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Zhang Yuejin: How To Bring The Advantages Into Full Play?

2014/1/18 16:41:00 32

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Zhang Yuejin Yansha Mall Department Store

Below P, China's high-end department stores are under unprecedented pressure. The overall economic situation is not optimistic, consumer demand has shrunk, Internet sales have risen, overseas purchases have also become a trend, and various costs such as rent, labor and so on continue to rise. These factors have brought tremendous pressure and challenges to China's high-end department stores. 
In the new situation, where should the high-end department stores go? How to stick to and innovate? Recently, a reporter interviewed Zhang Yuejin, general manager of Beijing Yansha friendship mall Co., Ltd. 
 high-end department store four sides pressure /p >
 property owners only have a slight discount to the brands in department stores, and no one in the store will go with the department store. They will choose to stay in place, and the property owner can take over the entire department store smoothly. 
"P > reporter: this year, the domestic high-end department stores overall business downturn is more severe. What do you think are the main factors causing this situation? /p >
 Zhang Yuejin: first of all, the whole economic situation is in a doldrums, the economic growth rate is slowing down, domestic demand is sluggish, and the demand for high-end consumer is shrinking. This is one of the most important factors. At the same time, the new clause 8 issued by the Central Committee of the CPC has also restrained the high-end consumption. 
 secondly, many consumers purchase high-grade luxury goods abroad and have a big impact on the sales of domestic high-end shopping malls. The difference between luxury goods at home and abroad is too big. Why can't people bring tens of thousands of dollars to a single trip? Why do people not bring it? The price of imported luxury goods is partly due to the price strategy of these luxury goods manufacturers, and on the other hand, it is also related to high import tariffs. In fact, although high tariffs on overseas luxury goods increase taxes, the impact on domestic consumption will continue in the future. 
 Third, the impact of online shopping. Although the impact of online shopping on high-end products is relatively small, the selectivity and convenience it offers has changed the way people consume and shop. 
 in addition, from inside, the rising cost of rent, labor and other costs has brought great pressure to the operation of enterprises, squeezing the profit margins of commercial enterprises and reducing the profitability of enterprises. 
Less than P, including us, most department stores in the country are still leasing property management. At present, many shopping malls are facing the embarrassing situation of renting the rent at the end of the lease period, which will impact the continuous operation of the retail enterprises. Nowadays, most department stores in China adopt the joint mode, and their business capability is deteriorated. The main business entities in the department store are branding providers and suppliers. Under such circumstances, the owners of the department store have a slight price to the brand dealers in the department stores, and no one in the store will go with the department store. They will choose to stay in place, and the property owner can take over the entire department store smoothly. 
 on the one hand, the scale is small, on the other hand, the business mode is relatively simple. This is not only our situation, but also the urgent need for the whole department store industry to change. 
Reporter: can a department store change the current embarrassing situation by changing its business mode and increasing its own business? P strong.
 Zhang Yuejin: now the department stores are talking about self employment. The question is what is the content of self run? This involves a series of problems such as personnel, goods and marketing. These problems can not be changed in the short term. If we blindly do our own business, I am afraid that there will be a great shock to our performance. Therefore, for the transformation of business mode can not be too anxious, we need to carry out long-term exploration and make full preparations. 
 customer value is the highest value .
 some shopping malls can not attract brands to the top brands, because they do so in order to meet the needs of the brand, but ignore the wishes of the customers. Ultimately, no customers, and the brand owners naturally do not want to go. 
P: reporter: is the pressure faced by the industry also affected the operation of Lufthansa? /p >
Zhang Yuejin P: as a member of China's high-end department stores, Yansha will inevitably be affected. Now Yansha's business is indeed facing challenges. First of all, on the scale, 20 years ago, we were the biggest stores in the country, but at the moment, a new community store may be bigger than ours. Now, if the department store or shopping center is not big enough, the investment will increase accordingly. In addition, in the commercial mode, all stores of Yansha are leasing businesses. At present, leasing management has been challenged in terms of cost, risk and location. 
 at the same time, because of the mushrooming of high-end shopping malls in recent years, some high-end brand resources have become scarce. These high-end brands also have the absolute right to speak, and they often ask the shopping malls to ask for a lot of money. For example, the price of some big entry shops has been rising in recent years, not only requiring large area, hundreds of square meters frequently, but also higher and higher decoration fees. In the face of such a market, if Yansha does not have strong customer resources and can only provide dozens of square meters of space for the brand, there is no way to negotiate with the branding. This is also a game. No brand does not value the quality customer resources of Yansha mall. Customer value is the highest value, which has been well reflected in the game with branding. 
 reporter: how does Yansha grasp the quality customer resources by creating customer value? 
 > a href= "http://www.91se91.com/news/index_c.asp" > Zhang Yue Jin < /a >: we first improve and develop ourselves from the position of Yansha. Yansha is very determined to take the high-end department store route, regardless of the commodity structure, commodity layout, commodity adjustment, customer resources and so on, we all focus on the idea of high-end department stores. The most important feature of a department store is that the combination of brand and category is very clear, so that customers can choose goods according to category. Nowadays, many shopping malls have not arranged their products according to the category. In order to give the best place to the first floor, who usually has the most important cards? As a result, the layout of shopping malls is neither like department stores nor shopping centers. However, the commodities in Yansha mall have been strictly arranged according to the requirements of department stores. The first floor is a supermarket and the other is cosmetics. Whether the international brand or the domestic brand is distributed on the same floor as required by department stores. 
The first reason is that we do not have a super large condition. The main reason is that we think that department stores should be such a layout. This combination is conducive to the complementarity of domestic and foreign brands, and convenient for consumers to choose commodities. The results of P are also the strongest. We use the concept of department stores to communicate with brands or suppliers, and finally reach an agreement. Although our size and scale are not very large, the choice and convenience of our shopping malls are far more convenient than those of other shopping centers. Therefore, we insist on a clear positioning and clear, consistent with customer demand brand portfolio. If Yansha first started by high-end shopping malls, its competitiveness now comes from the competitiveness of its performance. Many domestic and foreign brands have created the best national performance in Yansha, which is not only the success of Yansha business, but also the Yansha accord with the wishes of customers. Some shopping malls don't attract brands to the top brands, because they do so to meet the needs of the brand and ignore the wishes of the customers. Ultimately, there is no customers, and the brand owners naturally do not want to go. 
 in fact, Yansha always insists on thinking and positioning the commodity mix and layout from the customer's perspective, and has not changed for many years. 
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The rapid development of shopping mall has brought a great impact on the traditional department store industry. Generally speaking, the advantages of shopping centers are many functions, large volumes, and all kinds of products. P shopping is a one-stop shopping mode. "--EndFragment--" But people who go to shopping centers are different from those who go to high-end department stores. To high-end department stores are mainly business people and successful people. For these people, time is the most important. They hope to choose the most satisfying things in the shortest time, and the department stores are very much in line with their requirements according to the category layout. In Yansha mall, brand distribution is based on 5% top brands, 55% famous brands and 40% regional brands as commodity structure. Meanwhile, department stores tend to have compact commercial area, fast shopping efficiency, convenience and no fatigue, suitable for price comparison. After comparison, it is easier to buy goods that are desirable, and consumers can finish shopping in two hours. 
 make the best of the advantages 
 there are many advantages and resources that virtual stores can not match. However, many of our peers do not make the best of these resources at present. But this mountain looks high on the mountain, and the mountain does not burn firewood. In essence, it does not identify the symptoms and direction. This adjustment can not solve the problem. 
 reporter: what principles do you base on brand selection? /p >
 Zhang Yuejin: in Yansha, many brands are imported for the first time in China. In order to meet the needs of customers, we need 3 brands for each category in terms of brand positioning. First, the internationalization of the positioning brand, representing the level of the mall, but the gross margin is not necessarily high; the second category is the characteristics of the brand, more characteristics, good results; the third category is the effectiveness of the brand, the visibility is not very high, but it is very suitable for the needs of domestic business people, business volume and profit margins are very high. With these three brands, customers are more selective. At the same time, if a brand has entered many different grades of shopping malls, it can no longer reflect its unique high-end honourable sense, and it is difficult to meet the needs of the customers of Yansha shopping malls. We will withdraw it. 
 reporter: it is said that < a href= "http://www.91se91.com/news/index_c.asp > > Yansha" /a "seldom discounts, will this affect the purchase rate of customers? /p >
 Zhang Yuejin: Yes, generally speaking, Yansha mall will not take a discount to attract customers. Because our main customers are successful business people, discounts are not significant for them, and too many discounts also reduce the level of shopping malls. We are more through membership value-added services, so that we can fully enjoy the privileges of members. For example, we have special VIP parking area, we have VIP reception room, VIP members can receive guests here, study, relax, do beauty, etc., all kinds of refreshments are free of charge, VIP members in our reception room can enjoy the noble service, but also can maintain a sense of privacy. At the same time, the points that members earn in shopping malls can not only exchange electronic vouchers for shopping, but also can be used in almost all places of shopping malls, covering all aspects of the life needs of members, so that members feel very practical and convenient. Usually we have a special person to manage VIP members one by one. Our concept is to build a platform to meet the needs of customers at this level in terms of quality and life. For example, we often organize various health, life, culture lectures and activities, and send tickets to theatrical performances to members. At the same time, we divide them into many different circles according to the hobbies and habits of VIP members, and organize precise marketing activities accordingly. Through the arrangement and service of members' delicate life, our members' needs in material and spiritual levels have been satisfied, which has enhanced their sense of honor. 
 our customers value Lufthansa brand value, commodity structure and service level. At present, we have about 300 thousand members, of whom VIP members have about 14 thousand people, and the shopping volume of their members accounts for 80% of the total sales of the shopping malls. This is a fairly high proportion in the whole country. 
 at present, many department stores are shopping centers, and a large number of restaurants and other entertainment items are introduced. Although the popularity has been gathered, the difficulty of making profits is relatively large. In my opinion, to make a department store, we must highlight the main business and enhance its main functions. The idea of Yansha is to do what you can to the utmost and not to do it. Many department stores have transformed into shopping centers, which in a certain way have adapted to the needs of consumers. In fact, there are many advantages and resources that virtual stores can not match in physical stores. However, many of our peers do not make the best of these resources at present, but this mountain looks at the high mountain, and then goes to that mountain without firewood. In essence, it does not identify the symptoms and direction. This adjustment can not solve the problem. 
 using Internet thinking to do physical store > /strong > /p >
 we do not reject the electricity supplier, but we will make our electricity supplier suitable for our customers according to the high-end commodity positioning and customer preferences, rather than blindly follow suit. 
 reporter: I heard that you have just launched a "micro shop". What is a specific concept? 
 Zhang Yuejin: the micro shop we are doing recently is also adapting to the trend of the Internet age and changing the way of thinking and thinking. With the advent of the Internet era, our way of thinking, customer retention, customer choice and so on have all changed. Consumption in the Internet age is all-weather. With the opening of micro stores, customers can pay attention to our products anytime and anywhere. At the same time, the concept of "customer" has changed. Customers in shopping malls are customers. Are those fans counted as customers? Although they do not come to Yansha today, they may come to Yansha tomorrow, and they are potential customers. Later, our customers will be made up of fans who want to buy things. 
 our "micro shop" is actually a collection of several shopping malls and supermarkets in the mobile phone shopping APP. It includes four parts: the shopping mall of high-end department stores, supermarkets and stores, the "micro shop" which collectors favorite merchandise, the "micro society" that releases the information of Yansha stores, and the "friends" that invite friends to go shopping together and share shopping experience. But unlike other electronic business platforms, our "micro stores" do not support direct orders and payments. 
Relative to P, our micro-blog and public WeChat account status is relatively mature. Up to now, the amount of micro-blog fans has reached more than 20.5 million people, reading more than 33 people, transmitting nearly 10000 articles, and nearly 4 fans of public WeChat fans, releasing more than 4 pieces of information and responding to more than 1 pieces. In the future, the micro marketing of Yansha will be jointly supported by micro-blog, WeChat and micro stores. 
 > a href= "http://www.91se91.com/news/index_c.asp" > electricity supplier < /a > is the enjoyment brought by social progress and technological development, and can get rid of the tedious shopping, but the application, integrity and after-sale are unavoidable. We do not reject the electricity supplier, but we will make our electricity supplier suitable for our customers according to the high-end commodity positioning and customer preferences, rather than blindly follow suit. 
 to be practical and realistic, the traditional department store industry has not yet found a suitable way to enter the electricity supplier. We want to enter the network, but do not burn too much money. Facing the vast ocean of Internet resources, every customer group of our enterprise is just a drop in the ocean. We are faced with a difficult choice to let our enterprises sail from the Red Sea to the blue sea.