Shenzhen Department Stores Stare At Youth "Night Economy"

　　 1 the more young people spend the night, the stronger their desire to buy.

In November 1st, Dongmen business circle started again with Mao Ye Department store, Tianhong shopping mall and sun department store "Dongmen business war", and Mao Ye's "68 hours without closing up" started. On the evening of 2, 8 o'clock, the shopping malls attracted a large number of people to rush in.

Dongmen has been fighting for 12 years, and customers are not too busy during the day. Even a salesperson at a special shop sighs that the first day is not as good as it used to be. But the reporter noticed that the number of people who came to the shopping mall in the evening suddenly increased, and the number was not less than in the past. Most of them were dressed in fashionable young people.

2 days late at 12 o'clock, the reporter saw in Dongmen Mae department store, there were fewer people in the middle and old age clothing area, but the consumption fever of young people shopping area remained undiminished. After 1 a.m., the crowd suddenly increased. Many people are customers who come shopping in the middle of the night.

"Relatively speaking, middle-aged people have regular patterns of work and rest, like to shop during the day; young people are energetic, and entertainment activities at night are more abundant." Cheng Haiyan, deputy manager of Dongmen Maopai department store, confirmed that most of the people who came to patronize during the day were middle-aged and elderly, and most of them were young people at night. Young people have a stronger shopping purpose, and the sales volume of sports, leisure and youth women's clothing has soared. According to incomplete statistics, the maximum sales amount per hour at night is over 6 million yuan.

　　 2 the characteristic services are endless at night.

Why can more young people come to the mall? consumption Mainly the integration of online and offline is closer. Mao Ye has made creative micro films. At present, the online click rate has broken 100 thousand, and the "68 hours without closing" has become a brand communication; Tianhong WeChat mobile platform is hot, continuous commodities can realize mobile payment, shopping malls pick up goods; sun department stores also open up payment links online, and combine online, offline and offline.

What's more, business In view of the characteristics of young people like nocturnal activities, in addition to attracting customers at low prices, they mainly serve together. In terms of transportation, a free bus line is opened at the entrance of the shopping mall, and a free taxi service is added to the dripping taxi. Customers who come to the car send fuel cards to provide hotel reservation services for the local customers. It can be said to be full of strength.

For young people like to eat midnight snack, according to Zhang Jingyi, the shopkeeper of Dongmen Tianhong store, businesses and their surrounding food stores interact with each other, and will offer food coupons after shopping. In addition, in the interactive experience of young people, Dongmen Tianhong has added activities such as hip-hop dance performance, sand painting, Wan Sheng mask DIY and so on. Sun department store marketing director Qin Yu also said that in order to attract young people, the mall has made awards, paper towels, lion dancing and advertising spokesmen solicitation activities.

In the interview, a number of people in charge of traditional retail department stores believe that online shopping can not completely replace the shopping experience provided by traditional department stores. Young people can enjoy the vitality of city nightlife when they shop at stores at night.

　　 3 "night economy" resources need to be excavated.

In addition to the east gate shopping malls, just past October 31st Halloween night, but also many people remember. That night, tens of thousands of young people wearing masks or wearing ghosts were revelling in the scenic spots of overseas Chinese town, which once paralyzed the surrounding traffic. Although the spot group buying tickets were lower in the evening, they were better than many people, making the scenic spots full of money.

The shopping malls also shared a slice of the news. During the visit, the reporters saw that all malls before the festival launched masks and clothing for sale. Reporters at Carrefour saw that the cute pumpkin suit and the horror witch suit were the best sellers. Besides, there were dozens of Halloween costumes sold on angel wings, Fairy Magic Wand, luminous mask, electroplated feather mask, tattoo sticker and so on. According to Carrefour staff in Shenzhen, sales of Halloween related products have been increasing year by year, and overall sales this year increased by about 15% over the same period.

Just " Night economy "Related questions, reporters interviewed marketing experts ho Jin. He said that the "night economy" simply refers to the economic activities that people consume at night. The main content of the "night economy" is to provide service consumption, including catering, entertainment and leisure, sports and fitness, shopping, and shopping consumption accounts for a larger share. To further develop the "night economy" in Shenzhen, we need to tap the resources of the "night economy" for young people. The business community should try to develop attractive "night economy" products and create brand effects to attract consumers both inside and outside the city. Secondly, the government should increase its support for the "night economy", such as relaxing the use of urban public space at night.