Aggressive competition among malls

Chamnarn Maytaprechakul, senior chief marketing officer for The Mall Group, said his company last Friday launched a Bt180-million campaign entitled "The Mall Happy Chinese New Year". It will run until next Wednesday at all branches of The Mall.

In addition, a "Lantern Festival" campaign also kicked off last Friday at both The Emporium and Siam Paragon shopping complexes and will run until February 8. Included are special discounts of up to 50 per cent and a lucky draw for a package tour to Beijing and other special prizes.

The Mall Group expects Bt4 billion in sales from the Chinese New Year campaign, up 10 per cent from last year's festival.

Siam Piwat is providing 50 fortune-tellers for its 14-day "Chinese New Year Mega Fortune" campaign that ends on February 1. The company expects it to hike visitor numbers more than 20 per cent.

To celebrate two of the most joyful times of the year, The Emporium has kicked off its a month-long "Emporium Fabulous Red Chinese New Year and Valentine's Day" campaign, which runs until February 15. Shoppers can find glamorous with new clothes and impressive decorations for Chinese New Year. A range of selected items considered to be tokens of prosperity for each of the 12 star signs will also be on offer, as well as exclusive discounts of up to 70 per cent.

The Emporium is offering several promotions this season. For each Bt10,000 spent, customers will receive an ang pao point to collect for redemption of prizes worth a combined Bt1.1 million, including luxurious packages for five-star hotels like the Ravindra Beach Resort and Spa in Jomtien, the Muang Samui Spa Resort and Casa Del Mare in Hua Hin; gift vouchers from Apex Profound Beauty; sunglasses from Oakley; and gift vouchers and premiums from Salon de BKK and Crabtree & Evelyn.

Central Pattana will spend Bt80 million, Central Department Store Bt150 million and SuperSports Bt50 million on a joint promotion. They expect to achieve Bt2.5 billion in sales from its "Central Plaza and Central Festival the Great Chinese New Year 2009" campaign from yesterday until March 1 at all Central Plaza branches and Central Festival Pattaya Beach. With each purchase of 1,000 baht, shoppers can participate in a lucky draw, the first prize being a single-detached house in the KC Natural residential project in the Ramkhamhaeng area of Bangkok.

Piyawan Leelasompop, vice president for marketing at Central Department Store, said his company's Bt150-million budget would be used for both its "Central Chinese New Year 2009" campaign and an "End of Season" promotion offering special discounts of up to 70 per cent. The campaigns will be promoted in its 1.8-million-member The One Card loyalty programme, and the company expects a 5-per-cent boost in sales to Bt2.5 billion.

Phattaraporn Phenpraphat, vice president for marketing and corporate communications at Central Food Retail, operator of Central Food Hall, Tops Market, Tops Supermarket and Tops Daily, said her company would spend Bt25 million on its Chinese New Year campaign being held from today until February 24. Sales are expected to increase 5-8 per cent.

Jungceylon shopping complex on Phuket's Patong Beach has joined with the Tourism Authority of Thailand to organise the "Jungceylon Happy Cash Cow Year" from next Monday until February 1, featuring special cultural performances from China.

Jungceylon will spend Bt4 million on decorations to foster a festive Chinese New Year atmosphere. The campaign is expected to attract 30 per cent more visitors from the normal 30,000 and 40,000 a day.

Future Park Rangsit has organised "Future Park Chinese New Year" in cooperation with major retail anchors Central Department Store, Robinson Department Store, Big C Supercentre and HomePro, with special discounts of up to 80 per cent.