&Nbsp, Ginza, Japan; Re Loading To Attract Customers.

Japan

In the face of tough times for Japanese department stores, the long-term renovation project of Ginza San Yue Department store will be completed.

In September 11th, the 80 year old department store will be opened after reloading. Its integration area has increased 1.8 times, with 12 new stores and 2 underground ones.

"Increasing the area was once a long-term desire for Ginza's three Vietnam".

Shizuka Kunio, President of the San Yue Yi Dan holding company, said.

Although its sales decline over the past 13 years has been a bad period for the industry, the three Vietnam is committed to undertaking this project and vows to display a new model of department store, which embodies the Ginza style.

Some industry observers said that the three Vietnamese moved to consider the characteristics and location of Ginza, Japan's most high-end.

42 billion yen reconstruction project, including the reconstruction of the existing buildings, is connected to the new buildings. The management is like two shops, actually a shop, which mainly focuses on the upper middle class women.

"Our goal remains the same, that is, to maximize the satisfaction of our customers in pursuit of the quality of our new life," said Shi Zhong. "Such a market is not expected to disappear."

To be the leader of this market is the way we survive, "he said.

He also said that 63 billion yen was the first year of sale for department stores.

Chen Yan Li, general manager of the three Yue Ginza, said the key is to provide attractive projects instead of relying solely on well-known brands.

"We are again thinking about what kind of city and Ginza it will be.

We think that it is a suitable city, such as keywords real, first-class, culture and maturity. People will experience these things when they come here.

He said.

It's not just about brands or trends.

Recently, some department stores in order to ensure the flow of customers have invited low-cost fast fashion brands, such as UNIQLO access, but Shi Zhong rejected this idea, because it violates the style of Ginza tri Vietnam.

The director of Nomura Securities Company said that the position of San Yue was strategic, and the times had changed a lot. Many department stores were in one area, and they began competing for price items to attract customers.

Although their employees may be limited, and those who enjoy shopping for high-end products, "I think Ginza San Yue tries to meet all the demands of the market."

Said Zhuang Tian.

Experts say the new face of San Yue is a restaurant with more and more restaurants, facilities and services to accommodate all kinds of customers.

For example, the store has a 3000 square meter balcony with a lawn and 134 rest seats.

In addition, it also provides an English and Chinese service for foreign tourists, as well as information centres such as day care centers, lactation rooms and family facilities.

The department store used to be a family place, which is a place for women to shop, according to shun Tian, principal analyst at Sumitomo Mitsui bank.

"I think they are attracting more customers."

He said.

Although Ginza is preparing for new challenges, the industry itself is in deep water.

According to the Japanese department store association, sales in the industry reached a peak of 9 trillion and 700 billion yen in 1991.

They have been down in the past 13 years, with sales of 6 trillion and 580 billion yen in 2009.

But industry observers say the situation in Ginza shopping malls is somewhat different from other shopping districts, which have been associated with department stores.

In addition, Ginza attracts more and more old customers. They are used to shopping in department stores.

But in fact, it has also changed into fast fashion brands, including UNIQLO and Sweden's H&M.

In order to survive in competition, other Ginza department stores also spared no effort to promote their advantages.

In Ginza, song Ban shop has been trying to cultivate a new style, though it may be different from the three Vietnamese.

The store took a symbolic step in April, which must attract more customers.

Another big department store in Ginza, song house, is also trying to strengthen its brand by strengthening its flagship store.

According to its medium-term management plan, this will enhance its sales strategy. Its main customers are between 20 and 30 years old, as well as middle-aged people, plus quality products and reasonable prices.

A spokesman for Matsui said that department stores had no plans for fast fashion brands.

"I think Ginza is the largest department store in the market because they try every means to increase sales.

There are about 40 billion yen annual sales in Ginza, which can really be improved because of its good location.

"I think increasing the area at this time is a good move," said the analyst.