𝗦𝗵𝗼𝗽𝗽𝗶𝗻𝗴 𝗺𝗮𝗹𝗹 = 𝗦𝗵𝗼𝗽𝗽𝗶𝗻𝗴 + 𝗗𝗶𝗻𝗶𝗻𝗴?

Of course not. In China, whether a mall is "fun" and has "heat" also depends on how well it hosts its "check-in" activities.

A few days ago, I passed by the Galeries Lafayette mall in Pudong, Shanghai, and was attracted by a splash of yellow on a cloudy day. It was an interactive theme setting named "L+Lemon（秋天，柠好）" Besides a few enormous inflatable lemon balloons, the most eye-catching were the 7 or 8 swings. When I arrived, they were already filled with people—kids, young adults, and even some aunties. I waited for a little while and then sat down on a vacant swing. Swinging, taking photos, and posting them on social media, after I skillfully completed this series of actions, there were people lining up again.

On my way back, I searched for this event on Xiaohongshu (Little Red Book), and sure enough, some people had already shared their check-in photos, with likes ranging from dozens to over 100.

What is Check-in Activities

It's the act of sharing one's location or the activities they're participating in on social media platforms like WeChat and Xiaohongshu.

Why is it Important in China?

From the consumer's perspective, check-in notes = Diary+Review+Self-expression. Check-in spots provide an excellent opportunity to showcase oneself.

From the mall's perspective, besides having a good location and quality brands, it's crucial to offer something fresh in a competitive environment. A well-designed, interactive check-in spot can increase a brand's organic traffic on social media, helping the mall attract new customers and bring back regulars.

However, in China

Chinese consumers are becoming increasingly savvy. They know how to tell if you're putting in effort or slacking off. So, in today's world where check-in activities have become a standard practice for offline retail stores, it's especially important to deeply integrate check-in spots with brand positioning, making them creative and highly interactive.

Yes, this game isn't simple to play, but mastering it is our job.