Operation Experience Of Shopping Center

Wen Juan and her team recently made a bold decision to introduce a department store brand HI department store at the end of this year, covering an area of 2500 square meters.

In Wen Juan's view, this brand is a very good partner.

This is not the first department store in Chaoyang Joy City.

Four years ago, the first batch of Yong Wang Department Store entered Chaoyang Joy City.

Just two years later, due to "disharmony", the two parties peacefully terminated the contract, replacing it with the fashionable brands such as Muji, and the shops with cultural tonality such as one-way street.

Results show that after the pformation, sales increased by nearly 9% in October compared with the previous September mean, and passenger flow increased by nearly 40%.

This time, "repeated mistakes", Wen Juan's confidence comes from two aspects: first, the department store has its own buyer team, rich in goods category, and can be very strong; second, the lifestyle is very strong, consumers have their own rest space and shopping experience.

As she said, shopping centres only have rich combination of formats to improve their shopping experience in order to change their contingency.

In 2013, the annual sales volume of Chaoyang Joy City exceeded 2 billion 100 million, and sales increased by 150% in 2012.

Aegean Sea shopping center is also trying to enrich its format.

Since its opening in October 2013, Aegean Sea has introduced two cultural themes of bazaar Park Theme experience Museum and one-way street bookstore in Turkey, and even moved the golf driving range to the shopping center.

To boldly set up different types of formats, Li Jia's chip is "consumers want to get an experience and a way of life instead of simply buying it". The new format provides social scenes for different customers, putting richer business elements and sensory experiences into the scene, giving customers a better choice.

In order to strengthen this experience, Aegean Sea not only set up chess and card leisure equipment for parents, but also increase the number of benches for customers to rest, and create a "sea" environment and atmosphere in the visual, auditory and olfactory aspects -- fountain and dolphin sculpture, sea wave background music and special fragrance.

In Li Jia Kou, Aegean Sea is not a shopping mall, but a shopping park.

"What we want to present is a public space with social attributes," Li Jia said. "We think the future direction of shopping centers is the inevitable direction."

"When

When we use this as a backyard, all the non purposeful consumption will be here.

Li Jia said.

The figures proved his judgement.

The passenger flow in Aegean Sea increased from 650 thousand in February to 1 million 80 thousand in August, an increase of 63% over the same period last year, and sales revenue also increased by 53% to 54 million 30 thousand.

Customers have experience, and businesses are making money.

The traditional way of shopping centers is pure rent, that is, the "two landlord" mode. After renting a business, whether you do well or not, you only have to pay the rent.

"This is basically the nature of the property company, not to do business," Li Jia said. "Offline commerce should emphasize operation, because business is run."

Not long ago,

The operation team noticed that the turnover of a merchant has been increasing little during the recent period. After analyzing the data of the passenger flow monitoring system, it was found that the main reason is that the passenger flow line has a break point in front of this store, and a large number of passenger flow can not be imported.

In order to solve this problem,

In front of this store, a landscape display point was designed. The lovely image attracted many customers to take photos, which was equivalent to artificially created passenger flow, and quickly improved the business performance of the store.

In addition to monitoring the operation of business operators, the operation team's work includes providing a business report regularly to merchants.

The content includes how many merchants of the same brand in Beijing, how they manage their stock, what their advantages are, how many people enter the shopping center every day, and how many of them are suitable for this businessman.

The report is not only available to merchants but also to Brand Company.

"Poor business management is damaging to the value of shopping centres and damaging the value of brands," Li said. "Two-way communication is to ensure that businesses and Brand Company experience in our field."