Jin Yuan, New Lufthansa MALL Fu Yuehong: Will Replace 10% Of The Brand In The Store.

"If the merchants are not profitable, the market will not live on the rent."

The parent company's new Yansha holdings entered the Xidan market system of the listed companies, and the sales and business profits of Xidan shopping malls increased by more than 20% last year. They continued to be in the forefront of the mainstream shopping malls in Beijing. These focal events that had great impact on the industry seemed to make Jin Yuan's new Yansha MALL.

Continue to adjust the brand to change the environment

It took only 3 years to make profits. Jin Yuan's new Yansha MALL broke the business rule that large commercial enterprises generally faced 5-7 years running in period.

In the case of daily operating costs and rents of more than 100 million yuan per year, the operating profit of Jin Yuan's new Lufthansa MALL is growing at an annual rate of 20%, exceeding the overall level of domestic and Beijing retail markets.

Last year, Jin Yuan's new Lufthansa MALL once again extended this growth trend, and the operating profit of store sales performance once again increased by more than 20%.

Regardless of sales performance, if the commercial experts' shopping center occupancy rate exceeds 85% is the standard of a successful shopping mall, the rental rate of Jin Yuan's new Yansha MALL is 100%, and the brand opening rate is 98%.

This data is also in the forefront of Beijing shopping malls.

Despite the secret of the success of Jin Yuan's new MALL, Fu Yuehong, general manager, just said that he should open a suitable shopping center at the right time.

But the fact is far from being so simple. Behind the success of Jin Yuan's new Lufthansa MALL, the mall is based on entity operation and continuously strengthens the achievement of this advantage.

In Fu Yuehong's view, the operation of shopping malls is not mysterious, that is, the process of providing consumers with appropriate products and providing them with the right commodities.

From the beginning of the business, the mall will conduct a market research every 3 months to understand the customers' consumption habits, and constantly adjust the layout of the stores.

At the same time, Jin Yuan, new Yansha MALL, began to hold seminars, asking industry experts and consumers, from their point of view to understand the deficiencies in the operation of shopping malls.

Among them, the most interesting one is "Jin Yuan's new Yansha MALL" seminar in the eyes of foreigners. Shopping malls ask foreigners why they like shopping in shopping centers.

At present, fashion, leisure and family consumption has become increasingly mainstream. The performance of some men and women in the market has been much worse than before. Jin Yuan's new Yansha MALL will focus on this trend this year, focusing on brand adjustment.

Fu Yuehong said Jin Yuan's new Yansha MALL will replace 10% of its brands this year.

In fact, upgrading the proportion of entertainment and leisure formats is a compulsory course in shopping malls in recent years.

Through constant adjustment, the proportion of entertainment, leisure and catering in shopping malls has been rising. It has increased from less than 20% to 30% in the first place.

In addition to continuing to enhance the brand, Jin Yuan's new Yansha MALL will also pform its internal and external environment this year.

It is learnt that the external environment of shopping malls will be responsible for the property owners of the shopping malls.

As for the promotion of store atmosphere, Fu Yuehong told reporters that the mall will employ well-known design companies to redesign the hardware links of shopping malls.

Internal strength is the guarantee of operation.

Format and brand are more close to the needs of consumers and the improvement of environment, which can make consumers feel firsthand, but the operation of shopping malls is not so simple.

The key to success is to better serve the business people and provide them with better products and services.

In fact, the growth of Jin Yuan's new Lufthansa MALL is not smooth sailing.

In the early days of opening up, due to difficulties in operation, in order to retain the merchants, Jin Yuan, new MALL, decided to implement the policy of preferential rent for cultivation period for the more than 600 brands to be settled in advance.

Moreover, even in the face of losses, shopping malls have not reduced the strength of property services.

From the opening up to now, Jin Yuan's new Lufthansa MALL cleaners and maintenance personnel have not reduced one person.

On the contrary, shopping malls are increasing free services.

Fu Yuehong told reporters that a few years before the opening of the business, many merchants paid rent according to the preferential policies of 25% off and 15% off. With the increase of passenger flow in the mall and the increasing sales of merchants, the rents gradually returned to normal levels.

In Fu Yuehong's view, this means that if merchants are not profitable, shopping centres will not "live" by collecting rents.

Behind the business and consumer recognized shopping malls is the result of the unremitting efforts of the management team.

"More internationalized" is Fu Yuehong's request for the operation team of shopping malls.

Though concise and comprehensive, it is not easy to achieve.

Fu Yuehong believes that Jin Yuan's new Yansha MALL is a large shopping center. Its operation is made up of brand merchants and malls, and their own work is to "knead" the two sides together.

It is worth noting that the operation team of Jin Yuan's new Yansha MALL is basically stable, with a turnover rate of less than 5% per person per year, which is the cornerstone of stable development of enterprises.

In fact, there are many temptations in the commercial field. Fu Yuehong has repeatedly refused the invitation from famous commercial enterprises both at home and abroad.

The leading example of the head office obviously exerts a subtle influence on every employee.

In fact, Jin Yuan's new Yansha MALL is more attractive to employees. For Fu Yue Hong, helping employees' children to contact private schools such as schools has become a part of her business.

She believes that the business service industry is a very localized industry, so every new year, festivals, shopping malls will prepare holiday products for employees, including rice, flour, grain, oil and so on.

Moreover, employees often work on weekends to work overtime in the mall. Jin Yuan, new Yansha MALL, has also been issuing tickets for them regularly, so that their families can come to the store for relaxation.

These factors may be the secret of Jin Yuan's new MALL.

Humanized management brings employees back to the mall with their work achievements.

According to Fu Yuehong, for Jin Yuan's new MALL, the huge labor volume is hard to imagine.

Keep a close eye on new things.

At present, Beijing's business has entered a stage of rapid development. Many new brands have come into the retail terminal of the capital city, but also bring many new marketing modes. Micro-blog marketing is one of them.

The micro-blog boom in Beijing shopping mall began last year.

At present, after the Zhongyou department store and Jun Tai Department store, most of the mainstream shopping malls in the new world department store and the contemporary shopping mall have already opened official micro-blog.

In the earlier shopping malls that opened micro-blog, there were more than 13 thousand fans in Chaoyang Joy City, and thousands of fans in Zhongyou department store, Jun Tai Department store and new world department store.

Fu Yuehong has always been highly concerned about the new developments in the retail sector.

However, like the online shopping that has been developing in full swing, Fu Yuehong always keeps "distance" from these non-traditional businesses.