Hangzhou Rises And Sells Mashup, Wind And Clothing Malls Supermarket Mix

　在商場買了名牌包后轉(zhuǎn)身去地下超市買些有機蔬菜，這會是什么感覺？今年在杭州，商場混搭高端超市的做法逐漸風行。 

A recruitment announcement was raised in the industry on Monday.

The recruitment announcement of Hangzhou Lianhua Chinese Business Group Co., Ltd. shows that in 2010, the company will enter the high-end market. The first boutique supermarket "urban life", Hangzhou Ding An Road store, will open in August.

Because of the publication of this announcement, the news that Century Lianhua had to open high-end supermarkets was finally confirmed, and Yintai has also confirmed that the West Lake and West Lake Lianhua "strong alliance" will be opened on the ground floor of Yintai West Lake store, with a business area of about 3800 square meters.

As the Hangzhou Tower supermarket and Huarun ole high-end supermarket have been opened one after another, as a big local retailer, Lianhua Chinese business has finally been unable to resist the need to enter the high-end business format.

Lianhua, a Chinese businessman, has shown a low profile and cautious attitude towards the new store, saying that the new store is still in the design stage and unwilling to disclose more details.

However, the information on recruitment notice is worth pondering.

For example, in this position where the Lianhua Chinese businessman recruits for the new store, the duty manager position requires "English level four or above, and can carry out English dialogue". Even the ordinary purchasing officer job requirements have "English level three or more".

In the technician's post, we specially list "western cuisine cook", which requires western cuisine cooking skills, Western-style cuisine, hot dishes and so on.

In Hangzhou, such high-end life supermarket still lacks good samples.

It is said that Century Lianhua invited a professional Japanese design company to design the supermarket's moving line and layout for its high-end brand "city life".

One industry insider told me that high-end life supermarkets and ordinary supermarkets are not only reflected in a large number of imported commodities, but also strive to create a city life atmosphere that people yearn for.

Under the lights and lines designed by Japanese designers, even ordinary goods look different from other supermarkets, and of course, prices can also be sold more expensive.

In addition, Hangzhou Tower is planning its own supermarket brand. Wah Yuen shop has an area of 5000 square meters underground, and is studying the possibility of doing high-end life supermarket.

　　混搭經(jīng)營的動力哪里來？ 

This is a mix up world.

Fur mix Mashup, evening mix and cowboy, Starbucks not only sells coffee but also sells tea, and sells beef jerky in game products.

So, the original shopping mall and supermarket mixed together, so that LV and vegetable eggs to be neighbors, is not a trend.

In essence, everyone is trying to highlight individuality, seize opportunities, and even formulate new rules of the game through crossover and mashup.

From twenty thousand or thirty thousand square meters to one hundred thousand square meters to about two hundred thousand square meters.

Hangzhou shopping malls are becoming bigger and bigger. If they are just full of brand clothes, they will turn more consumers into confusion.

But less brands and less popularity.

So, after becoming bigger, it is too urgent to add more content to it.

But what products can attract more target customers?

Everyone thought of introducing the supermarket.

In fact, supermarkets are not new to department stores.

A few years ago, there were supermarkets in Yintai Wulin store, which sold some imported goods which were not found in ordinary supermarkets, but then disappeared.

The reason is simple: the profits of supermarkets are not as high as those of other industries.

Supermarkets that will be unveiled are no longer in the past, and more fresh products have entered supermarkets in shopping malls.

The relevant person in charge of shopping mall told me that if the introduction of an ordinary supermarket, "do not talk about it."

It is said that the Century Lianhua city life supermarket of Yintai West Lake store is also the first high-end supermarket built by Lianhua Chinese businessman.

High end supermarkets can bring high profits to the mall.

The supermarket returned to the shopping mall and the background was quite different from the previous one.

Shopping malls not only require customers to shop inside, but also want to shop in supermarkets, watch movies, eat dinner, make beauty and buy books.

They want to pack a modern way of life for their customers, so that customers can stay in the shop as long as possible and come to the store more frequently, and "maximize the use of consumer resources".

Of course, these supplementary businesses should complement the overall positioning of the shopping malls.

In Beijing, Shanghai, Shenzhen and other cities, there have been Cityshop, Beijing Hualian's "BHG", Huarun Wanjia's Ole, and other high-end supermarket brands, which are located in shinguang, Tianba, Dongfang shopping malls and other shopping malls.

What is the difference between a high-end life supermarket and an ordinary supermarket?

A person who has been to Shanghai City Supermarket (Cityshop) described the layout of the store as European style and 70% as imported goods.

Seasonal fruits and vegetables are packed very clean.

Bread, dim sum and professional Western shop are almost the same.

To his surprise, there is a book bar in the supermarket, which sells a large number of foreign languages.

It is his conclusion that "the price is high and the selling is the way of life".

However, it is also revealed that the high-end life supermarket has come to the shopping mall, and many consumers have more shopping cards in their hands.

Hangzhou's existing high-end supermarkets include the Mixc's ole supermarket, Hangzhou Tower's city supermarket, Metro's fresh area, and West's impression city's theme store.

What is their high end?

The first feeling after our family's visit is just one word: expensive, of course, for those who want high quality life, they can buy a lot of good things in these places.

　　ole＇超市 

The ole "supermarket" on the two floor of the Mixc is a replica of Shenzhen ole. The feature here is that imports are very concentrated, accounting for 80% of all goods. Customers can buy things that can not be bought elsewhere, including the world price 1 apple with a unit price of up to 88 yuan, wine, red wine, organic vegetables, Australian quality beef, fresh juice and so on.

From the opening week, high-end fruit, fresh bread, chocolate and imported red wine are sold quite well.

Mr. Zhang, who lives in Binjiang, is a Lanzhou native. She never bought a good lamb chop in Hangzhou before. She bought it in OLE last week, which made him feel quite good. Mr. Zhang bought an imported beer with him. The evaluation of OLE is that if you want some good ingredients, you will be right here.

Although ole supermarket has set up a threshold of 588 yuan for the application of membership card, the number of members currently receiving has increased by nearly 100 people. Qianjiang New Town and some high-grade residential owners in the urban area and Binjiang are their main customers.

　　杭州大廈D座5樓的城市超市 

Some people say that shopping in the city supermarket is like traveling with food.

It can be seen that the main hit is high-end fresh.

Here are the imperial crab from Hokkaido, the various kinds of beef from the Ito Pavilion in Japan, the salmon from Norway, hundreds of imported cheese, ice cream, sushi and other ready to eat foods, which are suitable for customers who do not usually open their homes.

Organic vegetables are another main force in city supermarket sales, including big tomatoes, vegetables, potatoes, baby dishes, onion, colorful pepper, pumpkin, scallion, cucumber and so on.

Many Japanese, Koreans, and Chinese Hongkong people come to visit every 1-2 days.

　　麥德龍的生鮮區(qū) 

Many imported foods and condiments can be purchased at a cheaper price at metro, such as various kinds of cheese, spices, steak and so on. Most of the western restaurant's raw materials are purchased in Metro.

But for consumers, Metro's image of professional customers and large packaging of products are obviously difficult to bring "exquisite" consumption experience.

　　印象城 

The impression city of Chengxi is located in the community department store, which has a small high-end life supermarket. There are also many high quality ingredients available here. There are organic honey from the northeast, seafood from Dalian, organic soy sauce and organic grains.