"HQ Shang Ke" Li Shen's Success Treasure

Although it is recognized by the industry as a potential market, Characteristic department stores The current development in Beijing market is still far from ideal. Compared with the pure department stores that have already withdrawn from the Beijing market and the NOVO department stores which are hard to sustain, Wangfujing's "hQ Shang Ke" department store has gradually found the pace of development through a period of adjustment. In Wangfujing. HQ Shang Shang Li Shen, general manager of the department store, seems to have to dare to abandon the format and brand to make the characteristic department store, so as to highlight the characteristics in the limited volume.

　　 Create unique marketing selling points

Customers who often go to the "hQ Shang Ke" department store of Wangfujing in Zhong Kun square of Dazhong temple will surely feel that since the second half of last year, the passenger flow of this shopping mall has improved significantly compared with the beginning of the business. At the same time, the location featured in the young fashion department stores also has more products that meet the needs of young customers.

Leading the mall to the right track is the "old man" in Wangfujing department store. Li Shen 。 She was the marketing director of Wangfujing department store. After being transferred to Daxing shop of Wangfujing department, she became the general manager of Wangfujing "Shang Shang" department store in July last year.

In the first place, faced with the popularity that has not yet been cultivated, Li Shen immediately put the theme marketing into the operation of the mall: "goods may be late, but marketing should go ahead".

At present, young people are keen on "flash" has become a marketing card of the mall. Not only will there be a theme of "flash" in some holidays, but every Friday afternoon, the "hQ Shang Ke" department store in Wangfujing turned this fashionable behavior into an alternative workday exercise for employees.

Along with the characteristics of "flash", Wangfujing's "hQ Shang Ke" department store has gradually built up marketing activities such as War Within Three Kingdoms and tidal exchange. But in Li Shen's view, marketing activities must grasp the rhythm, otherwise it will get twice the result with half the effort.

　　 Dare to choose the format.

Despite the idea of developing marketing in advance, commodity and brand are the key to the development of retail enterprises.

For brand adjustment, Li Shen believes that fashion department stores are an attempt of the Wangfujing department store, not the best and high-end positioning they are good at. This means that "hQ Shang Ke" department store should jump out of the inherent mode of Wangfujing department store.

In Li Shen's view, as a characteristic shopping mall with relatively small positioning, "hQ Shang Ke" department store needs to deepen the trend. However, due to the limited volume of a shopping mall, operators need to make reasonable trade-offs.

"Young people like board shoes, so we focus on the most popular brands." Li Shen said. But at the same time, shopping malls must abandon the necessary formats of many traditional department stores.

This year is the key year for the development of "hQ Shang Ke" department store in Wangfujing. Li Shen said that this year will continue to emphasize youth clothing, fashion women's shoes and other core categories. And bags and other brands may be reduced or even removed.

In the future, Wangfujing's "hQ Shang Ke" department store will become a store that breaks the traditional shopping malls portfolio, and may be based on style.

　 The next stop at Wangfujing is MALL.

The Wangfujing, which has become a giant in the domestic department stores, will continue to go further on the way of business innovation after launching the fashionable brand of Wangfujing "hQ Shang Ke". Especially in the next few years of Wangfujing department store will accelerate the pace of expansion of the environment.

According to the reporter, shopping center is the next step of Wangfujing department store development. At present, Wangfujing department store has launched several shopping center projects in succession, but is still looking for suitable plots.

Liu Bing, President of Beijing Wangfujing department store (Group), believes that the shopping center is actually a very professional format in the retail field. It requires not only the business skills such as investment and operation, but also the good service capability of the real estate providers, and the ability of the shopping center to play the biggest role by having a strong comprehensive ability.

Liu Bing also believes that when building a shopping center project, the relevant departments should first conduct a large number of detailed market research on the radiation area of the project. At the same time, enterprises also need to assess the opportunities and risks of projects, so as to avoid the emergence of "too few people".