Department Store Closed Down Shanghai Department Store For Pformation

Repositioning, diversifying and reducing homogeneous competition.

to the satisfaction of

With increasingly personalized consumer demand, department stores will highlight their own characteristics in positioning.

Large department stores will develop towards "big and all" direction, gradually shopping center, and attract customers through increasing entertainment experience formats such as eating, drinking and playing.

Some shopping malls have greatly increased the proportion of catering, entertainment and leisure formats, increased experience consumption, created a warm environment, and created a one-stop shopping place to reassemble passenger flow.

For example, Paris Spring Department Store 118 shops focus on expanding 2000 square meters of indoor children's playground, and the main concept of "playground" attracts family consumption.

The entire 8 floor of Shanghai Pacific department store Xuhui store will be upgraded to a new level, increasing the proportion of food and beverage, introducing Korean style Neolithic barbecue, Japanese style and folk food HOS flats and pot source, wal Cheng Thailand cuisine, and the New Jiangnan flavor guangguilong Longgang cuisine.

Innovation, closed shop marketing, deep tillage

。

In the past two years, many well-known department stores have launched "closed shop marketing", that is, they are only open to VIP customers within a specified period of time.

Dongfang shopping mall Huaihailu Road store is Shanghai's first "closed shop" shopping malls. The mall has held such an activity every year since September. The first eight hundred partners have held "VIP special appreciation" in April 18th every year since 2013. The merchandise discount has been stronger than "p year marketing". Parkson has first seen the "golden time VIP special" in March 2014, and the discount of cosmetics, jewelry and small household appliances has reached a low discount of 23% off, setting a new discount for the same period.

In addition, in the 4-5 months of this year, Bailian's Dongfang commercial building, Hongqiao friendship and other shopping malls, Wanda Department store, Gao Dao house department store and others launched "special thanks," "member days" and other special privileges for VIP customers to consolidate VIP resources.

The new marketing method has better promoted the consumption experience.

Commerce, tourism and literature linkage

It will stimulate the heat and vitality of consumption.

Since the beginning of this year, various cultural and art exhibitions have been flourishing in various department stores and shopping centers in Shanghai.

K11's "welcome to our Gary Besserman solo exhibition" and "CINEMATH-EQUE Museum" are two exhibitions: the little prince exhibition, the meatless theme exhibition, the joint box cross border art exhibition, the creative window show in the new world, the exhibition of "immortal Van Gogh", the cherry meatball exhibition at the high island store, the COSPLAY competition in the world port, and the Panda tour of the crystal shopping center.

According to the survey, during the "May 1" holiday this year, the exhibition area of "China's first cherry show 25th anniversary" was over 1000 square meters, stimulating the sales of shopping malls to grow by 25.3% over the same period, and the average daily passenger flow increased by 14.9%. The new world "immortal Van Gogh" art exhibition, combined with 20 brands of merchants, offered bundled preferential activities to the spectators, 3 days attracted 30 thousand people to watch the exhibition; the global port "COSPLAY contest" received more than 400 thousand passenger trips during the 3 days, and sales increased by 6.1% over the same period.

Use new technology and equipment to enhance customer service experience.

The construction of smart business circle and intelligent facilities of shopping centers in central cities have become an important trend of Shanghai's commercial development. Many department stores have already taken the lead.

For example, the first eight hundred partners have already opened the parking garage free card system, set up automatic payment machine and automatic car search system; 29 additional electronic interactive screens have been set up in the shopping mall to provide shopping mall introduction and guidance services; the cash collection method has been pformed from centralized cash collection to the cashier's cashier's collection, and 93 new electronic cash register systems have been able to complete the payment of scan code, OK card and UnionPay card, which can effectively relieve the pressure of cash collection during large-scale activities.

Ali joined hands with entity stores to create shopping mall artifact "meow Street"; Wanda jointly launched Tencent and Baidu to launch its own commercial real estate O2O platform "flying fan"; traditional department stores built three-dimensional sales network through establishing WeChat public numbers, establishing online shopping centers, distributing electronic envelopes, and so on, promoting the integration and development of all channels.