In September, social distancing laws in Hong Kong were loosened and the trend of “Revenge Consumption” emerged. The trend sparked a shopping spree in the city as malls rebounded by 35% in the second quarter, showing a remarkable recovery.

Here are a few more of our observations regarding post-social-distancing shopping sprees. 

Challenges for marketing and public relations professionals 
The marketing and public relations departments of many shopping malls are working hard in the hopes of seizing the business opportunity of "Revenge Consumption". When they plan a promotion, they need to invest a lot of time and effort to collect data, including analyzing competitors and understanding the promotional strategies used by other shopping malls. This is done with the aim of:
1. Avoiding using the same or similar themes and designs
2. Knowing which themes and designs are more attractive to target customers
3. Knowing which artists/KOLs are more likely to drive online discussions for the mall
During and after the publicity plan, marketing and public relations professionals hope to have a deeper understanding of the market’s response. This includes comparing the public's feedback and feelings on the promotion during the same period to provide references for future public relations and promotion strategies. However, the big data providers on the market are not all good, and the data sources and data volumes are not comprehensive enough to always provide valuable insights. 

Wisers developed WisersAnalytics by using its advantages and unique position in the market
WisersAnalytics, developed by Wisers, is based on more than 20 years of Chinese all-media big data services and semantic resources, combined with industry-leading AI technology and AIDA analysis model. It has successfully provided analysis services for multiple industries and experienced professional analysis teams as it understands the data analysis requirements of different industries and provides accurate and indicative results.
WisersAnalytics covers e-commerce (including sales and feedback data), print media (such as newspaper or magazine data), online and social media, TV, broadcast media and other platforms in Mainland China, Taiwan, Hong Kong and Macau. Through these channels, WisersAnalytics can assist shopping malls in all aspects and help marketing and public relations professionals solve the aforementioned problems.

Assisting marketing and public relations professionals with big data technology
In August 2020, a shopping mall in Hong Kong used WisersAnalytics to perform the following network big data analysis to obtain more accurate results in a shorter timeframe and with less time and effort. The goal was to analyze current performance and prepare for future promotions.

1. Regarding the client’s shopping mall and its competitors, WisersAnalytics helped analyze netizens’ hot discussions, interactions, emotions, and estimate the advertisement value of different shopping malls. Also, we helped conduct in-depth analyses of brands, competitors, consumers, and publicity effectiveness to understand which promotion theme, artists/KOLs attract target customers more effectively. This can quickly help identify business opportunities and formulate corresponding marketing and public relations strategies. 

Image 1: The online discussion ranking of Hong Kong shopping malls in August

Image 2: The media performance of a shopping mall in Hong Kong in August

Image 3: The media performance of a shopping mall in Mainland China in August

2. Track the performance of the mall’s promotional strategy on various platforms such as print media, TV, and radio, as well as the spread of posts. The experienced Wisers analysis team will then provide summaries, insights and suggestions for marketing and to give public relations professionals an in-depth understanding of the performance of the promotion.

Image 4: Print and online media performance of a shopping mall’s promotional activities in August