International super 188bet mobile once again enters the Chinese market.

July 25，The theme entertainment experiential restaurant "Barbie™ Sweets Store", exclusively officially authorized by the internationally renowned toy brand Barbie™ Barbie™, opens grandly in Guangzhou，China’s first batch of offline physical stores are located in Guangzhou Zhengjia Plaza and Guangzhou Panyu Aoyuan Plaza。At the same time, pop-up stores have also appeared in cities such as Shanghai’s landmark Oriental Pearl Tower。All stores continue Barbie™’s timeless classic style and unlimited creative inspiration，Presenting dreams to Chinese consumers、Colorful 188bet mobile consumption scenarios such as fashion。

International IP、International Live Entertainment Design Team、188bet mobile themed experience consumption format、First-tier city business center......These elements have roughly outlined the changes and trends of China’s (urban) consumer market，This reflects a 188bet mobile customer base、188bet mobile content、188bet mobile scene、188bet mobile experience、The superposition and cross-effect of multiple elements of 188bet mobile retail。The 188bet mobile experiential economy has further penetrated into the urban commercial space texture。

Urban 188bet mobile has changed，Great changes in 188bet mobile are coming，Commercial space、Product format、Operating model，It’s time to change。

Barbie™ 188bet mobile is open,

188bet mobile consumption in first-tier cities is more prominent

Barbie™ was born in 1959，Their images are diverse，188bet mobile Princess to President，188bet mobile astronaut to zoologist，Barbie™ has no ceiling，Currently it has more than 200 professions，And still under expansion and development。

Mattel, the world’s leading toy company, is the owner of the Barbie™ brand，The Barbie™ Sweet House project is exclusively authorized by Mattel to Shanghai Maichi Cultural Development Co., Ltd.，Achieved landing in China。Opening of Barbie™ Sweet House，Julie Freeland, global business leader of Mattel Group Live 188bet mobile (LBE) said，Excited to work with our partners to bring this special experience to Barbie™ fans。Representative、Barbie™ Sweet House inspired by the trend-setting Barbie™ brand will bring an exciting delicious experience，And the opportunity to interact closely with the brand。I hope every customer can enjoy the fun brought by Barbie™ Sweet House。

The formation of Barbie™ Sweet House, a 188bet mobile business format，It took two years，Relevant designs come from multiple theme parks around the world including Universal Studios、Created by the international live entertainment design team serving Disneyland，Also hired as Hermes，LV、Fendi、Gary Porter, master of store design for GUCCI and other luxury brands，Diverse features，Including international IP themed entertainment and themed catering、Integration of theme retail，Scene experience themed with Barbie™ dream space concept、188bet mobile social lifestyle，Integrating business formats with 188bet mobile markets，Break the traditional single catering or shelf-style retail format in commercial space，Thus providing 188bet mobile solutions for commercial spaces and live entertainment formats。

Taking food and beverage and other catering businesses as an example，Barbie-themed 188bet mobile retail experience store launches themed catering food with Barbie™ characteristics，Includes select quality gelato、Pink ice cream made from Hokkaido’s technical golden mix，Selected imported Ethiopian high-quality beans，A coffee drink that restores the unique floral and soft fruity aroma of Yirgacheffe in Ethiopia，As well as various seasonal tea drinks that are popular among Chinese young people，Build a fashionable check-in place for consumers that conforms to current consumption habits。

At the same time，The authorized classic Barbie™ Doll Box selfie area will also appear in each store，Bringing you a fully immersive interactive 188bet mobile。Also，Barbie™ Sweet House integrates current popular elements，Inspire creative inspiration，Limited Barbie toys and customized series of peripheral products will be launched soon。

Barbie™ Sweets StoreBarbie™ Sweets Store

can be found，Barbie™ and Grandview Plaza、Cooperation with Aoyuan Plaza，Create 188bet mobile IP scenarios through reconstruction，Building a 188bet mobile consumer theme space，Even if Plaza gains innate advantages in CP (consumer goods) products and developable categories，Reduce independent development costs，It also extends the 188bet mobile commercial realization space of Barbie™ IP。

From its existing product format，Look at the chain products to be displayed in the future，“Food” forms one of the core traffic diversion and consumption transformation entrances，IP-based、Themed “zoom in”，Personalization formed、Differentiated strong label attribute experience consumption space，Suitable for today’s young people、The needs of 188bet mobile mainstream consumer groups such as parent-child families，Provide consumers with multiple attraction entrances、Comprehensive experience scene、Offline consumption entity of 188bet mobile lifestyle。

If you add the social habits and short videos of young people、Popular applications of the 2D platform，Will promote the second scene space of Barbie™ Sweet House in a wider range and circle、Three-time spread transformation effect，This is also the current 188bet mobile experience、188bet mobile scenes and 188bet mobile social interactions、One of the manifestations of 188bet mobile communication superposition。

188bet mobile product、188bet mobile customer group、188bet mobile media/188bet mobile channels, etc.，Forming a 188bet mobile closed-loop link for current 188bet mobile consumption。

Extended view，Grandview Plaza where Barbie™ Sweet House is located、Aoyuan Plaza，is a typical commercial complex in the city，This actually shows an increasingly obvious trend: shopping malls that originally had “shopping” as one of their core business formats、Commercial Center (Comprehensive Shopping)，And (single item shopping), etc.，More on the basis of "purchase"，Updated and superimposed 188bet mobile business formats，Catering、The proportion of leisure and entertainment formats has increased significantly，Especially the latter，Leisure and entertainment complex、A type of lifestyle complex，Become the original shopping center、Upgrade path of current commercial complex。

Barbie™ Sweets StoreBarbie™ Sweets Store

Zhao Yang, Chairman of the Asia-Pacific Region of TEA Global Themed 188bet mobile Association, once pointed out，In today’s world of serious homogeneity in commercial space，Cultural, tourism and commercial facilities meet basic food needs、Purchase、Stay waiting for function，Should also satisfy cultural display、Cultural experience、Interactive communication、Complex functions such as tour experience。Present，Visiting shopping malls has become a kind of "check-in" and "tourism"，In the short term, it can directly and quickly bring in turnover，In the long run, it can make shopping malls and other commercial real estate projects more playable as products、Interesting、More differentiated in terms of richness - not attractions，Better than attractions。

Online and offline linkage is also crucial，This not only includes online and offline marketing linkage，Pay more attention to the linkage of 188bet mobile content、Consumers’ online and offline interactive 188bet mobile linkage。For example, in terms of original IP，It is necessary to continuously innovate content。At the same time，On the one hand, fully integrate consumers’ online and offline behavioral data、Offline physical data, etc.，Carry out precise marketing，Lock the brand’s target customer group；On the other hand，Awaken the original brand memory online、Consumers who have not converted yet take action，Thus increasing the conversion rate。

You can roughly see，The application of digital technology is establishing a long-term relationship with users、188bet mobile relationships with stickier and higher conversion rates，This is one of the essentials of 188bet mobile retail。

Take Barbie™ Sweet House as an example，The incremental consumer groups and data it brings，Yuzhengjia Plaza、Existing consumer data of Aoyuan Plaza，It can also have a mutual diversion effect in 188bet mobile，Data can also be opened up，Data + diversion form mutual promotion again。

International IP + Chinese market: The trend of 188bet mobile changes is obvious

Zhao Yang, Chairman of Asia Pacific Region of TEA Global Themed 188bet mobile Association, pointed out，This project is the first international IP project launched in China by TEA’s core members in the past two years，Barbie™ Sweet House provides a shot in the arm for the rapid recovery of the live-action 188bet mobile industry after the epidemic，Highly anticipated。

He said，In the current era of rapid economic development in China，The rapid recovery of the economy after the epidemic，China has undoubtedly become the most active live entertainment market in the world，More and more international brands and IPs among TEA members will enter China，There will also be more business formats that are different from the single experience in the past，More 188bet mobile and integrated themed entertainment formats will also land in China。

This reflects the development of China’s urban consumption and changes in consumption entities。Urbanization、Urban Update、Consumption upgrade，Will promote the iteration of existing commercial centers、The emergence of 188bet mobile commercial consumption entities。For example, iterative commercial entertainment complex，The radius of the converted customer groups served has changed significantly，It will not only be the customer base a few kilometers around，And it may be dozens of kilometers in radius，Even a city’s consumption aggregate，If further extension，Intercity transportation facilitation、Promoted by factors such as urban area development，Become a leisure, vacation and entertainment complex around multiple cities，For example, the future may be closer to the concept or form of a leisure vacation destination，The introduction of large-scale themed entertainment formats may become more common，Multiple IP、Strong IP becomes one of the characteristics，The competition for high-quality IP may become more intense。Here，Themed 188bet mobile consumption、Unique experience、The entire experience chain of food, drink, accommodation, travel, entertainment and shopping will be satisfied，Their consumer area circle will also be extended from this。

Barbie™ Sweets Store opening scene

Under the trend, what is the current situation and 188bet mobile of the market?

Winshang.com has statistical data showing，The total stock of domestic shopping malls in 2019 is about 4.200 million square meters，Among them, first- and second-tier cities account for 51.5%，about 2.100 million square meters。About 982 shopping mall projects are planned to open nationwide in 2019，The total 188bet mobile volume is about 86.22 million square meters。Newly opened theme shopping malls across the country are increasing year by year，The quantity accounted for 17% in 2018。

Also refer to public data，Compared with shopping mall 188bet mobile formats in some developed countries (such as FEC，i.e. home 188bet mobile center) accounts for about 10-15%，Similar data in China is still far away，And in recent years, the proportion of experiential business format reshuffling accounts for about 30%-50% every year，The main reason is uneven product supply，Lack of strong theme、IP and overall planning。

Based on the above information, you will find: 1、The stock and incremental market space for iterative upgrades of domestic shopping malls (commercial centers) are huge，Through effective operations，There is strong demand to increase the value of existing assets。Three and fourth tier cities should also be taken into consideration，Currently, these cities have a deferred effect on consumption compared with first- and second-tier cities，Consumption upgrade is obvious，The rise of youth consumption in small towns，Meaning urban consumption in the third and fourth tier sinking markets，For example, the evolution of commercial complexes，To IP、Themed entertainment、Demand for brand 188bet mobile business formats, etc.，It will also gradually rise；2、It is not easy to operate 188bet mobile business projects，Supply and update of products and operation service chain，Can’t keep up with the overall market demand。

Zhao Yang once revealed in an exclusive interview with Zhihui，At present, he has observed that the proportion of themed 188bet mobile formats in China’s domestic commercial shopping malls is very low，China’s shopping malls are the first generation of commercial real estate land acquisition behavior，Most of them still use the traditional leasing model。The biggest bottleneck that shopping centers currently encounter is the serious homogenization of business，Experience differentiation is a problem that needs to be solved，Consumers’ shopping scenarios have become diversified，The traditional offline shopping experience is far from meeting the needs of consumers，But offline space has an advantage that is incomparable and unsurpassable in online space - immersive experience，Therefore, more and more offline live 188bet mobile experience content appears in shopping malls，To meet consumers’ fragmented 188bet mobile experience needs。

He thinks，The reshuffle of many domestic experiential business formats stems from the quality content of the products，Most of them are gimmicks，Seeking short-term gains、Low-cost and low-quality community-based project，The biggest difference between foreign themed 188bet mobile formats or real-life 188bet mobile formats and traditional community-based projects is，The target customer groups covered are different，The quality is also different。Community-type project relies on core residential users 3-5 kilometers away from the shopping center，Once an old customer stops going there in the second year because they have lost their novelty，Users outside the area cannot enter，Unwilling to continue investing in improving content，Incapable of long-term operation，Resulting in a vicious cycle of constantly opening and closing stores and changing regions。Themed 188bet mobile projects，Especially real-life 188bet mobile indoor projects with strong IP，This is a one-day tour within 150 kilometers，At the same time focusing on tourists from all over the country，Bringing continuous customer flow to long-term operations。

Strong IPs such as Barbie™，Landed in more urban 188bet mobile spaces，There are also more possibilities。There is information displayed，Barbie pop-up store also appeared in Shanghai’s landmark Oriental Pearl Tower。

Oriental Pearl Barbie Pop-up Store

From 188bet mobile themed businesses such as Barbie™ Sweet House，Some of the implications we can draw are:

One，Creating experience in 188bet mobile scene theme space is the key，Cultural and commercial complex、The first factor in the leisure and entertainment (vacation) complex that allows consumers to make travel decisions is not to buy things，But don’t check in、Experience，Everyone is willing to come to this space or place first；

Part 2，After the consumer arrives，Can’t just check in，An experience format that is attractive enough、188bet mobile format allows them to stay longer、More spending money，And maintain 188bet mobile stickiness。This involves the construction and update of specific business formats；

Part 3，Branding、IP-based，Become a strong lifestyle symbol 188bet mobile minds of consumers。