"Post Department Store" Differentiated And Meticulous Breakthrough

For China's traditional department stores, 2014 was unusual.

Under the new consumption environment, the rugged management mode of traditional department stores is facing an end. Major department stores have begun to weaken the concept of "department stores", eliminate the category of poor business benefits, and step down the "big and full" stage, switching to the "small and sophisticated" route.

The change of format means another revolution of department stores. Some people say that this year, China's department stores entered the post department store era.

No longer pursuing "department stores"

Just past "double eleven", online shopping once again refreshed various sales records, while in front of the department store, the performance continued to decline in two digits.

No need to stick to those data, let's look at what our traditional department stores are busy with in the recent adjustment.

Most of the operators' eyes and ideas focus on their own good and widely accepted by consumers.

27 the "old brand" Zhengzhou department store has been reinstalled and upgraded this year.

As the most complete mid-range watch store in Henan, Zheng Bai added new brands on the original basis, expanded the flagship store, and made the advantage category more advantageous.

Besides, the big business New Mart Mart has been upgraded since June of this year. This is the biggest adjustment in the past 18 years, and the core content is also "unlimited magnification", such as expanding the jewelry lineup.

It is understood that the jewelry store last year's turnover reached 2 billion yuan, accounting for about 20% of the total business turnover.

Because the hardware condition is limited, the department store can not compete with the shopping center in the area, so the traditional concept of "department store" seems to be more and more undeserved.

"Nowadays, only shopping centers can satisfy all customers, and department stores increasingly emphasize precise positioning."

Many people in the industry say that if traditional department stores want to enhance their ability to gather customers, they need to break away from the conventional management mentality.

Once the "big and all" category of products is evenly distributed, it is laying a curse for the current homogenization situation.

The arrival of the post department store Era

The so-called "post department store era" is just like "post modernism".

We have experienced the "department store era", which is the golden age of retailing. People are keen on shopping. Every department store is crowded with customers.

The era of "post department stores" refers to the era of electronic shopping. People no longer like to visit physical stores, but through more convenient network shopping. The traditional retail industry has been greatly impacted. The word "department store" no longer belongs to department stores, and traditional department stores have adjusted and pformed.

For China's traditional department stores, the reason why 2014 is unusual is that this year, department stores are actively changing and daring to change.

In addition to the adjustment of category and hardware, there is also the innovation of marketing concept.

This year, traditional department stores have focused their attention on the whole channel marketing, trying to find new passenger and sales growth points.

Wanda build Wan Hui network, the big business starts the tin dog network, and the traditional retail stores frequently force online.

And this year's "double eleven", there are more than 28 department stores nationwide to promote sales with Tmall.

"If the enterprises do not have the exclusive resources, they can not regain the right to speak in the face of suppliers. No matter what channel and mode they are going to change, they will not be able to do so."

According to the insiders, the traditional department stores have an absolute advantage over the online stores themselves, but in fact, they are the real ones who start their businesses abroad.

However, due to the deep-rooted traditional marketing mode in China, it is difficult for physical retailers to change their minds quickly. They have been turning around the commodity business, ignoring the connection with consumers and making it difficult to produce social interaction.

Although there is no successful case of traditional department store "touch net" so far, we can only feel the stones across the river, but this spirit of daring to face and dare to innovate has indeed made consumers more confident in the traditional department store entering the post department store era.

In fact, for the department store industry, this "revolution" is not the first time.

20 years ago, household appliances mostly occupied the core business area of department stores. After the rise of electrical appliances such as Suning and Gome, there was a big adjustment in the department store industry.

Over the past two years, the department store has seen a significant decline in the efficiency of the flat, the growth rate of sales lagging behind the expansion of the business area and other issues.

Analysis of the industry, department stores in terms of price and operating costs, but do not match the electricity supplier in the volume and format, but not the shopping center.

Therefore, if we want to "break through", we can only rely on differentiation and refinement.

In the recent adjustment of the Zhengzhou general store of big merchant, the women's area was "infinitely magnified", and the designer brand was particularly emphasized to avoid homogeneity.

In particular, the bold introduction of some Japanese women's clothing brands is different from other shopping malls Daxing Han Chao or chased European and American fashion.

Today, when we enter the two floor of the big business, the mature women's clothing is close to "literature and art" and "small and fresh", and the fashion and youth are soaring.

When it comes to refinement, we have to mention the concept of large customer service advocated by Denis general merchandise department, which provides a series of services with real sense of experience for members.

In addition to organizing members to participate in various interesting salon activities, golf and equestrian sports have increased the adhesion between customers and department stores.

"At any time, for the retail industry, passenger flow is the core element of supporting development.

How to improve passenger flow, for every retail enterprise, there is only constant change and constant adjustment.

Denis department store responsible person has said, "in the face of the impact of the electricity supplier, shop in addition to counterattack, there are still many things to do, especially to learn to" foster strengths and circumvent weaknesses ", enhance customer experience.

Meticulous service, refined products, this is Denis department store in recent two years to the consumer left the deepest impression.

For example, when other shopping centers are still worried about parking problems, Denis store garden shop is trying to build new parking lots. In the future, it will accommodate nearly 1000 cars. When other shopping malls are celebrating their annual celebrations, they will silently inform members of the department store in VIP card to save 100 yuan coupons for loyal customers in.

In the just concluded Denis department store celebration, some consumers said well: "I didn't spend the 100 yuan, but came to celebrate the" old friend ".