The 5G Transformation of Traditional Shopping Centers

Intelligent Marketing in the Age of 5G

Qu Cheng

Tsinghua University Press

September 2021

69.00 （CNY）

This book details theories， strategies， and methods related to intelligent marketing and is a rare practical book with content and views ahead of the times. It is not only a good read for entrepreneurs and managers who wish to start or are already developing companies， but it may also serve as one of the essential tools for marketers to improve their competency.

Qu Cheng

Qu Cheng is the founder， chairman， and CEO of Netconcepts， the distinguished professor of Internet Marketing and Management postgraduate program at Beihang University， a distinguished expert and diamond lecturer at Baidu， and founder of “China SEO Ranking Award.” He has also been awarded the following accolades： “2011 China Times Top Ten Outstanding Achievers” by the Association of China Economic Press， “China’s Outstanding Innovation Entrepreneur of 2018” by Market Observer Magazine， “Top Ten Emerging Figures in China’s E-Commerce Industry in 2013” by the China Electronic Commerce Association， and “Digital Marketing Influencer of the Year 2019” by the China Advertising Association of Commerce.

Are you finding it hard to tap into users’ needs in shopping centers as a marketer？ Are you wondering about how you should place the ads？ Are you frustrated by the declining sales performance？ As a shopping center manager， do you wish you could enhance management through digital means， improve the user and business experience， and thus highlight the competitive advantages of your shopping center？

Users， companies， and shopping center managers are often dissatisfied with shopping centers to a certain extent， but with the advent of the 5G era， such dissatisfaction will change.

In May 2019， the world’s first “5G+ Five Star Shopping Center” was officially launched in Lujiazui Center L+MALL， Shanghai. 5G technology has helped transform this mall into one of the top shopping， leisure， and entertainment destinations. Through its digital transformation， L+MALL has not only improved users’ shopping experience and enhanced the mall’s operational efficiency， but also got rid of the problematic situation of profitability and gained more economic benefits increasingly.

L+MALL can provide users with premium leisure experiences brought by 5G， such as the experience of high-definition video calls with 5G smartphones and services such as shopping guides and destination guidance provided by 5G intelligent robots. Of course， 5G can also provide more quality services such as accurate navigation and user trend analysis for the companies in L+MALL.

In transforming traditional shopping centers， 5G can enhance the capacity and efficiency of the management staff. Based on technologies such as 5G， big data， and artificial intelligence， managers may grasp the distribution of users in real-time while also fulfilling tasks concerning safety and security， vehicle management， store leasing， and advertising more efficiently.

In short， shopping centers can be optimized when combined with 5G technology. Firstly， the application of 5G can offer users a better shopping experience; secondly， 5G allows each store to upload data to the cloud device for unified and centralized management; finally， managers may better manage commercial layout and customer flow.

The value of 5G has now been recognized from “5G+ railway stations” to “5G+ hotels” and “5G+ shopping centers”. Considering that the impact of e-commerce platforms on shopping centers is becoming increasingly evident， shopping centers must deliver a unique shopping experience to users to gain a foothold on the competition.