Self Breakthrough Of Department Stores In The Information Age

According to P, Baisheng's the Mixc, Zhengzhou, in Zhengzhou, will redefine the "co - symbiosis" model of the department store and the consumer experience center with the new design of "new image, new concept and new experience".

Recently, a reporter interviewed Chen Sanqiang, general manager of Baisheng Commercial Development Co., Ltd., Zhengzhou branch, to jointly explore the future development trend of the department store industry.

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< p > < strong > traditional department stores enter the bottleneck period. < a href= "http:// www.91se91.com/news/index_c.asp" > information era < /a > need self breakthrough < /strong > /p >

Because of its foreign investment background, Parkson has been leading domestic business for quite a long time, bringing the latest and most fashionable business philosophy to domestic consumers. P

Chen Sanqiang said: "nearly ten years, Parkson has been promoting and guiding the development of fashion department stores.

With the continuous development of business mode, especially the development of domestic commercial real estate and Internet business, the development of traditional department stores has encountered unprecedented challenges.

With regard to the traditional department store's entry into the "bottleneck period", I think it is open to question that every industry has a gradual process of development. At present, traditional department stores are only at a low level in the evolution process.

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< p > the cause of the present department store industry is Chen Sanqiang's view that it is the inevitable result of the development of the information age: "the flat area of circulation has weakened the information superiority, brand advantage and management advantage of traditional foreign department stores.

As for information, the fashionable elements of Paris and Milan fashion week will first spread to cities and regions such as Hongkong and Kuala Lumpur, which will be introduced into the mainland gradually. The cycle of this process will be longer, and foreign department stores will be the first to gain information.

Now, with the development of the Internet, the latest design and ideas introduced by Paris fashion week will be able to know almost the same business in China, and the advantage of foreign department stores will no longer exist.

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< p > the traditional department store mode has obviously been unable to adapt to the rapidly changing market. Chen Sanqiang said: "the joint venture mode was once an important engine for the development of traditional department stores.

With the vigorous development of commercial real estate in China, the joint mode department store with relatively low input and low entry threshold has been duplicated and the competition is becoming more and more intense. With the increase of the cost of rents and manpower, the profit margins of traditional department stores are getting smaller and smaller. We must pform ourselves to get out of difficulties. "Chen Sanqiang said that first of all, it is necessary to maintain property and reduce rent costs. The two is to introduce private brands and independent brands, to achieve brand differentiation and expand profit margins; and the three is to explore business models continuously.

"Parkson is implementing the pformation strategy, while expanding market share by expanding one city, many stores, and cooperation with well-known real estate giants at home and abroad."

Chen Sanqiang said.

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< p > < strong > the development trend of the future < a href= "http:// www.91se91.com/news/index_c.asp" > commercial < /a >: to segment the market and meet the material and spiritual needs of consumers. < /strong > /p >

< p > Chen Sanqiang also has his own view on the division of "traditional department stores" and "shopping centers" in the current commercial format: "I think the" shopping center "is not accurate now.

Conceptually speaking, a small shopping mall is mainly a shopping mall.

Shopping malls, which are mainly shopping, and business with leisure functions, are called shopping centers.

In today's commercial complex, customer demand has shifted from shopping to leisure and life experience. It is a "consumer experience terminal" which integrates sports venues, book reading centers, art exhibition centers, healthy living rooms, 3D dynamic cinema, ice rink, playgrounds and entertainment places. Although there is no uniform description in the industry, I think the "consumer experience center" is more accurate.

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< p > Chen Sanqiang thinks that from the functional and conceptual aspects, consumers have a strong purpose in shopping malls and shopping centers, mainly to buy things, but to "consumption experience center" is a "way of life".

Chen Sanqiang said, "from the point of view of Maslow, shopping centers and department stores are still facing the" material needs "level, while the consumer experience center satisfies people's" spiritual needs "level.

With the improvement of social and economic development, more and more consumers begin to pursue spiritual consumption.

So I think the whole business development trend in the future is consumer market segmentation. These three formats will not disappear. The consumer experience and leisure center is the mainstream of development in a certain period, but consumption experience and leisure are also facing homogenization competition, and the intensity is more brutal than the relatively smaller department stores.

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< p > < strong > > a href= "http:// www.91se91.com/news/index_c.asp" > Parkson < /a > new store in the Mixc: define the department store and consumer experience center.

Consumers who are shopping and leisure in the Mixc will find that the new Parkson shop, which is about to debut in the Mixc, is still "half a face covered with a lute". This arouses people's curiosity, and at the same time, it makes people expect this department store in P.

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< p > Chen Sanqiang introduced that Baisheng, the Mixc, Zhengzhou, is the main department store of Huarun the Mixc in Zhengzhou, with an area of more than 20 thousand square meters.

Zhengzhou the Mixc Parkson, which is about to open, fully considers the integration with shopping centers in design. The design of moving line, cabinet layout and lighting is different from the traditional checkerboard design of traditional department stores, new design concepts, unique business atmosphere, fashionable avant-garde display of beautiful and mature, and perfect service facilities.

For example, the multi-purpose hall interacting with the customer experience, the children's special toilet designed for children, and more outstanding service and experience from the store design, this is our attempt to subvert the concept of traditional department stores with Huarun the Mixc.

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