Beijing APM: How To Redeem New Dongan

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< p > economic downturn, the impact of online shopping on physical commerce. Originally, no shopping center enterprises began to make shopping centers, making traditional department stores in pition as shopping centers.

Compared with other shopping centers in the Wangfujing business district, new Dongan has no Dongfang Xintiandi, which has the advantages of subway station directly to the shopping mall. Compared with other shopping centers of Wangfujing commercial street, new Dongan is not high-end.

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< p >, however, we must say that the effect of the new Dongan pformation to Beijing APM is remarkable.

From the passenger flow and sales data of Beijing APM, passenger traffic in the first quarter of this year increased by 30% compared with the same period in 2013, and turnover increased by 25% compared with the same period in 2013 (< < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand sales increased by 25%, individual brands even increased by more than 50%, and food and beverage grew 20%).

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< p > 90s zeroth Century, Sun Hung Kai estate and Beijing Dongan group jointly built the landmark of China, the new Dongan square, creating the first shopping center idea in China.

But because it is a common management, coupled with the deep-rooted operation ideas of traditional department stores and the confusion of crowd flow, the project can not develop well.

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< p > "tourists basically do not shop here, some go away after dinner; many customers come here just to go to the bathroom."

Cai Zhiqiang, general manager of Beijing APM, described the embarrassment at that time to "commercial value".

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< p > a project, opening the door to do business, the need is to retain people to generate sales, which seems like a lot of people but can not retain the situation must change.

After investigation, through the brand optimization, Beijing APM's operation team saw the opportunities in tradition, and put forward the advanced marketing operation ideas to attract 18~35 year old customers.

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< p > "now many shopping centers are in pition, pforming young fashion trend, but no matter how you adjust, the final question is how to attract customers. It must rely on our reasonable planning and division of brand to deal with, we must use our brains to make people without me."

Cai Zhiqiang told reporters.

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< p > 2008, Hongkong Sun Hung Kai estate group took over the new Dongan market and renamed Beijing APM shopping center.

APM refers to the combination of AM (Japan) and PM (night). The meaning is obvious: always adhere to the earliest business and closing up every day, and new Dongan has also undergone tremendous changes because of its pformation to Beijing APM.

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< p > < strong > freshness and attractiveness < /strong > < /p >

< p > besides Apple, there are many unique international leading brand flagship stores in Beijing APM. Some of them are not only in Beijing but also in China or even Asia.

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< p > in order to reverse the impression of Beijing APM in the minds of young local consumers, the project management team's practice is to attract the most popular brands as the main store.

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< p > Apple, a brand with great appeal in the young consumer group, is also the most difficult target to "get".

Previously, Apple has two shops in Xidan and Sanlitun in Beijing.

The opening of the third shop in Beijing has naturally attracted the attention of many real estate companies.

At that time, the rumors were that Qianmen Street and the newly completed Qiao Fu grassland were the objects of the Apple Corp investigation, which increased the pressure on the negotiations between APM and apple in Beijing.

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< p > the front gate area has a high reputation nationwide, but its fashion sense is not enough. The location of the high end of Qiao Fu grass is consistent with that of apple, but it can not radiate the whole country like Wangfujing.

The young consumer groups that are forming on Wangfujing Street are more in line with Apple's positioning, and Apple's cooperation with Hongkong's Sun Hung Kai properties has laid a good foundation.

These factors enabled Beijing APM to enter Apple's choice.

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< p > October 20, 2012, the opening ceremony of Apple Store flagship store in APM, Beijing.

This is Apple's flagship store in Asia, the largest and the third floor in China.

Before the opening of Apple's largest flagship store in Asia, more than 30 thousand Apple fans lined up in Beijing APM, attracting more than 200 thousand visitors on the same day.

A sample survey was conducted through the infrared testing instrument of shopping center. The Apple's largest flagship store in Asia has contributed to 1/4's passenger traffic so far.

The pformation of Beijing APM to the "big brand flagship store mode" has won the first battle.

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The accession of < p > Apple has further consolidated the position of Beijing APM as the most diversified base of Beijing, and has also filled the vacancy of digital technology in the Wangfujing business circle.

In fact, in addition to Apple, in Beijing APM, there are many unique international first line flagship stores, some of which are not only in Beijing but also in China or even Asia.

For example, GAP, which opened in November 2010 and Forever21, which opened in August 2012, is the first flagship store in China. The project operation team is in touch with the top executives of these companies.

A few rounds of negotiations resulted in a lot of resourcefulness and perseverance in persuading these brand giants to finally decide to enter Beijing APM.

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< p > besides, Beijing's APM catering brand has also been upgraded. There are not only stove fires, Xibei oats village, Hong Li Restaurant, Lukang Town, grandmother's home, etc., but also the food brands of young people such as Dong Lai Shun Restaurant, joichang noodle, a tea sitting, merry, Starbucks, Xiaoyue, Da Cheng Jia and LimeThaiRestaurant (lime).

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< p > the reason why a shopping centre is attractive is not only that customers can find their favorite things there, but also keep freshness and satisfy the curiosity and sense of curiosity of consumers.

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< p > because sports brand does not represent the trend of development, and the sales volume of ordinary shops is not good.

Therefore, the original sports brand has been adjusted from the ground floor to the higher floor, and has been withdrawn from the shopping mall today.

In Beijing APM, the movie show must be the premiere.

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< p > in order to keep customers' fresh sense of Beijing APM and inherit the core operation concept of attracting customers through fresh brand combination, Beijing APM breaks the traditional brand combination concept, combines different brands of brands, gives merchants more space and imagination, displays more products with more innovative business concepts, and lets consumers extend the time to shop here in a more innovative and humanized layout.

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< p > "for Beijing's small brand businesses, there are two gateways for APM in Beijing: we can't achieve our business goals for 2 consecutive years, and we will ask them to leave."

Cai Zhiqiang said to commercial value: "in order to keep the freshness of consumers, we will change some menu brands every half a year, and introduce some new dishes," a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand. Every week, thousands of pieces should be replaced, a target= "_blank" href= "http://www.91se91.com/" > clothes "no" display, and Christmas shop image competition, so that consumers can feel refreshing, and the shopping mall is integrated, and constantly create a sense of freshness.

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< p > < strong > a little more than others, < /strong > /p >

< p > < strong > 2014 APM < /strong > /p > during World Cup.

< p > with the change of brand, Beijing APM has made a completely reformed pformation in hardware facilities such as decoration, moving lines, music, light and other software facilities: the color of interior decoration becomes lighter, the exterior walls are all replaced by glass, and the shopping center is equipped with soothing music.

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< p > in order to make the brand business more reassuring, Beijing APM has helped businessmen decorate and fire check and accept after the successful investment. It has coordinated different departments concerned to take the initiative to serve the business and ask what difficulties it is having until the business starts.

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< p > 8:30 every morning, the first thing Cai Zhiqiang did was to check every square meter inside the company with the staff of seven or eight different departments: whether the lights were bright, whether the floor was clean, whether the glass was clean, whether the bathroom was clean, and whether the mop was often cleaned.

At noon, Cai Zhiqiang would go over all the catering businesses to see if the temperature of the air-conditioner is suitable, and he will eat at ease when he knows everything is safe. He will check the bathroom every day, and ask for timely correction of the unqualified hygiene.

Even television is installed outside the bathroom to make the wait no longer boring.

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< p > the grasp of details is the recognition of customers.

As early as the completion of the comprehensive renovation in 2008, the APM of Beijing was relished by the public in the "most comfortable bathroom in Beijing". The reporter saw in the shopping mall that the children's bathroom and the cartoon toilet were like a work of art.

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< p > in Cai Zhiqiang's view, the shopping center is to experience well, and there is no other shortcut.

Many shopping malls outside have rental stations, which is mediocre. But the staff of Beijing APM will help customers open their doors, and watch TV next to them. There will be heating in winter, fans in summer, and seats for old, weak and ill pregnant women. It is known as "the most humane taxi station in Beijing".

In addition, Beijing APM has provided free shuttle buses to the white-collar workers who work late in office buildings and those who have not shopper for shopping.

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< p > through optimization, Beijing APM will leave only one group of car parks and entrances and exits. The route is simple and convenient for customers to identify directions.

Meanwhile, Beijing APM applied to the public security department, patrolling two small police dogs every day to give customers a sense of safety.

This is also the only commercial project in the country that has a police dog patrol yard.

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< p > in Beijing APM wandering, the air is filled with the refreshing white tea flower fragrance, which makes people feel relaxed.

It is said that the memory of smell is longer and deeper than that of other feelings, and the fragrance of spring is refreshing and pleasant.

Beijing APM has introduced a fragrant diffusion system, widely loved by international Top Class Hotel and shopping centers, to become the first Chinese aromatherapy mall.

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< p > no matter it is taxi stand, free WiFi, full mobile 4G coverage, aromatherapy, mobile phone charging station or parent child toilet, Beijing APM is just a little bit more than others.

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< p > with this little bit, Beijing APM gradually constructed a 361 degree service system and began to sublimate to the shopping center with the ultimate experience.

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< p > < strong > interaction produces value < /strong > < /p >.

< p > in addition to daily visits to Beijing APM's food and drink, these small details are scattered by Cai Zhiqiang.

"The assessment they gave is more objective, and I would like to see them speak."

This attention to customer reputation and the concern of the Internet enabled Beijing APM to open the micro-blog account evaluation platform in 2012. So far, it has won the honor of "Sina micro-blog - national real estate business project influence first", "Sina micro-blog - national shopping malls (including Hong Kong and Macao) / shopping class official account influence first" and "Sina Beijing real estate industry influence ranking list".

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Less than P, every weekend's small activities, monthly fan meetings, new media interaction, quickly accumulated a large number of loyal fans for Beijing APM.

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< p > in the second quarter of 2013, Beijing APM found that the official micro-blog fans will soon reach 1 million. During the internal discussions, the team thought that "million" is just a new starting point. Beijing APM is not only a fan, but also a group of people who support and pay attention to Beijing APM. For this reason, we carried out activities in 2013 to "find 100th fans".

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< p > September 8, 2013, Beijing APM hosted the "million fans award ceremony".

The planned "million fans award ceremony" is mainly looking for a platform to interact with consumers, so that online fans can feel the Beijing APM in person.

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< p > in fact, the opinions of micro-blog fans have been adopted by many people in Beijing APM.

They pay close attention to all comments and comments on official micro-blog, official website and public comment every day.

If the problem is found, it will communicate with the relevant departments timely and feedback, and then improve it.

Beijing APM has launched a "mysterious customer" campaign on micro-blog, collecting consumers to visit shopping malls and experience services.

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< p > this kind of public information disclosure, feedback collection and secret experience activities on micro-blog often make people feel that shopping malls, merchants and consumers are equal exchanges. This relaxed mode of coexistence makes many fans turn into the tourists and consumers of physical stores.

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< p > recently, Beijing APM has built the first shopping center iBeacon technology in China.

IBeacon and the "droplet" system derived from it have brought more imaginative space full of new flavor.

When you walk into the shopping center, the phone will instantly receive the information from the client's "drip" based on the location to the customer. "Your GAP2014 new lady is now wearing a fine striped white shirt and now can enjoy a 20 percent off discount."

When the customer finally bought the products that had been in the heart for a long time at the preferential price, and walked carelessly to the rest area of the shopping center, where the dinner was settled, where the dinner was to be settled, App promptly pushed a message. "You are the eighty-eighth customers to enter the area. Congratulations on your free dinner allowance. You can enjoy this information on the six floor grandma's restaurant, and enjoy your meal."

When mothers bring their babies into the shopping center parent-child bathroom, mother and baby room, they even receive warm reminder from APP. "Watsons has diapers on sale."

The above scenario is based on indoor LBS precise information push by mobile terminals, which is more accurate and practical than previous communication.

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< p > through the deep cooperation with the "droplet" system, Beijing APM integrates its about 2000000 micro-blog fans and about 200000 WeChat fans on its line. Through the promotion of water drop APP downloads, the SCRM community platform functions of Beijing APM's micro-blog + WeChat + water drop APP+ official website are integrated, so that the online traffic in the O2O closed loop will naturally flow to the offline passenger flow and eventually generate real consumption behavior.

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< p > there is a saying: it is easy to fight the rivers and mountains, but it is difficult to keep up with the rivers and mountains. It is not difficult to build a shopping center, but it is difficult to follow up its operation and management. This is also the core of the shopping center.

The essence of the management and operation of shopping centers is to integrate loose business units and diverse consumption patterns into a business theme and information platform.

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< p > in order to achieve specific goals in every change, we must rely on fresh and attractive, considerate services to retain people, interact with customers and enhance their stickiness, so that customers can become loyal customers and create profits continuously.

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