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Traditional Department Stores Lack Individuality, Shopping Malls Face Their Faces.

2013/7/31 20:30:00 18

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in addition to the impact of the electricity supplier, we must admit that the homogenization of department stores is becoming more and more serious. The same pattern of goods and shops often confuses consumers: Why are shopping malls almost alike? 
 in order to develop more customers in such a situation, experience consumption has become a new outlet for offline shopping malls. 
 "people ask me where I am. My mind was stuck at that time. I even stroll around a few shopping malls, almost the same." Last Sunday, Miss Ning, who was visiting several shopping malls near Xidan, answered a phone call from her friend. She suddenly lost her mind and could not remember which store she was in. 
 "the shopping malls are so much alike now." Miss Ning, who often goes shopping, told reporters, "take ONLY, VEROMODA and Jack Jones as the brands. Every shopping mall in Xidan has the same style of decoration, the same background music and the same sales promotion way. Even a target=" _blank "href=" http:// www.91se91.com/ "> clothing < /a > hanging plate is almost the same location. If you don't feel dizzy, it will be weird. 
 reporter recently visited a number of shopping malls in Han Guang and Jun Tai, and found that apart from the different shopping areas, the brand similarity in the shopping malls almost reached 60%. Take only the mall's a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > brand, for example, the two brands of Han Guang and Jun Tai are all about twenty brands, and the styles of goods are almost the same. 
 in clothing, popular brands are available in almost every shopping mall, but there are no distinctive brands with different brands. In the cosmetics counters, the faces of several big stars are attached to each shopping mall, and the brand similarity can reach more than 90%. 
 "I don't think there is anything special." Reporters randomly asked several people in Xidan whether they would go shopping in any particular shopping mall. Most people said they would go to any house. 
 with the aggressiveness of electric business and the serious homogenization of shopping malls, experience consumption has become a new outlet for offline shopping malls. 
 more and more shopping malls have noticed this trend. They have started playing "experience cards", adjusting their formats, increasing leisure, catering, entertainment, and even the proportion of sports venues such as sports venues, museums, children's amusement facilities, aquariums and experiential sports cities. 
 multicolored city takes children as the core to win the surrounding family guests 
 with the increasing influence of children on family decisions and increasing consumption of services, the business format of shopping centers in China has also changed. Among them, the rising theme of children is becoming a new force in shopping centers, and has gradually developed into an independent shopping mall. 
Since P began in 2013, nearly 100 shopping centers nationwide have expanded children's brand investment and upgraded children's districts. For example, in the new round of brand adjustment, Beijing Zhong Zhong Kun square and the first Grand Canyon have increased the proportion of children's formats. 
 > "in the evening or at the weekend, the residents who live nearby relax in the big square. Children play around the musical fountain or play in the children's playground. The old people play chess or walk in twos and threes, while young white collars are eating in the mall or dating and entertaining. The middle-aged couple are buying the food and clothing in the next week." This is the ideal state of multicolored City outlined by the relevant leaders of Huarun multicolored city. 
 reporter visits found that in order to implement the idea of Living Mall and give consumers more comfortable shopping experience, multicoloured city has created a "one-stop" life service for children. The only Snoopy children's Park in North China is the main store, supplemented by children's clothing, catering, education and other rich formats. 
At the same time, "multicolored city" put forward the concept of "emotion" for the first time. While enriching the format, it also invested a lot of energy into the service of shopping malls, hoping to provide a better leisure and shopping experience for the residents around 35 kilometers P. 
 Beijing APM free shuttle bus service features "/p".
 as the landmark of the capital Beijing, Wangfujing is a must for many tourists to Beijing, and a large number of tourists are gathered every day. In order to enable tourists to have a good shopping experience, Beijing APM has built an independent taxi station for consumers to solve problems such as hard driving and hard work. There are also TV, fan, stools and other service facilities in the space. 
What's more than p is the fact that the independent taxi station launches the service content of star rated hotels only daily. When consumers prepare to get a taxi, there will be a station Service Ambassador smiling to open the door for him. When consumers are ready to leave after shopping, the service ambassador will deliver a free reminder card, which records the number of taxi drivers, the date of driving, and the information of the Public Security Bureau, traffic complaints, Tourism Bureau, Beijing Capital International Airport telephone number and so on. 
 the responsible person said that the reason why Beijing APM issued a reminder card is to further enhance the star standard of Hong Kong service and improve the international image of shopping malls. On the other hand, it is in line with the norms of taxi drivers in Wangfujing, and prevents and reduces the incidents of taxi malicious slaughter from the source. 
 at the same time, in order to fundamentally solve the problem of taxi driving, taxi driving and convenience for customers to travel, the Beijing APM also launched shuttle buses that allow the public to take a free ride at 20 to 22 o'clock in the evening. 
 it is understood that the bus will send a shuttle every 15 minutes. This service will continue until the subway line 8 opens through Wangfujing north station. 
 nowadays, the impact of electric business on physical stores is very obvious. Especially the brands that are located in the group of customers under 35 years old are largely affected, because consumers of this age group are very interested in online shopping, so the demand and experience of physical store experience is higher, thus forming a more comprehensive publicity orientation for brands. 
 for shopping centers, it is necessary to emphasize the experience of brands that are not price sensitive, such as fast fashion brands. To impulsively purchase brands, we should set up quality service display, music and lighting in the physical store to enhance the enjoyment of consumption. 
"P > Chaoyang Yuecheng exquisite interior landscape will bring a wonderful consumption experience to consumers. Indoor landscape design is based on the theme of water rhyme and fantasy city. The rhythm, rhythm and shape of water are integrated into the design, and inspired by natural elements, the interior decoration with artistic spirit is designed. Large to the hanging landscape, fountain waterscape, small to seat decoration, will bring you unexpected visual experience. 
 if consumers walk around in Chaoyang Joy City, you will find that the sense of experience is obvious. "In the Joy City, I can deeply understand the sense of life, such as the combination of home and flower shops, bookstores and coffee shops in various forms, where life and experience have formed a perfect combination. What is most striking is that the joy city has excavated some creative tenants in 798 art districts, and deeply appreciated the pleasure of art. Ms. Chen, who has a full range of art, said. 
 it is worth noting that the main gate of Yueyue city is planned to have "Xinyu square", which allows customers to make wishes, blessings, express love and share joy for their loved ones. On the north side of Yuecheng City, a large square garden of 30 thousand square meters was specially designed, surrounded by birds and flowers, surrounded by green plants. The huge urban oasis has greatly promoted the shopping experience of customers. 
 according to industry analysis, shopping in shopping centers is the same. Customers especially value "place spirit", which not only solves all leisure needs, but also appreciates art and experience the unique feeling of different styles in a place. 
 implantation of emotion should also be a way out in homogenization competition. At the same time, for the major shopping malls, this is an excellent opportunity to give full play to its advantages and counterattack the electricity supplier. With the changing role of shopping centers from shopping to social entertainment, future shopping centers are faced with the test of customer experience.