Why Can European Stores Be Magnificent?

Some excellent department stores in Europe, based on the purchase system, introduce brands that meet their own positioning and refuse mediocrity, so as to avoid being reduced to imitation.

These department stores are brave enough to stick to themselves and create a classic that can not be imitated.

At present, the retail line seems to be freezing.

National Bureau of statistics data show that in May this year, the national retail sales grew by 38.5% over the same period last year, which is 34 percentage points higher than the 5000 key retail enterprises in China.

In 2015 this year, Premier Li Keqiang put forward the "Internet plus" action plan for the first time in the government's work report, and became the most important year of traditional enterprise pformation.

Traditional enterprises want to reconstruct the industry with the help of the power of the Internet, so as to achieve industrial upgrading.

But how to pform has become a top priority.

Secondly, carving the beams and painting the buildings, the architectural form makes people forget and return.

The creative design of buildings and the classic idea of pursuing centuries of inheritance are another core element of business philosophy.

Most of the department stores in the country have been criticized by a real estate developer in Hongkong for being "building rubbish". Although the comments are somewhat extreme, most of the department stores lack soul and creativity. The buildings and the interior are serious. The Logo can hardly identify the differences between Wangfujing stores in the whole country, and even the difference between Parkson and Yintai can not be identified.

Third, the location of most department stores in Europe is very accurate, serving local residents or tourists, serving the wealthy or the middle class, with clear positioning.

Department stores also have very strict selection of brands. Once the brand of cooperation is established, it will create a stable business environment for the brand, and rarely change the position of the brand arbitrarily during the contract period. There are too many uncertainties in the domestic business environment.

In addition, the employees of European department stores are relatively stable, so that the style and location of department stores can be extended.

Fourth, willing to spend money on display, giving customers continuous surprises.

Another feature of European department stores is the magnificent display and display.

Goods of the same brand in different department stores

It is not the same. Different goods correspond to different displays, different displays reflect different themes, different themes tell different stories, and finally different stories attract different customers.

Everything is so natural and logical.

In such an environment, customers do not buy for buying, but because they are attracted and moved.

Silent communication triggers the most primitive movement, arousing customers' thirst for a better life.

Buying behavior is no longer a mere materialistic desire, but a yearning for beauty.

Fifth, create theme stores and serve them accurately.

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The analogy is that a department store is similar to a park. It is the place where people spend their time. Disney park attracts children centered customers. Universal studios are attracted by Hollywood movie fans. Ocean Park attracts customers who are passionate about nature and irritating sports.

There should be similar themes in department stores.

Domestic

In terms of theme building, they are aware of the importance of creative marketing. However, the problem is to follow suit and similarity. For example, no matter what their location is, they want to begin exhibitions of rhubarb duck, Transformers, Snoopy, panda, Dora A dream and so on, so as to attract people. But such a simple replication may increase passenger flow in the short term, and in the long run, it will not help to recruit new core customers for department stores.

These cases of excellent European department stores are believed to give more inspiration and thinking to Chinese people in the department store industry. At present, whether in the Internet or traditional industries, they are talking about "Internet thinking", talking about the disruptive influence brought by the Internet to traditional industries.