Li Hanyu, Fashion Leader: Hisense Square Injection

"She"

Precision positioning brings

In 2007, Hisense Plaza was located in the business district of Xiao Bai building in Tianjin. For the relatively mature Tianjin department store, Hisense Plaza is facing a new challenge of finding target customers.

After a comprehensive analysis of the high-end market and business situation, in 2009, Hisense Plaza further clarified its own development orientation, locking the main customer layer into mature, elegant and intelligent female consumers between the age of 25 and 45.

Around this core customer layer, Hisense Plaza has made a large scale adjustment in floor division, brand distribution and diversified formats, with a ratio of 80%.

General manager of Li Chinese said: "the adjusted Hisense square is more subdivided in the age structure of consumers, at the same time, it pays more attention to consumers' consumption experience besides working time.

This adjustment of brand category is more and more perfect, and the style pursuit is unique and personalized. It not only emphasizes the high-end quality, but also highlights the expansion of a series of high-end casual casual clothing brands, which provides more choices for young fashion consumers who advocate individuality and keep abreast of the trend.

Li said, especially in women's clothing category, showing a trend of leisure and fashion, personalized features, the introduction of a number of brand new shops, such as New York's post-modern brand theory, Korean fashion.

The successful positioning and adjustment has brought more and more popularity and straight sales performance to Hisense Plaza. It is understood that the sales performance of Hisense Plaza is double that of last year.

Reporters from Li always proud and confident smile once again feel the growing Hisense square.

Big cards are crowning the most beautiful fashion scenery in Tianjin.

In September 28th, the first floor of Hisense Plaza successfully introduced the world's top luxury brand Bottega Veneta, which is called "Italy Hermes". The brand is only one store in Tianjin, and there are few stores in mainland China.

In addition, there are also heavyweight Italy top brands Salvatore Ferragamo, France's top cosmetics, Givenchy and Italy men's ready-made clothes brand VERRI, all of which are influential brands in the fashion industry. Li Hanyu said that in the coming year Hisense Plaza will also introduce 5-8 international first-line brands.

Many of the world's major brands are coming to the forefront, further strengthening the high-end positioning of the shopping mall and fully meeting the needs of the high quality consumers.

In order to further meet the diverse needs of consumers, in the high-end acoustics and craft accessories, the two floor of the shopping mall has introduced the international audio brand BOSE acoustics, and the Chinese modern first glazed cultural brand, the glazed workshop. At the same time, the proportion of jewellery has been expanded. The famous brands of Hongkong, such as Lufu jewelry, the famous French accessories brand Agatha, Porsche design mobile phone, have been introduced, and upgraded the brand cabinet image of Tian Qi pearl, jade edge, elegance and love Leinster Forevermark in jewelry area, forming the strongest jewelry combination in Tianjin.

Different categories of styles, the same noble qualities, combined with classics and fashion, will further upgrade the high-end buying spree.

For this kind of business adjustment, Li Chinese explains, "consumer demand is potential market space. For shopping malls, to continuously meet this demand, it is bound to require continuous change and adjustment."

{page_break}

Distinguished service and personalized service feel the warmth of the family.

"In addition to drastic reform in hardware Shanghai Xin square, software services should also be improved."

Li Hanyu said that since the establishment of Hisense Plaza, the "full program" service system has been set up to set up services such as valet parking, gift giving and one on one services.

Every shopper coming to Hisense square can feel that the coach here is not only good gestures but also warm and considerate, and you will feel relieved to give it to them. The shoppers here are not only smiling and sweet but also polite, and they are very kind to take you shopping. The cashier here is not only skilled but meticulous, and it will remind you of the various promotional activities that have been carried out simultaneously in the mall.

For the high evaluation of customers, Li always said that this is far from enough. Hisense Plaza must further improve its service level.

In terms of hardware, it will open up a more advanced and intimate dressing room and nursery room for female consumers, making female consumers more comfortable when shopping.

In terms of software, the senior member commissioner system will be initially improved. The so-called senior member commissioner is a professional service person who is professionally trained to establish a cordial interaction with senior members.

The relationship between such service commissioners and senior members is more closely related. A member commissioner can only be closely linked to 100 members. They do not need to sell products to customers. They do not have sales tasks. They only need to provide guidance when shopping in senior members' shops, and help them when they are in trouble. They can accompany members to visit stores, chat with tea, and provide collocation advice to members.

In the words of Li general, the senior member commissioner is the family member of the consumer in Hisense square. This is a noble service, but also a personalized service.

Interactive experience to listen to consumers' voices

"We have been working hard to build an integrated operation mode between brands, shopping malls and customers," Li said.

Hisense Plaza does not want to become a store that simply provides consumers with trading platforms.

We will feedback the opinions and suggestions from customers to the major brands and partners. At the same time, we will promote the brand history and brand culture to consumers. Hisense Plaza will serve as the platform of the center to drive the interaction of all resources.

In addition, our 400 square meters club club audio-visual equipment is readily available. High-end business people can enjoy a small and comfortable atmosphere in the elegant and comfortable atmosphere. We also regularly hold brand fashion Fashion Show, high-end VIP cocktail party, tea tasting club, Feng Shui speaking seat, dress matching experience, etc.

This year, the mall also set up Mei Yan Center for female consumers. It often held beauty care salon activities to enable members to observe and feel the fashionable charm of luxury goods.

In addition, the 100 thousand member of Hisense square is also a huge team. This summer, we launched many member activities, and dozens of talented members also appeared on the stage to perform for everyone.

Hisense Plaza will always strive to create an interactive atmosphere for customers to create an interactive experience. At the same time, it also conveys the consumption concept of "Life Aesthetics" to consumers. "Hisense Plaza is committed to building China's top department stores. We have an agreement with Tianjin consumers. My team and I will wholeheartedly promote this dream!" Li confidently expressed.