Mainland shopping malls embrace entertainment and affordability in effort to woo consumers to bricks and mortar experience
Joy City Property says increasing the share of physical space given over to entertainment at its malls has led to an increase in footfall
Shopping mall operators in China are incorporating entertainment zones with Ferris wheels, giant slides and pet parks, in an effort to woo customers back to the bricks and mortar shopping experience.
Joy City Property, the Hong Kong-listed commercial property arm of state-owned food giant Cofco, is a believer that physical malls can win back the hearts and minds of consumers by providing the right environment.
Against the slowdown of China’s overall retail sales, the company has managed rapid growth.
They introduced China’s first roof-top Ferris wheel, 98 meters above the ground, in its Shanghai mall phase II, which opened in December last year.
“The Ferris wheel attracts an average 1,500 guests daily at 80 yuan per ticket. It has not only brought in considerable revenue itself, but it has boosted foot traffic and sales,” said Zhou Zheng, chairman of Joy City.
