New World Department Store’s 66 Fudie Festival: Winning Customers’ Hearts with Emotional Value

New World Department Store/Paris Spring Unleashes the 66 Fudie Festival Wave, Winning Customers’ Hearts with Emotional Value.New World Department Store and Paris Spring are once again creating a buzz with their 66 Festival, centered around high-quality service and crafting a highly popular offline social feast. In this uniquely designed “66 Fudie Festival” energy space, New World Department Store introduces an original symbol: the “Butterfly.” By connecting the butterfly’s attributes of flight, transformation, innovation, and courage with the brand, it establishes in consumers’ minds a memory of “creating a beautiful life and spreading good fortune.” Customers can not only enjoy the fun of shopping but also experience the emotional value that the brand conveys, embarking on a beautiful spiritual journey together.Creating New Marketing Touchpoints with a Super Symbol to Attract Young Audiences.From this year’s 66 Fudie Festival, the industry sees how New World Department Store/Paris Spring breaks conventions by using insights into young consumers’ needs and employing innovative differentiation to enhance the emotional value of the shopping mall. One key factor is the integration of six major marketing events from May to June, creating a powerful combined momentum that continues to attract diverse audiences. From May 18 to June 18, the event spans across Beijing, Shanghai, Chongqing, Wuhan, Nanjing, and 12 other cities. The butterfly-themed activities, enhanced with vivid visuals, sounds, and sensory experiences, immerse consumers in a butterfly world close to nature.

Shops in Beijing (Shunyi and Wangjing), Shanghai (Wujiaochang), and Chongqing, among others, create butterfly-themed decorative installations, lawn concerts, and summer creative fashion shows to provide a Monet Garden-like immersive atmosphere for shoppers.Partnering with Brands and Third-Party Collaborations to Amplify Appeal.As a nationwide marketing initiative, ensuring consumer satisfaction in the commercial environment and achieving the key transformation from “traffic” to “customer retention” depends on the mall’s multifaceted collaboration. To meet the various consumer needs, New World Department Store/Paris Spring collaborates with more than 90% of its brands to offer discounts across different categories, such as gold and jewelry, cosmetics, fashion, shoes, and bags.Moreover, New World Department Store partners with third-party platforms to adapt to consumers’ omnichannel shopping habits. This includes using platforms like Douyin, Meituan, and Kuaishou, offering group coupon subsidies, UnionPay discounts, and various promotional vehicles, achieving multi-channel linkages and service support.During the 66 Festival, New World Department Store/Paris Spring also works with surrounding business districts to drive traffic, addressing the young consumer group’s needs for quality, socializing, and lifestyle. For instance, Paris Spring in Shanghai’s Huaihai V Store partners with the 2024 Huaihai Road Carnival to set up a “Prosperous Path” photo spot in the square outside the store, garnering over 400,000 exposures.

Leveraging Social Platforms for Maximum Impact.The event also leverages social media channels for widespread engagement. New World Department Store actively drives online live streaming, utilizing influencers and celebrities to boost visibility, both upward and downward, and attract traffic. With the integration of online and offline channels, the event reaches a larger audience. In total, over 200 live-streamed events took place across New World Department Store’s national locations on platforms like XianGou, Douyin, Kuaishou, and Xiaohongshu, attracting over 53,000 viewers per session. Thousands of promotional vouchers, including free meals, gift cards, and bubble tea vouchers, were distributed.During the Children’s Day and Father’s Day, New World Department Store/Paris Spring fully utilized its pioneering “Little New V Card” for kids, organizing a variety of heartfelt family activities, including kids’ street dance performances and a children’s model star gala, strengthening emotional resonance between the mall and target consumers. Simultaneously, the mall continues to roll out new member point programs, offering exceptional service experiences and forming deeper connections with customers.Conclusion: The Success of New World Department Store’s 66 Fudie Festival.From this 66 Fudie Festival, we see that the key to the mall’s success lies in sincerity and the effective integration of resources to create a unified event, helping establish a vibrant mall image and bringing a steady stream of foot traffic to the merchants inside.