2021/10/31

[Kingkey Banner] The "Wonderful World" Activity in Celebration of the 13th Anniversary of Nanshan Kingkey Banner Center Successfully Held

Witnessing the brilliant upgrading of the city over 13 years

The highly anticipated Nanshan Kingkey Banner Center was opened in 2008, with an aspiration to become a shopping center with a relaxing environment for people to feel comfortable, conduct consumption and take leisure, and slow down the pace of their lives. For 13 years since then, Nanshan Kingkey Banner Center has stayed true to its original aspiration, gained deep insight into changes in consumption trends, continued to explore and innovate the mall operation mode, gradually grown into a multi-dimensional and diversified commercial project for all customers, and witnessed and led the consumer lifestyle upgrades and changes of the city.

In October 2021, Nanshan Kingkey Banner Center launched a series of activities to celebrate its 13th anniversary, including the "Wonderful World" exhibition, the "Forest Science Popularization Class" public benefit activity held in association with Shenzhen Mangrove Wetlands Conservation Foundation, the Pets Carnival, 50% off food buying, 20% off group buying (for every RMB 1,000), and gold bar lottery with 99 points, which brought a city carnival for Shenzhen citizens. During the anniversary celebration, the sales reached RMB 13 million, the single-day sales to members exceeded RMB 4 million, and the number of new members registered exceeded 1,200, all creating record highs. To thank consumers for their support over the 13 years, Nanshan Kingkey Banner will continue to bring in more quality brands and provide a shopping experience that warms customers' hearts.

Exploring the forest

Five-sense immersive experience

Nanshan Kingkey Banner creatively "moved" a natural forest to the mall space, where vibrant vines and flowers, insects and beasts, swings, pavilions, flora and fauna illustrations, and interesting interactive scenes were arranged in the atrium, for people to travel from the city to the "rainforest". In the forest scene, people could hear the sound of every "animal" (elephant, lion, giraffe, rhinoceros, etc.) when they passed by it as if they were in real nature. Taking a break in the wooden pavilion surrounded by a realistic dense forest with a smell of soil fragrance from the air from time to time could immediately make people forget all their worries in the city. Children were laughing and playing around a small boat in the center while adults were taking commemorative photos, making the site joyful and lively. In the wonderful forest, a new tourist attraction in Nanshan, people could feel as if they were in a real forest with their visual sense, auditory sense, tactile sense, olfactory sense and gustatory sense immersed in the scene.

Members could exchange a forest ticket with nine points during the anniversary celebration. More than 1,000 groups of member families were attracted by the "forest" in the metropolis to experience the harmony between nature and the city.

Participating in a public benefit activity

Wetland conservation advocacy and brand image improvement

"Humans and wetlands thrive together." To better awaken citizens' awareness of protecting natural ecology, Nanshan Kingkey Banner launched the Forest Science Popularization Class public benefit activity in association with Shenzhen Mangrove Wetlands Conservation Foundation as part of its 13th-anniversary celebration, which popularized the importance of wetland ecology and contributed to the conservation thereof. The Forest Science Popularization Class consisted of three parts:

"Science popularization lesson", to popularize the knowledge of wetlands and birds and explain the diversity and importance of wetland ecology;

"Wetland guarding", to advocate people to contribute their bit and become wetland guardians;

"Speaking up for public benefits", to call on people to protect wetlands and the homes of benthic animals.

The public benefit activity called on everyone to participate in wetland conservation and contribute their bit to the protection of wetlands, animals and nature and attracted continuing attention from customers. With the participation of nearly 30 families, the activity raised the children's awareness of wetlands and birds and cultivated their sense of responsibility for protecting natural ecology. Through the activity, Nanshan Kingkey Banner successfully spread the concept of "wetland conservation" to the community as part of its social responsibility. The enterprise will continue to fulfill its social responsibility and speak up for nature in the future.

Pets Parade

13th-anniversary celebration setting off a heatwave

There were other activities in celebration of the 13th anniversary. Nanshan Kingkey Banner teamed up with pet agencies again to launch the Fifth Pets Carnival to enhance the fun consumption experience of families, where more than 200 pet dogs participated in the dog sports meeting, pet market, etc. The activity set off a heatwave in the celebration on the outer square and was more popular than in previous years.

The "Pets Parade" and "Halloween Party" launched based on the Halloween theme attracted nearly 150 children to participate and interact with 10 brands, which created a good atmosphere. Those children gathered at the atrium of the mall filled with people and paraded in a formation to celebrate the anniversary.

Anniversary promotion

Generous benefits

More than 100 brands gathered to offer generous benefits. Nanshan Kingkey Banner launched a series of promotional activities to give back to consumers, including "RMB 800 as RMB 1,000 coupon", "RMB 100 rebate for every RMB 1,000 spent", and "lottery with points". Among them, the "lottery with 99 points" attracted a large number of customers to participate through rich prizes such as Chow Tai Fook gold bars and Coolpad phones, which greatly drove consumption and sales on site. Furthermore, exclusive activities were launched for KK Club members during the anniversary celebration, including 10 times points and five-hour free parking.

During the 13th-anniversary celebration, the overall sales grew by 22%, the sales to members grew by 27%, and the sales of more than 40 brands grew by 50% compared to the same period in 2020, which were excellent results and record highs.

Millions of exposure

Enormous traffic

Based on the concept of "Wonderful World", the on-site large-scale wonderful forest installations, wetland ecology conservation and pets activities and anniversary benefit activities of the 13th-anniversary celebration were publicized in all media to comprehensively cover the surrounding consumer groups.

The celebration was thoroughly promoted in new media such as WeChat, Douyin, WeChat Moments, Xiaohongshu, Sina Weibo, and WeChat Channels to attract consumer traffic; popular Douyin influencers were invited to experience the activities on site, which attracted millions of view count and increased media exposure. Offline publicity was conducted in quality media in combination with KK100 building advertising, brand special metro, community framework, etc., and ads were precisely delivered using the surrounding resources. Publicity was also conducted together with Shenzhen Mangrove Wetlands Conservation Foundation and Boom Technology to comprehensively cover the target market and achieve good publicity effects.

Forging ahead

Advancing together

Nanshan Kingkey Banner is meeting new challenges with its unlimited energy and enthusiasm. The celebration has been a unique and meaningful attempt, with good results. Under the guidelines of the leaders, Kingkey Banner will continue to prove itself through efforts and diligence, innovate and upgrade, and integrate diverse resources and digital and intelligent platforms, so as to furnish brands with all-around one-stop marketing services.

Kingkey Banner will continue to promote brand-mall joint development, enrich interaction with surrounding communities, better integrate brand characteristics and consumer demand, and create a better shopping experience.

In the future, upholding the concept of "Responsibility as Foundation and Innovation as Soul", relying on the strong backing of the Group, and with assistance and support from sister organizations, Kingkey Banner will develop its team by constantly improving itself and strengthening teamwork and innovation and continue to explore a more suitable and effective operation mode, to give every Kingkey person full energy to together create sustainable benefits for the company. (Article by Marketing Department)