Malls in Crisis Mode: China’s Quirky Contests as a Desperate Attempt to Stay Relevant

China’s malls are turning to creative contests to draw shoppers back into physical stores, where sales have slowed due to the rise of online shopping. Events such as garlic peeling competitions and slipper-flying tournaments aim to create a fun atmosphere that encourages visitors to stay longer and engage in food and social activities.

These events often feature unusual contests, including shelling melon seeds, twisting screws into boards, and planting rice seedlings in mock paddy fields. While the impact on sales is mixed, malls seem determined to offer unique experiences that online shopping cannot provide. By doing so, they hope to transform themselves from mere retail spaces into vibrant community hubs.

The trend reflects a broader shift in consumer behavior in China, where brick-and-mortar retailers are struggling to adapt to the digital age. As e-commerce continues to gain ground, with over 26% of consumer goods sold online by 2025, malls are forced to think creatively to stay relevant.

Shopping centers in cities like Ningbo and Xi’an have been hosting these quirky events, with some malls reporting increased foot traffic but unclear results on sales growth. The Chinese government’s recent guidelines aimed at transforming physical retail spaces into immersive experiences may have contributed to this trend, encouraging malls to offer more than just products.

The success of these contests will depend on their ability to create lasting connections between malls and consumers. Can they transform themselves into vibrant community hubs that offer more than just retail experiences? Shop assistants at bubble tea stores report increased business since the contests began, but others in cosmetics shops say sales haven’t budged significantly.

Ming Yii Lai, a senior consultant at Daxue Consulting, notes that “malls are seeking out new ways to stay relevant as people shop more online.” Ultimately, malls must evolve to stay relevant in an increasingly digital landscape. By embracing creative tactics like quirky contests, they’re acknowledging that just selling products is no longer enough.

The popularity of online shopping continues to grow, and China’s malls are in crisis mode – desperately seeking ways to stay relevant. These quirky contests may be their best hope yet, but only time will tell if they can create lasting connections with consumers.