An art installation titled "Ah Li's Secret Garden" intrigues a pair of shoppers at Taikoo Li in Sanlitun, Chaoyang district. Photo: Li Hao/GT

 

Take a stroll around Beijing's malls any time of the year and you'll find them competing with each other to lure shoppers through their doors with fancy storefronts, dramatic lighting, pulsating music and colorful props. Ahead of Spring Festival, one of the busiest periods on the retail calendar, malls are stepping up their gimmicks for the upcoming Year of the Horse in the hope shoppers will gallop to the checkout.

Xiang Qing, a manager at an insurance company, was recently shopping at commercial hub Xidan for clothes when the storefront at boutique department store Galeries Lafayette caught her eye. There weren't any of the traditional decorations flaunting the Spring Festival spirit, such as lanterns or paper cuttings. Instead the storefront was lined with Uglydolls, a brand of plush toys.

"I like to shop at brick-and-mortar stores rather than online to get a feel of what I want to buy. The vibrant styles of different department stores offer me a temporary escape from the fast pace of life. I enjoy soaking in the ingenuity of diverse seasonal decorations wherever I shop," said Xiang.

Suspended Uglydolls dangle at Galeries Lafayette. Photo: Li Hao/GT

 

Window dressing with style

Many of Beijing's most popular malls have their own distinct attractions to lure shoppers. The Place in the central business district has a massive LED sky screen, Joy City in Xidan is home to the world's longest escalator and Taikoo Li in Sanlitun has a fountain area that swarms with children cooling off in summer.

Since its October 18 launch last year, Galeries Lafayette on Financial Street in Xicheng district has relied on its exclusive stock of French products as a unique selling point. But the mall's marketing and public relations manager Li You said it has also sought to win over shoppers with its aesthetic appeal.

"It's important to have a unique style to stand out from your competitors. We have both permanent and seasonal stalls that aim to cater to consumers' ever-changing tastes," said Li. "Aside from holidays, we update our decorations every six to eight weeks. We recently started cooperating with Uglydolls to target youngsters. We believe [the dolls] echo our style of youth and vigor."

To get into the festive spirit, the Uglydolls are not only dressed in red but are also displayed along with plush horse toys in storefronts at Galeries Lafayette. "Although red is a conventional color representing auspiciousness and luck, we want to give it a more specific and modern meaning [through the dolls]. We aim to provide shoppers with a happy, festive and humorous ambiance," Li explained.

Despite being a relative newcomer to Beijing's retail scene, Li said strong sales indicate the mall's decorations are winning over shoppers. "We are satisfied with our performance so far, especially given the growing number of shoppers we are attracting. From a long-term perspective, we plan to keep our current style to ensure strong sales," said Li.

A girl poses for a photo in front of an artificial cherry blossom tree at Parkview Green. Photo: Li Hao/GT

 

Lighting up shoppers' experience

Since opening in 2007, the Solana Lifestyle Shopping Park in Chaoyang district has built its following of shoppers with its flagship annual events the Beer Festival in May and the Shining Lights Festival from December to February.

Lampson Lam, Solana's general manager, said sales typically peak around December when people flock to the mall for the Shining Lights Festival and Christmas shopping.

"We came up with the idea [for the Shining Lights Festival] because our trees in the central plaza looked so barren during winter without their leaves. Decorating them with lights helps create a dream-like atmosphere," he said.

When it comes to malls, Lam pointed out that size matters. Solana has dozens of retail stores and restaurants to complement its lively bar and club strip. Its airy ambience offers a refreshing change from the hordes of shoppers who descend on Xidan, he said.

"Solana stands out from other malls with its large outdoor space, which allows us to erect more installation artworks," Lam said. "Intense competition means mall owners in Beijing must constantly come up with innovative ideas. Besides our outdoor decorations, we also keep a close watch on sales and service quality."

Solana's stores are required to comply with themes of seasonal decorations, said Lam. Although this might stifle individuality, retailers aren't expected to foot the bill for outdoor decorations. 

"We get involved in both interior design and window displays of each store to make sure it is consistent with the overall theme," said Lam.

Lam hinted Valentine's Day next month will mark the mall's next marketing campaign to woo shoppers, but was tight-lipped about specific promotions and decorations. "I'd rather keep it a secret just for now," he said.

Children ride rocking horses at Beijing amp in Wangfujing. Photo: Li Hao/GT

 

Injecting artistic flair

Parkview Green in Chaoyang district is best known from the outside for its unusual yet eco-friendly glass pyramid design and on the inside for its hundreds of artworks.

"Some customers are attracted here by the mall's reputation as a unique scenic spot. Our artworks help boost shopper numbers and sales," said Chen Jianwei, public relations manager for the Hong Kong Parkview Group, the property developer that owns the mall.

To further flex its artistic muscles, Parkview Green opened a gallery on April 13 last year at the 798 Art Zone.

Ahead of Spring Festival, the mall's decor has been taken over by cherry blossom-themed decorations. Local artist Xia Hang was commissioned by the mall to design a series of cherry blossom horses that will serve as the ground floor's centerpiece.

Furthermore, shoppers will be invited to write their New Year wishes on paper to be hung from an artificial cherry blossom tree inside the mall.

Parkview Green's decorations vary throughout the year depending on festivals, including Spring Festival, Christmas and the mall's anniversaries.

"For example, over the Christmas period we had a Wintertime Playground, giant decorated Christmas tree, rocking horses and a massive crystal ball," Chen said. 

The mall prides itself on being an exclusive shopping destination, which was demonstrated on September 14 last year when a VIP party was held to celebrate its first anniversary.

"We invited Cirque du Soleil and DJs to perform. It was our way of showing shoppers our respect for them," said Chen. "All in all, our top priority is attracting more shoppers and providing them with a sensual shopping experience."

Limits of luxury

For young shoppers like Xiang, visiting high-end department stores like Parkview Green is primarily about the sensory experience rather than strictly bagging bargains.

"I like the elegant ambiance inside [Parkview Green]. However, the artworks create a buffer between me and my surroundings. They make me feel that products in stores are to be appreciated rather than bought," Xiang said.

From a value-for-money standpoint, Xiang said shopping at more affordable malls will remain the more practical option for her.

"I think the environment at Parkview Green merely satisfies the vanities of the wealthy. Most products aren't affordable there for regular shoppers," she said. "Nevertheless, it is still good for shoppers to have more choices that offer diverse and compelling shopping experiences."