The Hongkou Commercial Circle is in a strong ambience of the new year. Photo by Yang Borong
By Yin Jianhua
The year of the OX ends and the year of tiger begins. According to the survey and statistics of 22 sample enterprises in the district conducted by the Hongkou District Commission of Commerce, the cumulative sales volume in the 14 days before and after the Spring Festival this year (January 24 - February 6) was 433 million yuan, a year-on-year increase of 43.5%.
The Activities in the Commercial Circle Continue to Increase Revenue
On the premise of the epidemic prevention and safety, the Hongkou District Commerce Commission guided major commercial enterprises to prepare enough new year’s goods, accumulate popularity, carry out theme promotion, stimulate consumption, and create a hot shopping environment.
A series of brilliant exhibitions and performances were unveiled during the Spring Festival in Ruihong Tiandi. Song Santu, a young pioneer artist, brought eight art installation works, and thousands of "cosmic flowers" gradually bloomed in Ruihong Tiandi. At the Sun Palace, the performances including the new year's magic show, dance show and the god of wealth parade in the year of tiger were staged one by one. Many folk hand-made activities, such as new year's tiger head clay painting, filling color for Spring Festival couplets, traditional windmills, little calligraphers and animal headgear, made consumers understand traditional cultural knowledge and experience the charm of humanities and art. The theme market of "prosperous market with flowers" held at the Moon Bay was full of new year’s goods, like handicrafts, cultural and creative works and flowers.
The paintings of tiger from hundreds of little painters at the painting exhibition of "Looking for Tigers in Lanes" at Jinchao 8 Lanes, the new online-popular place, and the 4 naughty and lovely tigers on the both sides of buildings of lanes created a festival atmosphere.
North Bund Raffles cooperated with Reeb to open “Happy Tavern” in the limited period. The people gathered here, had beer, left their reason for loving Shanghai and recall the Shanghai taste in little old tavern. The hand-made rabbit lights in City Market · Lane and the nostalgic Cantonese Golden Melody of the 1990s made people feel the home warmth.
Sinar Mas Plaza organized stores to celebrate the Spring Festival in activities including Chinese-style Interaction Salon and watching movie for free in the Spring Festival.
At Capitaland Hongkou Shopping Center, the Interesting Family teamed up with Tom Bear to create a unique fairy-tale paradise. In addition, the lucky draw a lottery in the Spring Festival continues, so that consumers can enjoy the good luck of the new year.
Bailian Quyang Shopping Center forged the IP-themed art exhibition in the year of Tiger of Fan Xiaohu and distributed RMB1 billion lucky money to celebrate the new year.
During the Spring Festival, the supermarket stores had sufficient supplies of meat and vegetables and sales prices are stable. MUJI Seven Fresh launched “Seven Fresh New Year’s Goods Festival”. A variety of new year's eve meal packages were semi-finished products, so that green hands at cooking can easily have a big meal at the new year's eve. Freshippo collected various fresh ingredients and sold Spring Festival goods box. Century Lianhua Supermarket launched a large number of sales of selected commodities that attracted citizens to purchase.
The Market of New Year's Eve Dinner Was Still Hot
The new year's eve dinner market continued the hot trend in the past this year. According to statistics, the sales of the dinner of 4 catering sample enterprises in the region increased by 13.7% year-on-year, and the sale amount of the dinner increased by 13.4% year-on-year.
Songhelou launched three gift baskets of new year's eve dinner, as well as Jiangnan-style new year's goods like gift boxes of Suzuo flower tea and preserved meat so that consumers could experience new year's atmosphere of Suzhou-style in an all-round way.
Lanxin Restaurant worked out the gift box of potted dishes with delicacies from land and sea, which was made of precious ingredients such as superior sea cucumber, abalone, scallop and shark fin.
In addition to those traditional local cuisines, the "new faces" of special new year's eve meals such as Cantonese and Hunan cuisine were favored by consumers.
Noticeably, many catering enterprises have actively innovated and launched gift cards for new year's eve dinner gift boxes this year, which has become the new year goods.
The E-commerce Companies Still Sold
The E-commerce enterprises in Hongkou actively responded to the deployment of the "Online New Year's Goods Festival" and carried out and participated in all kinds of online and offline festival promotion activities.
Shanghai Jahwa United Co., Ltd., Belle Shoes (Shanghai) Co., Ltd., Kosé Cosmetics Sales (China) Co., Ltd. and Shanghai Yepai E-commerce Co., Ltd. and other brand enterprises continued to recommend all kinds of brand suits, limited series and new gift boxes in the form of brands’ live streaming and consumption rebate, so as to meet the diversified, high-quality and personalized needs of contemporary consumers.
The Dewu APP seized the needs of generation Z consumer groups, held the theme activity of "trendy new year", carried out the recommendation of trendsetters for new year's wear, launched all kinds of new product of co-brand models, and launched the list of trendy clothes collocation in new year.
According to statistics, the online transaction volume of Hongkou online retail sample enterprises increased by 8% year-on-year during the Spring Festival.