NOVO Department Store, Link Crawford, Niche Shopping Mall Service Niche

In recent years, with the market segmentation, there are some "minority" in Beijing. Market "Consumers in these stores are not all people, but a specific group. The emergence of "small market" is an important supplement to large shopping malls. It plays an important role in enriching the market, and this is a new attempt, which is full of expectation for specific consumer groups.

　　 NOVO department store: soon after opening, many shops are vacant.

Present situation:

NOVO department store is located in Wangjing West Road, Beijing. It has been open for more than four months. The mall has its own elements and is the main customer. When we enter the shopping mall, we can see that most shops sell absolutely what the people like, and the personality characteristics of the products are very distinct.

It is understood that NOVO department store The business area is about 30 thousand square meters, and the main three categories of commodities are about 150 brands, targeting 20-35 year old "minority" customers. It has introduced dozens of brands into the capital for the first time through the operation mode of disguised self purchase and buyer's system, ending the history that consumers who need these brands can only purchase through purchasing.

Reporters at the scene saw that there were shops vacant on each floor while others were vacant. shops Discount activities are under way. Such as EVISU counters, this trend Cowboy brand from Japan is being promoted by 40 percent off strength. A consumer said that it had seen a leather bag valued at more than 3000 yuan a few months ago, and it only sold more than 2000 yuan after the discount. The brand's shopping guide also said that the new product made such a huge profit in the brand is rare. When the shopping mall just opened, it did not sell with discount as a gimmick, so it can be seen that the business strategy of the shopping mall is changing.

NOVO department store Beijing store is the second department store that NOVO group has in the mainland market after Chongqing store. NOVO is located in shops in Shanghai, Shenzhen and other places, mostly in the form of "store in store". Therefore, most of the NOVO in Shanghai and Shenzhen take rental property and appear as brand identity. The market participants often invest heavily in the overall publicity. NOVO only needs more time on the level of commodity sales. And when Beijing NOVO becomes Party A from Party B, it needs to carry out the banner of the overall publicity of the shopping mall and attract customers through its vigorous promotion. The difficulty of such work has obviously increased.

　　 Diagnosis:

Business people believe that if NOVO department stores can spend more money and store stores in Xidan or Chongwenmen, these shopping centres that match the location of shopping malls will probably save the late brand promotion in the mall. At present, the "minority" department store has not been changed in the obvious Wangjing business circle. If the mall wants to break the current bottleneck, the adjustment of its business philosophy is imminent.

　 New world women's department store: reopening and repositioning for one year

Present situation:

In May last year, after 33 months of preparation, new world women's department store was unveiled in Beijing with pet stores, women's books, and rare well-known brands such as HOLA, HOLA, Lavera, and grand LAN. Women's one-stop shopping, Zodiac talks, chef recipes and coloured drawing activities are attracting many women. It is said that on the first day of trial operation, its traffic volume has exceeded 30 thousand. But such a lively scene lasts for a long time.

Now, some changes have taken place in the new world women's department store. The modified women's department stores have expanded the business scope of the personalized shop. The products are mainly fashion, fashion and personalized clothing. The style is based on Japan, Europe and the United States and DIY accessories. The brand combination is not the general department store brand which is popular with the general public, nor is it the existing low-end commodity with the business circle, but the fashion personalized product is more.

At the beginning of the opening ceremony, the responsible person in the new world also said that regardless of female students, white-collar workers or housewives, the consumption demand of all modern women can meet the needs of women's department stores. It seems that the new world women's department stores are women in the whole year of age. But today, the new world women's Department of transformation has begun to embark on the fashion personality boutique route.

　　 Diagnosis:

Liu Hui, a business expert, believes that women's department stores must carry out "deep ploughing" of their brands. For example, the social activities in Beijing are frequent, and the women's clothing market is very large. With such a market, the first floor of women's department stores can be tailored for wedding photography or dress. In addition, women's works of art, women's food and so on also have greater room for development. If you can experience a unique one-stop professional female service such as women's coffee, women's art academy, women's food and women's beauty, you should attract many female consumers.

　 HQ Shang Ke: passenger traffic has been increasing slowly since its opening.

Present situation:

Last September, Wangfujing department store launched the "hQ Shang Ke" department store in the Zhong Kun square of Dazhong temple. It is reported that "hQ Shang Ke" brand is different from traditional Wangfujing department store boutique and mass department store positioning, mainly for young people aged 18-35. Because of the 55 years of operation of Wangfujing department store, its location and characteristics have been deeply rooted in the minds of many consumers. In order to reduce these effects, the new brand logo has been launched. {page_break}

It is reported that Wangfujing department store through a large number of research shows that the characteristics of fashion department store growth in the domestic space is huge, but Liu Bing, President of Beijing Wangfujing department store (Group) Limited by Share Ltd, but cautiously said, "hQ Shang Shang" brand's future will depend on its market performance.

From the reporter's visit to "hQ Shang Ke", the shopping environment in the shop is very good, some brands are also excellent, such as MANGO, Ecco, etc., but the shopping center as a whole, the discount is not big. Although the passenger flow has increased, it is still not ideal. Due to the construction of the outer facade of Zhong Kun Plaza, it also has a certain impact on the passenger flow of shopping malls.

　 Diagnosis:

Business experts believe that, because the location of "hQ Shang Ke" is located on the Third Ring Road, it is very ideal, and there is Carrefour in the Central Plaza, which to a certain extent brings visitors to the "hQ Shang Ke". And the Bell Temple is a growing business circle. With so many favorable factors, as long as the location of the mall is clear, the brand composition is reasonable, and the service can keep up, the personalized shopping mall for young people should be strong in time.

　 Lian Crawford: famous brand entry into Beijing is a bit of an acclimatization.

Present situation:

In Hongkong and other markets, the "buyer's shop" known as the trend vane, LC Crawford department store, even opened its first Oteri J store in Beijing.

Although Hongkong has been very successful, Lian Fu's operation in Beijing is not satisfactory.

Because of the high operating profit, the buyer system is the mainstream business mode of department stores in developed markets such as Europe and America, but this mode is a "niche" in the domestic department stores.

The buying system relies on the buyer of the retailer to buy off the goods, and its operating profit comes from the difference between the selling price of the commodity and the middle part. However, the market itself is responsible for the sale of goods, and the goods that are not sold well can not be returned to the incoming manufacturers.

However, the market has many advantages in its own products, and the buyer system is likely to play a big role in the future department store industry.

　 Diagnosis:

Business experts admit that apart from some large department stores, the voice of the entire retail channel is dominated by large brands. This has led to a marked increase in the prices of many domestic goods. This has adversely affected the transformation of China's economic growth mode. Therefore, in order to get rid of this adverse effect, the possibility of a prosperous buyer's shop will exist in the future.

From the present point of view, some of the existing "small market" in Beijing do encounter difficulties like this, some of which are not acclimatized, others are ambiguous, but there is nothing wrong with the direction of the "minority". Only when we are doing the concept of "small group", we must not define the concept broadly, but define the following concepts. From the Renaissance mall, Sanyou department store and other "niche" shopping malls, which focus on middle-aged and elderly consumers, their experience is not only to strive for perfection in goods, but also to strive for improvement in services. Only in this way can we have bright prospects for the "small market" in Beijing.