Marketing Strategy Of Yi Shi Dan: 15 Years Inspiration From Chinese Market

In Japan, Yi Shi Dan is called "fashion Yi Dan". It has always been known for its high sensitivity and high quality fashion. It is usually regarded as the fashion index and trend guide of Japanese fashion young people.

It not only provides goods for customers, but also always provides customers with the latest life culture, and arranges all kinds of services and consultation for customers.

It advocates sharing with consumers, thinking together and sharing happiness together to create tomorrow's life.

Its service is very meticulous.

Reporter: what are its business characteristics?

Huang Boxiao: first, "customer first doctrine". Everything is customer-oriented, to satisfy the customers. It is precisely because of this that its service has been done very well.

The two is "superior quality and cheap", cheap and good quality, attracting customers with high quality and low price.

The three is "coexistence and common prosperity".

In the process of expanding overseas, he advocated the simultaneous development with local society.

It advocates the spirit of "abide by morality and serve wholeheartedly".

For example, as long as you enter Yi Dan, you can always be courteous and courteous, and will start with "welcome to come" and end with "thank you patronage".

Their service staff hold hands, the palm is inward and buckled in the abdomen. The depth of their bows and the height of their heads are all up to a certain standard.

Reporter: the floor layout of a department store is very important.

What characteristics do you think of the floor of Yi Dan Dan?

Huang Bo effect: in Asia, it can be said that the Japanese department store's architectural planning is the most scientific and the most standardized, its design is very humanized, and so is the Yise Dan, which makes it a good example for domestic commercial real estate developers to learn.

Yi Sitan is different from domestic department stores on site selection.

The location it chooses is not necessarily the central location.

Before the site, it will carefully analyze the composition of the surrounding business district, and whether the building property of the lot can be stationed.

In fact, some international brands want to enter the domestic department stores, but after negotiation, they find that many of the property conditions of many department stores do not conform to the requirements of their main brand stores. Finally, they have to give up.

This is the problem of pre architectural design.

Take some details as an example: consumers will enter two stores through the front door or side door.

Why the two way?

Winter can better block the outside air conditioner, and better block the outside heat in summer.

When the customer enters the door, he will meet the reception desk or the introduction of the shop.

After entering the store, the lighting is quite bright and the overall light is very comfortable. It can be said that the lights of Yi Shi Dan are almost the brightest in department stores.

Yi Shi Dan is often four automatic escalators tied together, two up two.

The fire passage is also two on top, quite spacious, and its vertical elevators and vertical cargo staircases are quite smooth.

Reporter: what are the characteristics of the building of the buildings on the floor?

Huang Boxiao: in Japan, there are many layers of the underground layer, some of which are three or four or even four or five stories underground.

It is possible that the three or four or two or three floors of the underground are all parking spaces, which can also give some inspiration to the property companies in many department stores.

There are some differences in domestic stores: taking Tianjin Yi Dan as an example, the building of Tianjin is seven storeys and two underground.

Its negative one is mainly fashion department stores.

On the ground floor, cosmetics and women's clothing, shoes and groceries are on the first floor. There are also many service departments, such as the information office, the depository, etc.

The two floor is girls' clothing and underwear.

On this level, the "hay nationality" club is set up to better cultivate the fixed consumption layer of yichdan, that is, to cultivate more fans.

The three level is ladies' wear and women's professional wear, with watches and clocks, jewelry and so on.

Coffee shop is also available.

The four floor is men's wear, men's shoes, travelling bags and some men's groceries.

The five level is children's products, maternity supplies, and matching with photography, outdoor products and so on.

This layer is equipped with mother and child lounge, children's club, and even the bathroom will have three, divided into male toilets, female toilets and baby washrooms.

The six floor is household items, and sale activities are usually held at this level.

Various types of Hawking activities are held every week.

Through this consumer themed activity, customers can make new discoveries about goods.

In addition, this layer usually gives out some gifts and sets up a love post.

The seven floor is a flavor restaurant or a beauty salon, a spectacle shop, a coffee shop, etc.

It is worth mentioning that, on different floors, he has set up various interesting advisers.

For example, there are "underwear consultants" in the underwear layer, and "comfort advisers" on the floors where shoes are sold.

The consultant will provide various kinds of consultation and service if the consumer has any need.

The role of consultant is very interesting, so it can be seen that the service is quite detailed, which is not the same as the shopping guide of domestic department stores.

The single layer area of Yi Dan Dan will not be too large in general, with 3000~4000 square meters.

Because in this context, when consumers walk around a small atrium or escalator, there is no fatigue at all.

The designers of Japanese department stores have detailed calculations for this area.

Reporter: will the speed of expansion of China in the future be accelerated?

Huang Bo: Yi Dan entered the Chinese market in 1993.

In 1993, Japan's Shanghai and Shanghai international shopping center co founded Shanghai, Huating, Ise.