See How The Main Shopping Center Of Shenyang Shopping Center Is Going To Reverse The Situation.

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Xiaobian network to introduce to you is the main department store in Shenyang shopping center.

Adjust volume, integrate brand and create characteristics

In 2010, with the entrance of Wanda Plaza, Wanda Department stores, which opened in the shopping center, entered the view of Shenyang consumers.

For a time, the main department stores became the standard configuration of shopping centers, and a series of main department stores that positioned buyers and tide cards sprung up like mushrooms.

However, since last year, the voice of shopping malls has been appearing in the industry, while on the other side, the shopping center is inseparable from the voice of the main department stores.

Reporters learned that after a year of trial operation, the Shenyang Le mall, located in star Moore shopping center, will open for business in November 15th. This is undoubtedly a stimulant for the main department stores in Shenyang. Whether the shopping center and main department stores depend on water or fish, or the direction of water and fire, may have new considerations in the special commercial market environment of Shenyang.

Market situation

There are only 3 of the 6 main department stores in Shenyang.

In 2010, from Wanda Plaza, SHENLIAO Road, Shenyang brought the first department store main store, Wanda Department store. The main shopping center mode of shopping center began to occupy a place in the commercial market of Shenyang. However, in just 4 years, the development of the main store in the shopping center was not satisfactory.

At the end of 2012, the first department store, Shenyang yueyuecheng store, opened for more than a year. It closed shop in January 2013. In January 2013, only 0101 stores in the department stores closed 2 years ago. In June 2013, Shenyang store in Shang Tai Department was also dismal after 2 years of operation.

Enumerated in recent years, Shenyang shopping mall, shopping mall main department store is one of the important categories, once upon a time, shopping mall and department store marriage such a new form of industry was relished by the industry, but in recent years, shopping mall main department stores have chosen to withdraw from Shenyang, cut to the present, Shenyang market only left Wanda Department store, NOVO department store, Le bin 3 shopping mall main department store.

Counter attack

The existing main department stores have been adjusted and upgraded one after another.

In November 2nd, in the Wanda Department store of SHENLIAO Road, the elevator leading to the five floor of the shopping mall was sealed, and many other berths on the other floors were also written in the words of adjustment and upgrading.

Reporters learned from Wanda Department insiders that Wanda Department stores will face changes now. The overall direction is to reduce the volume of the products to four levels, and become a medium-sized department store of about 15000 square meters in each shop.

At the same time, the NOVO department store in the Mixc was reopened in August 8th when it was closed up in July. It changed the original 2 and 3 tier structure integration into the 3 tier and only one layer and expanded the business area. "This upgrade is mainly to re integrate the brand, adjust some brands that can not be well integrated into the NOVO trend concept, and introduce competitive brands."

NOVO department store Shenyang shop manager Deng told reporters.

After a year's adjustment, Le bins will also meet the consumers in a brand new combination in November 15th. "Readjustment is to better cope with the market environment, and to bring a better brand, better environment and better service to the customers in Shenyang."

Bai Qingyan, deputy general manager of Shenyang branch, Le bin, told reporters.

Characteristic location

Difference between main department stores and shopping centers

stay

In the NOVO department store, there are occasional fashionable young people entering the shop to purchase. Although there is a certain gap between the passenger flow and the main business circle, the loyalty and consumption purpose of consumers make the turnover rate clear.

"In fact, we are a tidal zone in the shopping center. The characteristics of our products are very clear, that is, the concept of" Chaozhou and Chaozhou ", which provides a tidal brand and concentrated consumption place for consumers in Shenyang who aspire to the tide culture. The combination of commodities and the atmosphere in the store complement each other in the Mixc.

NOVO department store Shenyang shop manager Deng said.

"Whether the traditional department store or shopping mall main department store, the department store industry has to rely on its own characteristics to win consumers, and this feature is not only the commodity level, but also what kind of shopping experience to consumers."

Bai Qingyan, deputy general manager of Shenyang branch of Le bin department store, said.

"For the main department stores, we must make a difference and complement each other in the commodity mix and shopping center. After adjustment, the shopping mall will mainly introduce small commodities such as gold, shoes, cosmetics, underwear accessories, etc., and increase the introduction of tide cards. Our positioning is boutique community department stores, which complement each other on the composition of goods and shopping centers. At the same time, we will introduce personal interactive experience to enrich regional children's education formats.

Experience. "

Bai Qingyan said.