Go to the outlets, buy domestic products, and enjoy discounts ......The way young people live and consume is changing profoundly. In Chongqing, Xi'an, Shanghai, Changsha and other cities, most of the queues are young people. And the object of their purchase has also changed from an international brand to a domestic brand. Under the influence of the rise of cultural self-confidence and the trend of rational consumption, young people's enthusiasm for domestic products has become a fashion trend and lifestyle.
Based on the consumer demand of young people to chase the national tide and buy domestic products, Sand Boat Outlet organically combines "discount" and "national tide" with the business model of "Art Business Super Outlet", tilts resources to Chinese brands, and innovatively launches the Red Fifth Season IP to lead the life and consumption mode of young people. During this year's Red Fifth Season event, 17 stores in 15 cities of Sand Boat will join hands with exclusive brand resources such as Youngor, Bosideng, and Dayajia to create a super consumption feast, setting off a wave of red consumption covering the whole country with rich activities and ultra-low discounts.
In Chongqing, Sand Ship Chongqing Liangjiang Outlet won the exclusive resources of Bosideng, Dayajia, and Yin Mo Southwest in one go, and used exclusive products to attract young people to check in; Sand Ship Chongqing Bishan Outlet and Youngor launched an exclusive autumn and winter tour and brand flash mob activities, and launched the 2023 autumn and winter ** suit catwalk model in Yuxi for the first time here, helping the brand link to consumers from multiple angles; In Changchun, Sand Ship Changchun Outlet launched exclusive discounts on Lilang, and joined hands with brands such as Anta, Lilang, Bosideng, and Yaying to create a special national fashion show for customers.
Different from the commercial activities of traditional projects that are simply discounted, Sand Boat Red Season 5 also fully excavates the cultural value of the project location, integrates culture, art, food and other elements, and extends a more diversified consumption map, and the epic drama "Red Rock Red", Suzhou Pingtan, Nanjing slang, small intangible cultural heritage inheritors and other activities have attracted a large number of customers to participate. Through the combination of commerce and art, Sand Boat not only establishes a close emotional connection with consumers, but also promotes traditional Chinese culture, spreads Chinese power, and tells Chinese stories well.
Among the various commercial ** events at the end of the year, the Sand Ship Red Season 5 was a huge success. According to the data released by Sand Ship, during the fifth quarter of the red season, the group's passenger flow increased by 82% year-on-year, and sales increased by 93% year-on-year; From the perspective of brand performance, Bosideng, Li Ning, and Anta are quite popular, and they are firmly in the top 3 domestic brand sales.
It is reported that as early as 2018, Sand Ship began to focus on the national tide brand and took the lead in launching the fifth season of red. In November every year, the festival can not only take over the anniversary, strengthen the minds of consumers, but also help the growth of Chinese brands, match the consumption needs of the new generation, find new incremental space, and break the stereotype of customers that traditional outlets are only low prices in one fell swoop.
Times change, consumers change, and customer needs are constantly changing. In the face of today's young consumers, Sand Boat takes domestic products as the entry point, discounts as the benefit point, and culture as the value point to provide customers with the dual value of material and emotional, which not only allows us to see its business insight to lead and meet the consumption needs of young people, but also provides a model effect for the business innovation of China's outlet industry through its own practice.