Chengdu Shopping Mall "Cross Year" Under The Original 20 Million Of The Stars To Help.

Fan Bingbing, Bosco Wong, Aarif Lee... Chengdu Shopping Mall has invited more than ten stars tonight to help promote sales.

The most exciting place in Chengdu is not the bar, but the major shopping malls. Fan Bingbing, Bosco Wong, Aarif Lee... This year's major Shopping Mall in Chengdu will invite over ten stars to help promote sales, with a total cost of up to 20 million. The "double 11" business carnival is a shock to physical retailing. Now, the cross will become an opportunity for physical retailing to fight back, and stars will become their means to enhance their consumption experience and attract customers.

stay Online retailers After "double eleven" and "double two" Carnival, Chengdu's major entities launched a "inter year counterattack" on New Year's day. Bosco Wong came to the new year, Fan Bingbing came to the countdown... The stores have been earning a lot of money, attracting superstars to attract popularity and starting the first battle of 2014 promotion by "starlight".

How much do you ask for a star? How much money do you bring to the shopping mall? How much does it bring to the shopping malls? What is the effect of the Chengdu store on the new year's day? The Huaxi metropolis daily visited a number of big Mall yesterday, and this year is a year when the star came to the nest. More than ten stars will spend 20 million years with Mall in Chengdu.

　　 New characteristics

Star is the most densely populated in the history of inter year activities.

The most exciting place in Chengdu is not a bar, nor a Tianfu Square, but a shopping mall. "December 31st, the new year countdown, together with Fan Bingbing." "In December 31st, Bosco Wong and you will be there!" "December 31st evening, the super rock band, ah, the central station and so on."

"Am I going to see Fan Bingbing tonight or do I go to hear him?" the star appeared so densely across the border that Chengdu's 90 citizens, Lan Qing, were delighted and worried, and had made difficult choices. From the mainland's first line stars to Hongkong's TVB pop star, and then to the band, the chance of free contact with stars has dazzled her.

Yesterday, the West China Metropolis Daily reporter interviewed the major Mall in Chengdu, and found that merchants had paid a lot of money to invite stars to promote cross year promotions. This year showed a big outbreak: Chengdu the Mixc invited celebrities such as Fan Bingbing, Aarif Lee, Simon Yam, and so on. Kate Dan square invited Bosco Wong, Raffles square to come to the band, and the Qun Guang square will invite many bands to carry out the new year's music festival. Chengdu 339 joy song will hold the meeting of string stars. It can be said that every major Mall in Chengdu is targeting the selling point of "star + year", concentrating on "collecting gold" this evening, and the activity of star cross year has become the most intensive year in history.

　　 Attendance fee

Star price doubled.

Stars from all walks of life are coming to Chengdu to carry out the annual promotion. Chengdu's Shopping Mall costs a lot. According to the relevant person in charge of a public relations company in Guangzhou, the star's schedule is very tight at the end of the year, and the price is much more expensive than usual. Generally speaking, the price of the inter year event in the mall is doubled, and it does not necessarily mean that the star will get the star.

Ma Ling, a veteran entertainment group, also said, "Fan Bingbing's worth is about about 1400000 yuan, and it may go up in the next year." Such a "big coffee" takes part in a big span of about half an hour, and the average businessman can't afford it. In fact, the performance of stars is different in different places. Beijing, Shanghai and Guangzhou are not the most important places for commercial performance, but the second tier cities such as Chengdu, Chongqing and Hangzhou are the cradles for stars to earn money.

　 Total cost

It will cost 20 million yuan.

What is the cost of such a dense star activity across the year? In this case, the West China Metropolis Daily reporter surveyed the cost of star activities in several shopping centers in Chengdu.

"The cost of this cross year can be described as" huge sum of money ". The star joined the year plus the 15 hour super annual discount activity and so on, invested a total of about 10000000. Chengdu the Mixc Promotion Director Yang Fan revealed.

"Our entire star." Trans year activities The cost is about 3 million yuan, which does not include sales promotion. According to the head of the marketing department of the Kai Dan Plaza, the 2014 countdown Carnival Night Series lasted three days. In the evening of December 31st, Bosco Wong, the popular star of Hongkong, will appear with a private band. "The cost of the star is 60-100 million, including the attendance fee, the tickets and the accommodation of the stars and their teams." And at ordinary times, it is estimated that the cost is at least 1/3-1/2.

Bao Jianwei, director of the Raffles square in Chengdu, said that this year they crossed the main line to play a "tide" word: invited four very popular bands to help the new year's Eve, as well as a tidal wave of gifts, as well as spend huge sums of money to build a light show, the whole activity cost about 2 million.

In addition to big stars, popular stars, Olympic champions, rock bands, local celebrities and other line-up, to Chengdu to help cross year consumption. According to a rough statistics from the Huaxi Metropolis Daily, more than ten stars will spend more time with Mall in Chengdu this evening. The total cost of "star cross year activities" in Chengdu Mall will reach 20 million yuan, which can be said to be a huge investment.

　　 Reflection

Can huge sums of money be invested? Chengdu Mall is fighting offline experience.

When the "double 11" and "double 12" become the carnival of the electricity supplier, the entity Mall concentrated firepower to lock in the new year, and launched the "Jedi counter attack" to make money in the wrong peak. Can millions of millions of millions of cost inputs be made?

"Definitely two purposes, one is to create brand culture, to create a fashionable lifestyle, and the other is to promote sales." Yesterday, the head of marketing department of Kai Dan Plaza said that this year is the third year of their carnival night. They invited Peter Ho and Shawn Yue for the first two years. This year is Bosco Wong, and gradually made the spring new year's event a fixed brand.

"It would be unrealistic to invest so much in the hope of making a profit overnight by consumers. Our aim is not just to make money. Yang Fan told reporters that they hope to introduce a new business concept through this activity, to provide consumers with better shopping experience and quality of life, and this experience is not available to consumers online.

The input and output benefits are hard to give specific figures, but the effect is quite significant. According to a reporter's survey, the daily traffic volume of a shopping center is 2-3, while the number of celebrities across the year can reach 5-6. In the past two years, star shopping centers have set up record of passenger flow and sales volume. It can be imagined that the sharp expansion of the passenger flow, coupled with discount promotions and raffle sales promotions, will also increase substantially on the same day.

　　 viewpoint

Why is the star economy so popular? It brings people to raise the brand.

　　 Star The promotion of shopping malls across the year is still a novelty in the past few years, and this year has been concentrated and the star lineup is getting bigger and bigger. The head of a shopping mall in Chengdu said that this year is really too dense. Competition in the store is normal. It can give consumers more diversified choices and let everyone progress in the competition. Under fierce competition, each store should set up its own independent brand culture according to its different location and characteristics, constantly innovate, give consumers fresh and unforgettable shopping experience, which is also hard to compare with the electricity supplier.

"Shopping malls only attract people to stores before they can achieve sales growth." Li Min, Minister of project planning department of Chengdu Retailers Association, said that the star economy can not only bring people flow, but also enhance the brand image of shopping malls, and it will also have a long-term effect.