Looking Back And Reflecting On Zhongyuan Department Store, Making Innovation Normal

Many entity stores appeared "scissors difference".

Now, accompanied by

In an endless stream, traditional department stores have begun a new round of pformation and innovation, shopping centers are becoming more and more constantly looking for new development space.

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In the decades of rapid development, China's retail industry has naturally followed the development of the "big environment".

Since China's economic take-off in 1978 and the more than 20 years of 2002, China's economy has been in a take-off period, when the GDP growth rate was around 10%.

In the ten years from 2002 to 2012, China's economic growth rate remained at two digits, and was in a period of rapid growth.

Under such macro economic environment, business enterprises mostly pursue speed and scale.

Even if enterprises encounter some problems, there is no need to worry, because some problems can be solved in development.

Therefore, we often see that a department store opened up after the opening of a department store. It has been customary to wait for three years before it begins to make profits.

"China's department store industry has been developing and growing for more than 20 years, and it is not easy to survive in the cracks."

Recently, Chu Xiuqi, President of the Department Store Association of China, said that in the past, the department store industry could be said to be full of scenery and thriving, especially after the reform and opening up.

Now, affected by the macroeconomic downturn, the cancellation of three public funds, the impact of electricity providers and so on, there has been a gradual decline.

I have to admit that there are many scissors difference in revenue and expenditure of many physical department stores.

Property costs such as water and electricity, depreciation of buildings, management fees of personnel salaries, enterprise training, and financial expenses such as interest increase are increasing year by year.

Only sales and profits are declining.

In recent years, it seems that the most heard voice in shopping malls is innovative marketing.

"This is a turning point or obstruction phenomenon in the development of the general merchandise industry. Any enterprise development can not be smooth sailing. The current difficulties are temporary."

Despite the difficulties, many people in the industry are confident of the future of the department store. They think, "last year and the year before, the department store industry was really full of anxiety and entanglement.

However, after nearly two years of development and adjustment, the mindset gradually tends to be peaceful.

At the same time, practitioners must find another way to make innovation a norm rather than just focus on marketing innovation.

This normal innovation comes from all levels, including enterprise management, brand introduction, marketing concept and other aspects of innovation, including service innovation.

The innovation of value-added services is the best breakthrough for the general merchandise industry to break out of tight encirclement.

This year, many physical department stores began offering "delivery" services.

When consumers buy a certain amount of money, the mall can help deliver goods or send them free.

Even department stores in Shanghai are planning to provide "door-to-door fitting" service.

Customers can apply for clothes in a special store in APP, then the salesperson will deliver the clothes to the door.

If the customer tries to wear it, if he is satisfied, he can place the order immediately. If he doesn't like it, he will return it on the spot.

In fact, many department stores have provided intimate service around us.

For example, the right garden department stores provide exclusive shopping guide for VIP members. If members really do not have time to go shopping, customer service personnel will deliver door-to-door according to customer requirements.

Denis stores will keep a certain amount of coupons for VIP members free of charge during the anniversary celebration.

Zhengzhou Baisheng, BHG fashion department stores and so on this year launched a convenient online shopping service.

It's not a commodity, it's a way of life.

Because of the impact of the electricity supplier, the industry has made the decline in the performance of traditional department stores attributed to the rapid development of the Internet.

In fact, the difficulties faced by physical retailing are not caused by the external impact of online shopping. The main reason should be the fundamental changes in the internal elements of retail enterprises.

Therefore, to innovate in traditional department stores, we must truly return to ourselves and return to costs, and work hard in strengthening management and optimizing and integrating resources.

It can be said that the layout line and fancy marketing activities are similar, and they can only add icing on the cake to the innovation of shopping malls.

If we want to realize the real pformation and upgrading of traditional department stores, we need real and timely innovation.

Physical stores can make use of big data, and combine consumer demand characteristics and consumption habits to carry out precise marketing at different times.

In the future, maybe our physical selling is no longer a commodity, but a service, an experience and a way of life.

The electricity supplier is a trend, a trend will be more and more developed.

And physical stores will not disappear, changing patterns, adjusting structures, increasing services, improving self capacity to avoid homogenization, and there will still be room for development and improvement.