Traditional Department Stores Need To Graft And Experience Consumption.

Ms. P, who lives in Huimin road in Hangzhou, went for a walk nearby after dinner yesterday.

After a random glance at Yintai gate in West Lake, it was found that the a href= "http:// www.91se91.com/news/index_c.asp" on the first floor, women's shoes < /a > counters were all on sale.

She went in to turn around, half an hour and two pairs of shoes came out. He also brought "gossip" to some news: West Lake Yintai was going to close and renovated immediately. All the shopping malls were cleared in the two days.

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At the same time, reporters got the official news from Yintai: since August 1st, Hangzhou West Lake store of Yintai department will be closed for 100 days in the past.

On the premise of retaining the advantages of retail sales, increasing the experiential consumption of shopping centers will introduce many types of formats such as cinemas, dining entertainment, cultural interaction, and create a commercial complex with dual advantages of department stores and shopping centers.

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< p > and at the end of the Yanan Road, the martial arts business circle gathered by the traditional department store has also frequently heard the news of "pformation".

A large number of floors will be renovated. A GDA PLAZA, which is separated by a bridge, will officially leave the department store at the end of this month and plan to upgrade to Shopping Mall.

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Why do the traditional stores choose to take the road of pformation at this node? What substantial changes will take place in the new shopping malls after the pformation? Is retail shopping center really a way out? Many p professionals have their own views.

However, it is obvious that under the trend of larger environment, more and more traditional department stores begin to find ways to strive for change through various ways.

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< p > < strong > only one Starbucks is not enough. < /strong > < /p >

< p > the scene of opening in 2008 is still fresh in her memory.

"At that time, the West Lake store of Yintai department was also regarded as a fashionable shopping mall in Hangzhou city. There were children playing upstairs, and there were imported supermarkets downstairs, so we could sit down and eat."

Ms. Li said, "now it is a bit reluctant to decorate the closet."

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< p > > Why did you choose to make a sudden pition in this time when you have been in West Lake's intime department store for 6 years? < /p >

< p > If only according to the volume, the 100 thousand square meter intime department store West Lake has already been the size of a small shopping center.

But 6 years ago, when the shopping center was not yet mature, the intime department store in West Lake still appeared in the traditional department store retail format.

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< p > "6 years later, we feel that moving is better than moving away from the external environment or the market itself."

Ms. Ye Xiaojing, general manager of West Lake store, Yintai department store, said.

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< p > "for the time being, not to mention Hangzhou, the whole industry is changing very much from a national perspective."

Ye Xiaojing told reporters.

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< p > according to the data of China shopping center industry information center, by the end of 2012, the total number of shopping centers in major cities in China was about 3100, compared with less than 300 in ten years ago.

We have also done some related reports before this newspaper. In Hangzhou alone, nearly 30 commercial complexes will be opened in the next two years.

These sprouted shopping centers are bound to strike a blow at traditional department stores.

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< p > in addition to "external difficulties", internal worries should not be ignored.

"In terms of West Lake Yintai, the interior facilities of the shopping malls are somewhat old, and the initial floor planning is not very reasonable. When consumers come in, they often feel" unable to find the north ".

Of course, this is also related to the structure of its own property. The area of a single floor area of 10000 square meters is easy to lose its sense of direction.

Ye Xiaojing gave an example: "the simplest, now West Lake Yintai, can let consumers sit down to rest, there is only one Starbucks.

This is a strange phenomenon for today's shopping malls.

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< p > in view of such internal and external difficulties, the West Lake store of Yintai Department chose to make radical changes, and spent three months to spend more than 100 billion yuan to achieve pformation and upgrading.

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< p > < strong > traditional department stores should be "grafted" < a href= "http:// www.91se91.com/news/index_c.asp" > experiential consumption < /a > /strong > /p >

< p > spend more than 100 billion yuan in three months. What is the future of new West Lake Yintai? This is probably the key point of interest for consumers and industry.

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< p > "definitely not the shopping center you imagine now."

Ye Xiaojing referred to the pformation of West Lake Yintai as the "shopping center" shell, the heart of department stores.

We will still retain the advantages of traditional department stores in retailing, and of course integrate the most powerful experiential consumption of shopping centers.

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< p > the existing plan is as follows: the first floor is located in the Yueh life family, with the theme of quality family life as the theme, with nearly 20 thousand square meters of experience and interaction space. The children's education and service formats will be the focus of this layer, occupying 6000 square meters, and at the same time, there are ten different flavors of delicious food street.

On the first floor, on the basis of maintaining some advantageous industries and fast fashion stores, the international two or three line young fashion brands and light Luxury Collection shops are introduced into the shops. The most obvious change is that there will be more and more spacious public spaces.

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< p > two floor is a leisure space for women. It includes interactive dining areas such as fashion catering, English afternoon tea, Hong Kong restaurant, beauty SPA and so on. On the third floor, it is a youth social paradise. It has innovative experience such as snack food, pizza dessert, book bar soft drink, micro interaction and so on. It provides high quality social networking platforms and dating places for 15-28 year old students and "85" young people.

The theme of the four floor is fashion fad, with "75" and "85" as the main customers, focusing on the brand space of fashion quality and collocation.

The five floor is the urban leisure space. It will include movie theaters, theme restaurants, coffee shops, creative DIY handcrafts, etc.

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< p > why is the combination of department stores and shopping centers? Ye Xiaojing has his own view.

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"P", "the big bang in the past two years, the most widely used word in the industry is homogeneity".

On the analysis of the existing shopping centers, the two months after the opening are very lively, and the volume of people begins to decrease in the third months, or the popularity is very strong. But whether the actual sales are good or not, only the shopping center knows it well.

On the contrary, the traditional department stores are strong in retailing, and the department stores are relatively concentrated. When it comes to preferential sales promotion, the activity intensity is obviously greater than that of the shopping center, so this advantage will remain in the new West Lake Yintai city.

Shopping centres, which are consumers' favorite experiential consumption, will be maximized.

Ye Xiaojing said.

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Specifically, the more than 600 brands in the shopping mall will be reduced to about 400 at present. The space to be vacated will be used as public space, and the proportion of auxiliary business will increase from less than 18% to more than 40% at present. P

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< p > < strong > is this road really able to go through? < /strong > /p >

< p > according to the statistics of World Bank Richard Weill, the main coping strategies of department stores are: < a href= "http:// www.91se91.com/news/index_c.asp" > department store < /a > shopping center, developing proprietary business, upgrading the proportion of private property and linking online and offline businesses.

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< p > pformation of West Lake store of Yintai department is one of the ways to deal with it.

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< p > "if it is simply completely copied, it is likely to be unacceptable."

Guo Zengli, director of China shopping center industry information center, said: "department stores and shopping centers are totally different in terms of business mode and management mode.

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"P", "department stores, if you go in, they are all goods. It means more pure in shopping. If you just shop, you choose to go to department stores more.

But people may go to the mall because they drink coffee, watch movies or eat, and don't go to the department store for a rest.

So I think there is no problem in pformation itself, the key is how to handle it.

A deep industry insider said.

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< p > this seems to coincide with the two advantages that Ye Xiaojing has always emphasized.

In her view, this pformation of West Lake Yintai is equivalent to reconstructing a white paper without any precedent.

"We believe that this retail business with dual advantages of department stores and shopping centers is expected to become a model for upgrading traditional Chinese department stores."

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