Wang Lihua: Shopping Centres Need To Be Concerned About Consumers

Good customer service has always been the foundation of a business project.

In the view of Jin Yuan, general manager of new Yansha, Wang Lihua, the business concept of shopping center should be changed from "managing commodities" to "managing customers".

Wang Lihua said Jin Yuan new Yansha MALL is creating a "memory point" for consumers through the new format combination, providing the only experience, so that every consumer can find memories and fun in the mall.

Wang Lihua said that the functions of shopping centers are becoming more and more diversified, and it has evolved into a social consumption platform.

The shopping mall aims to meet diversified consumption needs in an all-round way. It uses modern technology to obtain information on consumer demand, and then deeply excavate big data, and finally returns to consumers.

Since 2013,

The change is centered around creating a new way of life.

From the past, the mall has introduced a single brand store to introduce some collection shops, flagship stores, especially lifestyle shops.

Shopping malls attract consumers not only by brands, but also by guide salesmen through the introduction of travel, extreme sports and hiking to consumers, and to convey a healthy lifestyle for consumers.

"When we opened in 2004, all of our publicity terms were" eating, drinking, playing, shopping, one stop shopping center ". After ten years of market environment changes, consumer demand has changed a lot.

Wang Lihua introduced, "Jin Yuan's new Lufthansa MALL has developed into a large-scale urban complex integrating leisure, entertainment, catering, shopping, experience and culture.

To create "a new generation of family life MALL" has become the main goal of Jin Yuan's new Lufthansa in the coming period.

In Wang Lihua's view, "linkage", "experience" and "value added" are the main factors to achieve the goal.

"Linkage" is to integrate resources and establish a new member system belonging to Jin Yuan's new Yansha MALL, retaining and developing shopping malls.

According to Wang Lihua, the innovation of Jin Yuan's new Yansha in 2014 is: "innovate the all channel customer experience operation management system."

Increasing the "experience" atmosphere in shopping centres is a major trend, and is also the core advantage that all brands need to build.

"Consumers are willing to pay for experience, because it is beautiful, rare, non me, can not be copied, can not be pferred, fleeting, its every moment is" unique ".

So, can the shopping center create such a "unique experience"? This is a new breakthrough for Jin Yuan's new Yansha, so that consumers can find different "memory points" in every shop in the mall.

In Wang Lihua's view, this "memory point" will become a word of mouth effect and further enhance the core competitiveness of our shopping center.

Shopping centres also need to make more articles on service value-added.

Wang Lihua said that the pformation of knowledge, story telling and quality life to consumers, and the pformation from "selling goods" to "creating a happy life" are advocated by the "new generation family life MALL".

Cultivating talents echelon

Jin Yuan's new Lufthansa has been developing for ten years, and its corporate culture has followed ten years.

In Wang Lihua's view, the strong cohesiveness of Jin Yuan's new MALL management team is closely related to the company's concern for staff growth and the employment mechanism and system that provides a good platform for employees.

Wang Lihua said that at present, the administrative department of Jin Yuan's new MALL is carrying out the construction of the three major systems of the company, and even has a clear plan for the next ten years.

Statistics show that, after ten years of steady operation and development, Jin Yuan's new Lufthansa has formed a set of human resources management system that meets its own characteristics. The training coverage has been covered by the whole staff: the proportion of management personnel is 88%, junior college degree is 96%, and the age below 35 is 54%.

In addition, Jin Yuan new Yansha has also been closely related to the brand business and grow together.

Data show that in order to promote the process of informatization and raise the level of financial services, the company has trained about ten 000 cashiers in the past two years.

In addition, shopping malls also provide free training for business managers, with hundreds of store managers becoming brand management.

In Wang Lihua's view, Jin Yuan's new Yansha is the merchant's "school".