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Chen Xucun: Upgrading Experiential Services Instead Of Department Stores

2014/2/21 20:32:00 63

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Electricity Supplier Department Store Shopping Center

have you noticed a news headline a few days ago that the sales volume of 54 shopping malls in Shanghai is not as good as that of Tmall Taobao in one year? What is the future direction of the department store? The title is shocking, and a closer look is made. The article compares Tmall's Taobao "double eleven" one day's extreme sales volume with pure eye. 
Less than P, however, the traditional department stores are now in decline. The reporter recently visited Chen Xucun, the chief operating officer of new world department store. He was one of the three swordsmen who rescued the Zhengda square in the past. 
 Chen Xucun admits that < a href= "www.91se91.com/news/index_cj.asp > > electricity supplier < /a > and shopping center impact on department stores does exist. However, the fundamental reason for this kind of impact is the change of consumers' consumption habits. The impact of this change on department stores is not as huge as what the outside world imagined or depicted, because after all, there are different customer groups. However, the traditional department stores must now follow the change of consumers' habits. He thinks that the department store mode that integrates the shopping center format and the buying department self operated department store are the transformation direction of the department store, and the new world department store under the leadership of him is doing the same thing. 
 big data is the essence of Internet transformation /p >
P: reporter: the outside world thinks that the traditional department store is seriously affected by the electricity supplier, and the department store has also been upgrading, reconstructing and reorganizing it for a long time. Has the new world department store felt this kind of impact? How big is the impact? 
 > a href= "www.91se91.com/pioneer/" > Chen Xucun < /a >: I still walk on this question today. Our impact is not as great as the outside imagination. Our sales are still growing, and the rate to shop is basically the same as that of the previous year. In fact, the electricity supplier and our customer base are very different. This can be seen from the price of our customers. Generally speaking, the price of customers on Taobao is less than two hundred yuan, and the price of our customers is generally five yuan or six hundred yuan, so our customers are different. How can it take away our business? 
P, of course, the electricity supplier will surely take away part of our low-end customers, but most of the consumers are still there. As to whether the future will continue to take away our high-end customers, I can not say that, so now we should start to change. 
 reporter: now the traditional department stores have entered the mobile retail business. The Wangfujing Department has allied with Tencent and launched WeChat payment in the capital market. What do you think of the future of mobile retailing? 
 Chen Xucun: my team and I also discussed the matter of Wangfujing. The capital market is very hot, but actually we did it earlier than they did. In October last year, we worked with Tencent Fu Tong Tong to develop online payment business and launched the first virtual prepaid card in China. It's better to do it sooner than to do it. We will also cooperate with Alibaba in March this year. We are doing all these things. 
 I think the department store needs to do more "big data" in the Internet field. Now we have built the VIP data platform of the whole country. The VIP score of new world department store can be used in any new world department store or Paris spring department store in the whole country, so is shopping card. The most important thing for a department store to touch the net is not to invest much money but rather to get close to users. From Facebook, YouTube to domestic Alibaba, Baidu, Tencent, these excellent Internet companies develop their paths first close to users, understand the needs of young users, and become the darling of capital again. 
 change is to adapt to consumption habits /p >
P: reporter: the trend of shopping centers has gone beyond the traditional department stores. There is a view that consumers want to buy something they want before shopping, but the habit of shopping now has changed. Instead of simply buying things, they want to have a place for tea and entertainment. This change in consumption habits is the main reason for the decline of traditional department stores. What do you think about the change of consumers? How do you see the trend of shopping centers going to department stores and shopping malls in department stores? 
 Chen Xucun: whether it is now the shopping center department store operation and department store shopping center, or the integration with the Internet, are all department stores seeking cross-border means, and the essence of cross-border is to meet the needs of consumers' mixed and diverse needs. Consumers will not choose to enter the shopping mall because they are "department stores", "shopping centers" or "electric providers". 
 shopping centers and department stores are relatively low threshold industries in terms of high-tech industries. Although they are all innovating, they are not "innovative from scratch". In my view, the future retail industry will be a "melting pot" and "boundless" format, surpassing all fixed modes and forms, and content demand is king. Department stores can contain shopping centers, and shopping centers can include general merchandise. Therefore, department stores should integrate into the shopping mall mode, increase food and entertainment experience, and increase interaction with consumers. However, we have made such a change entirely because consumer habits have changed, so we have to follow suit to meet this change. {page_break} 
 the direction of buying department stores is definitely right. /p >
 reporter: there is also a view that the reason why traditional department stores are less skilled than others is that they rely on the single mode of rental property for a long time to earn profits, lack of their own commodity management capabilities and cause serious homogenization problems. Therefore, the purchase of department stores has been highly praised for a while. What do you think of the development of hand made department stores in China? 
 Chen Xucun: the direction of buying department stores is definitely right. It can solve the malpractice of shopping mall homogenization through the differentiation of commodities, but it is not easy to do well, because buyers' vision is very important. New world department store is doing this kind of thing at present. We set up LOL self brand store in department store and operate household articles with higher gross profit margin. Now there are 4 households in the country. We hope to reduce the traditional sense of department store business by providing personalized demand catering to the new consumption era. 
Reporter P: as a representative of a buyer's department store, lac Crawford chose to return to Shanghai last year after a failure in Shanghai. But it is strange that it is a buyer's department store, and the commodity self run is supposed to have a price advantage. In fact, its price is not cheaper than other shopping malls. Do you think it will be successful this time? 
 Chen Xucun: the direction of Lian koff is right. Self marketing and market segmentation are all strategies I agree with. However, the commodities they run are relatively high-end, and they choose to serve high-end people. They are relatively small, and I want to serve more people and have different interests in the mass market. Moreover, the products it provides may be too advanced, and consumers may one day achieve this level, but no one knows whether this time is ten, five or three years. And if he continues to that day, if he can stick to it, he should be able to succeed. 
 I don't think the price advantage of its products is due to the fact that the tariff problem can not be reduced. On the other hand, its sales scale is small and there is no purchasing advantage. 
 Chen Xucun's speech: 
 e-business can not be replaced by < a href= "www.91se91.com/news/index_c.asp" target= "_blank" > experiential service < /a > /strong > /p >
 money does not necessarily understand the pursuit of quality of life, but there must be certain ideas. We see a huge potential consumer group growing. In 2009, we cut the traditional department stores into living rooms and fashion houses. If you simply describe it, it is a department store, which has the function of shopping center, catering and entertainment services, that is, life hall. Generally speaking, they are relatively large. Then we can not walk the market segments, this is to be analyzed. 
 because consumers at all levels have their own psychological needs, then our theme department stores will focus on the trend, image and personality. A few years ago, we were no longer divided into high grades and low grades. We positioned ourselves with the needs and habits of consumers. Now we have 21 lifestyle museums, which will continue to live in the pavilion. This is for sure. Because many people will say that e-commerce has risen, but e-commerce can not replace experiential services. 
 today, our VIP exceeds 3 million 500 thousand, the number is very large, our micro-blog fans are over 1 million. In fact, after our reform, we are not only hardware, but our software and customer service are constantly upgrading. As a management, people can not win the sky, but we can still make use of our efforts and wisdom to find a way of sustainable development. After talking about this, our age, our background, how do we see department stores? 
 the fusion of fashion and marketing. If you have ever been to a Vietnamese restaurant, I will tell you that he calls French Vietnamese food. It's not Vietnamese food. As soon as I heard it, it was already a cultural commodity. Why is there such a demand? Just now, consumers are now diverse and complicated. We can not do single things, but very important, what our consumers always consume is content. 
"P > our industry is very clear, I am a shopping center, I am a real estate, I am a department store, from investors, capital markets, industry, there is a distinction. Because the cycle of return on investment is different, the demand is different, but if we do something to serve consumers, there should be no distinction. To put it simply, is there any consumer saying, because you are a shopping center, I will come often. Is there any consumer saying, because you are a department store, so I will not go. No, as long as we find the needs of consumers, there is a natural flow of people. This KPI is not, I do not know how many people can understand this KPI, do sales, the first KPI called the visitor, the second KPI, called transformation. When people come and have needs, you must do well in your service. Third, satisfaction. Finally, your market positioning. 
 in fact, your product has something to do with you. Several KPI overlap, that is, sales. If every KPI grows, then sales will grow. If we only care about the passenger flow, we can't go up in sales. It's impossible. 
Landing P is not easy. Sometimes landing a concept is not easy. Because there is need for experience and academic needs. Our industry in China for a short time, there is no professional learning. Later, in the past few years, many professional academics came out without ten years of research. Therefore, concepts are concepts, and implementation is more difficult. There are some words, shopping centers, regional main stores, regional department stores, this is my first time to hear, there is no main store, how to locate the shopping center? {page_break} 
 it should be said that different shopping centers have different main stores. Let me give you a few simple examples. If a shopping mall with a very large area, I define a larger area, you should have five larger main stores, and one of them is probably a comprehensive department store. There are about one hundred thousand of them. First of all, look at the geographical location, for example, the city center, people coming and going. Why do you make department stores? So the main store should look at the geographical location, one hundred thousand is still possible, fifty thousand is difficult. Fifty thousand, maybe the so-called main store is the standard we can generally understand, that is, a little more than the main store. I am positioning myself, the main store is positioning, the role of customers, this is purely personal opinion, not a standard. You may say that instead of going to the main store, you go to a department store. Be on the cards. Let me give you another example. Many people can clearly understand that cinema is the main store. If you need a movie theater as your main store, I hope he can really bring people to your biology. There should be 6000 square meters, a big cinema and a big screen. Add 10 more movie theaters. If it's the main store, it's almost 2000 square meters. If you want to turn him into a main store in the future, it's best not less than 3000 square meters. 
 if it was only an element in the year, 1500 square meters, 2000 square meters, that is the theme department store, no problem, this definition can not be wrong. Because we choose tenants, when the concept of planning is not, you will be wrong. What the main store does for you is the flow of people, but not the rent. His rent must be below average. The main store can bring you some of the flow, but you also need to share your shopping center. 
 if we make clear the concept of planning, there will be no sub stores. There should be no sub department store. It should be considered when planning. If you ask a department store to come in today, he can't get the rent. You can't drive him away because his rent is too low. But when you want him to be the main store, but give him a main store again, it is the area of the main store, and the rent is also the standard of the next main store. But this is another matter with the theme department store. Because many fast fashion themes are department stores. 
 I made a simple analysis of myself. There are four types of patterns. 
 the first is the integration type, that is, we add a lot of entertainment, food and beverage services to our department stores. Life hall is the concept. 
 there is also a kind of semi Union. I reluctantly define this. In a shopping mall, you will find that department stores occupy a very important position. The only difference between them is whether the leading teams in shopping centers are dominated by department stores or shopping centers. In those days, when shopping centers were done by our team, Shanghai's (name) Plaza was the same type. Very successful. Do not think that this era has passed. Korea's Times Square, the Korean New World department store also occupies the most important position. There was only one simple shopping center in the past, and invited a theme to go in. Everyone has been to Hongkong. I will briefly talk about the elements in Harbour City. This kind of project exists in the mature market. There are four types of shopping centers and department stores. The first is pure shopping centers, followed by half. 
 Third, that is, department stores occupy a large area. You can allow a department store to manage department stores, but when I was a department store, I categorized some kinds of department stores into cosmetics, shoes, gold jewelry, women's underwear and accessories. These suppliers do not need a lot of area, but they need atmosphere. The key to growth of department stores is rent and gross profit. 
 fourth is the shopping center department store. Many people now say that shopping center department stores are operated and called department stores shopping centers. In fact, it is so simple that shopping space, hardware, service and business must be considered. Most importantly, there are e-commerce, entity and virtual combination, defined as scenarios, feelings, emotions, making it a commodity. Intelligence uses e-commerce platform to communicate with consumers and interact with consumers. How do I cross the industry? I know there are many friends who turn into department stores and become shopping centers. In other words, there is a lot of them.