shopping mal 购物中心开发策划-应用案例l.ppt

1、shopping mall 商场策划专业 Development Planning - Take the Right Steps 购物中心开发策划-应用案例 A Catalog Introduction最佳实践分享 Wei Nong, Sep. 2009 农伟，2010年1月,Christmas Decorations as a marketing tool 购物中心圣诞装饰作为营销策划手段,Christmas is celebrated all over the world. In China, this has becomes an important period for China d

2、epartmental stores and shopping malls. In the past, it is celebrated by expats working in China. But today malls all over China are beginning to use this event with decorative facade and sales promotion. 圣诞节已成为全世界庆祝的重大节日。在中国，圣诞节已成为商店和购物中心的重要促销节日。在过去，圣诞节是在中国工作的外国人过的节日。而今天，中国各地的商场与购物中心开始使用这个节日的特殊性和外立面

3、的装饰进行促销活动。,In overseas ,well planned and designed Christmas marketing plans for shopping centers can bring about or contribute sales revenue of up to 25% to 30% of the years total retail sales revenue of the shops or departmental store. 在一线城市,良好的策划和营销计划能在圣诞节期间给购物中心带来高达占年销售总额25%至30%的销售收入。,Introductio

4、n 介绍,Christmas marketing comprises some key areas 购物中心圣诞节营销策划的一些关键手段,Facade decoration. This is by far the most expensive and most used method to attract shoppers to the malls. The whole facade is decorated with a festive theme or concept that tells the shoppers more about what the mall theme is bot

5、h used both on the facade and also on the inside the mall. Theme can be a Christmas story or a theme that is used for promoting the mall. Others select a color theme that will be used all the way from facade, Interior decorations and shops decoration to achieve a unified and consistent color theme f

6、or the mall to create the festive environment of fun, festivity and complimented by a Christmas promotion events. 外立面装饰。这是到目前为止为吸引顾客而采用的最昂贵和最常用的方法。整个外墙装饰着节日的主题或概念,这一做法不但从购物中心内部展现圣诞气氛，更从购物中心外立面带给顾客更多关于圣诞购物主题。用来促销的圣诞主题可以以传统的圣诞故事，或是现代圣诞主题。当然，也可以为外面，内装饰和店面装饰选择一个统一的主题色彩，如再加上一些联合圣诞的促销活动，就更能烘托购物中心的圣诞氛围。,1.

7、 Christmas Decorations 1. 圣诞装饰,Streets decorations can attract tourists and shoppers to enjoy the festive environment and shop in the malls along the streets. 圣诞节的街面布置可以吸引许多游客和购物者来此享受圣诞的气息，并大大带动各楼层购物中心店铺的销售额。,2. Christmas Streets Decorations 2. 圣诞街面布置,In Singapore, Orchard Road is one of the worlds

8、most popular shopping streets. Decorations are done on street lamps, pedestrian walk ways and nodes along the walkway are often well decorated with interesting picture taking spots. 重庆解放碑是世界闻名的商业街之一。在圣诞期间，重庆解放碑的购物中心，人行道和节点都披上了圣诞装。在购物中心广场处，往往还设置了可供行人摄影留念的圣诞布置。（最佳实践分享中介绍）,The decorations and theme sho

9、uld be communicated with the retailers well in advance. This enables the tenants to plan their own store along the chosen theme. Also many of the mall owners will do other promotional events such as lucky draws and shows relating to these Christmas themes and all these must be communicated early to

10、allow the retailers to work and plan with the mall advertisingand Promotion team. Besides, some malls will invite overseas performances to the malls such as Disney “Snow white and the Seven Dwarfs” and other international events such as charity events and international buskers, choirs and performanc

11、es relating story of Christmas. Mall owners can use these events to excite the press and journalists and the tourism bureau and agencies to help publicize the mall. 策划团队在节日装饰和主题设计应提前与租户沟通好，以便租户决定相应的店面装饰主题。同时，还有许多购物中心的业主会在圣诞期间搞大型促销活动，例如幸运抽奖和与圣诞主题有关的节目表演。这些促销活动也应提前由策划团队完成并通知租户和合作伙伴，以便他们协调自己的促销活动，与商场的促

12、销相辅相成。购物中心可以利用这些活动来激发新闻记者来和旅游局和机构协助宣传购物。,3. Community and Tenants communications 3. 商业社区和租户的沟通,Well designed mall utilize the services of experts in mall management to plan their long term marketing needs: 策划团队应根据购物中心的定位，加以利用商场季节性的促销活动来与消费者互动以满足长期的市场需求。,4. Planning the mall for seasonal promotions a

13、nd decorations 4.商场季节性的促销计划和装饰品,1) Festive decorations for interiors and exteriors 节日期间内部和外部装饰与活动策划 2) Stage requirements 促销计划与执行要求 3) Banners hanging systems 租户与联合促销计划沟通 4) Special MEP requirements for major shows and events 用于促销和外场活动的线上与线下广告发布,A good mall management firm will have various types of

14、 seasonal promotions from Christmas to Chinese New Year to other major holidays such as national day etc. 一个好的购物中心策划人员和策划团队会有各种类型的季节性的促销活动制定策略，从圣诞节到中国的新年和其他针对性的重大节日，如国庆节等。,Planning such events and promotions with impressive decorations is one way to lure shoppers to the mall and enjoy the festivity

15、and create memorable experience. Promotion events coupled with good events will make the shoppers stay longer in the mall which in turn leads to higher retail sales turnover. 策划人员用令人印象深刻的装饰进行促销活动是吸引消费者的一种方式，让消费者享受视觉、听觉，甚至是味觉的盛宴，创造一个难忘的购物经历。促销活动加上好的节日活动会使消费者在购物中心呆得更久, 以提高零售营业额。,Summary 总结,Good and at

16、tractive decorations coupled with good below the line promotions will help differentiate the mall operations from other competitive malls. 吸引人的节日装饰再加上好的促销活动将有助于提高购物中心的竞争力。,7UP “七喜圣诞，激爽共享” 圣诞/元旦主题联合活动推广策划最佳实践分享,七喜圣诞，激爽共享,主题：,7UP 2006年七喜圣诞活动策划,圣诞树 圣诞祝福,外场活动：,营造圣诞话题 与七喜联合制作圣诞主题纪念包装产品355ML将在重庆推出 购物中心户外大

17、型显现（圣诞树创意造型+圣诞派对） 加强销售推动 圣诞主题店内陈列显现 圣诞主题促销（着重在1L的化妆品区和2L 4L服饰区、箱包区）,活动内容：,首次与合作商家推出圣诞纪念罐，成为商场卖点和话题。 通过制造商场话题提高消费者对整个商场的关注度，结合主题促销拉动其他促销商品尤其是化妆品与服饰的销售。,联合圣诞主题纪念包装(只限本购物中心),7UP 2006年七喜圣诞活动策划,（图片仅作示意）,7UP 户外活动-大型派对,XX购物中心七喜圣诞激爽许愿派对,主题：,2006年12月24日,时间：,“在全城最大购物中心的圣诞树下实现圣诞心愿” 在购物中心各门口和楼层设置七个不同的圣诞心愿箱，参与者在七喜圣诞贺卡上写上要送出祝愿的人和祝语，投入希望实现的心愿箱内 主持人每小时抽出一个圣诞心愿 用歌舞游戏配合制造气氛 可供选择的现场合作游戏：劲乐团/超级乐者（久游）、DJ Max（盛大新游戏）,方式：,报纸媒体：“全城七喜圣诞心愿大搜索” 征集圣诞心愿和祝福语，其中最热门的七个圣诞心愿将成为购物中心圣诞活动中会实现的七个圣诞愿望；评出最精彩的祝福语，邀请作者到活动现