Chaoyang Joy City &Nbsp; Squat Jingdong &Nbsp; Show The World.

　　 Joy City It is located in the northeast of Beijing Chaoyang North Road and Qingnian Road rendezvous mouth, with a total construction area of more than 400 thousand square meters. The shopping center has an area of 230 thousand square meters. It has gathered more than 300 famous fashion shops including ZARA, GAP, Tommy Hilfiger, I.T, Peach John, Sephora and so on. It is a shopping mall integrating shopping, dining, entertainment, culture, education, leisure and other six themes.

Over the past year, Chaoyang Joy City has held all kinds of activities, such as " candy kingdom "Purple dandelion love", "80 retrospect" and "dinosaur return Exhibition" have promoted the idea of "quality and fashion life center".

In the view of Zhou Peng, general manager of Chaoyang Joy City, making shopping centers is to make products and make brands. How to make shopping centers more lively and fresh is the goal pursued by Chaoyang Joy City.

"Annual sales exceeded 1 billion yuan"

　　 Xidan The two great joy cities of Chaoyang are like "brothers". They are genetically identical, but their personality is slightly different. Over the past year, Chaoyang Joy City has achieved a good result of breaking 1 billion, and accelerated the development of Chaoqing business circle, forming differentiated operation with the surrounding shopping malls.

　　 Clothing times Compared with Xidan Joy City, what are the different characteristics and positioning of Chaoyang Joy City?

Zhou Peng: Generally speaking, Chaoyang Joy City can be regarded as a "general pleasure city" and also a "special city".

"General" means that we will uphold the core connotation of the youth brand, youthful fashion, fashion and taste. But in the East, we also have our own characteristics.

The growth of Chaoyang Joy City is a process of groping, precipitation and extension. Xidan, Chaoyang, the two great joy cities are like "brothers", genetically identical, but their personality is slightly different. After all, one place in Chaoyang District and one in Xidan business district determines the subtle differences between the two.

In terms of customers, the core group of Xidan's joy city is 18 to 35 years old, while Chaoyang Joy City will focus more on 25 to 35 years old customers. In addition, our total volume is 400 thousand square meters, basically two times the Xidan Joy City. From this perspective, we can more easily extend the fashion to every aspect of life, and Xidan Joy City may extend more fashion and entertainment, but it is not comprehensive in supporting facilities for life. Chaoyang Joy City in catering, children, entertainment formats do more rich and in-depth. So for Chaoyang Joy City, "general" is the foundation, "special" is extension.

　　 Clothing times: has the sales volume of Chaoyang Joy City reached its expectations over the past year?

Zhou Peng: it can be said that last year was our first full operation year. Sales exceeded 1 billion yuan, far exceeding expectations. Judging from the two main indicators of consumption capacity, the bag rate and the customer price, Chaoyang Yuecheng city has a clearer consumer purpose and a higher bag rate and customer price. These data are very obvious and expanding from the beginning.

Clothing times: the business competition of Chaoqing plate is very fierce. Although Chaoyang joy city dominating Chaoyang North Road, it also faces challenges from Chaoyang Road, including Xidan shopping malls, sunshine new city plaza and other famous businesses. How does Chaoyang Joy City operate differently? What's the impact on the business district?

Zhou Peng: Chaoyang Joy City has huge volume and has the power to radiate the whole city, not just a regional shopping center. Its rich format and strong sense of experience, coupled with the essence of Chaoyang joy itself, "fashion, youth, fashion, taste", can attract more high-end and stable customers.

The appearance of Chaoyang Joy City is like that line. "You are here or not, I am here". Rather than realizing the value of shareholders, it is better to achieve social value. According to the normal business logic, Chaoyang plate needs Chaoyang Joy City. It can be clearly seen that the existence of Chaoyang Joy City has accelerated the development of the whole Jingdong. Now the surrounding residential land will soon be developed, and the rest is the development of commercial land, and the value of this area is becoming increasingly prominent. Without Chaoyang Joy City, the development of the region will not be as swift as it is now.

"Doing activities is part of the joy of the city itself".

Elaborate activity planning is the characteristic of Chaoyang Joy City. In Zhou Peng's view, Chaoyang Joy City is a brand, and doing activities is an inalienable part of the brand.

Clothing times: many consumers like Chaoyang Joy City activities, and activities are also very frequent organizations, including the "candy kingdom", "through childhood", "dinosaur exhibition" and so on. In activity planning, what unique place does Chaoyang Joy City have?

Zhou Peng: considering the large number of customers around the "young family", we have planned a series of interesting market activities that the family members are delighted to see, providing consumers with a warm and comfortable shopping experience.

In fact, the pleasure of experiencing experience through activities is the characteristic of shopping centers. For shopping centers, the core competitiveness must be experience and service. In the past, most people simply understood activities as promotions, but this discount promotion was not a shopping center's specialty, but a department store. Of course, we will also do promotional activities, but more importantly, we should do experiential activities, such as "candy kingdom" and "dinosaur exhibition". Through these activities, Chaoyang Joy City can become more dynamic and have more distinct personality.

Since opening up, we have followed three principles in our activities. First, we must conform to the brand connotation of the great joy city; second, we should give full consideration to the target audience; third, there is continuity.

　　 Clothing times: how much money do you invest in activities every year? What is the ratio of input to output?

Zhou Peng: at present, Chaoyang Joy City is in the early stage of operation. Our investment in activities is very large. With the maturity of Yuecheng brand, every individual is contributing to the brand.

I particularly disagree with the saying that "one dollar can be exchanged for three yuan immediately". This is not the case with shopping centers. In my opinion, shopping centers must be making products and making brands. At the beginning, one yuan, three yuan, and ten yuan may not have obvious returns, but over time, they will produce some effect. The less you invest, the more you get back. This is also a normal business logic. In short, doing activities is not a hard measure for shopping centers to promote, but a part of the shopping center itself. It is part of the joy city. Activities and joy city are not separated but relationships.

"Supplementary adjustment and pure adjustment".

In 2011, Chaoyang Joy City made a "supplementary adjustment" to increase the brand's richness. This year, the exit of the Yong Wang Department store has also given rise to the opportunity for the adjustment of Chaoyang Joy City. In the long run, the upgrading of the area of Yong Wang Department store to the shopping center will promote the brilliant development of Chaoyang Joy City next stage.

　　 Clothing times: since opening, Chaoyang Joy City has experienced what adjustments?

Zhou Peng: for any shopping center, the adjustment is always throughout. For us, we always follow the brand spirit of "fashion, youth, fashion, taste", and constantly upgrade the store brand. It should be said that the brand of Yueyue city is becoming clearer and its positioning is quite mature. Every step of our adjustment is a step closer to the parent brand, and a greater reinforcement.

Why do we always fine tune? It should be said that Joy City represents "the fashion of the times" and "the age of fashion". It is a dynamic process to constantly precipitate and optimize in precipitation.

Last year, we made a "supplementary adjustment", which is called "replenish" because the new brand has no existing brand transfer, and some brands only changed the location of merchants. The presence of GAP, ZARA and other fashionable fashion shops and the rich selection of more than 70 catering brands have greatly enhanced the brand's richness and fashion, and won the praise of customers.

　　 Clothing times: what does the withdrawal of Yong Wang Department Store mean this year? What kind of adjustment will Chaoyang Yuecheng city make?

Zhou Peng: the withdrawal of the Yong Wang Department Store is a decision that we have made after friendly negotiation and is beneficial to the development of both sides. It should be the active adjustment of both sides, rather than a passive adjustment. The area of Yong Wang Department Store accounts for only about 10% of the total area. Its withdrawal will not affect the overall operation of the shopping mall. This adjustment is aimed at strengthening the brand image of Chaoyang Joy City. Our cooperation with Yong Wang is also very enjoyable, and we will still retain the JUSCO supermarket.

Joy City has a strong investment ability and brand charisma. In Chaoyang Joy City, you can see that its brand does have a strong sense of identity. In the future, our adjustment will follow the trend of the parent brand. If you want to go, perhaps you will have another department store, or you may introduce multiple main stores. We are more inclined to introduce sub main stores, which is easier to match with the positioning of Chaoyang Joy City.

Specifically, we will set the brand according to the tonal nature of the floor theme. Furthermore, brands will be classified according to the region. That is to say, a region is a theme. According to this theme, everything must match, including brand combination, background music and so on. This year's adjustment is "pure adjustment" compared with last year's "supplementary adjustment".

　　 Clothing times: what is the requirement of Chaoyang Joy City to enter the brand? Are there any preferential measures?

Zhou Peng: from now on, our brands are international brands, including fast fashion brands and international second-class quality fashion brands. If Xidan Joy City is doing the trend brand, Chaoyang Joy City is more mainstream. When we inviting investment, domestic and international brands are treated equally. We will see the price of goods and customers, and even look at the display.

When any brand enters, whenever I have time, I will communicate with the responsible persons of these brands, and tell them my own understanding of the joy city and the business story of joy city. In my view, "business" is not a recruit, but rather attracted by the magic of the marketplace itself.

At present, the pattern of Chaoyang Joy City is: one layer is positioned for quality life, the other is international fashion brand; the two level is mature and elegant brand. That is to say, the first and two layers emphasize the sense of quality, the three level focuses on the youth, the four lays more emphasis on individuality, and at the same time there are sports leisure series.

"At the end of the year, there will be a complete portfolio of 100% customers."

The opening of Metro Line 6 brought great traffic to Chaoyang Joy City, but also promoted its own development. At this stage, the product of shopping center is still the goal of Chaoyang Joy City.

　 Clothing times: the opening of Metro Line 6 will undoubtedly bring new business opportunities to Chaoyang Joy City. What do you think of it?

Zhou Peng: Chaoyang Joy City will continue to enhance the capacity and richness of retail brand formats based on the improvement of the surrounding traffic network, and further strengthen the brand positioning of "youth, fashion, fashion and taste". After the opening of Metro Line 6, Chaoyang Yueheng city can stabilize the surrounding passenger groups and radiate more distant passenger traffic in the eastern part of the capital, which will further transfer our products farther.

In fact, I have been asking myself a question: the subway has opened, and more customers are coming. Is Chaoyang Joy City having the conditions to greet a large number of customers? Is my product ready? Up to now, the overall combination of Chaoyang Joy City has only finished 70% of my mind. I hope that by the end of this year, we will show 90% or even 100% of the complete format of hospitality.

　　 Fashion times: what are the new trends of Chaoyang Joy City in the future?

Zhou Peng: before October of this year, we focused on making products and doing experiential activities. Although I am a promotion source, I believe that promotion will not change the essential fate of the product, it will only accelerate the success of the product or delay the death of the product, so we must first do the product well before spreading it. Moreover, I just want to present the most truthful and most natural Chaoyang Joy City to the consumers, and tell everyone the story of this fresh product, hoping to display the cheerful city of joy through word of mouth.

At this stage, Chaoyang Joy City has successfully consolidated a large number of high-quality surrounding customers on the basis of successful catering, entertainment and family formats. Next, Chaoyang Joy City will further increase the richness of retail formats to meet the consumer demand for "fashion, youth, fashion and taste".