From June 17 to June 19, 2019 ICSC RECon China Conference was held in Chengdu by ICSC -- world’s largest professional commercial real estate organization. During which, SM China Little Free Library was awarded “2019 ICSC China Shopping Center Silver Award for Marketing Excellence – Corporate Social Responsibility” for its systemized and innovative approaches to fulfill social responsibilities, which is highly praised by domestic and international industries, organizations, communities.
Ms. Vivian Chen, Senior Assistant Vice President – Marketing for SM China received the award on behalf of SM China.
SM China’s new win of ICSC China Silver Award
ICSC China Shopping Center Awards recognizes great performance and innovations of shopping centers in marketing, design& development, and new retails. More than 130 entries competing for the awards, after preliminary judge, 60 had made into the finalists and under the prudent consideration and professional judge.
Ms. Vivian Chen (second from the left), Senior Assistant Vice President – Marketing for SM China received the award on behalf of SM China.
To upgrade and take SM Children’s Book Reading Day event into a further stage, SM specially introduced well-known international non-profit organization – Little Free Library in 2018 and set 8 of them in all SM China malls, making it the only permanent event that promoting children’s reading in China’s shopping malls.
Little Free Library is an international non-profit organization that has great world-wide influence in more than 90 countries with abundant experience in managing these libraries, partnering with strong partner like Little Free Library shows SM’s strength, efforts and dedications in promoting the idea of reading and sharing.
SM China Little Free Library with the Shape of Sea Stars
By providing 160 sqm commercial space for the project, SM China Little Free Library is now the largest LFL program in China, unlike any other Little Free Libraries in the world, SM also upgrades the traditional looks and shapes of Little Free Library, adding fun and stylish design into them, like sea stars, bus, fish and elephants, which make the libraries more fashionable for children; additionally, SM gathers the power such as employees, tenants, communities and government to extend the influence and call for more attention as well as donations, SM also invites famous teachers and educating professionals regularly to guide children and their families to read and share.
SM China Little Free Library Book-reading Sharing
Reading in SM China Little Free Library
For nearly 1 year, SM China Little Free Library has received more than 270,000 visitors and 176,400 book donations. Total 98 media covered the launching of SM China Little Free Library with 57 of them are national level media, media like Xinhua News Agency, China News Agency and CRI, Fujian Daily, etc. To praise the effort of SM in promoting children’s reading, Little Free Library presented award of Reading and Community Engaging to SM China.
Reading and Community Engaging Award by Little Free Library Official
On June 18th, Ms. Vivian Chen, Senior Assistant Vice President – Marketing for SM China, was invited to the conference to share her views on the trends of marketing. With the experience on winning 4 ICSC gold awards and 2 ICSC silver awards, Ms. Vivian explained her opinions on digital marketing, PR and how to fulfill corporate social responsibility, she pointed it out that marketing should always expresses and suits the emotional needs of customers for we are now undergoing the upgrading of both consumption and technology, commercial spaces should also be places for enjoy lives.
Ms. Vivian Chen（second from the left）, SAVP-Marketing for SM China Spoke on 2019 ICSC RECon China
ICSC (International Council of Shopping Centers)
Founded in 1957, ICSC now is world’s biggest professional business association of retail and real estate industry. It hosts 300 exhibitions annually which invite more than 120 thousand experts and professionals to attend.
ICSC now has more than 70 thousand members including shopping center owners, developers, operators, market experts, investors, tenants, retailors, academic institutions and governments from more than 100 countries. As an international council of shopping center industry, ICSC connects more than 25 countries and regional shopping center committees.