"wangfujing better life festival" opens up a better urban life with new boundaries
2024-09-21
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wangfujing group has been carrying forward the original mission of a national commercial brand for 69 years, and has used high-quality commercial development to stimulate the endless vitality of urban development. in 2024, wangfujing group will celebrate its 69th anniversary. focusing on the theme of "moving towards the new, beauty without boundaries", it will continue to build the brand ip of "wangfujing 925 beautiful life festival". from august to october 7, the group linked 79 new consumer landmarks in 36 cities across the country, integrated integrated platform resources, activated innovative gameplay, and successively launched brand activities such as super brand month, street dance competitions, and mall promotions that cater to consumer needs and echo contemporary life, winning the love and favor of consumers and gradually becoming a grand consumer festival for all people to participate in.
"super brand month" new products with gifts: activating the "consumption without boundaries" trend towards new forces
wangfujing group practices the concept of a better life and helps stimulate the vitality of urban consumption. the group has joined hands with many high-quality domestic and foreign brands to launch the "super brand month", launching a series of consumer experience activities such as new products, exclusive discounts, and flash markets for consumers. focusing on the "new products" of consumption, it has joined hands with brands such as coach, estee lauder, lancome, clarins, sk-ii, chow tai fook, luk fook jewellery, belle, etc., and linked the business advantages of various commercial complexes in many cities across the country to launch quality, fashionable, and trendy new product shopping experiences for consumers, and continue to ignite consumption enthusiasm; focusing on consumption "service updates", launching new product trials, member benefits, and points redemption, and continuously optimizing service experience; closely following consumption "scenario innovation", through theme markets, flash events, xiaohongshu social topics, etc., high-quality brands and products are integrated into trendy life scenes, in line with individual consumption needs, and continuously creating excellent consumption scenes.
in addition, the group strives to expand the boundaries of consumer platforms and empower consumption upgrades with digital technology. ten stores were used as pilots to launch an online integrated mall first. focusing on various promotional offers, service experiences, and new product launches during the "super brand month", the group optimized the store touchpoint operation capabilities, linked online and offline consumer resources, and made every effort to create a full-process, integrated, efficient, and high-quality consumer ecosystem, reaching a borderless and diverse consumer scenario.
guinness world records™ challenge draws a blueprint: bringing together the cohesion of "city without boundaries"
around the 69th anniversary celebration, wangfujing group specially planned a guinness world records challenge event, which broke the city boundaries and linked multiple circles, ages and dimensions to complete the challenge together, fully demonstrating the group's spirit of striving for "new" and climbing to a higher "high". this challenge invites consumers, partners and store employees from cities across the country to draw a coloring picture together, and finally draw the sentence "happy 69th anniversary of wangfujing group", and the guinness world records challenge will be carried out offline on september 23.
just like the guinness world records that constantly challenges and breaks through limits, wangfujing group is also constantly making progress in innovating consumers' better lifestyles, gaining insight into consumers' true needs, and striving to realize people's expectations and aspirations for a happy life. it reflects the group's spirit of continuous breakthroughs, climbing to the top, and pursuing excellence, and demonstrates the group's cohesion and new development momentum, and gathers the driving force for innovation and progress.
in addition, this world record challenge event adheres to the concept of "beauty without boundaries, charity first", and cooperates with beijing runbaofangde charity foundation to invite 12 children with tumors to participate in drawing and coloring, providing a happy, interesting and meaningful charity event for the little warriors. it is hoped that through this event, the little warriors will feel the colorful and beautiful life, bravely face the challenges in life, and shape a positive attitude and values towards life. returning to the innocence of children in fun and feeling a good life under care reflects wangfujing group's sense of responsibility to care for children and give back to society, and illuminate a good life with humanistic care and corporate culture.
"street dance competition" ignites many cities: igniting the new trend of "youth without boundaries"
wangfujing group keeps pace with the development of the times and continues to shape the brand's youthful image. as one of the series of marketing activities for the 69th anniversary, wangfujing group's turn up national street dance tour continues to be launched in 13 stores in 13 cities including beijing, tianjin, chengdu, xi'an, and wanning. this street dance competition takes advantage of the trend culture, connects brands and young people, and brings together circle culture without national boundaries, age and gender. china's top popper and world champion huang jingxing, china's top animation dancer and "this is street dance" super popular contestant yang wenhao, china's street dance og and "hot blood street dance crew" champion feng zheng were invited as judges and guests to attend the opening station in changsha and the finals held in wanning on september 21 and 22, creating a loud marketing event. the event combines the unique commercial charm of wangfujing with the trendy youth cultural heritage, and integrates artistic trends, street dance competitions and urban cultural elements, bringing a trendy cultural feast of audio-visual, light and shadow to young consumer groups across the country, demonstrating the infinite charm of the wangfujing brand that resonates with the times, and inspiring contemporary young people to express their individuality and stick to their own attitude.
"mid-autumn festival theme event" explores the ancient times: building the cultural power of "experience without boundaries"
around the mid-autumn festival, wangfujing group fully leverages the platform and scene advantages of its commercial complexes, and each city, based on its regional cultural characteristics, launches a series of mid-autumn festival themed activities that are profound, innovative and interactive. with the traditional cultural heritage of the mid-autumn festival as the theme, wangfujing outlets·shenyang qipanshan town, wangfujing outlets·xinxiang plain town, changsha wangfujing department store, zhengzhou wangfujing city outlets and other stores launched hanfu fish lantern parade, wonderful mid-autumn festival, jade rabbit parade, and mid-autumn festival themed check-in activities. by integrating traditional cultural elements such as hanfu, fish lanterns, and cinnamon, they help consumers perceive and experience culture in commercial scenes, and create a new commercial consumption scene that connects the ancient and modern times; with lighting up the mid-autumn "night economy" as the entry point, stores in cities such as beijing, yinchuan, mianyang, baotou, and nanchong launched mid-autumn garden parties, chang'e flying to the moon folk performances, astronomical moon viewing, intangible cultural heritage performances and other activities to enrich the mid-autumn night consumption life in many cities; based on the concept of "cross-industry alliances", stores in cities such as harbin and chengdu linked up with cross-industry brands to launch mid-autumn stage, crab feast competition and other activities to bring together the advantages of multiple categories of brands and activate innovative and diverse cultural power.
"special market" is fun and enjoyable: creating "boundless beauty" innovation
catering to the characteristics of the era of personalized, experiential, creative and diversified consumption, wangfujing group's stores in various cities have successively launched "festival creation" activities, focusing on current trendy themes such as pets, parent-child, camping, and food, and launched a number of special market activities. stores in cities such as chengdu and nanchong have launched themed cat shows and pet competition carnivals around the theme of "cute pets", connecting the communication channels of enthusiasts from all circles; stores in cities such as mianyang, xi'an, and beijing have launched dji drone cross-flight competitions, e-sports elite competitions, and world-class game card sub-station competitions with the themes of technology and competition. digital technology and game competitions have ignited the enthusiasm of urban consumption; stores in cities such as xi'an and beijing have integrated cultural and creative products to create cultural and creative flash and theme markets to promote the complementary relationship between traditional cultural heritage and urban culture and commercial consumption; stores in cities such as taiyuan, beijing shuang'an, and nanchong have launched themed activities such as coffee, cycling, milk tea, and activities, perfectly combining lifestyle with shopping consumption. to celebrate its 69th anniversary, wangfujing group’s stores have also launched a series of consumer promotion activities, created product marketing hotspots, linked various special activities, and jointly created a grand atmosphere of the festival of a better life.
social sharing of “xiaohongshu online topics”: unleashing new potential of “unbounded communication”
as the first large-scale commercial group to cooperate with the xiaohongshu platform, wangfujing group has joined hands with the xiaohongshu platform to create exclusive topics and content operations for wangfujing group under the official s+ ip topic of xiaohongshu "xiaomei says", calling on users to jointly explore and magnify every "little beauty" in life and share the reasons to fall in love with life.
since the launch of the event, the topic page of "shopping for a better life" has received nearly 10 million views. the group has collaborated with stores, brands, influencers and customers to produce a large number of high-quality notes and video content around a borderless and beautiful lifestyle. with the help of exclusive h5 event aggregation pages and topic pages, a full-scale, multi-dimensional publicity matrix has been created, forming a communication trend of mutual promotion and circular superposition online and offline, gathering traffic and amplifying voice for the event, activating new consumption momentum with "borderless communication", leading new regional consumption methods, and helping to boost the vitality of urban consumption.
group anniversary celebration, city fashion show: exploring the new vitality of "exciting without boundaries"
around the 69th anniversary, wangfujing group will launch a series of celebration activities on september 25, including the anniversary celebration ceremony and torch relay. stores in cities across the country will be based on the cultural characteristics of the city and innovatively launch celebration activities with diverse themes and forms to create a beautiful urban life coordinate with one city and one scene. in addition, with the theme of "city fashion show", the group will work with stores in beijing, chengdu, luoyang, harbin and other cities to plan and carry out theme fashion show activities, create theme trend blocks, and work with local relevant departments and key brands to jointly create wangfujing's fashion business card and present a wonderful fashion feast for consumers.
moving forward, the beauty is boundless. as one of the largest and most comprehensive retail groups in china, wangfujing group has been forging ahead for 69 years and leading the era. adhering to the principle of keeping integrity and innovation, it continues to explore new business models, writing the unique business culture of wangfujing; firmly changing with the times, continuously integrating new business formats and building new scenes, reflecting the prosperity and changes of the chinese nation's century-old business, outlining a new, high, beautiful and boundless urban development picture, and continuing to write a new chapter of the times. wangfujing group looks forward to working with consumers across the country to create a better urban life.
