Bailian Binjiang Shopping Center Shopping Area Accounted For Only 40%

Shanghai's local commercial giant Bailian sixteenth shopping centers, Bailian Binjiang shopping center, has officially opened in Yangpu District, Shanghai. There is a clear difference between the new shopping center and its former "brothers and sisters": the proportion of commodity shopping formats in the shopping mall of nearly 90 thousand square meters has dropped to 40% for the first time, and the other 60% of the shopping malls have given way to catering, entertainment and other functional formats.

Yan Jun Wei, deputy general manager, told the surging news that the reason for such a major adjustment is that they are increasingly aware that only by providing consumers with a strong and no substitute experience culture can the entity retailers of large format win the battle with the electricity supplier and regenerate new popularity.

Yan man Wei said, "the proportion of retail sales in general shopping centers is basically around 55%-60%, catering 20%-30%, but according to the understanding of the actual needs of the surrounding residents, we decided to substantially increase the proportion of catering, theater and other experience formats."

In the end, they increased the proportion of catering and functional businesses to 40% and 20% to 60% and 40% to commodities.

In fact, although Bailian's move is not easy, it is not a "pioneer" in the industry.

In the field of shopping mall, Sun Hung Kai, new world group from Hongkong and Yintai business started from Hangzhou have gone further in the way of experience marketing and have a better time.

For example, the K11 shopping Art Center of the New World Group invested in the "Impressionist masters Monet Exhibition" at the beginning of this year was very hot.

And Yintai, a relatively young shopping centre operator, is no longer satisfied with it.

The experience was confined to shopping malls. In November 15th, the mall organized a 1.1 kilometer parade in Hangzhou.

Not a few

Practitioners told reporters that the most popular areas in their shopping malls are often large children's playgrounds.

For the vast number of consumers, the value of the future shopping center may be just like the slogan of Yintai business: "buying together and playing together is equally important."

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Apart from analyzing passenger flow, one of the biggest advantages of big data is to carry out precision marketing and reduce the losses caused by blind investment.

In this regard, the new world department store has done a lot of work, focusing on information collection for different customers.

For example, the new world will conduct a survey and return visit to consumers every three months, randomly selecting 1000 to 2000 customers, divided into two groups: "consumption within three months" and "no consumption in three months".

For the former, the contents of the new world questionnaire will include service evaluation, brand format, adjustment proposal and activity experience. For the latter, the content of the questionnaire is mainly for the reasons for not coming to consumption, what aspects need to be improved and improved.

Secondly, aiming at the active VIP members, the new world department stores launched customized birthday cakes, set up regular auditorium, and organized red wine tasting sessions to enhance the brand loyalty of VIP customers.

Facts have proved that the new world's marketing effect is remarkable.

Before the new world VIP sales accounted for 45%-50% of total sales, after recent years of efforts, the figure has reached 65%.

Moreover, the new world also distilled Platinum members' gold content on the basis of VIP customers to further subdivide the customers and achieve "circle marketing". The collection and analysis of big data can provide a decision-making basis for the introduction of shopping malls, functional layout and even service upgrading.

Wangfujing: create "Wangfujing big data platform"

The Wangfujing is also unwilling to lag behind in making big data.

This year, the Wangfujing department store and the big data technology company have launched the "Wangfujing big data platform". The big data platform will be used to analyze the whole channel operation of commodities, users and business data and commodities.

The "big data platform of Wangfujing" will be divided into three phases. The first phase of the project is to build big data platform, collect and open the data of the front and rear ends of the online shopping mall, build self flow and business analysis models, and produce typical business report applications; the second, third phase will focus on the analysis of all channel members and commodity data.

In this process, 100 percent will help Wangfujing to analyze and browse the online users' browsing and purchasing behavior, so as to form real-time commodity personalized recommendation Huarun shopping information push.

For example, there is a recommended area beside the list of stores on the Wangfujing line. At a certain time, clicking or buying more goods will recommend a clear location according to the consumption hits.