Nationwide Sleepless Shopping Festival O2O Campaign
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| Sleepless Shopping Festival |
K11 launched the online to offline campaign "Sleepless Shopping Festival" in China during the weekend of 7 to 9 August to leverage on the much-awaited "8.8 Shopping Festival". The campaign featured a series of creative and multifaceted activities, from concerts, markets, art, crafts, cultural forums to car shows. To take K11's digitalisation and omnichannel operational strategies to the next level, as well as to promote online to offline (O2O) integration, K11 launched the nationwide K11 GO Mini Program during the "8.8 Shopping Festival" to conduct an unprecedented 14-hour live broadcast that integrated both physical shops with live streaming. This allowed customers to experience art and cultural activities at home and encourage "instant shopping".
The "K11 Sleepless Shopping Festival" campaign was an unprecedented success with total sales increased four-fold year-on-year and customer traffic up 40%, successfully revitalising consumer spending amid COVID-19 and supporting economic recovery efforts across provinces.
In addition to the surge in sales and traffic, the spending of members of KLUB 11 Black Card, the highest membership tier of K11, increased ten-fold. The overall upward trend and increasing footfall have also been a driving force for New World China Land's real estate sales and Chow Tai Fook's jewelry sales, benefiting the entire group's ecosystem.
Highlights of K11's "Sleepless Shopping Festival" included:
Guangzhou K11 x TME live's blockbuster cloud music festival "Born to Love Rock and Roll" lights up the city
Themed "Born to Play", Guangzhou K11 organised two major events, including the outdoor "MINI Car Trunk Market" and the indoor "Natural Fun Amusement Park", as well as a retro-arcade games arena, which offered everyone an opportunity to catch up on their long-lost social life. Another highlight was the K11 x TME live "Born to Love Rock and Roll" concert on the evening of 8 August, featuring Wutiaoren, VAVA, Roada Xu, Joyce Chu, and Joyside, who performed at the K11 ATELIER Sky Lobby and live-streamed their performances, allowing the public to enjoy a special rock and roll concert.
Shanghai K11 invited famous artists, including Shuhei Aoyama, Li Xiaochuan and Ma Junfeng, for an unforgettable cultural exchange
The most eye-catching event in Shanghai was the master class from the K11 Architecture Festival: The Resurgence of Wooden Architecture exhibition. This master class was jointly presented by Shanghai K11 and ADStyle, where Japanese architect Shuhei Aoyama was a keynote speaker who shared his understanding of wooden structures. In addition, the jazz performance by Chinese jazz trumpet player and composer Li Xiaochuan and director Ma Junfeng impressed the audience. An aerial art party was also held for the Porsche Club China in Shanghai, where four generations of Porsche 911 race cars were brought together for the event, with the dynamic rhythm of 44KW electronic music blasting in the background. In addition to various professional art events, Shanghai K11 also cooperated with an international school to hold a concert in the name of love to support charities and raise awareness of health and well-being.
Shenyang K11 Group's ecosystem unites; musiK11 presented "Night Music Festival"
Shenyang K11 leveraged the resources of the New World Group ecosystem to provide customers with a perfect "eat, drink, play, live" experience. New World China Land unveiled four highly sought-after apartment categories at midnight; the Lawn Academy joined hands with the French consulate to play a selection of French movies on a giant screen at the creative market at Dapeng Plaza. The North Plaza brought together seven of the most distinctive bands in the city to create the musiK11 Festival summer concert, and gathered national e-sports players from all over the city to compete for the "CEST" city champion prize.
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