Zheng Wanhe: The Need For Macro Level Activation

Whether the department store industry is the sunset industry has been debated in the retail industry.

Yesterday, Zheng Wanhe, honorary chairman of Wangfujing department store, told the Beijing Commercial Daily reporter that the plight of the department store was not caused by the format. First, the retail market and the macro economy were synchronized. The economic growth rate dropped from about 10% to 7%, and the retail market would decline accordingly.

There are changes and innovations in department stores themselves, but now consumer demand is diversified.

"Every format has vitality, and there is no industry that is out of date or sunset industry. Only the existence of this format is innovation.

Analysis from the North Business Research Institute shows that market changes and consumption trends are changing the mode of retail industry innovation.

When the brand is scarce, the sales department is the 1 version of retail industry.

Along with the increase of consumption demand and the change of consumption pattern, the 2 version of the shopping center with abundant formats is coming into full play.

The evolution of the 3 edition of the neighborhood shopping center focuses on communication with consumers. The unique business highlights will become the main motivation for consumers to choose business projects.

Based on this, the 4 edition of the shopping center revolves around the needs of consumer life service, so that online and offline can form a closed loop, mining and strengthening the fans economy.

In the eyes of different business people, the 1 edition of the department store industry still has the meaning of existence, but whether the lifeline is durable is different.

Wu Zheng, general manager of Tianjin Joy City, believes that all forms of "buying" will become vulnerable.

The combination of experience and platform "two points and one line" can make commercial projects gain popularity and gain financial resources.

Shimao square and Sanlitun three, which are freed from department stores, are moving towards the 24 hour shopping mall.

Wang Wenfang, general manager of Shimao square and three, said that after the pformation from department stores to shopping centers, the shopping malls not only had obvious improvement in financial data, but also had distinct selling points and business directions.

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While still occupying the mainstream position, the first business group tried boldly to try out the shopping center format.

Jin Yuan's new Lufthansa MALL became the first real sense in China.

Wang Lihua, the general manager of Jin Yuan's new Yansha MALL, said the shopping center has always focused its business on multi channel interaction with brand dealers and consumers.

Just pay attention to

With the assurance of consumers, the leaders of commercial projects have the right to speak.

More than a year after the first entry into the market, Oteri J is a dark horse in the ole world.

Yuan Zelu, general manager of Beijing's first outlets, had a great deal of experience. He said that during their operation, they changed the traditional operation mode and combined the marketing strategy of the shopping center with the operation mode of the outlets.

Last year, the number of outlets sold by orris reached tens of millions of yuan, reaching 15%, and 25% above 5 million yuan.

Xidan and Wangfujing have two senior commercial projects in Beijing department store and Xidan shopping mall respectively.

Yin Aqi, general manager of Xidan shopping malls and Tian Huailiang, general manager of Beijing general merchandise department, are consistent in their attitudes towards the department store. But they also say that if the traditional department stores remain unchanged, they will wait for the death of the two projects.

Xidan shopping center has moved to market segments, mainly attacking strong products.

The department store in Beijing is reexamining the project to make the project more distinctive and selling points.