Total 501 words used.
GENSIS:Shopping malls are facing challenges and opportunities in the post-pandemic era. Considering both the advantages and disadvantages of its own block-style layout, the Mixc World Shenzhen focuses on how to balance the strolling space and the tenant area. Especially on the Water Plaza case, the location of water plaza is at the end of the main street as taking less natural customer flow. As a result of these factors, the sales performance of nearby tenants was quite sluggish compared to others. We began to think strategically by planning the Summer Party series of seasonal-themed activities. By understanding our target customer which most of them are millennials, the team preferred to create interactive content and build attractive scene in order to enhance the shopping experience. Then, a unique "pop up" shopping place HIGH LOUNGE was introduced at the end of street, inside the mall. HIGH LOUNGE is a two-floor building contains 8 stores, which aims to creatively connects trendy brand and new experience. Through all these events, we achieved double growth in customer flow and sales in the whole area.
GOALS:1)Growth in total visits & sales – proves brand’s competitiveness among newcomers. 2)Bring unique experience for attracting millennial customers and increasing their staying time. 3)Expand the brand exposure and enhance the brand awareness of the Mixc World Shenzhen.
DEVELOPMENT:1)Scene creation: The overall of SUMMERPARTY campaign has created a semi-permanent space HIGH LOUNGE in the water square area and a seasonal themed market - Seaside Town Market, the atmosphere of the whole area turned into a summer vacation theme. Inside the Seaside Town Market, we simulated all the imagination of summer beach and brought it into real. Consumer could immersively experienced the sand, surfboards, sunset lamp and even the coconut trees in here, middle inside the downtown city. We've also partnered with 8 brands in F&B and retail to add some lifestyle and happy moments within the town where people can have a beer and chips in a cozy afternoon.
2)Linkage with communities:During the SUMMER PARTY campaign, we also collaborated with more than 15 trendy brands in lifestyle and outdoor sports such as outdoor workout、sunset running, land surfing, yoga, etc. We closely connected to the local brand communities and operate community events every weekend, which has earned us a wide brand awareness.
RESULTS:1)The SUMPARTY PARTY campaign went viral and broke a record of customer flow:SUMMER PARTY has significantly raised the customer flow; it has also reactivated the commercial atmosphere through a series of themed scenes that trending out of the circle. The overall customer flow reached 190,000 per day, and the total exposure across the entire social platforms exceeded 20 million, boosting Shenzhen's commercial market firstly after the pandemic.
2)Created a new increase in sales performance:Mixc World, Shenzhen achieved an increase of over 400W in performance and an increase of 60W+ in rental income. During the events, the sales of surrounding stores has increased by an average of 28% year-on-year which is far exceeded expectations.
Nomination Title: The MIXc World Shenzhen “Summer Party” Events
