Tianjin Joy City General Manager Wu Zheng: Using Exclusive Resources To Achieve Shopping Center Differentiation

　　 Yes Shopping Mall Brand dependence

When the brand is scarce, the sales department is the 1 version of retail industry. With the increase of consumption demand and the change of consumption pattern, the 2 version of shopping center with abundant formats is coming into full play. Wu Zheng said that the evolution of the 3 edition of the neighborhood shopping center focused on communication with consumers, the unique business highlights will become the main motivation for consumers to choose business projects. Based on this, the 4 edition of the shopping center revolves around the needs of consumer life service, so that online and offline can form a closed loop, mining and strengthening the fans economy.

Wu Zheng said that Tianjin's joy city is currently in the transition from 3 to 4. The operation mode of small brands in the street area on the one hand gives consumers the reason to consume the Joy City, satisfying consumers' consumption and psychological needs; on the other hand, it can weaken the management brand and make consumers rely on the brand of shopping center and become the fans of shopping centers.

In the great joy city system, every great joy city has its own research direction and business highlights. The geese commune in Tianjin's great joy city is the fastest growing format in shopping centers. The roqa commune is an indoor shopping center with a total building area of 3500 square meters, with 34 creative shops, 11 entity shops and 15 virtual shops in the two period.

Driven by characteristic blocks, the sales and sales of Tianjin Joy City increased from 8 million 300 thousand passengers in 2012 to 700 million yuan to 18 million and 2 billion yuan this year. According to Wu Zheng, there will be 3-5 different theme neighborhoods next year, with different positioning and differentiated brand combinations to meet different emotional needs of consumers. The business brand in a block is generally not a well-known brand. It emphasizes more specificity and is not easy to be imitated.

　　 master Exclusive resources

The success of the goose commune brought many shopping center operators to visit. However, this new format is always hard to imitate. Wu Zheng said that most of the merchants who came in were design brand operators. They paid attention to the individuality and originality of the shops, and did not have a strong planning for the development of the scale. It is understood that Tianjin's Joy City has abundant original design brand reserve resources, which provides a guarantee for the development of the project.

The shopping mall's building blocks also set up an entrepreneurial platform for designers. Wu Zheng said that the traders in the goose commune got a tax-free concession, while the government had special funds to support it. However, the goose community needs to gradually adapt to the test of marketization. In the development of the original merchants, the originator of the brand originally worked with interest, but after entering the shopping center, the original designer needed to face self transformation, and gradually formed a sound industrial chain on the basis of ensuring the supply of goods.

In addition to the hard to get merchant resources, in Wu Zheng's view, the landscape atmosphere and theme soul of the block are the most difficult to be imitated and duplicated. Previously, a shopping mall in Beijing also had a creative street of creativity. When the artists who were stationed there got the support policy, but the blocks did not release the original charm, only the creative merchants' aggregation did not create the scene and atmosphere of shopping.

Although the operation and difficulty of the new format are very high, the income level exceeds the general experience format after the unique selling point.

It is understood that according to the market and operation of the goose commune for second years, it is expected that the sales month will reach 5000 yuan, and the income level of similar stores in the super market.

　 　 O2O Let space be infinite

For shopping centers, the most important thing is to know how to manage passenger flow. Wu Zheng believes that through exclusive experience and platform operation, shopping centers will gradually develop high viscosity consumers. However, the difference between the physical store and the virtual platform needs to be differentiated.

Wu Zheng said that this year's Tianjin Joy City was launched on the App. In the early stage, it focused on the function development of the merchants in the field, and launched some exclusive coupons, member points, etc. to increase the stickiness of consumers on online applications. When the passenger flow starts online and offline, the platform operation can also optimize the membership system of the shopping center, make more casual travelers become stable fans, and make the fans more loyal. When online fans accumulate to a certain level, Joy City will sell some goods that are difficult to provide by shopping centers online, and truly realize limited space and unlimited possibilities.

Experience and platform "two point line" combination way, let Tianjin Joy City can gain popularity and harvest financial resources. Another main task of platform operation is based on consumer behavior research of big data. Wu Zheng said that the real driving force of shopping centers is to dig deep customer demands and constantly satisfy customers. This may be a reflection and Reflection on the whole commercial real estate.