During the 2014 National Day holiday, retail pain and joy

Theme of the exhibition is becoming a shopping mall to attract a large number of family visitors weapon.
For nearly a year downturn in the retail industry, “11” Golden Week is undoubtedly a drought every nectar. From shopping malls, supermarkets, electricity providers and high correlation courier industry point of view, “11” is still a holiday spending spree. However, this booster holidays whether to accompany the end of the four quarters of retail enterprises really need to seize the market demand.
Showmanship mall theme developed into a weapon
Discounts and experience service is no longer fighting the mall “October” Golden Week killer, replaced all kinds of cartoons, animation and other thematic exhibitions. Beijing Daily Reporter survey found that a number of shopping malls Chaoyang Joy, You Don Mall, Beijing apm, Sanlitun Swire, the Aegean Sea Mall, INDIGO, etc. have joined the exhibition. Family segment as a major “sniper” Object mall.
In full swing Chaoyang Joy, “Shaun the Sheep” special exhibition theme. Because passenger hot, thematic exhibitions of additional activities lamb every day children’s drama from the original three games to four games encore. “11” before the holidays for three days, Chaoyang Joy continuous sales over 10 million daily passenger flow over 90,000, compared with ordinary weekend sales increase 25%, 15% increase in passenger traffic.
Chaoyang Joy Promotion Department Deputy Director Wenjuan said that North is a secondary business district, and is concentrated in the upscale residential district. Holiday for Chaoyang Joy, the high probability of neighboring passenger travel, so we must rely on themed events to attract remote passenger shop, stimulate sales. “The theme of the exhibition is high propaganda, the brand side gifted Jan Kaku and other media in children’s media were put in a strong, attracting a large number of family visitors to the shop.”
In addition to Chaoyang Joy, You Don mall Transformers special exhibition, the 90th anniversary of Disney Show INDIGO have attracted a lot of fans to patronize. Located in the Wangfujing shopping district of Beijing apm Food Festival is not only thin chopsticks brother, sister and other types of fat kitchen fun image display, also introduced the topic “about the benefits National Day” promotions, nearly two-thirds of businesses in the mall during the holiday offer promotions.
According to statistics, Beijing apm Golden Week passenger average of 180,000. In addition, the Xidan shopping district, a number of shopping malls provide consumers with the most practical holiday services, Xidan Joy City launched six hours free parking, Galeries Lafayette is not only full of great pro shop eight fold, also with free parking invite consumers to shop.
Supermarket multiple formats linkage enhance customer stickiness
“October” Golden Week will not only allow workers ushered in a long-awaited vacation, it is the business opportunity of fishing gold traditional festivals. In the interim results slightly sluggish retail market, how the “11” holiday marketing campaigns to the fore, has become the focus of the work of the brightest business.
According to the Municipal Commission of Commerce introduced before the holiday, the major supermarket chains residents of the community to give full play close geographic advantage, not only to prepare an adequate grain, oil, meat, eggs, vegetables necessities of life for citizens, but also provides a wealth of holiday merchandise, and carry out a variety of promotional activities.
Arima supermarket responsible person, during the holiday season, Arima supermarkets and department stores together to build a panda exhibition and other cultural activities, joint promotions. In the official view, to seize the “October” holiday sales will benefit the annual results of the upgrade.
“Eleven” period, the foreign supermarket underwent a variety of marketing activities, such as Wumart supermarket redemption filled to capacity, some of the goods of the second piece 50% off; Walmart CUP cards filled to capacity reduction, leaflets small ticket FULL enjoy 2 km free shipping; the supermarket launched the “stamp collecting” activities.
According to Municipal Commission of Commerce statistics show, “11” day, Wumart, JKL, Lotte, Carrefour and other supermarket chains Day sales rose more than 10 percent. In Carrefour, Lotus and other large supermarkets, there were limiting parking, and other bits and so on during the holidays.
Beijing Daily reporter noted that the supermarket to gradually increase the Associate Regional Shopping Plaza development, leveraging each other during the holiday season to improve significantly. For example, during the holiday season catering for supermarkets, specialty stores brought traffic to extend the residence time of the customer. The Tide brand, dessert, etc. for supermarkets and other formats to attract a younger customer base.
Holiday electricity supplier is not closing as normal
Owing to the courier business holiday “absent” traditional holiday promotion battle of power and commercial enterprises, the National Day Golden Week this year, whether or distribution services marketing efforts do not lose the traditional retail business.
Ms. Yan consumers to Beijing Chinese Commercial News reporter Fan Ying, to avoid shopping in a supermarket queue, she chose online shopping. Online mall during the holidays and did not slow down the speed of delivery, Jingdong, Suning Tesco and other large online store can do the next day.
“Golden September and Silver October,” home improvement season for the home appliance industry has brought a lot of traffic, a price war has always been known for the electricity supplier is the opportunity to play in the “October” Golden Week schedule of playing this great promotion appliance.
Jingdong side said that in the four-tier market, due to the opaque line channels, the prevalence of the phenomenon of the high price, Jingdong will use proprietary advantage to provide equal services to consumer appliances. September 22 – October 8, 2009, Jingdong appliances big promotion officially open, 1 billion yuan shopping vouchers will be issued, and will also implement 30 price guarantee, 30 days no reason to return policy.
Suning and Gome Online in the field of home appliances are equally appealing appliance sales force. Suning “11” Golden Week is not limited to online, the advantages of using the stores, Suning opened Beijing Liujiayao super store in September 26, deepen consumer shopping experience. Gome Online is the Minsheng Bank, China Merchants Bank, the micro-channel payment and other partners together to launch the country cool coupons, up to one hundred billion yuan of investment to make the country self-confidence to get ten million America Online new members.
Faced with major electricity supplier menacing, Ali aspects of nature will not miss the “eleven” season, September appliances already entered preferential period, the “11” this wedding peak, clothing and small household appliances have become day cat Popular promotional items. Well-known electricity supplier analyst Luzhen Wang said in October, November is the electricity supplier sales season, electricity providers will compete for this node, this year’s “double 11” Lynx still dominated, but in many electricity providers compete next, sales or market share will decrease.
Express delivery rate of the secondary surge
Courier companies do not neglect the Golden Week, Beijing Chinese Commercial News reporters Ti Yan and Fa Xian, after the purchase of goods in the Socialist Workers Tootoo, music Web sites such as bees, express delivery Ruqierzhi. Although the distribution of protected, but the “eleven” period, a substantial reduction of domestic express a single volume. Due to the holiday units, consumers go out and other factors, a large shipment had a second delivery.
By courier home and other factors, “11” and other traditional holiday has been an important test courier company faces. Beijing Daily Reporter survey found that this year’s “October”, the courier industry, there has been no large area of business, sending pieces remained normal income.
“Eleven” has Taobao stores before the holiday to hang out a notice that, by the courier company holiday impact, beginning October 1 will stop shipping, 4 days back to normal. There are online sellers to Beijing Daily reporter said that the courier receipt they have no way to stop, or even bluntly, “anxious not to shoot.”
In response, Beijing Chinese Commercial News reporters Zhi Dianduo and Jia Kuaidi company, the responsible person said, during the National Day courier company’s normal operations, the situation went out of business does not exist. Shentong Beijing area, the official pointed out that travel by consumers, enterprises, holiday and other factors, the annual delivery volume compared with the usual National Day holiday period were decreased, but the courier company and will not be closed, even if the presence of staff holiday, express outlets will maintain normal operations.
There express industry source said, “Express out of business” does not exclude a rhetoric Taobao seller, after all, will leave some Taobao shop during the National Day of business. In fact, several years ago, the State Post Bureau has issued a document request courier companies throughout the year, but by the holidays, employees leave, reducing the amount of express orders, delivery costs and other factors, many courier companies have claimed not closed down, but in the actual shipment delay or even stop receiving faction half closed state. Now, with the increasing competition in the industry and service awareness, express industry holiday business situation has improved.