Wang Jianxun: Good Management, Let The Market Have No Off-Season.

Special guest: Wang Jianxun, chairman of Jin Rong commercial city, Jin Rong International Light Textile City, Zhengzhou, Henan

Wang Jian Xun

A market can really attract.

Zhou Zhou: Jin Rong as a mature professional market, how to use the off-season hardware facilities upgrading?

Wang Jianxun: as a mature professional market, the upgrading and pformation of hardware facilities in the relatively low season is one of the daily tasks of Jin Rong's business city.

In 2010, we completed Zhengzhou.

Zhou Zhou: what aspects should we pay attention to during the two decoration? How should we pay attention to the layout of the market environment and atmosphere?

Wang Jianxun: after changing from the management type to the service type, the wholesale market of professional clothing has developed to the large-scale exhibition and trade market. Therefore, the hardware and software of the shopping mall must be promoted accordingly.

For the specific market environment and atmosphere layout, one is to highlight the category characteristics, the difference between the women's clothing area and the men's wear area, the arrangement of the jeans area and the shirt area are different, and the two is to make any move at any time, according to the characteristics of the four seasons and the market of holiday decoration.

As for the problem of harmonizing the personality of merchants and the common market, Jin Rong's commercial city and businessmen harmoniously coexist. One sentence is: preserving the commonalities in the personality, manifests the agglomeration effect, manifests the individuality in the common character, manifests the brand effect.

For example, we have a boutique Street in the women's clothing District of Henan Province. The brand and powerful women's clothing enterprises set up exhibition hall in this form, forming a good interaction with seven other women's wear streets.

Market management can not be simply understood as property management. It should be the pformation of management thoughts to business services, and every manager should become a consultant of business. This is "consultative" service.

First of all, professional knowledge training is carried out in various ways; secondly, Jin Rong business city and merchants as a whole, carry out bundled publicity and promotion, and use the internal publication "Jin Rong monthly" to propagate the products for free. In addition, Jin Rong has conducted comprehensive market research and information collection and management for the areas where the merchant's products may extend. In the areas where the occupancy is relatively high, efforts should be made to excavate the cultural connotation of the Yu pie clothing and publicize it, and adopt a face-to-face propaganda method for low occupancy places, and direct the merchants to go directly to various cities for publicity.

{page_break}

Jin Rong introduced an advanced management system to carry out dynamic data statistics and information tracking of the business situation of businessmen, and keep track of their needs at any time. When they found that there were problems in business and the sales performance was serious, they would send customer managers to help them solve difficulties.

Each customer manager has the marketing knowledge and rich marketing experience of the clothing industry, and when the merchant is in trouble, he acts as a special "consultant" for the merchant to solve the daily problems such as product display and inventory.

For special cases, an expert group will be set up for demonstration and guidance.

Zhou Zhou: when the market is adjusting to floors, categories, merchants and rents, how can we make the adjustment more smoothly, more smoothly and more smoothly? If we maximize the market efficiency, we can also maximize the profitability of our businesses and achieve a win-win situation.

Wang Jianxun: at present, the Zhengzhou commercial city has formed eight major varieties of women's wear, Zhengzhou trousers industry, wool weaving, men's wear, jeans, shirt necktie, knitted underwear and wedding photo material, with stable operation and obvious advantages.

Of course, there are some fine-tuning. We follow the principle of "full investigation before the event, timely communication in the adjustment, and follow-up service after the event", which is not only conducive to the service and management of shopping malls, but also helps to highlight the agglomeration effect and improve the profitability of merchants.

I think that in this industry chain, the customers who can really create benefits are terminal customers.

The most important should be buyers, consumers and purchasers.

Because only let more people like Jin Rong's clothes, like to come to Jin Rong, can our market and businesses get a continuous profit.

At present, Jin Rong has 30 thousand retail merchants. We have established the VIP customer service structure. At the same time, we have started training for the terminal retail guide, so as to improve the service quality and satisfy the customers.

When there is a conflict between businessmen and customers, we tend to be inclined to our customers on the premise of holding the principle of fairness, because customers, especially those coming from other places, are disadvantaged groups than Jin Rong merchants. Therefore, we should fully protect their interests so that they can really feel at home.

We have a very strict system of exchanging goods, and have opened a 24 hour service hotline. Any dissatisfaction with customers can be reflected to us.

We avoid damaging the interests of customers, in fact, to avoid the damage of clothing brands in the market, so as to maintain the brand of Jin Rong.

Zhou Zhou: what is the proportion of men's wear, women's wear, children's wear, down coats, sweaters, knitwear, home clothes, shoes and so on in the market? Are there any tendencies in the category planning? Are there any new ideas in brand positioning?

Wang Jianxun: Jin Rong trade city is the highest concentration Center for young women and middle-aged women in Zhengzhou. The two stage Zhengzhou trousers industry center of Zhengzhou commerce city is the only wholesale shopping center of trousers industry in Zhengzhou. The only wholesale base of shirts and neckties in Zhengzhou is the only wholesale base for Wedding Shirts and accessories in Zhengzhou, and the wholesale wholesale base of photo accessories. The three phase of the cowboy wholesale business in Jin Rong occupies 60% of the denim category in Zhengzhou clothing trade area. The Jin Rong men's wear area is the most popular and most concentrated area in the Zhengzhou clothing trade circle.

Jin Rong trade city supports the development of Yu style women's clothing enterprises and Henan school trousers, which has become 90% of Henan women's clothes and 1/3 of Henan women's trousers brands.

Its parent company, Henan Yu Fa Real Estate Co., Ltd. has gathered all kinds of resources, including investing in the construction of Jin Rong International Light Textile City, improving the supply chain of surface accessories, investing in three industrial industrial parks, improving the upstream production links, and jointly with design institutes and training institutes to cultivate design talents and hold press conferences.

Zhou Zhou: how do you define whether a brand can enter the market in the screening of merchants? Please introduce the following criteria.

Wang Jianxun: Jin Rong business city warmly welcomes the inspection and entry of domestic and foreign merchants. At the same time, Jin Rong Trade City inviting business according to market positioning and development.

After upgrading, Jin Rong will introduce high-quality merchants, such as factory outlets and marketing centers, provincial agents and brand operation companies.

Zhou Zhou: can we share the successful cases of market pformation in the past, or the successful cases that help business adjustment?

Wang Jianxun: Jin Rong commercial city three phase two floor before there are more than 100 pants business, and two phase pants industry center linkage effect is not good, after the introduction of brand underwear household clothing business, revitalize the two floor business.