Beijing Xidan Business Circle: Staged Micro-Blog Marketing Platform

　　 Xidan business circle It is Beijing that has a long history and cultural background. Merchants It is a gathering place. It is also known as the three traditional commercial district of Beijing, along with Wangfujing street and front gate fence. The shopping malls are very densely packed and have a very rich format. There is a 81 year old shopping mall in Xidan, which is accompanied by a lot of middle-aged and old consumers. There are more than 10 large department stores such as Zhongyou department store, Jun Tai Department store, Huawei and joy city. Among them, the only shopping mall in Xidan business circle, Xidan Joy City, is a favorite place for many young people. There are more than 300 excellent fashions in the joy city. brand In France, such as GUESS, Folli Follie in Greece, MUJI and UNIQLO in Japan, young friends can buy a popular front equipment without spending too much money.

　 Don't worry if you are tired and hungry.

Getting out of the subway station or taking a bus close to the crossroads near Xidan will soon be infected by the fashionable business atmosphere and noisy and exciting. The young people who pass by dressed are dressed in fashionable fashion, giving people an exciting youth and vigor. This is also the place where many fashion photographers in Beijing are shooting. There are not only fashion trends but also culture, and the Xidan book building near West Chang'an Avenue is one of the largest and most advanced book retailers in the country. Many customers who go shopping will buy some books and bring them home. Tired of shopping, the food and leisure facilities of Xidan commercial street are also "giving power". The movie can go to the Capital Cinema of the ten floor of Xidan Joy City, which is built in accordance with the five star standard, with 13 offices and 1722 seats. There are also different kinds of water bar and dessert shop on the commercial street, which often surround consumers. Whether it is fresh elements, tea, COLD STONE or ban ban water, mango mango, have become lovers dating, intimate talk about the comfort of choice. The delicious food combination in the joy city is also full of international norms, and has become a delicious topic of conversation among white-collar workers in the office. Hong Li Restaurant, Thailand style Banana Leaf Restaurant, Italian leisure bar Bella, Australian style chafing dish bean fishing room, Japanese cooking Yuan green sushi, Korean food big long today, Hongkong characteristic food great joy...... People often advise people to plan their favorite taste buds first.

　　 dialogue

　　 Shopping guide Members will try new products and upload QQ space.

Reporter: 81 years, what changes have taken place in the positioning of Xidan shopping malls? What are the future plans?

Yin Aqi: the four major shopping malls in Beijing are located in the public fashion department store. Only one of the Xidan shopping malls is now available. In December 8th of this year, Xidan shopping center had spent 81 spring and autumn seasons, and the location of shopping malls also changed a lot. In 2003, Xidan shopping center tried the location of "boutique department store". However, according to the introduction of high-grade positioning brand, the customers in the mall could not buy the goods they needed, resulting in a decrease in passenger traffic and a sharp decline in sales. Later, Xidan shopping mall returned to the positioning of "popular fashion" according to the actual situation, that is, the combination of tradition and fashion. Insisting on this positioning is very difficult, because now the business format is very rich, as a business area of only more than 30 thousand square meters of old shopping malls, first of all, the hardware environment is a disadvantage. When the capital, energy and scale of enterprises are very limited, we must concentrate resources to achieve the key objectives. We have also visited the French department store, the department store in Messi, USA, and found that the old shops in developed countries are also very dynamic. Old stores have their own history, classic stories and profound culture. These are the advantages that new stores can not match. The slogan of Xidan shopping mall is "Xidan shopping mall grows with me". Many old customers in Xidan shopping mall are sixty or seventy years old. They have a deep affection for here. How to make "Xidan shopping mall grow with me" is accompanied by the growth of new generation of consumers. This is an eternal topic. {page_break}

　 Start building outdoors category

Reporter: what are the main plans for Xidan shopping malls in the future?

Yin Aqi: watches, jewellery and sporting goods in Xidan shopping malls are at the forefront of the industry in terms of scale of operation, intensity of famous brands, or sales. Cashmere, down garments, clothing for middle-aged and elderly and fur are four other strong categories. In the hearts of the people in Beijing, they have formed the habit of buying them to Xidan shopping malls. The next step is how to better integrate history with the modern age. On the one hand, we should continue to do well in the history of the category, such as lining up shoes, Ruixiang silk and Tongrentang's medicine shops. We will make a good combination and make a taste. On the other hand, we should increase the planning of fashion categories. We have begun to create outdoor products, and constantly adjust women's clothing categories along with the upgrading of the customers.

Reporter: how can these old customers grow together with Xidan shopping malls?

Yin Aqi: our whole group is practicing "China service". We should reconsider and perfect ourselves in accordance with the ideological connotation of "international level, local characteristics and value for money". We have analyzed the demand of consumers in Xidan shopping malls mainly in the following three aspects: first, the deep feelings of Xidan shopping malls for many years; two, the attraction of our strong products to the consumer layer, such as cashmere products, such as Xidan shopping malls, such as the large scale, brand name and excellent environment, are seldom seen in Beijing. Three, we are always the sales clerks who make friends with customers, and become the link between Xidan shopping malls and loyal customers. Our number of model workers is second to none in the department store industry in Beijing. We also take the activities of creating a "model worker sunshine team" as a carrier to make more employees a paragon of excellence, solidarity and cooperation and climbing the heights. For example, a shopping guide in Xidan shopping mall tries on every new product and sends pictures to his QQ space. This new form provides product information to old customers, so that old customers do not need to try clothes on themselves, they can also see the true appearance of the goods. The guide will take the goods to the customers' home at the next class time. This is just as convenient as online shopping, but it can better reflect family ties than online shopping. Naturally, it will maintain the old customers in Xidan shopping malls.

　　 Micro-blog becomes a new platform for marketing

Reporter: under the impact of e-commerce, is there a new marketing mode in Xidan shopping malls?

Yin Aqi: micro-blog marketing is the change of marketing mode in Xidan shopping mall this year. Xidan shopping malls micro-blog has more than 20000 fans. Now the topic is "nostalgia". There are many old stories in Xidan shopping malls, and some are looking forward to the 81st anniversary shop celebrates in Xidan shopping malls. Our fans on micro-blog are not only young people, but also many forty or fifty year old people. We have attracted customers to shopping malls through micro-blog activities in several festivals this year, so that old customers can recapitulate their memories and let young people experience unexpected gains. Micro-blog can also feedback our inadequacies and customer feedback in a timely manner, and promote our faster promotion.

　　 voice

It can be said that my childhood was spent in Xidan shopping center, and all the activities we studied, enjoyed and enjoyed were there. From primary school, junior high school, high school, I will buy some stationery in Xidan shopping mall. Later I went to Tsinghua University, although I was in Haidian, I would buy some drawing tools at Xidan shopping mall every time I came back. The most expensive dress bought after work and the expensive tea set after marriage were bought at the Xidan shopping center. Nowadays, clothes are also purchased at home, and often go to the old Department of Xidan shopping mall for a visit. I have been to many places in the world, but every time I go back to Xidan, I will go to the shopping malls in Xidan, because I always feel the deepest feelings with the shopping malls in the city.