Zhengzhou Traditional Department Stores Try To Pform And Experience Consumption

In August this year, the analysis of the situation of the consumer goods market in the first half of the year released by the Provincial Bureau of statistics showed that in the first half of the year, the top 30 retail sales in the province increased by 10.5% compared with the same period last year, and the growth rate was less than 2.6 percentage points above the average level of Enterprises above the province level.

The proportion of retail sales in Zhengzhou, the capital city of 20%~25% in the province, the growth rate of retail sales of four major household appliance stores and ten large shopping malls, is lower than that of the province.

Last year

Zhengzhou Bauhinia department store has carried out the only large-scale pformation since 1995. This year, the department store industry in Zhengzhou is moving more frequently. Parkson has entered the Mixc, the magnificent butterfly of Jin Bo, and Denis's city of David.

Faced with the menacing impact of the electricity supplier, the entity business also realized that it is necessary to respect and value the experience and feelings of customers from every level, so that there will be room for survival.

All-round adjustment in depth and increasing the proportion of leisure experience... The traditional department store has a comprehensive attack.

In the second half of 2014, the group of big business in Henan has entered a comprehensive and in-depth adjustment period. Taking Zhengzhou general store as an example, because of the younger customers in Huayuan Road business circle, this adjustment has been abandoned in order to better integrate with younger customers. It has abandoned some of the international famous brand resources for many years, moved closer to younger and more fashionable, adjusted 285 brands of the whole category, adjusted the original five floor girls, leisure and cowboys to 4 floors, and created a women's fashion shopping paradise.

The Golden Bay store has been upgrading and upgrading.

Huangfu, President of Dashang Zhengzhou area, is determined to put forward a new concept of "Pan shopping mall department store" at the time of pformation.

Huangfu is determined to say: "the adjusted golden Boda store will be the largest single department store in the whole country. In the next 3 years, the prime minister will give consumers the most attractive" shopping mall shopping mall "in the 27 business circles.

and

In 2013, it experienced a positioning pformation and hardware upgrading. In 2014, it continued to focus on the positioning of "family gift department stores", and carried out brand adjustment and upgrading, such as Chiba jewelry and nine posture brands, and introduced 1500 square meters of "IKEA purchasing" category on the 6 floor.

At the same time, the stores in major cities and towns are upgrading at the same time, increasing the experience, brand, wide scope and large adjustment range, which are rare in the industry.

Denis, who is based in Henan, has preserved the original boutique and launched the 6 year old David city.

As early as in 2007, Denis spent nearly 300 million yuan, with an average price of more than 4 million 500 thousand yuan per mu, and took down the gold block, which was located in the west of Zhengzhou 27, north of Taikang road and east of the people's Park in three times.

With the opening up of the Mixc and the upgrading of DAC, Denis, who is the leader of Henan department store, has speeded up the construction of its first large-scale complex project.

The project will introduce more high-end luxury brands than the previous Denis project, and now has confirmed the first Mi- in Henan.

Chael Kors, Tiffany& Co. and so on, while its main structure is still dominated by department stores, while hotels and offices are supplemented. The six tier shopping centers complement more entertainment formats such as catering formats and cinemas.

It is worth noting that in addition to luxury brands, David town has introduced up to 120 restaurants, entertainment and leisure brands.

It is reported that the city of David also has an area of 2000 square meters of the true Bing Bing field, and specially invited the national team retired members professional guidance.

In March 26th this year, Denis group successfully signed the new green space city. In the future, the Denis group will open a high-end shopping mall with an area of 100 thousand square meters in a restaurant, retail, entertainment, supermarkets and theaters.

Regarding this, Liu Yongsong, general manager of general merchandise department of Denis general merchandise department, said: "Denis has always been based in Henan. We hope to make Henan's largest market share. In 1997, the first Denis on Zhengzhou people's road opened, Zhengzhou has been the core of Denis's development.

Denis will take Zhengzhou as the core in the next 3~5 years, and also radiate 18 cities in Henan. David city is the fourth store in Zhengzhou. The green space project is sixth. In the future, Denis will have 8 stores in Zhengzhou, including 5 general merchandise stores and 3 shopping centers.

Strong guest gathering capability makes catering a new favorite for real business.

When the single shopping function of traditional commerce can not satisfy most consumers, whether it is the traditional department store's own "shopping mall" adjustment or directly converted to Shop-pingmall mode, at this time, almost all traditional businesses focus on catering services that can increase passenger flow and enhance popularity.

The store has become the standard of shopping center, and the ice cream chain "DQ" has opened 11 in Zhengzhou. The first shop in Henan, which is known as "57 restaurants in Hunan", has opened 360 in China World Trade Center in August 28th, and will be stationed in Denis's David city. This year, the "full of desserts" which have been coveted for many years have finally entered Zhengzheng. The first two are Huarun, the Mixc, and China World Trade Center 360. Besides KFC, McDonald's, Dicos, Subway, bar John, Burger King and other Western fast food are becoming more and more popular; fast, rich, delicious and cheap food plaza is also favored by real businesses. Starbucks entered Zhengzhou for two years and opened 12 doors.

"People eat for food", a person may not pursue fashion, do not like to watch movies, do not like skating, but three meals a day must always take heart.

In the past, catering was not popular in traditional commercial formats, and has always been a supporting subordinate position. Today, the "catering" format has changed into a "meat and potatoes", attracting both the passenger flow and the competition in the homogenization competition. The competition for the fashion catering industry is becoming more intense. The restaurant brand that has not yet entered the Central Plains is also very cautious when selecting the "first stop" in Henan.

In 2012, after entering Henan's real business, catering is the "highlight" of the first to start business.

For example, in the Central Plains and 272 Wanda Plaza, the proportion of restaurants has reached 30%~35%, while traditional stores such as Denis and big business are also exchanging for a higher proportion of food and beverage formats through upgrading and upgrading two times.

The upgrading and upgrading of Jin Bo greatly enhanced the overall standard of catering industry. First, the restaurant brand was enriched, and about 30 restaurants were introduced.

Among them, the first time landed in Zhengzhou was Taiwan's first steak brand "Matador", and the first black coffee shop of Starbucks's Starbucks, the fashionable theme coffee shop "ZOO coffee" and Zhengzhou's Largest Pizza Hut.

The Mixc, which opened in April this year, took advantage of Manyu and other fashionable restaurants to win popularity when the one or two tier brand had not yet entered.

And the city of David Denis, which will open early next year, accounts for 32% of the total catering business. The fashionable restaurants such as Jiangnan, Wang Pin and Ding Taifeng will be stationed in Henan for the first time through David city.

For commercial projects, the key to survival is to retain popularity, not only to attract a large number of passengers, but also to maximize the duration of each customer's stay.

Therefore, the cinema has also become a magic weapon for the customers to stay in the real business format.

In the huge urban consumer group, the group that has the desire to see movies and has the ability to consume films often pcends the lower level needs of Maslow's hierarchy of needs. These consumer groups are large target groups of real businesses in terms of economic income, cultural level and consumption concept.

A big movie with high cost can also reflect all the elements that are most Fash-ion at present. The costumes worn by the protagonist, the electronic products used, the food and drink that they enjoy, including the driving vehicles will produce a guide to the viewer.

In addition, the basic length of a movie is 90 minutes, and the waiting time of consumers before watching is at least 15~20 minutes. Consumers often feel happy after watching the movie, and other related consumption desires are also released during the viewing process, which also facilitate the release of other consumer formats.

According to statistics, there are nearly 600 Chinese domestic films released in 2014, plus more than 300 imported from abroad, so there will be about 17 new movies on average every week.

As a fast moving consumer goods, the life cycle of movies is very short, which determines that it can provide enough freshness for commercial projects.

At present, there is no decent cinema in Zhengzhou's large commercial body. Its format seems incomplete.

Yao Lai Jackie Chan international cinema has brought a lot of passenger flow to Jinyi shopping center and Wangfujing department store. Many of the young people who go to Wanda Plaza spend their lives on the IMAX screen of Wanda. The upcoming Denis David city will bring the only Korean CGV IMAX theater in the city to Zhengzhou. Nearly 6000 square meters of projection hall can accommodate 2000 people at the same time.