Joy City & The Mixc: Central Enterprises' Masterpiece "Capricious" Should Also Talk About The Effect.

COFCO Joy City and Huarun the Mixc are all "masterpieces" of central enterprises. Although there are differences in the positioning of the two projects, there are many common points from the operation mentality: first, the two major stores employ internationally renowned designers to integrate natural and ecological elements into shopping malls. Secondly, promotional activities strive to be "big and tall", and each activity often costs a lot.

Chengdu's first shopping center with platform design, Roof garden, landscape gallery and other outdoor and semi outdoor space have set up a large number of catering formats, aiming to graft sunlight, nature and ecology into high-end business, catering and other formats.

A variety of landing activities, the use of buzzwords, that is, "money is wayward": first with the famous director Jia Zhangke hand in hand, shot a short film "Vientiane", and later frequently invited Fan Bingbing, Lin Chiling and other domestic first-line stars to participate in promotional activities, and even held a helicopter exhibition.

And other activities are interspersed throughout the year.

In collaboration with RTKL, an internationally renowned architectural design company, the theme park is a park theme shopping center with a combination of nature and humanity.

In terms of interior design, the project takes the four seasons pformation as the design concept, echoing the "three-way Jiuzhai" shown in the architectural design, creating the four seasons different scenery in Jiuzhaigou.

In addition, the project staff briefed reporters: "we separate each area through the flavor and the music. On the same floor, consumers can even identify their areas through their noses through their eyes closed, and we will distinguish background music on different floors."

In December 7th, the launching ceremony of the invitation for investment promotion and the launching ceremony of the mascot were held in Chengdu's joy city. The British universal star was introduced into Chengdu, the more than 600 square meter three-dimensional spherical building, with an atmosphere of brilliant blue lighting on the outside, and a magnificent curtain of 360 degrees dome movie theater inside.

The sky screen matches the 3D technology in turn to show the design style and theme elements of the four seasons in spring, summer, autumn and winter.

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Can the activity attract more real buyers? Reporters found that in the Mixc, Chengdu, "no applause" situation occurred frequently.

Just a few months ago, UNIQLO was shut down because of its bad store performance. The brand staff told reporters: "although the shopping mall has no water, electricity, property management and other related costs, but the business is still running out of money, although stores have been trying to attract people with promotional activities, but popularity has not been pformed into business performance, and many brands are facing difficulties in operational difficulties."

In 2014, the Chengdu store, represented by the Mixc, spent a lot of money on various experiential promotional activities, trying to attract consumers' attention. But how to turn the enthusiasm of customers into the performance of brand management in the store is a question that needs to be considered before the opening of the city next year.