Double Adventure Business Opportunities, Lanzhou Shopping Center Innovative Operation

< p > < strong > facing the winning of electric business service < /strong > < /p >
< p > cosmetics are the selling points of Valentine's day. "Now the shopping environment is a hundred flowers bloom, and our biggest competitor is the electricity supplier represented by jumei.com." Lanzhou fashion Parkson (hereinafter referred to as "Parkson") make-up "a href=" http://www.91se91.com/news/index_c.asp "jewelry" /a, director of Zheng Yang said. "Many customers come to the counter to try cosmetics, feel good, write down the number and order online." For consumption, price advantage is an excellent attraction, and the smooth flow of logistics channels further magnifies the advantages of online shopping. < /p >
< p > "the price war with the electricity supplier is definitely not winning. We need to win the service." Zheng Yang said. Building a complex of shopping, leisure and culture is the transformation idea of Parkson. Parkson's Laneige counters are Lanzhou's service pilot. Recently, when it's cold and cold, Laneige will bring warm red dates and wolfberry tea to customers. Women can make hand films for free, men can read magazines, children can play with toys, and families can enjoy happiness. " < /p >
< p > in Zheng Yang's view, Lanzhou's shopping malls still have a relatively strong sales departmentalism. "We should take a look at Guangdong, look at Japan and Korea, and be more international." The world's largest department store, the new world department store in Busan, Korea, is highly praised by him. "People come to the new world, not only for shopping, but also for Spa, skating, and art shows. The mall conveys a pleasant and enjoyable consumption experience. < /p >
< p > < strong > facing competitors for fans > /strong > /p >
< p > Valentine's day, sweet dates are indispensable. Beijing Hualian Lanzhou Dongfang Hong a href= "http://www.91se91.com/news/index_c.asp" > shopping center < /a > (hereinafter referred to as "Hualian") launched a "eight minute appointment" event during the festival. A successful couple can get a couple photo weapon, Samsung ZOOM handset. "If you want to participate in activities, send the specified information to the shopping mall WeChat platform." Lv Xilin, planning department of Hualian marketing department. "At present, dozens of people have signed up through the WeChat platform." < /p >
< p > in addition to "eight minutes appointment", buy chocolate gift cups, special Valentine's Day movie tickets and other preferential information on the Hualian's WeChat public number. WeChat has been an important marketing and communication venue for Hualian, and turning consumers into fans is the direction of Hualian. < /p >
< p > "our WeChat official has been officially operated since October 2013 and has 40 thousand fans so far." Lv Xilin said. < /p >
< p > Hualian has been exploring new media. "We also ran the official micro-blog before, but micro-blog's user stickiness is too low. Complex information makes it easy for consumers to not see our content. The WeChat public platform can only publish information one day, intensive content, high user stickiness and better interactivity. Lv Xilin said. < /p >
On the eve of new year's Eve, Hua Lian WeChat released their new year's revision plan: Monday's promotion of leisure, Tuesday's film recommendation, Wednesday's talk about beauty make-up, Thursday's delicious food and weekend's chat trend. Lv Xilin said: "compared with the promotion of more fragmented shopping malls and business activities in the past, the revised version of WeChat is more like this e-magazine, featuring more thematic and service. Through interaction with Xiaobian, fans will have closer ties with Hualian. " < /p >
< p > < strong > facing policy tightening, retail < /strong > /p >
< p > 2013, the central government's "eight provisions" were implemented everywhere, and frugal economy and simple style of work were popular in government and enterprises. For high-end products, less than a href= "http://www.91se91.com/news/index_c.asp" > Sales < /a, it is like a sudden drop in winter. < /p >
< p > "during the Spring Festival, there is no single list of purchases. There are at least two or three singlets in the past year." Zhou Dafu, Parkson shop assistant Xiao Li said. According to Lao Fengxiang staff, sales of gold bars and gold ornaments this year dropped by nearly 50% compared with the same period last year. < /p >
< p > besides gold jewelry, watches are also influenced by external factors. "Last Spring Festival, the high-end brand watches such as plum blossom were selling well, and this year's watches sold at 1000 to 3000 yuan, such as Tissot and CASIO, sell better." Zheng Yang said. < /p >
< p > the decline of the list makes businessmen cherish the opportunity to keep pace with personal consumption on Valentine's day. "This year we will offer a full 2000 discount of 150. In the past, the amount of the gift must be less than 10% of the consumption amount again, and this year there is no such restriction. If the store has 150 yuan of merchandise, the customer can take it away directly. Zhou Dafu said the salesperson. < /p >
< p > in addition to discount rebate and other activities, the marketing means of merchants are endless. Lao Fengxiang launched the price of "1314" ring, meaning life. The Korean skin care brand Whoo introduced the Korean style silk satin gift box. Senior hall also introduced "red honeydew" Valentine's Day special gift box. < /p >
< p > according to Zheng Yang, sales of Parkson in 2013 showed an upward trend, accompanied by a rise in the number of sales and a decrease in the unit price. "This is a challenge and an opportunity for us. How to make ordinary consumers more interested in Parkson is the direction of our efforts. < /p >