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How Does Beijing Department Store "Bullet" Fly In The Community?

2011/1/17 9:23:00 118

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In recent years, the capital city Department store Shopping malls are increasing and competition is becoming increasingly fierce. It is noteworthy that in many new ways Market Community based department stores occupy an important part. According to industry analysis, under the pressure of competition, community commerce will become the soil for the steady development of business enterprises.

Let bullets fly in the community

New world Wangjing store, Huate shopping mall Beiyuan store, Cuiwei department store Longde store, Hualian Huilongguan store, zhe Shun department store Fengtai shop, contemporary shopping mall Dingcheng store, Jia Mao Wangjing store...... Although these shopping malls have different names, they share a common attribute: they belong to community type department stores. According to incomplete statistics, in recent years, new regional community department stores in Beijing have reached more than 20, accounting for nearly 1/7 of the total number of shopping malls in Beijing.

Recently, ten years ago, Wangfujing stores and stores in Beijing did not increase their sales in Beijing. market Input. It is reported that following the layout of Nancheng Daxing, Beijing Wangfujing department store and Jinyu Vanke plaza have signed a cooperation intention to step into the Changping market with one foot. It is understood that Jinyu Vanke Plaza is located in the core area of Changping, mainly radiating within 5 kilometers of community consumers. This is also a few days ago Daxing shop opened, Wangfujing department store and another new shopping mall in the new city. According to people familiar with the matter, in addition to Changping, there are still some regional cooperation with Wangfujing department store.

Coincidentally, Beijing's urban and rural areas also announced that it would spend 260 million yuan to buy 100% stake in Guosheng industry, and indirectly owned Yizhuang Road East area block, which is 2 kilometers away from Yizhuang's core living area. Beijing urban and rural areas said that the land will be used to operate Department stores, supermarkets and other formats. A month ago, Beijing announced plans to spend 260 million yuan on its own in Fengtai.

Wangfujing department store and Beijing's two major urban and rural department store brands reflect that the "big plate" of Beijing business is tilting towards the new "front" of the community. It is reported that in the next three years, there will be at least more than 10 more shopping arcade located in the community in Beijing.

According to the expansion plan announced by Beijing Hualian, 8 community stores are located in the 9 shopping malls to be unveiled. They are located in the old and new residential communities of Shuangqiao, Tiantongyuan and Xiaojiahe. Foreign shopping centres are also "ambitious" for community commerce. Kade commercial, which owns the two major commercial brands of "Raffles" and "Jia Mao", also revealed that it will continue to expand its brand positioning in Beijing. Yong Wang, a large Japanese retail group, told reporters that a new community shopping centre will be opened in Fengtai. As a matter of fact, the new shopping mall, which is located at 8 of Xinqing Road, the first Grand Canyon near the ocean bridge, is also targeted at community consumption.

All these signs indicate that these big retail enterprises have begun to "bullets" and "fly" in the battle to seize the position of the community. {page_break}

Flag of community department store

"Very" into the community must adhere to the service.

The so-called community-based department stores are different from the shopping malls in the business circle. The latter, based on the atmosphere of the business circle, can draw on a fashion element or idea, highlight their own business characteristics, enlarge their popularity and influence, and lead the trend consumers into shopping. But community department stores are different, and their consumption groups are mainly peripheral residents with relatively fixed nature. This requires that community type department stores should not only be based on their own business positioning, but also pay more attention to the consumption preferences and needs of the surrounding residents, so as to enhance the management level on the basis of satisfying the daily shopping of community consumers.

In the interview, the reporter learned that the department store at home must really work hard to succeed.

In recent years, the development of community department stores can also be said that the good and bad are mixed, and there are several happy and anxious situations. The new world Wangjing store, which has been opened for two years, is an example of successful operation of community based department stores. After nearly two years of development, the new world Wangjing store has achieved good business results. It has become the preferred place for residents to purchase in Wangjing. The shopping mall has developed 200 thousand members, with 30 thousand passenger trips per day, with annual sales of nearly 2 billion yuan, and the brand of the shopping mall has been rented for many years. Many brands want to enter Wangjing's new world, but suffer from the difficulty of finding a shop.

Talking about one-stop shopping in the past, it is easy to think of Jin Yuan's new Yansha MALL shopping mall, and now, in the new world Wangjing store, it can also meet the one-stop demand of the surrounding residents. In the new world shopping mall in Wangjing, reporters can see that there are many kinds of goods such as clothing, jewelry, cosmetics, shoes and hats, sports, household appliances and household appliances. At the same time, there are Korean cuisine, Japanese food, Thailand flavor, Taiwan flavor, old Beijing flavor, roast duck and coffee for customers to choose from, so that they can meet the needs of different tastes of customers. Besides, hairdressing, massage, changing clothes and printing are also the service items that new world department stores set up to facilitate customers.

However, industry experts do not think that one-stop shopping is attractive to residents. Take the Wangjing area as an example, the Fashion Plaza and Fang Heng square opened a few years ago are all one-stop shopping mode, but due to the brand and positioning problems, the current two business conditions are not satisfactory, they are in the process of transformation.

Shi Pu, a business expert, believes that in order to make shopping malls well, in the final analysis, it is necessary to attract customers with brands, and community type stores are no exception. In today's market competition is so fierce, "people have I have" is not enough, it is best to "people without me", differentiated competition is extremely important.

Wang Ying, executive vice president of the new world Wangjing store, said that Wangjing's new world is positioned as a life hall, emphasizing fashion life. They have been working on the introduction of brand names. Before they opened their stores, they made 100 thousand surveys of consumer brand awareness and purchase intention in Wangjing, and based on this, they planned their brands. Now they are constantly adjusting the brands that are selling well in the market, and will work hard on the introduction of big brands later.

It is understood that the Fangzhuang store, which is popular with residents in Nancheng District, is also a community department store. The store has distinctive features in the management of gold and jewellery brands, and many brands have "uniqueness" in Fangzhuang. Brand highlights sales promotion has always been an important way to attract customers and improve sales. Through famous brand promotion activities, they focus on promoting manufacturing selling points, attracting consumers' eyeballs with brand effect, and driving the double growth of passenger traffic and sales volume. Such as "gold low price storm" and "Gold Jewelry Festival" and other activities, through glamour thousand gold, Zhou Dafu, Lao Fengxiang, Ming card, Ryan, Dai Mengde and other brands, the charm of the joint promotion, to bring consumers to buy gold jewelry super benefits.

Experts pointed out that, in fact, these community type stores in the Beijing area were not very popular when they opened their businesses. After several times of industry reform, they gradually found their way. The brand was constantly enriched and their characteristics became more and more obvious. Some community-based department stores were dismal when they first opened, and a number of brands withdrew. After several brand adjustments, it finally came back to life.

In response, Guo Zengli, director of China shopping center industry information center, said that unlike current consumer goods such as clothing, such as urban department stores, community department stores should emphasize the importance of life and pay more attention to products with high purchase rate. The combination of regional department stores and supermarkets that run daily necessities can better capture the regional demand. "But this combination is only the initial stage, and the department stores should extend to the supporting consumer goods and adjust the goods."