Han Guang Department Store Depends On Meticulous Operation.

The upgrading of hardware and brand adjustment of old department stores is a very tedious task, not only to appease the brand of withdrawal, but also to take account of the performance of shopping malls.

Last year, Han Guang Department store closed the seven floor of the shopping mall for 2-3 months.

Despite the huge project, the annual results of Han Guang Department Store fell by only 1%, which is very difficult for the department store industry, which is regarded as the worst hit by the retail industry.

In Wang Xiaoyu's view, department store adjustment is an art.

In the seven tier adjustment, Puguang Jia, general manager of Han Guang Department store, studied a set of neutralization plan, shutting down the men's clothing brand in the summer downturn, shifting the children's district to other floors, and maintaining the integrity of the business category.

Through the familiarity of brand and sales category, Han Guang Department store found the balance point of adjustment.

This year, Han Guang Department store will also rebuild 4 floors, and adjust the 3 floors in 2016.

At the same time, the external facade will be reformed to optimize the moving line.

Wang Xiaoyu said that because of the huge investment in hardware pformation, her business pressure is not small.

Although it is an old department store on Xidan street, the operation team of Han Guang Department Store is very young.

Wang Xiaoyu said that young team has little experience, but can spend time and energy deeply involved in brand communication management.

Branding is also very supportive for Han Guang Department store, which has only one store.

Wang Xiaoyu said that many brands such as BELLE, Nike, Adidas and other brands gave special support to the first shop of the sales champion of Han Guang Department store during the 16 year celebration of Han Guang Department store.

Cosmetics and footwear are strong business segments of Han Guang Department store, of which more than 30 cosmetic brands are the first in the country.

According to statistics, the average unit price of Han Guang Department Store is 1700-1800 yuan.

Wang Xiaoyu said that in the next two years, Han Guang Department store will continue to optimize the catering and leisure areas of the store, bringing better shopping experience to consumers, and will also try to operate proprietary products.

Wang Xiaoyu believed that the commodities in department stores were the core. Last year, Han Guang Department Store tried to start from the standard category to carry out self purchase and train the team's commodity management ability.

While managing the brand, last year, Han Guang Department Store tried many Internet times, especially the new media marketing.

Wang Xiaoyu introduced that last year, the Han Guang Department Store launched the flash purchase activity on the WeChat public number on the airport line and the store to pick up the goods, attracting many consumers to the shops, and quite a few of them produced joint consumption.

Through the grafting of new technologies, Han Guang Department stores also made great breakthroughs in docking with suppliers and managing single products.

Wang Xiaoyu said that at present, Han Guang Department store has been trying out single product management in several counters, and shopping guides can be invoiced directly with PDA.

"Only when we know what products consumers consume, it is possible for us to do in-depth analysis and dig out more opportunities for cross selling."

Wang Xiaoyu said last year they also found a window to communicate with customers through WeChat to let consumers know more about Han Guang Department store.

WeChat team pushes different messages to consumers every day. When pushing, they focus on time and push content. For example, there will be some matching and information of fashion costumes on weekdays, and some related activities will be updated near the weekend.

On WeChat, the score of Han Guang Department Store is like a stored value card, which can be directly used to make consumers get tangible benefits and increase the stickiness of department stores.

Wang Xiaoyu said that this year, Han Guang Department store will design and launch more consumer demand.

Scene.

In the face of the new business normal, Wang Xiaoyu believes that

Facing the unprecedented competition pattern, the comfortable days of the two landlords of the joint venture have gone forever, and sales can not happen again.

With the rapid change of the external environment and the increasing number of channels for consumers to choose, traditional retail enterprises will not be eliminated and achieve steady growth only if they continue to focus on business innovation and efficiency improvement.

The core of the department store is not only around commodities, but also a very important part of Wang Xiaoyu's view.

Last year, the most obvious O2O innovation in Han Guang Department store was electronic cards.

Medium.

Last June, Han Guang Department Store launched an electronic membership card. The number of newly recruited members exceeded 110 thousand, doubled over the previous year, and more than 60% of new members were processed through direct application of electronic cards.

Wang Xiaoyu is very pleased that Han Guang Department's self-service coupons, information update and other functions launched around the electronic membership card, as well as the interactive activities around the schedule design, has received a lot of praise from members. The return rate of the old members has increased by more than 20%.

Wang Xiaoyu said that the launch of electronic cards has not only facilitated consumers, but also saved the manpower investment of the department stores and increased efficiency.

In Wang Xiaoyu's view, there are many opportunities for the department store industry, but at present, most enterprises are in the stage of exploration and trial and error.

It also requires operators to sink down and learn and accept the laws of new technologies, understand the needs and habits of consumers, and build a new interactive relationship with consumers based on this.