The Mall Group

Editorial staff
Retail / Chinese New Year Celebration

The Mall Group Co, one of Thailand’s leading retail operators, will allocate 1.65 billion baht on promotional campaigns and activities to spur shopping spending this year.

Of the total budget, 300 million baht is spent in the first quarter of this year on its Chinese New Year campaign, Valentine’s and Olympic events. About 160 million baht alone will be spent to promote its campaign on Chinese New Year.

The group expects that this Chinese New Year will be a much livelier one and would see its growing sales to reach 3 billion baht from the campaign and expects a 20% increase of foot-traffic into the shopping centers. In addition, the Chinese New Year campaign will help boost its store sales partly in the first quarter of this year by 15% to 13.5 billion baht.

“With some fears from global economic uncertainties, war concern and huge spending during New Year festive, shopping spending in January is slightly hiccup and we hope that customers will resume their shopping in the up-coming Chinese New Year. We start to see more Chinese tourists and shoppers from Vietnam, Cambodia, Myanma and Malaysia at our shopping centers in the past two weeks,” Voralak Tulaphorn, the company’s chief marketing officer, said, adding that Chinese New Year is considered a significant spark that aligns with the government policy launched to open its doors with free visa between Thailand and China.

In the first trimester of this year, the retail business’s direction has great probability of higher growth, resulting from many positive factors, including the government’s effort to boost the economy through the campaign “Easy E-Receipt 2024”, a tax scheme aimed to stimulate domestic spending.

“Chinese New Year is the last curve to benefit from this effort, boosting spendings within the department store and shopping center to increase by over 20-30% . Furthermore, Chinese New Year is an important celebration for our target customer groups of Thai-Chinese families that values tradition, “she said

Therefore, The Mall Lifestore and The Mall Shopping Center will join hands with partners, Bangkok Bank Limited (Public) and Muang Thai Life Assurance Limited (Public), to present “The Mall Lifestore Chinese New Year 2024” campaign, to be held from 1-29 February 2024 at every The Mall Lifestore Shopping Center and Department Store, Emporium, EmQuartier, EmSphere, and Paragon Department Store.

Promotion and events will be created to fit with shopper profile in each location.

Other hi-light is the “Teng Hai Goose”, the king of goose from China for the first time this year. They can also enjoy many other menus from over 200 leading shops and restaurants with 1,000 menus to choose from in the shopping center.

Apart from Chinese New Year campaign, Ms Voralak said the company will put more focus on recruit new M Card members and Bangkok Bank M VISA credit cardholders to reach new generation shoppers. Now, there are 530,000 M Card members and expects to increase to 600,000 members this year.