县城商业的“新玩法”：直播矩阵、裸眼3D，与“00后”董事长的坚守 ｜ 新春走基层

Core Insights - The Aegean Sea Shopping Plaza in Zunhua has achieved a sales target of nearly 300 million yuan by 2025, managed by a young team led by a 23-year-old chairman [2][9][10] - The shopping center is designed to attract a diverse customer base, balancing the needs of young consumers and older shoppers [6][12] Group 1: Sales Performance and Customer Engagement - The shopping plaza reported a total sales revenue of 298 million yuan in 2025, marking a 12% year-on-year increase [9][11] - The plaza has 168 retail units with 128 brands, of which approximately 30% are local brands, and major stores like Wanda Cinema and KFC are performing well [9][10] - The dining sector accounts for nearly 38% of total sales, indicating strong consumer interest in food offerings [10] Group 2: Marketing Strategies and Promotions - The shopping center employs a tiered discount strategy during the Spring Festival, offering additional gifts with purchases to enhance customer attraction [11] - A significant portion of customers are utilizing group purchase deals, with an estimated 60% redemption rate for promotional coupons [11] - The plaza has introduced various first-store brands, including an esports venue and a cat café, to draw in younger consumers [10][11] Group 3: Customer Experience and Accessibility - The shopping center is designed with accessibility in mind, providing services for elderly and disabled customers, including wheelchairs and personal assistance [12][7] - Staff are trained to proactively assist customers, enhancing the overall shopping experience and fostering positive word-of-mouth [12][10] Group 4: Community and Cultural Engagement - The shopping plaza hosts local events and activities, such as a Valentine's Day balloon drop, to engage the community and create memorable experiences [14][17] - The use of a large 3D screen for visual displays and animations contributes to a vibrant atmosphere, attracting visitors and enhancing the shopping experience [16][19] Group 5: Future Outlook and Market Positioning - The chairman emphasizes a "home court" mentality, focusing on understanding local consumer preferences and adapting strategies accordingly [19][20] - The shopping center aims to reshape perceptions of county-level markets, positioning itself as a vibrant hub rather than a "downward market" [19][20]