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Consumer Fashion In Shanghai'S Four Major Department Stores

2013/5/6 19:36:00 18

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four companies are Australian Overseas Chinese, which draw lessons from foreign business philosophy and have built a global department store on Nanjing Road, Shanghai, specifically referring to Shi Shi (today's fashion company building), Yongan (now Yongan department store), Xinxin (today's food store building) and Da Xin (today's first department store).

The unique business culture of these department stores has promoted Shanghai's economic and social development to some extent, providing a distinctive commercial appearance for the city, and also guiding Shanghai's consumer fashion.

in Shanghai, people often heard "go to the company" in the year, which is actually synonymous with high-end consumption.

The company is not a general term, but refers to the four major companies on the Nanjing road and the consumption fashions led by it.

The joy of shopping begins with the company, and the consumption trend begins with the company.

1. The consumer environment is refreshing.

since ancient times, China's business has always been advertised as "only one family". It sells goods in a single way, and does not allow customers to choose products. Large department stores aim at "comprehensive industry, inclusive" as the purpose, specializing in high-end brand global department stores, with magnificent scenes and advanced facilities, customers can choose at will.

according to the mode of department stores in Europe and America, the four major department stores in Shanghai are in the same way. The shopping malls are quite different from the traditional shops. The bottom shopping malls are mostly daily necessities, cosmetics and cultural products. When customers enter the door and go shopping, they should always buy some kinds of things that are not available, such as canned food, candy biscuits, fruit wine, Cigar cigarettes, Chinese and Western medicines, cosmetics, perfume coupons and flowers.

two buildings are mostly < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > department, open type display, such as leno silk, woolen cloth, fine wool cloth goods, Chinese and Western clothing, or straw hat and hat, cotton underwear, handkerchief towel, silk Mao Xianwa, female hand clips, etc., let customers choose to buy at random, and a more intimate feeling.

third floor monopoly jewelry, watch and porcelain, etc. the environment is elegant and quiet. It is also safe. Such as silver utensils, ivory enamels, watches and clocks, musical instruments, Fuzhou lacquerware and glass porcelain are all ready.

four, the sale of electrical appliances, Chinese and foreign furniture and large local products, customers can take the elevator up and down, things bought, the company is responsible for sending to the home.

The operation pattern of has been refreshing so far. People in Shanghai have been in a rush for a while, and a wave of western consumption has sprang up.

With the addition of many entertainment and catering facilities, some people joked, "as long as we come to the Yongan company, everything we need in life can be satisfied.

Dadong, which lives and eats, refers to the big east hostel and restaurant affiliated to the Yongan company. It has a shopping mall and a playground. If there is enough money to spend, even if you don't step out of the door of Yongan, you can spend your whole life in this small world.

the first box elevator in Shanghai is the Otis card imported from the Hui Zhong Hotel (now the South Tower of the Peace Hotel), but it was only seven or eight years from the time Mr. Otis invented the elevator.

And where is the first escalator in Shanghai? It is also Otis brand in Daxin company.

Daxin company is the latest one in the four major department stores (1936), so it needs to be surprised at the need for business and at least on hardware.

now, in the archives of the company's opening day, the journalist has a description of the escalator as follows:

"there is also an escalator, like the ordinary staircase, where passengers can move up or down directly if they are on the pedal level. They are neither dizzy nor quick.

At each level, only one person is allowed to carry more than 4000 passengers in one hour.

At this time, the foreign engineer who made the automatic slide happened to be beside him. According to he told me, there are many places to use escalators in foreign department stores or large organizations, but in China, this is the first company in Daxin company to install it first.

He guided us to try and ride the two floor and reached the third floor. It really made people feel convenient and fresh.

It is expected that many people will be curious to try the ride on the opening day.

promote the change of popular trend

what is sold by a large department store, often through media, advertising or word of mouth, which leads to the popularity of the middle class such as ladies, ladies and white-collar workers, so as to promote the popular pformation of consumption climate, especially in some foreign brands, foreign styles, such as suits and wedding dresses, formerly men wearing more gowns and gowns, and women mostly wear traditional cheongsam. Since the introduction of western style clothing by large department stores, people gradually become proud of wearing new styles of clothing, and when they are married or other festivities, they must wear solemn and dignified style.

Yongan has a large proportion of imported goods, such as woolen cloth, French cosmetics, Swiss watches and clocks, and German electric appliances. You can say that there are almost everything you can get, and most of them are British goods.

Small goods such as egg whisk, wooden spoon and brush, foreign department stores disdain to operate, and general stores are difficult to guarantee quality. Yongan company specially sends people to customize abroad, so we must strive for excellence.

at that time, general enterprises or shops were all men, and department stores employed female staff to promote goods. This was also a novelty at that time, for example, the tobacco counters at department stores were mostly female employees, all of whom were good-looking and slightly applied, but on the contrary, there were many handsome salesmen in the cosmetics counters.

The ConK1in company in the United States set up counters on the first floor of Yongan to hire a young, beautiful and English speaking miss Shanghai to promote the golden pen.

At that time, female staff were very rare, so the appearance, courtesy, dress and make-up of these female staffs aroused the interest and imitation of Shanghai people.

When Xu Zhucheng, a famous journalist from Hankou in 1936, came to Shanghai from P, she went to Yongan to find out that a "Miss Kang Ling" on the counter had bright eyes and white teeth.

at that time, in Shanghai, there were more than thousands of companies of all sizes, but in the miss or wife's mouth, the company was not a broad term, but it was specifically referred to as the four largest company on Nanjing road.

"where do you buy your clothes?" a lady asked another wife.

"A few days ago, my daughter accompanied me to the company to buy it."

Another lady answered.

"Pretty!" she thought, and went to the company to see if there was any new style.

Such a question and answer, in the case of people who are not familiar with this situation, do not know where the company is, but the people in Shanghai who like to buy it understand that the company is the company -- Shi Shi, Yongan, Xinxin and Daxin.

Among them, the Yongan company has the biggest influence, the company first refers to Yongan, and then the rest.

Nanjing road department stores are mostly senior staff and family ladies, especially the latter. A pair of mahjong is put down, and a few of them are sent to the company to spend. After consumption, people even take the goods, and then send them back from the company's car. The day's activities are over.

Where is the fatigue of today's "shopping"? When the taxi company's big advertising posters painted the taxi driver waiting for the door to open, the protagonist was always a pretty woman, carrying a large bag of small bags, and the bags were printed with signs of Yongan, Xian Shi and other companies.

three department stores in a white bag .

indeed, Shanghai people regard shopping in department stores as a great enjoyment.

In general, there are hotels, amusement parks, movie theaters, dance halls, teahouses and so on in the department store. The Yongan company has a large "/p".

the East ballroom creates a precedent for the combination of business and entertainment.

This ballroom is also the first sign of Shanghai's "ballroom" sign.

Department stores use dance hall as a call and open business. Even customers who come to shopping can spend money on dancing and entertainment, bringing Shanghai's new Shanghai style entertainment culture.

At this point, the dance hall, a foreign gadget, has entered the public life of Shanghai openly and become a new and popular commercial entertainment activity.

At that time, "going to the company" became synonymous with Shanghai people's appearance and entertainment.

In summer, the playground of Yongan and Xian Shi on Nanjing road will move to the top of the building, known as Roof garden.

They are located in the downtown area, with convenient pportation and high expectations. Shanghai has a panoramic view.

The head of the company, who understands business, opens up an open-air playground on the roof to attract tourists and business is booming.

These Roof garden tickets are cheap, four per person, and sometimes buy one get one free.

There are all kinds of flower bonsai, various games and performances: storytelling, drum, beach spring, magic tricks, acrobatics, comic, and women's new plays.

the Roof garden, which is set to watch, watch and enjoy the cool breeze in the air, has become a new fashion for people to enjoy the summer heat. Once it has been opened up, it will be favored by people.

At night, the sun sets and the summer heat is gone. The neon lights of the Roof garden are a good place to cool. People come here to snack, play cards, drink tea, watch a play or enjoy fireworks.

Shanghai's "waitress" was the unique name of Roof garden attendants.

Xinxin company is the third large department store set up in Nanjing road after Yongan and Nanjing. In order to attract customers, Xinxin company has set up a radio station called "glass radio station", which is located on the six floor of Xinxin company. It is surrounded by glass walls. Customers can see the broadcast through the glass, and see the rare actors and famous anchors.

Apart from news and music, radio content also advertises new and new companies and their products day and night, much like today's "consumer guide".

Customers here can watch and broadcast their performances while shopping.

This is a good idea for radio stations. Like the novelty of Shanghai, ten or ten people have been invited to patronize each other.

the amusement parks, Roof garden, skating rink, and hundred shows are rich and entertaining, and become a good place for entertainment activities of Shanghai citizens.

Many tourists will take a stroll around the mall after pleasure and sightseeing, and promote the increase of the sales volume of the shopping mall. After that, they will also go shopping after shopping.

customers are always right.

the famous mainland bank in the 30s of last century built the mainland shopping center on Nanjing East Road. After renamed the Donghai building after liberation, it is now the 353 square. Originally it wanted to compete with the four big department stores. At the beginning, it also did some fun for a while.

However, the interior of the building is small and has mixed functions, and the products sold are numerous, but the location of goods is medium and chaotic.

The general public can not afford to buy. The rich class does not want to come. They are more attracted to the citizens who have made special trips to Nanjing road.

In addition, the rent is still high, the manufacturers and businesses are prohibitive, and the operation has been poor.

the operators of the department store of Nanjing road were originally Australian Overseas Chinese. They were widely contacted with foreign traders and manufacturers. In line with the principle of "no one and me" and the principle of "people being good with me", they imported large quantities of foreign high-end goods and were well received by Shanghai affluent families.

Those waiters know English, Cantonese and Shanghai dialect. They are very familiar with the commodities they sell. For example, the salesmen of the silk department often come from the Suzhou and Hangzhou area in the silk town.

More importantly, the company's service concept leads Shanghai's business services in the forefront of the country. Customers entering the department store often come to the first sign of a neon sign: Customersarea1waysright (customers are always right).

the hot water bag was a medical appliance. When a female customer came to Yongan, she offered to help her to make a change, so that he could carry around the heating. The company immediately saw business opportunities and went to the United States to make a batch of hot water bags for women's daily heating.

In order to satisfy some of Mrs. Kuo's preference for foreign brands, the company registered a trademark in the United States and advertised in the newspaper, resulting in excellent sales.

I have read the rules of the reception of customers in Shanghai's major department stores in detail, such as "small wooden stools in every part, so that customers can sit down and pick up goods", "deliver customers to the doorway, and hire cars on behalf of customers". "During the month or so around Christmas, there are white printed multicolored paper bags and multicolored ribbons for wrapping and selling goods without extra charges".