Guangzhou Businessmen'S "Double 11" Dislocation Operation Has Been Brilliant.

< p > last month, Yintai group, which owns 35 department stores nationwide, announced the cooperation with the a href= "http://sjfzxm.com/news/index_s.asp" > Tmall < /a >. The merchants set up the online shopping area in the physical store. When consumers try online and check the goods satisfactorily, they can directly take out the mobile phone to sweep the two-dimensional code on the commodity, and then the heaven cat will pay for it at a discount price.

People in the industry joke that this is the signal of the entity retailer's "surrender" line, but others believe that this is a shortcut for entities to break through in the flood of electronic business.

However, in the age of "mouse", it is impossible to evade the electricity supplier.

< a href= "http://sjfzxm.com/news/index_f.asp" > entity merchants < /a > is fighting against the electricity supplier through various means such as offline activities, adjustment formats and differentiated positioning.

"Double 11" is no longer a monologue of the electricity supplier.

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< p > > strong > the whole format: Food and drink, entertainment and investment. The key point is < /strong > /p >

< p > < < a href= > http://fz.sjfzxm.com/ > > double 11 < /a > is also singles day. Single Miss Ho and several girlfriends have already made an appointment. First go to Pauli Shuicheng for dinner, then go to see a movie and have time to go shopping.

"Singles day does not want to be alone at home. It feels desolate.

It's better to hang warm with friends. "

Miss Ho said.

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< p > even though the promotion of "double 11" businesses is in full swing, but for Miss Ho, these can not bring her warmth.

She needs to communicate with friends, chat and shop together, which are the advantages of entity businesses.

The person in charge of Oriental Plaza believes that in the case of "aggressive" electricity providers, increasing the experiential consumption format is a golden weapon for businesses to retain customers.

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< p > with the change of consumers' consumption concept and lifestyle, people are not satisfied with the traditional shopping form, and need more experience and spiritual enjoyment.

Therefore, shopping centers have adjusted their thinking, appropriately reducing retail projects, instead of increasing the proportion of experiential shopping formats. For example, by increasing the proportion of catering to more than 20%, the length of time that consumers stay in shopping centres can be lengthened to achieve the purpose of leaving consumers.

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< p > Foshan Wanda Plaza, as the third generation product of Wanda, has a significant difference in terms of format with previous generations. Clothing and department stores are gradually decreasing, while catering and leisure services are greatly improved.

It is understood that Wanda Plaza main store in Foshan has Wanda Department store, Wanda film IMAX, big singer KTV, big player super music field, large restaurant, etc., among which, except for Wanda Department store, most of the rest are experiential formats.

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< p > Shen Yanping, deputy general manager of Chuang hung Group Business Corporation, also said that in the process of attracting investment in the shopping mall, the department stores had consciously compressed the department stores to the lowest level, and increased the experience consumption practices such as eating, drinking and playing, which accounted for more than 40% of the total area.

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< p > besides, besides the standard of cinema, catering, entertainment and other experiential formats, the experience consumption of future children's formats will also become the mainstream of large commercial mall.

At present, the Oriental Plaza is preparing the largest children's Mall in the city, and the upcoming children's Theme Pavilion, Chuang hung city and Wanda Plaza, will also attract family consumption.

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< p > < strong > activities: "double 11" shopping is more than /strong > < /p >.

< p > although the electricity supplier has made the "double 11", but "double 11" is definitely not the monologue of the electricity suppliers.

Since the beginning of last weekend, Foshan's major shopping malls have also launched a vigorous "double 11" event, buying, killing and taking off the "light" action.

Discount activities in major shopping centres are mainly concentrated in department stores.

In addition, there are dazzling activities such as aviators, children's paintings, beauty fist competition and so on.

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< p > in fact, these offline activities are one of the important means for businesses to improve their sense of customer experience, and this feeling of being on the scene is the fundamental competitiveness of e-commerce entities.

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Less than P, the responsible person of Cade Plaza believes that shopping centers can still develop well even under the threat of electricity providers.

People always crave face-to-face communication and communication. The way of communication between people determines that the electricity supplier can not replace the real business.

PFL also believes that e-commerce is a trend in the information age, but I think that e-commerce is not a competition relationship with the real business, but a fusion relationship. E-commerce and real business will complement each other in the future.

Although e-commerce has the advantages of convenience, speed and low cost, it does not combine consumer experience, and experience is the advantage of real business.

But there are also insiders pointed out that entity businesses should fight to avoid price wars, and enhance customer shopping experience and after-sales service in two aspects.

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< p > strong > dislocation Management: attract consumers with thematic characteristics < /strong > < /p >

< p > besides the experiential format, the characteristic operation of the stores has also become an important bargaining chip to attract consumers.

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< p > < strong > Peng Lai Li square < /strong > /p >

P is a fast fashion way, aiming at young and middle-aged people who are following the fashion trend.

Along with the opening of the mall, the fast fashion giant from Spain, "a href=" http://sjfzxm.com/news/index_h.asp "ZARA < /a >, has carried out its first 4 sister brands Massimo Dutti, Bershka, Stradivarius and Oysho for the first time in Foshan. Besides, the fast fashion" H&M "from Sweden also introduced its sister brand" Oysho "for the first time in Foshan.

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< p > < strong > Foshan heaven bless City < /strong > /p >

Foshan Tian You Cheng, which will officially open at the end of this year, will create the first marine theme shopping center in Foshan, P.

The mall will build a large aquarium about 3000 cubic meters on its 3 and 4 floors. People can shop here and explore the secrets of the sea world.

The star Yao 101, located in the core area of Foshan new town square, will be the first one-stop wedding themed Commercial Plaza in Foshan, covering many kinds of formats such as wedding dresses, jewellery, specialty foods and so on. Besides, the mall will also introduce the largest cinema operator in Asia, CGV Star Studios Southern China flagship store.

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< p > < strong > Nanhai Chuang Hong Cheng < /strong > /p >

< p > the same is the South China Sea Chuang hung city opened at the end of this year. Its characteristics lie in the large proportion of catering, leisure and children's formats. According to the introduction, the shopping mall has Toys R & D, duo A Dream Theme Park and so on.

Wanda Plaza, which will open in August next year, will not only be able to work hard in catering, entertainment and other leisure formats, but its Wanda cinema is also worth looking forward to. The IMAX hall equipped with this cinema is second to none in China.

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