The Characteristics Of "Five Characteristics" In The Pformation Of Physical Retailing

Diversification crossover

Whether shopping centers, department stores or shopping malls, they are playing cross-border, cross-border and more and more bold, the border is becoming wider and wider.

The relationship between shopping centers and shopping is fading away, and the department stores are more and more like shopping centers. Even large stores such as big rounded, Suguo supermarkets and Suning are showing more and more complex operation.

It is said that the great joy city of Chengdu, which is about to be capped, covers a variety of formats such as food plaza, theatre, theme bar, children's professional experience, KTV, video game city, health club and so on. Shanghai K11 has introduced art exhibitions, workshops, art education and many other art categories, breaking through the boundaries and connotations of traditional shopping centers.

In the future, shopping centers will not be impossible to introduce banks, clinics, kindergartens or even marriage registration offices. In the past, the assembly mode of pipelined "big boxes" might be abandoned.

Department store shopping centers continue to grow. West Lake Yintai compressed 1/3's clothing business area, produced 40% of the space layout, eat, drink and play, all kinds of restaurants, water bars, snacks as many as 60, but also introduced 20 kinds of amusement formats such as cinemas, and realized the pformation from department stores to shopping centers.

Tianjin Lotte Department cross boundary introduces yoga, national dance, comprehensive painting, skillful hand work and other entertainment courses, innovating member activities, so that consumers feel a new interactive experience.

More department stores are restricted by property conditions. They introduce light restaurants, beauty salons, nail houses, gym, drugstores, bookstores, etc.

The "kazakhtin department store", which is known as "the first department store", also introduced a cartoon shooting base. Cafes and tea bars spread all over the floor. 20% of the area was not sold as an art gallery, but also a 4 storey square, 16 meters high. It was used for wedding celebrations and large-scale events.

Diversification is conducive to enhancing the feasibility and practicality of the physical store. It is a good tool to reshape the image of the store and attract customers to enter the store. It is also the only way to resolve the impact of the electricity supplier and restore the charm of the store.

Characteristic management

In the retail industry with oversupply and fierce competition, the characteristic is life, without its own characteristic shop, just like the seller who has no traffic on Taobao, will be submerged in the vast number of peers.

The characteristic management has been highly valued by the entity retailing, and the phenomenon of "one shop side" is changing.

For example, the new shopping center in Hangzhou is more and more interested in the brand collection store. Xixi impression city, West Lake Yintai and Tianhong shopping center have many brand collection shops settled in, so as to replace the department stores by updating the tide, fashion and avant-garde brand collection stores, which is more conducive to attracting consumers to enter the store.

Some shopping centers will combine fashionable and inexpensive collection shops with fashion and light catering to form their own business characteristics.

For example, West Lake Yintai breaks the practice of separate layout of department stores, restaurants and entertainment, distributes 60 restaurants and water bars to all floors, and realizes the organic integration of diversified business formats, which is more in line with the fast-paced urban consumption habits.

And its reduction and optimization of clothing brand of about 10%, greatly strengthened the tide card, but also made the whole business more young and fashionable, and formed a distinct business style.

Another example is Wanda Group's "Wanda Baby King", which integrates functional areas such as early education, photography, party, animation and so on. It will serve as a "standard" nationwide promotion of Wanda Plaza and may become one of the most competitive advantages of Wanda Plaza.

According to the successful experience of pformation and pformation of Japanese department stores, Sakaki Mei Tian, one of the department stores in Japan, has a layout of youth fashion brands up to 6 floors. It introduces 20 designers to personalize brands, and establishes a self owned food distribution channel through leasing farmland to cultivate organic vegetables.

And another "two male" Shinjuku Shinjuku broke the brand boundaries, opened a number of brand collection stores through self run, forming a differentiated management style.

The characteristic management not only makes more and more entities retail enterprises compete to develop their own superior formats and strong categories, but also enables some enterprises to actively test the water themselves, enhance their control over commodity inventory and price, and boldly push forward to the "deep water area" of pformation. Some enterprises, through cooperation with production bases and agricultural cooperatives, have realized "vegetable picking fields" and "fruit picking branches", forming their own unique advantages.

In the process of adjustment and pformation, service has received more and more attention from more and more entity retailers, with meticulous layout, great expansion of service projects and rapid upgrading of service level. Humanized service is becoming a powerful weapon for optimizing retail experience and gathering passenger flow.

Taking West Lake Yintai as an example, in the new round of adjustment, the store has made a large number of upgrading in hardware and software services, such as opening the largest maternal and child room in the same city, realizing home furnishing layout, setting up nearly 20 Flatlets and hundreds of charging treasure on each floor for free use by customers, and building 2 VIP service centers.

Japan's "department store" has produced 20% to 30% area expansion services, set up a large number of advisory areas, exhibition areas, in the children's area has breastfeeding rooms, sorting tables, small tables, providing child care services, child care seminars and so on.

It is said that there are only more than 300 kinds of rest seats in the Hsin Mei field, 23 toilets and 174 women's toilets, and the new family of shindin, Shinjuku, has hired the famous composers to write background music. The human body analysis equipment has been introduced into the women's underwear area, and the attitude analysis team has been set up to provide close consultation and professional image for the customers.

The latter also vacated the store area to increase the bulk storage capacity, adjusted the goods nearby, and accelerated the service speed.

Another content of humanized service is heavy money landscaping. The creative landscape such as "rhubarb duck", "Dora A dream" and "Golden Avenue" and the creation of festival atmosphere such as Valentine's day and Halloween have not only strengthened the theme color of marketing, but also brought art enjoyment to customers.

Shinjuku Shinjuku Shinjuku, Japan, also embodies various artistic elements in the display of commodities, releasing new information with art paintings, and making Chinese tourists mistaken for the art exhibition of paintings.

The store also set up a "small park" near the escalator, holding thousands of activities every year, which greatly enhanced the storytelling of the store.

There are more and more stores to increase convenience services, such as WAL-MART launched "door-to-door", Hangzhou Yintai city on-line "parking artifact" and so on, have effectively enhanced the convenience of the store.

In 2014, there were many new ways of marketing physical retailing. "Story" is stronger, experience characteristics are more prominent, double line interaction and cross-border integration are more cases, and the techniques are more delicate, showing a lot of new bright points which are different from the past.

Some excellent enterprises not only dare to compare prices with electricity providers, but also fight for price wars. Once they have changed the passive passive situation, they are doing enough homework on the interactive experience, and they are doing the same with the unique experience.

The cross border cooperation between Yintai and Greentown has made a lot of sense. In the near future, Hangzhou released a shopping coupon and a car ticket repercussion. It was said that it was pretty good. Suning O2O stressed that "visible, touching, practical and fun" also fully played its own offline advantage.

This year, eleven times before the net newspaper, many businessmen in Chengdu started to "snatch" ahead of time.

More entity retailers break through the limitations of simple shopping and make a lot of fuss about catering, entertainment and on-site activities. While offering discounts, buying and reducing, raffle and gift giving, they also offer experience activities such as "movie half price", "special restaurant price", "lucky free sheet", and organize on-site activities such as "Kiss contest", "underwear show" and "Art Exhibition" to attract customers.

Although the "strip" of a shopping mall in Wuhan is regarded as "vulgar" by some netizens, it has been a great success only from collecting guests and promoting sales.

Overall, in 2014, the physical retail marketing was more active, more active, more offensive, showing strong innovation, expansibility and inclusiveness. The color of experience was extremely strong, and it did not exclude cooperation with the electricity supplier. It extended from the physical store to the online and mobile terminals. With the help of micro-blog and WeChat, relying on landscaping and activities, it became rich and colorful from the traditional "old three kinds", showing a strong customer competitiveness and competitiveness.

Referring to the marketing pformation of physical retailing, it seems that the China Shopping Festival, initiated by Lian Shang network, can not be ignored.

Although individuals believe that the integration and promotion of this activity is lacking in strength and the effect of activity is yet to be tested, it is still a milestone in the pformation of physical retail. It has stimulated more "wolf sex" in physical retail enterprises, greatly boosted the confidence of offline enterprises, and will have a strong impetus to the four quarter marketing and promotion.

2014 is the year when online and offline retailing from simple competition to integration and development. While the electricity giants are speeding up the layout of the line, there are more and more retail entities in the form of electric pformation in different forms, and the physical retail industry is developing in the direction of "all channels, socialization and entertainment".

BBK to cloud monkey network, big run fat to build a large platform to fly Niu net, Wanda Group started "Teng million" electricity providers to focus on O2O, Yintai further open up Taobao mobile phone, Tmall deepen strategic cooperation with ALI group, Joy City to accelerate the layout and excavation of big data, Tianhong business field micro member, micro payment, micro marketing, for many entities retail enterprises to develop online business to provide some inspiration and reference.

More offline retailers are adopting a more robust and pragmatic approach to the trend of networking, chasing their own "electric business dream", such as upgrading ERP, CRM, MIS and other information systems, including indoor navigation, intelligent passenger flow, intelligent traffic flow, intelligent query system, introducing Alipay, micro payment, promoting WeChat's marketing and promoting member services, and some choose to cooperate with the electronic business platform to develop O2O.

Despite the different effects, especially for some small and medium-sized retail enterprises, the road of electric business is still hard to recover. However, all kinds of efforts still enhance the level of information and intelligent development of enterprises, which will promote more or less the intensive operation and meticulous management of enterprises.

Accenture survey found that consumers showed signs of "return to the physical store".

Chen Yuefeng, editor in chief of China chain magazine, also predicted that the retail sales in 2015 will be warmer.

Perhaps, the signs of "return" are not so obvious. The judgement of "warming up" may be optimistic. Retail industry may be longer in winter, but after all, changes are taking place and spring is always coming.