Nanjing Speeds Up The Expansion Of "Chain Empire" To The Whole Country.

Vicissitudes changed the memory of the Qinhuai River, but the central shopping centre, which was built in 1936, has passed through its 64 year old birthday in its continuous development and innovation.

Chain expansion

Nationwide

Chain expansion is the only way for the development of department stores. In this regard, the central shopping center in Nanjing actively adopts the development strategy, and continuously seeks to expand the version possible inside and outside the province.

Today, Nanjing central shopping center has opened "rudder" in Lianyungang, Xuzhou, Shandong Jining and other places.

According to the mid-term report of 2009, its total assets exceed 3 billion 430 million yuan.

For department stores,

Nanjing central shopping mall, a comprehensive shopping mall built in 1936, is a household name in Nanjing. With its commercial and cultural accumulation for over 60 years, the brand has a very high reputation on the Qinhuai river.

However, if the single silk is not thread, the solitary wood will not become a forest. If we want to further expand the brand effect of the central shopping mall in Nanjing, we must actively develop the chain mode so that more consumers can become familiar with this brand.

In 2006, the central shopping mall in Nanjing recognized this.

It speeded up the expansion of the "chain Empire" area outside Nanjing, invested a huge sum of RMB 100 million yuan, and built a super market property with a total area of 240 thousand square meters in Huaian, Suqian and other prefecture level cities.

Some of them are department stores or supermarkets run by themselves, while most of them are operated as commercial real estate. Two ways to enhance local popularity and create their own second "Xinjiekou".

It is understood that Nanjing central shopping center and Jiangsu central Xinya investment 100 million yuan to create the "Huaian central New Asia International Plaza Limited", in Huaian commercial center in the commercial real estate mode of operation, development and construction of a total construction area of 110 thousand square meters of large-scale commercial real estate projects.

At the same time, "Suqian Central International Plaza Limited", established by the central shopping mall, has developed a large commercial city project with a total construction area of about 130 thousand square meters in the Suqian commercial center area.

These two chain formats are "mainly used for sale in the market except for some department stores."

Following the opening of the "central" department store's "rudder" in Xuzhou, Lianyungang and Shandong Jining, the joint venture between the "central" group and its warehousing brand "Jin Yun Fa" has been fully developed in Northern Jiangsu.

The big business of "department stores and chain stores" has gradually become a "Chinese business model".

Liao Jiansheng, general manager of Nanjing central shopping mall, commented on his chain strategy.

The advantage of department stores is that they can generate "middle profits" through the overall scale.

In the case of the same price of goods, we can acquire relatively low purchase price through mass purchase, or get the initiative to negotiate, so that the upstream suppliers can make profits.

Before that, China had many successful precedents in department stores, such as big business group and Beijing Wangfujing department store.

But Liao Jiansheng said, "the chain of Nanjing central shopping mall is different."

The chain mode of Nanjing central shopping mall, whether it is department store chain or supermarket chain, is the core of commercial real estate.

In the Department of the Central Committee of the board of directors, it is said that the development strategy of "expanding the two wings of the main business" is not only to create a prosperous storefront or to sell a real estate, but to create a business circle, which is to gain both sales profits and sustained appreciation profits.

The commercial property of central shopping mall is often the same. First, the location must be a golden section - the possibility of "business circle reengineering".

The two International Plaza companies in Huaian and Suqian are located in the local central business district. Two, after a commercial real estate development is completed, the central shopping mall and Jin Runfa will appear in the commercial group in the face of the main store, and other sporadic investment will be very easy.

The two different formats of department stores and hypermarkets are complementary in the same commercial real estate, which can quickly form accumulation effect and stir up real estate in the local area.

It is the intention to build a chain store of hundreds of years old Nanjing merchants. Nanjing central shopping mall (Group) Limited by Share Ltd takes chain department stores as its basic business, focusing on warehousing supermarkets and urban complexes, and vigorously implementing the strategy of "connotative growth and extension expansion".

This "central mode" has prompted great success in "Nanjing business".

It is understood that the "Nanjing China business" group has developed 7 chain stores such as Nanjing central store, Nanjing Pacific store, Huaian store, Lianyungang store, Shandong Jining store, Xuzhou store, Henan Luoyang store, and 3 warehousing supermarkets and more than 500 thousand square meters of real estate development projects.

The total business area of the company is 350 thousand square meters, of which the main business in Xinjiekou business circle center of Nanjing is 63 thousand square meters.

Statistics show that since 2000, the main business income of "Nanjing China business" has maintained an annual growth of more than 30%. In the interim report of "Nanjing Zhong Shang" in 2009, the total assets of the company exceeded 3 billion 430 million yuan.

Five innovations

Build evergreen {page_break}

In order to make the old brand glow with new brilliance, Nanjing central shopping center has formulated a clear development goal, with the development of "the central government" with five innovations, namely, the innovation of "ideology, business mode, management system, information technology and service concept".

Creating the first class chain brand in the industry and making the foundation industry evergreen hundred years "central" is the long-term development goal of Nanjing central shopping malls (Group) Limited by Share Ltd.

For this reason, it revolves around the work idea of "clear objectives, adjust structure, integrate resources, optimize processes and integrate culture", and strive to push forward the process of collectivization, linkage and socialization, and urge the group to become a modern group with competitive advantages.

It's hard to talk well.

How can we implement the work idea and truly create a century old shop? In March this year, the "Eighth China department store Summit Forum - the innovative modern department store development mode" was held in Beijing. Yan Yongping, deputy general manager of Nanjing central shopping malls (Group) Limited by Share Ltd, said that innovation is a main thread for the time honored brands.

Yan Yongping emphasized the importance of innovation from five aspects.

These five innovations are: Innovation of ideology, innovation of management mode, innovation of management system, innovation of information technology and innovation of service concept.

Only in these five areas can we actively carry out innovative practice, and shops can walk on a road of sustainable development.

Yan Yongping especially interpreted "innovation of ideas and innovation of business mode".

He said that the innovation of ideas is the prerequisite for the development of enterprises, and the concept is the precursor of all actions.

Concept innovation can bring about a series of institutional and institutional innovation, management technology innovation, strategy and cultural innovation.

Chain strategy is the most mainstream and advanced ideology in Nanjing central shopping malls.

Driven by this consciousness, the central shopping mall in Nanjing is being implemented.

Yan Yongping said: "now we have to make bigger and stronger department stores. As an enterprise, we feel that we can only be stronger if we are bigger.

Therefore, we must establish a strong sense of competition and innovation, strengthen team building and crisis awareness, and establish our company's direction of development, that is, to make a chain department store. This concept has always been the mainstream of our company's strategic thinking. In recent years, our department store has to continue to open, and the department store will become bigger and bigger.

At the same time, Yan Yongping also said that in the process of developing the chain, they also encountered some difficulties, mainly the problem of regionalization.

At present, they are concentrating their minds on solving this development.

In this regard, Yan Yongping is full of confidence, he said, because the ideological innovation that has never stopped gives them the confidence and courage to overcome difficulties.

Yan Yongping also expressed his views on "business model innovation".

He said, at present, most enterprises are making such laments, the difficulties and challenges faced by businesses, and great changes have taken place in the management environment.

Like Nanjing, there are more than 10 general merchandise stores in Xinjiekou.

In addition, consumers have entered the era of personalized consumption. Market segmentation and specialization will surely become the inevitable trend of competition in the future.

Yan Yongping said: "in the face of the arrival of the new business era, we have chosen the strategy of" changing strain "." central Nanjing "has made a thorough excavation and analysis of performance, charts, brands, trading volume and business data based on data.

For example, we attach great importance to the performance scale and the brand efficiency statement.

If we find that the data show that the brand occupies a larger area and its efficiency is lower, we will make corresponding adjustments to promote the most rational allocation of resources.

The estimation of charts and forms has become a part of our daily life.

He pointed out: "our company used to be the consumption of mass culture. Now our guiding ideology is not to pursue fashion, to identify its own position, and to grasp the main body of market consumption.

But times are changing. We can not see things in a single and stagnant way.

We should constantly change our business models according to different market demands so that we can always meet the needs of consumers and advance with the progress of the market.

For example, the price of the lobbyist is very low, and the price of the past passenger is very low, which is more than 100 yuan. Now the unit price of the guest can reach 500 yuan.

If you look at it alone, this is really a great achievement.

But the fact is that China's per capita GDP has increased by four times.

If we want to peep at the truth behind development, we must constantly explore and adjust, so that we can remain invincible.

It is through the analysis of the adjustment of the management layout, the introduction of the brand, the pformation of the model, the Nanjing central market (Group) Limited by Share Ltd has been able to achieve today's achievements.

In constantly adjusting and adapting to the market, "Nanjing central" is leading Qinhuai spring water to the whole country, opening up a broader market and future.