West Lake Yintai Closed On 100 Days After Reopening 7

Reporters learned from Yintai that West Lake Yintai will officially open on Friday, the 7 day of this month, which is three days ahead of the expected 100 days. This time, West Lake Yintai is no longer West Lake Yintai, but "West Lake Yintai city". In the breakout of traditional retail industry, Yintai Department obviously started "atypical transformation of department stores".

　　 97 days later, the mall was transformed.

Eat, drink, play and enjoy more leisure experience.

Ye Xiaojing, general manager of Yintai City, West Lake, West Lake Yintai will incarnate a 90 thousand square meter "city life MALL" shopping center.

In the past, West Lake Yintai, a whole layer of clothing counters, now can meet a cafe or dessert station every five or six counters. The children's area will move down from the five floor to the ground floor and expand the area, opening the largest maternal and infant room in the same shopping malls in Hangzhou; the five floor will become a "leisure space", with movie theaters, theme restaurants, coffee bookstores and other formats.

After the original more than 600 clothing brands have been reduced, there are less than 300, and with the introduction of more than 100 new brands, clothing brands have decreased by 1/3 in terms of quantity and area. "After recombination, 40% of the space is left for beer and skittles." Ye Xiaojing introduced nearly 80 theme Cafe cafe bars, will be distributed in the ground floor to the five floor of the various spaces.

"In addition, we have set up nearly twenty computers and iPad and hundreds of mobile charging facilities on all floors for free use by customers." Ye Xiaojing said.

　　 75% the customer is under 35 years old.

Focus on young local market

Ye Xiaojing indicated that they positioned the core competitiveness of West Lake Yintai city in the "younger market".

According to statistics, 6 years after the Yintai operation in West Lake, 75% of the customers were young people under 35 years old, while Hangzhou native accounted for 92%. "The characteristics of young people in Hangzhou are very distinctive, which is the basis for our adjustment." According to her, young people are no longer pursuing the "tall" but the quality. Therefore, on the basis of maintaining some of the dominant industries and fast fashion stores on the first floor, they introduced the international two or three line young fashion brand. Light luxury goods Collection shop, etc. For example, the famous Japanese dress Snidel, Yamamoto Teruji YMOYNOT, the buyer's OOXOO and so on, will first enter Hangzhou.

　　 Small Mall avoids homogenization

Future competition risk less

90 thousand square meters of Shopping Mall, compared with hundreds of thousands of square meters of large Shopping Mall, it looks very small. The brand and format are not complete enough, which is the concern of the industry to Yintai City, West Lake. Ye Xiaojing believes that "small" is the advantage of small Shopping Mall. "West Lake Yintai city will still be based on department stores, a shopping mall for department stores and shopping centers."

"For a long time, Department store The rent is higher than the shopping center. Ye Xiaojing analysis, from the rental point of view, with "department store" West Lake Yintai city will occupy an absolute advantage.

And relying too much on catering and other experience matching, retail weakness, etc., will also be faced with large-scale complex problems. Judging from the existing commercial complex, clothing brands and so on have little effect on performance, especially the "MALL department store".

Small Shopping Mall is small in size, but because the department stores and shopping centers are scattered, the relative risk is relatively small. Especially in the fierce competition of homogenization, this kind of MALL+ department store is also an opportunity.

Therefore, even if the investment is 120 million yuan, Ye Xiaojing is optimistic that the profit will be flat at the end of 2015.