Beijing Hua Tang Wants To Break Arm And Innovate To Find A Way Out

Over the past year, these changes have taken place in Beijing's halls: 4 closed stores have been shut down, 10% supplier brands have been replaced, and the barriers to clothing and residence have been broken, creating a more storefront store, introducing more store brands, and investing deeper in private brands.

However, these changes have not yet enabled the Beijing hall to turn over. Last year, the sales volume of Hua Tang Yang Tang hall was 2 billion 140 million yuan, a decrease of about 300 million yuan compared with the previous year.

Since 2008, Beijing Hua Tang, which is addicted to price wars, has hardly made much profit.

When Saegusa Fuhiro reflected on the Beijing market, he thought that the shop was not featured.

Compared with the Chengdu market, the gap between the two is constantly widening.

Last year, Hua Tang added another son to the Chengdu market. There will be a new store this year.

On the contrary, in the past year, the Beijing market closed 4 shops in Wangjing, Xizhimen, Beiyuan and right gate.

Saegusa Fuhiro said that the Beijing Hua Tang missed the best change period in 2007-2008 years, which also caused many excellent suppliers to leave them.

Last year, Imai Makoto, general manager of Chengdu Ito Yang Wah Tang, was pferred to Beijing Hua Tang Yang Wah hall as general manager.

On the second day of the appointment, Imai Makoto rushed to Beijing to "fight the fire."

The four closed shop in the past year has made Beijing Hua Tang refresh its sales record of single store. The Beijing Business Daily reporter learned that Hua Tang's right store has sold more than 2 million yuan a day.

Imai Makoto said that the closing effect brought him much thought and reflection.

The sales of rice dumpling in the right store were very low, but during the sales promotion period, there was no discount for this category, but there was a very high growth. The sales of Japanese condiments increased to 400%-500%.

Imai Makoto said that this shows that the store's advantages have not been passed on to consumers, and consumers' demand stores have not grasped them in time.

Last Thursday, in order to give enough confidence to more than 570 suppliers who were present at the supplier's conference, Saegusa Fuhiro said that the parent company of Ito, Yang Hua Tang Group, ranked second in the comprehensive ranking of the Japanese listed companies last year.

In the 10 evaluation items such as the stability law, Ito's hall was affirmed.

For Beijing Hua Tang, after making adjustments, it can also achieve high profits and high returns.

The success of Ito's hall has brought many inspirations to the Beijing hall.

Ito Yang Hua Tang is good at establishing a store business, paying more attention to the individuality and experience of the shop.

This year's operation strategy of Beijing Hua Tang will also change in this direction.

Through in-depth understanding of the Beijing market for 10 months, Imai Makoto said,

Hua Tang will completely abandon the previous price war strategy and turn to the pursuit of quality stores.

At the same time, Beijing Hua Tang will rearrange the positioning of different stores, and will strengthen the "commodity strength" and "store power".

In terms of commodity strength, the company will work with suppliers to develop products based on customer life scenarios and adjust store proposals.

In order to achieve differentiation,

It will also expand the development and operation of original products.

Although the risk of self owned goods is not small, Hua Tang has attempted to carry out "Berkly Road" travel oriented clothing development and intensive sales of Japanese style goods.

In terms of store strength, Beijing Hua Tang will create new shops for different stores based on the scale of chain stores.

During the Spring Festival, Imai Makoto returned to his country to meet. He witnessed the batch buying behavior of Chinese consumers on Japanese thermal insulation cups and cosmetics.

Imai Makoto believes that Chinese consumers are also very interested in quality and value goods.

The Beijing City Hall ten mile fort and Asian Sports Village store tried to introduce some Japanese bicycle brands, each of which sells for about 2000 yuan. At first, these brands were sold for about 1 cars a week due to their low awareness, but they can sell about 27 cars a week.

The stores in Beijing will focus on providing daily quality and affordable products, and streamline the group cargo through the precise grasp of the customers.