The Cross Boundary Of Department Stores Is Not Bold Enough.

Many department stores have a large area, and they have the conditions to produce more areas for business.

Most department stores have a large proportion of clothing, while about 1/3 are "invalid brands", which basically rely on "paying the bill".

There are too many cosmetic brands, lack of output and serious homogenization.

We should sacrifice this part of the "vested interests" to do the format. "Paying the bill" is similar to the "passage fee", not a reasonable sales structure.

In fact, it does not necessarily lead to a decline in returns. It is said that in the three cities of Wanda Plaza, the monthly rental of catering can reach 450 yuan / Ping.

This shows that good performance can also achieve the "double liter" of passenger flow and return.

Experience formats should also be diversified as far as possible. Besides food and drink, children's amusement, early education, animation, video games and so on are worth exploring.

What level should the proportion of department stores be built? It seems to be uncertain now. According to the old laugh, 3 or half of it is desirable. The key lies in the operation and management ability of the store.

With the development of information technology, future department stores may not need too large area to display some standardized products. Touchscreen technology or mobile terminals can expand the physical boundaries of stores, and experience the proportion of business operation in the future or on the half wall.

Of course, no matter what format it should be, it should be incorporated into the cash register system and information system of the store, which is conducive to grasping and analyzing data, and also conducive to the adjustment of rents or deduction points.

Department store shopping centers are becoming more and more obvious, but in operation management, more and more shopping centers are studying department stores.

Secondly, functional experience is an important part of department store optimization experience.

Here bread contains three aspects: special products, experience environment and good service.

The characteristic commodity is that the department store should strive to get rid of the homogenization and take the road of differentiation.

During the Spring Festival this year, the imported fruits such as cherry, mangosteen and kiwi fruit were sold in many places. Many supermarkets in the department stores were involved, which caught customers' pain and made some breakthroughs.

Characteristic management is easy and difficult. It requires enterprises to have a certain ability of self mining.

Self employment is one of the core competencies of the retail industry. It is also a key to opening up differentiated management. We should speed up exploration and steady development.

Itou Kayodo Chengdu double Nan shop, it is said that there are many special products, private brands, life is full of breath, and people close to the ground, it will benefit from its strong self-supporting ability.

Of course, the promotion of self capacity is by no means a single day. Under the existing brand regional agency system, it seems that it can not be fully promoted. Many foreign owned department stores with mature self-management mode are losing their jobs. Jingdong's third party pactions exceed their proprietary business, or they can not be fully promoted at the present stage.

However, under the leadership of the joint venture, it is necessary to produce a certain area for self employment and engage in special operations.

Experience environment, one is to scientifically plan the store space, moving line and layout, to make the humanities environment special, to make the promotion atmosphere implicitly and introverted; the two is to take a certain business area to give way to the customer activity space, arrange the customer rest area, the mother and baby room, and add the dressing table in the bathroom.

Japanese department store's "small park" and so on, worthy of imitation; the three is to inject more fashion factors, theme colors, cultural characteristics and ecological, technological, animation and other elements for the store, focus on audio-visual smell and touch the "five senses", create a comprehensive environment for pleasure, with a reasonable layout, fashion style, elegant environment, creative scenery, beautiful design, changeable decoration, chasing the trend, to adapt to the new consumer demand.

We must adhere to the "micro innovation" in service and close to the target.

Demand, widely absorb seabed fishing services, learn from the electricity supplier useful practices, using 3D virtual fitting, video technology, game experience and other technologies and equipment, enhance the color of interactive experience stores, and constantly improve the humanized service.

The promotion of services is not based on the concept of innovation, the key is to seize the pain of customers' needs, make parking easier, return goods easier, get timely help when needed, questions can be satisfactorily answered, more pposition thinking, a cordial smile, a sincere greeting, inadvertently warming customers, far more than looking up to God.

Finally, use marketing to achieve the ultimate goal.

Zhang Jindong proposed that we should pform marketing activities into events and spread the power of popularization with the help of the Internet.

This statement coincides with the full experience marketing experience of the old laugh.

On the basis of doing well in formats, commodities, environment and services, marketing can really create a striking effect.

The planning and design of marketing activities should be creative, keep up with the current and hot spots of the Internet, be novel and unique, interesting and playful, pay attention to participation, sharing and entertainment, persist in the topic ahead, and open the way for activities, so as to allow customers to benefit, experience customers and win customers. Major marketing activities should also be specially designed.

Prudently restrict purchase, maintain good order of activities and avoid customers tucking away.

Last year, I joined the "China Shopping Festival" of the United Nations business network. The department store, which was laughing at it, launched a full range discount of "100 kinds of famous brands falling down on the price", "thousands of explosions and spike nets" and "discount no bottom line, no profit limit". The overall strength is comparable to the net price.

And the theme dress Festival is dominated by fashion uprising and Clothing promotion.

Its 7 department stores, 30 supermarkets, catering, entertainment, children and all other formats participated in the whole process. During this period, kiss competitions, fashion show, Thailand show and other activities were carefully designed, and creative scenes such as "Golden Road", "Duo A dream Exhibition" and "Nutcracker" were set up. Special free services such as free tea breaks, free charging, free parking and other special services were set up. The activities were successful. Many stores sold tens of millions of days for a long time. During the period, various forwarding and sharing were numerous. Various reports reached many interesting topics of mainstream media, portals and mobile APP headlines.

Old laugh, experience marketing should start from the dimensions of quality, price, activity, atmosphere, service, publicity and so on, and enjoy the "combination boxing" by playing beer and skittles, and deduce the social shows, entertainment shows and cultural shows that are integrated into one line, one line and the next.

However, we should make sure that we can make sure that we can avoid false propaganda and false speculation.