Department Store New Generation: To Lead The Army Or To Tide Over The Tide Temporarily?

Don't be afraid to make a fitting room.

Chaoyang Joy City.

Looking at the whole of China

Industry, Beijing Chaoyang Joy City is also a leader in the new generation.

Public information shows that the shopping mall with a floor area of 400 thousand square meters and a retail area of 230 thousand square meters has maintained a high growth rate of over 40% of sales revenue in 2012 and 2013 for two consecutive years.

There must be a series of business concepts and strategies behind the dazzling data.

The success first comes from the precise positioning of the target population. Chaoyang Joy City aims to locate the target population in the young middle class from 25 to 35 years old. This positioning fits well with the neighborhood group.

To locate the target audience accurately, we should also show what the target audience likes.

Chaoyang City in cutting off the target population of low concern brand merchants, can be described as a hard hand - in 2012, the main store Yong Wang Department Store is withdrawn.

The deputy director of the Chaoyang City Promotion Center, Vice Director Wen Juan publicly said: "at that time into the shop are middle-aged and older consumers, young people come to buy things do not."

Remove the main store, instead of attracting the target group through multiple main stores, the logic of Chaoyang Joy City is actually very simple.

"After the adjustment in September 2012, our consumers are becoming more and more pure, more of the middle class young people who pursue fashion and quality."

Wen Juan added.

We have attracted young and changeable consumers. How can we cultivate them into a stable customer base? The target customers group of Chaoyang Joy City has grown up in the Internet age and has relatively favorable economic conditions. They are more clearly expressing their dependence on the Internet.

Starting from the combination of online and offline, it is not only an attempt to target customers, but also a trend in the era of e-commerce.

In July 24th, the first floor of Chaoyang Joy City ushered in a collection of high-end brand shops called "IM", which is actually the offline experience shop of Chaoyang Joy City and Yintai network.

Through this hand in hand cooperation, Chaoyang Joy City and Yintai network try to explore O2O business model deeper, and explore suitable online passenger flow guidance, offline commodity experience, and even offline consumption order, online payment experience platform.

The reporter saw in the IM collection store that the online shopping experience area was set up in the middle of the counter, and many iPad were lined up. Customers could browse the goods conveniently on the web page.

After the product of the phase center instrument, you can choose the traditional paction method of hand in hand delivery and pick up the goods in the store, or you can choose to deliver the goods online to the home.

But reporters found that many customers just went to the store to see something fresh, not many buyers.

On the spot experience, Miss Du told reporters that the shopping procedures for shopping mall were too cumbersome to ask the clerk to open the bill, find the cashier place around the shopping mall, queue up the long queue and go back to the store to pick up the goods.

Although he did not order today, it has been moved by IM's mode.

In Chaoyang Joy City

Shop, reporters also found another kind of online offline marketing mode.

GAP, taking the Tanabata Valentine's day in August as an example, introduced the promotion activities of WeChat's seventh day activities on its own.

"By scanning the two-dimensional code on our chest cards, we can pay attention to the WeChat account of our store, we can grab Tanabata red packets, and the red packets can be offset into cash consumption in the store.

If you send a red envelope to a friend's circle or send it to a friend, you can grab more red packets, which can be superimposed.

WeChat is the most popular real-time social software nowadays. It combines WeChat with marketing to enable consumers to get the discount line offline, which is both fresh and interesting, and can increase the stickiness of consumers.

The marketing method of GAP is not an isolated case in Chaoyang Yuecheng city. When our reporter visited it in a circle, we found that there were not a few merchants in the Chaoyang big Yue city.

In addition to being flexible in business, Chaoyang Joy City's flexibility in thinking is also the key to its success.

In the hot summer, even cool air conditioners in the mall can not erase the summer heat of consumers. An ice cold dessert is an essential necessity for young consumers.

Reporters in Chaoyang Joy City to see, each layer of the mall is more or less distributed in the coffee shop, ice cream counters and dessert milk tea shop.

The restaurants on the five floor began to grow densely, and the dessert shops also increased correspondingly, most of which were close to 10.

All kinds of dessert shops are indeed an effective way to cultivate people's habits of consumption. "As shopping centers, we need more than just mobile people, but more people need to be fixed in shopping malls to create an atmosphere."

Zhang Li, director of investment promotion in Chaoyang Joy City, stressed publicly.

The obvious impact of the impact of e-commerce on traditional department stores is that the offline department stores have become the "fitting rooms" of online commerce.

Just look, no buy, just try not to buy, with the growing prosperity of e-commerce, such a situation has become the norm.

But in this era, we can choose to integrate a group of businessmen with internet thinking or e-commerce development ideas, and adjust their retail thinking at any time to cope with the market changes flexibly. It is no wonder that Chaoyang Joy City has the courage to be "offline fitting rooms".

The O2O of commercial real estate has gradually become a trend. Online and offline efforts have been made to jointly foster consumer habits and promote consumer behavior.

The future development of Chaoyang Joy City can be explored from this angle.

Comprehensive high-end department stores

The rising trend is not only in Chaoyang Joy City, Beijing.

In China, Heji International Group, which has many well-known international brands such as ochirly, FivePlus, TRENDIANO and so on, has launched the brand new dress brand Coven Garden, and in August, it chose Guangzhou for its first appearance in China.

Siting in Tai Koo Hui, to a certain extent, means that Coven Garden has made a beautiful start.

In 2011, Tai Koo Hui Department store opened in Tianhe business district of Guangzhou. In the past 3 years, it has become the preferred shopping place for Guangzhou "tyrants", and is regarded as the new landmark of Guangzhou.

Public information shows that over 180 well-known brands are gathered in Tai Koo Hui, which are made up of global first-line brand boutique, domestic and foreign brand fashion and famous catering enterprises.

Among them, 70% are international brands and 30% are domestic brands, and more than 70 brands are stationed in Guangzhou for the first time. Many famous international brands set up flagship stores or concept stores here.

At the beginning of its opening, the discussion of Tai Koo Hui as a new luxury business circle was able to compete with Guangzhou's traditional Libai Plaza Gold Rush business.

Over the past 3 years, Tai Koo Hui has not only stepped out of the path that is quite different from Libai square in terms of brand setup and market pattern, but also made a clear picture of its high-end comprehensive department store.

When it comes to luxury business, it is inseparable from the luxury brands such as Hermes, CHANEL and LV.

On the second line brand, Taigu Hui has introduced a series of brands with high public awareness, such as COACH and LONGCHAMP. This is a short board that can not be ignored for deep ploughing Guangzhou's many years but second tier brand weaker Libai square.

"I think Taigu's brand is more, giving our customers a greater selectivity."

Customer Feng told reporters that she usually liked to buy some luxury brand clothes and shoes bags. She used to like to buy them in Libai square and nearby friendship store.

Since the establishment of Tai Koo Hui, it has become her newest base.

The biggest attraction is that there are many unique brands in Tai Koo Hui, which can not be bought in other shopping malls in Guangzhou.

On the spot visits, the reporter found that in Tai Koo Hui's negative two and negative three levels, a large number of fashion brands attracted by young people were concentrated. Such as Hongkong chain clothing brand I.T, Salad, etc., plus the international first-line and second-line luxury brands of the one or two tier shopping mall, the whole shopping center's brand structure is perfect, which can meet the consumption needs of different ages and different strata.

In fact, for high-end department stores, the Pearl River Delta city is also faced with a huge disadvantage - the geographical advantage of proximity to Hongkong has made a large number of consumers develop the consumption psychology of "shopping in Hongkong, especially luxury goods".

Therefore, the success of Tai Koo Hui in Guangzhou is more than the proper marketing of traditional luxury brands.

Apart from the perfection of the brand, the facilities of Tai Koo Hui have also become the key to help them stand out.

In the past 3 years,

The introduction of all kinds of high-end catering brands, a wide range, can provide customers with beer, skittles and one-stop services.

Some consumers told reporters that many times they did not go to Taigu to buy anything, but they had to eat a delicious restaurant and then stroll around Tai Koo Hui.

In this way, all kinds of delicious food undoubtedly play a great role in attracting market traffic.

For a long time, the traditional high-end department stores have set the tone of selling luxury goods professionally. It seems that doing everything else is a bit unprofessional.

But for consumers with increasingly diversified consumer psychology, single services are hard to satisfy themselves, and multiple comprehensive experience is more and more needed by consumers.

Tai Koo Hui does not focus on high-end luxury brands. The idea of developing high-end general merchandise stores is probably the next path for other high-end stores in China.