Take Stock Of Zhengzhou's Major Department Stores' New Strategy Of "War State"

In the early 90s of last century, Asian and Central Plains state-owned commercial predators launched a melee. Department store The collective siege, Asia's strong recruitment, and a few department stores are also not to be outdone, competition has become white hot.

"That commercial war is the climax of Zhengzhou's business history, and it is also China. business A classic. At that time, the vitality and fierce competition of Zhengzhou's commercial enterprises were rare throughout the country. Up to today, there are no more commercial battles to be fought so cruelly, and no service of one enterprise can match that time. " Recalling the situation at that time, Shi Pu, a professor at Henan University of Economics and Law, gave a very high evaluation.

"The average Zhengzhou business war is ten years." After two commercial wars, Wang Haijun, deputy general manager of Bauhinia department store, said. Nowadays, the Central Asian commercial war caused by Asia has become the memory and symbol of an era. With the competition of WAL-MART, Hongkong new world department store, big RT mart, thousands of department stores and other international and domestic business giants, the new round of business drums is also coming to an end.

Opening in the Warring States Period

After the first commercial war, Zhengzhou Retail Towards recession. Up to 1997, Denis, a Henan shopping center and Taiwan funded enterprise, opened in Zhengzhou, the second spring of business in Zhengzhou, and entered the era of private and foreign investment.

At this time, foreign capital in Zhengzhou business has also been active. Beijing Hualian has settled in, and Parkson has gone to the market. Central Plains business started a close hand fight.

Compared with the first commercial war, the business strategy of this period was tame. After the news of the Chinese Federation's entry into Zhengzhou, it did not encounter the cold face of the local businessmen. Hualian claims to learn from retail businesses in Zhengzhou, and Zhengzhou's colleagues talk about "win-win".

During this period, the concept of "win win" and "dislocation operation" were put forward, which provided a reference model for the development of retail industry afterwards.

Competition upgrading

With the constant escalation of business competition, Zhengzhou's anticipated "third business war" has been waiting for a long time, but it has not yet seen an outbreak. The industry speculated that the subsequent commercial war would become a norm, but more moderate.

This is also true. In the homogenization of the department store industry, people are unwilling to fight hard to fight. As a result, dislocation management is getting louder and louder, and stores are offering their magic weapons to try to stabilize their position.

Denis's people's store demonstrates its strategic view with the attitude of entering luxury goods. In recent years, the store has been constantly adjusting the brand in the shopping mall, the brand has become more high-end, and there has also been the talk of fading out homogenization competition.

Big business New Mart Zhengzhou general store used marketing to start the campaign. Time marketing, precision marketing, alliance marketing, cultural marketing and other means in an endless stream in its marketing history, and have been repeatedly broken through.

The golden bull store, which belongs to the big business group, has a new way to put forward the concept of "quality shopping and happy shopping", concentrating on the advantage brand, focusing on marketing, realizing differential competition, and finding its own position in the existing competition pattern.

After two fierce commercial wars, the Bauhinia department store established its own concept of "gift department store" according to its geographical advantages. Avoid routine competition.

The road that has always been obscure is playing the signboard of the members. The multifunctional VIP member center on the 6 floor of the Garden Shopping Mall is the largest in Zhengzhou.

The new Hongkong new world department store, with its strategy of "personalization" and "humanization", puts forward the concept of respectable shopping.

The market is always unpredictable. In this era of playing capital, who can become a new commercial helmsman? The answer is hard to say who can become the biggest black horse, who will be in the extreme and who will be suddenly exhausted after long silence. Next, let's take a look at what competitive strategies the Central Plains commercial enterprises adopt in the new situation to cope with more powerful competition.

Big business New Mart Zhengzhou head office: marketing is king.

If we want to distinguish between offensive and defensive business in the Warring States period, this shop must belong to the attacker.

Because this store's strategy is marketing, absolutely active marketing, with a little aggressive taste. To a certain extent, marketing is the synonym for this shop.

Marketing is king

As more and more department stores enter the Central Plains, the competition between businesses is surging. The marketing activities embodied in front of consumers are like a pot of warm water. They are far from the bustle of business competition in the early 90s of the last century. They fall into a specific way of doing business: department stores are doing their own business, and several marketing tools such as discounts, purchase gifts, rebates and so on are repeated repeatedly.

Dong Hongwei, deputy general manager of Zhengzhou general store, said: "the market is weak, and the lack of" technical content "price war can no longer meet the needs of the new market environment. If we want to seize the hearts of consumers, we must constantly inject fresh feelings into them.

In the retail business field, the big business New Mart Zhengzhou head office officially opened in early 2009 is an earlier department store in Henan business, which has been used in many ways such as time marketing, price marketing, commodity marketing, precision marketing, focus marketing, three marketing, service marketing, alliance marketing, cultural marketing, public welfare marketing and so on.

"Head office aims to stimulate consumers' enthusiasm through innovative marketing, enhance the overall image of Zhengzhou's business, and let all department stores compete for a higher level." Dong Hongwei, deputy general manager of Zhengzhou general store, new business mart, told reporters.

Disadvantages and benefits

For big business New Mart Zhengzhou head office, single product depth marketing and cross-border alliance marketing are not uncommon in the industry, but the creativity that can make activities is full of skill.

For example, when he accepted the Denis voucher, the new Zhengzhou Mart store focused on the eyes of the media and consumers, and promoted the advertising time to the operational level of social news. Although most people in the industry think that this is a "dangerous" and "Crazy" act, it can not be denied that it has gathered unprecedented popularity for big business New Mart Zhengzhou head office.

Compared with the high profits, the marketing investment of big business New Mart in Zhengzhou has always been questioned by the industry.

However, with the help of such marketing activities, the Zhengzhou general store, new business mart, has reduced the new store's three years' store period to one year.

An industry expert believed that, regardless of the market profit and loss, from the marketing effect, big business New Mart Zhengzhou general store is very successful, each marketing can quickly gather popularity, to achieve the purpose of enhancing popularity and popularity. "They can quickly enhance their popularity through the success of their activities and penetrate in later consumption." {page_break}
 

Denis people's store: more high-end positioning fade away competition

Denis people's shop is an old overlord in Zhengzhou's commercial Warring States period.

But in recent years, the store has been constantly adjusting, introducing a large number of international first-rate luxury brands, such as Ferragamo, Cartire, GUCCI, Armani, Anna Sui, Benefit and other big names, which has added some strength to Denis people's store.

In this regard, Denis, general manager Cai Yingde said that in the future Denis people's shop will take the high-end line, in order to avoid the department store industry's white hot competition.

After reloading, Denis people's shop was promoted at a high level in Zhengzhou's commerce. Relevant data show that in the field of cosmetics, Denis people's store's performance and strength in the country's thousands of department stores, stand out in the top 11.

Focus on brand promotion

Denis emphasized more than once that Denis learned from the advanced merchandise management mode of foreign department stores and focused on the brand promotion of commodities. This marketing mode has played an important role in the promotion of Zhengzhou's commercial brand.

Facts have proved this point, due to Denis's attention, the people's shop cosmetics brand line-up in the province no one can achieve.

The Denis people's store is also very clear about their advantages. The 7 year cosmetic Festival has made it famous, and it has more influence every year. This is an indisputable fact.

Now, on the first floor of the shop, the brand name of the cosmetic area after adjustment is a very famous brand both internationally and domestically. The cosmetic festival of the store has become a reserve item, and every year it will also be promoted.

Positioning high-end

"High-end is the bottom line of the people's shop." A person in charge of the shop claims. Department stores have great competition pressure. Before they do activities every year, they want to talk about brands with manufacturers. They all hope to launch the most preferential activities through holidays. In the future, this kind of pressure has been reduced. Denis people's shop has already had enough courage to stop gathering and do activities, and will launch unique activities on the basis of combining its own brand.

Big names have a lot of appetite. Unlike some ordinary brands, international brands tend to be much more likely to enter the field, and do not do activities easily. How to let these big brands down their shelves and take part in activities is no longer the most tempting thing for consumers.

To this end, Denis people's store conducts marketing adjustment, focusing on the introduction of newly introduced international products, offering special offers, and introducing brand stories, creating the atmosphere with the stories behind the big brands, creating consumer loyalty to the brand.

Denis garden store: amplifying the value of women

Denis garden is known as the highest department store in China, and its performance has always been good. In 2010, its turnover ranked third in the same city. The first is its own big brother, Denis people's shop, and the second is Jin Bo da.

As a department store, it is hard to achieve such a success, but it is not hard to imagine that Denis group, which has high hopes for this store, has given enough support.

When it comes to business strategy, Jiang Yingtao, the manager, uses only a "stable" word, which is surprisingly consistent with the general manager Cai Yingde of Denis.

Perhaps this is Denis's commonality and idiosyncrasy.

Marketing without competition

Jiang Yingtao said, in the Denis system, there are few marketing activities, but as long as marketing is done, it is bound to be a lot of work. Take the garden shop, the coupon activity is only once a year, only for members, and not more than three days, but the strength of the coupon is unprecedented.

"Activity is only temporary. It will only cause greater harm to enterprises by activities." Jiang Yingtao said that any enterprise is to make money, no matter what way to do activities are for greater profits, discount, but also make consumers more sensitive to the price than the value of the brand. Denis built his own holiday according to the needs of consumers, so as to reasonably manage and guide consumers and cultivate consumers in the same industry.

When it comes to the competition between the big business New Mart and the Zhengzhou general store, Jiang Yingtao said that the two stores had been in the wrong position, and the main business department of the big business main department was a boutique department store, while they were mainly popular department stores. They did not compete on the same floor. The duplication rate of the two shops was not more than 35%, keeping them in a safe range.

Jiang Yingtao said, "do not imitate others. Only those who are suitable are the best."

Amplifying female consumption value

In terms of its own business development, the steps of the garden store are also consistent with the people's store: amplifying the consumption value of women.

Jiang Yingtao told reporters that the garden store will undergo a major adjustment this year to revoke its 13 floor supermarket and return the floor to department stores. After adjustment, women's clothing will continue from the 3 floor to the 7 floor, which shows its importance for female consumption.

In the department store industry, there is always a saying that "ladies get the products". Opening a sales record of any department store, women's consumption always surpasses and leads men's consumption. To some extent, this large-scale transformation of Denis garden is regarded as a "tribute" to female consumers. This is only the "increase" of the surface, and the promotion of the brand behind it is the core.

Jiang Yingtao also made no secret of his ambitions after adjustment: "this year, the goal of the garden shop is second, and the first one will remain the people's shop." In order to confirm the strength of the garden store, he added: "in the first quarter, we had surpassed Kim Boda and ranked second. So this goal is not difficult to achieve. {page_break}
 

Kim Boda: creating value with membership

In 2010, the marketing revenue of Jin Boda was second, and the first one was the Denis store.

In this huge commercial empire, Kim Po DA has always maintained an attitude of no urgency.

As a relatively old department store, Kim Boda has always been a good judge, but there are no special tricks. But the "new product enters the store experience" and the "member day" marketing every Wednesday has created a lot of value for it.

Advocating quality shopping

Mao Jingjing, director of marketing department of Jin Bo Da, told reporters: "nowadays, most people shop in addition to meeting the needs of material, more are seeking satisfaction. Most of the business activities are based on the operation level of the shopping mall, and the customers' needs are overwhelmed by the details and cumbersome procedures, and they lose the most essential pleasure of shopping.

Therefore, in the course of its operation, the company has been playing the banner of quality shopping.

Mao Jingjing said: "Jin Boda's marketing pays more attention to deep marketing and meticulous marketing: customers expect new models and expect different collocation ideas. Jin Boda started preparing goods early in the activity. Customers expect honorable service, Jin Boda puts forward one to one VIP service; customers expect fresh shopping experience..."

Enlarge membership value

The homogenization of brands between department stores can not be avoided, and marketing means are common. Therefore, a smart department store will realize differential competition through the difference and emphasis of brand goods and preferential policies, so as to identify its position in the existing competition pattern.

Mao Jingjing said: "at present, the values of consumers are changing from low consumption to quality consumption. The first foothold of customer purchase behavior is always commodity, and the competition of business should return to the commodity itself instead of the more fierce price war. Most of the key brands are discounted all year round, and their regular customers are not sensitive to discount changes. They are more concerned about the quantity and time of new stores, so goods can also become an important means of feedback. Therefore, we pay great attention to the customer experience marketing of new products to stores, dig deep into the potential of members, and do a solid and deep marketing.

"For the department store industry, marketing is a priority. In addition to the company's marketing, the key categories and businesses have launched a single category and single event activities. Member day marketing is also an important means. We pay great attention to the marketing of "member days" on Wednesday, which has contributed a lot to our company. Mao Jingjing introduced the marketing of this shop.

Department store in Central Avenue: orphan shop template

In the central section of the middle road in the middle part of Huayuan Road, there is a big brother right garden department store in the south. In the north, there are big business shops and Denis garden shops eyeing, striking the two sides of the crowd, sitting on the huge parking spaces of the square, and sticking to the positioning of the middle end and the people, who have lived An An quietly and have no competition.

In fact, it is nearly 15 minutes away from the southern Bauhinia business circle and the northern Huayuan Road Agricultural Road business circle. These 15 minutes, perhaps this is the embarrassment that the central road has to face in the development, and also becomes the crux of her "passing by". In the entire trading process, the right way central is facing how to support its own passenger flow.

Dislocation operation

In December 2005, Zheng Dao garden officially hosted central department store. That year, let Zhengzhou reconsider and focus on the obscure way.

Founded in the early 1950s, the state-owned enterprise Garden commercial building, in 1999, through the successful transformation of the shareholding system, began a new journey.

This way, in March 26, 2004, the central department store of central group entered Zhengzhou. The industry believes that the North District is the most powerful consumer area in Zhengzhou. What is more enviable is that at that time, Denis garden shop and big business general store had not yet opened, and there was no large shopping center in its three kilometers radius.

However, the central department store did not enjoy the favor of the market. At the same time, some commercial enterprises in Zhengzhou began to control suppliers. Central department stores urgently need to introduce new capital or management.

During this period, the garden of the right road, which had been calmly watching, was launched. For the garden of Zheng Dao, the area of more than 1.5 square meters is limited by the presence of the brand, and there is still a shortage of parking space. After taking over the central department store, in order to avoid competition in the same industry, the central road is being held as a "middle end, close to the people and the general public" department store.

Avoid "passing by"

In 2008, Denis and big business opened, and the business circle moved northward, which brought some impact to the central road. But Liu Xinyi, director of Department planning department, Central Avenue, said: "competition is a good thing. It can complement each other, and more importantly, it brings together passengers."

Positioning the middle end avoids close combat with the right garden, big business store and Denis garden store. Large discount and crazy membership activities make the Central Avenue slowly gather its own passenger flow; parking large parking lots of 400 cars can also be achieved by the surrounding shopping malls. According to Liu Xinyi, the business goal of central department store in the first quarter has been completed, and it has a two digit growth rate.

However, 15 minutes' journey is the embarrassment that the central road has to face: walking too far and driving too near. After visiting the big business, the 360 square and Denis, they would not like to run another intersection. And after visiting the Bauhinia mountain, I do not want to run any more. Some customers are outspoken. Even some customers say that they have been "passing by, but never entered".

Today, the central department store has gone through 6 years of development. As the only middle grade department store on the Garden Road, between the Bauhinia business circle and the Huayuan Road Agricultural Road business circle, it is a superposition effect or a forgotten corner. Nevertheless, the business model of the isolated shop is worth exploring and exploring. {page_break}
 

Right way Garden: low key ahead

In Zhengzhou commercial department store, the garden of Zheng Dao is not so intense and intense, which is very consistent with its consistent low profile. Stability is the most impressive impression it has left. In other words, from the marketing point of view, the right way is the "defensive" player in the commercial Warring States period.

When other commercial advertisements in Zhengzhou invade every corner, the right way is somewhat "inappropriate", and few publicity and promotion are like the perennial style of the right garden.

"Shopping centres only need to let those who know know about it, and do not need to advertise in a big way." Zhang Shoujun, manager of Planning Department of Zheng Dao garden, said.

Membership is the core.

In the Huayuan Road business circle, from the agricultural road to the Bauhinia mountain, the most competitive commercial giants such as DAC, Denis and so on are scattered. The same high-end positioning, boutique route, in the close combat of the right way garden to win customers?

"We mainly rely on members, and the income of the right road garden 70% comes from members." Zhang Shoujun said frankly.

He said that in the homogenization of business brands today, to achieve differentiation, only to provide different services.

Zhang Shoujun has always stressed the importance of doing a good job of membership service.

Especially in the upgrading and upgrading in 2008, due to renovation, more than ten thousand members were lost, and through the search for one year in 2009, the authentic garden again found the former members back.

Now the membership of the garden is about 200000, of which more than 50 thousand are active cards.

The 1100 member square garden member center is the largest member center in Henan commercial retail enterprises, and is also the most comprehensive.

If the total area is less than 20 thousand square meters, more than 1000 square meters will be taken as the member center. This may be the best annotation for member services.

"All our work is guided by consumer demand, and our service is formulated according to our brand needs." Zhang Shoujun said.

Hardware upgrade

However, providing good services is an important part of the hardware environment, but the area of more than 10 thousand square meters of the right garden is obviously not dominant. Besides the small volume, the supporting facilities are not perfect, especially the parking lot in front of the door is very small. This has been the weakness of the right garden.

In order to provide high quality services, the rectification garden was upgraded in 2008. It not only expanded the area, but also made a three-dimensional parking lot to make up for the short board.

However, in some industry circles, the area of renovation is limited, while the stereoscopic parking lots are more like chicken ribs.

"The right way garden is just good at the bustling area of Bauhinia park. From its location, shopping malls and supporting facilities, popular department stores should be more suitable for them, and its sister store central may be more suitable for making boutique stores." Insiders speculate.

Parkson Shopping Center: embarrassment change

Zhengzhou Parkson Shopping Center (hereinafter referred to as Zhengzhou Parkson) is located on the gold shopping line of Zhengzhou central business district.

Parkson, as the 500 largest retailer in the world, has an advantage in economic strength and management. This business tycoon with foreign capital has been linked up in many cities across the country and has made good progress. But the development of Zhengzhou Parkson has not become a benchmark for Zhengzhou's department store because of its distinguished family status and excellent location.

Not acclimatized

"A shopping mall is repeatedly changed, and shut down is a commercial taboo. It is the" fatal wound "that Parkson once again opened. One industry believes that.

Parkson's predecessor was Zhengzhou Hui Long City Shopping Plaza. For many reasons, it opened up soon. After that, he changed his mind three times. It experienced many ups and downs.

In 2005, Parkson joined hands with the Dragon City, hoping to open up the gap leading to the Central Plains market.

However, due to the twice closure of Hui Long City, Parkson has been unable to form a marketing sensation in the early stage of commercial opening.

In particular, after Parkson's low-key admission, brand investment has been blocked. We had to import some brand suppliers from Beijing to save the market.

But after half a year's market operation, most of the exclusive brands imported from Beijing appeared to be "unacclimatized" in Zhengzhou. It is hard for consumers to accept these new faces at a time. After a few months of operation, some of their brands have failed and some brands have withdrawn from the Henan market.

Repeatedly shutting down, the brand is not in place, and personnel repeatedly change, to the golden age of development in Zhengzhou Baisheng fatal blow.

It was not until 2005 that Baisheng group was successfully listed in Hongkong that it injected a shot in the arm for the development of Zhengzhou Parkson. Some suppliers began to spread olive branches to it.

In the second half of 2006, after a series of brand adjustment, layout adjustment, personnel adjustment and marketing activities, the popularity of Zhengzhou Parkson is rising, sales figures are rising, and the whole business management is improving day by day.

Repackaging

"We have renovated the first floor after a few days, and I have not slept all night." Parkson planning department, a Yang surname manager, said in an interview with reporters.

Parkson is reopening?

"Now we are decorating it as a whole, this time it is installed on the ground floor. The first floor is ready for re opening. The third floor is being installed. Our four floor is likely to arrive in 6 and July. " Four floor, a men's clothing brand counters a Jia surname personnel.

Parkson Shopping environment has always been criticized, the salesperson said, Parkson's environment is not too good compared to other shopping malls, hot summer, winter is too cold, so many customers do not want to come.

In terms of its own brand, Parkson's popularity and brand are stronger than some shopping malls with the same fashion department. The frequency of activities is relatively high, and the discount strength is relatively large. In particular, the large volume, the appearance of the style and the larger parking lots have won a lot of popularity for them, and upstairs gym and movie city can also attract many consumers for shopping malls. But the environment and layout of Parkson in Zhengzhou have never been promoted. The brand effect has naturally become worse, like a declining noble, a bit embarrassed and helpless.

Perhaps Parkson in Zhengzhou has realized that the environment has become a handicap in the development of shopping malls.

According to the salesperson, after renovation, the four floor of Parkson will be reintegrated, and large brands such as the company will also be introduced.

On the 3 floor of the elevator, the Parkson banner is very eye-catching: please wait for the beautiful decoration. {page_break}
 

Beijing Hualian: how to operate "BHG"

In 2002, the Hualian Commercial Building in Beijing entered the Henan market and was placed in the 27 business circle, the most important business area in Zhengzhou. Now, the Beijing Hualian, which has just entered the 9 year, has transformed into BHG fashion department store. What has changed behind the name change?

"Night + coupons" promotion

When Beijing Hualian entered the Zhengzhou market, Zhengzhou business was still "Dan Jin" with the times, that is, the confrontation between Kim Bo DA and Denis. Before the Beijing Hualian entrance, Jin Bo insisted on the lottery marketing. Denis favored playing gifts. Beijing Hualian came and brought back the coupons. Beijing Hualian, with its stubborn "night fair + coupons" promotion tool, with "short, flat, fast, ruthless" operation techniques, has repeatedly achieved great success in major festivals promotion, and has attracted a relatively loyal consumer group.

Since the Beijing Hualian took the lead in Henan, great changes have taken place in Henan's business field, such as the increasing number of formats and expanding business circles. International and domestic chain enterprises are constantly paying attention to Zhengzhou and so on.

Beijing Hualian is located in the center of Zhengzhou's traditional commercial space, the 27 business circle, which is very close to the railway station. The flow of people is great.

In such a fierce atmosphere, Beijing Hualian, as an external chain enterprise, began to be somewhat unacclimatized. Zhang Xiaoxia, general manager of Beijing Hualian Commercial Building, once sighed in an interview with the media: "one is squeezed by the local mature department store market." The two is the terms of trade with suppliers, because the first chain enterprise in Henan has a running in period with suppliers. The three is the collision between management philosophy and local government from Beijing. Four, there is no timely adjustment.

New brand problems

Zhengzhou Hualian, which is separated from Beijing Hualian Road, is located in the two shopping arcade, which is dominated by fashion, which is sure to confuse consumers. In 2010, Beijing Hualian was transformed into "BHG fashion department store", but the brand awareness was not so strong that many times it needed to use the "BHG fashion department (Beijing Hualian)" to call Beijing Hualian.

From the somewhat old-fashioned "Beijing Hualian" to the elegant "BHG", there is not much publicity and advocacy. Suddenly, a low-key turn is a bit of a puzzle.

The emergence of BHG, as an opportunity for Beijing Hualian to rebuild its brand image and create a new image, hopes to give consumers a new image.

Hong Tao, a professor at Beijing Technology and Business University, believes that behind the urgent need to transform and highlight the encirclement and establish a new brand and new image, if the service and positioning remain on the previous standard, it can only be a new wine in a new bottle. On the basis of maintaining the basic characteristics of services, enterprises need to adapt to the needs and bring forward new features and contents. That is to say, only changing labels is useless. Enterprise innovation shows not only the change of brand, but also the change of substance such as service and commodity structure.

Bauhinia department store: unique positioning

The Bauhinia department store is a conservative in the Warring States period. So this store likes to use the word "survival of the fittest" to evaluate itself.

When talking about the current marketing strategy and orientation of the store, deputy general manager Wang Haijun mentioned the word from time to time and told reporters that it was the phrase that helped the Bauhinia department store find its own position - "gift department store", thus stagger the competition of department stores.

Seek stability

The Bauhinia department store has chosen a strategy of steady and steady progress. With other major boutiques and popular department stores, its positioning is very unique. The concept of "gift department store" is only one in the Central Plains.

Wang Haijun told reporters that this strategy is the result of two fierce commercial wars and the wave of the sand. "Business is the most popular industry, but it is also the fastest industry in the elimination process. After 98 years of department closures and 04 years of acquisitions, purple hundred survived, and according to its own characteristics and location advantages, the concept of" gift department store "was determined.

Since then, Bauhinia department store has further delineated its own consumer market through market segmentation, aiming at its own target public, and put forward the marketing concept of "no marketing, no sales", striving to give full play to its advantages in the target market and achieve dislocation competition.

Dislocation marketing

For the current mainstream trend of commercial war in Zhengzhou, Wang Haijun believes that the business war in Zhengzhou can be regarded as fierce in the whole country, and the more intense the competition, the more advanced the marketing means. The sales promotion pattern is constantly being renovated, and the forms of brand reception, purchase gift and coupons are constantly upgrading.

But for the Bauhinia department store, no matter how tit for tat about Zhengzhou's shopping malls, how fierce the price war, the coupons war and the advertising war are, the marketing activities always adhere to the preferential treatment to the reality, do not kitsch, do not blindly follow, and do wrong marketing, this is its consistent marketing strategy.

The most outstanding event of the Bauhinia department store is the annual Thanksgiving Day event. It is a great business in Zhengzhou. The "friends' reception and expert services" and the "four services" (a greeting, a gesture, a drink, a smile) have been accepted by the customers. In this regard, Wang Haijun explained: "although the business is constantly changing and constantly innovating, sincerity can not be lost. The brand accumulation of Bauhinia department store in the past 28 years is not easy, and in the commercial competition of brand homogenization, customers value the added value and service of products. Therefore, we have always advocated the concept of "noble consumption". {page_break}
 

New World Department Store: personalized start

Hongkong new world department store is a new participant in this Warring States period. Although not yet officially opened, it has stirred ripples in Zhengzhou's business.

Although the people in Zhengzhou do not understand this department store, the most famous service in other provinces and cities is its perfect membership service.

According to Wang Kaimin, general manager of new world department store Zhengzhou, the new world department store VIP hall will be the best environment, the most complete facilities and the best service center in Zhengzhou.

However, a department store can not rely on one advantage only if it wants the recognition of its customers. When we first arrive in Zhengzhou, we need to re accumulate our membership resources. Is the new world store facing the eligibility of our peers? Can this strategy work in the early days?

"Humanization" strategy

As a result, the new world department stores try to attract consumers by "humanization".

According to a person in charge of the new world department store in Zhengzhou, in Zhengzhou shop, the whole floor is decorated with garden greening. Each floor will have a rest area, which can be used anytime and anywhere. Even the bathroom design is built according to the five star standard.

"In our view, shopping in the mall is a relaxed and enjoyable process, so when we design, we should give full consideration to people's psychology and behavior, and decorate the rest place with more artistic things while planning the main brands of all floors. From the decoration style, store layout, display of goods, even the subtleties of vision and hearing, it will be different from other major department stores in Zhengzhou. The person in charge said.

But insiders say this looks interesting, but some illusory ones still do not seem to be enough to impress consumers.

Creating "personalized" department stores

New world department stores also put forward the concept of creating "personalized" department stores.

Wang Kaimin said: "the domestic department store industry can not always be plagiarized and imitated. The phenomenon of homogenization will be replaced by innovation. In the next 3~5 years, the department store industry will usher in a phase of elimination. The profit model is not based on joint operation or self employment, but on the ability to assemble commodities such as general merchandise and clothing, as well as the grasp of the speed of change in popularity and the upgrading of supporting software other than goods.

In this regard, he explained the meaning of "individuation": "the relationship between shopping malls and suppliers will not change, but only to mold their personality." Based on this, more than 20% of the new world department store is renting.

This strategy coincides with the popular "MALL" mode, but it is not easy to say whether this mode can improve the business performance of the shopping mall compared with the new world department store itself.