Shopping centers open door to innovation

Going digital

Zhang Xi, a VIP member of Hopson One Beijing Chaoyang, said she uses the shopping center's app for its promotional activities.

"At first, I just downloaded the app to pay my parking fees when I went to the center, but I gradually discovered many interactive games, promotional events and e-vouchers on it, which are very useful," she said.

"I use the vouchers to take free piano lessons, gym classes and oil painting lessons at the center. I can spend a whole day there, dining, shopping, attending art sessions and watching a film after booking in advance through the app."

As a result of the pandemic, most shopping malls have strengthened their online services to attract additional revenue and customers.

Zhang said she exchanged her consumer points on the Hopson One Beijing Chaoyang app for cosmetics, which were delivered to her home.

"It was a nice experience, which makes me want to visit the center more," she said.

Last year, Ikea, the Swedish furniture giant, launched its online app in China, offering a range of promotions from its physical stores, which have attracted many customers, including Zhang.

"I used to go to Ikea's Siyuanqiao store in Beijing quite often, but I now shop at the company online, as it saves me so much time. Also, the store is always crowded," she said.

Zhang Ying, saleswoman for a jewelry brand at Hopson One Beijing Chaoyang, often adds customers as her friends on WeChat, with the aim of providing better service and communication.

She posts photos of products on her account each day and answers questions from customers via the app.

"I have to do mobile promotion to build bridges between customers and the brand I work for," she said.

"There is now no clear line between online and offline sales. We use all the tools we can to attract customers. I make friends with them, provide them with service and make money for both the brand and myself."

Shopping centers have also turned to livestreaming sessions during the pandemic.

In Beijing, to boost consumption, the commerce bureau has organized several such broadcasts for traditional food and clothing brands. The sessions have proved popular.

On June 6, the bureau staged livestreaming events to mark the start of the summer spending season, raising revenue of 1.4 billion yuan by staging such broadcasts until the end of last year.

In November, more than 300 companies in Beijing joined a livestreaming contest to introduce their products to customers via apps, with more than half the participants taking part in such broadcast for the first time.