Department Stores Strive To Save Themselves: Strengthening Consumption Experience

New shopping malls to enhance consumption experience

The proportion of experiential business is over 50%.

It is the most essential difference between the entity businessman and the electricity supplier.

Since the beginning of this year, a number of shopping malls have been opened in Foshan. While improving the overall business environment of Foshan, it is also a step forward in the experience aspect.

At present, these shopping malls have experienced over 50% of the experience formats, and some even account for about 70%.

Experiential formats mainly refer to eating, drinking, playing, and entertainment.

In addition to the regular entertainment main businesses of the cinema, the newly opened shopping malls this year are painstaking efforts in catering business.

South China Sea

There are about 40 restaurants and restaurants, and each shop has its own scenery.

In terms of decoration, stores have their own characteristics. For example, the Four Seasons restaurant takes the street view of old Hongkong as the theme, full of nostalgia. Dunhuang tea museum shows Foshan's local feelings.

Vanke Plaza in the South China Sea has more than 70 restaurants and brands, accounting for about 35% of the entire shopping mall brand.

Sturgeon flavor restaurant, thousand dozen beef balls, memories of Jiangnan, barbecue, Lang Ge style stew pot and other brands are the first time to enter the brand restaurant in Foshan.

Play and music are also

We can not replace the experiential format.

Entity businesses especially pay attention to children's experience format and make a big fuss around children.

Wanda Plaza in the South China Sea introduces the Chinese original marine fairy tale theme park known as "blue Disney", "whale whale world children's playground" and Yang Hongmei art training center.

Zhaoyang Plaza, a newly opened large shopping mall in the south of the city, although the volume is only more than 30 thousand square meters, it introduces the first Lego activity center in Foshan, with a business area of nearly 1000 square meters.

Experiential formats are advancing rapidly, while the department stores that compete directly with the electricity providers are shrinking.

Although Vanke Plaza in the South China Sea also introduced the self operated format of Vanke department store, the proportion is very small.

While Fengcheng and Zhaoyang square simply abandon the traditional department store and take the exclusive store route, but its proportion is not large.

Wonderful activities attract more people and consume more.

In addition to increasing the proportion of experience formats in the process of investment promotion, shopping malls also focus on creating theme activities in holiday marketing, attracting people's popularity with colorful activities and promoting consumption, which is the key to the experiential nature of entity businesses.

It is reported that during this year's "double eleven" period, Foshan's major businesses have launched activities such as "off" and "snapping up" to join in this feast of consumption.

"Double eleven" on the same day, the Oriental Plaza will hold the Foshan city blind date conference.

The activity site will be divided into several districts.

Impression city is also in the "light" aspect of ingenious thought.

On November 8th ~11, the couple went to the impression city shopping, scanning the impression city WeChat two-dimensional code can print a group photo free, and have the opportunity to "ideal lover" (big bear doll) to take home.

The South China Sea Plaza launched the "Yue Yue Yue" voucher group buying activity from ~18 November 5th. In the department store, it bought 200 yuan or more, and 50 percent off group bought a meal voucher. Cade square was an article about children's communication. Every Tuesday to Saturday evening 19:30~21:00, the Kade square will arrange free activities such as English and coloured DIY, so that children can interact with people in activities.

Trend:

Entity businesses repeatedly "real power" online and offline joint operations

In the past few years, the "electric shock" of the major entities in Foshan still stayed at the stage of "conception".

Although many shopping malls have established their own websites, they are limited to product display without substantive actions.

But with the improvement of technology and the gradual deepening of the understanding of e-commerce, the entity business has made more substantial progress in the field of electricity supplier this year.

First of all, entity businesses have substantial Internet thinking, everything starting from users, "think of what they want, urgent and urgent."

At present, you can enjoy free WIFI services in shopping mall in Dongfang Square, South China Sea Wanda Plaza and Wanke square in the South China Sea.

Vanke Plaza has also introduced the concept of extreme service, which includes mobile phone charging boxes, emergency medicine boxes, female care products, rental umbrellas, baby carriages, etc., to meet the needs of shoppers for emergency.

In addition, almost all shopping malls have opened the WeChat service public number. They have invested a lot of manpower and material resources in the operation of the public number, pushing the shopping activities, new businesses and seasonal merchandise recommendation to users.

In addition, the strength of the business itself is also preparing to build the O2O platform.

It is reported that Wanda and Tencent Baidu's two largest Internet giant O2O project is steadily advancing, and is expected to be ready for use by the end of July next year.

In addition to the market itself is frequently "electric shock", brand businesses have been online and offline the next two lines of operations.

It is reported that this year, a number of international fast fashion giant officially announced the opening of online stores, opened its electricity supplier road.

In March this year, C&A, a famous European fashion brand, entered Tmall, China's largest retail website, and opened its official flagship store.

In September, H&M self built online store officially appeared in China.

In October, Zara officially entered Tmall's official website to establish flagship store, and announced that the products sold by Tmall official flagship store will be consistent with the pricing of Zara retail stores and official websites.

Online merchants go out of the "virtual" self built shop to emphasize the sense of experience.

On the other hand, online businesses are stepping out of the "virtual" sector and building a physical store to enhance their sense of experience.

Dream bazaar was originally an underwear brand specializing in online platform.

This summer, the dream bazaar O2O fashion life experience hall officially opened in Guangfo Zhicheng.

In addition to being able to get professional dress advice and convenient paction, consumers can also buy clothing logistics directly to the home, and even make an appointment fitting through the guide salesmen.

In fact, online business days don't look so good.

A head of Guangzhou's original clothing brand, who has been running on Taobao for many years, told reporters that online competition is becoming more and more cruel.

He himself has shifted the focus of his work from online to offline. "The most traditional experience format is not going out of date," he said.

It is understood that like dream bazaar, willing to walk down the line from the line of physical layout of the business is still very few.

And the entity businesses below the line seem more active in the "electric shock" action.