Is The Live Online Shopping Center Driven By The Epidemic Really So Hot?

A sudden outbreak in 2020 broke the bustling scene of the usual Spring Festival. For every shopping center, this is a test of life and death, which tests the emergency handling ability, meticulous management ability, anti risk ability and overall coordination ability of the operator.

After the outbreak of the outbreak, enterprises have launched a series of measures such as disinfection, adjustment of business hours, reduction of rent or donations and so on. However, in the face of the cost of rent reduction, protective materials, operating costs and the economic losses caused by brand closing, it is not a permanent solution to "get out of nowhere". How to "open source" becomes the most urgent problem before every shopping center.

Based on this, shopping centers have launched online services, through the establishment of online shopping group, online live sales, app/ applet, etc., to achieve online order and sent home.

　　 It is not easy to integrate live and offline lines.

Take the live broadcast field as an example, in order to enable customers to spend on shopping at home, some shopping centers and large businesses have launched "live goods", brand founders, shopkeepers, shop assistants and cooks. In succession, the net is red. A lot of industry "fierce operation", direct broadcast with goods seems to lead the industry ushered in the spring.

Chongqing shopping center, Xingguang 68 Plaza linkage site brand opened "Starlight 68 square fashion Live Room", launched a multi file exclusive brand activities nationwide. Up to now, 11 special live groups have been organized and sales of brands have increased by 64%. Follow up projects will continue to launch online exclusive activities to improve online shopping experience.

The Dadukou Wanda Plaza Co operates 5 games on the shaking platform. Among them, the total sales of suning.com & HUAWEI two live broadcast is 360 thousand, and the all friends home platform has a one-day online deposit of 120 thousand.

Chongqing Nanping concert Star Plaza has launched 13 games on the shaking platform, promoting sales of branded products. In addition, during the live broadcast period, a total of 5 live communities (a total of 36 communities) were added, with a total population of 10200.

In February 15th, the official live broadcast channel was officially opened in the North Street of Chongqing, Longhu. The WeChat live broadcast platform was used to assist tenants to sell. As of the end of February, there were more than 16 brands in North City (Estee Lauder, Lining, Adidas, CPU, etc.), which sold 21 times on the live platform, and the total number of live viewers was over 10000, and the total conversion sales exceeded 300 thousand yuan.

Longhu Chongqing times street during the epidemic, through online WeChat community live, live broadcast and other platforms for spike killing, group buying and other activities, to help businesses restore revenue. Up to now, more than 50 live shows have been organized, involving over 100 merchants.

Chongqing tea garden Austrian Garden Plaza has its own VIP brand, which sells better under the stimulation of live broadcast. Among them, sales of bright impressions are over 20 thousand on that day.

In addition, Longhu Chongqing source of Tian Jie, Nanping Wanda Plaza, Guanyin Bridge great fusion City, Chongqing Raffles shopping center, Chongqing Times Square, etc. also in the trembling, watch and other platforms have been related live broadcast.

In fact, with the continuous rise of the electricity supplier, shopping centers have been exploring the online mode, and the outbreak has accelerated the transfer to the Internet.

However, the counter offensive line is not easy. Behind this seemingly prosperous national broadcast, we also see the Matthew effect of the industry becoming more and more obvious. Because most projects and brand digital construction investment is insufficient, even the basic data such as traffic and membership can not be collected.

According to the statistics of win win network, most of the online shopping centers during the epidemic period are not ideal. Most shopping centers in Chongqing have indicated that the actual online marketing situation is not ideal due to the lack of interdigital channels and imperfect service system construction.

According to zeco star Zhui relevant person in charge, because of the jitter and WeChat's ecological barrier, the actual effect of the live broadcasting platform in the shopping mall is not very ideal, such as jitter and watch. Zecheng Central Plaza indicates that the mall does not take live related measures because of its own channels for live broadcasting.

　　 Online and offline marketing is the key to finding the right channel.

For the shopping center in the era of big data, how can we achieve low cost and high efficiency precision visitors through in-depth insight into customer data? How do we get all the channel members' data to achieve unified management? How to effectively lock in target customers and improve sales rate? It has become the focus of the current shopping center's operation. In this process, finding the key, choosing the right platform and channels has become the top priority.

It is reported that the marketing tool of the new marketing center of win win science and technology, the win win business network, can help the shopping center to build an online operation platform, make full use of the advantages of social communication, and develop online sales channels for joint merchants, which indicates a new way for the digital upgrading of shopping centers.

Shopping centers can fully integrate the members of the mall itself, members of the brand business community and surrounding community communities through small procedures, and expand the consumption radius by using the fission advantage of online communication. Brand merchants can expand sales channels through online stores, while sharing customers with shopping centers and other brands to improve sales.

From the "flash shopping" shopping center, the effect of online operation has been greatly improved.

Zhengzhou Yoyopark uses flash purchase products for about two weeks, has accumulated 1100 products, has added 4500+ members through fission activities, and has accumulated more than 3 visits to small programs. Beijing Huarun multicoloured city has used flash purchase products for three months, accumulative sales of nearly one million yuan, new member 4000+, and accumulative visits of small programs totaling 5 million times. In about three weeks, new 7000+ was added through the fission activity, and the small program totaled more than 2 visits.

For commercial real estate, the epidemic will become a "catalyst" for commercial real estate projects and brand evolution. In the future, with the continuous maturity of 5G technology and short video technology, as well as the continuous development and maturity of online live broadcast and community sales mode, the online or offline sales mode will be the way to break the physical retail industry in the future. Mastering the flexible transformation of online and offline marketing promotion will not be eliminated in the future.