Interview With Xia Zhengyu, General Manager Of Zhejiang East Department Store

Not long ago, there was a 2012 spring summer in Park Hyatt Hotel on the East Lake.

Is being held.

Surprisingly, the fashion show is not a clothing business, but a department store, intime department store.

The planner is Xia Zhengyu, general manager of Zhedong District, Yintai department store.

Shopping malls are more important in leading the fashion trend.

In view of this, I decided to try to hold this fashion conference. Yintai should try every means to convey fashion information and let Ningbo people get up.

Xia Zhengyu is a talented woman who dare to think, dare to do and dare to rush.

She pformed from an accountant to a commercial plaza and pformed into a department store. Although the span of each pformation was large, she showed strong adaptability and created another commercial legend at different posts.

Behind her success is her intelligence practice and her sweat.

Character card

Full name:

Position: general manager, Zhedong District, Yintai department store.

Favorite country: Japan

Hobbies: shadowboxing, traveling, reading

Business motto: learn to be willing to win.

Quick thinking and no ordinary road

Xia Zhengyu was dressed smartly, smiling and speaking with great agility.

Though modest, no profound thoughts can be expressed, she appears to be talkative and intelligent in speech.

Without the slightest commercial experience of commercial real estate, she was able to stir up the responsibility of investment, management and operation of Tianyi Square by herself. She did not go all the way in the retail business of the department store, but she could lead the development of the Eastern District of Yintai department, and the wind and water rose.

She likes reading, but says that her experience in business management rarely comes from books and classes.

"Successful business experience is better derived from practice, and the innovation of business management comes from many overlapping industries.

There is nothing to copy.

Operation Tianyi Plaza

"Almost 2 hours a day in a month"

Before entering the business world, Xia Zhengyu spent more than ten years in state-owned enterprises.

In 2000, the construction of Tianyi Plaza changed her career fate.

At that time, 30 years old, she was appointed general manager of Ningbo City Plaza development and Management Co., Ltd., responsible for business planning, brand promotion and management of Tianyi Plaza.

"A few people who are totally ignorant of commercial real estate have to complete the business opening of 220 thousand square meters shopping centers within 10 months. This is difficult to imagine when there is no brand resources and no professional investment team."

Xia Zhengyu said.

In June 2001, Tianyi Square decided to launch a press conference on Beijing, Shanghai, Guangzhou and Hangzhou, the four largest city project.

In order to save about 1000000 yuan of advertising agency fees, Xia Zheng Yu decided to bring a more than 20 year old female assistant to form two people's meeting group, to arrange all the venue layout, guests invitation, meeting reception, media publicity and other links.

In this way, a person who hasn't even visited Beijing has completed a press conference attended by hundreds of guests in 4 cities, including the Great Hall of the people in Beijing.

"In that month, we only slept 2 hours a day."

Xia Zhengyu recalls, "from now on, hardly anything can make me feel difficult anymore.

Tianyi Plaza has only been used for 1 years and 8 months from relocation, construction and opening up, creating an amazing efficiency.

After 8 years of operation, Tianyi Square has become the fashion landmark of Yongcheng.

These 8 years of experience have laid a solid foundation for me in the retail industry.

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"Care about every detail of every process".

In 2009, Xia Zhengyu took over the eastern part of Yintai department store.

"Before entering Yintai, I did not have any experience in the operation of the department store. This is a great challenge."

Xia Zhengyu said.

In his 2 months in office, Xia Zhengyu made 2 major events. First, he signed the Ningbo Oriental Plaza, which played an important role in the strategic layout of Yintai department store in Zhedong district. Two, the shop was renovated for more than 3 months in the east gate shop to make a clear distinction between Tianyi store and Tianyi store.

At the beginning of the term of office, the sale of hundreds of millions of dollars was abandoned, and a large amount of decoration fees were invested. This surprised many people at that time.

"Tianyi store focuses on high-end female consumption. Dongmen store hopes to form a family oriented shopping atmosphere, which not only avoids competition, but also meets the needs of the public better."

Xia Zhengyu's ideas are ahead and his vision is long-term.

After taking office, she paid attention to details and dared to invest.

"The long-term development of a brand must be able to give up."

For example, the toilet free toilet paper supply - tens of thousands of dollars a month, at the beginning of the proposal, almost all stores do not agree.

Finally, under her insistence, the East District of Yintai department starts from toilet toilet paper, and goes further with its attentive service.

Under the leadership of Xia Zhengyu, the scale and sales performance of the Eastern District of Yintai department are increasing.

The number of stores has expanded from 3 in 3 years ago to 6 now. In the next two years, it will also open a large shopping mall in Fenghua and Beilun -- Yintai city. The annual sales volume increased from 2 billion 500 million yuan to 3 billion 500 million yuan 3 years ago, and the sales performance of the store increased from 300 million yuan of 3 years ago to 550 million yuan.

Xia Zhengyu has never given any sales targets to the sales promotion activities of the stores. She said, "I care about every detail of every process, and it turns out to be the best thing to do."

Find the right position and do your best.

Xia Zhengyu believes that as long as we choose the right time, identify the orientation and direction, do a good job of the team and serve well, we will be able to explore the road to success.

"Yintai's position now is to target the middle class consumer market.

How big is the consumer market of the middle class? What needs do they have, what products they like, what brands they prefer, and what extent they are priced, all of which need to be studied and refined.

After Xia Zhengyu took office, Yintai Dongmen store gradually introduced a famous brand of modern urban household consumption, and its product quality and style and price positioning were in line with the consumption demand of Ningbo people.

In addition to positioning, Xia Zhengyu believes that business management gives customers a thoughtful and comfortable shopping experience is very important.

"Yintai starts from the smile of the cashier, the hygiene of the store, and the environment layout, floor location and store layout of the whole shopping mall are all considered.

Especially for customer service, we must make customers satisfied.

In April 15th, the Eastern District of Yintai Department of Ningbo set up the high-end customer club in the same industry, set up VIP customer service center to provide "one to one" service for members.

"The key to business success is to work hard, study new brands, new fashions, new trends, and constantly improve services."

Xia Zhengyu thinks, "the income level of Ningbo people is relatively high, but there are different distinctions. Each shopping mall can have its own positioning, but the location of different shopping malls in the same area should be differentiated, so as to meet the needs of people of different consumption levels."

"In private is definitely the most fun person."

Outside the working state, she commented: "Xia is always a very stressed person. When working, he is very serious. He is definitely the most fun player to participate in private activities."

Xia Zhengyu said that the work team has been very tense and hard at ordinary times, so we should pay more attention to the relaxed team atmosphere, do not want to give employees psychological pressure, because mood affects the potential of work.

Is it true that a woman in the workplace is a group that has to abandon family values for career sake? Xia Zhengyu gives a negative answer.

Despite her busy work, she will enjoy leisure life with her family whenever she is free.

Xia Zhengyu said, "I like to spend time with my family and pay for my family. This is my responsibility and my favorite thing to do. I feel so happy.

Family is the essential purpose of life. Happy family and successful career are all I cherish.