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Panoramic Layout of Dongcheng Business and “Dual Line” Activities Promote the Revitalization of Consumer Market

 

In order to fully promote the resumption of business and market, the recovery of consumer sentiment and confidence, and the replenishment of consumer market, the District Commerce Bureau actively organized various business districts in the jurisdiction to carried out consumption promotion activities, with the panoramic layout inside and outside the store and publicity online and offline to interactively attract customers, further releasing the consumption potential. 

1. Chongwai business district promotes sales growth by setting up the outside stage for sales promotion.   

Companies in the business district tried to attract customers through outside setting activities, converting the volume of customers into that of sales through promotion. Glory Mall would set up a rest area for Hi tea and Costa coffee on May 18 to create a high-quality consumer environment; Hao Shanghao Steak in New World Department Store set up an outdoor leisure area during the May Day which had a good effect, so it planed to continue to carry out activities on May 15th, and would show SK-II brand on promotion activities outside the store to attract consumers; the M-Cube shopping center issued 5,000 coupons during the May Day, which brought highly response. The coupons were instantaneously exhausted and its recovery rate was as high as 40-60%. Also, the sales rate was increased by 30%, which had a good promotional effect. Last week, the M-Cube teamed up with its in-store brand I.T. Group to carry out the largest annual promotional activities, that brought the brand sales increased by nearly 600%, which was a unique growth rate among the stores in Beijing. Since the May Day, M-Cube's sales have increased by 70% year-on-year, and the promotional effect has exceeded expectations. It planned to hold a static display of Tesla cars in June to further attract customers. 

2. Dongzhimen business district uses live broadcast to gather popularity and flash mob to be down to earth, driving more customers  

Raffles Shopping Center actively helped partners to overcome difficulties through providing rent reductions twice for tenants, supporting online sales of merchants, providing online sales fee reduction and counseling, comprehensively promoting marketing digitalization, and opening new models such as cloud shopping and live stream marketing, which helped merchants and brands expand customer acquisition and sales channels. In terms of live stream, Raffles built a live broadcast room on the first floor of the atrium, inviting well-known internet celebrities to carry goods to carry out online promotions by jointing stores like Adidas, Nike, GUESS, FILA and many other brands. The exclusive preferential activities in the live broadcast room led sales growth while gathering popularity, which included providing 5 times points for placing orders in the live broadcast room and free flowers for Mother's Day if the order was over 500 yuan, . In addition, Raffles launched reduction and offset activities from April 30 to May 5, which brought sales increased by 76.5% year-on-year. Especially during the May Day period, the daily passenger flow was as high as 14,000, and the attraction was obvious. Since April 29th, Ginza Mall has set up a theme exhibition area in the atrium of the store to carry out brand flash mob activities and the average daily sales of participating brands were over ten thousand yuan. In addition, the offline flash mob store increased the sense of product experience, which caused customers who went to the store through special activities increasing and the passenger flow rising to 50% of that before the epidemic. 

3. The District Commerce Bureau adheres to “co-action of government and enterprise and full participation of the people”, promoting consumption to upgrade again 

During the first holiday of May Day after the epidemic prevention and control level being lowered, the District Commerce Bureau acted quickly to organize promotion activities of the “three streets and three districts” jointly with commercial enterprises in the district which achieved good results. In the next step, the District Commerce Bureau will continue to promote the re-upgrade of the consumer market in our district through three forms with the principle of “co-action of government and enterprise, full participation of the people”. First, unite the Media Convergence Center of the district to enhance its publicity on the new model and new measures for the resumption of business. The “Beijing Dongcheng” live stream will be implemented in Dongzhimen District next week, opening new mode of promotion by government. Second, according to the work plan of the Municipal Commerce Bureau, the District Commerce Bureau will insist co-action of all business forms and resonance of all channels and implement the "Beijing Shopping Season" activity to further release consumption potential. Third, under the overall planning of the Municipal Bureau of Commerce, through the mode of “government guides, platforms support, enterprises assist, and both supply and demand benefit”, the district bureau will organize enterprises in the jurisdiction to issue consumer vouchers together to stimulate consumer enthusiasm.