Management Secrets Of Success In Joy City

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Xiaobian of the network to introduce to you is why happy city opened a fire? There are 12 secrets of management.

Before we write the Joy City (Topic Reading), let's look at its parent company COFCO.

Nowadays, it is hard for ordinary people to imagine how to make such a brilliant product in the state-owned enterprise system. What kind of product manager should he have? Here is a reference to China.

Big guy Ning Gao Ning.

When he was in charge of Huarun, Ning Gaoning took the two real estate companies of Vanke and Huayuan into the command, entered the COFCO in the later stage, opened up the whole industrial chain, and quickly developed the brand of the shopping center of Yueh city in the field of commercial real estate.

In the biography of Wang Shi and Ren Zhiqiang, two big guys, they mentioned Ning Gaoning many times.

The financial industry has a book called "who does not know Ning Gao Ning", but also a bestseller.

Ning gaing is a super CEO of China's state-owned enterprises with its excellent business vision and leadership ability.

In the layout of COFCO's industrial chain, the joy city is undoubtedly a flash brand, and it belongs to the first tier in the domestic commercial real estate sector.

Let's first use a set of data to see the performance of joy city.

The public comment website has the following 6 ranking items for shopping mall popularity:

Tianjin Joy City: rank first

Yantai Joy City: rank first

Shanghai Joy City: rank third

Chaoyang Joy City: Beijing ranked sixth

Xidan Joy City: Beijing ranked tenth

Shenyang Joy City: rank fourteenth

According to the above data, there are 3 shopping centers in yuejoy City, ranking the top three in the local city, especially in the competitive market like Shanghai. The top three is absolutely unusual.

By observing all kinds of reporting activities of the great joy City, the author sorts out the management strategies of Joy City in twelve aspects as follows:

In my opinion, we must master eighteen kinds of Wu Yi in order to do business in shopping centers. If only one is not strong enough, they will be challenged by the martial arts experts.

First, product positioning of Joy City

The joy city is an International Youth City complex created by the strategic deployment of COFCO's commercial real estate sector. It is characterized by many young styles such as fashion, popularity, sexuality and fashion. It is an outstanding representative of modern large-scale Shopping Mall.

The goal location of joy city is very clear, that is, young people aged 18 to 35.

The core feature of the product is "youth, fashion, fashion, taste".

Two. Core business philosophy

1, theatre theory.

Summed up as follows: unlike all shopping centers, joy city compares commercial operations to a show.

Consumers are spectators, merchants are actors, and joy is a theater.

Yue City mentioned: "merchants are actors, many actors combined together to express a theme, through the theme of narrative and expression, completed the joy city for young people's way of life understanding."

2. Passenger flow theory

The city's understanding of business management is also the essence of business.

Yue City mentioned: "commercial real estate developers are doing some real estate, and some are making channels."

Passenger flow has always been one of the focuses of our attention, and rather the effective passenger flow, that is, the traffic of our target audience.

So Yuecheng city is not simply a commercial real estate project, but also a young people.

Three. Standard format combination

Trend retail, restaurants, special blocks, rink, and Playboy and family brand.

Four, space building strategy

1, leaving more than 50% of the building space to consumers.

The general city is generally larger in volume, at 12-20 m2, and will leave more than 50% of the building space to consumers, with an area of about 50%.

The typical atrium space, sightseeing ladders, flying staircase, and the space artistic conception brought by Joy City to consumers are typical, such as the rose garden of the 6 floor of Xidan Yueyue city and the theme of the yueyuewan Bay of Yantai Joy City. These are the experiences brought by consumers to the consumers.

2. Space design is embedded in thematic elements.

The theme of Yantai's great joy city space design, which highlights the ocean elements, combines the design of escalators to create the artistic conception of flying to the sky and looking back at the sea. It becomes the first sea view flying ladder in Shandong to realize the landscape effect and the passenger flow spray effect.

3, create atrium economy

The atrium of Shanghai joy's city is on the 3 floor, empty 15 meters high, and glass curtain wall lighting.

Under such a court, an ideal stage has been set up for all kinds of fashionable business activities.

4. Detail space processing

In the design of seats, flower beds and other details, joy city also takes care of young people's desire for more privacy and exclusive space. The seats are not like the regular seats of the office, but are creative and designed seats which are welcomed by young people.

Five, big data system

1, access to consumer data channels

At the beginning of the creation of the Joy City, we attached great importance to the POS system and data analysis system.

At present, I can see the data analysis of several great joy cities, and I can see the sales situation of every brand on that day.

2, big data control sales rules

There are three main sources of data in Chaoyang Joy City, POS system, CRM system and consumer research.

Any income will enter the POS system, and the CRM system is mainly related to people, so that it can facilitate the research of customers.

As for consumer research, it is mainly a large number of questionnaires and regular group discussions, in-depth interviews.

Based on the face recognition system, Joy City identifies the action paths of consumers of different ages and gender, and purchases behavior.

For this huge amount of data, we conducted a half year study to find out the way to walk in the shopping center when consumers faced a fork in the road.

And the interactive trend of sales between any two brands.

The biggest value of this subject is the development of a system.

For a new project that has not yet been built, it can be seen through the adjustment of the drawings that the sales changes and the changes of passenger flow can be seen directly.

We can know that the merchant and the merchant together are the most powerful. After such a combination, how the passenger flow will change, where there will be a passenger flow blank and where the passenger flow is concentrated.

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Eight systems: cashier system, CRM system, MIS system, tenant management, site management, consumer research, passenger flow statistics, vehicle flow statistics.

Passenger flow statistics have been able to achieve the ratio of male to female, age range and so on in each shopping center. The accuracy rate can reach 90%. Under the support of the ten systems, Joy City is mainly engaged in data mining.

Each Yuecheng city is equipped with 6-10 or so data analysts. By collecting statistical data, we analyze the store operation ability, rent lifting and so on, which greatly improve the accuracy and efficiency of decision making.

Six, how to operate catering in Joy City

1, food and beverage basic data of Joy City

(1) in 2012, there were 5 restaurants in the 5 great joy cities, with an average dining room of about 50~70, and 401 restaurants at the end of 2013. The number increased by 13.9%, the area increased by 18.7%, and sales increased 40.9%.

(2) Yuecheng restaurant area accounted for 29%, contributing 24% of sales.

2, catering format planning

Yuecheng has divided the catering industry into two categories and 10 sub categories. After careful cultivation, these chain restaurants have appeared many stores in the city.

3, catering brand planning ideas

(1) understanding the market and determining catering orientation

(2) accurate customer group, divided customer price interval

(3) subdivide the flavour and cover it in a comprehensive way.

(4) grasp tonality and perfect combination with project.

4, there are four principles for catering brand combination:

(1) proximity principle: brand close to customer price.

(2) the leader's principle: the brand with the best market influence in the same flavors and brands.

(3) sharing principle: brand portfolio and shopping center retail, entertainment and service sharing.

(4) innovation principle: encourage catering enterprises to innovate

The most representative restaurant brand in Da Yue City: Grandma's house and carving beef brisket.

5. The support strategy of joy city to catering Tenants:

(1) member group buying

(2) holiday marketing

(3) public comment

(4) group buying stored value card

(5) directional passenger invitation

(6) mobile payment

(7) shop assistant management training

Seven, online promotion strategy

1, first of all, establish a broad online platform to improve the basic configuration.

Set up APP terminal, WeChat terminal, official website and other channels, electronic membership card function, complete the coverage of the platform.

The results of the current online platform resources are: Joy City has opened up the entire membership platform, with 840 thousand members, including 2 million micro-blog and WeChat fans.

2, precision marketing

On this basis, the city launched the "shopping basket plan" precision marketing, divided the members into 21 levels, pushing different information for each level.

Through the "integrated cloud data center" to provide customers with more accurate personalized marketing, management can also grasp the sales performance and market conditions of each merchant in time.

Members from the beginning of the card to use, the monthly consumption is different, the purchase of goods differences, through big data can analyze the behavior of members, so that at a certain time to a member of a brand coupons, O2O activities or art salon and other precise information, so as to achieve the big data behind the precision marketing.

Eight, O2O strategy

1, Chaoyang Joy City and Yintai network jointly operate offline experience shop.

Online passenger flow guidance, offline commodity experience, offline consumption orders,