Beijing APM: Self Redemption In Department Stores

Accompanied by brand On the other hand, Beijing APM has made a completely reformed transformation 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.

For the sake of Brand business More secure, Beijing APM after the successful investment, it helps businessmen decorate, fire check and accept, coordinate different departments, take the initiative to serve the business, ask what difficulties it is, until business opens.

At 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.

The assurance 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.

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.

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.

In Beijing APM roam, the air is filled with refreshing white tea flower fragrance, people feel comfortable. 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.

Whether it's a taxi stand, free WiFi, full mobile 4G coverage, aromatherapy, mobile phone charging station or parent child bathroom, Beijing APM is actually doing a little more than others.

With this in mind, Beijing APM gradually constructed a 361 degree service system and began to sublimate to the shopping center with the ultimate experience.

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".

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

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. Therefore, we carried out activities in 2013 to find 100th fans.

In September 8, 2013, APM hosted the "million fans award ceremony" in Beijing. 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.

Actually, the opinions of micro-blog fans have been adopted by APM in Beijing. 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.

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

The near future, Beijing a PM has built the first shopping mall 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.

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

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.

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.