The Strategy Of Shopping Center Of Guang Bai Mou Department Store

On the eve of double 11 this year, Guang Bai joined Alibaba group to launch an electronic membership card -- "Guang Bao Bao" and mobile payment application, and carry out strategic exploration of O2O mode.

In November 28th, the new Guangzhou store opened after 4 months of redevelopment.

Prior to this, the cooperation agreement between Guang Bai and Guangdong Fugang investment group indicates that the new Daxin brand of Guang Bai will soon enter Kaiping's commercial market.

According to Huang Yongzhi, its managing director, the strategy of general merchandise shopping center will be implemented in the future, and the shopping center complex and regional life hall will be launched.

Recent expansion of counter market expansion

As a traditional retail channel, the performance of many department stores has been affected, and prudent development strategy has been chosen.

However, in September 28th of this year, after the expiration of the lease of the new store, Guang Bai decided to renew its lead with the 100 letter Plaza, while making in-depth adjustments with the expansion of the whole shopping center.

According to Huang Yongzhi, in recent years Baiyun District population growth is huge, living standard is improved, Guang Bai new store can no longer run by the original brand in the store, so it only put forward upgrading and pformation, introducing fashion products, and taking the "light luxury" route.

He explained that unlike the international line brands, the "light luxury" refers to the secondary brand of the domestic first-line brand.

Xinshi store has renewed the first floor to four storey property of the 100 letter Plaza.

Almost the same period as the renewal period, in September 12th, Guang Bai shares signed a cooperation agreement with Guangdong Fugang investment group, and entered the new blue ocean of Kaiping business market with the new Daxin department store brand.

It is reported that this is the first expansion and expansion of the new network after the integration of Guang Bai and new Daxin. At this point, the number of new Daxin network has increased to 6.

Affected by the market environment, the growth rate of department stores in recent years has been a bit growth or even negative growth, and many department stores have slowed down.

In this regard, the broad side said that the chain of new Daxin brand development, mainly see the current business circle blank point, huge potential consumption.

This expansion also reflects the bold and enterprising attitude of Guang Bai in the chain development.

The new store is located in one to three floors of some shopping malls in Donghui City, Kaiping. It has an area of about 16 thousand square meters, and manages retail departments such as department stores and supermarkets. It focuses on clothing products, household products, high-grade supermarket food and local consumption habits. The goal is to create the most beautiful and fashionable life theme department store in Kaiping.

Implementing O2O strategy

In early November, Guang Bai announced that Alibaba group would formally launch its electronic membership card - "Guang Bao Bao" and mobile payment applications, and carry out strategic exploration of O2O mode.

Cooperation makes full use of the strong resources of both sides, innovatively opens up traffic, enables members to get through and pay to get through, and ultimately achieves a large convergence of sales, membership and data.

The Internet giant Alibaba group has abundant online traffic and mature network management mode, while Guang Bai department store has many years of brand reputation and huge consumer groups. Cooperation between the two sides will produce greater synergy and achieve resource sharing.

Guang Bai believes that future

We need to build online and offline fusion system, open up membership, payment and commodity system, and use big data to drive customer relationship management to achieve sales.

Strategic cooperation can effectively complement the commercial system. Through joint planning and joint efforts to create more than four large-scale joint activities, we will explore new Guangdong retail vane.

The implementation of the O2O strategy focuses on payment and membership.

By introducing Alipay application to increase the popular payment method to cater for the younger generation's demand for fresh taste, the whole payment process is smoother and convenient.

Through membership data, the members can be quickly and efficiently expanded. Through the issuance of coupons, the online traffic will be drained to increase the volume of offline stores.

Speaking of the future development plan, Huang Yongzhi revealed that Guang Bai will develop in two ways: one is to create shopping centers, the other is defined as "complex", the other is to promote regional living centers, and to add other elements to the supermarket as the core. Two

Liwan store will first test the water district living hall.

Huang Yongzhi said that the shopping center of department stores is the integration of department stores and shopping centers.

The area of "community life shop" is around 1000.

He said that the community life shop is the focus of all businesses in the future. It involves the current "last mile" problem. For example, consumers want to buy a store. They can place orders in the community store, help them with distribution, and do not need to go to a far away head office.