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Xinhua Department Store Operation Adjustment Four Shop Positioning

2008/4/28 17:20:00 19

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Xinhua Department Store Operation Adjusted Four Stores Positioning.

With the announcement of the company's quarterly results, the positioning adjustment of the four main stores of Xinhua Department store has entered a critical period, especially the 1-5 floor of the oldest store has entered a critical period of overall renovation and brand renewal, and will bring more than 40 new high-end brands into the Ningxia market for the first time.

Zhang Fengqin, vice chairman and deputy general manager of the company, said that the main store of Xinhua Department store will further strengthen its leading role in the Yinchuan market and ensure steady growth in 2008.

Zhang Fengqin said that according to the established "company operation and development strategy", four main stores of Xinhua Department store have launched a new integrated operation.

As the main store currently being renovated, it will be located in "high-end boutiques". The target group is urban white-collar, wealthy group and successful people in the surrounding areas of Yinchuan. The fast-growing Dongfang red Plaza is located in the "fashion sports department store", playing the main role in the leisure consumption of the younger generation; the old building store is located in the "mass department store", which aims at the middle end market; the shopping center store is located in the "salaried department store", aiming at the middle and low end consumer market.

In the process of head office renovation, the company eliminated the supermarket with different formats from the first floor, and was completely placed in imported watches, cosmetics and high-end jewellery. The two and third floors were fashionable women's wear, ladies' formal wear and ladies' boutique. The second and three line cards were once completely retreated. The men's wear on the four floor was a first-rate boutique brand; the five floor was mainly imported fine household appliances and household goods.

"In the overall brand adjustment, we will introduce more than 40 new brands at once, of which 10 are luxury brands," Zhang Fengqin said. "These brands are all in the first place in the Ningxia market, and we are attracting the most high-end brands in recent years."

How can we achieve the goal of raising consumption level under the background of adjustment and cultivation?

Zhang Fengqin said that the key concept is to strengthen "innovation", that is, not being led by others, regardless of service quality or marketing strategy, everything should be centered around "innovative thinking and innovative means".

For example, Zhang Fengqin, Xinhua Department store, as a leading enterprise in the Yinchuan market, has accumulated a large number of high-quality customers over the years. How to customize a gold medal service for these customers is innovative thinking.

Now, after discussion, the company has decided to launch the "VIP service system" after the adjustment of the head office. It classifying the customers into diamond cards, gold cards and silver cards. With an exclusive but exclusive sales campaign, it ensures that the high-quality customers enjoy "exclusive and unique gold medal service". After entering the main store, they do not need to waste time to search, but choose the satisfactory items under the advice of the client manager.

Analysts pointed out that although Xinhua Department store has long been in the leading position of Yinchuan business, the strong force of other ports will inevitably invade the market. How to maintain its dominant position under this pressure has always been a major proposition of Xinhua Department store.

Therefore, the positioning and reorganization of the four main stores can be regarded as an important action for the company to protect its leadership position.

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