The Way Of Profit In Department Stores Is Gathering Popularity.

Multi format linkage is a whole network thinking, the goal is to enable customers to get completely different marketing experience. After the increase of passenger flow, how to manage the hospitality group, and promote the transformation from "applause" to "applause", will fully release the comprehensive format effect and become a higher realm for the department store to operate in the future.

In the first half of 2014, Department store The overall sales growth of the industry continued to decline in the near two digit range. From the perspective of Beijing, 46 stores in the whole city dropped by an average of 7.76% over the same period in 1-7. From the national situation, the news of brand department stores shutting down shops has frequently been heard everywhere, and various information indicates that traditional department stores are still in a predicament. Facing the new consumption trend and competition pressure, the traditional department stores are the key to get out of the predicament and share the development dividends in the Internet era.

Due to the impact of macroeconomic regulation and control, insufficient consumer confidence and diversification of retail channels, especially in the impact of e-commerce and shopping centers, the era of the department store industry has been fading away, and the existing business methods and marketing methods are exhausted. It is not only difficult to maintain the growth of business performance, but also the Maori space has been squeezed repeatedly.

After a long period of careful development, the contemporary mall has established a typical image of fashion boutique, firmly occupying the commanding heights of the northwest of Beijing. However, in 2012, the market changed dramatically, and there had been no operational pressure since the opening of the market: the decline in passenger traffic, the decrease in the number of transactions, and the decrease in customer loyalty, all of which are reflected in sales volume and sales. profit The slide. In today's market structure, the era of consumer sovereignty has arrived, who owns customers and who will survive. Focusing on increasing passenger traffic and increasing customer focus, the contemporary mall proposes a new department store thinking centered on shopping centers, and carries out all-round strategic adjustment from two aspects. First, from the past pursuit of "high positioning" to the pursuit of "high passenger flow". Two, from the past pursuit of "high water" to the pursuit of "high yield".

The contemporary mall has taken three measures to achieve the goal. One is to enrich the format. In the new market environment, the functional and experiential demands of customers on commercial facilities are growing. The contemporary shopping mall intends to spend nearly 100 million yuan on the shopping center transformation, turning the old department store into a brand new space with shopping center temperament. Mall from the department store compressed nearly 2000 square meters area, used to expand catering, leisure and other living formats.

The two is to optimize the category. The era of commodity shortage has become history, and department stores must change the concept of "big and complete". According to the new competitive environment and its own resources, the contemporary shopping mall has identified women's clothing, children's articles and household products as the dominant category, attracting customers to gather and reflux with characteristics and differences.

Three is to enhance the brand. The selection, combination, editing, collocation and elimination of brands fully test the business intelligence and market vision of operators. On the one hand, the anti-corruption situation has become a new normal. The gift market, high-end liquor and health products market has been greatly reduced. From the concern group buying to the home purchase, on the other hand, after the rich format, the passenger flow promoted the young consumers to shop, and the mall should adjust the introduction of light luxury goods and fast fashion.

With the optimization and upgrading of formats, categories and brands, an interconnected, interactive and interconnected channel marketing platform is being formed in the contemporary shopping mall.

First of all, this is an Internet based platform. The "fans" in the mobile Internet age are different from the "members" of traditional department stores. Businesses must constantly focus on and solve customers' pain points, explode "fans" enthusiasm, and release market energy. In order to "gather powder", the contemporary mall has launched new media marketing, enriching the experience of mobile client. In this year's celebrations, the mall will launch a celebration of the limited number of commodities, and select products with distinctive and price advantages for online pre-sale, and realize the diversion of customers under the line with the help of fans.

Secondly, this is a platform of multiple formats linkage. Multi format linkage is a whole network thinking, the goal is to enable customers to get completely different marketing experience. The modern shopping mall has changed the traditional way of displaying goods, and has launched a life club that combines kitchenware sales with cooking and tea drinking. It has taken the lead of Kaiser tourism to launch high-end experience shops, and carry out various activities such as auctioning Chinese pawnshop auctions with the help of different resources, so as to form a complementary flow of various formats.

How to manage well after the increase of passenger flow? Customer group To facilitate the transformation of customers from "applause" to "bidding", fully release the comprehensive format effect and become a higher realm for the future operation of department stores.