Transformation from department store operation to capital operation Hangzhou Tower upgrading and upgrading
Hangzhou Tower, which has always relied on department stores, is likely to play a big role in the capital market this year.
Recently, at the annual Hangzhou Tower supplier conference, the reporter learned that the listing of Hangzhou Tower is being actively prepared. If the progress is going well, it is expected that the listing will be completed within the year.
Adverse market expansion, listing financing and strategic layout.
From the first store of department stores to the brand-new leap of the first city of the commercial tourism complex, the "commercial giant ship" seeks a brand-new transformation in the adjustment and optimization of the strategic structure. From the perspective of the development of shopping mall in 2010, the Hangzhou Tower will frequently take several big moves this year, and its impact will not be greater than that of the "Jin" city.
Focusing on strategic planning and listing
The upgrading of business operation to capital operation
"We will strive to complete the land transfer work by the end of May, and obtain the approval documents of the state-owned stock rights at the end of August, and we will be able to complete the registration of industrial and commercial, tax registration and stock companies as soon as possible at the end of September."
Recently, Hangzhou Tower chairman and general manager, Kim Yan, told reporters at the supplier conference. So far, there has been a clearer timetable for many years about the listing of Hangzhou Tower.
Last year, the Hangzhou Tower expanded the "Jin" city rapidly, was it a preheating of the listing action? In response, the reporter interviewed Tong Minqiang, general manager of Hangzhou Tower shopping mall. He said there was no necessary connection between the two. "It can only be said that the process of listing has been promoted. Whether it is on the market or not, the shopping center has become a shopping mall, which is an inevitable trend in the development of Hangzhou Tower."
Reporters noted that the 100 largest group of department store business to Yintai group management, in October last year took a piece of land, enter the commercial real estate field. And after the listing of intime department stores, commercial real estate has also been seized. Will Hangzhou Tower after listing enter the commercial real estate sector?
"Do not exclude this possibility, commercial real estate and retail industry are closely linked, if the operation is successful, the two mutually profitable can achieve a win-win result."
According to the reporter's understanding, Hangzhou Tower shopping mall belongs to the first phase of the "Hangzhou Tower trade and tourism complex". It is estimated that the total area will be multiplied after the three phase is completed. Its goal is to double the annual sales in three years and become a real "commercial aircraft carrier".
"Wulin business circle is a very mature business circle. If there is a suitable site, we will not rule out the expansion here, enlarge the point of Hangzhou Tower monomer store, and expand the radius of Wulin business circle." Tong Minqiang told reporters that the company has been considering the "horse race enclosure" in the Wulin business circle, which means that in the near future, Hangzhou Tower will have a business area that is twice as large as the shopping mall now.
The growth and development of the capital market will make the Hangzhou Tower have stronger development potential and truly achieve the goals of large enterprises and large groups.
Business positioning is more professional.
Upgrading from "store" to "city"
Shopping mall is so big that many shopping mall customers are lost. However, from September this year, the chances of getting lost will be less and less.
Reporters learned from the Hangzhou Tower that from now on, the location of A, B, C and D will be further adjusted. The location of the four buildings will be more clear and professional, and even every floor will be clearly divided. The adjustment work is expected to be completed in September of this year. At that time, Hangzhou Tower will really be divorced from the concept of "pure department store" and reflect the concept of shopping city. Four
After the big adjustment of commodity structure, A building and B building will still be positioned as feminine products and high-end. Luxury goods Add men's products. At the same time, the positioning of C building is becoming younger and younger, and the location of D is specialized. The concept of life in C building is self-evident, that is, we can buy the most high-end home appliances in Hangzhou. What is the trend of younger generation? Tong Minqiang said: "the C building of Hangzhou Tower is younger and characterized by individuation and trend. fashion On the basis of continuing the high-end positioning of Hangzhou Tower, we extend the age of customers. What is the specialization of D building? The professionalization of the D building can be reflected from the different positioning of the floors. D1 and D2 buildings are mainly international two-tier famous brand main stores, composite stores and Designer brand The concept store; the D3 building is the ladies' supply hall. All the products here are combined with the daily consumption characteristics of women. In the D3 building, not only can you see the high-end high-end underwear stores, you can also see the ladies' accessories, you can even see women's electronic consumer goods and books, etc. the D4 floor is the sports health hall, while the general sports clothing store is in the same place, there are also various kinds of daily health products such as sports equipment, mountain bikes, etc. the D5 shop is a special shop specializing in special products, and other commodities not found in the other counters of the building, such as pet products, wrapping paper, etc., so we might as well go to the D5 building to find out.
In terms of commodity brand mix, Hangzhou Tower strives for "Qi" and "Gao" two words.
"Zegna brand is only 120 square meters at the counter of our shopping mall, but the sales volume of single cabinet can reach the first place in the country. What is the reason? In addition to the high-end customer base, it is also related to the products sold in this counter, and the supplier is offering the latest and most high-end products of Zegna brand. Tong Minqiang hopes to illustrate by the example of Zegna that even if there are not enough large venues, international famous brands can make beautiful figures.
Therefore, Hangzhou Tower shopping mall decided that it will introduce more international brands and make the existing international brands complete, complete and high. "Win the most international brands in a limited number of venues, win the most high-end products in the same brand."
Luxury goods Sales have always been the strength of Hangzhou Tower. Chanel officially opened in November last year, although the shop area is only more than 300 square meters, but after entering, sales figures are very beautiful. Sales have doubled over the next 4 months, and the first year sales are expected to exceed 150 million.
At the same time, as a supporting place for shopping city, the upgrading of Hangzhou Tower guesthouse has been in full swing. After September this year, you will see a personalized city The Inn Boutique built on five star standard. Every floor or even every room will have a famous picture album. Luxury goods Brand historical and other commercial and cultural elements into the integration, such a high-end business guests, VIP guests customized The Inn Boutique shopping mall will give you an eye opener.
High end city life supermarket --
Entering the traditional department store format and upgrading to diversified formats
Hangzhou Tower has been planning innovation and breakthroughs in its format. "Healthy life + city quality" is the slogan of Hangzhou Tower to build a high-end city life supermarket brand. It is also a clarion call for further diversification.
Just like CitySuper in Hongkong, the emergence of Hangzhou Tower high-end city life supermarket will provide convenient and high-end daily necessities for the urban elite.
Shopping mall plans to reopen the city supermarket on the first floor of the C block before September 2010. In addition to continuing to expand fresh, organic vegetables and cooked food products, while highlighting the rich features of the original imported food, it will also add high-grade imports to the household products, and invite famous cooking experts to teach you how to cook food at the cooking center on the basis of Hangzhou cuisine. Hangzhou Tower is planning to build a "model" of high-end supermarkets on the ground floor of C, and make this "model" an inevitable choice for urban elites to enjoy urban life and satisfy their preference for fine life. "If the operation is successful, the chain will develop." Tong Minqiang is confident of the new format.
In addition to high-end brand supermarkets, factory outlet stores, Electronic Commerce They are all "new business" that Hangzhou Tower wants to try. Insiders pointed out that these big moves are bound to become a new hot spot in Hangzhou business circles.
VIP diamond card comes on the stage.
Start the upgrading of quality service to professional services.
If you want to shop in Hangzhou Tower shopping mall, make a reservation by phone, soon there will be a full-time driver driving a presidential car at your door. If you want to get more intimate service, you have a gold key customer service manager to help you staff; hospitals, banks, travel agencies, high-end clubs, as long as these places need to show the identity of diamond VIP, you can enjoy the chain service.
This month, Hangzhou Tower shopping mall launched a VIP diamond card on the basis of 60 thousand VIP members, that is, annual consumption of more than 500 thousand yuan, and more than 200 guests will become the first members. The card reception will be set at the resort hotel of Xixi, banyan tree.
"Pass the idea of a quality life." This is a starting point for Hangzhou Tower to upgrade its services.
In today's increasingly fierce competition in Hangzhou City Department stores, how to improve their hard power has become the first problem to be solved in Hangzhou Tower, and service upgrading is imperative.
An interactive network service platform is also about to be built. Consumers can apply for various services through the network, such as booking a restaurant to eat, or signing up for a VIP class in a week, or wanting to know a brand's new information and buying a group, but do not want to go out. In short, from the choice of goods to delivery, from service appointments to complaints, they can be completed by mouse click. At the same time, the future service platform will also make full use of Hangzhou Tower supplier resources to provide consumers with all kinds of instant merchandise information. fashion Information dissemination, consumers, businesses, suppliers three parties can interact on the Internet.
"We will organize a dedicated team to implement the service platform." Tong Minqiang's words, let us feel from the face-to-face to the virtual world of service development, from a telephone line to the unlimited network service extension is just around the corner.
A promising prototype of "commercial aircraft carrier" has emerged.
The birth of shopping mall will undoubtedly change the inherent life style of consumers, and let every city have a new and positive attitude towards life.
