Department Store Consumption Experience Is The Focus Of Future Business.

Here world Clothing shoes and hats Xiaobian of the network introduces the Department Store: consumer experience is the focus of future business.

Emphasizing consumer experience is an important topic for business future.

From the first generation of commercial street to the second generation of business super department stores to the third generation complex development stage, Quanzhou commercial real estate began to enter the era of multiple complex.

At present, the commercial volume of the center and the center of Quanzhou is more than 2 million square meters. The traditional block and business super department stores are all single. Moreover, under the impact of the electricity supplier, the proportion of the previously planned formats is more and more showing inferiority. When the consumption demand is changing to pluralism, the traditional business circle lacks experience. The industry pointed out that, from the first generation of commercial street to the second generation of business super department stores to the third generation complex development stage, Quanzhou commercial real estate began to enter the era of multiple complex.

　 Differential positioning

The blossoming commercial complex indicates that Quanzhou will usher in a big business era. In the face of increasingly fierce market competition, developers begin to look for commercial segmentation points and make a difference in differentiation.

Professor Zheng Weimin, Professor of resources and Environmental Science Management School of Quanzhou Normal University, said that Quanzhou is now facing the era of complex explosion. However, the homogenization trend of thousands of cities is becoming more and more obvious. The positioning of the theme commerce is an important way to seek differentiation in the commercial competition, and it is possible to avoid the emergence of homogeneous competition.

From the several complexes that are still being developed Location To see, Quanzhou is advancing in a pluralistic complex era.

The performance of Taihe Group in Quanzhou can not be said to be eye-catching. Huada Tai He Plaza is located in a leisure and fashionable regional commercial complex. It mainly radiated the student group of Huaqiao University and its surrounding population. "Taihe square in the East China Sea is positioned as a city complex. The business format is fine and high-end, and the consumer groups are more widely spread." Zhu Jinkang, vice president of Taihe Group. In order to meet different consumption needs, realize differential competition and enhance customer consumption experience, Quanzhou Xingguang Plaza business is positioned as an experiential home shopping center. On this basis, five main business themes, namely, naughty star, starry restaurant, star Pavilion, starlight entertainment and starlight fair, are developed. It is the first commercial complex with children's theme business and creative dining in Quanzhou. The central world city near Quanzhou Xingguang Plaza is positioned as a shopping center for the whole family, with a one-stop family life experience. In addition, Shau Kei Guangming city is digging up cultural elements to create a comprehensive urban cultural and commercial complex in southern China. The city square will build Fujian's first "global trading center for light industrial products", which is a commercial complex for specific industries. Xintian City Plaza is the only one-stop shopping center of the Jiangnan plate, which mainly serves the future residential life of Jiangnan New City, and also radiates the Licheng area.

Gao Xin, planning manager of Xiamen Zhongyuan Agency Limited, said that the early positioning of commercial projects is very important and related to the late operation. He said: "the diversity of complex positioning can avoid homogenization of competition, achieve effective commercial complementarity, and jointly enhance the development of urban commerce."

　 Specialized operation

The industry said that Xinyuan China World Trade Center mall continued to build roads, shopping mall location is not accurate enough, did not consider the same kind of competition, operation policy, peripheral consumption capacity and other factors caused its decline. Yun Lu Road is the "throat land" where the old and new cities converge. Now the roads around it are all connected, which is a rare historical opportunity for China World Trade Center mall. China World Trade Center mall should be repositioned, and the essence of positioning is specialized operation.

A lot of people in the industry said in the interview that for commercial real estate projects, investment is just the beginning of business and investment is successful. It does not mean that future business, market cultivation and management can be smooth sailing. Professional personnel, brand promotion, management and operation should not be neglected. For business, business is often lost and management is lost.

Gao Xin said that the operation of the commercial complex has high requirements for the financial strength and operation management ability of the developers. Taking Wanda Plaza as an example, it sells the housing, office buildings, Wanda golden street and so on, and then restores the funds to maintain the operation of Wanda Plaza. And if the business part of the sale is not unified investment planning and operation management, it is easy to have problems.

Depending on the nature of commercial real estate, there are two existing forms, one is developers' self-reliance, the other is external sales. Then the sales type is divided, and there are scattered sales and rent sales. The types of property can be divided into indoor businesses and outdoor businesses. According to the insiders, there are two ways to solve the problem of selling business, one is renting, and the other is selling with rent. Two Through these two ways, the unified operation of the business can be carried out in the early stage, and is conducive to the early stage cultivation. Once the flow of people rises, business in the later stage will be easier to operate. "We must consider the business continuity and professionalism of the management team." Gao Xin said that although merchants unified investment operation is conducive to the commercial development of the whole project, if the developer's financial strength is insufficient, or his own professional competence for operation management is not enough, the project will still be difficult to succeed.

Insiders say that developers will introduce commercial operation teams ahead of time, so that the operation team can intervene in the early stage of commercial complex development in advance for planning, sales and subsequent operation management. As Gao Xin said, early positioning is related to follow-up operation, and the early involvement of professional teams can avoid the disconnection between development and operation.

Experiential format

Professor Zheng Weimin said that the current commercial real estate in Quanzhou tends to the theme of consumption experience. The decline of traditional commercial blocks and traditional business circles is not only a single form of business, but also a combination of electricity suppliers and complexes.

Gao Xin said that the commercial district belongs to the first generation of Commerce, and the retail department store belongs to the second generation of business. The complex belongs to the third generation of Commerce. Commercial blocks with cultural support, such as Ting Tin Street, Zhongshan Road, etc., can be transformed into cultural and cultural blocks with cultural elements, such as Nanjing 1912, Shanghai Xintiandi, Fuzhou three lanes, Seven Lanes and other characteristic commercial streets. The experience brought by characteristic neighborhoods is quite good and easy to gather popularity. And if the department stores are not able to find a suitable transformation path, they may be eliminated by the market.

Fan Chaowen, marketing director of Xingguang Plaza, Quanzhou, said the traditional department stores had begun to transform in the first and second tier cities. "With the change of consumption concept, consumer demand is more diverse and demand for consumption is higher. Traditional Shang Chao Department stores have a relatively simple format and relatively fixed brand, and because of their diversified formats, they can satisfy the needs of consumers and satisfy the needs of consumers.

Insiders told reporters that business mainly covers three parts: retail, catering and entertainment. The proportion of these three parts in the past is 5:3:2. The survey in recent two or three years has found that consumer demand has changed considerably. The rapid development of e-commerce has diverted the flow of commercial entities, causing a relatively large impact on retail and department stores. After 2010, commercial real estate began to adjust to the proportion of retail, catering, entertainment and other formats. Retail formats accounted for less than the proportion of restaurants and restaurants, and the proportion of entertainment and entertainment formats increased significantly, such as the introduction of KTV, cinemas, children's amusement parks and other leisure formats.

"Offline business starts to pay more attention to the consumer experience, such as you can buy things online, but you get to Party and eat online, so the sense of consumer experience is very important. In the future, retail formats may turn to an experiential format, such as trying out clothes, experiencing services and buying online in the physical store. Gao Xin said.

　　 Chung Jun Huang Zhaoyang, chairman of the board of directors of the group, also said during the media interview that the sense of experience provided by the real business for consumers is an advantage that e-commerce can not replace. In the next format adjustment, Zhong Jun world city will focus on strengthening the proportion of catering and children entertainment formats.

Lang Xianping, a famous economist, said at the forum of new urbanization development in Jinjiang that the future of food and entertainment would be good, beer and skittles would be good; online shopping would be especially good, and individual retailers and department stores would be badly hit. In Lang Xianping's view, the development trend of commercial real estate in the future will change to the experience type.