Management Tips For Competition In Foreign Department Stores

We turn our attention to foreign countries, such as the Old French Buddha, Norton department store in the United States, Selfridges department store in England and so on. Management What is so great about them may be enlightening from them.

In October last year, the Pacific retail department of Taiwan retail giant, which had been stationed in Beijing for 10 years, left Beijing market. Pacific department store closed two stores in Beijing, becoming one of the most important events in Beijing's department store industry.

At the same time, the days of Guangzhou's department stores were also bad. Since last autumn, the department store industry in Guangzhou has gone from cold to cold. From September to November, sales of many department stores in Guangzhou have dropped from 5%~10% year-on-year. Until the end of the year, about 80% retailers in Guangzhou did not complete the sales task of that year.

According to Monita's November 2011 consumer industry research report, domestic More than half of the department stores sold less than expected in October last year, and the completion index of the village's research index dropped from -10% in September to -30%. In November, the index finished back to -8%, but about 31% of the department store sales were still lower than expected.

For the awkward situation of the department store, Professor Huang Guoxiong of Renmin University of China analyzed that the department store format will not decline, but how to scientifically locate and how to operate is the key. How can we get out of the "cold winter"? Do we need to rely on the most effective short-term promotion to promote the source of tourists, or to improve the quality of services to maintain the source of tourists, or fundamentally change the direction of shopping centres and professional shops?

In this regard, we can first turn our attention to foreign countries, such as the Old French Buddha, Norton department store in the United States, the "Selfridges" department store in England and so on, which have experienced decades or even hundreds of years of development of the classic department store brand, and what excels them in their operation, perhaps they can be inspired from them.

French Lafayette department insists on high-end fashion taste.

The large department stores in France are 150 years old. Old Buddha, sammardin and Paris spring are all well known and time-honored shopping malls. In the face of challenges and competition from all sides, the turnover of large department stores in France increased by an average of 5.9% in 2009.

Apart from having a complete range of goods, the French Lafayette store also has more than 10 elegant and elegant bars and restaurants. It also provides free professional VIP shopping guide, free dress show, free foreign currency exchange fees and appointment of famous brand professional makeup guides for women customers. In addition, a free lounge for customers and free water and disposable teacups are also available. In recent years, it has also provided free Chinese Paris map for a large number of Chinese tourists.

In addition to the thoughtful service, department stores are strengthening themselves. Strength Never relax. In addition to holding exhibitions of famous fashion designers in Paris every year, they even invite them to design exclusive fashion series for shopping malls.

In recent years, Lord Buddha has held a national themed display and sales activity every year, bringing in the country's special products, with attractive advertisements and introduction to the traditional culture of the country, which has a strong impact on customers. East China and Japan, South Africa, South Africa, the Atlantic and the United States have been their guests.

To play their own advantages to conquer customers, in the commodity type, taste, quality and other aspects of efforts to become the secret of standing Buddha's hundred years.

Norton department stores do not sell by price.

People who often go shopping "blood shopping" know that the price war of domestic businesses has reached a crazy level. At the beginning of the new year, 2012 has just arrived, and the commercial discount war across the country has been "ten thousand guns". From New Year's day to the Spring Festival, the sales information of the major department stores has been surging, and their official website and official micro-blog have started the "discount war" since the end of last year. Price discount seems to have become a marketing method used by the mall. In Europe and America, large department stores usually do not implement price strategies.

Norton department store, founded in 1963, is made up of 8 clothing stores. Since its establishment, it has established a strategy of winning by service rather than by price. Norton's pricing is comparable to that of other companies, but it does not compete on price, nor does it cut prices for sale. Customers who come to buy will never worry about the clothes they bought for 290 dollars last week, they only sell 120 dollars now.

Return is a headache for customers, because most stores will find various reasons to refuse, including asking for the original invoice, asking the customer to explain the reason for the return, and rejecting the used or sold long or discounted goods. For customers, return is embarrassing, humiliating, frustrating and time-consuming. Because of this idea, people prefer not to buy something that might be returned.

The Norton Company's policy is to return the goods without saying anything. As long as the customer asks for a refund, he will give full refund or replacement. Other stores would say so, but Norton really did. A part-time employee at the The Racquet Club Hotel heard a woman complaining about a sweater she bought two years ago. interrupt Her words, and resolutely asked her to return the store, even though the woman had given her sweater to a friend.

Norton's success does not have a unique trick, as one analyst pointed out: "Norton's quality of service and clothing is not exclusive. But it seems that only this company can play it very well in this respect. As Norton Company put forward a slogan: "the only difference between department stores is the way they treat customers." For other enterprises, success is not far away if you pursue the purpose of providing the best service to the customers and consistently stick to it.

UK Selfridges department maintains high profit margin

Even if expansion, these old department stores emphasize that they will never be identical. For example, the French old Buddha, more than 60 shops have their own characteristics and different commodities. The shops in different regions will adjust the commodities according to the local climate, population and environmental characteristics.

Most of the European department stores are located in the center of the city, and they think that shops are more sophisticated. The Selfridges department store in England has a history of 100 years, but only 90 years after its establishment, it opened its first branch and maintained a very high profit margin.

Because London's population and consumption power are much higher than those of many other cities, they prefer to increase the size of London's general stores. 3 stores have been opened in Selfridges department store in England. although They are located in the golden section of a prosperous city, but from architectural appearance to interior decoration and space division, they are all different, giving people a unique impression. Some brand stores in the United States and Canada, and shops in different regions also adjust their products according to the local climate, population and environmental characteristics.