Interview With President Sun Guotuan Of New Mart Shenyang Area

"The best high-end fashion department stores do the best."

Reporter:

What are the location and characteristics of each project in Shenyang? Which store has the best sales?

Sun Guotuan: at present, there are 5 New Mart shopping and leisure Square in Shenyang area. The Middle Street store is gradually rising. The Tiexi store is "the district is king". The Taiyuan Street flower shop is young and fashionable. The Yuhong store opened this year will become the main department store in the west of Shenyang.

As a 10 year store, Zhongjie store has the best management and performance. It has been recognized by consumers in Shencheng and has become a representative of fashion department stores.

Zhongjie business district is the traditional business district of Shenyang, and now it is also the most prosperous business circle in this city.

Seen from several main businesses in Zhongjie, Hang Lung Plaza is a high-end shopping center. The prosperous family is a popular shopping mall, and New Mart is a high-end high-end fashion department store.

After ten years of accumulation, Zhongjie store brand is also higher, which can meet the needs of high-end consumers.

Reporter: in the second half of 2012, Shenyang will usher in another "opening year".

From downtown to suburb, many new shopping malls will be opened in the second half of this year, from the core business circle such as Youth Street 1, North District of Tiexi district and 101 South Tower Street of Shenhe district to Hunnan, Yuhong, chesspan mountain and other new business circles.

Among them are the high-end SHOPPING MALL, the mass department store which develops independently, and the theme shopping mall.

In the face of increasingly fierce competition in Shenyang's retail market, how does New Mart maintain its own advantages and conduct differentiated operations?

When I came to Shenyang, I found that the competition it faced was more intense. The most direct manifestation was the increase in the number of shopping malls.

In any case, dislocation management is still inevitable. There are many goods and categories that can not be misplaced.

Even if the brand is misplaced, the grade can not be mistakenly.

There are many shopping malls in the same quality, the same category or even the same price of goods.

Shenyang has become one of the most competitive areas in the country. Media reports say that there are 71 large and medium-sized shopping malls in Shenyang, and there are many shopping malls in the second half of the year.

Our strategy is to adhere to our position, unswervingly, to make the high-end high-end fashion department store the strongest and most competitive, and to serve the work well, to embody the people oriented concept and provide consumers with satisfactory, safe and healthy place of consumption.

If we are so confident, it also comes from the strong support and chain operation advantages of the big business group headquarters. There is a standardized system process plus a first-class management team and staff.

Reporter: from the half year report of department stores listed in the first half of this year, the business performance of many shopping malls has declined significantly. What is the situation of New Mart?

Sun Guotuan: under the backdrop of the international economic downturn and the rising pressure of the domestic economy, the department store industry has also been affected. But the growth rate of New Mart is lower than that of last year, and it still maintained the momentum of growth.

Reporter: what is the most popular brand in Shenyang's new mate? In some consumers' impression, the new brand is mainly domestic brand. Will this change?

Sun Guotuan: consumers are very clear about the purpose of New Mart. They are looking for target brand new products. They come to the store to select the leading brands of all kinds of products. The cosmetics brands with higher consumer recognition are Lancome, Chanel and Estee Lauder. Women's clothing brands are more popular with baozi, Liang Zi, Mass Phil, Song Li Si, Emma, Caroline, etc. men's wear sales are better than those of Sabatini, Wei Ke, Satchi and other brands. In the category of women's shoes, sales of Stella Luna, TOP, Lies Dan, BELLE and other brands have been very good.

In the current positioning of New Mart, cosmetics are mainly based on international brands and well-known brands in China, and clothing brands are mainly domestic brands.

Personally, I think the quality of domestic products is not inferior to that of foreign countries in culture, publicity and historical heritage.

In my thoughts and feelings, I hope that China's commercial development will also promote the great development of China's design and manufacturing industry.

Reporter: New Mart is located in popular fashion department stores. Will it introduce some international fast fashion brands?

Sun Guotuan: H&M, the first shop in Northeast China is stationed in Shenyang New Mart Taiyuan Street store. Why did not enter the Zhongjie store? Because Zhongjie store is a high-end high-end department store, the customer layer and commodity grades are constantly upgrading, while Taiyuan street stores and fast fashion brands are more suitable in positioning.

However, the fast fashion brand has a large sales volume, but the customer unit price is too low, and the flat efficiency is low. This will inevitably impact the sales of other brands in the shopping mall, will have an impact on the overall positioning of the shopping mall, and even lower the whole shopping malls.

Pure department stores have no vitality.

Reporter: in the past two years, many people are in the bad department store industry, and even the media has suggested that "the department store industry will become the next disappearing format". What do you think of these comments?

Sun Guotuan: the department store industry is always a sunrise industry, and food and clothing must be consumed. No matter how the electronic commerce develops, it will not replace the physical shopping malls, because shopping malls are a kind of experience economy, especially.

The goods must be tried on the spot before they can feel the suitability.

It is quite different from fixed standard commodities such as books and electronic products.

Besides, nowadays people are shopping for more than just shopping. It is a kind of leisure and entertainment. It is a way of life, not just a shopping behavior.

I think the department store industry is always a sunrise industry, but some of the products that are too standardized will be affected by e-commerce.

In addition, many department stores today are called shopping malls, but they actually have the function of shopping centers.

Almost all of the New Mart stores have facilities like supermarkets, restaurants, cinemas, video arcade and so on.

There is such an attribute in the propaganda of Zhongjie New Mart in the early days of its opening up: "there is a strong shopping mall color."

This refers to the fact that the area of pure department stores was only twenty thousand or thirty thousand square meters, while the area of new street Mart reached 100 thousand square meters. The functions and ancillary facilities of catering and entertainment were complete, similar to the later shopping centers, which was the basis of the formulation at that time.

At present, New Mart stores are basically shopping centers, and on this basis, we are more scientific, reasonable and full in the use of building structures than shopping centers.

Reporter: was it because the building area was too large to use this model?

Sun Guotuan: in addition to the large building area, it is also determined by the leading consciousness and strategic consciousness of the leading group of DAC.

If there is no leading ideology that always stands at the forefront of domestic and foreign retail trade, it will not adopt such a business model.

Reporter: will New Mart continue to open a new store in Shenyang?

Sun Guotuan: New Mart headquarters in Dalian, Shenyang New Mart is just a microcosm of the development of big business in more than 60 cities of the whole country. We will do our best to build Shenyang regional group, do our own business well, and contribute to the overall development strategy of the big business.

With the total economic volume and geographical space in Shenyang, we will open new stores again.

Reporter: does the new store have great changes in hardware facilities?

Sun Guotuan: the hardware condition of the new store will be better and better. For example, the new shop in Yuhong new business will not only have better hardware conditions, but also have more perfect functional facilities. It also adds some new highlights: integrating the design of animation elements and adding facilities to interact with customers.

For example, when a customer enters the door, he can see the lotus flower projected to the ground. When the person walks up, the lotus will bloom automatically. There is a bridge in the room. When the customer walks on it, there will be fish behind him. There are also some interactive facilities, such as soccer shooting, virtual fitting equipment, and so on.

Three services form core competitiveness

Reporter: Shenyang New Mart has launched the star service management mode of salesmen since early 2003, that is, according to star standard, the salesperson will be divided into five stars.

Can you give a detailed introduction of this management mode? What are some of the points that New Mart has to offer in terms of service?

Sun Guotuan: according to the unified requirements of DAC group, Shenyang New Mart launched the rating system of star salesperson. The effect is very good. The manufacturers are very welcome, through improving the staff's business skills and promoting sales, employees themselves are also encouraged and honored.

The harvest of the shopping mall is good service, the performance has increased, the consumers are satisfied, and the reputation has increased.

The next step is to focus on service, and we will improve our service through learning, research and innovation.

On the basis of general services, it is not an expedient measure to increase service targets and meet the needs of high-end customers, and serve as a strategic task to enhance the competitiveness of enterprises.

What New Mart wants to do is to consolidate the high-end fashion brands and attract the main customers to make consumers feel that we are constantly making progress and changing.

Specifically, one is to constantly upgrade the brand level; the two is to meet the needs of consumers as far as possible in the improvement of hardware facilities and shopping environment, to create a warm and comfortable shopping environment; and the three is to enhance services.

After coming to Shenyang, I put forward the "three services": service consumers, service providers and service staff.

After these three services have been completed, the core competitiveness of shopping malls can be formed.

Reporter: are there any specific plans for innovative services?

Sun Guotuan: basic services must be available. What we need to improve now is the one to one service for high-end customers, such as high-end parking spaces reservation, special person shopping guide or pre purchase.

We have been thinking about how to provide a service that can move customers beyond conventional services, which is beyond the customers' expectation.

This service is being studied and discussed.

Interviewer: what do you think of the relationship with suppliers? What are the measures for service providers?

Sun Guotuan: New Mart attaches great importance to the strategic partners. We and the manufacturers are "a loss and a loss, a flourish" relationship, is a trench comrade in arms.

Ideologically speaking, the market should achieve a win-win situation with the brand.

In the specific work, first, we should do well in the process of the connection between the manufacturer and our work, such as setting up the new brand, we should implement the "sunshine investment, treat all alike", arrange reasonable counters according to the characteristics of the brand, do not restrict the manufacturers with some additional conditions, and eliminate all improper ways.

Two, after the manufacturers set up the cabinet, we will train their employees, improve their skills and promote sales.

The problems arising from the sales process will be immediately returned to the manufacturers, and rationalization suggestions are given.

Three, we can guarantee that the payment will be made according to the account period and will not delay the payment.

Four, require some window units to have the awareness of service providers, and be able to timely feedback the problems raised by manufacturers.

Five, the two sides can establish a strategic relationship of cooperation, shopping malls in marketing, publicity, human resources and other aspects to facilitate manufacturers, in order to achieve a win-win goal.