Denis Department Store Cai Yingde: Retail Business Is Respecting Business Rules.

As an excellent department store in Henan, Denis department store is in a new five year plan. Although it has been influenced by the electricity supplier and shopping center, but as a senior department store person, Cai Yingde, general manager of Denis department store, believes that no commercial item is a cannon and red. It is slowly accumulating. As an old industry, no matter how it develops, we must respect the commercial law.

In 2009, when the GUCCI counters opened at the Denis people's store, Cai Yingde bought a GUCCI male bag at a price of 5440 yuan. This year he went to see that one, and the price has been marked to more than 5700 yuan, and sales are not bad. He told the story to many people. It is clear that no matter how the business changes, department stores, as one of the old industries, must respect the law, understand the brand value and return to the brand value.

　 No matter how it changes, always respect the business rule.

"I don't approve of doing a lot of unimaginable activities, such as exaggerated, inexplicable activities that capture eyeballs. I don't think those activities are really considered for the customers. Cai Yingde said.

In recent two years, as a traditional retailing industry, as an old form of business, department stores have been impacted from various aspects and their performance has declined. However, Cai Yingde believes that this is not to say that reckless marketing and activities can be recognized by the branding. Retail industry, regardless of how to innovate and change, must respect the laws of Commerce.

In the past two years, the department store has been hit by shopping centers, and he attributed it to a "return to family" lifestyle shock. Unlike the past decade or so, people no longer regard money and work as the whole. In Taiwan, he said, it is unrealistic to ask young people to work overtime on Saturday and Sunday. This is also an important reason for the rapid rise of shopping centers. The return of people's family concept has led to a new direction of consumption and led to the leisure economy. "Business must realize this and bring about changes." He said.

Business is very competitive now, but how to grasp the frequency of activities and how to make things that are truly beneficial to consumers and word-of-mouth, he feels that they should not do strange things for innovation, but not get the approval of manufacturers.

In 2008, Nike held a "Kobe disciple training camp" activity. Thousands of fans can not only meet their "God" in their hearts, but also have the opportunity to be selected as the true story of Kobe's disciples. The selected players will have a good sense of identity and a sense of honor for Nike brand, which is far beyond the meaning of buying Nike shoes.

　　 Retail outlets must follow. Brand value Maximization

In Cai Yingde's view, the brand's physical retail store attaches great importance to the location of the store. It must be opened in the crowd gathering area, the size is flagship store, this flagship store is not for consumers to buy goods for the purpose, but to provide consumers with a lifestyle and culture. Why? It is to disseminate the value of goods.

No matter what extent the electricity supplier or shopping center develops, it is not important for the commercial format to exist in any form. The important thing is that the enterprise needs to display the brand image, and finally let the consumer feel that the brand is made for them and has a sense of identity for the brand.

Cai Yingde said that the development of Commerce will be a process of replacing the old mode with a new mode. No matter what kind of business format, business should combine all resources to consumers. Whether traditional department stores, or electricity providers, or shopping centers, there should be no difference in formats between the consumers and the consumers. The future sales mode will blur the boundaries between physical stores and online. Experience oriented The way to get what they want is a core trend.

Cai Yingde recently saw the Chinese partner. He said a lot of feelings. As a traditional department store man, he had a lot of feelings about the entrepreneurial process. He also experienced Denis's scale from a store to the present.

The biggest problem facing Denis now is how to form a consensus and establish a mechanism process when an enterprise develops from a shop to a certain scale and becomes an elephant. Only by laying the foundation well can we cope with greater development.

　 tradition Department store Need to update skills

In 2015, Denis's department store will open to 25 stores, and Denis's overall performance will exceed 20 billion yuan. Denis plans to realize the commercial area of 5 million square meters in the end of 2016. This includes stores, mall, hypermarkets, convenience stores and other formats. More than 100 thousand employees make Henan's share bigger.

"At this age, I have to learn a lot of skills." He said that traditional department stores knew very well about the sale of physical stores. They knew where each device should be located and how the lighting effect would affect sales. But many people are still "technology".

This is not conducive to the development of a modern large chain enterprise. Denis spent a lot of money on the introduction of office software. In the past, he might need half an hour to approve a document, but now it has changed to a faster speed. It may take only ten minutes or even less. Traditional department stores must update their skills and learn more about the impact of new technologies on Retailing in today's environment.

Although there will be no strong rebound in the domestic retail market in the next two or three years, or as many people may think, some people think that the overall survival environment of the department stores is declining. He has always believed that, as a retail industry, the past 150 years have been affected by different stages and different situations, but the difference of the problems, rather than the new situation.

"At any time, the driving force for sustainable growth is on the one hand from developing new formats and new markets to enhance market share. On the other hand, it comes from endogenous growth, that is, through passenger price increase, passenger flow growth and meticulous management to increase sales growth of stores." Cai Yingde said.