China Retail Summit Forum Interview With "Chao" Cheng Jun

In the April 11th China Retail Development Summit Forum, in a black suit white shirt, Cheng Jun The bright blue suit and striped necktie are very bright. This is exactly what he has led the central department store to insist on.

Cheng Jun

The old shop is turning gorgeous.

Central department store is a time-honored brand established in 1937, formerly known as China national cargo company Wuhan branch. After returning to the central department store as chairman, Cheng Jun relocated for three months and updated almost 100% of his brand. Usually, department stores change their brands only at 20-25% a year.

After the Phoenix Nirvana, the central department store did not stop the pace of innovation and change. The first graffiti garage in Central China will not lose its way. In May, Show Luo's tide card has been settled. JJ Lin's "one day shopkeeper" activity has exploded in Jianghan Road, the tide club's social networking platform has been completed, and the Hubei Institute of Fine Arts cooperation student art exhibition. The seventeenth Hongkong Asian piano open competition has been selected and preliminaries landed in the central department store. Lu Qi and Liu Tong are invited to sign for sale, and the visual enjoyment of 3D lighting shows.

Where is the innovation point of central department store? Cheng Jun's answer is very rich: men. Cosmetics Accessories, headwear, and limited money, cooperation and commemorative money with suppliers. "Men's cosmetics are a very large category. 80, 90 and 00 men are made up. Now Korea has men's cosmetics, very good brands, very good quality, very good prices. Cheng Jun said.

In addition, the new Cara cinema is also in the process of introduction. Cheng Jun said, "this movie theater is open 24 hours. The most comfortable thing is that the chair has a massage chair. There are two people's hall, four people's hall, eight people's hall and ten people's Hall in the cinema. Ten people hall can even hold a courtship ceremony, and the stage and lighting effects are here. Besides, there are twenty thousand Chinese and foreign classic movies in Cara cinema, which can be seen on demand at any time, and movies that can't be shown in cinemas every year for various reasons can also be seen here.

When reporters tried to ask the central department store if there was no plan to try "street pat", Cheng Jun immediately replied: "to do."

Strive to break through 400 million sales of online shopping mall

After the transformation, central department stores emphasize self-management and direct procurement. "Our own zone 60% is on sale, and this year it may be sold to 70%, only 30% is buyout. Because there are many sources of goods, we go to factories and production bases. The scale effect of this mode makes the price advantage very large. " Cheng Jun revealed. "Central department store 20 thousand square, sales last year 350 million yuan, this year is expected to exceed 4 hundred million yuan."

Along with the rapid development of online, Cheng Jun also decided to "touch the net" - test the water. O2O "Hundred furniture concert" online shopping mall. After in-depth study of customers, Cheng Jun decided to integrate online and offline effectively. "There is no physical store to participate in the shop without future. This is our research conclusion. The physical store has not gone to the net and has no future, which is the conclusion of our research."

Cheng Jun thinks that the three main forms of Commerce in the next twenty years in the next ten years are shopping centers, community businesses and online stores. The online shopping mall of Zhong Bai department store has been put into operation, but the home hasn't been classified separately. Under the consideration of its own characteristics, the "hundred furniture concert" online shopping mall is brewing. "Because I am a partner with Terney house and Tayohy, I will buy the latest home series, such as tea series, aroma series, tableware series and so on. I only sell these things. And I don't sell it all. I sell the latest, the most design sense, the most practical, the most cost-effective. I will be a customer first and then a general manager. I will choose one for my customers. "

Interview Record

Xinhua real estate: e-commerce has been developing rapidly in recent years. How do you view this phenomenon?

Cheng Jun: the status quo is not that the shop on the Internet is very strong, but we ourselves (entity shop) have not done well. If there is no entity store's participation, there will be no future. If the shop does not touch the net, there will be no future. So, how can we shop online? First of all, we need to do marketing. We have to put the Internet under the net, and we can also transfer the offline business to the Internet.

Recently, we bought a number of products in Taiwan, including corn slippers, traditional Chinese medicine insoles and smog and haze masks. We can sell these things online, and display products in department stores, telling consumers that these products can be bought online.

Xinhua real estate: are these products on sale online?

Cheng Jun: we are going to monopolize the Internet after we are ready to purchase.

Xinhua real estate: are you still optimistic about the prospects of the physical store?

Cheng Jun: I think the physical store should be slow and not anxious. Many stores are worried now. They seem to have to wait for death. In fact, there is still much room for development.

Xinhua real estate: can you give us some practical examples?

Cheng Jun: for example, we sell the limited money and cooperative products in May in the physical store. Fans still queued up at night. I asked them, why do you come to queue in the evening? They say, star catching is like this. Good things are worth waiting for, and while we are waiting here, we are also making like-minded partners. It turns out that fans regard queuing as a social process. The time JJ Lin came, the scene was also quite popular. JJ Lin himself said he would come to us next day to be the store manager.

So I think people should communicate and communicate with each other. We can communicate on the Internet, but after all, there are distance and obstacles. We only have to face each other, so that we can connect our hearts and hands. I think all businesses are like this. Consumers are human beings after all. So don't deliberately divide the net into the Internet. Actually, I feel that communicating well is effective marketing. Whether online or offline is selling goods and services, the core is the same. Whose quality is good, whose price is low, and whose efficiency is high, I will choose who.

Xinhua real estate: especially for clothing, physical stores seem to have more advantages.

Cheng Jun: clothes must be tried, because clothes are drawn from the dynamic world. Some clothes look nice, they don't look good, some clothes are not good looking, and they look good, so they should try in the physical store.

Xinhua real estate: how do you feel about the development of the entity store to the electricity supplier?

Do not think that online stores are scourge, there are also many online injuries, such as quality, price, service, distribution, etc., these projects our physical stores are very mature. As long as we think clearly and build our online platform, I feel that we will be better than the current online store. Because we have credibility, and our efficiency is also very high. Tomorrow (April 12th) morning, we will invite CEO Li Xi Chun from Alibaba and now BBK electronic commerce company to have a talk about how the entity store "go online".

I don't think we need to rush. We haven't lost anything. We just add up the market on the Internet and continue to expand our benefits. Therefore, we must go step by step, and do well in the lines, plans and combat books that have been launched from the entity store to the electricity supplier. We have to train our team. Now we have a small team. Next, we may be able to walk slowly.

Xinhua real estate: can you talk about the company? Home Furnishing Are you doing business?

Cheng Jun: our home business and convenient housing and other companies, the product is more personalized, fashionable, cost-effective.

Xinhua real estate: what do you think of creative home projects?

Cheng Jun: actually, I think this is a huge platform. At home, do not learn from Europe and America, because our culture and habits are different. In two countries in Japan and South Korea, plus Taiwan, China's creative home can go in. In these three areas, creative homes are very developed, and there are many varieties and brands. Each home brand has a designer team, constantly updating the spring, summer, autumn, new products. We have excavated these products and completed the market in these three regions. I think there will be great potential.