Wang Rong: Shopping Centers Can Also Dig Deep Into Membership Needs.

Wang Rong, currently the director of Beijing Feng Lian Plaza commercial limited, has worked in the management and management of Shopping Center for 13 years, and organized the first shopping mall in Beijing in 2002.

"Self repair" made Feng Lian a membership shopping mall.

Reporter: in 2002, people in the market thought that shopping centers could not carry out unified membership management, nor did shopping centers dare to try to use a unified membership card and negotiate a discount with all tenants.

At that time, what did Feng Lian square think about it, so he had to make up his mind to do such a difficult thing?

Wang Rong: when Fenglian Plaza was opened, it should be said to be a formal shopping center, but it is more inclined to property management from all aspects of management structure and operation mode, because it is not a department store, but more leasing work.

At that time, there was no complete set of shopping center execution plan, so we thought at that time that we were going to do shopping centers, not department stores.

The core commodities in department stores are goods sold.

The goods sold in the shopping center are actually our shops.

Shops can continue to appreciate, this is what we want.

Therefore, we can not do shopping centres like general merchandise, because there are indeed differences in format.

If we are just like the property company, we will only do simple leasing and do not belong to the shopping center's own management system, so we do not know where to go.

Because Feng Lian Plaza is located in the outer street, which is a supporting commercial facilities in the business district, our customers are relatively stable, and there are nearly 500 thousand people in the office space.

Interviewer: but membership in shopping centers is quite difficult.

Wang Rong: at that time, I did not have much experience at that time, because unlike shopping malls, the shopping center was profitable by constant adjustment of rent, and we did not do a unified cash register, nor did we occupy the brand's account.

So how do we make a shopping mall which is different from department stores and is not the same as simple property leasing?

We finally chose membership.

Frankly speaking, after all these years, we also found that the membership system of shopping centers was hard, because its control over shops, shop workers and goods was not as strong as department stores, or attracted by the environment and lots.

When Feng Lian opened, the concept of brand flagship store and image store was not very strong. At that time, there was a bit of no road.

Then follow this train of thought and do it all the time.

Reporter: how many members are there in Feng Lian now?

How long does it last on average?

Wang Rong: now there are about more than 40000 valid members, because there are still some sleeping members. Sleeping members add up to seventy thousand or eighty thousand.

Under normal circumstances, our members should consume two times a month, two times a week, usually two or three times a month.

Reporter: how much is the proportion of members' consumption to non members?

Wang Rong: the average is about 40%, and the high store can reach 70%, and the average shopping mall is 40%.

Because our passenger flow is relatively stable, and frankly speaking, our passenger flow on Monday and Friday will be slightly higher than Saturday and Sunday, because Feng Lian is in a very pure business district. Why do we become members?

That is, we want to dig deep into the consumption of business people around us, so the proportion of members is slightly higher than that of general shopping centers.

Bind management and branding together.

Reporter: has this process been going smoothly?

Can all brands store well with the membership marketing of the whole shopping mall?

Wang Rong: at the very beginning when we were doing membership, we were the management of the shopping center, for example, our marketing department did promotional activities, and the operation Department followed up.

We did a lot of work, but we found the result was not very good.

We want to know why we have done so much work, but when customers come in, we do not know much about the activities of Feng Lian, and we are not very clear about our series of arrangements.

Later, we found that the real exchange between the first line and members and customers is actually the store managers and shop assistants of the 100 brand stores.

In this way, the manager has invested a lot of money and invested a lot of energy in activities, but the shop assistants and shop clerks did not realize that the customers were not aware of them.

Reporter: it seems that a little bit of his own door to do planning, implementation, not implemented to the scene.

Wang Rong: now we will hold a shop manager meeting once a month. Before the big events, there will be a store manager meeting. We will arrange mystery customers to check every shop to find out whether each shop assistant understands the recent activities in the mall and whether they can accurately convey the information to the customers.

Because we are not in Wangfujing, not in Xidan, there are no such large passenger flow, so every guest has to keep it.

When we are doing membership activities, we will bind the store managers and brands to do this together, so that we can promote the membership system.

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Reporter: when many shopping centers do membership systems, they will encounter such a problem. How can the cost of marketing be shared with the tenants?

Does Feng Lian have any good ways to share?

Wang Rong: this problem is very sharp, because when it comes to money, tenants will have ideas.

Our approach is this: we should implement the same size in the feedback of members' rewards. The management of the shopping malls will be fully responsible for the expenses. Some gifts can be provided by the brands, and the shopping malls will also buy some gifts, so that we can control the cost ourselves.

Therefore, the amount of feedback from all members is borne by the shopping malls, which is regarded as the annual business promotion fee of the mall.

The discount of membership card in the stores of Feng Lian is fully borne by the brand side. The discount membership card and brand store membership card can enjoy the same discount.

In this way, the two sides do not need to calculate the detailed account again. When the shops are sold well, the scores of the shopping malls will increase naturally to the members. The shopping malls should give more gifts and make greater investment in operation, and the running water of the shops will be able to go up, which is a process of mutual promotion.

Adjust brand portfolio according to member needs

Reporter: when member management is done, Feng Lian must have a good grasp of the commodities that members are interested in, so what method does Feng Lian use to master the members' thoughts, commodities of interest, gifts of interest, and services of interest?

Wang Rong: in early 2002, we used a shopping mall information management system. There are many management modules in this system, one of which is membership information.

Members will spend one thousand yuan on their membership cards when they shop at every store in Feng Lian square. The one thousand yuan will automatically turn to integral, and there will be a record in the background.

When we do data analysis, we will see how much the volume of a single pen is. If we find that the proportion of the single paction volume from 600 yuan to 800 yuan is the highest in these consumption data. When we inviting investment, we will recruit some brands with a unit price ranging from 600 yuan to 800 yuan, because they are most suitable for our consumers.

Because Feng Lian square is in white-collar area, not pure high-end customers, luxury goods are not suitable for Feng Lian square, Feng Lian also does not make luxuries, but doing low-end is not what we want.

We collect data through the information system, understand the members' most affordable price, so that the brand store can also achieve the best performance.

Reporter: with your experience, what changes have taken place in the interest of members in recent years?

Wang Rong: we have been exploring the changes of members. In the past, there were more clothing and clothing brand stores in Feng Lian square. But after digging the deep demands of members, we made some adjustments to increase the proportion of gift shops, and the proportion of clothing and clothing was getting lower and lower.

Because Feng Lian square is in the business district, some customers are members of Feng Lian, and also the chief executives of the company. They need to buy gifts for the company, but every time they buy gifts, they always have a headache.

Now we have Apple stores, Tissot shops and Tongrentang.

3C products, watches and high-end health care products are all required to purchase gifts from business district groups.

Over the years, Feng Lian has constantly combined its own scale and energy to pform our membership management ideas.

We can't do it well, so we can make use of the existing members' resources to dig out their deep needs and match the gifts, catering and functional products. This may be our experience over the past decade.