NEWS

Entertainment for All: Not just women and kids, see how the mall's 'new darling' appeals to male consumers

As the saying goes: Women and children are best paid. This suggests that while women and children have great spending power, it also reflects the underemphasis on male consumption. For a long time, women's consumption and children's consumption can be found everywhere in one-dollar shopping centers, but few cater to men's consumption needs.

However, this market situation has been gradually broken, for male consumers such as video game city, esports, pk and other forms of business frequently appear in the major shopping centers, the major shopping centers have begun their "harvest" male consumers.

The distribution of stimulus programs targeting male consumer preferences

With the improvement of living standards and consumption power, people's consumption demand has been extended from the solution of simple clothing, food, housing and transportation to the pursuit of leisure and entertainment. In this regard, shopping centers also intend to introduce a variety of experience formats, video game city is one of the new power point. And video game city consumers to the majority of men, women less. Shopping malls have launched video games, fishing machines, fighting machines and one-dollar game consoles, which also means that male consumers have become the new target group of shopping malls. In the past two years, the major shopping centers in the country have introduced the video game city are: The Legend of Ridis, Super Captain, immersive, one dollar buying high machine, VR theme park, Beibei animation, star force video game city, city hero, big players super music field, travel carnival, cool animation video game city, flying, the storm again. These game city for male consumer preference stimulus projects, consciously layout racing class, shooting class, fighting class and other projects, such as the Chronicles of Riddick adult recreation area introduced the first text D6, 3D high-definition Tour car, player level cyclone 3 and other game consoles.

National networking is more likely to excite male consumers

A number of other programs have been networked across the country, allowing players to compete with top players from all over the country at once, which is more appealing to male consumers. As the "Internet celebrity brand" of video game city, Legend of Star has been stationed in a number of shopping malls, such as Shanghai Qibao Vanke Plaza, Huizhou Walmart, Shenzhen One Square City, Chengdu China Resources City, Changsha Yuefang IDMall, etc.

The application of VR technology creates a new game experience

In addition, the game city also uses VR technology and game content to create scenes such as high-altitude ropeway, battlefield guard, shooting training, etc., to create a new game experience. For example, Beibei Animation Play City in Tianhe City in Guangzhou Tianhe District ~ interactive battle experience area has a number of single and double fighting machine, lipstick machine, lucky box Fu bag machine, various doll machines, one-dollar buying vending machines, the God of wealth fish machine, VR experience allows players to break through the restrictions of the site, free to kill the enemy in the virtual world; DreamWalker interactive arena experience area applies the first wireless space multi-player interaction scheme in China to achieve zero-load experience, so that players can experience the pleasure of picking up weapons and fighting with partners...... The immersive VR theme park in Guangzhou's Wanling Huai has launched Fireline Assault (aka Theme Park), which uses a backpack computer and Oculus Rift to unbind players from cables and allow them to move around a wide range of areas. It also uses room positioning technology to prevent four headsets from "fighting" with each other. Create a stimulating and novel game atmosphere for the players.

With the help of VR equipment, gamers can get away from the limitations of keyboard and mouse and participate in the game "personally". Moreover, they can get rid of the shackles of reality. For example, they can't really kill the enemy in the real people CS, but in the virtual game world of the game city, players can kill the enemy. For male consumers who like to pursue excitement, this kind of entertainment environment can be fully engaged in the game, can make them play more enjoyable!

Online to offline esports into offline drainage tool

According to the 2017 China Game Industry Report, the actual sales revenue of China's game market reached 203.61 billion yuan last year, up 23.0% year on year, among which the actual sales revenue of mobile game market reached 116.12 billion yuan, up 41.7% year on year. In the face of such a huge market, shopping centers are also ready to move, began to consciously introduce professional esports, to take advantage of the game this wind "capture" the main force of the game - male consumers.

It is understood that the e-sports hall introduced by the shopping center not only provides professional gaming equipment, but also holds a variety of offline competitions. Non-professional players can greatly enhance their experience through professional hardware and events, while professional players can also increase their viscosity and interaction through offline team-up, etc.

Wuhan Tiandi commercial street introduced an area of about 700 square meters of top esports - E7 mutual entertainment, in-store mobile game bar is not only equipped with ten professional high configuration of the game area, the multi-function area is equipped with unique "burst light" mode, so that consumers in the game more experience; In addition, E7 Entertainment also has a bar area, which is enhanced by professional bar facilities and a wide range of wine. E7 Entertainment creates a good game environment for consumers through "esports + bars", and provides an offline communication platform for game lovers.

The B5 esports arena in Suzhou Flower Center not only has a regular area, but also has a special broadcast room and a customized Mosaic screen for games. B5 esports will also hold multi-category and multi-dimensional events from time to time. For example, last year, it held an offline competition of "Internet celebrity" game PUBG: Escape -- "National Chicken Eating Contest", which almost covered most of the "chicken eating" lovers in Suzhou.

In February last year, Dawei esports cooperated with Brookstone to set up a special mobile game experience area in its store in Hangzhou City Square. Game users can use the IPAD and mobile devices in the store to experience the scene projected on the big screen through the connection of micro projection, and experience different pleasure in the game battle. In addition, Dazzle control esports also invited a number of quasi-professional esports master resident performance and organization of events, so that each fan can experience a commentary + live contest experience.It is not difficult to find that Hyun control e-sports try to create the game atmosphere, game commentary, live broadcast and other game-related activities together to meet all the needs of consumers for games at one time.

In addition to the above brands, online giant Tencent also entered the game. Last September, it opened the first offline experience store in China, Tencent Video Good Time, on the sixth floor of Zhuoyueanhui, Shenzhen. The 431.76 square meters of space includes mobile game bar, Internet celebrity broadcast room, micro cinema, famous IP derivatives selling area, light catering bar and other parts. The mobile game bar area in the store not only has 32 seats, but also a screen for live esports. On the left of the mobile game bar is the online celebrity broadcast room, where you can experience live esports and mobile games at any time.

In shopping malls, although cosmetics, clothing, shoes and bags and other female consumption forms still take up half of the total, but the proportion of male consumption forms has been gradually increased, including the introduction of new experience forms such as video game city and esports. Shopping malls are not only leisure and entertainment platforms, but also social platforms, which well meet the needs of male consumer groups under the "consumption upgrade". For shopping centers, it not only enriches the business, increases the popularity, but also improves the performance. With the rise of male consumption, how to "harvest" male consumers will become a new thinking in shopping malls in the future.