Tian Huailiang, General Manager Of Beijing Department Store, Talks About Self Run.

Positioning is crucial.

Since taking office,

From the east to west and south to north of Wangfujing street, I do not know how many times I have traveled.

Walking on this street, he has a clue to the operation of the department store in Beijing, but there is some hesitation in the face of the new consumption environment.

Tian Huailiang knows that the Beijing department store must have a more precise location. But what kind of consumer does this large shopping mall really serve?

After many rounds of adjustment, the nearby Beijing APM has two clear labels: fast fashion and dining.

Tian Huailiang believes that positioning is very important for a business project. After a clear positioning, it will have a clear direction of operation.

The composition of passenger flow on Wangfujing street is very complicated. Tourists are an important part. But for most business people, they want to serve a stable and quality customer group.

When working in Shuang an shopping mall, Tian Huailiang said that the location of this store is boutique department store, and its target audience is 30-45 year old Kochi and a high-end rational consumer group.

After a clear orientation of the location and target customers, the two shopping centers have been very solid in every step, and both Ping and business performance are ideal.

In Tian Huailiang's view, no matter the traditional department store or the enterprise retail format, it can no longer hope for the growth of irrational consumption.

In this whole industry market dormant period, operators should trace to the source and think about who should be the core of business and service.

Past tradition

Neglecting consumer behavior research, the analysis of financial data in successive years is not thorough enough.

However, most enterprises have changed their management concepts.

Tian Huailiang said that the Beijing department store will conduct in-depth research and analysis of the Wangfujing business district, and conduct in-depth thinking and planning on the format and brand according to the operating data of various stores.

"Fit is the best."

In order to optimize and integrate the resources, the Wangfujing department store established the Beijing regional center, which is directly responsible for the 5 stores in the Beijing market.

In the past, the Department Store Department was reorganized into a department store shopping center department to adapt to the market trend.

Tian Huailiang said that this flat management is more conducive to rapid market reaction of stores, while the concentration of regional centers will be higher, and will achieve "one shop, one strategy" according to differentiated resource allocation.

Tian Huailiang said that he always believed in business that "fit is the best".

It is from this point that he is very cautious about the location of Beijing department store.

There will be many changes in the retail market. In the next few years, the direction and location of the department store in Beijing is very important.

In addition to making timely adjustments to the market, Tian Huailiang also attached great importance to the details of the operation.

After the heavy relay baton in the Beijing department store was handed to him, Tian Huailiang said that in the face of this large volume and high volume of business, he would observe and think about many details of the store, such as lighting and services.

Tian Huailiang is a typical doer. Whenever he talks about topics such as operation, he speaks with great interest.

After gradually returning to rationality in consumption and market, Tian Huailiang is very concerned about the data of stationed shops.

These business data are not only sales, but also sales of brand products.

In Tian's eyes, these figures are valuable, reflecting the needs and habits of consumers.

Located in the "Golden Street" Wangfujing, a 60 year old Beijing department store is no longer a simple department store. Tian Hai Liang said that the Beijing department store should have a more distinctive feature, seize the core consumer groups and develop potential customers effectively.

In the new normal of the retail market, the most obvious reflection of most commercial enterprises is the decline in performance.

The "purified" financial statements reveal the embarrassment of general merchandise joint venture mode.

Although the rise of shopping centers and electric providers is a major blow to traditional department stores, Tian always believes in the existence of department stores.

He clearly pointed out that the current zero supply relationship tied up the development of department stores.

Many research reports show that the joint mode can not create more profit margins for department stores, and self employment is the fundamental way out.

Although the department stores face a series of problems such as capital, talent, commodity system, consumption habits and so on, but in order to increase the price right of speech, department stores need to change the role of "landlord", try to buyout marketing of some hot brands and styles, and participate in the deep management of commodities.

In the future Beijing department store, Tian Hua Liang revealed that it would set up a self operated area in the store, and train buyer teams to gradually take their own business.

Tian Huailiang said there had been some attempts in self management when managing the double shop.

After a thorough study of the consumer behavior of the target group, the buyers bought the merchandise back and sold well.

Tian stressed that the gross profit margin of commodities under the self operated mode is very high, which is a part of the department store that must be upgraded in the future.