What is Sales and Marketing Strategy of Dalian Wanda Group Co Ltd. Company?

Wanda Plazas (over 450+ by end-2024) generate lease income, shared promotions with anchors and experiential traffic from cinemas, kids zones and F&B streets; stabilized occupancy in many tier-2/3 markets typically exceeds 95%.

Wanda Cinemas monetizes box office, concessions and memberships; studio-marketing integration increases cross-channel conversion and supports film distribution synergies across plaza ecosystems.

The Wanda app and WeChat mini-programs support membership, coupons, parking and events with over 100 million aggregate members tracked industry-wide, lifting tenant sales by 5–12% during themed festivals.

Leasing teams secure multi-year deals with national anchors (supermarkets, fast fashion, cinema chains), stabilizing occupancy and co-funding major promotional campaigns and events.

Framed as a weekly destination, Wanda sells an experience: cinema, kids play, F&B and retail under one roof that targets families and young professionals seeking accessible leisure and savings.

Brand visuals use bold red and blue accents, clear wayfinding and lively event theming; tone is welcoming and event-led, promising fresh reasons to visit weekly.

Scale of mall network, entertainment anchors (IMAX cinemas, kids parks) and programmatic events drive higher footfall and occupancy versus premium-focused competitors and fashion-led centres.

Awards from domestic commercial real estate bodies for operational excellence and community activation support consistent execution of the Wanda Group business strategy.

Objective: maximize footfall and tenant sales during Chinese New Year, 6.18 and Golden Week via synchronized themed décor, red-envelope coupon stacks and KOL live tours across multiple cities using WeChat mini-programs, Douyin live, OOH and in-mall performances; many plazas reported 10–25% y/y sales lifts on peak days with coupon redemption rates over 20% for targeted cohorts.

Objective: convert blockbuster launches into plaza-wide spend through premiere nights, cast appearances, cosplay parades and F&B combos redeemable with tickets via Wanda Cinemas app, Weibo fandoms and short video; reported uplift in F&B/entertainment sales of 8–15% on opening weekends and higher membership sign-ups.

Objective: attract families and drive multi-store baskets with Peppa Pig, PAW Patrol and domestic IP stage shows, meet-and-greets and stamp-collection trails promoted via mom-KOLs, Xiaohongshu and community groups; dwell time extended 20–30 minutes and children’s apparel/toy categories saw double-digit sales spikes.

Objective: achieve top-of-mind in new catchments within 90 days using pre-opening virtual tours, early-bird parking/member perks and exclusive soft openings via hyperlocal OOH, Douyin city accounts and WeChat groups; first-month footfall often exceeded 1–1.5 million visits depending on city tier and early tenant targets were met or exceeded.

Objective: maintain consumer trust and tenant confidence after 2023 restructuring headlines through 'Business as usual' campaigns highlighting stable operations, tenant success stories and festival calendars on corporate WeChat, local media and stakeholder briefings; outcome: sustained occupancy and event cadence with minimized perception drag.

Success drivers across campaigns included data-driven slotting by demographic cluster, coordinated tenant bundles and cross-tenant packages which outperformed single-category discounts; these tactics support Dalian Wanda Group sales strategy and Wanda Group omnichannel sales approach for malls and cinemas.