Guangzhou Wangfujing: The Most Difficult Adjustment In History

The most difficult shopping malls in history

According to the introduction of the Wangfujing in Guangzhou, the adjustment and upgrading of the "wear category" goods as the main line of operation, at the same time, diversified functions and services for the auxiliary line, double line, from traditional department stores to regional community department store pformation.

Under existing conditions, we should reduce the operating area of commodities and increase the installation of functional matching and experience.

First, the introduction of functional matching, the 7 level to increase the 842 square meters of the characteristic food street, the third floor to increase brother Taipei West coffee leisure.

The two is to focus on creating life experience points, such as the introduction of the main food kitchen health care hall in supermarkets, aiming at Cantonese's characteristics of eating soup, introducing stew house and tasty roast products and other food and beverage functional shops.

Three, we should increase the proportion of children's formats, expand the operation of children's products, especially increase the children's experience function.

The newly opened parent-child amusement park on the six floor has greatly increased the customer's stickiness to the shopping malls.

The four is to introduce the first pickup bubble center experience shop in the city.

Take the dream classroom as a platform to attract children to come to the store to interact, experience and entertaining.

According to statistics, in 2014, 96 brands were eliminated and 37 new brands were introduced. Among them, 20 exclusive brands, further forming differences with counterparts in Guangzhou, and becoming a new bright spot in shopping malls.

O2O marketing mode initially formed

With the evolution of the times, the combination of Internet thinking, experiential style and O 2O online and offline has become the most talked about topic this year, and has also given impetus to the innovation and pformation of the entity retail industry.

Before April 15th, the Wangfujing of Guangzhou formulated the regulations on the maintenance and management of WeChat fans circle in Guangzhou store, and completed the work of building 4 fans in the shopping mall, including internal team fans, shopping guide fans, suppliers fans and customer fans.

Departments have made full use of WeChat fans to carry out targeted maintenance work and achieved good results.

Introduce

To co-ordinate the thinking of marketing mode, Wangfujing achieves a new breakthrough in marketing mode -- regularly planning and organizing targeted experiential marketing, enhancing interaction, entertainment and interest, so as to achieve the goal of attracting target customers and firm performance.

In addition to the regular marketing activities such as the Spring Festival and Dragon Boat Festival, the whole year has made further innovations and changes, and has launched a series of new marketing models, such as the thousand people blind date conference and the two hour noon marketing campaign, which have achieved good social effects and economic benefits.

This year,

A total of 78 new services were proposed, of which 19 were targeted at customers, 5 for members, 21 for guide buyers, 19 for suppliers, 14 for internal departments.

Moreover, the service items are more targeted, the service work is carried out more smoothly, the arrangement is clearer, and the highlights are frequent.

According to the Wangfujing in Guangzhou, Foshan shopping center is the first shopping center in the real sense of the group system. Its successful opening and operation is related to the pformation and pformation of the group. It is an experimental field for the shopping center of the group and bears great responsibilities for the group to accumulate experience in shopping.

To this end, the group set up a project working group, headed by Shang Xiping, vice president of the group, to organize and coordinate the opening of shopping centers in Foshan.

The shopping center is scheduled to open in 2016, with a tight schedule and heavy responsibilities.

As a regional core store, Guangzhou Wangfujing will assume greater responsibilities and play a more important role. The shopping malls will set up several working groups to carry out the work as a whole and make scientific progress so as to ensure the smooth implementation of the preparatory work.

In addition, in 2015, the shopping center will continue to focus on the strong shop counters, while doing a good job in monitoring monthly sales targets, increasing the gross profit of brand counters, suppliers rebate and other indicators, and continue to improve brand management and operation.

Guangzhou Wangfujing said, "strong shop counters" is the main way to get the supplier's resources and to break through the bottleneck of performance.

After more than two years of practice, the operation management system with strong shop counters as its core has begun to show results.