Analyzing “The Mall” Strategy: Navigating the Challenges of Q4 2026 Amid Economic Instability and Lack of Government Support

The year 2026 has only recently opened, but the vital signs of the global and Thai economies seem to be faltering. For marketers and retail business people The first quarter of this year is considered a difficult problem that challenges management ability greatly.

Woralak Tulaporn Chief Executive Officer, Marketing Group The Mall Group Company Limited Projecting a picture to show tired of the first quarter of this year clearly Especially when looking at the overall world economy which is highly volatile. Both the gold price that goes up and down for no reason, Bitcoin, and the stock market that goes down together, these 3 indices usually don't go in the same direction. But at this moment there is uncertainty all over the world.

This does not include the issue of Geopolitics, where the world's power poles are clearly divided into China, the United States, and Europe, while Asia still does not have a clear role on the world stage like Davos, causing the business direction to be in a state of turmoil. Dilemma It hurts to choose a side. It's difficult to be in the middle.

When there is no dope from the government Retailers must rely on their own strength.

Negative factors that directly affect Thai retail stores are purchasing power and government policy. If we go back to the Chinese New Year of 2025, we have the Shop Dee Mee Back project. and the Chinese New Year period which is at the end of January. This creates enormous spending momentum, but in 2026 we have no economic stimulus measures. or any tax deduction, coupled with the strong and fluctuating baht value This clearly causes consumers to be careful in spending.

Consumer behavior is changing rapidly on a daily basis due to the advent of AI and Data, making long-term business plans of 3-5 years almost ineffective. Must be adjusted quarterly or monthly.

JOY LUCK LOVE uses the “Fire Horse” strategy to soar against the economy.

Even if the macro factors are not favorable But Chinese New Year is still the number 2 Mega Event of The Mall Group, after various festivals in this year of the Fire Horse. The Mall has therefore invested a budget of over 240 million baht to develop the campaign. THE MALL LIFESTORE JOY LUCK LOVE CHINESE NEW YEAR 2026 It is estimated that 4,200 million baht will be raised throughout the 35-day campaign through three main strategies designed to close economic weaknesses and emphasize Emotional Value as the main focus.

1. JOY: that join forces across borders Because in the days when purchasing power in the country was fragile Drawing money from tourists and global partners is the way to go. This year, The Mall joins hands with giant platforms from China, including Alipay, WeChat Pay, Trip.com, and iQIYI. An important highlight is the Co-Branded Experience with iQIYI that brings the famous Chinese series “How Dare You” to simulate the atmosphere The Mall Life Store Bangkapi creates an immersive experience for fans of the series to follow in their footsteps. which accurately draws traffic from Gen Z and fans of Chinese series
2. LUCK: With tangible faith When the economy is bad Saimu is the most powerful spiritual refuge. The Mall chose to play with the Cultural Trust by inviting Guan Yu 3 poses From the Guan Yu Shrine, Khlong San, which is more than 200 years old, enshrined at The Mall Life Store Ngamwongwan, including the collection of more than 3,000 auspicious food menus and Michelin Guide level restaurants in one place. To answer behavioral questions “Payday, Worship Day, Travel Day” for Thai-Chinese people
3. LOVE: With the power of love and Fandom. What's special this year is that the Chinese New Year festival overlaps with Valentine's Day. The Mall therefore uses this moment to combine the power of love with the power of Fandom Marketing by bringing in trending YA couples like “Tle – First One”, “Moss-Bank” and “Pond Narawit” came to join the Meet & Greet activity.

This strategy reflects that. The Mall no longer looks only at traditional family groups. But it is tapping into the community of the new generation who have high purchasing power and are ready to pay for the artists they love. Even in tough economic times

Adapt to organizing large and accurate events.

The most interesting thing from this lesson learned It is a change in the way of thinking about organizing events. Woralak stated that this year we will not focus on the number of events as large as before, but will focus on the impact of each event to be bigger and more relevant to the target group. “From the beginning, there might have been 10 small events, they will be condensed into only 3 big events that can really create a ripple effect. to manage costs with maximum efficiency amidst uncertainty.”

It also catches the trend. Wellness & Longevity that is hot By bringing hospitals and health screening services into the mall, including the market. Second-hand that grows against the economic trend It reflects the adjustment of department stores to being more than just places to shop. But it is truly an area of ​​Lifestyle and health.

Thumbsup Consider that the movement of The Mall The group in Chinese New Year 2026 reflects the reality of the Thai economy very well. When there is no support from the government sector The private sector must use every step. Both relying on Global Platform partners and using the power of faith and the power of fans to stimulate sales

The big challenge this year is not just drawing people into the mall. Because the number of people walking may not have dropped much. But the real challenge is how to create spending in an environment where everyone is tightening their belts. Adjusting real-time plans on a quarterly basis and letting go of past successes. These are important skills that marketers must have to survive in the Year of the Fire Horse. that the fire may spread to us at any time if we are careless

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