The Winner And The Winner -- Interview With Li Chinese In Hisense Plaza, Tianjin

Three years ago, in September 29th, a rich modern metropolis atmosphere, attracting many international frontline.

3rd anniversary when he arrived again, when the reporter visited Tianjin Li square, general manager of Hisense Plaza, the modern businessman who showed a deep concealed temperament showed a greater promise after his initial success: Based on the enterprise's coming out of running in period, this year's exceeding expected growth rate and the achievement of the profit target the year before, he has more confidence in the good vision of the senior department store.

2010 is a test year for its strategic positioning.

Li Chinese starts with a strategic point of view. He enumerates exciting data as a corroboration of speeding development.

From the macro point of view, the growth trend of brand influence, customer awareness and sales figures are getting better and better. What can best be boosted is that the planned growth rate of 30% this year has reached a sizeable 80%. Especially in the background of the depressed consumer market, winning the recognition of the market and achieving good results are the key tests for the development of enterprises.

top-level

Q: after positioning itself, it means the extension of high-end layout. Is it possible to accelerate the introduction of international brands in the future?

Li Hanyu said that the introduction of top brands is a highlight of this round of adjustment. In 2010, the Plaza successfully introduced the world's top luxury brand Bottega Veneta, known as "Italy Hermes", which was unveiled at the end of September. In addition, the heavyweight top brands of Italy Salvatore Ferragamo, France's top cosmetics, Givenchy and Italy men's clothing brand VERRI are all influential brands in the fashion industry.

In the coming year, Hisense Plaza will continue to introduce 5-8 international first-line brands.

The gathering of many big world cards further strengthens the high-end positioning of Tianjin Hisense Plaza.

Speaking of core customers, Li is very confident in positioning.

He said that after three years of market cultivation and care, the target market position became clearer, and the main customer layer was locked into mature, elegant and intellectually female consumers aged 25-45.

In July 2010, the number of members of Hisense square has broken through the epoch-making 100 thousand people. Li Hanyu said that these 100 thousand loyal customers are a sign of maturity for a senior department store. The rapid accumulation of such a large customer base in 3 years is a successful leap forward in Hisense Plaza.

{page_break}

MAIL format function again perfect

Q: a comprehensive and comprehensive service function is the unique advantage of Hisense Plaza to attract more passengers.

Is there a big push this year?

Unlike other high-end department stores in Tianjin, the unique combination of Hisense Plaza "+SHOPPING MALL" has been further complemented and perfected in 2010.

The framework of integrated service functions has been set up, followed by intensive farming.

At present, it has internationally renowned high-end beauty care centers, hair salons, Starbucks coffee, Haagen Dazs, high-end Japanese cuisine, and various theme restaurants, so as to meet the demand of fashionable shoppers for shopping and entertainment.

"I think the extension of service personalization, consumption oriented trend, and elegant business atmosphere are the fundamental reasons for Hisense Plaza to maximize the value of its brand and attract the elite," Li said.

"Vitality" Hisense Plaza

Q: successful marketing is an important means for businesses to win. What are the successes in this regard?

Interactive marketing, which breaks through commercial simple trading relations and strengthens the communication and interaction between brands and customers, is a leading consciousness running through marketing activities.

Since the beginning of this year, various kinds of interactive activities such as brands, members and so on have been continuously connected. As a platform, shopping malls have enhanced the guests' understanding of brands and timely communicated their customers' opinions to suppliers.

In addition, through direct communication and dialogue, the relationship between shopping malls and customers has been brought closer. This is also the driving force and direction of shopping malls.

The exchange activities between brands and members are frequent, and there are about 200 times a year.

"Vitality Hisense Plaza" is a personalized display of shopping malls.

Li Hanyu introduced: "over the past year, we have constantly planned various thematic marketing activities, repeatedly pushing new contents and forms, and trained a batch of loyal customers.

In particular, cultural marketing activities, which dominate every large-scale cultural marketing fulcrum, are cultural activities, which weaken the simple sales behavior and create an elegant cultural atmosphere, and this marketing concept has been implemented in every activity.

Q: service is the core of a senior department store. How to practice Hisense Plaza? How to do VIP exclusive service?

The industry recognized that service is the core of the department store.

As a member of the high-end shopping malls, Hisense Plaza has set up a "full program" service system since its establishment. The beautiful car service scenery line, parking for customers, gift giving services and one on one services have won the unanimous approval of customers. The audio-visual equipment of the 400 square meters of member clubs is readily available. High-end business people can enjoy small gatherings in the elegant and comfortable atmosphere. Tea shops regularly hold brand fashion Fashion Show, high-end VIP cocktail party and colorful members salon to create a fashion lifestyle celebrities for Tianjin consumers.

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.

Q: what forces attract international brands to enter? What are the expectations?

Li Chinese analysis shows that the potential of Tianjin's economic growth has great potential energy. The top international brands are equally optimistic about Tianjin's consumer market. This is the external condition and key factor to attract big brands to enter the market. Secondly, thanks to the inherent conditions of the property and good business conditions, Hisense Plaza has an exclusive advantage in this regard.

But the most important factor lies in the recognition of the business management team. This young team has better self-adjusting ability and innovative consciousness, which is one of the conditions of international brand selection.

At present, some top luxury brands are paying attention to Tianjin and are ready to enter Tianjin.

Cartire Tianjin Hisense Plaza store has sold tens of millions of yuan, ranking the top three in the country. This astronomical figure is bound to lead other brands to enter.

"At present, the daily traffic of Hisense Plaza is 16 thousand, and the weekend is about 20 thousand people. It is expected that this year's sales will reach 1 billion yuan and will reach 2 billion yuan in the next 3 years."

Li Chinese is optimistic about the future of shopping malls.