How Should The Surviving Entity Retailers Seize The New Opportunities?

First, re-examine the positioning and optimize the layout of experience.

Walking through the most difficult 2014, the surviving entity.

Luckily, but this is not the time to celebrate.

In the coming period, China's economy will not return to the two digit growth. The breadth and depth of the impact of the electricity supplier will only be higher and higher. There will be no sign of the implementation of the massive tax cuts and losses. In the past, the storm of "pigs can fly" may never come again. The difficulties of the physical retail industry will not fundamentally improve, survive in the cracks, innovate in adversity, and seek the "hot growth" in the "cold environment" is the fate of the entity retail enterprises.

However, there will be new opportunities in difficult circumstances. As long as enterprises focus on commodities and formats, continue to optimize the environment, improve services, create a strong supply chain, speed up the adjustment and pformation, highlight differences and experience characteristics, and boldly compete with peers and e-commerce providers, they will certainly be able to kill a blood route to achieve effective and steady growth.

To win the beautiful report card in 2015, we should start working hard and go all out from now on.

Rationally analyzing the market and grasping the new opportunities under the new normal situation

"Winter" also has the scenery of "winter". There are new opportunities and new opportunities in difficulties.

Careful analysis

There are also some positive factors in the convergence:

First, local governments are still actively seeking GDP growth, and the urbanization process has entered a new stage.

Whether the GDP growth rate is 8% or 7%, it is growing.

From a global perspective, 7% is not a low growth rate.

Compared with the European and Japanese retail counterparts, China's physical retail industry is still lucky. Economic growth will always bring about the growth of consumer demand, which is the opportunity.

In the vast 3456 line market, the "city building" movement is in the ascendant, and commercial facilities are relatively scarce. The weakness of the market also has a lagging effect, which also provides opportunities for excellent entity retailers to sink and expand their scale.

Two, after a wave of competition, physical retail ushered in a new wave of mergers and acquisitions, and the concentration of the whole industry rapidly increased.

For powerful retail enterprises, this is a good opportunity to do large-scale and strong strength.

In 2015, more "regional power" will "be king" in a wider scope, while the national chain retail giants may also be born.

The three is the negative influence or gradual disappearance of policy factors and the return of market to rational development.

After 1 years of sweeping corruption in the country, the water of "corruption bubble" and "official consumption" in retail industry has been squeezed out, and the future anti-corruption or institutionalization and normalization will be institutionalized.

At the end of last year, the all China Federation of trade unions made a clear statement that the abolition of welfare has skew the "anti-corruption Sutra" and urged all localities to safeguard their employees' benefits.

Affected by this, almost "cut off" the holiday material group purchase, labor insurance supplies consumption will return to normal, "break the waist" prepaid card consumption is also expected to be on the right track, and high-end consumption will also resume rational growth.

Four, the "golden factor" that restricts growth is no longer.

The "gold rush" that swept the country in 2013 was the main reason for sales growth of many shopping centers and department stores, and it also became the biggest factor of growth slowdown or sales decline in 2014.

But gold consumption in 2014 has returned to normal and is expected to develop rationally in 2015.

In fact, the high sales of gold can also be counted as a "bubble", which is almost unprofitable under the action of value added tax and gold consumption tax.

Five is the development of electricity providers will gradually standardize, impact or will be weakened.

Last year, the electricity supplier concentrated on the "listing year". The tycoons also attracted the attention of the management department and attracted the attention of the media.

As more and more commodities, price fraud and service shrinks are exposed, the just balance is tilting towards the direction of physical retailing.

The ability of electric providers to get unfair competitive advantage through shoddy, fake and true price and excessive marketing is weakening.

Physical retail enterprises are also gradually exploring an effective way to play, which is expected to be further improved and optimized this year.

Six, the interval between New Year's day and Spring Festival is very long this year. The traditional Spring Festival season will also be lengthened, while the off-season in the first half will be shortened.

For the physical retail enterprises, it is also a good opportunity to expand sales and achieve growth.

Adhering to customer orientation and creating new experience under the new normal

Last year, during the Christmas season, the success of a business community attracted the attention and gathered the passenger flow, but did not bring obvious sales growth. It was questioned as "losing money and making money", but also caused the discussion of "excessive marketing" and "promotion fatigue".

In the old laugh, competition is a form of Commerce. "War" is the normal form of retail business. In the buyer's market with oversupply, in the "thousand shops side" pattern, the competitiveness is "hit", and only through the experience of competition and the baptism of "war" can we form a strong competitive vitality.

But "war" has the law of "war", and we need to prepare for all-round preparations ahead of time. Just now, the so-called "work hard to do good, we must first benefit its device". Without preparation, rushing to "start a war" must be defeated.

Ito, chairman of Chengdu Yang Hua Tang, said that the retail industry is an industry that makes customers happy. Customers want goods, enthusiastic salesmen, clean stores. Although these are not great events that can change life, it is precisely because of these things that bring people smiles and happiness that our everyday life becomes so colorful that the answer lies in the customers in the face of tomorrow. Ito,

This is straightforward and easy to understand. It is much more profound and profound than the "profound theory" that has been developed by a bunch of big business people.

In fact, physical retail is the "popular industry" and "hedonic economy". Its success or failure is determined by the vote of consumers.

Old laughs think that before "war", we must calm down and sink down and do a solid job in layout adjustment, facilities optimization and service upgrading. This process should be tolerant of loneliness, but the importance of this practice is much more important than "fighting".

The use of the whole army to prepare for war in the off-season after the Spring Festival to create new experiences to adapt to the new normal can be started from the following points:

First, re-examine the positioning and optimize the layout of experience.

This process can not be taken for granted.

The general principle is to enrich the format and expand the category, highlight the experience color, and strengthen the characteristics and advantages.

A lot of department store clothing business accounted for more than 8 of the total, but the general 1/3 brand contributed more than 70% of the sales, the remaining 2/3 brand basically belongs to "invalid brand", should be eliminated and compressed, the introduction of new brand adapted to the location of the store, such as light luxury, fast fashion trend brand, brand collection shop, etc., take a certain area to do the catering, water bar, entertainment, leisure, culture and other experience formats catering to the location of the store.

Scientific calculation and reasonable determination of the proportion of each business operation area.

The differences and characteristics of stores can be achieved by expanding their own camp, but at the stage, the more realistic approach is to introduce differentiated brands, make strong advantages and strong formats.

The optimization of supply chain can also be achieved by strengthening control over categories, formats and goods.

{page_break}

Second, improve service facilities and create experience space.

From the perspective of safety, convenience, comfort, fashion, etc., we will take a comprehensive look at the shopping environment and service facilities, and make an omni-directional "pickup and fill up" for the advertisements such as wall and pillar lamp boxes. We should look at the stores from visual, auditory, olfactory, taste and tactile dimensions, add leisure seats, green plants, and scientific and technological facilities, and highlight the elements and colors of nature, technology, culture, animation, film and television, fashion, etc.

Upgrading and upgrading of the environment should include all parking lots and toilets.

Third, highlight mobile technology and build smart stores.

The department stores that run new lifestyles should not be able to break away from the Internet age and the "lowdown families". They should open up high-speed WIFI, introduce intelligent navigation, intelligent inquiry, 3D fitting, WeChat printing, mobile payment, and actively set foot in the electricity supplier, achieve double line integration, interactive drainage, upgrade, open up information systems, make good use of new media such as WeChat, develop "fans economy", do a good job in member services, layout intelligent collection and analysis system, carry out the operation of big data in real terms, provide reliable data support for the operation, adjustment, service and marketing of stores, and realize the pformation from extensive development to fine management.

Fourth, strengthen staff learning and training, standardize service management.

Staff training and learning should cover all aspects of department stores, including brand culture, commodity knowledge, fashion information, fashion trend, business etiquette, after sales process, network knowledge, mobile application, self media marketing and so on.

You can hire professional trainers to teach in the shops, or you can organize employees to study and study in a second tier city.

The management should lay stress on innovative ideas, strengthen Internet awareness, full channel awareness and big data awareness, so that management will have a clearer understanding and grasp of the new economic normality, new market changes and new consumption changes.

This is important.

Without happy employees, there will be no satisfied customers, no fashionable employees, no fashion department stores, no Internet based employees, there will be no Internet based enterprises.

Deepening multi dimensional experience and developing new marketing under the new normal

Multi dimensional experience marketing should start with commodity, format, price, service, activity, atmosphere and so on, highlighting novelty, participation and interaction, making marketing activities as thematic social shows and party entertainment shows, which will surely get three bumper harvest of passenger flow, sales and customer satisfaction.

In commodities, we must produce seasonal products and latest styles for marketing. We must not be like some of them.

In the same way, filling the old with new or even inferior is like destroying the signboard and digging the grave.

To refer to past data, prepare enough inventory to prevent shortages.

Marketing activities include commodities, catering, entertainment and other formats.

In recent years, people's consumption is more temporary, and the temptation to eat, drink and play is much higher than that of single shopping.

To this end, department stores should change the rental mode of catering, entertainment and other experience formats, implement the deep pool mode and incorporate it into the cash register system, which is easy to collect data and share marketing results.

This is also the reform and optimization of the supply chain.

In terms of price, we should keep up with the electricity suppliers and dare to fight price war with the electricity suppliers.

The platform electricity supplier promotes greatly, the benefit lets the seller take the sole responsibility by itself, but the department store can be allocated by the store and the manufacturer, should have the bottom spirit.

Without price advantage and not enough profit, marketing activities will not achieve the desired results.

It is also profitable to enhance the bargaining power with upstream manufacturers, strive for more resources, make profits and ensure greater promotion.

Through intensive marketing activities, we can break the "low price myth" of e-commerce.

In service, prepare ahead of schedule, including organizing traffic.