During the New Year's Day holiday, how do you say goodbye to 2023 and enter 2024? Many people chose to "buy, buy, buy."
On New Year's Eve, Shanghai's physical businesses experienced a sales peak. A large number of commercial enterprises extended their business hours and launched various marketing activities to celebrate the New Year with consumers. “On-site passenger flow has increased by 20% compared with the same period in 2021” “Turnover has increased significantly compared with the same period last year”… Many shopping malls have issued good news, and both New Year’s Eve marketing popularity and sales have increased!
First Yaohan is gaining popularity, with sales soaring 50% year-on-year.
As one of the most influential brand activities on New Year’s Eve in Shanghai, First Yaohan’s “i love 12.31 year-end carnival” arrived as scheduled. The mall was originally scheduled to open at 9 a.m., but due to the huge passenger flow at the door, it opened at 8:38 a.m.
Reporters saw at the scene that the Michael Kors and other brand stores on the first floor, as well as multiple stores in the gold and jewelry area on the second floor, had put up isolation fences, and the stores were also crowded with people. "Early in the morning, queues started to form at the entrance of Chow Tai Fook." A salesperson at the Chow Tai Fook counter told reporters that many consumers choose gold jewelry a few days in advance. They bought other goods early this morning and came to buy gold with coupons. .
At noon, consumer Mr. Yu brought his family to "sweep goods", including an 88-year-old mother. The four of them split up. Mr. Yu took his mother to buy shoes and sweaters, and his wife took her daughter to buy them. Women's clothing. He showed reporters the trophies in his hands, including four pairs of shoes, two Ordos cashmere sweaters, and two Bosideng down jackets. He spent a total of nearly 11,000 yuan. According to the event rules of giving 300 coupons for purchases of 500 or more on category A products, Mr. Yu received a total of 6,300 yuan. Yuan coupons, all of which were used to buy gold. "I queued at the door for two hours and got a gold necklace that my mother liked. It was such a bargain." Wang Jia, deputy general manager of
First Yaohan, told reporters , this New Year’s Eve event falls on the weekend, and its popularity is high. The customer flow on the first day of the New Year’s Day holiday on December 30 is close to the customer flow on December 31 last year; today’s store customer flow has exceeded 20% of the same period in 2021. In order to create a more lively shopping atmosphere, the mall has also created a 12.31 shopping party for the first time, with performances running from 14:00 to 22:00.
Not only the passenger flow, but also the bag-carrying rate of consumers has also increased significantly. The reporter saw at the centralized checkout point that there were many consumers spending more than 30,000 yuan on site, and they even had to queue up to pay. According to sales statistics as of 20:00 today, sales of the entire "i love 12.31 Year-End Carnival" event will be close to 700 million yuan, a year-on-year increase of more than 50%.
Nanjing Road is "snowing" during the New Year's Eve, and tens of millions of consumer coupons drive overall marketing
Nanjing Road Pedestrian Street has always been a key area for New Year's Eve marketing activities. A large number of commercial entities along the streets of Nanjing have chosen to stay open during the “New Year’s Eve” with consumers. Shopping malls such as New World City, New World Daimaru Department Store, First Department Store Commercial Center, and Bailian zx Fun Center have all extended their business hours until January 1 0:30 minutes. Time-honored brands such as Xinya Food, Taikang Food, and Shao Wansheng have extended their opening hours to 24:00.
"We have prepared many New Year's Eve activities." Li Wei, deputy general manager of Shanghai New World Co., Ltd., said that on the occasion of welcoming the new year, New World City will use artificial snow to create a beautiful and romantic snow scene to express New Year blessings. As of 20:00 today, New World City has received 78,200 passengers, an increase of 20% compared with the full-day passenger flow in the same period in 2021.
In the past two years, the positive influence of the overall marketing strategy of Nanjing Road Pedestrian Street is emerging. Previously, Nanjing Road launched a tens of millions consumer coupon campaign. In the first round, a total of 13,000 550 yuan group purchase and 800 yuan consumer coupons were issued, and 25,000 70 yuan group purchase and 100 yuan consumer coupons were issued, which can be used at more than 40 shopping mall merchants on Nanjing Road Pedestrian Street. Consumer Ms. Wang bought a bottle of Lancôme Pure Eye Cream in New World City today. The original price was 1,165 yuan. After discounting using consumer coupons and membership coupons, the final price was only 558 yuan, equivalent to a 42% discount, which is a good deal.
Nanjing Road’s overall marketing also led to a significant increase in single store sales. At the flagship store of Shao Wansheng on Nanjing East Road, the reporter saw that there is a 100 yuan free gift for a single cabinet with a purchase of 300 yuan, and a 100 yuan free gift for a total purchase of 500 yuan. The rate of consumers picking up bags is extremely high.According to the relevant person in charge of Shao Wansheng, during the three New Year's Eve days from December 29 to 31, 2023, the daily sales of Shao Wansheng's Nanjing Road single store exceeded 600,000 yuan, the turnover increased by more than 60% year-on-year, and the store customer flow increased by more than 50% year-on-year. .
New Year’s Eve marketing activities have increased, and each major business district has shown its magic
In addition to the traditional New Year’s Eve promotions in the core business districts of Pudong No. 1 Yaohan and Nanjing Road Pedestrian Street, reporters have noticed that this year the city’s shopping malls have extended their shopping hours. The number has increased, filling Shanghai’s New Year’s Eve atmosphere.
Longhua Temple, a shopping mall facing the thousand-year-old Longhua Temple, has been open for less than 100 days. Aiming at the New Year custom of "Longhua Evening Bell", the mall joined forces with Longhua Temple, Longhua Tower and Longhua Plaza to join in the New Year's Eve activities. According to the relevant person in charge, on December 31st, Longhua Club will bring more than 70 brands to postpone operations until 0:30 a.m. on January 1st. From 21:00 p.m., a special New Year’s Eve live performance planned by the mall will be held at the "Hundred Birds" on the first floor. Song of Songs" opens on time, with youth bands, traditional performing artists and consumers welcoming the arrival of 2024 together.
As the voice of fashion, Shanghai’s many New Year’s Eve events and new product launches complement each other. In the Nanjing West Road business district, a blue "long carpet" runs through the limited-time pedestrian street of Maoming North Road. A giant Huawei nova 12 mobile phone device "falls from the sky" and becomes a new trend base. It turns out that Huawei's nova12 series launched a "Blue Can't Live" New Year's Eve party for a limited time in Shanghai Zhangyuan, opening a new chapter in 2024 with consumers. After the relevant new products were unveiled in Zhangyuan, they will be launched on January 5th.
The relevant person in charge of Bailian Co., Ltd. revealed that nearly 10 of its shopping malls have launched New Year’s Eve activities. In Yangpu District, Umai Life Plaza is open until 24:00, and Bailian Yicheng in Wujiaochang is open until 0:30 on January 1; in Qingpu District, Oriental Commercial Building is open until 24:00; in Minhang District, Bailian South Shopping Center is also open until 0:30 on January 1. Extended business hours to 23:00.
Author: Xu Jinghui
Text: Xu Jinghui Picture: Xu Jinghui Editor: Shang Hui Editor: Tang Weijie
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