Talk of Asian Marketing Show 28 Conspicuous Consumption at the Mall
Channel: Chinese Consumer Connection
Date: 26/03/2011

Chinese Consumer Connection
More Chinese Consumer Research at http://ccc.qbook.tv

American shopping malls have spread around the world, but in Asia, the Japanese department store model is dominant. Malls have succeeded in attracting a young market segment, but have been unable to dislodge the night markets as the preferred location for spending money. Rather than buying many things, the tweens coming to the mall are often on dates, going to a movie, or traveling with classmates and showing off some sophistication. Mall owners appear to lack a clear positioning strategy, which makes the locations dependent on promotional events and movie blockbusters.

Tiger City is one of numerous attempts (Dream mall is the biggest on Taiwan) to import the Western mall model. These formats have not taken off, but they do attract a strong number of young people. Conspicuous consumption is paramount as groups of young people shop and buy products that are all a bit expensive. Working House is a perfect example of the upscale look these malls would like to have, with a large amount of New Age visuals and Ikea aesthetic.

The mall is a great contrast with the night market—another place young consumers often visit. Clyde, Stephen, and James visit Tiger City in this show and cover some of the special marketing features of a mall format in a Chinese setting. Clyde has a guided tour through Tiger City using ConsumerCam 2.