Mall China presented its annual Golden Mall Awards on October 29. SM Xiamen was named an honoree in the Excellence in Membership Management category, cited for its fine-grained member operational approach to member loyalty.
Long-Termism: Building Service Foundations Across Generations
Winners are chosen annually from shopping centers nationwide against a rigorous framework that weighs end-to-end digital lifecycle operations and member-only engagement strategies.
SM Group's first commercial development in China, SM Xiamen has long stood as Xiamen's most-visited shopping destination — a position it has maintained through continuous property upgrades and phased expansion, staying true to SM's core philosophy of building lasting roots in every community it serves. Taking the same steady approach, the mall launched its loyalty platform in 2018 to lay the groundwork for community programming that connects with shoppers across generations.
Its program ranks among Xiamen's top performers for member retention and spending. In 2025, member sales reached nearly CNY 900 million—about 30% of total partner tenant sales—with an annual repurchased member rate of close to 60%. The program now counts more than 1.6 million members and has produced a proven model that is being scaled across SM China.
Digital Backbone: A Full Upgrade of Service Delivery
Built on a BI analytics platform and the intelligent marketing system (IMS), the program spans the full customer journey — acquisition, engagement, win-back, and lifetime value growth — lifting service standards at every touchpoint.
For new member acquisition, frictionless points tied to mobile payments and one-tap sign-up across the mall in the mall turn everyday traffic into members. Referral campaigns have rapidly grown SM's first-party audience; a single food-ranking campaign converted 73% of participants into members.
To keep members engaged, the "Million Members Campaign" builds stickiness with exclusive perks like bonus point multipliers, while shareable features such as the interactive "SM Million Dollar Bill" deepen members' sense of belonging. A dedicated member mini-program enables long-term, ongoing communication after a single sign-up, and now draws over 100,000 visits per day.
Precision operations cover nurturing, tier upgrades, reactivation, and repeat purchases. In 2025, SM Xiamen had 450,000 plus consuming members and over 650,000 active members, with an overall active rate of 50%—a clear reflection of operational efficiency.
Innovative Perks: On and Off the Mall Property
In the six years since launch, SM Xiamen has kept expanding its benefits and campaign formats, making points easy to earn and redeem while driving measurable gains in member loyalty.
On-site, beyond the basics — easy navigation, points redemption, gift rewards, and a VIP lounge — SM partners with more than 800 tenants on custom perks, hosting 55 member-only salons, seasonal events, and celebrity meet-and-greets in 2025 alone. Cross-industry tie-ups extend those benefits into daily life with metro tickets, hotel packages, fitness, and outdoor experiences.
On campaigns, beyond standing Member Day perks on the 8th of each month, SM folded its long-running "3-Day Sale" IP into its first bundled benefit product, the ¥99 Hi-Go Card, combining tenant discounts and exclusive perks on one card. A single two-week run in 2025 drove nearly CNY 2.5 million in incremental member spending.
For SM, strong loyalty operations are never about slicing audiences into narrow segments — they are about getting service right, down to the smallest detail. Going forward, SM Xiamen will keep customer experience at the center of every decision, making each visit easier and more rewarding.
