by 56% year-on-year8%, the number of active members increased by 42% year-on-year, and sales increased by 29% year-on-year.
Promote the in-depth operation of the project with science and technology
Step by step, behind the gradual commercial voice of Vanke in the southern region, it is still inseparableThe ability to realize the refined operation and management of business by means of science and technologyThat is, through the iteration of the functions of the operation and management system, the online operation visualization function of leasing resources, leases, and the current situation in operation is increased, forming a benign ecosystem and empowering the in-depth operation of people, goods, and fields.
By reviewing the advanced process of Vanke's Southern Regional Business 2023, it can be found that behind its continuous growth is the continuous optimization of its management capabilities from operation to service, so that the project will have stronger vitality in the later stage and lay a solid foundation for the construction of the whole life cycle of the project.
With the excellent development and operation capabilities of Vanke Southern Regional Commerce, the market has high expectations for its development in 2024. In the new stage of the commercial real estate industry from quantitative change to qualitative change, what has attracted much attention is the continuous iteration and improvement of Vanke Plaza's product line.
When it comes to Vanke's benchmark representative projects in the southern region, Shenzhen Longgang Vanke Plaza has always been an unavoidable name. After ten years of development, in line with the changes in consumption trends and changes in regional customer groups, Shenzhen Longgang Vanke Plaza has led the innovation of Longgang lifestyle at every stage, from filling the commercial gap in the regional center to leading the advancement of regional lifestyle with an international vision.
In the past three years, aiming at the shortcomings of business in eastern Shenzhen, in terms of brand portfolio, projects have been aroundInternational beauty, light luxury brand, new fashion products, lifestyleThe main line of investment attraction has introduced 20+ high-quality first stores such as Chanel, Dior, Longines, Michael Kors, Lululemon, Gaga, Manner Coffee, etc., to supplement the blank of the international light luxury format and provide a life-oriented content experience.
In 2023, standing at the 10th anniversary window of Vanke Plaza in Longgang, ShenzhenA brand new addition to the "Vanke Plaza" product lineis also about to usher in a blockbuster official announcement.
This time, in the context of consumption upgrading, when the public has transitioned from the traditional mode of satisfying material enjoyment to the favor of lifestyle, the newly upgraded "Vanke Plaza" product line has also shouted the slogan from shopping mall to life mall.
As a new work of continuous iteration of Vanke Plaza's product line, it is positioned as a natural social center of the cityShenzhen Bantian Vanke PlazaIt's about to come into people's sights. It is reported that the project has a construction area of about 150,000 yuan and is composed of 6 floors above ground and 1 floor underground. In the high-pressure urban environment, the project takes "nature has life" as its proposition, from space scenes to content experience to brand portfolio, bringing consumers a relaxed and moderate lifestyle.
Combine scenarios and operations to play green life
In terms of overall architectural design, the project takes green ecology as the connection, and cleverly integrates indoor and outdoor to create an ecological pressure relief space with a sense of breathing from the inside to the outside. At the same time, the vertical green space is cleverly combined with the commercial form to activate the multiple attributes of the space and provide a good carrier for creating more social lifestyles.
Thanks to the large area of green planting, there are 270,000Shenzhen Local Natural Museum, integrating Shenzhen's native flora and fauna, with the concept of green, natural and open, brings a commercial experience to urban life to release mental pressure. In subsequent operations, the museum will also be launchedLocal natural science content, leading consumers to unlock the journey of life close to nature.
In terms of the innovative mode of membership operation, in response to the current trend of commercial ESG, Shenzhen Bantian Vanke Plaza has also built the first dual-track membership system in South China - the development of a green and low-carbon mini program, where members can be rewarded for obtaining green energy through the completion of low-carbon behaviors, so that low-carbon consumption can lead the new trend of life.
Complex social space and ecological integration
Based on urban culture, in terms of content experience, Shenzhen Bantian Vanke Plaza has also been builtCross-storey children's amusement park, multi-functional curatorial space, pet-friendly park, 3000m rooftop sports centerand other characteristic scenes, through the layout of the five major formats of parent-child, sports, art and culture, fashion, and food, to create a circle social platform.
In terms of brand introduction, Shenzhen Bantian Vanke Plaza has confirmed the introduction of BLT boutique supermarket, Emperor Cinema Shenzhen *** Meland Children's Growth Park concept store, NIO House *** Star Legend, Nitori and other Bantian first stores, which will provide a new lifestyle for regional consumers through the first store economy.
The year 2024 has arrived, and Shenzhen Bantian Vanke Plaza has entered the countdown to opening. Behind the curtain will be opened, Vanke Southern Regional Business has iteratively upgraded the product line of "Vanke Plaza" based on the structural changes in the industry to adapt to the new situation and new changes.
Looking back at 2023, it is a year for Vanke's southern region to cultivate its internal strength and continue to improve, and as a "pathfinder" of the industry's development trend, it will build a development path suitable for the enterprise in the midst of change by continuously cultivating its endogenous capabilities. Commercial real estate is in the ascendant, starting from long-termism, relying on the resilience and overall advantages of the commercial real estate industry in the southern region, I believe that it will be able to move forward steadily in the long-term development.