SM China bagged 2023 CCFA Golden Lily Award for
Best Practice of Marketing Innovation for "Remote Mountain Bazaar @SM Xiamen", an
innovative attempt to promote the commercialization of Chinese ethnic
minorities culture, at 2023 CCFA Shopping Center & Chain Brands Development
Summit held on June 29.
In March 2023, SM Xiamen joined hands with Eve
China Handcraftsmanship to invite a group of minority women who lived in southwestern
mountainous areas of China and were skilled at embroidery to bring the Chinese
national folk handicrafts IP "Remote Mountain Bazaar" to Xiamen City, a southeastern
coastal city of Fujian Province for the first time. The cultural interlock between
mountain and sea then made SM Xiamen a ethnic culture wonderland and adventure
for its visitors. Meanwhile, SM gathered "she power" through representative images
and characters of women growing in the mountains and by the seas to knock the
culture behind them into one thus to create more transformative shopping
experience with warmth.
Focusing on the elements of embroidery and tie-dyeing
textiles technique, SM created social scenes that combined aesthetic and
experience by building up a sun field for tie-dyeing at the atrium of SM Xiamen
Lifestyle Center and decorating its skywalk connecting SM City Xiamen and SM
Xiamen Phase III as a gallery for embroidery patterns. Besides, workshops like tie-dyeing,
rouge making and woodblock printing in ancient method were deeply integrated
with special fashion and dining brands in the mall. The pop-up store of
embroidery products was also opened to present the details of these textiles
and support poverty liberation to a certain extent, achieving sales revenue of
over 110 thousand yuan.
The campaign which amalgamated culture, coastal
cities and consumers with commerce, mountain villages and public welfare attracted
numerous attentions from various sectors including but not limited to customers
and media. The foot traffic at SM Xiamen reached over 2.6 million, with an
increase by 86% YoY during the event. Fifteen mainstream media such as Xinhua
News and Xiamen Daily tracked over the event with a total exposure of nearly 7
Mall projects led by SM China also took part in the co-leasing fair of this Summit, deepening communications and connections with numerous industries and brands and exploring partnership opportunities.
Online application for brands and tenants who have intention to
join SM Supermalls are available from the link (https://www.smsupermalls.cn/join.aspx)
or the official WeChat account of China malls located in different cities.